Bangkok--18 Oct--JWT Public Relations
‘Prantalay,’ leader in comprehensive seafood product innovations, gives the market a new blow with series of new menu from the sea. Recently, the company introduces, for the first time in Thailand, seafood sausages made from fish, shrimp and squid and arrays of tasty seafood lunch, to beef up sales in the final quarter of the year, hoping to reap 50% or more than Bt850 million increases in sales.
Prantalay Marketing Company Limited, the manufacturer and distributor of ‘Prantalay’ seafood products, reveals the sales of this year’s third quarter reaching over Bt600 million, thanks to the series of new product innovations and market penetrations into all segments of customers.
Mr. Anurat Kokasai, Chief Marketing Officer and Chief Operation Officer of Prantalay Marketing Company Limited, reveals that the company has planned its marketing strategies with ambitions to be the leader in comprehensive seafood innovations supported by the continuous launches of the new products, from ready-to-cook frozen seafood to chilled ready-to-eat meals to meet the demands of customers of all ranges with span of prices that suit them. Those strategies have been well received, making Prantalay’s sales during the first three quarters of the year totaling at over Bt600 million or making a 50% increase when compared to the same period of the previous year. Those sales include 30% sales of ready-to-cook frozen seafood and 70% sales of chilled ready-to-eat meals. The company expects that by the end of 2006, the sales volume should reach Bt850 million, thanks to the launches of additional menus. In 2005, the company earned a total of Bt600 in the overall sales.
“It was evident that in the past, Prantalay’s strength has been the fact that the company never stops developing new products. Consumers do not like to dine on the same menu repeatedly, thus creating new menus helped boosting the market, even though many customers have already had their favorite items in minds,” says Mr. Anurat.
Mr Anurat continues that for the last quarter of 2006, the company thus introduces two groups of new products into the market, giving new choices for health-conscious diners. The first group of products, ‘Seafood Sausage,’ is made from premium fish, shrimp and squid. The company is Thailand’s first manufacturer of healthy sausages made from all kinds of seafood carefully blended with other selective ingredients such as supreme herbs and imported good cheeses from New Zealand, created delicious sausages especially for cheese lovers. These sausages are carefully prepared under the control of modern processing technology with no preservatives for total consumption confidence. The sausages are available in 8 flavours, such as Fresh Pepper Fish Sausage, Basil Fish Sausage, and Fish-Cheese sausages, at Bt80-95 per pack. The company expects that these new products will receive good responses from customers, with sales target set for the year 2007 at Bt 150 million out of the total volumes of overall sausage market of Bt3 billion.
The second group of products features spicy and tasty ready-to-eat meals, developed from the existing lunch meals by adding more spicy tastes to suit the Thai consumers. This group include 12 new dishes, such as Crabmeat Fried Rice, Seafood Sausage Fried Rice, Tom Yam Fried Ricce, Steamed Rice with Clear Spicy Fish Curry, Steamed Rice with Spicy Clear Seafood Soup, and Steamed Rice with Seafood Spicy Stir-fried, available at Bt49.
Mr. Anurat continues that Prantalay will continue to emphasize on direct marketing communication with customers by organizing sales promoting activities at every Prantalay kiosk and expects to spend about Bt4-5 million in these activities during the last quarter of the year to boost the purchasing power of the customers. Also, the company will expand its distribution channels, by penetrating more into all ranges of customer groups. Currently, the company has a total of about 1500 distribution channels and expects to expand the number to reach 2,000 by the end of the year, by focusing on convenient stores, mini marts, community grocery stores and 540 nationwide branches of Family Mart. These channels will maintain the sales of frozen ready-to-eat meals, from breakfast to lunch and to dinner, that suit the lifestyles of consumers who look for convenience.
The current total value of the frozen food market in 2006 is worth about Bt3—4 billion and Prantalay has secured about 30%
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JWT Public Relations, JWT (Thailand)
Khun Prasit Kritsadaariyachon (Bob) T: 02-204-8216, or T: 081-586-2813
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