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Published on February 15, 2008

Executive director AK Han said the latest product launched this week was aimed at office employees suffering stress from working long hours. Most experience neck and shoulder pain and desire quick relief. The company decided to develop a product for them two years ago.

The non-greasy balm offering fast relief and a soothing fragrance was designed with office workers' lifestyle in mind.

Thailand was selected as the third market to introduce Neck and Shoulder Rub, after Singapore and Hong Kong, because it ranked third in generating the most revenue for the company. Only the US and Hong Kong are bigger contributors.

The Thai market accounted for 10-12 per cent of company revenue last year, Han said. Haw Par Tiger Balm (Thailand) country manager Aninthaya Soonsatham said the company started importing the new product last month.

Haw Par (Thailand) will spend Bt120 million in marketing activities over three years for all products under the Tiger Balm brand. Neck and Shoulder Rub will be available at pharmacies nationwide, she said.

Tiger Balm has 6 per cent of the Bt1.2-billion market for all pain-relief products, she added. 

Nalin Viboonchart

The Nation