Bangkok--Jan 6--Leo Activation
Making its debut in the economy segment, the company will spend over 100 MB on fully-integrated marketing programs to promote the new brand,expecting sales volume in 2005 to reach hundred thousands cases.
Riche Monde (Bangkok) Company Limited, Thailand’s leading alcohol beverage company, is introducing the new “Golden Knight,” a high - quality premium blended spirit targeting at the economy segment. Priced at only 160 baht, Golden Knight emerges as a new choice for whisky drinkers to enjoy. The company will spend over 100 million baht on a fully - integrated marketing program to promote the new brand, projecting total sales volume to reach hundred thousands cases in 2005.
Ms. Zanita Kajiji, Marketing Manager , Riche Monde (Bangkok) Co., Ltd., revealed that the economy segment of spirit markets is growing steadily, with a record growth of 23 percent in recent year. Market value of this segment is over 6 billion baht, of the total 20 billion baht-worth alcohol drink market.
Riche Monde had conducted a comprehensive consumer survey for more than 8 months to study product needs and satisfaction in the economy segment. The results indicate that consumers look for high — quality whiskies that can deliver them a pleasant and flavorful drinking experience, but are not too highly priced. Moreover, they also prefer product that reflects popular images to help them attain peer group acceptance. Such findings of an in-depth consumer analysis clearly confirm that Golden Knight whisky can cater to this very need of the consumers.
“Combining a very long experience of our parent company, Diageo Public Company Limited, which is world’s leading premium drink business group, with that of Riche Monde as distributor of premium alcohol drinks in Thailand for over two decades and a genuine understanding of consumer needs and wants, we have created ‘Golden Knight’ to offer consumers a new choice of premium blended spirit in the economy segment. Made to perfection by Diageo’s standard, Golden Knight’s superior characteristics are its exceptionally smooth taste and aroma. Furthermore, the Golden Knight brand reflects a high-value, classy image with its red, gold and black packaging design that carries the “The Knight and his golden shield” brand logo representing the prestige and quality of European taste. Despite all these unique superiorities, Golden Knight is priced at only 160 baht. This is why we are very confident that Golden Knight will receive a warm welcome from the Thai consumers,” said Ms. Zanita.
Ms. Zanita added that, “ Key targets of Golden Knight blended spirit are working male adults aged 20-35, with middle-level income, and are those who like to spend time after work hanging out with their friends. To launch the product to the market, we will spend over 100 million baht on brand-building efforts in order to establish a strong market presence. The campaign, which will run all through the year, includes television, press, magazines, POPs, PR, sales promotions at point of sales, events, and several other marketing tools. Besides, a relationship-building program with dealers and distributors nationwide will also be part of this ongoing campaign.”
The launch of Golden Knight reinforces Riche Monde’s position as prominent leader of premium alcohol beverages. It also marks a milestone step forward for the company in the industry. As a key to its marketing strategy, Riche Monde places top priority on product quality and, most importantly, on product taste and characteristics that best suit the needs and preference of consumers. Golden Knight will be another quality choice for drinkers, and will build Riche Monde’s image as strong leader in the economy segment.
Established in 1983, Riche Monde (Bangkok) Co., Ltd., is a subsidiary of Diageo Public Company Limited, a world’s leading premium drinks business group. The company is committed to business philosophy and practice of transparency, community and social responsibility, while continuously promotes and educates employees and consumers on responsible drinking. Riche Monde is Thailand’s sole importer and distributor of the premium Johnnie Walker and Spey Royal whiskies, as well as France’s finest Moet Et Chan Dan Champaign, and Hennessey cognac.
For more information,please contact :
Praesirint Naiyananonda
Leo Activation
Telephone : 0-2684-5702
Fax : 0-2684-5701 End.