Prepared to drink tea? In the past one to two years, ready to drink tea market appear declining. But also in the first half of 08, ready to beverage tea marketplace grew 16% in market value and 13% in quantity while the whole beverage industry grew five per cent only. This is the result of intense marketing actions in the market.? Buyers perceive that green tea is good for health and wellness whereas black tea is for refreshment Source: Soft drink Co Trading Co., Ltd Source: Oishi Source: Capital t. C. Pharmaceutical drug. Total the true market value: Bt.
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three or more, 600 million Lipton?
Lipton is the marketplace leader of black tea segment (with 80% marketplace share0? Inside the first half of 2008, Lipton ready to beverage tea grew 30%.? Lipton launched Lipton 9 to develop an image of Lipton because the professional in tea products. three to four years ago, Lipton Wave green tea extract was not be successful and withdrew from the market.? The feature of Lipton 9 is definitely new green tea supplement product with 9 types of herbs. Hard anodized cookware believe these herbs are excellent for health.
? Thailand is the initially market that for Lipton 9? Target group: girl aged 20-39 years as well as with health insurance and beauty conscious.
? A Bt20 million marketing budget provides injected to build awareness of the new product with product trial road reveals for nine hundred, 000 consumers, advertising through major mass media channels and photo contests on www. lipton9. com.? Sermsuk needs Lipton 9 to carve out 4-5% from the green tea industry this year? Item price of Lipton on the lookout for: can Bt. 14 and PET jar Bt. 18? Key person: Mr. Isaress Sundravorakul, advertising manager of Serm Suk Ms. Ratchada, non carbonated drink overseer, Pepsi Company Oishi.
? In order to tap the functional drink trend, Oishi launched green tea extract product with chlorophyll ” substance in green plant which really helps to improve body’s blood circulation and increase fresh air level.? Marketing budget for starting Oishi green tea supplement ” blattgrün: Bt. 12 m? Essential person: Suntan Paskornnatee, taking care of director Puriku? Puriku’s blended berry flavor not only makes a big success for the brand name but the new trend and category for prepared to drink tea market: tea + fruit juice. Even Oishi, the market head, has to follow and launched Oishi green tea herb mixed fruit flavored at the same size 350 ml.
? Puriku fruit white-colored tea lies as refreshment drink teens aged 12-17 years instead of functional drink for mature. It is because efficient tea drink consumed a chance to educate consumer; and mature with health-conscious prefers water to drink and juice. Moreover, teens love the nice and sour taste of fruit tea.? Other than offer in five-hundred ml container and charged Bt. twenty as others, Puriku set its fruits white tea in more compact bottle three hundred and fifty ml and sells Bt. 12 a bottle. That gets a well response by teenagers to whom live in different provinces and has limited pocket cash.
? Strengthen the rand name image by adapting popular duo young man band “Golf, Mike while presenter? Puriku will start new flavour every year. Currently Puriku features 4 tastes.? Key person: Suwandee Chaivaroot, marketing supervisor Zenya? Zenya has released two functional green tea products: 1 . Zenya mild plus fibers (same preference as initial flavor nevertheless amount of calories reduced by 50%) and installment payments on your Zenya C 100 additionally (added 100 mg of vitamin c) Functional Beverage? Even efficient drink’s market value grow dual every year but it really is still not too popular in Thailand marketplace because: oThais do not acknowledge the product however.
It has to take longer time to teach the consumer. Pertaining to examples, My spouse and i Firm from Unif and Alive from Coca Diet coke, which joined the market ahead of time, has been taken already. oStrong advertising constraint. Even the merchandise has got Thailand’s FDA acceptance; it are not able to advertise most its gain to buyer.? Now only B-ing of Singha Organization is still active in this market. It has merely launched the 4th method “B-ing Relax into the market in May 08. o4 formulations: 1 . B-ing Fine (provide vitamins to get immune system); 2 . B-ing Boost (provide amino intended for burning fat and energy); three or more.
B-ing Comfort and ease (provide fibers for digestive system); and 4. B-ing Relax (for reduce stress) oUnlike others which have merely one formula with different flavors, B-ing has about four formulas. This strategy really helps to build self-confidence to buyer and can accomplish needs of various target group. Market Value of Functional Beverage YearMillion Baht 2006500 20071, 000 20082, 000 Beauty Drink? A category of useful drink which is blooming? Collagen is the most well-liked ingredient from this category? Sappe? Market head and the initial brand of useful drink that use beauty like a selling point? Introduced in 12 , 2006 by simply Saap Anan?
Distribution route: in initial 5 a few months, it was sent out in 7- eleven only.? Target group: female 20-45 years? Secrets of success: oAdvertorial in TVC system and G. O. P. (no over a line activity) oBeauti Drink’s formula: fruit juice + magnificence ingredients in 365 cubic centimeters bottle. It might be drink more generally than milk and completely fruit juice since it contains simply 12% fruit juice. So other than beauty goal, Sappe can easily fulfill the thirsty purpose too.? Product: oBeauti Drink Collagen 1000 magnesium oBeauti Beverage Co Q10 oBeauti Taken Collagen 3 thousands mg & Fiber 2500 mg oBeauti Shot Co Q10 + Grape seed extract Meiji Beauti? Introduced in 3 years ago by CP-Meiji.
? Product strategy: beauty yogurt? In order to contend with Dutch Generator which gains 90% business of yogurt market, CP-Meiji build a fresh segment. Beauty yogurt can be differentiated coming from fruit yogurt of Dutch Mill.? Marketing budget: 55 million baht? Marketing activity: above the range and under the line activities (movie survey and sampling).? After executed a consumer study, CP-Meiji identified that the manufacturer image of CP-Meiji is not really young. So the packaging continues to be redesigned.? Item: oBeauti Detoey ” with honey and lemon to get detoxify oBeauti Bright ” with collagen for good epidermis oBeauti Miracle ” with apple cider and sweetie for well-being?
Key person: oDr. Kinggard Pattarathamas, assistant to marketing director oPaisan Chonbanyatcharoen, handling director CP-Meiji’s shares in various markets Industry Total The true market value Share of CP-Meiji Pasteurized milk three or more, 500 mil baht 51% Drinking yogurt1, 500 mil baht7-8% Fat free yogurt (in cup)2, 500 , 000, 000 baht10% Healthy and balanced Drink? In past times, the target market for healthy and balanced drink is usually sportsman aged around two decades and 40-50 years. At present, health conscious craze is growing the consumer bottom. People which do not perform sports also drink healthy drink? The true market value: 1, 500 ” two, 000 , 000, 000 Baht.
(estimated by Sahaphattanapiboon) i-Healti? Introduced in May 2007 by Sahaphattanapiboon? Product technique: added Co Q10 (substance which is essential for good health and skin)? Marketing budget: seventy Bt.? Significant distribution channel: 7-eleven and member system? Packaging: oFirstly there was a lady image around the label to prevent Thai FOOD AND DRUG ADMINISTRATION restriction upon healthy beverage.
But later on the lady image has been eliminated in order to capture male customers. oRed color is selected because it is a strong color? Secrets of achievement oUsed skin doctor as presenter at the beginning and today use Miss Thailand oBoth above and below the line activities (ie. road show) oSmall bottle: 100 cubic centimeters / container. Less volume makes customers perceive that it can be effective and 100 milliliters can be drink for refreshment as well. oAffordable price: Bt. 25 / bottle. Buyer can beverage everyday.?
Product: oi-Healti Q10 oi-Healti Q10 Lite (actually it is a glucose free formula but Thailänder FDA would not permit to set “sugar free on label so i-Healti Q10 En aning put “Low Calorie instead. )? Important person: Pennapa Tanasarasin, movie director Peptein? Introduced in Jan 2008 by simply Osotspa? Item strategy: added soy peptide (substance for good brain performance)? Imported soy peptide from Japan?
Promoting budget: four hundred million baht? Sales target 2008: three hundred million baht? Osotspa had set up a new unit named “marketing division for into the functional beverage. Each year that plans to launch 1 new product.? Key distribution channel: 7-eleven? Item: oPeptein 4000 oLaunched in Jan 08 oSell in Bt. 38 / jar (100 ml) oTarget group: teenager, youthful adult, and first jobber oPeptein 8000 oLaunched in Feb 2008 oSell by Bt. sixty-eight / bottle of wine (150 ml) oTarget group: adult older 40 years older up oKey person: Prathan Chaiprasit, mature deputy movie director Brane Fit? Launched by simply Ajinomoto.
? Item strategy: positioning as human brain food (Brane Fit) and skin meals (Skinn Fit)? Healthy food and drink will be a new business product of Ajinomoto. And it will start at least one merchandise a year.? The effectiveness of Ajinomoto is the know-how in healthy drink from mom company in Japan? Significant marketing activity: sampling? Target group: student and employee? Product: oBrane Fit oSkinn Fit? Key person: Pichit Kusamit, controlling director Craze # you: Sugar-free? Sugar-free soft drink category is blooming while the total soft drink marketplace does not grow in the first half of 2008.
Consumers are more health conscious as well as the taste continues to be improved to become similar to typical formula. Supply: Coca Coca-cola Thailand? Skol (Thailand) Co has spent 50 million baht because of its Genzero advertising campaign, aiming at building up its leadership in the sugar-free carbonated drink segment. The campaign was created to strengthen the achievements of Coca-Cola Actually zero by attractive to the trend among young adults and young adults to break totally free of stereotypes. Cola Zero premiered in May 2007 and now contains a 43% share in Thailand’s sugar-free carbonated beverage portion, estimated to be worth two billion baht.?
Key person: Chuenhathai Vuntanadit, regional advertising director (Coca Cola) Craze # two: Sesame Soy milk market share by brands Vitamilk50% Lactasoy35% DNA 12% Others 3% Source: Vitamilk? The extensive marketing actions of hi-calcium milk Anlene and Calcimex in the past few years has created a bone fragments health conscious between Thai customers. Soy dairy companies catch the trend with the addition of black sesame, which is rich with calcium supplement, into their items. And this me llaman milk’s category is now entirely blossom. DNA? DNA soy milk was introduced in to the market 4-5 years ago by Dutch Generator.
? In order to contend with other two major players in the market: Vitamilk and Lactasoy, DNA is definitely positioning while “hi-calcium me llaman milk with black sesame. Now DNA is the industry leader on this segment. V-Soy? Vitamilk launched V-Soy in 2006? Positioned since hi-calcium soy milk and targeted at men consumer.? Three flavor: twice black sesame, white sesame, and no sweets Vitamilk? Revenue of Vitamilk original formula dropped inside the first 50 % of this year. For the reason that 1) a glass bottle was short of source; 2) full price of Vitamilk UHT 250 milliliters increased a couple of baht to Bt. doze but compete with, Lactasoy, remained price by Bt. 12 and added quantity to 300 milliliters.
Vitamilk routes back with Vitamilk to visit in Black 300 ml (glass bottle) and 330 ml (UHT). The 330 ml load up sells by Bt. 10 / field until end of this yr.? Key person: Chanid Suwanprim, marketing director of Greenspot Foremost Hi-5? Foremost released the cereal flavor mi nombre es milk in end of 2005.? Contrary to other products on the market, Primary Hi-5 consists of black sesame, brown grain, barely and wheat germ. Anlene? Anlene also launched soy dairy with black sesame.? Key person: Lalana Boonngamsri, promoting manager of Fonterra Brands (a part of Fonterra, the world innovator in dairy and milk products and the world’s largest dairy exporter.
Fonterra is based in New Zealand and operates a network of consumer milk businesses in 40 countries worldwide. ) Trend # 3: Smaller sized size Just lately several brands of beverage launched small pack into the marketplace with different factors: Refresh beverage? Decrease in getting power. Tiny pack is cheaper.? Able to complete the whole bottle in one time? Can beverage several kinds of beverage Samples: oPuriku green tea ” 350 ml oOishi green tea extract ” three hundred and fifty ml oZeny green tea ” paper package oSplash (orange juice of Coca Cola) ” 180 ml (sells Bt. twelve a bottle / target: kids) oTropicana (orange drink of Soft drink Co) ” 250 ml in glass bottle (sells Bt. 10 a bottle) oCoke ” mini may (sells in Bt. 10) oRed Bull Cola ” 325 ml (sells in Bt. 10).
Functional beverage? Consumer see that tiny bottle works better than the big one. Samples: oBeauti Taken ” 55 ml oi-Healti Q10 ” 100 cubic centimeters oSt. Anna ” 90 ml oPeptein 4000 ” 100 milliliters and Peptein 8000 ” 150 milliliters oBrane Match 100 ml Hi calcium supplements milk? Anlene launched the concentrate method, which includes 4 times the calcium of standard milk in 110 ml UHT container.? Target client whom get calcium tablet.? It is very successful. Anlene’s market share jumped from 17% to 38%with in 6 months.
The total market beliefs of hi there calcium dairy is 1, 000 million baht. Trials: oBeauti Shot ” 50 ml Others Fruit Fit For Fun lemon juice:? 15% orange juice drink released by TC Pharmaceutical for economical and super cost-effective markets.? In contrast to 100% fruit juice which sell in modern trade programs only, Fruits Fit For Fun is making use of the same circulation network of Red Half truths, Sponsor, and Puriku.? Positioned no . three or more in 7-eleven after Sprinkle and Tropicana but its share in traditional channel is still far away by DeeDo, industry leader. DeeDo sells by Bt. 15 a container (500ml) whilst Fruit Fit For Fun markets at Bt. 13 a bottle.
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