18 October, 2005

Thailand: Asahi brewery starts a 3.7 mln US$ campaign to reposition its brand

Asahi brewery starts a 150-million-baht (about 3.7 mln US$) campaign in order to reposition its brand in Thailand and seeking to lift sales to one billion baht in 2006 and get more than a 10% share of the imported bottled beer market. Moreover, Asahi expected to create a stronger brand image among its target customers, said Kanchit Singsuwan, general manager of B&A Distribution Co, The Bankog Post announced on October 14.

The ''Forget the Line'' campaign will use television, radio, print, outdoor media and point-of-sale promotions, and will put a strong emphasis on event marketing. Activities will be held in Bangkok and other big centres such as Pattaya, Chiang Mai, Khon Kaen and Phuket.

Asahi expects 370 million baht in sales this year. In the first nine months, it reported sales of 300 million baht compared with 180 million year-on-year. Silver, as seen on Asahi beer cans, would be used the dominant colour in the campaign, and the company hopes that customers will begin to associate the colour with the beer.

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