Bangkok--4 Jul--CPF
CP Meiji Co Ltd, the manufacturer and distributor of pasteurized yoghurt and drinking yoghurt under brand “Meiji”, today launches a premium grade milk “Meiji Gold Love” to emphasize its leader for brand and innovative product producer.
The new product aims to capture more women who concern on blood circle to ensure good health from in inside out. It is projected that this product will drive the company’s sale by 50% this year.
To promote the campaign, the company also introduces modern moms including Paula Taylor Buttery and ‘Ahe’ PornthipWongkitjanontSakidjai to talk their secrets of good health.
Mr. PrasitBoondoungprasert, the president of the company, said more health conscious of Thai people has prompted them to look for special healthy foods. This creates opportunity to CP Meiji to develop innovative product to serve modern lifestyle needs. As a leading manufacturer of premium milk, the company has developed both milk quality and package under brand ‘Meiji Gold Love” to access more high-end market.
The company is planning to expand its manufacturing capacity to serve rising demand. The plan will also extend its status as market leader in pasteurized milk in bottle for more than 20 years.
Mr.Prasit added the company sets a 60 million budget to support the marketing campaign both ‘above the line and below the line’ activities. This strategy will also encourage the company to control lion’s share of 60% in pasteurized milk market within the next two years.
“Our long research and development from Japan has encouraged our products from milk in bottle through pasteurized milk in box containerand to achieve low-fat pasteurized milk to strengthen blood circle, which is the first milk manufacturer to produce such high quality milk,” said Mr.Prasit.
Last year, total market value of pasteurized milk reached 5.5 billion baht, an increase by 18%. Three key brands in this market segment include Meiji, Dutchmill and Foremost. However, Meiji is the market leader to share 55% of the total market value and enjoys an average growth by 20% per year.
However, Thailand’s milk consumption is still low which reaches only 14 litres per year compared with 50 litres in Japan, South Korea and Malaysia while 70 litres and 120 litres in Europe and United States respectively. Milk market in Thailand has great business opportunity to grow.
Successful growth in Thailand for decades, the company has turned eyes to expand export market particularly Asia. So far, the company is also market leader in Singapore and it will be expanded to other countries soon.
To promote the campaign, CP-Meiji has joined hands with Thai Red Cross to invite people for blood donation under the theme of ‘Pan Luk Pan Lohid with Meiji Gold Love’ to make merit for her Majesty the Queen to celebrate coming ‘Mother Day’ on August 12. The activity target to receive total blood donation of 12 million cc from July 4 — August 8, 2013. Interested people for blood donation can directly go to Thai Red Cross’s blood donation centre or its mobile blood service 33 areas in Bangkok.