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Malee to Promote New Juice |
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Friday, 11 April 2008 |
Malee Sampran Plc plans to spend 80 million baht this year to promote its new Malee fruit juices, challenging the offerings of the carbonated drink makers Coke and Pepsi.
Suwanna Chokdee-anand, the company's senior vice-president, said Malee Juize Mix Cool Max was a 15 percent fruit juice designed to appeal to teenagers who normally drink carbonated drinks and green tea.
Fruit juice demand has recorded double-digit growth in the past few years, spurred by the marketing of Splash by Coca-Cola and Tropicana by Pepsi-Cola.
Last year, the super-economy fruit juice segment (15 percent mixed fruit juice) grew by 22 percent compared to premium (100 percent) fruit juice which rose only 14 percent.
Thailand's total fruit juice market is estimated at 7.6 billion baht. Of the total, about three billion baht belongs to the economy segment (15-25 percent fruit juice), 2.8 billion to the premium segment, 500 million baht for the medium segment (40-60 percent fruit juice) and the remaining 1.3 billon baht is for the super-economy segment (15 percent fruit juice or less).
"We expect our new product will capture about 11 percent of the market in the super-economy segment by the end of this year," she said.
Local sales of all Malee fruit juices this year are expected to grow by 50 percent to 1.8 billion baht. The company plans to spend 300 million baht on advertising and promotion this year.
Copyright (c) 2008, Bangkok Post, Thailand |
