Crystal posts record sales volume in March

Sermsuk, the producer of Crystal, is committed to taking the leadership position in the Thai drinking-water market with its latest summer campaign, which emphasises the brand’s excellence in bottling hygienic drinking water that meets the highest international standards, and the company’s proactive digital-media marketing campaign that encourages consumers to “look great from within by drinking clean and safe water”.
These campaigns run alongside the “Think of Owning a New Car, Drink Crystal” marketing campaign, which offers consumers a chance to win a new Honda HR-V.
Dhitivute Bulsook, president of Sermsuk, said: “Crystal-brand drinking water has enjoyed a positive response from health-conscious consumers, who are very discerning when it comes to choosing high-quality drinking water, with average sales growth of around 20 per cent for the past three consecutive years.
“In 2014, Crystal’s market share reached 17.5 per cent, a 2-per-cent increase over 2013. This was the result of Crystal’s growth in every sales channel.
“In March, we had phenomenal sales growth, 20 per cent greater than the same period last year. This was the highest monthly sales volume for Crystal in the 21 years since it was first introduced in Thailand. Crystal’s growth exceeded that of the entire Bt27-billion drinking-water market, which only saw 7-per-cent growth.
“This achievement proves Crystal’s potential as a leading brand of drinking water, while our business continues to grow sustainably, thanks to effective marketing campaigns that gained consumer trust by educating them about the difference in good-quality drinking water such as Crystal through ongoing sales and promotional initiatives.
“Our quality is well proven by the quality awards we received from the Food and Drug Administration for three consecutive years (2012-2014) and certification from the National Science Foundation in the United States,” he said.
This summer, Crystal aims to outshine other brands with its latest TV commercial titled “Gift”, which is now airing and features new Crystal presenter Tua-Nattapol Wiriyachai, a rugby player from Thammasat University.
He is inviting everyone to great prizes as part of the “Think of Owning a New Car, Drink Crystal” promotional campaign. Prizes include two new Honda HR-Vs and 105 50-satang gold pendants, worth a total of more than Bt3 million. The campaign runs until June 30.
There is also a new “Be Gorgeous, Be Crystal” marketing activity, which offers tips on how to look good on social networks, starting with high-quality drinking water that meets international standards, which is “a best-kept beauty secret”, together with several other techniques.
Many Internet idols and celebrities are joining in this activity.
“We are positive that Crystal drinking water’s excellent quality and marketing campaign, including promotional and sales activities, will catapult Crystal into the lead in the drinking-water market and help us achieve our ambitious growth target set for 2015,” Dhitivute said.