Hiramine rises in Kao Thailand promotion

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.

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