Marketing 18th Edition by William Pride,Ferrell

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Mistine Develops Successful Integrated Marketing Strategy
Mistine understands the power of promotion in building brand awareness. Owned by Thai firm Better Way, Mistine was launched in 1991 as a direct selling cosmetics firm. The company's adoption of a direct selling model enabled it to become a first mover in the Thai direct selling market. Yet unlike similar firms, Mistine decided to do things differently by becoming the first direct selling company in the world to engage in mass media advertising. Its integrated marketing campaigns have propelled Mistine into one of Thailand's most accepted brands.
Mistine owes its early promotional success to Dr. Amornthep Deerojanawong, co-founder of Better Way. Dr. Deerojanawong began to advertise the company's lowcost but quality cosmetic products through media interviews and seminars. His credibility as a doctor developed trust in Mistine products. To reach a mass audience, however, Mistine had to invest in television advertising. Its first television campaign was meant to spread awareness about the company. With the tagline "Mistine is here!" Mistine's television campaign was widely successful and increased brand awareness from 10 percent to roughly 70 percent. The company markets itself as "The Asian brand for Asian women" as a way to promote the fact that its products are made to complement Asian skin tones.
Mistine continues to engage in heavy advertising, launching campaigns featuring popular actresses, actors, and bands as Mistine brand ambassadors. Many of these celebrities have been featured on Channel 7 or RS Entertainment, Thai television channels with soap operas popular among Mistine's core market. Mistine has become an expert at choosing celebrities that resonate with these target markets. To take advantage of the favorable impression of Korean cosmetics (especially among teenagers), Mistine used a famous Korean band to promote its BB Powder. The company has also created its own Facebook page to extend its worldwide reach.
In addition to its well-known advertisements, Mistine has also garnered publicity for its cause-related marketing campaigns. The firm is adept at linking causes that people care about with its products. For instance, the company featured famous Thai movie actress Petchara Chaowarat to present the company's "Diamond" lipstick collection. By utilizing Chaowarat-considered the "biggest-name actress in Thailand"-to promote the brand, Mistine not only made its brand appear prestigious but also engaged in cause-related marketing by agreeing to donate part of the lipstick's revenue to the Thailand Association for the Blind (Petchara Chaowarat was struck by blindness during her acting career). This form of public relations allowed Mistine to leave a favorable impression among its target market.
Although customers can find Mistine products in retail stores or order them through the firm's catalog or website, personal selling remains a crucial component to Mistine's integrated marketing strategy. Each day, Mistine salespeople make their rounds to meet customers and prospective customers. This face-to-face interaction enables salespeople to interact with potential customers by presenting product benefits, answering questions, and handling objections. Additionally, it provides Mistine with the opportunity to develop relationships between its sales force and its customers. An advanced computer system tracks sales, and Mistine's fleet of trucks can deliver the products within 1 week of ordering. Mistine's strong distribution system, efficient sales force, and quick delivery services have gained the company many loyal fans-particularly among Thai housewives, factory workers, and teenagers. Additionally, by expanding into different distribution channels Mistine has been able to reach new target markets.
Mistine's effective use of advertising, public relations, and personal selling has provided it with a competitive edge over its rivals. In fact, the company has been so successful that it is expanding into countries such as Myanmar, Indonesia, Ghana, South Africa, and the Democratic Republic of the Congo. As it continues to expand, Mistine will have to change its promotional strategies to account for different cultural values and infrastructures. However, if it can achieve the marketing success that it has in Thailand, then the cosmetics company will be well on its way to becoming a popular global brand. 63
Questions for Discussion
Why is personal selling useful for marketing Mistine products?