Fresh image for Brand's Essence of Chicken
Cerebos (Thailand) has revised its marketing message for its Brand's Essence of Chicken drink products in a bid to cash in on the wellness trend and boost sales.
The company yesterday launched a major corporate social responsibility campaign in cooperation with its affiliates in 10 markets in Asia to mark the 180th anniversary of the famous brand.
Based on an internal survey of 100 consumers in Bangkok, the average consumption rate for Essence of Chicken products is only one bottle a week, with the brand’s reputation is quite negative as many people consider it a product given to sick people to help them recover.
"Our marketing message about Brand’s Essence of Chicken is that it is the product for people in general who want to be healthy. To have better health, people can consume chicken essence every day," said Kotchakorn Kaewsornchai, marketing manager of Cerebos (Thailand).
She said that the company had its strongest penetration |at traditional and modern |retail stores but wanted consumers to increase their consumption.
"We are using Kiatisuk ‘Zico’ Senamuang as our current presenter for Brand’s Essence of Chicken and he has successfully distributed our new marketing message to potential consumers," said Kotchakorn.
She said that Brand’s was the market leader in Thailand’s chicken essence market with a market share of about 90 per cent.
"We have seen a significant rebound of the chicken essence market, worth Bt6 billion in total, in Thailand after it witnessed a slowdown last year and the company recorded only single-digit growth," said Kotchakorn.
She said that the company expected to increase its sales |by a double-digit amount this year.
Kotchakorn said that Cerebos’ operations in the region learnt from their individual successes.
However, all marketing campaigns were localised based on particular consumer lifestyles, which were different in each market.
The new campaign for Cerebos (Thailand) is called "Brand’s 180 Years, Sharing the Happiness and Wellness".
Under the campaign, 180,000 sets of 12 bottles each of Brand’s Chicken of Essence called "Hope in the Bottle" will be available until August, with some of the revenue going to the World Vision Foundation of Thailand.
