กรุงเทพฯ--22 เม.ย.--Polyplus PR
'Ichitan' Send "Bireley's" opened a new chapter in the game. Expanding its portfolio into a fruit juice market
hope to increase turnover to 600 million. Target to be in the Top5 with strong strategy moving into AEC.
"Ichitan" launch "Bireley's" non-carbonated juice in a new look. "Joy of Fruit" aim to be in Top 5 targets all segments of fruit juice in Thailand, hopes to increase revenue up to 600 million in the first year with the total target revenue of 7,500 million.
After acquiring the trademark right worth 250 million baht in Bireley's, which originated from California for nearly 100 years in 16 countries, including Thailand, Cambodia, South Korea, Canada, Myanmar, Philippines, Malaysia, Singapore, USA, China, India, Hong Kong, Bangladesh, Indonesia and Taiwan. Vietnam, Today Ichitan group adjusts new image of Bireley's, non-carbonated juice from a glass bottle to PET with newly designed packaging adding modern and vibrant look under the concept "Joy of Fruit" into Thai's fruit juice market which has a total value of 12,500 million baht. The primary target customers are teens and working age group range from 15-25 years old, who are ready to try and accept something new. At the same time, the group is maintaining its focus on the secondary target group which is traditional fans across the country. The launch contains two original flavors, 10% Bireley's orange juice and 10% Bireley's grape juice in 290 ml size at 13 baht per bottle, available at convenient store and traditional trade as the main selling channels.
"The value of Bireley's brand is not only for the great taste accepted by people all over the world for longer than 100 years, but also the value of happiness that has been long connected with the brand for many generations. The expanding of Ichitan group into fruit juice market with Bireley's brand is to bring value of Bireley's brand attached with Thai people to use as a marketing strategy to launch the beverage into the market. In terms of marketing, there is not much to introduce since it has been well known and widely accepted especially in traditional trade market. In addition, with the new adjusted product to look fresh and premium for teens and working age group will easily make Bireley's become successful in the market." said by Tan Passakornnatee, President & CEO of Ichitan Group Co., Ltd.
With the technology of aseptic cold filling system at Ichitan that can produce any types of beverage at the highest capacity up to 1,200 million bottles per year, this leads to a very effective beverage production management whether to be ready to drink tea, ready to drink herbal tea including fruit juice, making Bireley's under the management of Ichitan has the advantage in cost management and production capability and particularly ready to compete within the nation and in AEC in coming year 58.
With our products - orange juice and red grape concentrate 10% is only starting product into the market which we plan to bring sales volume up to 600 Million bath and aims for total group (Ichitan) 7,500 Million bath in this year. For our next step is flavor development and building new section such as Super Economy, Economy and Premium 100% including other beverages which has so may fruit ingredients in it. With this strategy will create a strong and sustainable growth forever to Ichitan Group.
In Bireley’s Product launching event, we will meet a group of Actor & Actress of “FAN CHAN”- Focus Geeragul, Nat Charile Trairat (Porjess) and Jack Chalermpol Thikumporntherawong. Three of them will be representatives of our happiness in yesterday memory same as our product – Bireley’s. They will bring us traveling back to our pleasure childhood memory. Even though our life style at the present has been changing but Bireley’s will add a Freshness unique flavor in the past to all of us again - Bireley’s “The happiness of fruit Flavor”