Oishi polishes brand image to lure younger customers
To strengthen its leadership in the highly competitive green-tea market, Oishi Group, a subsidiary of Thai Beverage, is working to upgrade its brand image to attract young customers.
The green-tea market is expected to hit Bt10 billion this year, a 20-per-cent increase from Bt9.8 billion last year, so there is more room to attract new players into the market as well as create tougher competition, Aniruth Mahathorn, vice president for Oishi’s beverage division, said yesterday.
Aniruth said the main focus in the rejuvenation of the Oishi brand would be the introduction of green tea in 320-millilitre cans with a new graphic design. This new package priced at Bt15 will bridge the price gap between Oishi Fruito (fruit-mixed green tea) at Bt12-Bt14 per bottle and 500ml bottles of Oishi tea at Bt20. Customers purchasing green tea in cans should be 15-25 years old. The company will also offer Bt12 UHT (ultra-high-temperature-treated) boxes, priced at Bt10, targeting younger customers.
With the different sizes and packages, the company expects to be well prepared for more competition in the near future.
Marketing director Sutee Thamsitboon said Oishi had budgeted Bt60 million for marketing campaigns to promote canned green tea in four flavours, namely honey lemon, genmai (Japanese rice mixed), original, and kikucha (chrysanthemum mixed). It will also add a new presenter next month.
The company will increase monthly production capacity for the canned-beverage segment from 10 million units currently to 30 million this year to meet rising local demand and for exports.
Sutee said the company expected Bt1 billion revenue from sales of canned green tea this year, while the bottled product would retain its lion’s share of 60 per cent of sales, followed by UHT packages. The remainder will come from Oishi Fruito and Shakuza.
He added that traditional trade remained the key distribution channel, accounting for about 50 per cent. Convenience stores represent 40 per cent.
Meanwhile, the company is budgeting Bt100 million for consumer promotions this summer.
With the new products and a series of promotions, the company expects 25-per-cent year-on-year growth in revenue, maintaining its No 1 market share of more than 50 per cent of the total industry.
