Est achieves Bt4 bn sales in first 6 months
Sermsuk's est brand has achieved sales of Bt4 billion in just six months since its launch into the Thai market.
The company attributes this success to the full-range est carbonated-soft-drink (CSD) line backed by compelling marketing campaigns, a strong sales network and a hot season that arrived earlier than normal and is expected to be here for a very long period.
Thai consumers can expect more campaigns as est aims to hit its target for first-year sales.
“It’s clear that est has received the cool-‘est’ consumer acceptance, driving it to be the carbonated soft drink brand to enjoy sales of over four billion baht by May of this year,” said Dhitivute Bulsook, president of Sermsuk.
“This success can be attributed to the great taste admired by Thai consumers, est’s full-range CSD portfolio of flavours including cola, orange, strawberry, cream soda and lemon lime, being a new beverage that has quickly captured the hearts of Thai teens, and campaigns such as a lucky draw to win diamond-studded iPhone cases that excited Thai consumers with a massive number of caps and crowns being sent in.” The hot weather was another key contributor to this achievement in sales, the company says.
Other drivers included major partners such as retail and food stores that ensure the nationwide availability of est and comprehensive marketing-communication activities.
The company also cited popular packaging formats such as the est Mini in a 250-millilitre can for Bt10, available in retail stores, and returnable glass bottles that are popular in food outlets.
“We express our great appreciation to our retail partners, customers, and consumers who have given us overwhelming support, putting est among the top CSD brands chosen by consumers this summer,” Dhitivute said.
“To continue building momentum, we will soon launch an attractive new marketing campaign.
“I believe that we can push est sales to reach their first-year sales target of Bt8 billion,” concluded the company president.
