A Baby With a Severe Cow's Milk Allergy: How ATTITUDE MOM, a Thai Breast Pump Brand, Spread by Word of Mouth All the Way Abroad
The story of Suree Khunmongkolvut, a mom whose child had a severe cow's milk protein allergy, and the breast pump brand moms recommended to each other until it reached moms abroad.
Many mom-founded brands do not come from a polished business plan, but from the most exhausting stretch of raising a child. ATTITUDE MOM is one of them.
What was the starting point?
Quick Answer: Khun Suree’s child had a severe cow’s milk protein allergy and needed a special formula made specifically for allergic children. Her experience during that time was the starting point that led her to build a breast pump brand for moms.
How did the brand grow?
Quick Answer: Through word of mouth among moms, not from any plan to go abroad.
She told Bangkok Bank SME that in the first year she was not looking at overseas markets at all. But once the brand became known among moms, people from Cambodia and Laos bought it to take home, and later it reached Thai moms living in Australia, the UK and the US as well.
What can moms in Thailand take from this?
If you have been through something hard with your child, the knowledge you gained is very valuable to other moms. Whether you turn it into a product, a service, or simply content that helps moms going through the same thing, you can start with any of them. And remember, if your product is truly good, mom groups are the most powerful channel there is.
Note: We are telling this story from a published interview. We received no payment from the brand, and we have not ranked or reviewed its products.
Take these with you
3 lessons for moms who want to start
- 01
Your child's hardest problem becomes your deepest knowledge
A mom who has been through a serious problem herself knows details most people do not. That knowledge is what makes a product feel right to other moms.
- 02
Mom groups are the most powerful channel
This brand did not start with overseas advertising, but with moms who used it and told others. Take the very best care of your first customers.
- 03
Markets you did not plan for may come to you
Thai moms abroad became customers without her planning it. Keep online channels open so people far away can buy easily.
Questions parents ask
01How did ATTITUDE MOM start?
From the experience of Suree Khunmongkolvut, whose child had a severe cow's milk protein allergy, according to an interview with Bangkok Bank SME.
02Where is ATTITUDE MOM sold?
According to the interview, the products became known among moms and spread to Cambodia, Laos, and Thai moms living in Australia, the UK and the US.
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