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Taokaenoi aims to rock seaweed market with F4

Mar 15. 2019
Ittipat Peeracechapan, CEO of Thai-exchange-listed Taokaenoi Food and Marketing
Ittipat Peeracechapan, CEO of Thai-exchange-listed Taokaenoi Food and Marketing
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By The Nation

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Taokaenoi Food said in a press release on Friday that it plans to spice up the seaweed snack market this summer with its new Asian superstars, F4.

The company said the move is to strengthen the market leadership and raise awareness in its 360-degree marketing scheme including offline and on ground marketing. The first “Taokaenoi x F4 Exclusive Fanmeet” is the kick off to boost the revenue of Big Roll to Bt500 million in three years.

Ittipat Peeracechapan, CEO of Thai-exchange-listed Taokaenoi Food and Marketing, said the overall seaweed snack market in Thailand in 2018 was worth Bt3.032 billion, with a 5.2 per cent growth. The grilled seaweed product was the fastest-growing segment, which had a 24.5 per cent growth. Under the grilled segment, the sales of Big Roll accounted for half of the segment. Contributing a 35 per cent growth to the grilled segment, Big Roll is considered the key role in making the brand grow.

This year, Taokaenoi’s marketing strategy is to build the brand awareness for Big Roll and reaching out to the younger generation, including students and teenagers, with new kimchi flavor. The outstanding Korean taste will be another alternative, adding to the classic and spicy flavors. 

A new touch given to the product is the new box packaging, to make the product stand out from others as well as allow consumers to have fun and enjoy the snack with friends even more.Thanks to its tasty flavour, being a convenient and value-for-month snack, Taokaenoi Big Roll had the highest growth in traditional trade distribution. To reach out to larger group of consumers, the product will be distributed through traditional trade.

A budget of Bt40 million has been allocated for marketing scheme to promote Taokaenoi Big Roll. Asian superstars, F4, which are Dylan Wang, Darren Chen, Leon Leong and Caesar Wu will be the new presenters for the Taokaenoi seaweed. Moreover, the company has planned to invest in the 360-degree which will be online, offline, and on ground.

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