Green Products Cosmetics and Toiletries:

The Marketing Strategy of Thai Herbal Products

Ms.Siriraks KHAWCHAIMAAHA
BBA (Thammasat University), 1978
HA (Thammasat University), 1979
MBA (Thammasat University), 1986
CPA Thailand
February 14, 2003

IGSM, Faculty of Business and Man

agement, UniSA

Green Products Cosmetics and Toiletries:

The Marketing Strategy of Thai Herbal Products
1.

2.

3.

Green Products Cosmetics and Toiletries: A Global

Perspective on Attributes and Marketing Strategies
for the Thai Industry
Green Products: The Marketing Model of Natural
Extract Based Cosmetics and Toiletries in Thailand
Green Products: The Marketing Model for Thai
Herbal Cosmetics and Toiletries

February 14

IGSM, Faculty o

Paper 1: Green Products Cosmetics and Toiletries: A Global

Perspective on Attributes and Marketing Strategies for the
Thai Industry

The study of cosmetics and toiletries (C&T) global marketing

and green marketing strategies compares to the C&T MNCs

Green product attributes in general

Customer profiles and attitudes relating to C&T products

Research Methodology : Qualitative Method of secondary data

Outcome : The Generic Marketing Model of C&T

February 14

IGSM, Faculty o

Paper 2: Green Products: The Marketing Model of Natural

Extract Based Cosmetics and Toiletries in Thailand
The study of the Marketing Model for Natural Extract based C&T compared to
the MNCs in Thailand and the essential components of marketing strategies and
their prioritization. The key success factors of green products will also be
investigated. Lastly, the study of the importance of personal selling skills and
techniques in acquiring and maintaining customers
The comparative study of marketing model discussed in paper 1 with the
marketing model of paper 2 the Gap Analysis is beneficial to paper 3
The experiences and successes of the marketing model of local Thai C&T
companies
Research Methodology: Qualitative method: in-depth interview
Outcome: suggested The Marketing Model for Natural Extract Based C&T in
Thailand

Gap and Model is further developed and explored in paper 3

February 14

IGSM, Faculty o

Paper 3: Green Products: The Marketing Model for

Thai Herbal Cosmetics and Toiletries
Personal interviews of the Policy Makers, marketing team and sales team.
Essential components and prioritization of findings. Examination of selling
skills and techniques in beauty care industry
Thai herbal quality, efficacy and product performance. Government
promotional policies, such as tax incentives, tax privileges
Comparative study of the marketing model of paper 2 with the marketing
model of paper 3. Analysis and recommendation of the Thai herbal
marketing model
Research methodology: Qualitative method : in-depth interview
Outcome: recommend The Marketing Model for Thai Herbal C&T

Benefit : The value added to Thai herbal plants and development of additional
strategies and processes for commercialization. In addition, the local C&T
industry would be able to develop ways to compete with global brands

February 14

IGSM, Faculty o

Business Model and Marketing Mix :

Thai Herbal Cosmetics and Toiletries Products
Government Tools

Tax privilege, Incentive or Exemption along the value chain

Country of Origin

Made in Thailand
Thailand BEST

Distribution Channel

Beauty Salon and Spa

Brand Builder
Advertising &
Promotion

Competitive Price Point

Brand Builder
Advertising and
Promotion

Specialist
Magazine

Brand Builder
Core Service Value

Education:
Business, Product

Packaging and Label

Natural packaging material, Transparent or

White or Milky translucent

Core Product Value

Quality
GMP, Hypoallergenic,
Dermatologist

Company
Newsletter

Franchising

NGO

In Store

Value-Added:
Skin care, Face care, Body care

MLM, Direct Sales

Mass Market

Corporate

Environmental
Green Marketing,
Ecology
Green Label

Environmental

Healthcare:
Food

Nature is the Best

Medicine

Biodegradability, Ecology, Environmentally-Friendly

Innovation

Brand
and Organic
Enhance
FebruaryNatural,
14 HerbalIGSM,
Faculty

Performance, Efficacy

Cosmeceutical

Brand Loyalty

Green Products: The Marketing Model for Thai

Herbal Cosmetics and Toiletries
Product
Thai herbal extract,
Organic natural

Quality Service:
Face & body care
With personal selling

Price
Value for Money

Distribution Channel

Marketing Model
Thai Herbal
C&T

Quality, Innovative,
Product Performance

Franchise, Institute,
Beauty Salon

Organic and Green

Branding

Promotion

Healthy, Safety, Naturally

In Store, Corporate,
Environment

Environmental
Green & Healthy
Economizing

Corporate Awareness

February
14
Green Philosophy, Policy
Environmental and

IGSM, Faculty o

Comparative Study
The Body Shop MNCs and
International Brand
Secondary Data
In-Depth Interview Local Thai
Marketing Manager

The Oriental Princess MNCs and

Local Brand
Secondary Sata
In-Depth Interview

Green Marketing Mix and

Strategy ; Local &
Internationalize
February 14

IGSM, Faculty o

Summary of Green Product Attributes

Basic Attributes
1.
Product fragrance
2.
Water base, Oil Free
3.
Product color
4.
Product Texture
5.
Product Performance
6.
Safe for All Skin Types
7.
Good Value for Money
8.
Packaging Design
9.
Packaging Color
10.
Brand Image
11.
Corporate Image, Name
12.
Country Image, Name
13.
Opportunity for Pre-Test
14.
Outlet Atmospheres
15.
Point of Sales Materials
16.
Country of Origin
17.
Thailand Brand Name

February 14

Green Attributes
1.
Natural Extract Ingredient
2.
Thai Herbal Extract
3.
Product Performance of
Natural Extract
4.
Non-tested on Animals
5.
Green Product Label
6.
Safety Factor
7.
Environmentally Friendly
8.
Reduce Resource use of
Product
9.
Green Packaging

IGSM, Faculty o

Economic Attributes
1.
Help Farmers
2.
Improve Country Economy
3.
Low cost of Raw Materials
4.
Good Value for Money
5.
Necessity to Purchase Products

Summary of Customers Attitude on Green Products

Products
1.
Credible ( safe,
made of Natural
Extracts,
Environmentally
Friendly)
2.
Natural Coloration
3.
Good performance:
Anti aging,
Whitening, Acne,
Blemish
Performance, etc.
4.
Wide Ranges of
Products
5.
Attractive
Appearance
6.
Satisfactory
Fragrance

February 14

Packaging
1.
Environmentally
Friendly
2.
Made of Recycle
Materials
3.
Many Sizes with
Family Size
Price
1.
2.

Expensive
Good Value for
Money

Quality Atmospheres
1.
Beautiful,
Attractive, and Tidy
Decoration
2.
Relaxing, Friendly
Atmosphere
3.
Outlet Size
4.
Outlet Availability
5.
Expert Beauty
Advisors

IGSM, Faculty o

Promotion
1.
Discount for
refilling products
2.
Member cards
3.
Corporate
Environment
Practice

Summary of Green Marketing Strategy

Products
1.
Natural Extract Ingredients
2.
Natural Coloration
3.
Recycle-Reuse-Refill and
Reduce Bottle

Environmental
1.
Recycled paper
2.
Energy saving
3.
Water economizing

Price
Good Value for the Money

1.

Outlet
1.

Environmental Atmosphere

Promotion
1.
Activity with NGO
2.
Activity with school

February 14

IGSM, Faculty o

Corporate Awareness
1.
Recycled paper
2.
Products made from recycled
plastics
3.
Energy saving
4.
Environmentally sound
refrigerator
5.
Water economizing
6.
Low energy air-conditioning
7.
Without CFCschlorofluorocarbons
8.
Environmentally sound
detergent

February 14

IGSM, Faculty o