 F&N Dairies (Thailand) Co., Ltd., the manufacturer and distributor of low-fat milk products under the brand “Bear Brand Gold”, celebrates its success exceeding the original sales expectation with a combined revenue of more than 1 billion baht upon its first launch campaign. Prompt to move forward with a proactive strategy to gain more shares in the second half of this year, the company spends more than a 100-million-baht budget to launch a new TV commercial alongside “Ann Thongprasom”, Thailand’s top superstar, who endorse to create a phenomenon and set a healthy trend among modern women to take care more of their figures and shapes. The company expects sales to top more than 20% by the end of year.
Mr. Somsak Chayapong, Country Head of F&N Dairies (Thailand) Co., Ltd., the manufacturer and distributor of low-fat milk products under the brand “Bear Brand Gold”, reveals that “Regarding the company’s gradual research and development of new products in response to satisfy consumers’ needs abreast of today’s society along with a given emphasis to newly comprehensive marketing communication and activities for customers, the company plans to boost sales in premium low-fat liquid milk market with “Bear Brand Gold” milk beverage in adult UHT milk market, which has now potentials to grow continuously with the overall market value of about 2.5 billion baht per year.
Based on an analysis on the sales performance and growth potentials, the products under the brand “Bear Brand Gold” are regarded a substantially remarkable range. Regarding the first launch campaign of Bear Brand Gold resulting in sales growth in a quantum leap as well as bringing about a new phenomenon in the premium low-fat milk market, the company has already defined its strategy to tap into ready-to-drink milk market more aggressively with the initial launch of “Bear Brand Gold” product range targeting modern working women and university students. It also features a setting of trend to urge modern women to take care more of themselves, and their health in particular through various marketing activities in order to promote this products’ consumption enthusiastically. Highlighted on its 7 beneficial nutrients for human body systems in the issue of health concern mingled with its consumption readiness, “Bear Brand Gold” products are, hence, considered the right ones for lifestyle of consumers today.
Mr. Somsak continues that “For this active expansion, the company will launch its new TV commercial created under the concept “Through the barrier with 7 Beneficial Nutrients of Your Bear Brand Gold” endorsed by Ann Thongprosom, Thailand’s top superstar, as a presenter for 3 consecutive years. The story will tell everyday life of working people and student representatives who have to confront with obstacles each day, but they can get through them easily because they have secret techniques to take care of themselves by drinking Bear Brand Gold milk everyday, which contains a maximum of 7 nutritious benefits such as Vitamin A, B1, B2, B6, B12, Vitamin C, Vitamin D, Vitamin E, High Calcium and low-fat in only one can. The product is divided into 2 versions for:
Professional people with an emphasis on
Strength High calcium and Vitamin D
Readiness of each part of body Vitamin A and B
Pleasant personality Low-fat and Vitamin A, C, E
Students with an emphasis on
Brain and memory Vitamin B1, B6 and B12
Nice shape and figure Low-fat and Vitamin A, C, E
This TV commercial for the new campaign consists of 2 versions of 30 seconds and 15 seconds which are set to be broadcasted for the first time on Thursday 29 July.”
“As a result, the company plans to spend more than a 100-million-baht budget for the relevant marketing activities of “Bear Brand Gold” product range, of which 70% belongs to the above-the-line advertising and 30% to the below-the-line activities such as road-shows to companies and universities. The company also plans to accelerate the frequency of its comprehensive marketing activities in order to give an emphasis on customer base expansion and hold a variety of promotional campaigns through modern trade and traditional trade distribution, which expectedly spice up the activities for continuous boost in sales and attract customers to take part. Meaning to bring direct experience and brand loyalty among customers in the long run, the company also anticipates that “Bear Brand Gold” products will absolutely grow by 20% by the end of the year 2010.” concluded Mr. Somsak.
For press contact: VERVE
Khun Araya Srisilsophon (Ple) Tel. 0-2204-8227
Khun Pornthip Wiriyakitpattana (Bee) Tel. 0-2204-8210
Khun Porntipa Yoosang (Aun) Tel. 0-2204-8178 |
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