Condom-maker seeks bigger market share

The move is a bid to increase its share of the local condom market from 20 per cent to 25 per cent this year.

Ansell's condom production plant in Surat Thani province is the biggest in its worldwide operation, producing 1 billion Lifestyle-brand condoms a year.

Sales and marketing manager Prayoot Boonmasuvaran said Australian-based Ansell wanted to expand its business in the Thai market and would spend Bt25 million on marketing activities, including printed advertisements, to boost brand awareness among Thai consumers.

The company will also spend about Bt100 million to improve its production facilities in Surat Thani and develop new condom styles. Most of its products are sold in Europe, North America and Asia, he said.

"Durex is now the leader in the local condom market, and we follow with a 20-per-cent share. This year, we plan to increase our market share to 25 per cent with a lot of marketing activities. We'll focus on a target group of 18-25-year-olds," he said.

Prayoot said Ansell's revenue in the first five months of this year grew 20 per cent year on year, while the value of the market increased only 3 per cent. This was because Ansell had begun selling through convenience stores, modern trade outlets, supermarkets and pharmacies.

Last year, the Thai condom market was valued at between Bt600 million and Bt700 million. Ansell generated revenue of about Bt100 million from its local operation and about US$1 billion (Bt32.99 billion) from its global businesses.