Drink in Trend
Marketeer Magazine (Sep 2008)
Thailand Non Carbonated Drink Market 2008
Market Value (million baht)
Carbonated soft drink
Ready to drink coffee
Ready to drink tea
Source: NC Nelson and beverage companies
Ready to drink tea
In the past 1 to 2 years, ready to drink tea market seem declining. But in the first half of 2008, ready to drink tea market grew 16% in market value and 13% in quantity while the entire beverage market grew 5% only. This is the result of intensive marketing activities in the market.
Consumers perceive that green tea is for health and wellness whereas black tea is for refreshment
Source: Pepsi Co Trading Co., Ltd
Source: T.C. Pharmaceutical. Total market value: Bt. 3,600 million Lipton
Lipton is the market leader of black tea segment (with 80% market share0
In the first half of 2008, Lipton ready to drink tea grew 30%.
Lipton launched Lipton 9 to create an image of Lipton as the expert in tea products. 3-4 years ago, Lipton Wave green tea was not succeed and withdrew from the market.
The selling point of Lipton 9 is new green tea product with 9 kinds of herbs. Asian believe these herbs are good for health.
Thailand is the first market that for Lipton 9
Target group: female aged 20-39 years / with health and beauty conscious.
A Bt20 million marketing budget has injected to build awareness of the new product with product trial road shows for 900,000 consumers, advertising through major media channels and photo contests on www.lipton9.com.
Sermsuk expects Lipton 9 to carve out 4-5% of the green tea market this year
Product price of Lipton 9: can Bt. 14 and PET bottle Bt. 18
Mr. Isaress Sundravorakul, marketing manager of Serm Suk
Ms. Ratchada, non carbonated drink director, Pepsi Co
In order to tap the functional drink trend, Oishi launched green tea product with chlorophyll – substance in green plant which helps to improve body’s blood circulation and increase oxygen level.
Marketing budget for launching Oishi green tea - chlorophyll: Bt. 10 m
Key person: Tan Paskornnatee, managing director
Puriku’s mixed berry flavor not only creates a big success for the brand but also a new trend and category for ready to drink tea market: tea + fruit juice. Even Oishi, the market leader, has to follow and launched Oishi green tea mixed berry flavored at the same size 350 ml.
Puriku fruit white tea is positioned as refreshment drink for teenagers aged 12-17 years instead of functional drink for adult. It is because functional tea drink consumed time to educate consumer; and adult with health conscious prefers drinking water and fruit juice. Moreover, teenagers love the sweet and sour taste of fruit tea.
Other than sell in 500 ml bottle and priced Bt. 20 as other brands, Puriku put its fruit white tea in smaller bottle 350 ml and sells Bt. 12 a bottle. It gets a well response from teenagers whom live in other provinces and has limited pocket money.
Strengthen the brand image by adapting famous duo boy band “Golf , Mike” as presenter
Puriku will launch new flavor every year. Currently Puriku has 4 flavors.
Key person: Suwandee Chaivaroot, marketing manager
Zenya has released two functional green tea products: 1. Zenya light plus fiber (same taste as original flavor but amount of calories reduced by 50%) and 2. Zenya C 100 plus (added 100 mg of vitamin c)
Even functional drink’s market value grow double every year but it is still not very popular in Thailand market because: o
Thais do not accept the product yet. It has to take longer time to...
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