Bangkok--19 May--JWT Public Relations
Prantalay Marketing Company Limited, manufacturer and distributor of ‘Prantalay’ seafood product’s fine-tune strategy, aggressively developed the Frozen Seafood industry by implementing Supply Chain Management system for efficient management of raw materials, production process, distribution and price. In addition, the company plans to expand distribution nationwide despite rising fuel prices. This is a part of the company’s vision in becoming Thailand’s Top Integrated Seafood Producer.
Mr. Anurat Khokasai, Chief Marketing Officer and Chief Operation Officer of Prantalay Marketing Co., Ltd. said “Prantalay has been aggressive focusing on expanding distribution since the beginning of the year. Our currently nationwide sales channels are 1,300 and we expect to increase the number up to 2,000 in the near future. We will place our focus on convenience stores, mini marts and small-scale community groceries. We sell ready-to-eat frozen meals; for both breakfast and lunch, that match the new and busy lifestyles of the consumers. The rising fuel prices has little affect on the company. Though the cost of raw materials had increased by 10-20%, initially we anticipated that it would increase the price of the product by not more than 10%.
To adjust to current economic conditions, the company aggressively invested in the development and implementation of cost management system under the supply chain concept which includes; the production and distribution processes in order to reduce cost. The system was implemented in the middle of last year with the aim of reducing expenses, the company had initially absorbed, for example, expenses incurred from the increase in fuel prices, labor cost, raw materials and distribution, as a result this decreased the company’s competitiveness in the world markets.
The company expects to be able reduce cost of investment to about 4%, as a result from the implementation of supply chain management system. This enables the company to achieve an increase of 5% profit previously at 1-2%. The cost saving are divided into 4 areas; cost of raw materials reduced to 67% previously at 72%, production cost reduced to 5.5% previously at 9%, waste management reduced to 5.5% previously at 7.5% and distribution cost reduced to 3.55% previously at 4%. Results will be evaluated every quarter.
Mr. Anurat added “The Company has already implemented the supply chain system for the management of raw materials, which the company had implemented the Integrated Operation of Shrimp Business, a joint effort of Shrimp Business Operators; shrimp feed producers and more than 1,000 shrimp farmers, nationwide, in order to supply high-quality products worldwide. Furthermore, the company had also improved packaging and increased the variety of packages by cooperating with various business partners in the product and development research teams.
Prantalay has also expanded its markets out of the country, starting from Singapore, where the company has its ‘Prantalay’ products available. In the future, the company plans to expand its markets to the European Union and the United States of America. The company had also joined the “THAIFEX — World of Food Asia 2006” where a variety of “Prantalay” products are to be display under the “Prantalay Supermarket” concept which reflects the company’s ability to respond to all the needs of the customers and their different live styles. For example, ready-to-cook, ready-to-eat frozen seafood or take-home frozen seafood, Sushi, Fresh or Chilled Seafood — which entails the MAP (Modified Atmosphere Packaging) system.
In addition, visitors will witness the gigantic “Seafood Fried Rice” measuring 2 x 1.2 meters at the “Prantalay” booth during the “THAIFEX — World of Food Asia 2006” event.
Mr. Anurat concluded that “The Company expected that the implementation of supply chain management together with strategic marketing activities, “Prantalay” will be able to achieve the sales target to ultimately become the leader in Thailand’s integrated seafood producing industry”.
For more information, please contact:
JWT Public Relations, JWT Thailand
Benjaphorn Banjerdgit (Ben) and Prasit Kritsadaariyachon (Bob)
Tel. 0-2204-8551, 0-2204-8216