Bangkok--8 Nov--Polyplus PR
Scotch 100% Essence of Chicken announced strong results of in three-quarters sales this year and said its revenue continues to grow by 30 per cent in an anticipation to exceed 625 million Baht by the end of this year.
With the market's brighter prospect, the company has budged 130 million Baht for a full-fledged, aggressive strategy to stimulate consumers' year-end spending, under which topnotch actor “Ananda Everylingham” chosen to be the first presenter of Scotch 100% Essence of Chicken, expected to attract the new generation jobbers via the launch of its new television commercial series “Work Hard Play Hard”.
Mr. Sompol Chawanvetchakul, Strategic Manager of Scotch Industrial (Thailand) Co., Ltd., said, “The chicken essence market expects to be valued at approximately 6 billion Baht, or an increase by 20 per cent compared to last year. Scotch's chicken essence products command a market share of 10 per cent in 2012, driving our sales growth by 40 per cent.
Scotch 100% Essence of Chicken's continued growth is largely driven by the trend that the young generation grows more interested in health. Our survey finds that consumers are well aware that drinking chicken essence yields benefits, making them feel fresh from day-to-day stress and activities and enabling them cope with inadequate rest and sleep. Drinking chicken essence is an option to bring 100 per cent freshness and allow them to live their lives fully.
To expand the market base to reach the new generation and make the brand to be most recognized, Scotch searched for a presenter to be its first for Scotch 100% Essence of Chicken. Famous actor “Ananda Everylingham” was chosen to represent Scotch 100% Essence of Chichen because he is an icon for the new generation who lives in the lifestyle of “Work Hard Play Hard”, matching perfectly the quality of Scotch 100% Essence of Chicken. Scotch has planned to spend 130 million Baht to aggressively promote Scotch 100% , using both Above the line and Below the line marketing tools, including a television commercial “Work Hard Play Hard” series. The TVC is based on the concept that the new generation has various roles for their works and private matters. The campaign will help the brand attract target consumers who wish to make the best in every aspect of their lives.
Ananda's 100% Work Hard Play Hard TVC will be on air from on November 6, also promoted via social network communications Facebook, Twitter, and roadshow activities to achieve the target population as possible. Scotch 100%'s primary target group is “First Jobber” people who are health-conscious, fully living in modern lifestyle, enjoying the Work Hard Play Hard concept. The second target group is students who prefer brain and body nourishment. The company expects to hit 150 million Baht in revenue in the upcoming two months and a total of 625 Baht in revenue for the entire year.”
Scotch 100% Essence of Chicken is a 100 per cent natural chicken extract with the full value of digestible protein, an essential nutrient, fat-free, to the body without food color, caramel, and preservatives. It comes in a 45 ml.-size bottle at 35 Baht, available at leading department stores and convenience stores nationwide.
For more information: Polyplus PR
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