Bangkok--13 Mar--Dentsu
“Birdy” is marking its 20th anniversary with over two billion baht budget to expand its customer base and open a new factory to respond to the ongoing market expansion, launching the “Birdy Primo” coffee targeted at the new generation.
Vichai Chaipinchana, Managing Director of Ajinomoto Sales (Thailand) Co., Ltd., revealed that, on the momentous occasion of the canned coffee’s 20th anniversary, the company plans to set up numerous activities to express its gratitude to the Thai customers as well as to highlight its strong leadership in the country’s canned coffee industry. This year, the company seeks to expand its customer base to the new generation while realizing its Number 1 Brand for Everyone goal when it comes to ready to drink coffee.
The marketing activities this year comprise three main pillars. The first is intended for the customers. Concerts in 20 provinces nationwide will be organized, together with popular artists staging the concerts and products available at special prices. Accompanying this is the launch of the new “Birdy Pri-mo” contained in the PET bottle. “Birdy Primo” is rich, soft ready to drink coffee under the concept “It Makes My Day” exclusively for the working generations and students who seek total convenience. The three flavors are Cool Espresso, Cheerful Latte and Delight Mocha. The second pillar is aimed at enhancing the company’s production strength. Approximately in July, Birdy’s second factory is expected to open at Nongkae Industrial Estate, with 1,400 million baht budget. When combined with the current factory’s production capacity, the 360 million units produced at this new factory will result in a total of 750 million unit production per annum. Similar to the current factory, this new one also implements a closed system which assures the cleanness and quality of the resulting products. Finally, the third pillar involves marketing communication. To commemorate the 20th anniversary, “Birdy” has made a new TVCF under the concept “Yes, You Can,” presenting different people’s unwavering dedication to overcome different adversities and attain their goals. This film exhibits Birdy’s role as a source of support and encouragement for Thais for the past 20 years. The company has every confidence that the film will reach every group of consumers.
As for this year, Birdy continues to place paramount importance upon the maintenance of its current customer base, focusing on the main forms of media including TV, cable TV and outdoors media. It also plans to expand the customer base through online and social media, university road shows, and participation in major events both in Bangkok and other provinces nationwide.
With reference to the marketing communication budget, Birdy has allocated approximately 900 million baht budget to spur the market and reinforce its image as number one in the ready to drink coffee industry. Further, this year’s growth is expected to be more dramatic than ever.
At present, Thailand’s coffee market value totals nearly 30,000 million baht, with ready to drink coffee accounting for 35 percent or 10,000 million baht, 3in1 instant coffee powder for 50 percent, and instant coffee for 15 percent. The ready to drink coffee market is expected to grow by at least 5 percent this year.