The document discusses opportunities in the Thai herbal soap market. It analyzes five potential market segments for herbal soap: for therapy, beauty, protection, utilities, and sexual appeal. The soap for therapy segment is attractive due to its large and growing market size of 15-16 billion baht annually. Government support for herbal medicine increases opportunities in this segment. Competitors include Twin Lotus Herbal Soap. The document recommends developing a "Sensation of Legendary Herbal Set" soap line to target this promising market segment.

2. Parrot Botanicals Soap

3. Market Value: 4,300 million
Market Growth: 3%Market Value: 3,700 million
Market Growth: 8%
Market Value: 8,000 million
Source:
http://www.positioningmag.co
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5. HERBAL MARKET
 Thailand has the resources and the wisdom of traditional medicine.
 The new generation tend to consume more herbs in so many different ways.
 Market growth of the herbal products
in Thailand is 20%.
 Nowadays, Thai government give more
priority to the traditional medicine.
 Refer to ASEAN's trade, Thailand will gain
advantages from the negotiations, including
herbal medicine market ,Food and health products market. The value of these
market will increase. It is expected that these industry would be able
to pull the herbal trade into Thailand not less than 30,000 million Baht.

7. Soap for
therapy
Soap for
beauty
Soap for more
utilities
Soap for
protection
Soap for sexual
appealing

8. Soap for
protection
Why this segment?
Refer to: Mosquito repellent lotions
- Market Value: 600 million baht.
- Market Growth: 5-8%.
(Referring to flood crisis)
Target
People who need...
- special care
- more benefit, focus on incremental
benefit rather than major benefit of
the product

9. Soap for
beauty
Why this segment?
Market Value: 4000 million baht.
Market Growth: 21%
Target
Women who care about their beauty and self-
image

10. Soap for sexual
appealing
Why this segment?
Cosmetic
- Market Value: 11,000 million baht.
- Market Growth: 10%
Target
Women who...
- have no confident in themselves
- want to earn more interest from the opposite sex
- have a high sex drive

11. Soap for more
utilities
Why this segment?
Refer to: Hair care
- Market Value: 8,100 million baht.
Shampoo: 6,800 million baht & Hair Conditioner: 2,300 million
baht.
- Market Growth: 10%
- P&G launched new segment which is 2in1.
and the successful 2in1 product is Rejoices.
Market Share: 9.2%
Target:
People who...
- prefer the convenience, a simple life
- love to try new products
- focus on the key benefits of the product
- love adventure and love to travel

12. Soap for
therapy
Why this segment?
อาหารเสริม
- Market Value: 18,000
- Market Growth: 7%
อันดับ - กลุ่มโรค - จำนวน (รำย)
1. โรคระบบหำยใจ - 329,854
2. โรคระบบไหลเวียนเลือด - 304,254
-Thai elderly society will be the future society, in 2555 the percent of
elderly is 12.28%, and will be 25.12% in the year 2575
Target
People who...
- are in elderly society (above 50-year-old)
- concerned about risk of their health

13. Market Segment Attractiveness
Current and
potential
company
strengths in
serving the
segment
Unattractive Average
Average
Attractive
WeakStrong
1

14. Market Growth
- Customer tend to use more
shampoo and conditioner
separately because they
believe that using separately
is more efficient. So our target
customers are reduced.
Competitors
None
PESTEL
Technological
-Need to use a lot of high
technology

15. Competitors
Pheromone perfumes such as Paris
Hilton, Heiress (also paris hilton),
Guess, Chanel No.5, Annu Sui Leave
Your Dream
-Refer to Hong Huad company , PARIS
HILTON Pheromone perfumes raked
at 12th place in Top 50 best-selling
perfume in 2011.
PESTEL
Legal
-FDA was out warning about the
unpractical use of pheromone perfume,
customers can inform the FDA at once
for the legal action about the
unpractical use of the perfume.
Social
-Nowadays, there are more than 20
website stores that sale pheromone
perfume in Thailand, the selling point of
this perfume is that the user will attract
the opposite sex more.

16. Market Growth
At least 5-8% Growth rate in Mosquito
repellent products
Customer
- increase steadily, refer to market value
of spray segment 2,200 million bath
- tend to use less spray products
because of its hazard in inhaling.
Competitors
Soffell and OFF!
PESTEL
Legal
-Need to be very careful about the
safety of the products-safety for health.
-Society maybe blame the product for the
excessive advertising because the
product did not soaked into the skin as
well as the lotion did.

17. Market Growth 21%
Competitor:
LUX (Market Share 54%)
PESTEL
Social
- people tend to take a good care
of themselves more.

18. Market Segment Attractiveness
Current and
potential
company
strengths in
serving the
segment
Unattractive Average
Average
Attractive
WeakStrong
1
NEX
T

19.  Market Value - Approximately 15,000 to 16,000 million Bath per year,
according to Thai spa market .
 Market Growth – Spa business in Thailand is growing steadily every
year, approximately 5-6% per year.
 Herbal business has been growing steadily
Soap for
therapy
Why do we select this
segment?

20. PESTEL
 Political
Government support the use of herbals Nationally and support Thai
herbals to be famous in ASEAN.
For example, Thai local Hospital use more herbal medicines and herbal
,50 percent increase in the last few years and will be increase to be
9,750 hospitals in 2558.
 Legal
-Only strict at excessive advertising. Not being a problem for The real
herbal products
 Technological - The technology is already good because the odor
extraction process currently exists, just continue looking for the better
opportunities.

21.  Competitors : Twin Lotus Herbal Soap
Soap for
therapy

22. Product
Development
Sensation of Legendary
Herbal Set