Scotch plans aggressive “Scotch Collagen-Aora” launch with “Ploy-Chermarn” as presenter to reach Bt250 million in sales

Business Press Releases Friday March 8, 2013 17:44
Bangkok--8 Mar--Polyplus PR

“Scotch” has continued its aggressive move to penetrate the “white beauty shot” market with a new product, Scotch Collagen-Aora that targets women 22-29 years old, and is prepared to inject 50 million baht into a 360-degree brand communication plan with Chermarn “Ploy” Boonyasak, an idol of modern woman, as its presenter in a new television ads “Anywhere” expected to generate sales of 250 million baht in the first year.

“Women are paying more attention to their health,” said Sompoch Chavalvechakul, marketing director of Scotch Industrial (Thailand) Co., Ltd. “Our study of consumer behavior finds that the trend for Beauty Shot drinks is on the rise because consumers believe they can gain nutrients from the drinks in a proper quantity and they are not harmful. Scotch’s policy is to keep developing new products to add to its existing product lines and expand into new markets. In addition to its healthy product lines, Scotch also pays attention to its beauty product lines with collagen-based drinks as a prime attraction divided into products for men and women. In the portfolio of collagen drinks, the women’s market holds a higher value than the men’s market.

“Therefore, we have developed Scotch Collagen-Aora to extend the success of our existing portfolio of collagen products. We want to serve the differing demands of women with our new product and to create a variety of high-quality products. Our collagen is extracted from deep sea fish and French Maritime Pine Bark Extract to provide 5,000 milligrams in a single bottle, an amount sufficient to meet a body’s daily needs.”

Mr. Sompoch added, “Though new competitors are entering the market, we are confident of our products’ high quality. We also have the advantage of strong distribution channels covering both S/H and CVS. In the past year, the Beauty Shot market enjoyed 18 per cent growth and it continues to grow. Scotch Collagen-Aora is a collagen drink formulated to help skin grow. It’s today’s hottest trend. The target group is women 22-29 years old, who include first-time employees and those wanting to maintain healthy skin. To create awareness for the new product, Scotch has budgeted 50 million baht for a 360-degree advertising and public communication plan. We invited Khun Chermarn “Ploy” Boonyasak to be our presenter to convey messages in our TV commercial, “Anywhere.” It begins airing March 6 on all free TV channels.”

“Scotch views Khun Ploy as an idol for modern women who care for their skin’s health. This time we’ll also focus on online media to reach our target group as they prefer to consume media online. After the TVC is launched, we believe Scotch Collagen-Aora will generate around 250 million baht in sales and elevate us to become the market leader,” he said.

Scotch Collagen Aora is made of high-quality collagen derived from extracts of deep sea fish and French Maritime Pine Bark providing 5,000 milligrams in a single drink. It’s enriched with 13 vitamins (vitamin E, vitamin C, vitamin A, vitamin K, vitamin B1, vitamin B2, vitamin B6, vitamin B12, folate, pantothenic acid, biotin and niacin) and flavored with sugar substitute Xylitol to give it a naturally sweet flavor. Scotch Collagen-Aora comes in 45-milliliter bottles for 48 baht.

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