Shokubutsu Monogatari Brand Revamp

Khaosod•Economy•17d ago

Reader Briefing

Shokubutsu Monogatari is undergoing its first major brand revamp in over 17 years to attract younger consumers and maintain market leadership.

•Shokubutsu Monogatari is implementing a brand revamp to target Gen Y and Gen Z consumers.
•The company is investing over 150 million baht in marketing for the second half of the year.
•Shokubutsu Monogatari holds a 19-20% market share, ranking first in the beauty and men's shower cream segments.

•Shokubutsu Monogatari is revamping its brand image for the first time in over 17 years to appeal to the younger generation and increase competitiveness.
•The shower cream market is highly competitive, with price strategies and promotions being the most powerful tools due to economic slowdown and decreased purchasing power.
•Shokubutsu Monogatari developed packaging to reduce plastic use by 30 tons per year and incorporated recycled materials from local farmers to support a circular economy and reduce costs.
•Shokubutsu Monogatari allocated a marketing budget of over 150 million baht for the second half of the year, targeting Gen Y and Gen Z who make up 60% of the primary customer base.
•The total shower cream market is valued at 10,700 million baht, consisting of beauty (61%), baby (16%), health (14%), and men's (5%) segments.
•The overall market grew by 5.8% last year, with the men's segment growing by 24% and the beauty segment growing by 9%.
•Shokubutsu Monogatari grew approximately 10% last year and aims for 8-10% growth this year.

Full article content is available on the original source.

Shokubutsu Monogatari(โชกุบุสซึ โมโนกาตาริ)

A leading shower cream brand that ranks first in the beauty and men's segments.

Ms. Wanrat(น.ส.วรรัช)

An individual providing details on Shokubutsu Monogatari's brand strategy and market data.