Hypothesis Statement: “Twin Lotus can be successful in beauty segment by changing its brand image”
Topic Category: Brand Image
Publication: Than Settakit
Date: October 16-19, 2005
“Twin Lotus toothpaste changes its image to compete in beauty segment”. Twin Lotus will have more product lines in personal care products (shampoo, conditioner, and shower gel). Also, the company will change its brand image by using new product formula (still focusing on herb) and new packaging to gain customers from beauty segment.
I partly agree and disagree with Twin Lotus’s decisions.
From the news, it implies that Twin Lotus is now successful with its products and wants to do expansion. I agree that it should expand its business to other personal care products because they are close to its core business. However, I think it’s quite hard for Twin Lotus to be successful in changing its image due to two main reasons. Firstly, it stated in the news that most Thai people perceive herb products as for curing. Therefore, it’s not a kind of beauty products. However, Twin Lotus tries to combine herb and beauty together. Changing this kind of perception is very hard, taking long period of time and may be not worth. Also, the customers can get confuse with the image of the brand. Secondly, its name “ดอกบัวคู่” in Thai is perceived as non-modern products. Although the company tries to change it to “Twin Lotus”, the perception is still the same. For sure, most modern people won’t buy this brand because it doesn’t represent their own style. In my opinion, what Twin Lotus should do is continuing Twin Lotus brand name with new product lines that focusing on herb. If it wants to play in the beauty segment, it should build up new brand. One good example can be L’Oreal that has 3 brands in different segment of consumer products, which are L’Oreal (Paris), Garnier, and Maybelline (New York).
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