Peppermint Field Inhaler Geared Up For Stronger Marketing Push
Bertram Chemicals (1982) Company Limited, producer of Peppermint Field Inhaler, is stepping up its marketing efforts in a bid to capture a greater share of the inhaler market. This initiative follows the successful introduction last year of the innovatively developed product that is targeted to the new generation of young consumers.
Developed as an aromatic gel as well as a balm stick, and with a less penetrating scent that’s distinctly different from others in the market, Peppermint Field has appealed to a large extent to the teens and the working group, according to Mrs. Suwanna Akrapongpisak, Marketing Director of Bertram Chemicals which manufactures and distributes Siang Pure Oil and Peppermint Field products for the relief of pain, dizziness and nasal congestion.
“Peppermint Field Inhaler is produced from 100% natural raw ingredients comprised essentially of peppermint. It’s a departure from other products available in the market. The aroma is not as strong yet most refreshing, somewhat like an aromatherapy product to provide a more relaxing mood and a greater feeling of wellness. Unlike other inhalers, it doesn’t have to be used only for dizziness or nasal congestion. It is good and safe to use any time as may be needed at home, work or during travel. It is also packaged to be convenient and attractive so that the young people feel fashionable to use such a product that has traditionally been used more often by the older generation,” said Mrs. Suwanna.
She added that the success of Peppermint Field Inhaler, which generated sales totaling 44 million Baht last year, is also attributed to the marketing strategy that focused on lifestyle of the young generation. This includes recreational activities such as watching movies, going shopping, using the internet, visiting the seaside, bicycling and taking part in rallies, among others.
“Based on the theme ‘Any Feel… Peppermint Field’, we will put more emphasis this year on building the image of the product as an innovative inhaler that brings a relaxing and good feeling,” she said.
With a total budget of 44 million Baht set aside, the new advertising campaign featuring two young rising stars Ruj Techatanont and Chris Horwang will cover television, bus wraps and internet, among other media. Awareness and preference for the product will also be complemented through various below-the-line activities such as rallies, growing mangrove forests, photography and bird watching. The campaign is expected to increase sales of Peppermint Field by 50 % for 2010.