Bangkok--Jun 16--Ogilvy Public Relations Worldwide
Krating Daeng creates a new excitement in the canned coffee market via the introduction of “Krating Daeng Coffee…Super Rich”, the latest coffee with a distinct flavor that suits the taste of strong coffee lovers. A total budget of Bt100 million is allocated for the nationwide launch and sales promotional activities of the new product. It is expected that Krating Daeng will capture 10% of the canned coffee market share in 2006.
Mr. Sathit Sathirasrindh, Marketing Manager — Krating Daeng, the Red Bull Beverage Co., Ltd., revealed that “Thailand’s canned coffee market is an attractive segment as it is worth approximately 6.5 billion baht and has an annual average growth of 18.6%.* It has been growing continuously over the past few years. Altogether, according to the results of Krating Daeng Coffee’s taste tests conducted among consumers in many provinces, Krating Daeng Coffee’s taste received positive response. Hence, we have developed the new “Krating Daeng Coffee…Super Rich” which will come up in cans with new and eye-catching designs to attract consumers to try its real strong coffee flavor.
“In addition, with a highly standardized manufacturing process and carefully selected coffee bean quality to achieve Krating Daeng Coffee’s perfect taste, as well as strong support marketing plans with a 100 million baht budget, we are confident that ‘Krating Daeng Coffee…Super Rich’ will be favorably received by consumers nationwide and help strengthen the Krating Daeng brand. We are positive that ‘Krating Daeng Coffee…Super Rich’ will gain a 10% market share of the canned coffee market in 2006,” said Mr. Sathit.
Krating Daeng Coffee…Super Rich is a ready-to-drink canned coffee with the strong taste and sweet aroma made from two main coffee varieties - Arabica and Robusta. It is perfect for coffee lovers who prefer the strong taste of real coffee, especially those people who are looking for a refreshing and energizing beverage to do such activities as long-distance driving.
In terms of marketing, Krating Daeng has allocated 100 million baht for its promotional plan. Firstly, Krating Daeng will launch a new 45-second TV commercial to attract consumers’ interest in the product. The TVC will be aired on June 17, 2005. Advertisement on TV, radio as well as print and outdoor media will fill the city to promote awareness on the new product.
In addition, a special Krating Daeng caravan will make a road show nationwide to introduce ‘Krating Daeng Coffee…Super Rich’ and distribute 500,000 sample products for consumers to try the unique taste of Krating Daeng coffee.
Krating Daeng Coffee…Super Rich, made from two main coffee varieties -Arabica and Robusta, is now available at leading retail stores nationwide. It comes in a 180 ml. can at Bt12 each.
Issued on behalf of : The Red Bull Beverage Co., Ltd.
For more information : Bhiyada Wongwarachat
([email protected])
Ogilvy Public Relations Worldwide Ltd.
Tel. 0 2205 6607
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