Polident sinks its teeth into marketing

Polident, the denture-care brand from the pharmaceutical giant GlaxoSmithKline, expects 50% revenue growth this year amid heavy marketing.

‘‘We ensure our customers know how to use our products,’’ says Ms Jarinee.

Last year's revenue also rose by 50% to 100 million baht.

Jarinee Wongkamthong, the head of marketing at GlaxoSmithKline (Thailand), said Polident began advertising just three years ago. Before that, revenue growth was in single digits.

Thailand has 9 million denture wearers, with a testing rate of only 10%.

"This opens up a large area of opportunity for customers to become aware of our products, so we can recruit new users who will continue to use our brand," said Ms Jarinee.

Last year, Polident spent 30% of its revenue on marketing including TV and in-store ads, leaflets and information given to dentists.

It plans to spend the same amount this year.

"The reason we have a large marketing budget is because the products require a lot of understanding to ensure proper use," said Ms Jarinee.

Polident has two products in Thailand _ creams and cleansers _ with the former contributing 70% of the brand's revenue.

The company only began promoting its cleansers last year despite the two groups being introduced in the market at the same time.

Polident's creams sell for 89 baht for 15 grammes and 199 baht for 60 grammes, while its cleansers cost 39 baht for six tablets and 119 baht for 24.

Ms Jarinee said the two will provide an equal contribution to the brand's revenue within two or three years, as they are used together.

Distribution channels include drugstores, supermarkets and hypermarkets.

Ms Jarinee said Thailand has 15,000 drugstores, of which 80-90% supply Polident products.

GlaxoSmithKline hopes eventually to distribute the products in dental clinics and hospitals.

When cleaning dentures, Ms Jarinee recommends they be removed and soaked in water containing one tablet for five minutes.

"Thais usually use toothpaste to clean their dentures, which can damage them, as they're much more sensitive than teeth," she said. "Toothpaste also contains abrasives that can scratch dentures and become places where bacteria can attach and grow."

Polident plans to broaden its range of products once it further strengthens the brand.