RS announces 2018 strategies, aims for Bt5.3 billion in revenues

RS chief executive Surachai Chetchotisak said this week its health-and-beauty business was doing better than its media business, and Life Star is using a “Product Champion” strategy to highlight the best products.
Channel 8 will proceed with a “Primetime Focus” strategy, attracting viewers in primetime with premier Thai and overseas content. 
In music the strategy is called “Artist Centric” and a new logo for R Siam is to be unveiled on Friday (December 1). Music marketing would continue to be the focus, Surachai said.
Surachai expressed confidence in the government’s forecast that the Thai economy in 2018 will grow thanks to several supporting factors, such as government investment in mega-projects, expansion in in tourism and exports, and stimulus strategies such as the “Shopping for the Nation” campaign. 
Meanwhile, the political situation is now steady, resulting in higher purchasing power. Advertising is picking up. 
“For 2018, RS has carefully crafted its strategies and expects that its performance will improve significantly,” Surachai said.
The company will tackle new business opportunities based on its existing flagship businesses such as Life Star, Channel 8, Cool, music and satellite TV. 
“RS believes that 2018 will be an exciting and challenging year, with many turning points for the company, thanks to its health and beauty business’ record-breaking growth. It reaches a new high every month, with a higher margin than competitors.” 
Total revenue for 2018 is expected to reach Bt5.3 billion, the highest in the company’s history. Of that, 47 per cent will be from health and beauty, 46 per cent from media, 5 per cent from music and 2 per cent from events.
Life Star, its health and beauty business, expects to earn Bt2.5 billion thanks to its Product Champion strategy. There are three core brands – Magique skincare, Revive hair care and the Som food supplement. 
“More than 30 new products will be released, in addition to existing 37 products,” Surachai said.
“To kick-start 2018, new products will be launched, such as Magique Youthful Radiance Detoxifying Instant Glow, Magique Youthful Radiance Superior Overnight Repair, Lingzhi Plus Shiitake, Me More food supplement, and Glodivas food supplement. 
“Many new partners are joining to distribute their products through www.shop1781.com and @Shop1781 on Line Shop, thanks to its effective customer-base management. Currently, it has more than 700,000 customers, and is expected to reach 1.5 million next year.”
Channel 8 expects to generate Bt2 billion thanks to its focus on the “After 6 am/pm” time slots, promoting its news programmes with the motto “Easy words, easy to watch, easy to understand”. 
Its boxing programs, both Thai and international, will attract sport fans, while Bollywood series “Wallop Maharaja” and “Legend of Ganesha” will be added to its list. 
More than 10 new dramas are lined up, featuring magnetic actors and actresses. A new show, “Game Riang Ber”, offers families a chance to win Bt1 million every day. 
The company is planning to increase its advertising rate by 45 per cent effective from January. Marketing activities will be organised to add liveliness, and the channel will actively broaden its viewership using online platforms such as Facebook Live. It will also sell copyright licences for its dramas to neighbouring countries.
Its music business is the first in Thailand to adapt before anyone else and has done exceedingly well, as proven by its steady income and strong profits. Since music is its upstream business which supports other businesses, the company does not have a policy to stop. It aims to generate Bt250 million from its Artist Centric strategy with Music with No Boundaries concept. It will offer a wide array of genres, not just lookthung. A new logo is being launched for R Siam on December 1. Meanwhile, it will use its artists as content to increase its efficiency in revenue generation, using appearances, concerts, presentership, and roles in films and dramas. It will also generate income from streaming and downloading, as well as music licenses. Over 40 new singles are being released next year.
In its music business, Cool Fahrenheit will implement Digital Transformation strategy to expand its online base, targeting Gen C audience age between 20-44 years. This group of listeners are always online. After transforming itself from a radio station to an audio station with a growing audience base both on air and online, it has organized a series of events throughout the year to offer better value to its advertisers. Its signature events include COOL OUTING which has been held quarterly for 13 years, Ink EAT ALL AROUND, and new lifestyle events such as Sport Event and COOL Degree Beyond Rewards through which the audience can earn rewards and redeem cool prizes.