Thursday, August 22, 2019

Ichitan Group founder challenges students to market to the world

Jul 22. 2019
Tan Passakornnatee, founder of Ichitan Group
Tan Passakornnatee, founder of Ichitan Group
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By THE NATION

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Ichitan Group founder Tan Passakornnatee shared the beverage company’s marketing legacy with over 1,400 students at Panyapiwat Institute of Management (PIM) in a July 19 “From Local to Global” special lecture.

He traced the history of the Ichitan brand, which has become a market leader and top-of-mind choice for youngsters. One secret to success, he said, was a commitment to creating innovations that bring the best experience and happiness to consumers. He shared his vision and experience through stories about the “Yen Yen” herbal drink that both refreshes consumers and provides them with the benefits of herbs, “Yen Yen Fun” which adds fun to a herbal drink with chewy coconut jelly and “Chew Chew” green-tea drink that also offers coconut jelly.

By offering a unique taste experience, other benefits, and featuring the brand’s “young and fun” characteristics, the three beverage brands have been embraced by young people.

In addition to the product uniqueness, the fact that they are sold nationwide in 7-Eleven convenience stores, which have a highly efficient distribution network, has contributed largely to the company’s success. 

Tan, known for his fighting spirit, aimed to offer the young marketers-to-be advice to prepare them for pursuing their dreams in a world where no boundaries exist. The first-year students were from four faculties – business administration, food business management, logistics and transport business management, and management science.

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