Bangkok--1 Jul--Verve
Prantalay Marketing Company Limited, manufacturer and distributor of “Prantalay” frozen seafood products, unveils proactive strategy to gain surging market shares in the second half of this year with the launch of new product “Noodle Bowl” along with increased productions line for ready-to-cook products. Highlighting its alternative food innovation in response to consumers’ convenient and fast lifestyle, the company is confident that its new products will bring 5% market share more for an expected soaring sales of 1.3 billion baht.
Mr. Anurat Khokasai, Chief Marketing Officer and Chief Operation Officer of Prantalay Marketing Co., Ltd., reveals that the company intends to satisfy consumers’ needs in today society with its gradual research and development for new and complete product categories. With the initial ready-to-cook products followed by an active market expansion with ready-to-eat and instant food products along with continuous innovative creation for food industry, the company’s total sales growth in the first half of this year is hence worth more than 600 million baht divided into 4 proportional figures including sales from ready-to-cook frozen seafood products of 210 million baht or 35%, ready-to-eat seafood products of 180 million baht or 30%, Sushi products of 198 million or 33% and Click? products of 12 million baht or 2%. And in the second half of this year, the company anticipates the surging sales of 700 million baht and is confident that it will reach the expected sales growth worth 1.3 billion baht.
Pranlalay’s marketing communication strategy for the passing first half of this year has highlighted the brand’s strength as healthy seafood products under the slogan “Good Health, Good Brain with Prantalay” as a communication tool with consumers as well as the launch of the “Good Health Good Brain with Prantalay Nationwide 2010 Project” to emphasize on the benefits from seafood for health, memory and intelligence with an aim at spreading knowledge and understanding on awareness of the importance of reinforcing “Good Health and Good Brain” through “Tai Khong Thongchai” as a brand icon who creates new brand awareness of “Prantalay” together with brand credibility creation through experiences and ways towards good health and good brain creation by Dr. Thongchai Tavanapong, CEO and Mr. Nirut Sirichanya, a famous actor as a brand ambassador throughout the project. Furthermore, in the first half on this year, the company totally held 3 projects focusing on delivering the ways of good health and good brain to a group of students in Samutsakhon province and giving chances to consume seafood to a group of underprivileged children in Kong Hae village, Mae Rim district, Chiangmai province and a group of elders at Ban Thammapakorn Phoklang Welfare Home for the Elderly in Nakhon Ratchasima. These 3 projects were very successful.
In the second half of this year, “Prantalay” prepares to proactively expand its business by gaining more market share with the newest food innovation for health which will strengthen a variety to product lines to respond more to consumers’ lifestyle along with more frequent promotional campaigns to look for new customers group through road-show activities under the “Prantalay Cooking for Health” Project for targeted companies with talented chefs as guests from “Prantalay” who will join the activities and teach how to cook seafood products. The activities will be held at more than 100 office buildings in Bangkok. Thanks to these activities, the company expects to expand its new customer base of not less than 10%. Furthermore, it projects to market “Noodle Bowl” products more by highlighting its means of the products which contain seasoned meat adding nutritional value into instant noodle products. Beyond this, consumers can store this noodle product at room temperature without a need of freezing them. This is deemed as Prantalay’s food innovation which intentionally responds to urbanites’ lifestyle with more convenience and alternatives.
Mr. Anurat continues that “According to the company’s plan to market “Noodle Click?” by piloting “Stir-fried Baby Clams Meat and Chili Paste Noodle Bowl”, which has been warmly welcome by consumers, has been distributed at 7-11 convenience stores by last December, it’s evident that, during the first 6 month from its launch, this product has brought a profitable sales of 10 million baht. Based on a survey by Kasikorn Research Center, package instant noodle market is considered a Thai food market which has highly grown with a market value of 10 billion baht, and a sole market growth of 3-4%. But, if we consider cup/bowl instant noodle or premium instant noodle market which even has a market value of 900 million baht, it contrarily has a market growth of 30-40%. Anticipating this opportunity of growth and market gap of this product category, Prantalay has developed “Noodle Bowl” product line namely “Prantalay Noodle Bowl” and “Pranprai Noodle Bowl” to come with marketing activities through modern trade distribution channels by adding 2 more flavors including Minced Pork Noodle Bowl and Tom-Yum Noodle Bowl with Mixed Seafood retailing for 35 baht a cup. Their official launch will be held in coming August with the “Try Me” strategy to organize activities to give away 1 million Noodle bowls to consumers to taste at Prantalay’s sales spots at modern trade distribution channels, BTS stations and their communities in order to penetrate into new generation target group so that they can experience the difference between package instant noodle and cup/bowl instant noodle consumption along with public relations strategy projection for this product in press. It’s also expected that, within 2011, this product will bring about a sales of 60 million baht. Moreover, Prantalay will increase its ready-to-cook seafood product line with 4 new products such as Indian Mackerel, Ribbon Fish, Deep-Sea Croaker and Salmon Fillet with skin-on to provide new alternatives healthy seafood products which respond to various needs of consumers.
Furthermore, “Prantalay” will organize promotional campaigns by joining “THAIFEX — World of Food Asia 2010” with its booth setup in order that both Thai and foreign goers will experience the freshness of frozen seafood as well as a variety of innovative products which cover every lifestyle of today consumers. The products will be distributed with special 20-50% discount coupled with “Buy One Get One Free” promotion and extraordinary premium products such as Prantalay Inspiration Frozen Seafood Cookbook, worth THB450 when purchasing THB700 of Prantalay products. The activities will be exclusively highlighted by the launch of 2 innovative seafood products “Prantalay Noodle Bowl” with an official parade of multinational ready-to-cook seafood products. Throughout the 5 days of the event, the company expects, only the last 3 days for general public, an average sales of 100,000 baht a day or a total sales of about 300,000 baht, said Mr. Anurat.
For more information, please contact: Verve
Khun Pornthip Wiriyakitpattana (Bee), T: 02-204-8210
Khun Wongchan Tangsongsak (Chan), T: 02-204-8221