Bangkok--Aug 17--Good Morning Monday
Best Foods-Gardenia, the two leaders in breadspread and bread products, jointly launch campaign entitled, “Quality breakfast to start your bright day by Best Foods and Gardenia” featuring a concept of lifestyle, delicious breakfast with convenience and high nutritional quality. The campaign also helps reinforce the “Healthy Thailand” Government policy to encourage Thai people to have their breakfast and underscore their complimentary premium products to boost up low season market period.
The first hand shaking in history of the two giants, Best Foods and Gardenia.
Mr. Yol Phokasub, Managing Director of Unilever Bestfoods (Thailand) and Mr. Joseph Ng, Chief Executive Officer of Gardenia Foods (Thailand) Ltd. jointly revealed their business cooperation under the campaign “Quality breakfast to start your bright day by Best Foods and Gardenia” that both Best Foods and Gardenia are major leaders in premium food market delivering high quality, and wide variety of sweet and savory products to domestic Thai households. “With our strong potential, we thus deploy the co-marketing strategy not only to expand the existing market but also to reach out the emerging market segment, in particular, the high potential new generation who have their own lifestyles, convenient-lover and strong product identification. There is an ample opportunity of growth in this market. This is the first time that Best Foods and Gardenia join hands and we expect that the campaign will increase more than 10 percent of market shares for both Best Foods and Gardenia by the end of this year”.
“Best Foods and Gardenia not only encourage the Thais to have their breakfast, but we also conduct an in-depth study of consumer’s behavior and lifestyle. The new generation is trendy, convenient-loving and self-righteous. Therefore, we combine key strength of both brands and offer appealing complimentary products with the concept of “stylish savory, convenient and nutritionally rich”.
Best Foods possesses up to 4 product lines of their breadspread including jams, sandwich spread, margarine and Skippy peanut butter. Each product line has its own variety, notably, 5 flavoured jams, strawberries, blackcurrant, marmalade, pineapple and mixed fruits. Our sandwich spread is varied from original, chicken, chicken-ham, tuna and cheddar cheese flavour. Gardenia also offers a variety of bread products ranging from sandwich with vitamin, whole wheat, hi-fiber with innulin, pendan-flavoured bread, milk bread, raisin bread and instant bread segment.
“When having them together, we could provide consumers high quality, well nutritional breakfast with variety of flavours. Consumers will have a wide range of selection for the whole month. Consumers can match the flavors with their daily feelings or create a new formula with their own style”.
The campaign is also destined to support Healthy Thailand Government’s policy to encourage Thai people to have proper diets especially in their breakfast which is considered as the most important meal of a day. We believe that the campaign will be responsive to the current economic situation and to the new lifestyle pattern of modern Thai consumers. Simply spread a pair of bread with jam, spread or magarine, any consumer will gain proper nutrition more than 250 kcal of energy. It is also very convenient and money-saving.
Two sales promotion programs in all channels debuting this August is prepared to support the campaign “Start your breakfast with …”.Firstly, consumers who buy 400 g. Gardenia vitamin bread will receive free 1 pack of 20 g. Best Foods sandwich spread, which the promotion is nation-wide. Secondly, consumers who buy Best Foods jam sized 170 g. at 25 baht will be eligible to buy 200 g. Gardenia vitamin bread at 9 baht from 13.50 baht at all 7-11 shops. In addition to this, we will cascade varied sales promotion packages, marketing activities and social contribution programs to solidify the campaign and product image and to boost sales until year-end period.
Giant Best Foods to outperform competition, diversify product line in response to new lifestyle.
Mr. Yol Phokasab revealed that Best Foods is pleased to have close cooperation with Gardenia. Gardenia is considered as premium bread brand with consistent new product innovation to the market. We believe the campaign will appeal and voice overwhelm support from consumers and help strengthen the brand equity and its association with Thai consumers. In 2005-06, Best Foods, as the number one market player in each segment, will gain at least 20% of increase in its total market shares to outperform its competitors. In sandwich spread product line, we target to gain more than 60% of market shares. We recently introduced new flavours, cheddar cheese and tuna and gain very positive feedback from consumers and increase market shares from 40% to 47% in only one month.
Gardenia vow to premium market leader, invent new recipe, hi-fibre with innulin for health conscious group.
Mr. Joseph Ng, Chief Executive Officer of Gardenia Foods (Thailand) revealed that the joint campaign with Best Foods not only supports our mutual market expansion but also speed up Gardenia to faster capture new market segments. This is conducive to Gardenia’s proactive marketing approach to heavily expand into both existing and emerging markets as well as leverage the product quality to fit in with changing lifestyle. With its wide product range, Gardenia offers more choices and consumption opportunities in every meal. We have consistently been introducing innovation to the market, for example, the latest hi-fiber with innulin to help digesting system. With soft bread and great tasting, the latest product is mainly tailored for health conscious consumers. The mixture of these strategies will definitely enable Gardenia to be an undisputed market leader in premium brand in the near future.
Unilever Group of Companies in Thailand is a fast moving consumer goods company with a strong presence in Thailand for more than 70 years. Unilever offers Thai consumers with a wide range of leading brands in five categories. Home Care products include Breeze, Omo detergents; Comfort Fabric softener; Sunlight dishwashing liquid; Vim floor cleaning products. Personal Care are Axe, Rexona deodorant, Close-Up toothpaste, Sunsilk, Clinic Clear hair care products, and Dove. Skin Care and Cleansing include Pond’s, Vaseline, Citra skin care products and Lux, and Unilever Network; Ice Refreshment and Foods for Wall’s Ice Cream, Knorr, Lipton Ice Tea; and Best Foods
For further information, please contact
Nathaporn Satirakul
PR Consultant
Good Morning Monday Co., Ltd.
Tel: 02-905-1231-2, 02-570-6225
Email: gmm[email protected]
Or
Chanya Rodrakquan
Unilever Bestfoods(Thailand) Limited
Tel: 02-554-2000
Or
Benjawan Maikhiew
Gardenia Foods (Thailand) Limited
Tel: 02-501-2185
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