Bangkok--12 Jun--JWT Public Relations
‘Prantalay’ sails into the year’s second half with beefed up ‘CRM’ marketing model to strengthen its existing and new memberships and the re-launch of its website to facilitate modern housewives
Prantalay Marketing Ltd., manufacturer and distributor of ‘Prantalay’ frozen seafood products, unveils that its marketing plans for the second-half of 2007 is to apply ‘CRM’ model to strengthen its core membership base along with monthly road-show promotional activities. The company also unveils the first big event ‘Health Hunter at Prantalay’ day along with the re-launch of its website ‘www.prantalay.com’ to encourage more modern housewives to participate in its monthly promotion campaigns online.
Mr. Anurat Khokasai Chief Marketing Officer and Chief Operation Officer of Prantalay Marketing Co., Ltd., reveals that during the first quarter of 2007, the company earned about Bt300 million in sales and expects to double the amount in the second quarter. The incomes include 30% of ready-to-cook frozen seafood, 35% of ready-to-eat frozen seafood, 32% sushi products and 3% of others. The company plans to increase its monthly sales for another Bt100 million more during the second half of the year from all products across the board and has planned to promote its premium products by highlighting ‘healthy seafood’ theme along with series of promotional and brand awareness-building activities and ‘CRM’ model that will strengthen its existing members and increase new participants. With all these plans, the company is confident that it would be able to accomplish the planned Bt100 million monthly increases in sales.
Currently, Prantalay is enjoying about 75% market share of the Bt400 million ready-to-cook frozen seafood, 11.7% of the Bt3 billion ready-to-eat frozen seafood, and 50% of the Bt650 million sushi markets in the country.
In terms of the ‘CRM’ model, the company has since the end of 2003 accumulated consumers’ purchasing behaviors and now has about 40,000 memberships nationwide. The memberships, including about 10,000 families in Bangkok and the rest in provinces, have repeating purchasing patterns for Prantalay products thanks to their confidences and interests in both existing and new products of the company. Each family has an average monthly income of Bt20,000 and more.
In terms of sales promotional campaigns, ‘Prantalay’ will actively organize about 4-5 road-show activities a month. The first such activity, ‘Health Hunter at Prantalay’ day which will take place on 17 June 2007 at MCC Hall, 4th Floor, The Mall Ngam Wongwan department store, will be a thank-you party for customers countrywide who have been trusting ‘Prantalay’ products to meet up and build a good relationship among customers and between customers and the company. The activity, stressing on the fact that seafood is good for health, will be educational and fun with customers learning how seafood helps getting them healthy both physically and intellectually through many activities that give them ideas of how to keep up their health.
Mr. Anurat says that the company has also planned to tap into the fast-growing market of Internet users by re-launching its website ( www.prantalay.com ) as a relationship-building forum for existing and new members who will enjoy the company’s latest information and news. The website will also act as a marketing tool where customers can participate in various online activities. The company has invested over Bt1 million to build up the database system that will offer useful information, such as healthy seafood menus, opinion boards, and games, to its browsers. Now customers can register online to become members, enjoy the menus of delicious seafood meals and exchange their opinions on the web. The games which have been about 80% complete are expected to be fully functional during the last quarter of 2007.
One example of the online activities is ‘point accumulation’ program that allows members to accumulate their monthly purchasing points online to win souvenirs such as ‘The Four Buddies’ or ‘Healthy Menu’ book. Customers can also accumulate points in exchange for cash in the ‘Receipt Cash Redemption’ program that prizes a receipt for either 50 satangs or Bt1. Also, those who like cooking can enjoy the ‘Happy Family with Healthy Prantalay Kitchen’ cooking workshop where customers will practice cooking with famous chefs.
The ‘CRM’ model will also allow Prantalay to learn more about the customer’s needs through the existing customer’s database. The useful information will be used when the company develops new products or adjust the existing products to fit most into the lifestyle and tastes of customers.
“Prantalay will not stop developing our products to fit into lifestyle of our customers and we strongly believe that the demand of seafood products will continuously grow in the future too,” concludes Mr. Anurat.
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
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