EAC Nutrition is now back on track in Thailand following six months of intensive marketing activities since the company was last summer forced to withdraw two products from the Thai market.
In a press release issued by EAC in January, the company freely admits that the product recall had a negative impact on a series of other Dumex products. But according to the release, sales are now developing positively and the market has regained its trust in most Dumex products.
“Our most recent product launches have been very well received by the market,” Gerhard Geraets, Managing Director of EAC Nutrition’s Thai operations is quoted.
“We have introduced new flavours in our existing range of products and new ready-to-drink products, and sales of these are fully in line with our most optimistic expectations. Generally speaking, we can see that we are slowly but surely returning to the same high level of sales we had achieved before the product recall.”
“On top, based on consumer quantitative research, quite a number of consumers understand and appreciate the company’s intention to recall the product in the sense that the company is highly responsible,” Mr. Geraets adds.
One product, which the company is careful not to market too aggressively is the Dumex Infant Formula for babies in order not to stir up a notion that Dumex for commercial reasons is not fully supporting natural breastfeeding. Instead, Dumex is working closely with the medical profession who are recommending the products for their health and nutrition benefits, Mr. Geraets explains.
Resources have, however, over the past six months been invested heavily in the marketing of Dumex products for older children, involving a wide and varied range of activities. Major events during the autumn included a seminar on children’s development during the first three years of life, with a special address by Dr. Amporn Benjapolpitak, Deputy Director of the Institute of Child and Adolescent Mental Health, which is part of the Thai Ministry of Health.
More than 600 parents and children -– twice as many as the previous year – took part in this event, which was organized in co-operation with the Tops supermarket chain, one of EAC Nutrition’s leading retail customers. The seminar also offered personal advice on child nutrition and physical and mental development – and there were activities and features for the many children present.
“I have no doubt that in the coming year we shall have put the last effects of the 2002 product recall well and truly behind us – on our way to new record sales and satisfactory results,” Mr. Geraets says.