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>
by
|
05/25/2001
BANGKOK: Japanese consumer goods manufacturer Kao Corporation has
promoted one of its top marketers to head the group's Thailand
operations, which is facing intense competition.
Shinichiro Hiramine, 47, who is credited with boosting the company's
sales growth in Thailand by 20 per cent over the past five years, is
taking over as president and chief executive officer.
He started as marketing director of Kao Commercial (Thailand) in August
1995, becoming a member on the board of Kao Industrial and Kao
Commercial in 1998. In June 2000, he was appointed senior vice-president
of Kao Consumer Products (Southeast Asia). This year, Hiramine joined
the board of Kao Holdings (Thailand).
Thailand ranks high in the Japanese company's priorities. Late last
year, the company established Kao Con- sumer Products (Southeast Asia)
in Bangkok to oversee its operations in the Asean region. However, the
market has become one of the most competitive around because consumer
tastes are maturing, said Hiramine. In tackling changes in the market,
Kao has increased its marketing budget by 10 per cent to 700 million
baht (USdollars 15.5 million), half of which will go to promote new
products.
The company's advertising account is held by Dentsu.
However, Hiramine said his approach to marketing and distribution would
remain unchanged from those of his predecessor, Norihiko Takagi, who has
completed his five-year term and returned to Japan. Hiramine's goals are
to strengthen Kao's major product categories, including skin care, hair
care, household, and sanitary napkin products, by building a stronger
brand image in the market.
Kao brands include Kao shampoo, Laurier sanitary napkins and Attack
concentrated detergent.
Attack is its key product, claiming the lion's share - at 45 per cent
- of the three billion baht a year concentrated detergent market.
