Blue Spice savouring success in Thailand
Blue Spice, a subsidiary of Blue Elephant International Group, is eyeing more penetration in the domestic market after its sales in Thailand rose to 35 per cent of total sales.
The company produces and exports sauces, curry pastes, teas, snacks and other foods to more than 30 countries under the brands Blue Elephant (royal Thai cuisine) and La Porte des Indes (Indian cuisine).
Sukij Ngampanich, Blue Spice sales and marketing manager, said that with domestic sales up to 35 per cent, compared to 20 per cent last year, the company was expanding its marketing and promotions in Thailand in order to exploit the growing demand. Blue Spice marketing activities include cooking shows that target householders and health-conscious consumers.
“In the Thai market, about 90 per cent of our total sales are via malls and supermarkets while the other 10 per cent are through hotels,” said Sukij.
The company wracked up Bt65 million in sales of its grocery-line products in Thailand in 2011. Of that, 35 per cent came from the sale of curry pastes, 30 per cent from sauces and 25 per cent from teas, snacks and others.
“We expect the company’s total sales of grocery-line products to exceed Bt70 million in Thailand this year,” said Sukij.
Though suppliers were planning to increase their prices by 8-12 per cent over the next year, the company would keep its grocery-line prices unchanged until 2013, he added.
Blue Elephant group totalled Bt150 million in sales in 2011 through its restaurants, grocery line and food-service solutions.
