Hiramine rises in Kao Thailand promotion

<p>BANGKOK: Japanese consumer goods manufacturer Kao Corporation has </p><p>promoted one of its top marketers to head the group's Thailand </p><p>operations, which is facing intense competition. </p><p><BR><BR> </p><p>Shinichiro Hiramine, 47, who is credited with boosting the company's </p><p>sales growth in Thailand by 20 per cent over the past five years, is </p><p>taking over as president and chief executive officer. </p><p><BR><BR> </p><p>He started as marketing director of Kao Commercial (Thailand) in August </p><p>1995, becoming a member on the board of Kao Industrial and Kao </p><p>Commercial in 1998. In June 2000, he was appointed senior vice-president </p><p>of Kao Consumer Products (Southeast Asia). This year, Hiramine joined </p><p>the board of Kao Holdings (Thailand). </p><p><BR><BR> </p><p>Thailand ranks high in the Japanese company's priorities. Late last </p><p>year, the company established Kao Con- sumer Products (Southeast Asia) </p><p>in Bangkok to oversee its operations in the Asean region. However, the </p><p>market has become one of the most competitive around because consumer </p><p>tastes are maturing, said Hiramine. In tackling changes in the market, </p><p>Kao has increased its marketing budget by 10 per cent to 700 million </p><p>baht (USdollars 15.5 million), half of which will go to promote new </p><p>products. </p><p><BR><BR> </p><p>The company's advertising account is held by Dentsu. </p><p><BR><BR> </p><p>However, Hiramine said his approach to marketing and distribution would </p><p>remain unchanged from those of his predecessor, Norihiko Takagi, who has </p><p>completed his five-year term and returned to Japan. Hiramine's goals are </p><p>to strengthen Kao's major product categories, including skin care, hair </p><p>care, household, and sanitary napkin products, by building a stronger </p><p>brand image in the market. </p><p><BR><BR> </p><p>Kao brands include Kao shampoo, Laurier sanitary napkins and Attack </p><p>concentrated detergent. </p><p><BR><BR> </p><p>Attack is its key product, claiming the lion's share - at 45 per cent </p><p>- of the three billion baht a year concentrated detergent market. </p><p><BR><BR> </p>