Bertram (1958) Co, the producer of Siang Pure and Peppermint Field aromatic inhalers, is planning to spend 500 million baht to establish a new factory to support the company's future growth.
According to Suwanna Eiampikul, the company's chief executive, the new factory would be built in the same area as its existing factory in Lam Luk Ka, Pathum Thani.
The planned 500-million-baht investment would cover research and development, but excludes spending to be used to expand the space at its existing warehouse, land, and machinery.
Meena Akrapongpisak, the company's assistant vice-president for marketing, said the firm also plans to ramp up its business both in Thailand and in overseas markets, mainly Japan, South Korea, the Philippines, Singapore and Laos, depending on the product categories.
In the domestic market, the company is trying to modify the ways its inhaler products are presented to target customer groups to retain their popularity.
The company's marketing strategies would also be adjusted to accommodate changes in demand and the lifestyles of consumers in the modern era, Ms Meena said, adding that the company would change the image of traditional inhalers into a new everyday-use item by launching a new music marketing campaign to promote Peppermint Field, with Krit "PP" Amnuaydechkorn, a popular singer and actor, as its presenter.
Mr Krit is expected to help attract new-generation consumers, particularly students and gamers.
Peerapat Jangyodsuk, the firm's marketing director, said Thailand's inhaler market continues to grow every year with new customers opting to use the inhalers.
People usually use 1-2 inhaler tubes per month. However, the market has become increasingly competitive, with new players entering the fray.
After the Peppermint Field inhaler was launched 18 years ago, there were only 1-2 major inhaler brands in the market, but during the three years of the pandemic, both small and large players entered the market.
"We are putting more focus and heavily spend on research and development to develop a wider variety of products to lure new customers," said Ms Meena.
According to Ms Meena, inhalers sold through modern trade channels are worth 1.16 billion baht. The Peppermint Field inhaler is No.2 in the modern trade market, controlling a 24% share. It aims to grow its market share by 3-5% this year.
"The inhaler market is expected to see double-digit growth this year because people have returned to their normal lives and more people are travelling across the country," she said.
The company expects sales of Peppermint Field inhalers to grow by 10-20% to 160 million baht this year.
In a related development, the firm is scheduled to launch the new "Siang Pure'' product to the market by the end of this year.
With all its business plans, Bertram sales are expected to reach 3 billion baht by 2026, from 1.7 billion baht recorded last year.
