"In the past five years, the annual advertising budget has not grown, but for the first time we will invest 50% more in the advertising area this year," says Fried Le Poole, marketing manager for C-P detergents.
The company aims to increase brand awareness by re-launching Fab detergent and Puff fabric softener with new formulas, packaging and fragrances.
According to market research, Thailand's economic slowdown has prompted 65% of consumers to change their behavior, using only one type of detergent - as opposed to one for white and one for colored fabrics.
Consequently, Colgate-Palmolive will promote Fab as a "one type fits all fabrics" detergent. Mr. Le Poole says Fab's market share is currently about half that of Breeze but he declined to give an exact figure. Prakit & FCB Public Co handle Fab.
Copyright January 1998, Crain Communications Inc.