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Published on February 15, 2008

The company has spent about Bt5 million on upgrading its IT infrastructure, including software and database system, to integrate customer information from all its contact channels. They include its website, call centre, Better Mom Club and marketing activities.

The project will allow Dumex to offer the most personalised programme in the industry to each customer and to really be at the top of target customers' minds as they grow up, marketing director Wanna Swuddigul said yesterday.

"It's necessary to design programmes that really meet personal needs at all times because we have different products to serve different growing steps. Otherwise, the customers might switch to other brands that have attractive promotions," she said.

Christopher Stratton, managing director for Thailand, said Dumex occupied 32 per cent of the Bt17.5-billion market for UHT liquid milk and powdered milk for infants and children.

Its share of the infant segment grew from 18 per cent in June to 21 per cent in December, while its share of the milk segment for children aged from one year up to three years increased from 23 per cent to 27 per cent.

The company expects two-digit sales growth this year.

Nitida Asawanipont

The Nation