Bangkok--4 Jul--Bhum PR
Nestl? (Thai), announced its leadership in powdered milk for children aged one year and above, with the recent market share of 65% in the growing-up milk market. The company is about to spend more than 80 million baht in promoting the new Carnation fibre-mixed powdered milk.
Pattanai Luangtrakul, Category Marketing Manager — Children Nutrition, Nestl? (Thai) Ltd, said that considering either consumption volume or value, Nestl? has continuously been the leader in the market for powdered milk for one year-old children and above. The latest research by AC Nielsen (Thailand) also showed that the Bear Brand and Carnation powdered milks, Nestl?’s products, made up 65% of the market share in the standard segment of the growing-up milk category, obviously outpacing other competitors.
“Our success results from our consistent research and development to produce high quality products for children in every significant stage of growth, as well as our effort to enhance greater knowledge in child raising. In 2006, for example, we have introduced the ‘Can Do’ concept for Bear Brand Advance Powdered Milk. This campaign has not mainly been sales-promotional, but it aims to inspire and encourage mothers to allow their children to express themselves properly and develop their ability in accordance with their interests, so that they will be ready to experience the world on their own.”
According to Miss Pattanai, the revenue generated by Bear Brand and Carnation powdered milks in the first half of this year has met the target, and the annual revenue should grow by 3% to 5% year-on-year along with the market growth, but other economic factors will be concerned.
As for the plan for growing-up milks in the second half of 2006, the company has launched Carnation powdered milk for children aged one year and above, with new packaging and dietary fibre from chicory, spinach and apple. A budget of more than 80 million baht will be spent on a new TV commercial, sponsorships and promotional activities to promote the product and seek greater share in this growing category. The company expects to increase Carnation’s market share to 27%, the highest since the brand’s first launch 20 years ago.
“This new Carnation powdered milk has been developed for children to have healthy digestion and bowel system, which will lead to strong growth and capacity to fulfill their potential. The new packaging also gives information about the product’s nutrients for mothers to consider, as we believe that constant product development and effective communication with target customers will make our product meet the needs of the consumers and be well accepted,” added Miss Pattanai.
Nestl? is Thailand’s and the world’s biggest manufacturer and distributor of growing-up milks. Nestl? (Thai) Ltd has produced powdered milks for children in Thailand for more than 50 years under the Bear Brand and Carnation brands.
For more information, please contact:
Bhum PR team
Sunisa Limrachtamorn
Sitthi Wattanayagorn
Tel: 0-2610-3716