Bangkok--24 May--JWT Public Relations
‘Prantalay’ posts 35% growth in first quarter sales with plans to launch new products to tap into high-end health market reiterating its leading comprehensive seafood manufacturer status with confidence to make Bt1,000 million sales by end of year
Prantalay Marketing Company Limited, manufacturer and distributor of ‘Prantalay’ frozen seafood products, unveils the first quarter’s sales of 2007 at over Bt300 million with plans to penetrate into high-end health markets with the new launches of more premium healthy and nourishing seafood products throughout the rest of the year. The company plans to conduct monthly road-shows to stimulate sales in more than 1,000 of its main shops countrywide with confidence to achieve Bt1,000 million in total sales by the end of the year.
Mr. Anurat Khokasai Chief Marketing Officer and Chief Operation Officer of Prantalay Marketing Co., Ltd., reveals that the research carried out among seafood consumers discovers that over 90% of them warmly accept ‘Prantalay’ as their ‘top of mind’ brand. This contributes to the company’s strong first quarter’s overall sales at over Bt300 million. The sales are composed of 33% or Bt100 million for ready-to-cook frozen seafood products, 30% or Bt90 million of ready-to-eat frozen seafood products, 33% or Bt100 million of sushi and 4% or about Bt10 million of other products such as Pranprai and seafood sausages. The company expects to reap another Bt300 million in sales by the end of the second quarter as well. During the second half of the year, ‘Prantalay’ has prepared various marketing plans and activities to boost all product lines through events and road-show activities which make the company confident that it should be able to reach its sales target at Bt1,000 million by the end of the year.
Currently, ‘Prantalay’ holds about 75% of Thailand’s total frozen seafood market which has a total value of Bt400 million, 11.7% of ready-to-eat frozen seafood market which has a total value of Bt3,000 million and 50% of sushi market which has a total value of Bt650 million.
To stimulate local markets, sales and brand awareness, the company has plans to dispatch its road-show teams to outreach more communities and modern trade areas. The frequency of this operation will be at about 4-5 times monthly and countrywide. In terms of product plans during the second half of the year, the company plans to launch more premium lines and stress on ‘healthy seafood’ concept to expand its customer base into the higher-end segment who has high purchasing power with discerning tastes for rare and special seafood products along with balanced nutrients in their meals. The company will increase the products in both lines of ready-to-cook with more varieties of seafood and cuttings which should give the customer a higher level of convenience in their modern home cooking. In the line of ready-to-eat frozen seafood, the company will launch more international dishes such as some from Vietnam, Italian and Japanese cuisines such as udon noodles.
“For the sushi segment, we are now studying the feasibilities of launching ‘Prantalay Sushi Delivery’ service on top of the existing 170 selling kiosks with plans to tap into the market of over 40,000 Japanese people living in Thailand who, with high purchasing power, look for premium sushi products.”
Mr. Anurat continues that “We also plan to spread out our selling points to outreach more the consumers. Currently, we have over 6,000 selling points throughout the country including small shops in the communities, modern trade, convenient stores and mini-marts and we plan to increase about 1,000 more selling points at higher-end markets by the end of the year.”
In terms of export market, Prantalay plans to launch premium lines of ready-to-eat frozen seafood products to Singapore and Taiwan. In Japan, frozen shrimps are still going strong among local consumers while in China, after dispatching its research team to study the consumers’ preferences, the company is reviewing the high possibilities of launching its sushi products thanks to the local interests in Japanese food. The company expects that it should be able to start the operations in China by the beginning of next year with the first launching of the products in the student areas such as universities, schools or dormitories in Beijing following the high demands of the young people and the fact that the capital has a high rate of people who want to eat sushi products.
Also, the company has joined local food marketing event of ‘THAIFEX — World of Food Asia 2007’ which gives foreign customers to experience the delicious tastes of ‘Prantalay’ frozen seafood products and other lines that cover the modern lifestyle of the people including chilled and frozen ready-to-cook seafood, fresh seafood, MAP or Modified Atmosphere Packaging products and seafood sausages. At the event, the company creates the craze for sushi by displaying a big combo set platter of over 10,000 sushi bites to showcase the concept of ‘Sushi’s World by Prantalay’ to reiterate the company’s leading status as the manufacturer of traditional Japanese sushi products and as the highlight of its displaying booth as well.
With all the marketing and comprehensive lines of ‘Prantalay’ products, Mr. Anurat says that the company is confident that ‘Prantalay’ will be the number one brand in the hearts of consumers forever.
For more information, please contact:
JWT Public Relations, JWT (Thailand)
Khun Prasit Kritsadaariyachon (Bob), T: 02-204-8216 or 081-586-2813
Khun Wongchan Tangsongsak (Chan), T: 02-204-8221 or 089-127-2089