Bangkok--16 Aug--Poly Plus PR
“CP-Meiji” throws 100 million to push up “Yogurt Meiji Bulgaria”Into market to create the yogurt segment level premium,Encouraging the yogurt consumption among new generation for health care!!
“CP-Meiji” shows the market value of yogurt is 4,374 million baht per year which the overview of yogurt market in Thailand is competitive in terms of benefits for excretion and a variety of flavors. Meiji, therefore, prepared to introduce Yogurt-type stability named “Yogurt Meiji Bulgaria”, brand yogurt genuine traditional level premium with No. 1 sales in Japan, to create new segment to the market and meet the need of new generation consumers for health care. Also reveals that the market has an interesting growth rate at the average of 33 percent per year. But the ratio of the consumption of yogurt, Thailand is quite low when compared with other countries. The company used a total marketing budget of 100 million baht to create yogurt segment level premium and launch new brand ambassador, representing a new generation for good health — James Jimmy yoon suk to enhance sales force to occupy 10% market share by the end of 2013.
Khun Prasit Boondoungprasert, President, CP - Meiji manufacturer and distributor of fresh milk of Thailand under the brand name “Meiji” reveals that “Yogurt market in Thailand has a growth rate continuously, which is the result of the major brands’ marketing activities, the release of new products with higher prices and the price increase of the brand marketing, enforces positive results in the market to make this possible. In the past 12 months, the total market value is 4,374 million baht per year, average growth about 33.4 percent per year. In particular, this year the value of yogurt market growth at 6,086 million baht after just half a year. This Meiji Yogurt of CP — Meiji currently dominate the market share was ranked third in the yogurt cups market.”
From the case study, Thailand still has a low consumption of yogurt and still in the same old tradition for the benefits of yogurt consumption!!
Khun Prasit said “Thailand has a higher consumption of yogurt every year. In 2012, the consumption growth to 20.6%, which growth in the primary age groups from young people to working adults. Trend of being healthy helps adjusting Thai people’s lifestyles, especially among urban groups, which tend to concern their health care more, that is ** Thailand has a consumption rate of 2 kg./person/year compared with other countries. The data from the survey results in 2012 found that Europe has an average yogurt consumption at 27 kg./person/year, Canada 10 kg./person/year, America 7 kg./person/year, which caused by different attitudes about consumption. Thai people mostly consume yogurt to resolve constipation while other countries consume as a healthy diet. As a result, the yogurt market in Thailand competes through products with a similar experience. But in fact there are a variety of interesting and innovative types of yogurt. In Japan, for example, yogurt genuine traditional, yogurt-type stability is the best selling product that every Japanese family must have at home for a meal from children to elder for having a holistic good health. Moreover, yogurt in Japan has many modern innovations of microbes for health i.e. ones that help reduce the incidence of gastric ulcers, a major cause of cancer in the stomach, which is available since 10 years ago and is currently still very popular.”
The yogurt market in Thailand still cannot get the consumers’ attitude yogurt consumption out of frame regarding excretion solution and confidence of being slim and slender of women. CP — Meiji foresee an opportunity to leverage the yogurt market and its growth through the creation of a new segment with the yogurt level premium, yogurt-type stability, named “Yogurt Meiji Bulgaria” to the market in Thailand with the guarantee of being the best-selling product in Japan for over 40 years and being the yogurt brand that have been enacted FOSHU (Food for Specified Health Uses), which is marked approved as an healthy food from the Ministry of Health, Labor, and Welfare, Japan. And through quantitative research with Thai consumers regarding the satisfaction of overall product and its flavors, target group score and satisfy with the product up to 98%, which is an unprecedented high score compared to the average of new product in the market.
Confidence the distinctive point of Yogurt Meiji Bulgaria can create new trend and enlarge the consumer group.
Khun Prasit said “Yogurt Meiji Bulgaria has superior features generic yogurt. (1) Selected microbial strains LB81 genuine accredited by the Government of the Republic of Bulgaria is the origin of yogurt and is the country that population have the most longevity in the world by consuming yogurt regularly. (2) Remained the value and benefits of natural yogurt by using only natural ingredients without any additives. (3) The yogurt is a concentration delicious, smooth and texture with the production processes and meticulous attention to every step. CP — Meiji spent many years to study the market, consumers and manufacturing in order to earn the best quality of product. CP — Meiji invested over 2,000 million baht for new factory construction to expand production capacity and install the most modern equipment in South-East-Asia to support the production of yogurt-type stability innovation. Yogurt Meiji Bulgaria and several innovative yogurts prepared to develop the yogurt market in Thailand in the future and set the marketing budget up to 100 million baht to create the product perception through every major media with Brand Ambassador — Khun Jame — Jimmy Yoon Suk, will present the selling point of being brand yogurt genuine traditional level premium that meet the need of new generation consumers for health care. He also can emphasize that the product is not only for women but for both men and women who choose a better choice for health.
Besides the creation of perception through media, CP — Meiji prepared caravans to distribute product tasting over 800,000 cups to reach their customers and to create the trial, which we are confident that the target audience must become regular customers after the trial and ready to increase sales volume with promotional activities with media ranging from point of sale, events, tasting products activities and promotion in every way.
Set the goal without any pressure, only increase 10& share.
Khun Prasit said “CP — Meiji as the leadership pasteurized dairy products more than 10 years, with a target growth of pasteurized milk products and expansion of business in the other dairy products i.e. yogurt cups. From the investment and the willingness to reinvent and create new segment in the yogurt market in Thailand, CP — Meiji expected market share of 7% within 3 months after the product release and total yogurt market share of 10% by the end of 2013. CP — Meiji creates new segment in the market to leverage the yogurt consumption through the yogurt innovation, yogurt-type stability level premium, presenting the different selling point. It also reinforces the image of CP — Meiji as the leadership in technology and new innovations, global standards to meet the need of Thai consumers and to be attentive in offering quality products and its benefits of different innovative in the future.”
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