Make visits to the dentist enjoyable

Make visits to the dentist enjoyable

Kasi Suriyapan is following a family tradition by making a Thai herbal toothpaste a household name

Ms. Kasi says Tepthai is committed to developing quality products and the company invests around 10 million baht in R&D every year.

Tepthai toothpaste has been one of the country’s biggest media consumers in recent years.

Last year, according to market research firm Nielsen, Tepthai ranked No. 5 in ad spend by brand in the country, behind 29 Shopping Direct Sales, O Shopping Direct Sales, Coke Soft Drinks and Direct Sales RS Mall.

The company hired a number of famous television actors and actresses such as “Bella” Ranee Campen, “Weir” Sukollawat Kanaros, “Kong” Saharat Sangkapreecha, and “Mam” Jintara Sukapat as presenters.

Kasi Suriyapan, director of Tepthai Product Co, said such a large expenditure is considered worthwhile, as the Tepthai brand is quickly becoming known to consumers as sales increase.

“Advertising spending is about letting consumers know about what we do and the quality products we produce,” said Ms. Kasi, a daughter of Tepthai founder Sirikorn Chewpreecha.

“Our most important strategy is to provide a highly concentrated herbal formula that helps reduce gum problems, tooth decay and reduces food and drink stains that stick to teeth and can become plaque.”

Ms Kasi, who holds a master’s degree in cosmetic science, said Tepthai wanted to change people’s belief that brushing your teeth requires a brush full of toothpaste. Using the size of a green bean seed is enough to clean your teeth and freshen your mouth, she said.

FAMILY CALLS

Tepthai was founded by Ms Sirikorn, now 60, who moved her family from Bangkok to Na Mom district in Songkhla province after the devastating impact of the Tom Yum financial crisis Kong in 1997.

Ms Sirikorn moved because she has a close friend there and they considered starting a small business together.

At first, Ms. Sirikorn thought of selling Thai sweets, but ended up in the business of toothpaste and herbal products, which she learned from her grandfather who was a former military doctor who specialized in various herbs.

His grandfather used his knowledge to treat patients in many villages during his life.

At first, the family tried their toothpaste and herbal products on a neighbor who had a toothache. The neighbor wanted to buy toothpaste and herbs later after his toothache was relieved.

The quality of the toothpaste was then recommended and spread by word of mouth, encouraging the family to start a small business with an initial capital of only 500 baht.

“Our family’s business has grown step by step. From making toothpaste by stirring boiled ingredients in an enamel basin, over the years we have grown into a business and established our brand, expanded distribution channels and eventually built our own factory,” Ms. Kasi said.

The company launched its brand titled Rak Thai Toothpaste in 2003, changing it to Tepthai in 2006 as Rak Thai was already registered by another company.

The family also decided to include Tepthai products in One Tambon, One Product (Otop) shows since 2004. In 2013, Tepthai toothpaste was selected as a 5-star Otop product, and the brand became more recognized, especially for helping relieve toothache and gum pain. sickness.

In the same year 2013, Tepthai Product Co was registered.

TARGETING THE MASSES

“From a small family business that my mother hoped would generate income after the 1997 financial crisis, our business expansion must be credited to Mass Marketing Co, with which Tepthai has partnered since 2014,” Ms Kasi said. .

“Mass Marketing, one of Thailand’s leading consumer goods distributors, helped us in terms of marketing strategies and increasing distribution channels in modern trade and convenience stores.”

The Company’s products are available in Thailand, Cambodia, Laos, Myanmar, Vietnam, the United States and Australia.

Tepthai also plans to export to other countries like China.

The company operates a factory in Na Mom district, Songkhla province, the investment cost of which amounted to more than 30 million baht.

The factory employs around 160 local workers, with a production capacity of 1 million toothpaste tubes per month.

In 2020, the company had sales of 378 million baht and a profit of 107 million.

She said that to grow, Tepthai is committed to continuing the development of quality products using innovation, with R&D investments worth around 10 million baht per year.

This investment will help the company expand its customer base to younger generations, Ms. Kasi said.

“Our most important strategy is to produce quality products and set high standards, while building the brand will help strengthen the company’s growth,” she said.