Bangkok--5 Mar--Communication and More
“CALPIS LACTO” is confident that it will be the trendsetter of new-style beverages. Boasting clear-cut distinction, CALPIS offers Japanese-style drinks that contain specially fermented milk with its proprietary lactobacillus recipe. These drinks are refreshing, unique, easy-to-drink, and associated with great fun and health benefits. This year, “CALPIS LACTO” is set to spend more than Bt300 million on its integrated marketing campaign with a Thai superstar as the brand ambassador. Its “Fill….with CALPIS LACTO Fun” campaign, which includes TVC, seeks to make the brand shine amidst intense competition by reaching out to all target groups and achieving sales goal.
Mr. Yoshikazu Nammoto, president of CALPIS OSOTSPA Co., Ltd. - the manufacturer of beverages under the “Calpis Lacto” brand-says that it is now time to launch a grandiose campaign. Fermented with microorganisms known as proprietary ‘lactobacillus’, CALPIS LACTO products are tasty, unique and good for health. Mr. Nammoto expects competition in Thailand’s functional-drink market to intensify this year-as operators are finally recovering from the effects of the country’s economic and political problems According to Nammoto, functional-drink manufacturers will be competing aggressively for market shares early in 2014. Since CALPIS LACTO couldn’t supplied the product to Thai market for about 1 years . But now Calpis Lacto was back and has already resumed its operation and now had been distributing CALPIS LACTO products across Thailand. The products have won warm responses from consumers-old fans and new customers alike.
@ “CALPIS LACTO” Serves 4 Flavors for Target Groups...Unique & Refreshing in Japanese Style
“CALPIS LACTO”, the Japanese-style drink containing fermented milk with CALPIS’ proprietary lactobacillus recipe, now offers four flavors. All of them are refreshingly tasty with lactobacillus in Japanese lifestyle, easy-to-drink, and are also associated with great fun. Available in both 350-ml bottles and 325-ml cans, the four flavors include: 1) CALPIS LACTO Original 2) CALPIS LACTO Orange 3) CALPIS LACTO Soda Original and 4) CALPIS LACTO Soda Lemon. The main target group is consisted of young people between the ages of 15 and 24. The secondary target groups include consumers who are 25 to 34 years old as well as members of the new generation who love outdoor activities and an active lifestyle.
Last year, CALPIS LACTO has launched a new appealing taste, “CALPIS LACTO Orange” into its product line. Consumers are bound to be impressed because this new flavor is both uniquely refreshing tastes with proprietary lactobacillus. This new product is the result of extensive researches, which have been conducted to identify the taste that appeals most to the young, self-confident, health-conscious and fun-loving group of people.
@ CALPIS LACTO Ambassador Mario Maurer at the Launch of “Fill in..Dot.Dot..Have fun with CALPIS LACTO”
To reinvigorate its image as the leader in the Japanese-style refreshing healthy drink with fermented milk with Lactobacillus, Calpis Lacto kicks off its “Fill in..Dot.Dot..Have fun with CALPIS LACTO” campaign. A 45-second TVC has been produced under this campaign to tell the story of a teenager and his fun-filled life. The TVC begins with the teenager dancing, continues with his participation in the Reserve Officer Training Course, and ends with his kayaking activities. All such outdoor activities are fun yet energy – sappingunder the sun shine. If one wants to go out with fun, he or she only needs to get CALPIS LACTO products. By filling the ..dot.dot.. with CALPIS LACTO, the fun will be endless. Leading Actor “O - Mario Maurer” is the product presenter for this TVC. He represents a new generation man who craves for fun and healthy lifestyle. Maurer himself is also hard-working. His schedule is tight with TV-series filming, modeling, public events, and various outdoor activities. Yet, Maurer remains cheerful, bright and well-energized all the time when drinks CALPIS LACTO.
@Great Marketing Strategy and Big Budget for IMC Campaign
“CALPIS LACTO” has come up with a powerful marketing strategy that highlights the strengths of its products and reaffirms its positioning as the refreshing (or tasty) & healthy beverages. Originated from Japan, CALPIS LACTO products are mainly made of milk that is fermented by proprietary lactobacillus. This fact is a strong selling point. Furthermore, CALPIS LACTO is also preparing to invest on its integrated marketing campaign. Its budget will go to both the Above-the-Line and Below-the-Line media to ensure that the brand can communicate with all target groups. Online media and in-store media, for example, will also be included in the campaign. Moreover, CALPIS LACTO road shows will head to various provinces, handing out samples consumers at shopping plazas, young people’s hangout spots, and community zones for tasting. CALPIS LACTO booths will also be present at fairs to offer product displays and promotions.
All PR and communication message will focus on the refreshing and health benefits of CALPIS LACTO products, the milk that is fermented with the brand’s proprietary lactobacillus recipe. Aside from media coverage, promotional activities also include road shows to schools, residential areas, and shops across the country. In collaboration with Modern Trade, Traditional Trade, and various shopping centers, CALPIS LACTO has arranged attractive promotions. The special deals are especially catered towards the brand’s target groups, namely teenagers and working people.
@ Market Overview and Growth Rate
Thailand’s functional-drink market is now worth approximately Bt 7.1 billion. It has been growing about 25 percent each year. The country’s carbonated market, meanwhile, is worth Bt 36 billion. Its annual growth rate was at 5 percent last year. These beverage markets seem to expand further, as operators are seriously implementing their marketing activities to attract consumers and boost their sales.
In 2014, CALPIS LACTO expects to achieve its sales target of Bt 1.3 billion through its integrated marketing campaign. A variety of its marketing activities-- promotions, strategic partnerships, road-show activities, the launching events of new products, CSR activities, and the expanding of distribution channels--will run throughout the year. “CALPIS LACTO” is confident that it will be able to stay as the leader in the Thai lactic drink market and achieve its sales target because there is a solid demand for its products here.