Kimberly-Clark Thailand, a maker of personal care products, expects revenue growth of 10% in 2014 on the back of opportunities for facial and multipurpose tissue paper.
The market has lots of room for growth, says Ms Ratree. APICHART JINAKUL
For 2013, the company expects 5 billion baht in revenue, up by 10% from 2012.
Of this year's total, 3 billion baht will come from retail channels and 2 billion from corporate customers.
Managing director Ratree Skuntantimeta said roll tissue paper accounted for 80% of the 5.5-billion-baht market and facial, multipurpose and other tissue paper the rest.
Average growth in the tissue paper segment is estimated at 5-6% per year, facial tissue paper 10-15% and multipurpose tissue paper 20%.
Ms Ratree said the company has educated Thai customers about the usability of each type of tissue paper.
New categories introduced include wet tissue paper and facial paper in small packs.
"The market value of tissue paper in Thailand is four times smaller than in Australia, so I think we still have a lot of room to grow," said Ms Ratree.
After becoming managing director early this year, she has focused on sustainable growth, human-resource development and corporate social responsibility, believing these elements will help to boost business in the long term.
Next year, the company plans to deploy sustainable, proactive growth strategies for the tissue paper market and prepare for the advent of the Asean Economic Community (AEC) at the end of 2015.
At the same time, it will impose new strategies catering to customer needs and continue investment to accommodate the larger market and more vigorous competition in the region.
Kimberly-Clark sees greater business potential in Asean under the AEC, particularly in Indochina.
It forecasts the Indochinese tissue paper market doubling or even tripling in value, said Ms Ratree.
At present, Indochina comprising Cambodia, Laos and Vietnam contributes 10% of company sales.
But Ms Ratree said the Indochinese market is more concerned about pricing than product quality, and it will take at least five years to educate customers.
Annual production capacity was increased by 20% early this year to 5,000 tonnes and will be bumped another 6% next year to 5,300 tonnes.
Ms Ratree said new players coming into the local market under the AEC will tighten competition.
Indonesia's Asia Pulp and Paper Group (APP) is expected to be a major competitor to Kimberly-Clark.
APP has already penetrated many Asian markets including Taiwan and Thailand with its Pacio and Nice brands.
