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Published on September 5, 2007

Laurier manager Anutra Kuvinijkul said Kao Commercial had pursued continuous research and development of sanitary napkins to meet the requirements of women. In-depth research has studied the behaviour of Thai women, both teenagers and the working generation, in order to develop a sanitary napkin to serve their needs.

Laurier has a 33-per-cent share of the local Bt3.1-billion sanitary-napkin market, making it the second leader. The No-1 position is held by Unicharm's Sofy, which controls 50 per cent. Johnson & Johnson's Modess comes in third with a share of 18 per cent.

Anutra said the company's goal was to focus on increasing the share held by its Laurier brand and overtake Sofy as market leader in the next two to three years.

"From our latest consumer research, we found that more than 80 per cent of women still worry about overflow and side leakage and want to avoid activities during the menstrual period," said Anutra. "This research finding has led us to the development of the Laurier Superguard Ultra Slim Fit, which will encourage higher confidence among women during their period."

The new product has a fast-absorbing polymer sheet to instantly pull in fluid. The 24-centimetre length pad will maximise coverage and is held in place with a panty so that users need not worry about twisting or sliding of the napkin, even during a wide range of activities. The company says the high gather will close the gap between sanitary pad and legs and provide a leakage guard, even during heavy exercise.

The company has allocated a marketing budget of more than Bt90 million for both above- and below-the-line activities. Media advertisements - both TV commercials and print ads - will be used to induce consumers for trials.

It will also organise a major launch campaign, including point-of-purchase promotion, product sampling, marketing events, and roadshows organised at universities, office buildings and department stores.

 In addition to the launch of the new Superguard Ultra Slim Fit, the company has reintroduced the Laurier Superguard for both day and night.

The market for sanitary napkins is highly competitive as consumers have strong brand loyalty. The market is estimated to be worth Bt3.1 billion this year, divided into 25 per cent for sanitary pads for night, 9 per cent for ultra-thin, 46 per cent for slim, and 20 per cent for maxi.

Kwanchai Rungfapaisarn

 The Nation