T-Holding plans major push for canned fish
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T-Holding, a wholly owned subsidiary of Thai Union Frozen Products, plans to invest more than Bt500 million in a series of marketing campaigns over the next five years to reposition its Sealect brand of canned fish, starting in the third quarter.
The company believes the aggressive campaign will push the value of the canned-fish market from Bt6.2 billion to Bt10 billion in five years.
Managing director Wichai Iamsangchan said yesterday that the canned-fish market witnessed 7 to 8 per cent growth each year. Growth could reach double digits if players boost local consumption through more frequent marketing activities, as the beverage business has done, particularly makers of green-tea drinks, Wichai said.
Wichai said his company had earmarked at least Bt100 million a year for marketing campaigns and promotions for both traders and consumers over the next five years.
Under the brand repositioning, T-Holding will launch newly designed packages to attract young people and middle-class people living in urban areas. Meanwhile, it will organise cooking demonstrations and workshops featuring canned sardines and mackerel in tomato sauce at points of sale across the country.
“We aim to change our target customers’ perceptions of canned-fish products from that of a food for times of scarcity or emergency to that of a key ingredient in daily dishes and modern-lifestyle cooking,” Wichai said. The company would also focus on innovating new products.
With these marketing efforts, the company expects to seize the No 1 spot from the current canned-fish market leader, Three Lady Cooks, in five years with a share of more than 30 per cent.
The company wants to double domestic sales of Sealect products from Bt1.9 billion to about Bt4 billion. Projected sales growth this year is 15 to 20 per cent.
