Mitr Phol revamps image, goes for regional leadership

Krisda Monthienvichienchai, president and chief executive officer, disclosed the rationale for the revamp of the group’s corporate image: “Mitr Phol’s business started from the sugar industry by successfully making its first brand, Mitr Phol Sugar, a domestic household name, which has also been recognised internationally.
“After Mitr Phol expanded into the renewable-energy business, we thought the company’s food brand should be separated from its non-food business so that customers would not be confused, because each business unit served a different group of customers. After a while, however, the company realised that regardless of the title, the public and customers still preferred to call us ‘Mitr Phol’, which is proof of customers’ trust in the Mitr Phol brand that has existed for more than 55 years.
“Therefore, the revamp of our corporate image is a mission to restructure the business organisation and modernise the names of the company’s business units and their logos to reflect the overall identity and brand image of Mitr Phol,” he said.
“In addition, the restructuring effort reflects Mitr Phol Group’s determination and business development, which focus not only on being a leading producer and exporter of sugar in Thailand, but also on using our expertise to expand into the renewable-energy business to produce biomass and ethanol, as well as particleboard, according to the company’s vision: to become the most widely known company in the sugar and bio-energy industries by applying innovative technologies and enhancing our management talent.
“The company’s operation will contribute to the sustainability of farmers and strengthen the foundation for Thailand’s economic development in the future,” Krisda added.
“As Thailand will become fully integrated into the Asean Economic Community in 2015, Mitr Phol Group realises the importance of re-energising the group’s corporate image to create brand unity to synergise the business-development goal with a unified determination. This clear vision will affirm the potential of business operations and enhance confidence in the company’s effort to step into the battlefields both in the Asean and global levels.”
The modernisation of Mitr Phol’s corporate image under the “global quality with sustainability” concept categorises the group’s business units into five groups: Mitr Phol Plantation, Mitr Phol Sugar, Mitr Phol RenewEnergy, Particle Board (Panel Plus) and Mitr Phol Investment.