A constant question. Do we allocate money to advertising or product quality? Our Penang Island-based Australian Master Formulator, Dr. Mike Thair, shares his thoughts on what makes Indochine Natural tick.
We’ve heard from the marketing gurus. Their mantra? Invest in more ads, increase your marketing budget, sign up brand ambassadors. Employ marketing and sales professionals. I’m always asking for the expected returns on these investments. It’s a great conversation stopper.
Our approach to advertising or product quality?
Our thoughts? Doing away with a lot of marketing expense means we can refocus where we spend our money. We invested in reality rather than fiction. We worked back up our production chain and made changes. We spend more on production and ingredient quality than investing in smoke and mirrors. This means we invest in high-quality production equipment and globally source the best quality ingredients. And most importantly, invest in the Malaysian artisans making our products. We provide attractive salaries and working conditions.
In making these changes we produce skincare products that are four to five times more expensive to produce, yet we can still offer them at the same retail price as the big mass-produced brands. And provide customers with quality that is superior to factory-produced mass-market brands.
But every day we have 100’s of reasons to lose hope. But we keep going. Our mission? Create incredible products. Escape the ordinary and do things differently.
Have we been successful? You be the judge. Please let us know what you think.
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