AJE plans boost to network
Producer seeks further growth in region after impressive Thai sales
AJE Group, the producer and distributor of Big Cola soft drink, will focus on strengthening its distribution network in Thailand and neighbouring countries such as Laos and Cambodia this year.
“The group will use manufacturing hubs in Thailand and Vietnam to export to neighbouring countries this year, as we want to grow in this region,” Jorge Lopez Doriga, the group’s chief executive officer, said yesterday.
Doriga added that the company hopes to see further growth in this region in the near future after entering four key markets: India, Vietnam, Indonesia and Thailand.
“In the first four months, AJE Thai enjoyed 40 per cent year-on-year growth in sales of Big Cola carbonated beverage. With this result, Thailand became the group’s No 1 market in terms of growth rate and sales of this product, ahead of Brazil,” Doriga added.
Meanwhile, Vittaya Limpiwattanaporn, marketing manager at AJE Big Cola Thailand, said the company also planned to strengthen its domestic distribution network of both modern and traditional traders.
In Bangkok, the company wants to penetrate 70 per cent of traditional trade channels, up from 60 per cent now, while convenience stores will remain at 80 per cent. Upcountry, it wants to penetrate 90 per cent of total traditional trade channels, up from 70 per cent now.
Though the minimum daily wage has increased, the company has no plan to raise prices. It is also focusing on a pricing strategy at convenience stores. The company set a competitive price of Bt10 per 360-millilitre bottled of carbonated drink, while its rivals offer Bt10 per 250ml bottle.
To cash in on the rapid change in demand from the new generation, AJE Group earmarked Bt500 million to launch its new brand image with a series of marketing activities and advertising campaigns through Asia this year.
“Today, Big Cola is taking part in a giant step forward, strengthening its position as one of the fastest-growing global brands in our category. Our goal is to become the No 1 carbonated drink in Thailand, said Doriga.
Under the company’s vision, Doriga added that his company aimed to be among the top 10 multinational companies in the world by 2020.
Meanwhile, Vittaya believes these campaigns will boost the Kingdom’s Bt40-billion carbonated drink market this year, and drive the company’s market share to 20 per cent of the domestic off-premises segment by the end of this year, up from 12 per cent now. The company targets at least 40 per cent growth this year.
