By THE NATION
The company recently introduced two new products in the skincare and health segments, targeting mass consumers in the Thai market. It expects total revenue to reach Bt1 billion this year and is looking to Bt10 billion in total sales through a major expansion of its overseas business, enhancing the P80 brand in the global market.
Prayudh Mahagitsiri, alias "Mr Nescafe", chairman of PM Group and Natural Bev Co Ltd, said: “After having succeeded in Nescafe and various other businesses, we wanted to promote an innovative product that would improve the health of Thai people. Driven by the concept of “Money cannot buy good health,” we were in search for health products with measurable benefits and certified by research.
Subsequently, we discovered the “P80 Natural Essence,” a concentrated longan essence drink clinically tested by Chiang Mai University. The P80 Natural Essence helps heal the body internally , improve sleep quality and reduce blood pressure. We then invested more than Bt2 billion in manufacturing facilities , in accordance with the HACCP, GMP, ISO9000 standards, on a 140 rai site, for the production of health products under the P80 brand . We plan to raise awareness of the brand, through the 360 degree marketing strategy.”
Chalermchai Mahagitsiri, chief executive officer, added: “Nowadays, most consumers are more health - conscious and have switched to drinks that benefit the body. There are many health drinks in the market, but only 3-4 key players. Natural Bev has been distributing “P80 Natural Essence” through modern trade channels for several years. With the launch of Natural Bev Network, we have started our network marketing business (MLM) , to make P80 Natural Essence reachable for Thai consumers nationwide”.
The P80 products distributed through modern trade outlets and network marketing channels, will differ clearly in terms of packaging, design and sizes to avoid confusion among consumers.
Natural Bev also recruited superstar “Nadech Kugimiya” as the barnd's presenter, receiving positive responses in both the modern trade and MLM channels.
Chalermchai added that: “Natural Bev recently organised an event to introduce two new products to MLM members: 1) Skinnic, a beauty product in the skincare segment, targeting mass consumers. aged 30-40 or above, and 2) P80 Boost or “Ready to Drink,” a longan natural extract drink in the health segment, containing various vitamins and ingredients carefully selected from abroad. P80 Boost comes with the concept “Easy to Use, Easy to Grab and Easy to Drink. These two new products cater to the needs of consumers in the mass market . Natural Bev plans to keep rolling out new products".
This year, Natural Bev has kept its focus on digital development and recruiting more new-generation workers. The company aims to raise business builders’ competitiveness by giving employees quick access to technological tools.
At present, Natural Bev’s members account for 30,000 codes, 10,000 of which are active and are categorised as 65 per cent business leaders and 35 per cent consumers.
The marketing plan of the multi-level marketing business allows consumers to transition themselves into independent distributors. They will be able to generate income and build their own business, in addition to the binary payment system that enables them to work more efficiently.
The company believes the strategy of launching new products, and promoting them to consumers in the mass market, will help simulate sales.
Natural Bev plans to expand its MLM business to countries in the Asia Economic Community where modern trade are prevalent, such as China, Laos, Cambodia and United States.
In Thailand, Natural Bev has established business centres in five provinces ( Nakhon Pathom, Nakhon Ratchasima, Chiang Mai, Chonburi and Ayutthaya) to provide members easy access to its products and services, marketing planning and training.