Bangkok--14 May--DC Consultants and Marketing Communications
Average monthly sales of Thai Ha instant vermicelli products posted strong growth from January onwards this year. Sales rose by 30 per cent compared to last year after Thai Ha launched its new spicy seafood flavour and appointed two new distributors while continuously organizing marketing activities.
Mr. Somroek Tangpiroonthum, Chief Executive Officer and Managing Director of Thai Ha, said that despite the economic slowdown, recent average monthly sales of instant vermicelli showed positive growth. He attributed this to the launch in February of the new spicy seafood flavour which met modern consumers’ preference for healthy, low-fat food.
In addition, the company spent 10 million baht on TV commericials to increase product recognition.
In order to extend its sales channel, Thai Ha appointed two more new distributors in addition to the existing Mass Marketing and Cheer Trading. They are Red Bull Beverage affiliate Durbell, which has 80,000 shops in its network, and Premier Marketing with 18,000 shops nationwide.
The launch of continuous marketing activities, which included promotional campaigns and product demonstration kiosks through traditional and modern trade, also helped to drive overall sales of instant vermicelli products.
Thai Ha’s Kaset brand is now a leading player in the 350-million baht instant vermicelli market, with a 23 per cent market share.
Kaset brand instant rice porridge products have also received a good response from consumers since their launch two years ago. Rice porridge products grew by 60 per cent from last year, attaining a share of 11 per cent in the 800-million baht market.
Here, too, the main factors in Thai Ha’s success were the extension of its distribution channel and its marketing activities.
The focus of Thai Ha’s marketing strategies later in the year will continue to be on organizing activities including product demonstration kiosks and road shows in business and school areas.
At the same time, the company while continue to launch promotional campaigns through modern trade in supermarkets, hypermarkets and convenience stores, and in traditional shops with the cooperation of distribution agencies. The company also plans to launch a new rice soup with pork and shrimp soon, as well as another new product by the second quarter.
Thai Ha intends to advance more into the teenager and student market by hosting activities at universities.
Mr. Somroek said that in its investment budget this year, Thai Ha would spend 45 million baht on increasing its production capacity for rice by 30 per cent, vermicelli by 30 per cent and instant rice porridge by 60 per cent.
The company expects this year’s revenue to reach 2,400 million baht, an increase of 15 per cent, by the end of the year.
For more information, please contact:
DC Consultants and Marketing Communications Co., Ltd.
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