Celebrating its 40th anniversary, Moong Pattana reinforces its leadership in mother & baby products with a “HEART-MADE WELL-BEING” strategy, an omni-channel approach, and the launch of “The Book for All Moms” for Gen Y’s “sandwich generation.”
Bangkok, Thailand – Moong Pattana International Public Company Limited, or Moong Pattana, the creator of the success story as a leader in the mother and baby product market for over four decades under the brand “Pigeon” and other brands that cover all age groups, held a celebration for its 40th anniversary. The company announced it is reinforcing its leadership in the market with the launch of “The Book for All Moms,” a guidebook for modern mothers that embraces diversity and inclusion, and revealed the marketing strategies focused on omni-channel consumer engagement.
Mr. Methin Lersumitkul Chief Executive Officer of Moong Pattana International Public Company Limited, spoke about the journey over the past 40 years: “Moong Pattana is not only a manufacturer and distributor of products for mothers and babies, but we are also committed to being a part of improving the quality of life of consumers of all ages. We do this through the HEART-MADE WELL-BEING COMPANY strategy, which emphasizes innovation, product quality, and creating positive change for society.”
Omni-Channel Strategy: Reaching the Market Through Every Channel:
Moong Pattana recognizes the changing behavior of consumers in the digital age, who increasingly purchase products through various channels. Therefore, the company has adjusted its marketing strategy to be Omni-Channel, connecting the customer experience both online and offline.
- Online Channels: From online sales accounting for only 1% before the COVID-19 situation, the company has accelerated the development and added online channels seriously. Currently, online sales have grown to 27%, with the main channels being the Pigeon Official Store and the Moong Pattana Official Store on various leading e-commerce platforms, including the company’s own website. In addition, influencer marketing and content marketing are used to create brand awareness and engagement.
- Offline Channels: Moong Pattana continues to emphasize offline channels, which are the main channels that generate revenue for the company. Products are distributed in department stores, retail stores, pharmacies, and mother and baby stores nationwide. In-store promotional activities are also organized to create a good customer experience.
Expanding the Customer Base with Content Marketing:
In addition to developing sales channels, Moong Pattana also focuses on creating content that meets the needs of the target audience, especially modern mothers, who need accurate and reliable information and knowledge to raise their children.
The launch of “The Book for All Moms” is part of Moong Pattana’s Content Marketing strategy. This book is not only a parenting guide, but also a tool to build relationships and engagement between the brand and customers. It provides easy-to-understand content that is accessible in various formats, including a physical book, an audiobook, and an online book.
Gen Y Mother Insights and Solutions:
From studying the insights of Gen Y mothers, it was found that they face the challenge of being “the sandwich generation,” responsible for taking care of their children, families, and themselves at the same time. They also need accurate and reliable information and knowledge to apply to raising their children.
Moong Pattana has used these insights to develop products and services, as well as marketing communications, to meet the needs of Gen Y mothers directly. This includes developing products that make parenting easier, creating content that provides knowledge and advice on parenting, and creating online communities for mothers to share experiences and information.
“The Book for All Moms”: More Than a Book, It’s Understanding
“The Book for All Moms” is more than just a parenting guide. It is a tool that reflects the understanding of the needs of modern mothers, who are diverse and want information that is easily accessible.
The content of the book covers the development of children at different ages (0-6 months, 7-12 months, 1-3 years), presenting different perspectives between mothers and children. This allows mothers to better understand their children and solve problems that arise appropriately.
In addition, the book has a variety of formats to meet the needs of all mothers, including a physical book with colorful illustrations and Braille for visually impaired mothers, an audiobook that increases convenience in accessing content, and an online book (E-Book) that can be downloaded for free.
Moong Pattana’s Next Step: Towards Full-fledged Health & Wellbeing
Mr. Methin added that “The Book for All Moms” is only the beginning of Moong Pattana’s diverse content creation. In the future, the company plans to expand to other content formats to reach various groups of mothers more comprehensively.
“We believe that access to accurate and appropriate knowledge, coupled with love and understanding, is a key power that helps mothers raise their children to grow up with quality. And ‘The Book for All Moms’ will be part of creating a warm and strong society.”
Simultaneously, Moong Pattana continues to expand its business to cover all age groups, under the concept of “Health & Wellbeing” in its entirety. The goal is to be a company that can meet the needs of consumers comprehensively, from products for mothers and babies, personal care products, products for the elderly, to healthy food and beverage products.
For those interested in “The Book for All Moms,” you can read it online in both e-book and audiobook versions via the Moong Pattana website. And follow more news and information about the company on the website.
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