The Norwegian toothbrush brand Jordan last year achieved a 27% growth from 2001. The Norwegian toothbrush brand Jordan has enjoyed double-digit growths year by year in Thailand and aims to keep growing at a similarly strong momentum this year.
“Jordan toothbrush is now number three in the upper-premium segment. The brand is enjoying double-digit growth year by year through new innovations offered. The year 2002 was especially a golden year for Jordan in Thailand since we ended up with 27% growth from 2001,” said Mr Krirk-rit Sangtong, Regional Marketing Director, Jordan Asia Pacific Region.
Despite such an unexpected growth in 2002, the company estimates that toothbrush market still has a high potential further.
According to Mr Krirk-rit, Thailand’s toothbrush per capita consumption of 1.3 units per person per year is far too low from 4 replacements a year as recommended by dentists. This means the toothbrush market here can be identified as a high growth potential category.
“Jordan is pursuing its projected growth of another 25% in the Thai market in 2003,” he said.
Jordan focuses its presence in modern trade channels. Consumers in Thailand can find this Norwegian brand in nearly every hypermarkets, supermarkets, leading convenient stores and pharmacies like Tesco, Carrefour, Tops, Big-C, 7-11, Watsons, Boots, Makro, The Mall, Jusco, etc.
The brand Jordan has actually been in Thailand for 25 years, and so far perceived as premium brand toothbrush. Its marketing direction is done through the slogan “Innovation Guarantee,” which suggests the brand’s commitment to the market in continually offering new innovative features and benefits once every year until now.
The company offers a complete range of toothbrushes for consumers of all ages, with T42 as its current flagship model.
“Jordan’s design center in Norway has never given up in searching for user satisfaction. We will not produce just a fashionable toothbrush to satisfy our sales development but invent new features to be practical for consumer and new user friendly functional benefits,” Mr Krirk-rit explained.
According to Jordan’s study, three out of four people brush their teeth too hard and in incorrect direction. T42 has therefore been introduced early in 2002, featuring “Intelligent Handle” which the company claims helps reduce excessive brush pressure while the circular bristles ensure cleaning ability from whichever direction the user brushes his or her teeth.
Jordan is a family owned international manufacturer of mechanical oral hygiene products, household and painting tools, based in Oslo, Norway. The company is among the 10 largest toothbrush manufacturers in the world, employing today 1,000 people.
Jordan toothbrush is active in 10 markets in Asia, and the main markets – which account for 70% of its regional sales – are South Korea, Thailand, Malaysia and Indonesia. In Thailand, Diethelm & Co Ltd is the distributor of Jordan toothbrush.
