Bangkok--28 Jan--Verve
“Mitr Phol” Moves Ahead with Innovative Value-Added Product to Reinforce Brand Image with the Launch of “Mitr Phol Syrup” for All Target Groups
Mitr Phol Sugar Corporation Ltd. the producer of sugar for consumption under the brand name “Mitr Phol”, plans to aggressively capture the market with the launch of its latest value-added product “Mitr Phol Syrup” aimed at reinforcing its brand image in the market. Produced from 100% natural sugar cane, the product responses to consumer’s lifestyle and consumption behaviors; both end consumers as well as restaurant business operators. The company plans to roll out efficient distributing channel management, product development that responds to the diverse consumer’s needs and usage including total solution marketing communications plans. The company is confident in achieving its target sale of at least 100 million Baht within 3 to 5 years.
Mr. Kanong Sakpetch, Group Managing Director of Sugar Business, Mitr Phol Group., reveals that currently “Mitr Phol Sugar” holds 35-40% market share from a total market value of 10 billion Baht and aims to increase its share by 5% with its Value Added strategy, focusing on product innovative development in response to the needs of the target group. At present, the family group is smaller in size and requires products that are convenient to use in their daily life.
He added “Within the first quarter of this year, the company intends to emphasize its leading position in the sugar market with the launch of its latest product “Mitr Phol Syrup” to differentiate itself from competitors. The product’s distinctive ingredient is that it is produced from 100% natural sugar cane, giving it a unique natural scent and sweetness with delicious taste for any beverage and food. It has no added preservatives and provides a shelf life of up to 1 year. “Mitr Phol Syrup” is clean, safe and is easy to use and comes in two sizes; 180 ml bottle and 850 ml bag. Our targeted consumers are those who live a trendy lifestyle, who require conveniences when it comes to adding good tasteful flavor to their favorite beverages or menus; and Food and Beverage companies, such as, hotels, coffee shops etc. who be able to use Mitr Phol syrup as an ingredient in their drinks, sweets, bakery products and food”.
Mr. Kanute Niruntasukkarut Vice President, Domestic Marketing of Mitr Phol Sugar Corporation Ltd. further reveals that the company has a target to achieve at least 100 million Baht sales from Mitr Phol syrup within the next 3 to 5 years through the implementation of 3 strategic plans; Efficient distributing channel management including, dealers, retailers — supermarkets as well as modern trade; Product Development that responds to the diverse consumer’s needs and Effective marketing communications plans.
On the side of event marketing promotional program, the aim is to create product awareness, “Mitr Phol Syrup” under the concept “Adding Sweetness… Adding Good Times” has set up a marketing budget of 5-10 million Baht to roll out advertising & public relations campaigns together with sales promotional plans, emphasizing on activities that effectively reach the targeted consumers. To increase their awareness on product’s quality, as well as, providing them with an opportunity for trails, for examples; point of sales promotional activities, product demonstration sessions for business operators and end consumers, distribution of product samples, online marketing communication channel, sales promotional activities for special occasion i.e. Valentines Day — Get Cooking Bear with every purchase of Mitr Phol Syrup for a special price of 89 Baht at Tops Supermarket, Carrefour and The Malls.
Natural sugarcane ‘Mitr Phol Syrup’ 180 ml bottle is now available at leading supermarkets for 29 Baht a bottle and comes in a pack of four for only 100 Baht at Makro. Mitr Phol Syrup 850 ml bag will be available by the end of February 2010.
Thailand’s sugar market total value for the year 2009 was approximately 40 billion Baht, which includes sugar for industrial use with an approximate market value of 30 billion Baht or 75% of the total market value while the remainder 10 billion Baht belonged to sugar for consumption or 25% of the total market value. The sugar market average annual growth is approximately 3% and is expected to increase more than 3% this year, this is derived from an increase in the world’s sugar demand.
“Mitr Phol Syrup” produced from natural sugarcane - Adding sweetness…Adding good times.
For more information, please contact Verve
Prasit Kritsadaaruyachon (Bob), Tel: 0-2204-8216
Suphaporn Gammayee (Phai), Tel: 0-2204-8553