Singer to promote sales of "Singer all-purpose oil" with 2008 projection set at 50 million baht after resolving serious problems of product imitation
Company warns counterfeit oil can cause damages to equipment
April 2, 2008 - Singer Thailand Public Company Limited prepares to seriously revive the marketing and sales of its legendary all-purpose oil, which has been widely known in the Kingdom for over 100 years. The genuine Singer all-purpose oil is currently faced with problems of product imitation that dominates over 50% of the almost 100 million baht total market, causing the less aware public tremendous amount of damages as inferior counterfeits are incomparable in terms of quality.
Boonyong Tansakul, Sales and Marketing Director of Singer Thailand Public Company Limited, disclosed that counterfeit Singer all-purpose oil was sold cheaply to buyers. However, the attractive price could not compensate for what fake oil users had to suffer as most of the counterfeited oil contained cooking oil that was not supposed to have any lubricating quality. "Several consumers have had terrible experience with the fake oil and filed their complaints with the Consumer Protection Office, mistakenly blaming Singer as the culprit, not knowing that they were using fake product that does not have anything to do with Singer. The brand as well as product with over 100 years of reputation is somehow tarnished by the incidents," said Boonyong.
"It is time for Singer to seriously revive the market by promoting proper product awareness through various media channels in order to reach Singer's target consumers directly before fake products create anymore wide-scale damages. We will educate our audience with knowledge of the oil and how to recognize the genuine Singer all-purpose oil from the fake ones currently flooding the market," he said.
At present, the all-purpose oil market is almost 100 million baht in value in 2007, of which 9 million baht represents the value of counterfeited Singer oil in the market. The genuine Singer all-purpose oil shares only 8 million baht from this lucrative market, which has been at this level since 2004. In contrary, counterfeit products gain bigger market share every year.
"Singer all-purpose oil was practically the product that created the all-purpose oil market category in Thailand in 1989 by being the only product of its kind available in the country with respectable sales of 8 million baht. The sales later soared to 22 million baht while the overall market value exceeded 42 million baht. During that time Singer saw competition from both genuine and fake products. It was in 2004 that Singer significantly reduced communications for the all-purpose oil, prompting the sales to tumble back to the 8 million baht level. The serious product revival and public relations campaign against fake products in the market should enable Singer to bolster the sales of its all-purpose oil to 25 million baht. Most consumers will be provided with the correct understanding of genuine as well as counterfeit products including their quality and downsides," he explained.
Thailand's all-purpose oil market should improve to around 110 million baht at the end of 2008.
"Sales of Singer all-purpose oil will improve as a result of greater sales network. The product will be available to the general public through 200 Singer Shops nationwide. All Singer salespersons will also spearhead campaigns to put in place proper product awareness among customers using a knock-door approach," he added.
Singer all-purpose oil is available in 3 categories for different purposes and usage as follows:
1. Singer all-purpose oil for lubrication and rust protection suitable for household equipment and sewing machine in 80 CC size package.
2. Singer all-purpose oil for industrial sewing machines to reduce wear and tear and protect against rust in 130 CC size package.
3. Singer all-purpose oil for industrial machinery in 900 CC size package.
Please use only genuine Singer all-purpose oil for optimum efficiency. Call 02 352-4777 ext. 4201, 4727 for more information on Singer all-purpose oil or report whereabouts of fake Singer oil.
For more information please contact:
Budsakorn Konluk
Effective Partners & Associates Co., Ltd.
Tel. 02-973-2700
Mobile 089-686-7145