Cosmetics firm's new look
U Star (Thailand), a single-level direct-sales cosmetics firm, has revamped its marketing plan after recruiting Kriengsit Sirichartchai as its new deputy managing director.
Kriengsit yesterday said U Star would become a strategy-focused organisation in the areas of working performance, measurement/evaluation and management/monitoring.
“We’ll seek the rising stars from among our existing people who have shown outstanding performance. The new working benchmarks will be created from these qualified people, who will also become trainers to other employees,” he said.
Kriengsit said U Star planned to become a premium brand, with an aggressive sales-growth target of 35 per cent next year.
Four key marketing strategies will be applied.
First, its “Customer Community Marketing” initiative will encourage sales staff to handle sales and promotions directly with all levels of customers, from villages to provinces.
Second, the company will strengthen its sales system, allowing customers to order products on a daily basis.
Third, the company will focus on training all levels of staff to have an in-depth knowledge and understanding of its products.
And fourth, it will instil greater customer confidence.
He said the company would also allocate 15 per cent of sales to turnkey and continuous marketing and promotion campaigns.
Kriengsit said sales channels would be strengthened with the introduction of three new formats: counter sales, hypermaket sales and multilevel marketing that is aimed at increasing the bond between the company and its sales representatives.
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