Thursday January 28, 2010 11:05 —PRESS RELEASE LOCAL
“Prantalay” Steps into Its 7th Year by Writing a New Page of History Launching the Brand Icon “Tai Gong Thongchai” With Opening of the Year’s Highlight Project: “Good Health, Good Brain Nationwide With Prantalay in 2010”
Prantalay Marketing Co., Ltd., the leader in frozen seafood innovations under the brand “Prantalay”, launches the company’s “Brand Icon” featuring “Tai Gong Thongchai” who will be leading the campaign to bring about good health and good brain to consumers across Thailand in the year’s highlight project: “Good Health, Good Brain Nationwide with Prantalay in 2010” inaugurated in Samut Sakhon Province.
Dr. Thongchai Tavanapong, Chief Executive Officer of Prantalay Marketing Co., Ltd., the leader in frozen seafood innovations under the brand “Prantalay”, reveals that: “Over the past 7 years of our business operation, “Prantalay” has dedicated itself to inspire Thai people to choose a healthier diet in their everyday consumption through the introduction of innovative seafood products to the Thai market, focusing on cleanness and food safety. The company also strives in our research and development missions to continue creating new product lines that cater to the needs of modern consumers, including product categories such as Ready-to-Cook, Ready-to-Eat, as well as an assortment of different-grade Japanese Sushi to meet the demands of consumers at all levels. This is our promise to leverage the living quality and well-being of all Thai consumers.”
Recently, “Prantalay” has launched a new mission with the title “Good Health, Good Brain Nationwide with Prantalay in 2010” — emphasizing the health benefits that seafood provides for the human body in terms of overall well-being, enhanced memory and smartness. The project aims to build knowledge and understanding towards the importance of enhancing “Good Health and Good Brain” using “Tai Gong Thongchai” Dr. Thongchai (a former Chinese junk captain) — the new Brand Icon to represent the core concept of communications for “Prantalay’s” new image, along with building the trust of the company through a story-telling technique that reflects the personal experience of the CEO to create good health, good brain and wellness for life. The campaign will be led by Dr. Thongchai as the Brand Ambassador throughout its course.
Through Dr. Thongchai’s extensive experience as a fishing junk captain or the “Tai Gong” of 15 years, he has accumulated comprehensive knowledge about seafood; from best sources of the products, catching methods, storage and inventory, to new innovations to preserve the freshness of quality for consumers’ healthy alternative. A personal fan of seafood since he was a little boy, Dr. Thongchai promotes the value of the seafood products for their health-consciousness value, high in nutrition especially Omega3 fatty acid that help prevent cardiovascular diseases, blood clots and nourishes the brain system. His family members have also been consumers of seafood, “My main diet today is seafood. Particularly, we have become more familiar with Japanese tradition and about 80 to 90% of the Japanese population consumes seafood in their regular diet. We admire Japanese people for their longevity on average compared to the rest of the world. At present, there are almost 20% of senior Japanese people who are above 60 years of age, but less than 10% of Thai people. This highlights that the consumption of seafood certainly delivers health benefits to our body. We have perceived this fact and everyone in my family enjoys our seafood products, at least one meal each day of the week. We also change the variety of seafood, not just sticking to one kind of meat in order to receive all nutritional values and to boost our healthiness,” says Dr. Thongchai.
The details of the new mission: “Good Health, Good Brain Nationwide with Prantalay in 2010” include the roll-out of a CSR Program centering around building opportunities for good health and good brain to underprivileged children in all parts of Thailand, especially needy children in the rural areas of the North who suffer from malnutrition, which affects their physical and neurological development. Apart from this, the program also targets to senior citizens who are residents of elderly homes in North-Eastern Thailand and in need of healthy food in order to enhance their body’s fitness and well-being, as well as to boost their immune system to protect against diseases often occurring in older people; for instance, blood clots, cardiovascular diseases, Alzheimer’s disease, etc. Several research findings state that the Omega3 fatty acid plays an important part in preventing related diseases of Alzheimer’s. Furthermore, Prantalay will commission a mobile caravan called “Good Health, Good Brain” equipped with a medical team and professional nutritionists to give on-site advice and perform medical check-ups. As a bonus to the program, Prantalay will deliver regular support by sending seafood to each participating area all year round. For this year’s first quarter, the company will start sending support to Somrudee School in Samut Sakhon Province in January, then to Baan Gong Hae School in Mae Rim District of Chiangmai Province in March, followed by Baan Thampakorn Bho-klang Charitable Elderly Home in Muang District of Nakhon Ratchasrima Province in April. The rest of support is to be rolled out partially through the next quarters of this year.
Mr. Anurat Khokasai, Chief Marketing Officer and Chief Operation Officer of Prantalay Marketing Co., Ltd., the leader in frozen seafood innovations under the brand “Prantalay”, discloses: “The business performance of the company at the end of December 2009 totaled sales of over Bt.1.1 billion, a 10% increase that met the company’s target and a continuation of the growth over the course of 7-year business operation. Prantalay has built a new strategic plan to increase recognition among consumers to build brand acceptance and try the products more. For 2010, the company has set a sales target of Bt.1.3 billion, an increase of almost 20%.
Mr. Anurat continues: “Prantalay’s marketing strategy for 2010 still focuses significantly on the company’s leadership in new seafood innovations for our Ready-to-Cook and Ready-to-Eat products. Alongside the business focus, the health benefits from seafood are highlighted as always to create a clear consumers’ perception. Moreover, the company has allocated a budget of Bt.20 million to conduct the “Good Health, Good Brain with Prantalay nationwide 2010” project. With business elements and our excellent strategic implementation this year, I believe that ‘Prantalay’ will once again generate sales of more than the targeted Bt.1.3 billion.”