Thailand: Boon Rawd Brewery looking for ways to push its Singha and Leo brands
Boon Rawd Brewery Co wants more effective ways to push Singha and Leo beer in 2006 to cope with new anti-alcohol measures set by the government, Bangkok post reported on December 1.
Boon Rawd is looking to set a clear marketing strategy for each region to serve different demand rather than launch a campaign for the whole nation following new state restrictions on the industry.
The increased regulations included the tighter rein on the opening hours of entertainment venues, increased restrictions on the sale of alcohol, higher liquor taxes and increased fines and jail terms for drunk driving.
For the campaigns it accomplishes the brewery plans to focus on Leo Beer and Singha out of its brands, which also include Thai Beer and Kloster. Its aim is to keep its customer base in a time of market contraction and achieve its sales target, according to Piti Bhirombhakdi, advertising manager of Boon Rawd Trading Co, its marketing arm.
In 2006, the company hopes to aquire a 47% market share, up from 38%-39% by the end of this year, generated from all four beer brands.This year, sales of Singha grew only 2%, while sales of Leo beer increased 15%, but he declined to reveal further figures. Sales of other brands were flat.
The total sales of Boon Rawd beer are expected at 635 million litres this year.The total beer market currently stands at 82 billion baht. Mr Piti stated market trends in 2006 are uncertain, with sales expected to remain flat or even decline.
Boon Rawd will spend at least 70 million baht for marketing activites for its Leo.
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