Bangkok--25 Feb--Aziam Burson-Marsteller
Big C reinforces the popularity of its house brand products, announcing the new Happy Baht house brand that covers a range of daily necessities.
Ms Jariya Chirathivat, Vice President, Marketing & Communications, Big C Supercenter PLC stated that House brand products have become increasingly popular among consumers. The current economic circumstances are driving more consumers to look for economical alternatives to brand named goods. Moreover, house brand products have been much improved in terms of quality and diversity and they have been well accepted by consumers who face a higher cost of living. We see promising growth for house brands and have therefore broadened our house brand offerings to be more diverse and cover all product categories at more affordable prices to suit consumer demand in the current economic situation.
Recently, Big C introduced the new Happy Baht house brand into the mass market to cover more of its customer’s preferences. Happy Baht is Big C’s second house brand that is marketed on the P Pricing strategy or offering economical prices, with no sacrifice in quality. All Happy Baht products meet the guidelines set for public health and safety and labeling regulations as stipulated by all relevant governmental agencies. 20 million baht was set aside to produce and manage the products under this new house brand.
“The house brand segment is a key focus area with consistent growth of our house brand portfolios. Moreover, Big C’s house brands have been upgraded to be more diverse with enhanced quality. Last year, we launched the Big C Brand which has received tremendous customer response, as indicated by successful sales of these items. The highlight of Big C’s house brand line is its quality, which is on par with brand names but available at lower prices. This year, Big C sees an opportunity to deliver a new and unique house brand at more economical prices into this market to serve customers in the current tough times. Happy Baht is the ideal house brand that was exclusively developed under the lower house brand theme and is available in a simple package design but still with high quality standards. Happy Baht includes house brand products that are necessary in daily living,” added Ms Jariya.
Happy Baht is a more economical house brand and includes non-food, dry food and fresh food items. Big C will continue to expand Happy Baht into all product lines. Currently, Happy Baht has a total of 73 product items. The company expects to sell a total of 200 product items under the Happy Baht brand by the end of 2009. In terms of pricing Happy Baht will be about 40% less than National brand items due to the fact that Happy Baht will mainly focus on essential items for everyday and every household needs. The main target customers are standard restaurants, SME businesses and middle income housewives.
Happy Baht is available in simple packaging to reduce production costs. Its label comes in three colors — red, green and white which are the colors of Big C that the customers relate to low price. Happy Baht labels’ feature complete details of product standard information including product ingredients, manufacturing date and expiry date. All Happy Baht products are stringently controlled to meet the highest quality standards and comply with all regulatory requirements before they are released into the market. Rigorous investigation will be undertaken into the production facilities, testing, product quality and flavors to ensure that Happy Baht best meets consumer needs and be another brand of choice for house brand customers who are selective regarding product prices and quality.
To mark the new house brand launch, Big C kicked off the Happy Baht promotional campaign that includes special price discounts, product trial booths and sample distribution for consumers to experience the product quality from today onward.
“Big C believes that Happy Baht will receive good customer acceptance as it is the ideal solution for a wide range of customer groups due to its lower prices and high product quality. The Happy Baht launch is expected to increase Big C’s house brand sales by 30%,” concluded Ms Jariya.
Big C Supercenter PCL (BIGC), founded in 1993, is a retail consumer goods trade operator trading under the name of Big C Supercenter. It offers a wide variety of products at the most competitive prices under the slogan “More Than Just Low Prices” to maximize the highest value for customers at its 66 store nationwide. For further information about Big C Supercenter, visit our Web site at www.bigc.co.th.
For further information, please contact:
Supaporn Suthamkosol or Satida Sritunyathorn
Aziam Burson-Marsteller
Tel. 0 2252 9871