Floods raise Mama sales
Saha Pathanapibul has witnessed a 10-per-cent surge in sales of its Mama instant noodles this month because of rising demand after prolonged floods in many provinces of the country, which leads the company to believe it will achieve its targeted sales of
The company’s total revenue is targeted at Bt24.2 billion this year.
Director Vathit Chokwatana said yesterday that the rise of Mama sales during the past couple of weeks resulted from demand both from individuals who were affected by the floods and from government and private organisations that wanted to donate to flood victims.
“Normally, instant noodles are the most popular food for natural-disaster relief because they are easy and convenient to transport and to cook,” Vathit said.
Meanwhile the company’s instant-noodle business is projected to increase by 10 per cent to Bt9.5 billion in sales this year.
Chalida Tantivejakul, assistant manager for Product Division 2, said that to boost sales in the final quarter of the year, the company had budgeted Bt100 million for a new marketing campaign, “Mama My Favourite”, to promote its top five flavours: minced pork, shrimp tom yam, moo nam tok, pa-lo duck, and rice vermicelli clear soup.
The campaign features a new television commercial using five new presenters from The Star 7 singing contest and marketing activities throughout the country, starting tomorrow and running into next year.
Vathit said the company selected those five flavours for the campaign because they contributed more than 80 per cent of Mama sales.
“Mama now is a leading instant-noodle brand in the market. With this marketing campaign, we hope to see an increase on our current 53-per-cent share of the Bt13.5-billion total market value this year,” he added.
That Bt13.5-billion estimate for the overall instant-noodle market is up by 10 per cent up from last year’s reported Bt12 billion.
Furthermore, Saha Pathanapibul projects Bt24.2 billion in total sales this year, a 10-per-cent rise from Bt22.2 billion in 2010. Of that, Bt150 million will come from new distribution lines for Uni-President’s Unif beverages and Mister Potato crisps.
