Dairy Plus is the market leader of Premium Soy milk, spends 120 million Baht
to reinforces the unique selling point “DNA Black Sesame” High in anti-oxidants, secret for younger looking without change.
Dutch Mill Group
Dairy Plus Company Co., Ltd. affiliates of Dutch Mill Group the manufacturer and distributor for No 1 of ready to drink dairy products, response to trend of health conscious consumers. Reinforce strength of “DNA Black Sesame, high in anti-oxidants, secret for younger looking without change” with the hottest brand ambassador “Araya Alberta Hargate” penetrate the market of new working women group who pay attention for health care and youthfulness to always look great. To spends 120 million baht for marketing activities to stimulate the market by the end of year. Ensure able to maintain the 2nd rank market share certainly.
Khun Supachmanee Sriwalee, Marketing Director of Dutch Mill Co., Ltd. revealed that the healthy drink market in Thailand is likely to grow steadily because consumers are turning to care their own health even more. Drinking behavior of healthy drinks can be extended to various groups quickly to cause of the total market value of ready to drink dairy products in Thailand in 2012 (including all products both of cow’s milk, soy milk, drinking yogurt, tonic food drink milk both UHT and pasteurized format) is worth 49,000 million Baht. Growth of 13.4% in order that “DNA” as the market leader in value-added soy milk which consists of DNA Black Sesame and DNAGABA mixed Japanese rice germ can capture market share of 23%.
The Company continues to make full marketing, focus on creating broad awareness to consumers through advertising and the media both of Above the Line to reinforce the strength by specific formula of DNA Black Sesame advanced formula with high ant-ioxidants as 6 tomatoes to remain youthfulness and Below the Line that will aim to stimulate and educate the anti-oxidant through activities during festivals such as New Year Festival and Roadshow events to penetrate the market of new working women group. To create a product tasting and encourage consumers to take
care the youthfulness even more. By this year spends marketing budget total of 120 million Baht for advertising of DNA Black Sesame that broadcast continuously until the end of the year, along with in-store promotional activities. To stimulate the consumption of health conscious consumers especially during the New Year Festival which is return the profits to customers.
Moreover, there is organized events and activities “Check the youthfulness with DNA Black Sesame” to encourage consumers to aware of importance of anti-oxidants to help maintain youthfulness and realize the importance of taking care of the youthfulness with anti-oxidants from black sesameas it is essential for the new generation. As the special event that was held to encourage the new generation to take care every part for total youthfulness along with indept secret for youthfulness looking with the science of anti-oxidants from black sesame. By has the actress “Chompoo Araya A. Hargate” joins to prove science of anti-oxidant from black sesame with 5 youthfulness checking stations that attendees will be checked youthfulness from head to toe and receive the result and advice from the expert physician directly.
Feedback from consumers after the debut with film advertising that has the actress “Chompoo Araya A. Hargate” as presenter help increase DNA Black Sesame market share in September 2012 by 2% from 12.5% to 14.5% which made the market share of total DNA up to the second ranking (1st ranking is Lactasoy 55%, 2nd ranking is DNA 23%, 3rd ranking is Vitamilk 21% the data from Nielsen in September 2012). This will be a good base for business expansion next year, the Marketing Director of Dutch Mill Co., Ltd. concluded.
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Kanokrat and Friends Co., Ltd. (PR Consultancy firm)
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Ms. Kanokrat Viranuvatti E-mail: Kanokrat@kanokratpr.com