Bangkok--Sep 23--Siam PR. Consultant
Carabao Tawandang sparks up Thailand’s energy drink market with its latest product “Carabao XO” to stir up competition in the final quarter of 2005. The company has earmarked 100 million baht as a marketing budget to create awareness through various media channels and full-steam marketing activities under the concept of “Carabao XO — in whiskey scent — only one bottle is sufficient, be prepared for”, highlighting differences from its competitors in all angles, supported by the strength of Sermsuk for the distribution of the product to all retail sale channels immediately after its launch.
Mr. Sathien Setthasit, Managing Director of Carabao Tawandang Co., Ltd., disclosed that the energy drink market in Thailand was significant and continued to grow every year with a total market value worth over 10 billion baht. “Competition is high as marketing budgets by existing players leapfrogged from 700 million baht in 2002 to 1.6 billion bath per year during 2003-2004. Despite heavy competition, each competitive energy drink brand is not so different from one another in terms of taste or flavor. As brand loyalty is low energy drink manufacturers are inevitably forced to keep their marketing budgets high to attract buyers. As an alternative for the consumers, Carabao Tawandang has created Carabao XO in whiskey scent — an innovation that revolutionizes the energy drinks after over 30 years of their presence in Thailand” he said.
“Carabao XO is a product the company proudly presents after intense researches and developments that have taken over 15 months. The ingredients include high-quality substances with a whiskey scent to create added value and extra feel of refreshment that lasts an entire day. Carabao XO comes in a yellow-black label on a green bottle that combine the feeling of tough taste and refreshing scent giving an entirely different look, while offering a new kind of experience for as good as 12 baht a bottle,” he explained.
Mr. Kamoldist Smuthkochorn, Director, Marketing Team Leader of Carabao Tawandang Co., Ltd., mentioned the marketing plan behind the new product, supported by a budget of 100 million baht had already been earmarked for Carabao XO alone in 2005. This would stimulate a widespread awareness among target consumers - primarily current energy drinkers - aged between 20 years to 39 years especially those who enjoyed alcohol drinks and as well as general consumers. “Activities in various markets have been prepared with television commercial to start the campaign from September 23. There will also be road shows in various provinces to stimulate awareness among both consumers and retailers,” he added.
“The surveys before the product launch reveal that consumers love the taste of Carabao XO and with positive image. The product should be well embraced. This should also contribute to greater sales on the part of Carabao Dang — our original version of energy drink, given that the new product Carabao XO is creating stimulation to the entire market,” he concluded.
Apart from the taste and scent of the new products, effective marketing campaign will help determine its success. Carabao XO remains under the distribution of Sermsuk Public Company Limited, one of the largest distributors of soft drinks in Thailand, who has made Carabao Dang a top 3 best selling energy drink in just 2 years.
About Carabao Tawandang Co., Ltd.
The company was established in late 2001 by a successful group of businessmen who have built the name for Tawandang German Brewery since 1999, and the legendary recording artists Carabao. Its first product came out under the name Carabao Dang that symbolizes an energy drink of fighters who do not give in to destiny and fate but stand by the truth and justice. The product has immediately gained public acceptance as one of the leading name in energy drinks.
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