Auau Khing Cher 1101

Why did Srichand which

was an old-fashioned brand
become popular again after
the rebanding?
Srichand
Srichand was founded in 1942 by Mr. Phong Hanutsaha. The company has
three main businesses which are Chemical Trading, Cosmetics and Herbal
Medicines. Since 2006, Mrs. Rawit Hanutsaha has inherited the company and
expand to the global market.

Chemical Trading Cosmetics Herbal Medicines

Competitors and Target audience
Competitors

● Nature republic
● Mistine
● Oriental princess
● Aphaiherb

Target audience

● Teenagers and workers

Vision & mission
“ Our company was build on very simple belief which are
to make the best things for the people at the most
affordable price possible and to keep the proudness of being
“Thai” in every element of doing so. We might start off as a
small company but I strongly believe that we will grow in an
exponential rate and be a key regional player in years to
come. To prove our determination, we are working on listed
our company in Stock Exchange of Thailand before year
2020.”
Market analysis
Criteria Competitive activity Customer requirement Demand/supply Environment forces Organizational
capabilities

Customer uses Direct compete with Herbal and local trend Herbal and local trend Customer are provoked Srichand band can
other brand that is coming but existing likely to be long term by trend and likely to satisfy customer who
position as herbal brands are and Srichand hold stay in it for long need true benefit from
cosmetic but they have old-fashioned and strong advantage period oil-control herbal
lots of limited cannot reach to target finding resource
distribution channel

Customer needs -Aphaiherb -Price Same level of demand Customers are very -Low access target
-Mistine -Influence And supply is sensitive to this customer
-Nature republic -Packaging importance if expand product -Limited distribution
-Oreintal princess -Promotion channel Low switching barrier channel
-Brand Image
-Quality of product

Mean for satisfying Deliver safety of using Technology is now As gerbal trend is As trend is likely to be Srichand needs to
customer needs herbal and support changing, more increasing, supply need long term, Srichand improve all of
local business standard required to be leveraged if can hold the advantage resources to satisfy
Srichand wants to as it’s perceived as the market
expand the market real herbal cosmetic
Marketing survey
Marketing survey
Marketing survey
Survey result
According to the survey, the pie chart below indicates the proportion
of reasons why customers uses powder. 61.5% of surveyee chose oil-control
function, while 24.4% uses powder because of its coverage. Nevertheless,
the reasonable prices of powder in responders’ perspectives are 200-400
baht with the percentage of 35.5%, 400-600 baht 25%, 200 baht of below
with 17.1%, and the last with percentages of 17.1% who chose 600 baht or
above, respectively. Besides, the majority of surveyees’ chose to consider
buying the old brand with new image and product with the percentage of
81.6%, whereas 18.4% decided not to.
Brand equity
● Srichand is recognized by the consumers as the old-fashioned brand with
the reputation of rebranding with new products. Also, its outstanding
vintage design, font, layout, and purple colours are thought of when
Srichand mentioned.
● The famous advertising went viral on the internet as it looks quite
international and luxurious, contrasting with the old image of the brand.
Brand Identity, personality, uniqueness
The brand Srichand is known as its purple color, vintage flowery
design, the famous logo that can be both read in English as SC and
Thai ศ. The brand represents the brand as the herbal-based
ingredient and natural beauty. As the famous product of the brand is
the product ‘Translucent Powder”, it
Brand Identity, personality, uniqueness
As the famous product of the brand is the product ‘Translucent
Powder”, the brand implied the idea of the diversity of skin tones of
customers.
Brand focus
Three strategies that Srichand uses to solve problems

● Marketing modification
○ Adjust the company to bigger market that customers have ability
to afford
● Marketing mix modification
○ Specifically alternate the existing product
● Product modification
○ 4p: price place product promotion
● Brand collaboration
○ Srichand collaborate with Disney (grab children and Disney’s fan
attention)
4P
● Price
○ There are slight difference between the mask type and the
cosmetic branch.
■ the price of mask powder will not exceed 100 baht, while the
cosmetic powder price is no more than 280 baht, and lastly,
kids powder costs around 65 baht.
● Place
○ the company has increased the opportunities by expanding
channels of distribution. Srichand has distributed to drugstores,
convenience store, cosmetic shop, and online store.
4P
● Product
○ expanded the product mix such
as introducing new mask product
(Srichand Tanaka Gold Powder
Mask and Night Time Baby
Powder).
○ Recently, the brand also launched
the new products which collabs
with the Disney princess to
change the brand’s image.
4P

Promotion
the company focuses on promoting the
new re-image of the brand and create the
engagement between company and consumer.
To set the precedent, the brand launched
the advertisement which altered the
perspective of the consumers for the brand
to be more luxurious and modern.
 SWOT
strength
- The company had long-time
experience in this field, for over
60 years.
- The products are well-satisfied
with good quality
- The brand has distinctive
uniqueness and Thainess
Weakness
- variety and range of brands’
products are quite narrow.
- The image of the brand in the
perspective of some consumers is
out-of-style and not modern
enough.
- the channels of distribution of the
brand are not well-varied.
 SWOT
Opportunities Threats
- The cosmetic industry itself - Customers could use western
generally has high opportunity and Korean cosmetic, which
of growth. created competitors to
- The attention to the organic Srichand both from direct and
and healthy lifestyle trends indirect way.
has been rising, which goes
along well with the concept of
herbal ingredients of every
products
 Conclusion
● Mr. Rawit is the person who brought a huge movement in helping Srichand to
succeed in rebranding.
● Engineering field, financial field, proactive marketing have been well-developed in
order to fit the modern trends.
● Introduced a new product by using differentiated marketing, re-imaging,
re-packaging approaches
● The brand image becomes more luxurious and modern one.
● Srichand minimize competitors using three strategies, which are marketing
modification, product modification and marketing mix modification.
Suggestion
● Increase product varieties and product line.
● The healthy and organic trends is now rising, so the company should try
to maintain the uniqueness in purpose of creating the brand loyalty for
further benefits
● Launch more promotion and outstanding campaign that can grab
consumer’s attention
Thank You