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ICC achieves target to pick 1.04 billion baht net worth

Feb '06
ICC International Plc, marketing arm of consumer goods company Saha Group, was able to meet its sales target last year, since the crisis of 1997.

It estimated that sales reached 11.5 billion baht in 2005, registering an increase of 15 percent last year, picking up a net profit of 1.04 billion baht.

ICC sales had dropped to six billion baht in 1997 compared to sales of 11 billion in 1996, with net profit sliding to 100 million baht from the previous one billion baht.

ICC President Boonkiet Chokwatana said the impressive growth of the company was due many business strategies to push sales.

It asked employees to remain positive during crisis and focus on sales growth in production, marketing and distribution channels.

New strategy increased sales of main items such as Lacoste apparel, Essence fabric-care products and Sheene cosmetics.

Also, BSC cosmetics, Wacoal women's lingerie, Arrow apparel and Lacoste contributed in a major way to the company sales turnaround.

ICC's fifth major contributor this year was the Essence brand which turned in a better performance.

ICC strategy included distributing products through the networks of its affiliate Saha Pathanapibul, covering about 100,000 grocery stores.

Company intends to diversify into new areas by launching a coffee chain "Cafe De Ars".

Boonkiet plans to increase promotional budget for products, from 2 to 3 percent of its total sales of 2005.

The company's growth is expected to remain at level of 15 percent this year also.

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