Bangkok--1 Oct--JWT Public Relations Lavishing Bt.20 million to promote sales through modern trading & delivery service with confidence to make Bt.350 million sales by end of year Prantalay Marketing Company Limited, manufacturer and distributor of ‘Prantalay’ frozen seafood products, pots the continued success over 3 quarters of year 2007 with sales achievement at Bt.250 million. The company plans to increase market share of the industry with the latest campaign to launch a new premium quality Sushi brand: “I LOVE SUSHI by Prantalay” aiming to penetrate B+ consumers and above. The new brand is to be distributed through 2 channels nationwide modern trading and delivery scheme throughout Sukhumvit areas, especially to reach the main target of Japanese businessmen. In addition, the company plans to invest in enhancing modern trading image by modifying the look of shop displays into more eye-catching selling locations. Since quality and freshness of the products are taken seriously at Prantalay, the company has exclusively selected certified Sushi chefs who are in 3 categories of standards; gold, silver and bronze, in which each chef wears a batch stating their classification of skills on their chests. With this new campaign, Prantalay estimates to make Bt.350 million sales by the end of year 2007. Mr. Anurat Khokasai, Chief Marketing Officer and Chief Operation Officer of Prantalay Marketing Co., Ltd reveals that Prantalay has made total income of Bt.750 million during the past 3 quarters in 2007 which is the equivalence to total sales of the whole last year. The sales share contents combined 30% of ready-to-cook frozen seafood products at Bt.225 million, 33% of ready-to-eat frozen seafood products at Bt.247.5 million, 35% Sushi products at Bt. 262.5 million and 2% of other product categories at Bt. 15 million. The company sees at making Bt.250 million or more within the last quarter of this year according to the better air of economics, combining with eased up political situations in the country. Moreover, Thailand is coming towards the times of festivity, when consumers are spending more and adding circulated currencies into the markets, favoring Prantalay to accomplish Bt.1 billion total sales before the end of this year. Currently, Prantalay has total value of frozen seafood market at Bt.400 million which is expected to expand approximately 25 — 30% in 2008, making Prantalay’s market share in this sector increase up to 80 — 90% from the total market value of frozen seafood products worth Bt.3.5 billion. The company is eying on sharing 11% in modern trade market which is estimated to grow at least about 30% of the total market value. Mr. Anurat says: “The company has recently discovered thriving opportunities to expand new channel distribution for Sushi products by launching a campaign to promote the latest Sushi brand “I LOVE SUSHI by Prantalay.” The Sushi market has the tendency to grow steadily according to the total value of Sushi products sales at Bt.6 billion consisted of sales in restaurants and Japanese eateries while the modern trade market for Sushi alone is worth Bt.500 million. It is predicted that in 2008, there will be an increase of total market value at around 30 — 35% as a result to more popularity of healthy foods consumption. Prantalay aims to achieve 70% market share for modern trading at 5.83% of the total market value, which will make additional Bt.100 million and add up modern trade market value to Bt.450 million. “I LOVE SUSHI by Prantalay” brand is strategized to be another distributed channel and a means of effective public relations and communication for Prantalay in Sushi market and targeted consumers. As a subsidiary brand under ‘Prantalay’ the new brand serves as an emphasis for the company’s professionalism and expertise in Sushi industry sector. Mr. Anurat continues that “I LOVE SUSHI by Prantalay” utilizes a brand strategic positioning as a premium grade quality product line, targeting to B+ to A - class consumers with 200 SKU product range. An assortment of materials for Prantalay Sushi is selected from the finest sources of the world — Salmons from Faroh Islands in Atlantic Ocean, Saba Fish from the Pacific waters, and Tunas from the Indian Ocean. Rice products are 100% Japanese breed, traded yearly in volume and delivery under farming contracts with the rice growing agricultural communities in the northern part of Thailand. The products are quality controlled and developed under the standardized operation of Prantalay’s R&D team professionals from Japan. The R&D procedure is categorized into 2 sections — processing engineers and product development, ensuring product versatility, presentation in fusion style and suitability to the needs of both Thai and foreign customers. Prantalay plans to execute 2 distributed channels through modern trading and delivery service. To promote modern trading channel, the company sets off to improve 210 display shops with 10 million baht budget for the renovation. This is to create outstanding and unique points to differentiate Prantalay’s modern trading from other competitors. In each selling location, Prantalay has laid out 2 zones for distributing different products — cold kitchen area for Sushi and Sashimi products with prices raging from 12 -20 baht a piece to 59 — 120 baht a set, and hot kitchen zone for a variety of Puns (Japanese rice with assorted toppings) such as Saba Fish Pun, Salmon Pun, Fish Teriyaki Puns, etc. As for delivery service channel, Prantalay aims to penetrate the market of Japanese business people living in Sukhumvit area. The products cost 300 — 350 baht a tray, consisting 10 pieces a tray. Customers can order through the delivery hotline at 0-2789-9900. Apart from that, in terms of personnel, Prantalay has hand-picked a team of professional Sushi chefs from Japan to train 300 Sushi processing staff in order to ensure expertise in laboring skills and development to maintain quality and standards of traditional Japanese heritage. Prantalay Sushi chefs at selling locations are decorated in 3 uniforms; gold class, silver class and bronze class. The company also plans strategic public relations activities to promote sales with budget of Bt.10 million, done by the parades of “I LOVE SUSHI by Prantalay” troopers around offices locations downtown, including Silom, Chidlom and Ploenchit in order to give away free-Sushi vouchers and promotional premiums. At the same time, the company will be conducting public relations activities through various mediums; printing, TV, radio and website, followed by promotions through channel distribution nationwide. “Or persisting execution of marketing strategy, coupled up with advertising and PR schemes throughout the year with supporting budget of Bt.20 million signifies the key messages about quality, freshness, cleanliness and standard orientation of Prantalay products. I am confident that “I LOVE SUSHI by Prantalay” brand will be easily taken into the consumers’ heart and can generate more than Bt.350 million this year, topping up the total sales of Prantalay to achieve Bt.1billion as we have expected,” Mr. Anurat adds. For more information, please contact: JWT Public Relations, JWT (Thailand) Khun Prasit Kritsadaariyachon (Bob), T: 02-204-8216 or 081-586-2813 Khun Porntip Wiriyakitpattana(Bee), T: 02-204-8210 or 086-813-1981