Bangkok--24 Feb--Polyplus PR
CP-Meiji has a sight on health conscious trend, introducing a newcomer “Meiji Plus+” into the port to enhance the choice of health and beauty lovers with a marketing budget of 40 million baht. The product emphasizes on new innovation of benefit that differentiates from the competitors, plus more benefits of beauty to meet consumers’ need and capture growing trend of beauty benefit in beverage category of collagen add-on. The company chose a famous teen actress, Kao-Supassra Thanachat, as the presenter to communicate with teenage consumers whom are health and beauty concerns. The product is expected to propel an income of 8 billion baht.
Mr.Sujarit Mayalarp, President of CP-Meiji Co., Ltd. said that “To meet the trendy lifestyle of young generation consumers, who are more likely to concern about health and beauty care, is the key driver that makes the health products market to grow up, especially in total market value of yoghurt segment at approximately 18 billion baht. Although Thai people tend to consume more yoghurt than previously, yet the average rate of consumption is considered to be very little which is only 2 kilograms/person a year since most still have attitudes to consume yoghurt mainly for excretion or solving constipation problem. CP-Meiji sees big opportunity to adjust the strategy to tap the market after the successful launch of the Meiji Bulgaria in 2013 and it has brought to develop brand-new yoghurts to catch current demand of consumers in new segment. “Meiji Plus+” comes with cup yoghurt and drinking yoghurt, giving benefits for the beauty of the skin with 2 delicious recipes; collagen peptide plus high vitamin C and Acai Berry plus high vitamin E, under the concept of “every deliciousness plus for you everyday” to approach consumer insight with natural beautiful and good-looking everyday. The company is confident that “Meiji Plus+” will be an important tool of CP-Meiji to boost up yoghurt’s product portfolio this year as its new alternative of health and beauty lovers with tasty flavored. CP-Meiji is expected to gain 5% market share of 2 segments for the first year launch and to drive the company growth of 8 billion baht this year or increase to 17% from last year.”
Both recipes of Meiji Plus+ are expected to be able to meet the needs of consumers whom are looking for delicious and healthy yoghurt to bring a beauty from inside out. The Collagen Peptide formula featured with collagen peptide up to 1,000 mg which is produced from 100% fish collagen, and its molecules are smaller than normal collagen, plus high vitamin C that contributes to build up collagen and cartilage tissues with tasty Acerola Cherry flavour as well as the Acai Berry formula contained 55,000 mcg is the one of super fruits with a high amount of antioxidants, plus high vitamin E to help protect cells from the damaging effects of free radicals. Meiji Plus+ is now available at 7-11 stores and leading supermarkets in nationwide with low-fat cup yoghurt of 110 g at 17 baht and non-fat drinking yoghurt of 140 ml at 15 baht.
The company has allocated the budget of 40 million baht for investment to boost up marketing activities attacking targeted consumers with integrated 360 degrees strategies via Below the line and Above the line media tools in order to create awareness of new product launch. Kao-Supassra Thanachat, as the hot young presenter, is the representative of trendy people whom are healthy and have a good skin inside out by eating yoghurt every day, yet to convey a story through new TVC series “For Everyday” scheduled to be aired on February 23, 2015 and being ready to launch roadshow activity together with the first opening of new presenter on Wednesday, 25th February 2015 at center of city; Silom area. The activity aims to build an approach, brand recognition and to proactively stimulate all forms of consumption. The distribution covers all channels, whether Modern Trade, Convenience Store and Traditional Trade.
“Although the competition of yoghurt market is intense with the total market value of 18 billion baht, but it is also crucial to stimulate the market to grow because the consumers have the increased option of consumption. Hence, CP-Meiji has introduced a new arrival “Meiji Plus+” to the market so as to meet the consumer’s needs for health and beauty of skin which is expected to propel the yoghurt market growth at 10%.” Mr.Sujarit Mayalarp concluded.