Bangkok--17 Aug--Chaithip
Kicking off with road show caravan with aims to aggressively penetrating Pattaya food service market
Viput Wanglee, Assistant to Managing Director — Sales and Marketing, Chaithip Company Limited, the leading rice trader and the manufacturer of Panomrung, the leading rice delivery service brand providing turnkey service, said that the company plans to expand Panomrung’s market to the other provinces during August. It will initially starts with Pattaya as the first upcountry market after its overwhelming success in launching Panomrung to the food service industry in Bangkok. During 2006, the company reported the continuous sales growth over 250% compared to the same period last year. At the same time, it has acquired over 350 new customers since December 2005 which accounted for 86% increase in its customer base. The new customers included 4-5 star hotels and leading restaurants such as The Oriental Hotel, The Sheraton Grande Sukhumvit, The Conrad Hotel, The Intercontinental Hotel Bangkok, Oishi Japanese Restaurant Chain, Bar-B-Q Plaza, Mahanaga, and etc.
Viput said that as Panomrung is the rice delivery service in the food service business, it angles toward high end customers especially hotels and restaurants. Thus, the company aims to expand its market to major tourist destinations starting from Pattaya where there are a lot of Thai and overseas tourists and visitors all year round. Pattaya is one of the important centers of hotel and dining industry and also considered as the gateway to the tourism market in the eastern part of Thailand including Rayong, Chanthaburi, Cholburi as well as other major industrial estates.
“The company has planned the activities to launch Panomrung in Pattaya including the caravan of 12 pick-up trucks with games and giveaway of over 1,500 packs of Panomrung rice to introduce Panomrung to various restaurants. It will also invite over 300 food service operators to join the launch party with the cooperation of various food service organizations in Pattaya. At the same time, it will also utilize public relations and advertising to create awareness including the advertisement in the Chef Journal”, said Viput.
Viput added that the company has appointed Chart Phol Kij Company Limited as its exclusive distributor in the eastern part of Thailand. Chart Phol Kij is one of the largest wholesalers of rice, raw materials, ingredients, equipment and accessories for food, hotel and bakery business with expertise, experience and broad network in the area. After the official appointment, the company will render its support to the new distributor by setting up the turnkey delivery service, providing a sales manager and 2 sales representatives to be stationed at Chart Phol Kij office so as to help with the staff training and giving advice regarding the rice delivery service to ensure Panomrung’s standards. The company has run the market trial in Pattaya since the beginning of this year before its decision to officially launch the service and gained a positive response with over 350% sales growth compared to last year. The company projects the sales in Pattaya to exceed 10 million baht at the end of 2006.
Additionally, Panomrung will focus on the direct marketing approach as it targets niche market. It will also emphasize on marketing activities to continuously creating brand and service awareness. During the beginning of September, Panomrung will participate in the International Food and Hospitality Show 2006 by being the major sponsor of “Panomrung Thai Chef Competition” which is the cooking competition of Thai set including 2 dishes from Panomrung rice out of 5 courses as well as the special rice dish. The winner and 2 runner-ups will receive honorary plaque and cash prizes as so to promote and internationally uphold the new standard for Thai chefs.
“The company is confident that Panomrung has the potential to grow its brand and business with its pro-active approach. The company plans to open its new production plant in Saraburi with 3 times increasing production capacity to accommodate the demand of both export and domestic markets. In addition, it plans to launch Panomrung Cook Book at the National Book Fair towards the end of this year. The company expects to achieve the sales revenue of over 700 million baht at the end of this year”, said Viput.
For more information, please contact
Savitree Peungcharoenkun
Tel. 02 689 2334-5 or 01 816 4598
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