Elken Thailand boosts team, eyes big rise in local sales

It will highlight Elken’s award-winning quality products to cater to the demanding health-conscious consumer lifestyle by introducing its latest innovative home-appliance product, the Bio Pure K-Series water-purification system. 

   Elken Thailand expects the new product and strategy to enable it to double its revenue within three years.

   Edward Choo, vice president – International Sales at Elken International, said yesterday that overall direct-marketing business in Thailand had slowed down over the past year to a relatively low growth rate of 3 per cent and a total market worth Bt70 billion, due to the negative political and economic factors faced by the country. 

   However, since the situation in the second half of the year is returning to normal, it is believed the sector will recover and grow at a higher rate as players invest more in marketing activities, he said.

   “Elken, the leader in Malaysian network-marketing business and ranked 50th in the world, plans to aggressively expand its network and boost sales in Thailand after seeing positive signs during the past two to three months. 

   “The company will focus on building brand awareness while continuing to expand the consumer network under the ‘Elken Builds You, To Build Others’ philosophy of enriching lives by nurturing people and building various aspects of their lives. 

   “Elken has developed more than 500 products to cater the needs of the consumers, which are divided into four major groups: healthcare, beauty, fast-moving consumer and home appliances. Elken is considered to be an internationally accepted and recognised brand for its products, such as Elken Spirulina, El Marino and its water purifier, Bio Pure.

   “In addition to creating brand awareness and continuing to expand its consumer network, Elken plans to improve their business systems to facilitate sales and online orders. At the same time, it will continue with its knowledge-empowerment programme to build distributors’ skills, knowledge and entrepreneurial spirit,” said Choo

   “Moreover, Elken plans to launch the latest innovation in its home-appliance category. The Bio Pure K-Series is scientifically proven to effectively remove minute contaminants as small as 0.0001 microns via a five-step filtration process.

   “Through an ergonomic update in functionality and style, the Bio Pure K-Series also offers a cutting-edge design that is ahead of its time … Lauded as the machine of the future, this system has been awarded the only WQA-S300 Gold Seal certification in Asia. 

   “Through the years, it has also been the recipient of the Frost & Sullivan’s Product Line Strategy Award and Customer Service Leadership Award in the Water Filtration Market in 2012, 2013 and 2014, and the Reader’s Digest Trusted Brand Award in 2008, 2009 and 2010,” he added.  

   The company is confident that Bio Pure K-Series will receive a positive response from health-oriented consumers, just like the previous Bio Pure Ken 1 and Ken 2. With its proactive marketing from now on, the goal is to double overall sales within three years, said the executive.

   Elken International has established a stronghold in 10 markets in the Asia-Pacific – Indonesia, Vietnam, Hong Kong, Brunei, Singapore, Malaysia, India, Cambodia, Taiwan and Thailand – with more than 300,000 distributors.

   It has manufacturing bases in Malaysia, China and Indonesia. 

   The company posted global revenue of US$233 million (Bt7.58 billion) last year.