Thailand: Thai Beverage Marketing uses multi-brand strategy to position its brews among diversified segments of drinkers

Thai Beverage Marketing is using a "multi-brand" strategy to position its brews among diversified segments of drinkers, its senior brand manager for beer Sorrakrit Lathitham said, according to Thai Press Reports, May 20.

Parent company Thai Beverage is one of Southeast Asia's largest brewers and distillers. The Singapore-listed company has a market capitalisation in excess of US$4 billion (Bt138.4 billion).

Thai Beverage Marketing said the multi-brand strategy would increase Chang's competitiveness in all consumer segments - from young people to first jobbers and trend-setters to established beer drinkers.

"We want to develop the many sub-brands under the Chang umbrella and penetrate all potential segments," Sorrakrit said.

The "premiumisation" strategy will improve Chang's image by highlighting product quality, he said.

"Our aim is to differentiate the characteristics of Chang Draught and Chang Light from Chang Classic," Sorrakrit said.

Chang Draught is aimed at drinkers aged 20 to 35. Chang Light will be promoted among first jobbers in the 24-to-38 age bracket.

Sorrakrit said 6.4-per-cent Chang Classic would be pitched at established beer drinkers aged over 28.

Archa beer will be positioning as the company's "fighting brand" with a competitive price of between Bt28 and Bt30 a bottle. Chang Classic sells between Bt35 and Bt38 a bottle. It contributes almost 80 per cent of Thai Beverage sales.

In the first quarter the company posted a Bt2.87-billion net profit - up 13.2 per cent over the same period last year. Sales rose 11.4 per cent year on year to Bt25.96 billion.

A big contributor to the improved performance is increased beer sales, lower marketing costs and a decrease in interest on debt.
Beer sales growth to 66.4 million litres for the quarter is led by the budget Archa brew.

At the same time the company reduced sales and administration costs by spending less on promotion.

Sorrakrit said younger consumers - and particularly women - liked to drink lighter products such as draught and light beers.

"Young people 20 years and up like light drinks and draught and light beer has become an affordable favourite," he said.

Chang Draught is available at more than 1,000 pubs and entertainment venues frequented by younger consumers.

"We will spend between Bt50 million and Bt60 million on marketing this year, focusing on music and sports and promoting Chang Draught and Light to their target consumers," Sorrakrit said.

One of the highlights will be the "Chang Draught Journey to Glastonbury Festival" campaign aimed at the "hip generation" and described as a "once-in-a-lifetime chance to get to the world's largest outdoor performing-arts event".

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