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The Advertisement Biopsy on Pain Relief Balms

Prepare for Biopsy

This report intends to identify the elements of marketing communication in 2 print ads of the well known pain relief balm in Thailand pharmaceutical market. The 2 brands are Tiger Balm, and Peppermint Field (Sieang Pure Oil). It will reveal the strategy used and embed into the print ads for the target audiences.


Understand the Anatomy of the Market

Both of the pain relief balms, Tiger Balm and Peppermint Field are competing in the same segment of Pain Relief Balm, the sup-segment of OTC Dermatology Pain Relief in the Pharmaceutical category. Below is the landmark for them.































The Results of Physical Test before Biopsy has shown the target audience for both Tiger and Peppermint Field are as follows;

Tiger Balm = NCU, BL
Peppermint Field = NCU, OBL

If we look at the generic target audiences which has been divided into 4 groups, both Tiger Balm and Peppermint Field are targeting the same audiences in New Category Users (NCU) . In order to catch this target group, Tiger and Peppermint Field has repackaged from the jar to tube and sticks, which currently use as package of modern medicines now a day. The NCU that both brands are targeting is office workers male and female age of 18-35 years


Despite the same target audience they are sharing, “Peppermint Field also aimed to grasp Other Brand Loyalty (OBL) as the name of the product was changed from its traditional Chinese, Sieng Pure Ew which considered outdated.” said Suwanna Akra pongpisak (Director of Bertam Chemical (1982) Co.,Ltd) .

On the other hand, with bigger...