Bangkok--29 Mar--Polyplus PR
“Oishi” underlines its leadershipin Thailand’s green tea market with the launch of “Oishi Fruito”Over 1.5 Billion Baht has been invested in bringing latest advanced production technology to Thailand
“Oishi” has once again underscored its long-standing leadership in Thailand’s lucrative green tea market with the launch of “Oishi Fruito”, the brand-new high quality green tea with tasty sensation of Japanese style premium fruit flavors. Since its launch eight years ago, “Oishi” is now ready to make another bold step forward with a new product, a new target group, a new pack size, a new price point, as well as, an advanced new production technology worth over 1.4 Billion Baht. Another 100 Million Baht has also been allocated for a comprehensive marketing and promotional campaign covering various media and marketing channels. And, for the first time in its brand communication history, Oishi will feature the popular actor “Nadej Kukimiya” as its brand presenter, hoping to win more teenage customers. The company anticipates to generate as much as 500 Million Baht in sales this year.
Mr. Aniruth Mahathorn, Vice President, Oishi Group Public Company Limited, stated that, “Right from its very beginning, Oishi has always been both the leader and innovator of Japanese-style beverage for better quality of life in the Thai market. And today, we are proud to introduce Oishi Fruito as the latest innovation in Thailand’s green tea market. Produced through the advanced Cold Aseptic Filling technology, Oishi Fruito retains both optimum fruit flavours and goodness. As much as 1.4 Billion Baht has been invested in this new technology and it will be first used in the production of Oishi Fruito.
Available in the new, easy-to-carry 350ml. PET bottle, Oishi Fruito is priced at 12 Baht each. The new price point is also expected to appeal our new target consumer group, the teenagers, aged between 12-19 years.”
“Thai consumers have warmly welcomed healthy drinks such as green tea and fruit juices — the segments of which have an average growth rate of 20-25% per year. The new Oishi Fruito is a new high quality green tea with tasty sensation of Japanese style premium fruit flavors, and according to a research among target consumers aged 12-19 years, they express strong preferences of fruit juices, as well as, great-tasting tea. The lower price point at 12 Baht per bottle will also make the new product more accessible for these consumers.”, explained Mr. Aniruth.
Mr. Sutee Thammasitboon, Assistant Director, Oishi Group Public Company Limited, explained further that, “Oishi Fruito will be initially available in three flavours — ‘Mixed Berries’ which is high in Vitamin A and C; ‘Green Apple’, which is high in Vitamin C; and, ‘Yusu Orange with Lemon’ which is high in Vitamin C and E. The new product is made from 100% natural tea leaves, which is the secret of the unique refreshing sensation of this green tea infused with fruit flavours. Oishi Fruito will be available in two pack sizes — a 20-Baht 500ml. bottle which are sold mainly at modern trade outlets; and, a 12-Baht 350ml. bottle to be sold at traditional trade stores.”
Mr. Sutee further noted that, “A budget of over 100 Million Baht has already been allocated for a comprehensive marketing communication campaign covering various media. A new television commercial has been produced, featuring our new brand presenter ‘Nadej Kukimiya’, the popular teenage star, and it will be aired starting this April 2nd. Our marketing activities also encompass many other media including cable TV, online media, out-of-home media, banners, billboards and road shows to over 100 schools nationwide. We anticipate a sales target for Oishi Fruito this year to reach 500 Million Baht — the goal of which will contribute to increasing our market share in Thailand’s green tea market from 60% to 65%.”
For more Information:
Oishi Group PCL’s Marketing and Communication
Khun Ekawit (Por) or
PR Consultant: Polyplus PR Co,. Ltd. 02-572-4444 Ext. 351, 354
Khun Varinthip (Mum), and Khun Tachapon (Chon)