"Shieldtox" has invested 50 million baht to take number one position in Thailand's insecticide market with the official launch of its new innovation "Shieldtox Naturgard Automatic Spray” made from natural extracts as the first player in Thailand.
Shieldtox today announces its offensive marketing strategy capturing the world's trend and reinforcing its leadership in new product innovation. The company lately has invested 50 million baht in the launch of "Shieldtox Naturgard Automatic Spray", the latest innovation in automatic insect sprays as the first player in Thailand. The company wants to beat its rivals with automatic spray system, which is comfortable for the consumers and continuously protection 24 hours a day. The new "Shieldtox Naturgard Automatic Spray" will focus on its strong selling point of "Continuous protection” and "Natural Extracts" with the target to increase the market share from currently 28% to 30% by the end of this year.
Mr. Ata Safdar, General Manager of Reckitt Benckiser (Thailand) Ltd., owner of Shieldtox insecticide products, reveals that currently, the overall market for insecticide products is worth about 3,534 million baht per annum (excluding Repellent products). Insecticide aerosol products share 60% of the market or worth about 2,136 million baht. "Shieldtox" shares 28% of the segment, which grew 16% over last year due to local introduction of its new product in "Natural Extract" category under the name "Shieldtox Naturgard" as the first player in Thailand by the end of 2010.
From the market statistics, the market for insecticide products is quite potential and growing continuously every year. Although the total insecticide market grew by only 0.6% year on year over the past 12 months (excluding Repellent products), the battle field of insecticide products however is quite competitive, especially in insecticide aerosol products due to its highest market value. As one of the market leaders who bring new product innovations into the market continuously, "Shieldtox" has insisted on its offensive strategy with the launch of its latest innovation in automatic insecticide spray for the first time in Thailand under its new product namely "Shieldtox Naturgard Automatic Spray”. The product features strong selling point of customer comfort, together with new spray technology called "Fine Mist Technology", which helps produce small particles of liquid, and automatic spraying system at every 15 minutes, which is able to control the amount of insecticide liquid more appropriately. "Shieldtox Naturgard Automatic Spray" will be effective continuously for 24 hours a day but wasting less insecticide liquid than one spraying made by normal insecticide aerosol products. The automatic spray product will also focus on its selling point of "Natural Extract" with D-Limonene fragrance and without chemical smell. "Shieldtox Naturgard Automatic Spray" has been proved for its safety and able to comply very well with all requirements of modern consumers, who have less time to take care their family.
Mr. Supat Praisankul, Marketing Director of Reckitt Benckiser (Thailand) Ltd., says that the core targets of “Shieldtox Naturgard Automatic Spray” are modern housewives in urban cities, who have highly concerned on making a care of family. The company has invested over 50 million baht in marketing activities both above and below-the-line, including media advertising, promotion activities, product demonstration booths, point-of-sale staff for product education, and CSR campaigns, aimed to create local awareness and understanding about the new product. Shieldtox has recently organized its social campaign, entitled “Shieldtox, Power of Protection from harmful pests for Thai children” set to donate Shieldtox insecticide products to the Ministry of Education to assist public schools in flood-hit districts, which have been suffered by mosquitoes and other kinds of insects, which are carriers of many diseases, such as hemorrhagic fever and malaria.
“From the current trend in which individual consumers around the world as well as in Thailand pay more attention on themselves and family, the demand for insecticide products, which have been made from natural extracts and without strong smell of chemical, have increased dramatically. The company is quite confident that the new innovative “Shieldtox Naturgard Automatic Spray” will help driving more growth for its insecticide spray category. The company targets to increase its market share from currently 28% to 30% by the end of this year, and up to 35% within the next five years”, Supat said.
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