Drink in Trend: Thailand Essay

Ready to drunkenness afternoon tea ?In the past 1 to 2 eld, ready to take in tea commercialise seem declining. moreover in the prototypal half of 2008, ready to drink tea grocery grew 16% in grocery store value and 13% in cadence while the entire beverage grocery store grew 5% only. This is the result of intense merchandising activities in the commercialize. ?Consumers comprehend that kelvin tea is for health and health whereas black tea is for recreation rootage Pepsi Co Trading Co. , Ltd Source Oishi Source T. C. Pharmaceutical. Total grocery value Bt. 3,600 one thousand thousand Lipton?Lipton is the merchandise attracter of black tea segment (with 80% market make out0 ? In the front half of 2008, Lipton ready to drink tea grew 30%. ?Lipton showed Lipton 9 to fix an human body of Lipton as the expert in tea productions. 3-4 eld ago, Lipton tramp discolour tea was non succeed and withdrew from the market. ?The change point of Lipton 9 is impertinen tly green tea product with 9 kinds of herbs. Asian deal these herbs are good for health. ?Thailand is the first market that for Lipton 9 ?Target chemical group female aged 20-39 years / with health and beauty conscious(p).?A Bt20 billion marketing budget has injected to build awareness of the new product with product trial road shows for 900,000 consumers, advertising through major media channels and moving picture contests on www. lipton9. com. ?Sermsuk expects Lipton 9 to carve out 4-5% of the green tea market this year ? harvest-festival harm of Lipton 9 can Bt. 14 and pet nursing bottleful Bt. 18 ? trace soulfulness Mr. Isaress Sundravorakul, marketing motorcoach of Serm Suk Ms. Ratchada, non change drink theatre theater director, Pepsi Co Oishi.?In order to tap the operable drink trend, Oishi engulfed green tea product with chlorophyll substance in green plant which helps to improve bodys blood circulation and increase atomic number 8 level. ?Marketing budg et for launching Oishi green tea chlorophyll Bt. 10 m ? Key person Tan Paskornnatee, managing director Puriku ?Purikus tangled berry flavor non only creates a big succeeder for the punctuate simply also a new trend and fellowship for ready to drink tea market tea + fruit juice. regular Oishi, the market leader, has to follow and launched Oishi green tea mixed berry flavored at the same size 350 ml.?Puriku fruit clear tea is positioned as diversion drink for teenagers aged 12-17 years instead of functional drink for adult. It is because functional tea drink consumed era to educate consumer and adult with health conscious prefers drinking water and fruit juice. Moreover, teenagers love the sweet and sour discernment of fruit tea. ?Other than shit in 500 ml bottle and monetary valued Bt. 20 as former(a) brands, Puriku put its fruit white tea in smaller bottle 350 ml and sells Bt. 12 a bottle. It gets a well response from teenagers whom live in other provinces and has limit ed discharge money.?Strengthen the brand image by adapting famous duo son band Golf , Mike as conferrer ? Puriku willing launch new flavor every year. Currently Puriku has 4 flavors. ?Key person Suwandee Chaivaroot, marketing manager Zenya ?Zenya has released two functional green tea products 1. Zenya groundless accession fiber (same taste as original flavor but amount of calories reduced by 50%) and 2. Zenya C one hundred plus (added vitamin C mg of vitamin c) rompctional imbibing ?Even functional drinks market value grow double every year but it is still not very universal in Thailand market because oThais do not accept the product yet.It has to take longer time to educate the consumer. For examples, I Firm from Unif and Alive from Coca sens, which entered the market alike early, has been withdrawn already. oStrong advertising barricade. Even the product has got Thailands FDA approval it cannot boost all its benefit to consumer. ? promptly only B-ing of Singha Corpora tion is still active in this market. It has just launched the 4th formula B-ing Relax into the market in May 2008. o4 formulas 1. B-ing Fine (provide vitamins for immune system) 2. B-ing Boost (provide amino for burning racy and energy) 3.B-ing Comfort (provide fiber for digestive system) and 4. B-ing Relax (for reduce stress) oUnlike other brands which view only one formula with different flavors, B-ing has up to four formulas. This schema helps to build confidence to consumer and can fulfill needs of different bell ringer group. Market Value of Functional subscribe YearMillion Baht 2006500 20071,000 20082,000 Beauty Drink ?A category of functional drink which is blooming ? Collagen is the most popular ingredient in this category ? Sappe ?Market leader and the first brand of functional drink that use beauty as a selling point ? Launched in December 2006 by Saap Anan?Distribution channel in first 5 months, it was distributed in 7- eleven only. ?Target group female 20-45 years ?Keys of advantage oAdvertorial in TVC program and P. O. P. (no above the limn activity) oBeauti Drinks formula fruit juice + beauty ingredients in 365 ml bottle. It can be drink more often than take out and 100% fruit juice because it contains only 12% fruit juice. So other than beauty purpose, Sappe can fulfill the thirsty purpose as well. ?Product oBeauti Drink Collagen 1000 mg oBeauti Drink Co Q10 oBeauti Shot Collagen 3000 mg + Fiber 2500 mg oBeauti Shot Co Q10 + Grape seed ask out Meiji Beauti ?Launched in 2007 by CP-Meiji.?Product strategy beauty yogurt ?In order to compete with Dutch Mill which gains 90% market share of yogurt market, CP-Meiji build a new segment. Beauty yogurt is secern from fruit yogurt of Dutch Mill. ?Marketing budget 50 billion baht ?Marketing activity above the line and to a lower place the line activities (movie preview and sampling). ?After conducted a consumer research, CP-Meiji found that the brand image of CP-Meiji is not young. So the sub scribe toaging has been redesigned. ?Product oBeauti Detoey with honey and lemon for detoxify oBeauti wise with collagen for good skin oBeauti Miracle with apple cider and honey for well universe ?Key person oDr. Kinggard Pattarathamas, assistant to marketing director oPaisan Chonbanyatcharoen, managing director CP-Meijis shares in different markets Market Total Market Value helping of CP-Meiji Pasteurized milk 3,500 cardinal baht 51% Drinking yogurt1,500 one million million million baht7-8% Yogurt (in cup)2,500 million baht10% Healthy Drink ?In the past, the target sense of hearing for healthy drink is sportsman aged around 20 years and 40-50 years. Nowadays, health conscious trend is expanding the consumer base. People whom do not undertake sports also drink healthy drink ? Market value 1,000 2,000 million Baht.(estimated by Sahaphattanapiboon) i-Healti ?Launched in May 2007 by Sahaphattanapiboon ?Product strategy added Co Q10 (substance which is important for good heal th and skin) ? Marketing budget 70 Bt. ? study distribution channel 7-eleven and member system ?Packaging oFirstly there was a lady image on the label to avoid Thai FDA restriction on healthy drink.But later on the lady image has been removed in order to capture male consumers. oRed color is selected because it is a powerful color ?Keys of success oUsed skin doctor as presenter at the beginning and now use Miss Thailand oBoth above and below the line activities (ie.road show) oSmall bottle 100 ml / bottle. Less quantity makes consumers perceive that it is effective and 100 ml can be drink for refreshment as well. oAffordable price Bt. 25 / bottle. Consumer can drink everyday. ?Product oi-Healti Q10 oi-Healti Q10 idle (actually it is a sugar free formula but Thai FDA did not permit to put sugar free on label so i-Healti Q10 Lite put Low Calorie instead. ) ? Key person Pennapa Tanasarasin, director Peptein ?Launched in Jan 2008 by Osotspa ?Product strategy added soja bean peptide (s ubstance for good originator performance) ? Imported soy peptide from Japan?Marketing budget 400 million baht ?Sales target 2008 300 million baht ?Osotspa had readiness up a new unit called marketing department for health and functional beverage. Each year it plans to launch one new product. ? study distribution channel 7-eleven ?Product oPeptein 4000 oLaunched in Jan 2008 oSell at Bt. 38 / bottle (100 ml) oTarget group teenager, young adult, and first jobber oPeptein 8000 oLaunched in Feb 2008 oSell at Bt. 68 / bottle (150 ml) oTarget group adult aged 40 years old up oKey person Prathan Chaiprasit, senior deputy director Brane Fit ?Launched by Ajinomoto.?Product strategy positioning as mavin food (Brane Fit) and skin food (Skinn Fit) ? Healthy food and drink will be a new business unit of Ajinomoto. And it will launch at least one product a year. ?The strength of Ajinomoto is the know-how in healthy drink from mother company in Japan ? Major marketing activity sampling ?Target g roup student and player ?Product oBrane Fit oSkinn Fit ?Key person Pichit Kusamit, managing director heading 1 Sugar-free ?Sugar-free soft drink category is blooming while the boilers suit soft drink market does not grow in the first half of 2008.Consumers become more health conscious and the taste has been amend to be similar to classic formula. Source Coca Cola Thailand ?Coca-Cola (Thailand) Co has spent 50 million baht for its Genzero campaign, aiming at strengthening its leaders in the sugar-free carbonated beverage segment. The campaign was designed to strengthen the success of Coca-Cola Zero by appealing to the emerging trend among teenagers and young adults to dash free from stereotypes. Coke Zero was launched in May 2007 and now has a 43% share in Thailands sugar-free carbonated beverage segment, estimated to be worth two billion baht.?Key person Chuenhathai Vuntanadit, regional marketing director (Coca Cola) Trend 2 Sesame Soy milk market share by brands Vitamilk50% Lactasoy35% DNA 12% Others 3% Source Vitamilk ?The intensive marketing activities of hi-calcium milk Anlene and Calcimex in the past few years has created a bone health conscious among Thai consumers. Soy milk companies hoodwink the trend by adding black sesame, which is rich with calcium, into their products. And this soy milks category is now in full blossom. DNA ?DNA soy milk was introduced into the market 4-5 years ago by Dutch Mill.?In order to compete with other two major players in the market Vitamilk and Lactasoy, DNA is positioning as hi-calcium soy milk with black sesame. Now DNA is the market leader of this segment. V-Soy ?Vitamilk launched V-Soy in 2006 ?Positioned as hi-calcium soy milk and targeted at male consumer. ?Three flavor double black sesame, white sesame, and no sugar Vitamilk ?Sales of Vitamilk original formula dropped in the first half of this year. It is because 1) grouch bottle was short of supply 2) retail price of Vitamilk UHT 250 ml increased 2 baht t o Bt. 12 but rival, Lactasoy, remained price at Bt. 10 and added quantity to 300 ml.Vitamilk flights back with Vitamilk to Go in Black 300 ml (glass bottle) and 330 ml (UHT). The 330 ml pack sells at Bt. 10 / box until end of this year. ?Key person Chanid Suwanprim, marketing manager of Greenspot Foremost Hi-5 ?Foremost launched the cereal flavor soy milk in end of 2005. ?Unlike other products on the market, Foremost Hi-5 contains black sesame, embrown rice, barely and wheat germ. Anlene ?Anlene also launched soy milk with black sesame. ?Key person Lalana Boonngamsri, marketing manager of Fonterra Brands (a subsidiary of Fonterra, the world leader in milk and dairy products and the worlds largest milk exporter.Fonterra is headquartered in new(a) Zealand and operates a network of consumer dairy businesses in 40 countries worldwide. ) Trend 3 Smaller size Recently several brands of beverage introduced small pack into the market with different reasons Refresh drink ?Decrease in pur chase power. Small pack is cheaper. ?Able to finish the whole bottle in one time ?Can drink several kinds of beverage Samples oPuriku green tea 350 ml oOishi green tea 350 ml oZeny green tea paper box oSplash (orange juice of Coca Cola) 180 ml (sells Bt. 10 a bottle / target kids) oTropicana (orange juice of Pepsi Co) 250 ml in glass bottle (sells Bt.10 a bottle) oCoke mini can (sells at Bt. 10) oRed Bull Cola 325 ml (sells at Bt. 10).Functional drink ?Consumer perceive that small bottle is more effective than the big one. Samples oBeauti Shot 50 ml oi-Healti Q10 100 ml oSt. Anna 100 ml oPeptein 4000 100 ml and Peptein 8000 150 ml oBrane Fit 100 ml Hi calcium milk ?Anlene launched the concentrate formula, which contains 4 times the calcium of regular milk in cx ml UHT box. ?Target consumer whom get calcium tablet. ?It is very successful. Anlenes market share jumped from 17% to 38%with in 6 months.The total market values of hi calcium milk is 1,000 million baht. Samples oBeauti Shot 50 ml Others Fruit Fit For Fun orange juice ?15% orange juice drink launched by TC Pharmaceutical for sparing and super economical markets. ?Unlike 100% fruit juice which sell in modern trade channels only, Fruit Fit For Fun is applying the same distribution network of Red Bull, Sponsor, and Puriku. ?Ranked no. 3 in 7-eleven after Splash and Tropicana but its share in handed-down channel is still far away from DeeDo, the market leader. DeeDo sells at Bt. 10 a bottle (500ml) while Fruit Fit For Fun sells at Bt. 13 a bottle.