Siang Pure Oil maker to open new factory

Located on 80 rai (13 hectares) in Lam Luk Ka district, Pathum Thani province, the new factory will have 10 times the capacity of the existing facility on Lat Phrao Road Soi 80, which will be turned into the company’s central warehouse.
Sales and marketing director Suwanna Eiampikul said construction was beginning on the new factory and it would be ready to start operations by 2014.
“The setting up of the new factory in Lam Luk Ka is in line with the company’s strategic preparation for the open market when the AEC is fully effective in 2015. At that time, all trade barriers and regulations will be minimised,” said Suwanna, who is of the second generation of the Eiampikul family that founded Siang Pure Oil 65 years ago.
She said the company exported Siang Pure Oil products to 12 markets, namely Cambodia, Laos, Vietnam, Singapore, Malaysia, Indonesia, Japan, Hong Kong, South Korea, Colombia, the United States and the Philippines.
“We expect to increase the contribution of exports to our total sales from 50 per cent currently to about 80 per cent by 2015 when the AEC is fully effective.”
She said the company planned to expand exports to such markets as mainland China and South Africa.
“With our strategy to cash in on international expansion along with the coming AEC, we want to increase our sales significantly from the Bt800 million expected for this year to about Bt1.5 billion by 2015,” Suwanna said.
Bertram Chemical achieved Bt650 million in sales last year.
Suwanna said last year’s flood crisis had no significant impact on the company’s sales, which posted a 25-per-cent increase over the previous year. The sales were divided 50:50 between the domestic market and overseas. About 80 per cent of sales are from the Siang Pure Oil brand and the rest from Peppermint Field gel and balm sticks.
She added that the AEC would create huge business opportunities. The company is well prepared in various business fields, including brand development, human resources, and marketing skills. These are the key factors for sustainable growth of the brand, she said.
In this year’s business plan, Bertram Chemical has set aside a large marketing budget of about Bt70 million, including image refreshment for the Siang Pure aroma inhaler, giving it a more conventional appearance. The company has launched a new TV commercial, “Siang Pure Worldwide”, to reinforce the perception of international standards and the new-look Siang Pure inhaler.
The company will also launch campaigns throughout the year. Highlights include “Siang Pureoke” and “Siang Pure Futsol All Stars” featuring well-known stars from Channel 7 led by team leader Khet Thantab, which will conduct roadshows throughout the Kingdom.Suwanna said the domestic market still had great potential for expansion. Over the past few years, the company has focused on marketing of its Peppermint Field products, including the aroma inhaler, aromatic gels and balms, earning very positive feedback from consumers. Peppermint Field enjoyed 40-per-cent growth last year. A further 50-per-cent growth is projected for the brand in 2012.