Mothers always want to provide the best for their babies. But modernday moms are more determined to rise their kids on the smart lines of cheerful, comfort and convenience. They hate compromising on the safety or quality of the products they use for their family but looking for the best as affordable. That being said, businesses in the baby products space need to rethink and re-engineer their products and adapt to more skin-friendly, and eco-friendly practices while offering products at affordable prices. Very few stalwarts have already begun to come forward to make the best baby care. A North Start among such brands is Babylove.
Babylove is brought to you from the house of DSG International (Thailand) a leading provider of quality disposable diapers for babies and adults in Southeast Asia. The company has been manufacturing and marketing its products primarily in Thailand and Malaysia. “We are driven by the mission of “Cohesive Society” aiming for a society where people can continue to spend their lives in their own way by becoming independent and helping each other.
We are committed to making it happen by putting our vision philosophy “NOLA DOLA” (Necessity of Life with Activities & Dreams of Life with Activities); which means we believe and contribute to providing people with gentle support both in their minds and body for freeing them from various burdens while contributing to fulfilling the dream of every person. This has been leading our brand to never stop truly understanding babies and moms and support them to be confident in raising their kids to enjoy the fun journey of growing up,” remarks Apisak Akarapattananukul, the CEO.
The Journey
Babylove launched in 1996 with Babylove Easy Tape as the first product before driving into pants innovation and became one of leader growing year on year in the market. With more than 25 years of strong presence and growth, Babylove continue to emerge as a stronger player with great growth momentum. “Since the inception, we have been focusing to educate and drive awareness among parents; while innovating along the by learning consumers’ insight and serving them on baby development to enhance moms’ & babies quality life. In 2013, owing to the mass-consumer demand, we launched Babylove Day Pants which is now product power improved and changed to “Babylove Day NightPants” – it is the key contribution of the Babylove business.
We also continued to accelerate the category and our business by upgrading Babylove Play Pants premium and Babylove Easy Tape, tap on “Balance Seeker”, who has always been looking for GOOD QUALITY with the balance on PRICE”. Phornphat Jiraruangpanya Marketing Director adds, “We have a new communication campaign strengthening on position and ladder how BabyLove is good supporter both dad and mom on their baby development at their affordable.
Ever since our campaign and products rolled out, we have seen growth in our brand equity and market share. Currently, we still keep consistent and move on to the next phase of product upgrade and new innovation to strengthen the strategy that will allow us to leverage and improve upon our portfolios to bring NOLA DOLA comes true”.
Top Quality Products& Solutions
All Babylove products in every range have good absorbency and comfort to satisfy top consumers' functional needs. However, the company innovates with specialized technology such as Tripple Lock, Super Active, and Miracle Gel to build confidence in product quality at affordable prices. Moreover, all Babylove products got Hypoallergenic tested to protect baby’s skin and prevent irritation.
“Good Quality and affordable pricing” have been our strengths and this has led the Babylove brand successfully receive recognitions such as No.1 Best Pants from 10,000 Moms voted 2 consecutive years by 2020-2021, Top Rank Performance Diaper brand in social media since 2019-2022, and Top Branding in consumers’ mind when Dad's Role is Changing. Recognition and achievement are the key value that Babylove keeps consistent under the common management model as “management with resonance” by all group employees and follows Genba Style (to see the real situation at actual place).”
We are committed to solving environmental and social issues while providing new value and better quality of life to consumers and communities and assuring steady business
Babylove goes deep to understand moms’ insights along their journey since prenatal stages. Marketing Director adds up “For instance, we found that 85% of Pregnant Women during the Covid Pandemic were stressed about the impact on pregnancy. We were the first baby diaper brand to serve Moms by collaborating with the Faculty of Music (Mahidol University) to develop a music playlist designed under the consultation of a Music Therapist. We launched “Babylove Melody Campaign #Love Bonding” and broadcasted for free on Babylove Online Channel, We would like to ensure our customers’ baby development since first stage” she concluded.
Apisak Akarapattananukul, CEO, Phornphat Jiraruangpanya, Marketing Director, DSG International (Thailand)
Apisak graduated MBA from Srinakharinwirot University, major in Marketing. He began his career at Bristol- Myers Squibb as Sales Representative and District Manager in last position for 21 years, then he moved to join with the leading market expansion services company, DKSH Thailand for 11 years as Assistant General Manager in Consumer Goods Division. And before joining DSG International (Thailand), he worked for Unicharm over 5 years as a Sales Director.
Phornphat has a Bachelor and MBA in Business Administration of Marketing from Assumption University. Gained more than 20 years of FMCG professional with a track record on marketing, consumer insight and journey from top and multinational FMCG and Health Care companies like Procter & Gamble, Reckitt Benckiser, Unilever and Blackmores before moving to lead marketing at DSG International (Thailand).
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