ThaiBev plans Bt1.7bn Chang promotion

Of the total budget, Bt300 million will be used this month and Bt1.4 billion next year.
The campaigns are aimed at the young generation of customers.
Matthew Kichodhan, senior vice president for international business, said yesterday that the company wanted to create a unique brand identity with the “Live Life Like You Mean It” slogan, which would be introduced first in Thailand and in the global market soon.
The company has studied consumers in key markets and found that the attitudes of today’s youth differ from previous generations. They are tech-savvy and globally attuned, have much self-confidence, enjoy greater freedom and like engaging through social networks among friends and peer groups.
Sorrakit Lathitham, marketing manager at ThaiBev Marketing, said a series of activities were planned involving sports and music. They would be in line with its integrated communication strategy including television commercials in broadcast media and adverts in print, out-of-home, and online and via social media.
“The campaign will appeal to the attitudes of the new generation and help promote positive attitudes among the youth of Thai society,” he said. The marketing initiative will also focus on iconic, in-style and inspirational concepts.
In the first nine months, the company saw a rise in sales volume in some products. For example, spirits surged 7.7 per cent to 393 million litres, Oishi green tea increased 11.9 per cent to 184 million litres, bottled water jumped 65.4 per cent to 119 million litres, bottled soft drinks rose 24.8 per cent to 24 million litres and energy drinks climbed 1.4 per cent.
But beer was the only beverage that faced a drop – by 11.2 per cent to 432 million litres from 487 million litres in the same period last year.
International operations continued to grow with sales increasing 21 per cent in the first nine months due to aggressive marketing efforts. For instance, its business in the Asean region, which was driven by Chang Beer, witnessed more than 31-per-cent growth in sales. Its Scotch-whisky sales surged 22 per cent in the United States and 15 per cent in China.
However, the company’s net profit sagged 11 per cent.