Philips Avent eyes top spot

PHILIPS Avent, a brand offering premium pregnancy kits to playground range, is working on strategies that will help it secure the number one position in Malaysia within the next two to three years.

Philips Avent, which carry products ranging from feeding bottles to breast pumps, expects to achieve this goal by tripling its sales over the next three years.

"Avent is (now) among the top three Malaysian brands," Naeem Shahab Khan, Philips Malaysia sales organisation leader, consumer lifestyle, said.

Being number one means biggest in terms of sales and brand recognition.

In a recent interview with Business Times, Khan said Philips is confident the product will do well in Malaysia despite its high-end positioning.

Avent products are generally priced three times more than its competitors.

"It's a misguided perception that a premium product cannot be a market leader. When it comes to health, money is not the most important factor," he said.

Working in Philips' favour is a lack of competitors in the Malaysian market in terms of product range and quality.

With this in mind, it intends to drive sales by improving customer reach.

"Availability of the product is not at its best at this point," Khan said.

As such, Philips wants to educate and create awareness of the brand through lectures and tips to mothers.

"We are not only a baby care company, but a mother and child care company from pre-pregnancy to toddlerhood of the highest standard.

"We will expand our range of pregnancy to playground," he said.

While he admits that it is a challenge in "justifying the premium pricing", consumers are willing to pay for superior quality for their well-being.

Avent, originally a UK-based company, started as milk-bottle company in 1984. It was founded 25 years ago by Edward Atkin. It first entered the Malaysian market in 2003 and Philips bought the international business in 2006.

Once Philips stepped in, it immediately worked on expanding its reach.

According to Khan, the market for these products is growing at a much faster pace than anticipated. Accordingly, it will place more resources to market and distribute the products.

"Malaysia has big potential. In the Asia-Pacific region, it has the biggest growth potential. Our top markets are Australia, New Zealand, Korea and an up and coming market is Malaysia," senior customer marketing manager, health & wellness, Sub-cluster Asia Pacific, Philips Consumer Lifestyle Christine Tan said.

Currently, the best-selling Avent products are the feeding bottles, sterilizers and food preparation appliances such as combined steamer and blender.

"Avent is not just about bottles and breast pumps any more," she said.

Avent plans to introduce glass bottles in Malaysia sometime next year.

This year's new introductions include bisphenol A free polypropylene milk bottle, soothers, teethers, eco-friendly DECT monitors that is energy-saving and video monitors.