The trend of health-conscious consumers is growing rapidly which resulted in the sales growth of related fruits and services. The market size of supplement category generates 29,000 Million Baht per year with 10% sales growth continuously. Fernery Group took the opportunity and presented Collagen supplement tablets skin protection formula under the brand “Fernery Collagen” aimed at skin and facial conscious consumers. The marketing researches revealed from target groups asked to fill in a detailed 200 questionnaires are utilized to prepare the efficient marketing plan.
Fernery Collagen marketing objectives is to build brand awareness and generates the sales growth by 20% year to date. The sales revenue of 2012 is expected to reach 9.6 Million baht with 22.6% marketing budget. The primary target will be focused on 20-50 years old skin problem women with more than 20,000 baht income. Marketing strategy will focus on “Product Differentiation”, “Penetrated Pricing” to attract customers and gain market share. “Retail Distribution channel” and Integrated marketing mix. This will help building “Brand awareness”, and sustaining long term competitive advantage for the brand.
