Place and promotion strategies for acne-whitening cream: a case study of repositioning mass-market skincare product by Thai cosmetic company.

Abstract

The purpose of this research is to understand factors that cause product failures in Thai skincare product and how Thai cosmetic company can reposition itself through distribution and promotional strategies. A case study of the P-Company will be analyzed through a qualitative research approach. In addition to the focus group’s findings of 24 participants, the analysis and recommendations are also drawn from the in-depth interview with the trade manager and brand manager of the P-Company. Findings from this research show that Thai consumers for the masstige skincare product have negative perception toward skincare products that are produced by Thai cosmetic company. The perceived quality of domestic skincare products is not as same as that of the international skincare brands. Wrong target segment, improper selection of distribution channel, and insufficient marketing support are some of the causes of product failures. With a comprehensive distribution channel, a strong brand position, a better brand awareness, and an effective brand communication, Thai cosmetic company can influence Thai consumers’ attitude and purchase intention of Thai skincare products .