Green tea giant Oishi eyes deeper penetration of new market segment

The launch of the returnable bottle came after its parent company acquired Serm Suk, a leading local logistics firm for beverage products.
Oishi has announced a major partnership with Serm Suk as an integral part of the expansion of its distribution network, which covers over 200,000 traditional retail shops and eatery outlets throughout the Kingdom, to increase its penetration of the new returnable-bottle segment to eateries and retail stores nationwide.
Sales are expected to surpass Bt1 billion.
Serm Suk is also a local bottler and licensed distributor of Pepsi-Cola products.
However, its deal with US-based soft-drink giant will expire in November.
Three leading actors – Nadech, Mark and Ken – have been named the presenters for new Oishi commercials to kick off the returnable-bottle “Hero’s Drink”, a new beverage choice meant to be an ideal match for any kind of food for only Bt12 for a 400-millilitre bottle.
Matthew Kichodhan, president of Oishi Group, said: “Our vision at Oishi is to be the market leader in creating a Japanese-style food and beverage business, to provide a good-quality lifestyle for the new generation. As market leader, we aim to grow the category through a cradle-to-grave strategy, so we have to stay ahead with products that cover every target group and occasion.”
He noted that Oishi was the first to offer ready-to-drink green tea in returnable bottles.
Serm Suk joins with Oishi to address its second business pillar: expanding its line of non-carbonated drinks.
 “The collaboration between Serm Suk and Oishi marks another major step to broaden our line of non-carbonated drinks in a tangible manner as part of our new business direction,” said Dhitivute Bulsook, president of Serm Suk. “We see the highest growth potential for the green-tea market.
“The launch of Oishi in returnable bottles will elevate and strengthen our business partnership with Oishi, from being only the distributor for more than 10 years to becoming the bottler of Oishi green tea in returnable bottles.
“This marks a unique partnership between Serm Suk, which has been the No 1 player in the Thai beverage market and has operated a solid distribution network for more than 59 years, and Oishi, Thailand’s market leader in green tea.

IDEAL MATCH
“Oishi’s is an innovative returnable bottle that is the ideal match for consumer demands in eateries and retail shops. These are solid distribution channels that have been a key focus for Serm Suk, which has expended our distribution network to cover eateries and retail shops nationwide. We expect to achieve sales of Bt1 billion by 2013,” Dhitivute said.
“Given the leadership abilities and readiness of Serm Suk and Oishi, we believe that opening a new |marketing opportunity with the launch of new products such as Oishi green tea in returnable bottles will allow Serm Suk to fulfil happiness for consumers on more diverse occasions while driving the company to be Thailand’s ‘Quality Product Producer and Distributor’ and making Oishi the market leader in all green-tea market segments via all channels,” he added.