A comparative analysis of marketing strategies: a study of the maylami and hikari brands in Thailand's beauty and personal care market

Abstract

This research paper aims to study the marketing strategies of two Thai beauty brands, Maylami and Hikari, within the competitive Thai beauty industry. Maylami, an established brand with a long-standing reputation, has traditionally been strong in the Thai market. However, it currently faces significant challenges, including a continuous decline in sales. In contrast, Hikari, a new entrant to the market, has quickly gained a strong position and successfully competes with other brands. Hikari's popularity on social media and its distinct approach to product differentiation have enabled it to stand out in the market. The study aims to explore the different marketing strategies used by these two brands and to identify the factors contributing to their contrasting performance. Using the marketing mix framework—covering price, place, promotion, and product—the researcher investigates how each brand connects with customers and meets market demands. The research involved semi-structured interviews with sales representatives from both brands, as well as interviews with customers to understand key factors influencing their brand and product choices. Conducted in the post-COVID-19 context, this study highlights the need for brands to adapt their marketing strategies to align with evolving social trends and changing customer behaviors. While many brands have successfully leveraged e-commerce and social media platforms, Maylami faces limitations in its online presence, price control, and ability to collaborate with Key Opinion Leaders (KOLs). This paper provides valuable insights for Thai beauty brands seeking to enhance customer engagement, increase brand awareness, and improve performance in the digital age.