BETTER WAY SHIFTS FOCUS TO BOOST REVENUE

       Better Way(Thailand), the direect-sales cosmetics business under the Mistine brand, will focus more on the sale of products costing at least Bt200 in a bid to boost revenue to Bt10 billion within two years.
       Managing director Danai Deerojanawong yesterday said the company planned to boost the revenue contribution from products in this category to 50 per cent in the period.
       Last year, products costing about Bt100 apiece-targeting the mass market-contributed 80 per cent of sales value.
       The company began to focus more on higher-priced items early this year, since which time their revnue contribution has risen to 30 per cent.
       Better Way earlier targeted 2009 revenue growing by 7 per cent from last year. Howerver, its revenue growth in the first half far exceeded expectations, coming in at 15 per cent.
       The two main factors behind the good permance are its shift to focusing on higher-priced products and the increasig number of Mistine sales agents, said Danai.
       Customers who buy products worth Bt and up spend an average of Bt1,500 per bill, while those purchasing cheaper products spend Bt900 to Bt1,000.
       Danai said the company would double the number of upper-level Mistine products to 50 this year.
       It will also increase the marketing budget for all products this year to Bt600 million, up from the previously allocated Bt550 million, as it foresees continued bright prospects.
       "We're willing to spend more on marketing activities in the second half, in order to maintain revenue growth at 15 per cent for the rest of the year. We expect revenue of Bt8.3 billion to Bt8.5 billion this year. The only factors we're concerned about are the political situation and global oil prices, which will affect consumer sentiment," he said.