Bangkok--4 Apr--ARC Worldwide
TrueCoffee announced its successful branding after sponsoring the reality show, using entertainment marketing as key strategy to resist on no.1 Thai coffee chain position.
Papon Ratanachaikanont, Assistant to President CEO and Deputy Group Chief Commercial Officer, True Corporation Plc. said TrueCoffee determined to make a difference to the market and continue to give consumers the brand-new experiences; products, activities and services in particular to achieve corporate vision as the leader in convergence lifestyle under the motto “Sip and Surf” which is also the concept that TrueCoffee is based upon. As a result, TrueCoffee successfully expanded its 56 branches covering domestic market and has business expansion plan through international markets in the very near future since its founding six years ago.
Recently, TrueCoffee continued to use an exceptional marketing strategy to grow Thai brands on the international stage and to support brand positioning as a convergence lifestyle hub with Entertainment Marketing to disseminate the concepts behind TrueCoffee among customers and many people as well as to strengthen TrueCoffee brand image as leader in both service and quality.
“Offering customers new products and exciting services is our priority. In the past, we had been constantly developed new unique Thai beverages and snacks that meet international standard. For example, Ocha which is a perfect combination of Thai-traditional black coffee and Thai milk tea or Thai dessert — flavored ice cream products. We also provided superior services to serve all lifestyle needs under ‘Sip and Surf’ motto, such as TrueCoffee application on iPhone which gives customers a chance to orders through their mobiles”
“Moreover, TrueCoffee decided to use entertainment marketing as we have joined force with TrueVisions to support a reality show Coffee Master by TrueCoffee, marketing gimmick that no coffee chain has ever done before. This show is a wonderful opportunity for us to project our quality products and services which are fully guaranteed by smiling faces of our customers as well as to promote our 4Cs corporate culture which are Creative — out of the box thinking Courageous — think and act differently and positively Credible — trusted friend Caring — take care one another. All combined factors significantly strengthened the image of TrueCoffee as Thai coffee chain that meet international standard.”
He also added that during two months of program broadcasting, the reality gradually helped motivate the consumers’ perceptions of the brand “TrueCoffee” in a wide range. Then the consumers can memorize which is good for brand loyalty in the future. As a result, more than ten thousand of audiences have become one of TrueCoffee members, which reflect the success of entertainment marketing.
“After watching the reality show, there are certain amounts of audiences have become TrueCoffee members as they envision the quality of our products and services from Coffee Master which broadcast live 24 hours for two months”
Furthermore, there is high possibility that TrueCoffee would join force with TrueVisions in the next year to produce this reality show and plan to apply the entertainment marketing to other countries that TrueCoffee already invested, Vientiane in Laos and Shanghai in China where TrueCoffee is going to launch its first store in the third quarter of this year.
There was also an introduction of new beverage “FRENCH LAVA” created by True Love Mak team -Coffee Master reality show’s contestants - which is now available at every TrueCoffee store. The No.1 Thai coffee brand expected that new FRENCH LAVA would be the favorite beverage among coffee lovers who admire the fine glass of full-flavored of French vanilla syrup with the intenseness of an espresso shot.
TrueCoffee, Thai coffee brand is operating at 56 locations over the country, including 43 branches owned and operated by TrueCoffee and 13 franchise locations. For more information, visit www.truecoffee.com or www.facebook.com/sipandsurf