Bangkok--21 Aug--Communication & more
“Calpis Osotspa” Launches “Calpis Lacto Freshy”Primary Target is Kids aged 5 - 14 years old. Good taste healthy drink with high Quality.Full-Scale Marketing Activities to Run throughout Latter Half of 2014
“Calpis Lacto”, which leads the market in beverage with yogurt fermented by the Lactobacillus, is now pleased to launch “Calpis Lacto Freshy” which is new beverage product comes with the high quality of Japanese standards. Calpis Lacto Freshy, moreover, is the first functional drink to target kids. Its packaging is thus colorful and fits well into the palm. Tasty and refreshing, this beverage is mixed with drinking yoghurt fermented by Calpis Lactobacillus, which is good for health. Launched to boost the sales, its “Bicycle Race” television commercial is now set to go on air.
Mr. Yoshikazu Nammoto, President of Calpis Osotspa Co., Ltd. that has manufactured the tasty and healthy Japanese-style under “Calpis Lacto” brand, says the functional-drink market is huge but increasingly competitive. With both new and old players in the field, the market has been growing significantly every year too. Mr. Nammoto says “Calpis Lacto Freshy” – the new line of Calpis Lacto’s Brand – is now ready to enter the market with its unique selling points. He describes Calpis Lacto Freshy, which is mixed with drinking yoghurt fermented by Calpis Lactobacillus, which is good for health, as the tasty, refreshing and healthy drink in colorful packages. Mr. Nammoto expects this new product to expand Calpis Lacto’s consumer base further and also become the leader in the kid segment of functional-drink market.
@ “Calpis Lacto Freshy” The New Product with Strong Selling Points
“Calpis Lacto Freshy” is available in three flavors: Original, Orange and Strawberry. While all these three flavors are distinctly tasty with balancing of sweetness and sourness, they have mixed with drinking yoghurt fermented by Calpis Lactobacillus, which provide the good health to our target and general consumers.
Calpis Osotspa has conducted a marketing research before the product launching. This research shows that most of the respondents like “Calpis Lacto Freshy” not just the good taste, but also the packages. The kids find the packages modern, colorful and appealing. The bottle size also fits well into the palm of their hands. The respondents, in addition, appreciate the fragrant and the signature taste of the balancing sweet and sourtaste of Calpis Lacto Freshy. The drink proves so refreshing and easy to drink. Being light, this beverage is perfect for frequent consumption. Each 160 ml.bottle of Calpis Lacto Freshy will be available at the retail selling price of 12 Baht at retail shop and provides the right content for drinking at one time. Moreover, anew modernstraw is attached on each bottle for more convenient and joyful when drink.
“Calpis Lacto Freshy” is the first product in the functional drink category to tap into the kid segment.This product has an appealing image of being colorful, tasty and refreshing. In line with the Calpis Lacto’s brand positioning, Calpis Lacto Freshy is also mixed with drinking yoghurt fermented by Calpis Lactobacillus, which is good for health,which is perfect for every occasion.
@ “Calpis Lacto Freshy” & its 3 Flavors to Win Hearts of Target Groups“Calpis Lacto Freshy” is the Japanese-style drink containing yogurt fermented by Calpis Lactobacillus. Unique taste and perfectly for every occasion, this new product comes with outstanding and colorful packaging. The 160 ml. bottle with straw fit well into the palm and is easy to carry and drink around. Today, it has three new flavors: 1) Calpis Lacto Freshy Original, which offers the tempting Calpis’ original sweet-sour and refreshing taste; 2) Calpis Lacto Freshy Orange, which nicely puts the orangeflavor into the perfect sweet-sour taste; 3) Calpis Lacto Strawberry that serves the outstanding flavor of Japanese strawberry with the balancing of the sweet & sour taste. The main target group for Calpis Lacto Freshy covers students from primary to junior secondary-educational level or those aged between 5 to 14 years old. The secondary target group, meanwhile, covers teenagers and young adults or those aged between 15 to 24 years old. In terms of lifestyle, these target consumers are independent, active, cheerful, and quite health conscious. They love outdoor activities and they are the trendsetters. They love exploring new things, as they wish to find what suits them best and to recommend the good things to others.“Calpis Lacto Freshy” is now available at convenient stores and leading shops across the country. So, you can grasp Calpis Lacto Freshy bottles today and enjoy the refreshing taste of this healthy drink.
@ Marketing Strategy: Full-Scale AD and PR Campaigns
The marketing strategy seeks to create “Calpis Lacto Freshy” awareness and recognition in the market as healthy beverage with yogurt fermented by the CalpisLactobacillus. Using both Above The Line and Below The Line activities; the advertising and PR campaigns for this new product will roar ahead at full scale. TVC, print ads as well as advertising space in online media and in-store media will be used to reach out to target consumers. The campaigns will also include road shows to schools across the country. The goals are to ensure that the target consumers taste all the three flavors of “Calpis Lacto Freshy”. Promotions, product presentations at fairs, and the displays of the product highlights will be conducted to reinvigorate targeted consumers’ awareness and recognition of the Calpis Lacto Freshy.
The TVC for Calpis Lacto Freshy is titled “Bicycle Race”. Produced as a 30-second and 15 second spot, its theme is lovely and cheerful. As the message appeals to the target consumer, this TVC looks set to wow kids for sure.
@ Calpis Lacto Freshy to Shine, Boost Functional-Drink Market Further
On the overall, the functional-drink market is worth 3,500 million Baht during the first half of this year, down by 5.8% from the same period last year. However, when focusing on just the casual healthy drink segment that Calpis Lacto belong to, the market is now worth 1,156 millionBaht with the positive growth of 3.3%in the first half of this year.
Surely, in the second half of this year, the market will be on the path of continued growth with all manufacturers pulling out their best strategies to appeal to consumers and boost their sales.
“Calpis Lacto Freshy” will be expected to contribute the growth to the functional drink market in Thailand, especially to the casual healthy drink segment, by supporting with the well-planned marketing strategy that comes with interesting ads, promotions, road shows and more, it is after all not going to be too difficult for Calpis Lacto Freshy to meet its targets. This new product is now on its path to boost the value of Thailand’s functional-drink market further too.