Bangkok--12 Nov--PR & Associates
Malee unveils a groundbreaking campaign, announcing its plans for a full-scale brand renovation under the slogan “Malee Fruit with care.” Having recruited young executives and aiming towards penetrating the markets to expand its consumer base, the company expects to achieve its year-end sales as budgeted after its profit rocketed to more than 300 million Baht in the first half of the year.
Malee has launched a new campaign called “Why Care?” to endorse the new slogan “Malee fruit with care”.
Mr. Chatchai Boonyarat, Chairman of Malee Sampran Public Company Limited, revealed that Malee had seen a number of crisis over the past three decades. After undergoing rehabilitation and restructuring personnel administration, production systems, and products, the company had altered its focus from agricultural products to beverage products which have less seasonal effected. Moreover, the company placed more importance to domestic markets instead of its previous focus on foreign markets. These modifications over these past three years allowed the company to complete its rehabilitation procedure in the middle of 2011. With investments on productivity enhancement, Malee’s growth accelerated more than expected. Besides, due to the highly competitive markets, the marketing requires promptness and understanding of the target consumer demand. The new generation of visionary executives could fully endorse this business strategy Malee has used.
Ms. Roongchat Boonyarat, Head of Branded Business Unit of Malee Enterprise Co., Ltd., as one of the new wave of executives, revealed Malee’s market overview after she took up the executive position in April, saying that the business strategy and the marketing plan were modified to accommodate the growth of juice markets, which still expands continuously, in parallel with the growing health trend.
Especially in 2012, the total fruit juice market value in all segments was 11.4 billion baht with the annual growth rate of 10 percent. As for the premium segment, Malee holds the market share of 25 percent with the growth rate of 24 percent, comparing to last year.
“As for our main strategy, Malee still gives importance to product quality by paying attention in every step of the process in order to ensure that our products are the best vehicles in delivering good health to our consumers. Besides, the new packaging is introduced to highlight the brand renovation and to expand its customer base to young customers at the working age.”
Malee put more focus on smaller packaging format for the lifestyle of city-dwellers. The emphasis was put on the convenience and the packaging that suits well with the downsized super/hyper convenience store.
Ms. Roongchat further said that, because Malee gave priority to every step in production processes ranging from fruit selection to manufacturing and packaging so that the customers will trust the taste and the quality of each Malee product. This year, Malee launched new campaign “Why care” with the slogan “Fruit with care”, conveying the message to the customers that Malee is the product that cares most about them. This campaign encouraged the customers to take care of their health as well as those of their family or friends by giving caring messages to show love and care.
“Why Care? Campaign is a new paradigm marketing strategy based on the concept of “Co-Creation Marketing” which collaborates with consumers in bringing innovation and unique value. This campaign challenges people to think about the simple words which most of us take for granted and create installation arts based on the five love-caring phrases around the main cities such as Bangkok, Chaing Mai, Khon Khaen, Chonburi and Surat Thani. Malee also collaborated with SPICY DISC compiling the five love-caring phrases into music by prominent artists such as Friday, “Don’t think too much” from Thee Chaiyadej, “Drive carefully” by Mild, “Have you eaten?” by La Ong-Fong, and “Don’t sleep late” by Pun Paiboonkiat Kiaokaew. Malee invites Thai people to send the love and care in the form of music, phrases, music video via radio, TV, Facebook, Twitter and/or Instagram. This will turn the once dull installation art into a blossom, lively installation art admired by everyone.”
“Malee wishes to deliver love and care to Thai customers through these easy phrases which will be composed into five songs. People can send them in the form of words, songs, pictures to show their love and care anytime they want. These sentiments of goodwill feeling will be passed on from one person to another. Once there is an infinite loop of caring and sharing, our country and society will be a better place to live in.”