Bangkok--22 Jul--Thai Beverage
“Chang Beverage” has taken another major leap in becoming the Official Partner for World Class Sport Tournament, strategically become a truly Sport Platform sponsorship
“Chang Beverage” proved its readiness once again to become another World Class beverage player in the industry, by announcing its expansion into another highly recognized sport platform sponsorship, investing multi million baht as the first Thai Official Beverage Partner for PGA Tour.
This is the first time any Asian beverage company has joined the most exciting and distinguish golf tournament of the world which will land its first appearance in Southeast Asia under the name, “CIMB Asia Pacific Classic” during October 28-31, 2010 and for the next 5 years.
Mr. Matthew Kichohdhan, Senior Vice President, International Business, Thai Beverage Public Company Limited said,
“Chang Beverage” as a premier global brand, we never stop striving for new excitements and experiences for our consumers. We have improved our brand essences along the line with their consumption lifecycles, especially those who are sport enthusiastic. We are aiming to secure a strong brand loyalty among middle and high-end class living both domestically and internationally. Those are the people who have modern lifestyles, substantial income and are quite independent.
We’ve learned for the past few years that numbers of golfers around the world have grown to the point where the number of rounds they’ve played reached 15 billion rounds annually. That is an amazing numbers! And it’s moved up there next to football segment. Therefore, we decided to invest multi million baht to sponsor and conduct marketing exploitation of the first PGA tournament in Southeast Asia under the name CIMB Asia Pacific Classic during 28 -31 October 2010 at The Mines Resort & Golf Club, Malaysia.
Becoming The First Thai Brand that becomes an Official Beverage Partners for the first PGA Tournament in Southeast Asia, reiterates once again how world class brand we have become. And we would like to assure you that, this sponsorship will see at least five year of true commitment from “Chang Beverage” raising golf standard in Asia, particularly in Thailand. The tournament will also be broadcasted live in 34 languages to 200 countries reaching 450 million households around the world enable “Chang Beverage” to create programs relevant to the life styles of our consumers and customers as we build ourselves into a premier global brand.
We also take it very seriously that sponsoring PGA Tour must fulfill our important Sport Platform strategy. Our marketing tool must be simple, yet effective, motivate consumers and customers through participation and perception by:
1. Experience:
Our brand identity exposure through mass media is not sufficient. We need our consumers to be able to have a trial on our product. Therefore, increasing more “contact points” with potential customers is one of our prime objectives.
2. Sport Marketing:
We want to utilize sports marketing that can be a part of consumers’ daily lives even during off seasons such as football or golf.
3. Event Marketing:
Event Marketing has been a key marketing tool for “Chang Beverage” to motivate consumer, especially during low season. We use variety events in order to create knowledge base society, particularly sport enthusiastic, throughout the year, frequently and varietal.
“Chang Beverage” moves to world class golf tournament as a sport platform is therefore, another chapter in a history book for brands in Asia. Our move will increase brand positioning as a truly world class brand.
Thai Beverage Plc, the manufacturer of Chang Beverage, is one of the major beverage companies in Asia and the sponsorship of this world class golf event is in line with the development of our brand, which focuses on internationalization and worldwide export. At present, our products are available in more than 30 countries around the world and we have 7 regional offices in key countries covering Asia, Europe, and North America. The sales of our products have been growing steadily over the past several years.”
Experience the great historical moment of the first PGA TOUR Sanctioned tournament in Southeast Asia, CIMB Asia Pacific Classic, Malaysia which will be held at The Mines Resort & Golf Club, Malaysia from 28 to 31 October, 2010.