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
Management, UniSA
Green Products Cosmetics and Toiletries:
The Marketing Strategy of Thai Herbal Products
1.
Green Products Cosmetics and Toiletries: A Global
Perspective on Attributes and Marketing Strategies
for the Thai Industry
2.
Green Products: The Marketing Model of Natural
Extract Based Cosmetics and Toiletries in Thailand
3.
Green Products: The Marketing Model for Thai
Herbal Cosmetics and Toiletries
February 14, 2003
IGSM, Faculty of Business and
Management, UniSA
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, 2003
IGSM, Faculty of Business and
Management, UniSA
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, 2003
IGSM, Faculty of Business and
Management, UniSA
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, 2003
IGSM, Faculty of Business and
Management, UniSA
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
February 14, 2003Natural, Herbal and
IGSM,Organic
Faculty of Business and
Enhance
Management, UniSA
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, 2003
Environmental
and
Green Philosophy, Policy
IGSM, Faculty of Business and
Management, UniSA
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, 2003
IGSM, Faculty of Business and
Management, UniSA
Summary of Green Product Attributes
Basic Attributes
1.
Product fragrance
2.
Water base, Oil Free
3.
Product color
4.
Product Texture
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
Product Performance
Safe for All Skin Types
Good Value for Money
Packaging Design
Packaging Color
Brand Image
Corporate Image, Name
Country Image, Name
Opportunity for Pre-Test
Outlet Atmospheres
Point of Sales Materials
Country of Origin
Thailand Brand Name
February 14, 2003
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 of Business and
Management, UniSA
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 Customer’s 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, 2003
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 of Business and
Management, UniSA
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, 2003
IGSM, Faculty of Business and
Management, UniSA
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, 2003
IGSM, Faculty of Business and
Management, UniSA