“Drinkologist” to hit sales rise in half-year New product “IF Local Sensation” and new warehouse to double production 1 Billion Baht revenues expected by 2015 as AEC kicks off
Drinkologist Co., Ltd, is poised to extend its fruit juice business in the premium segment with more than 100 million Baht to roll out a new production line “IF Local Sensation Tamarind Juice” to compete in Asia's drinks markets in response to the growing trend of health-conscious consumers. A new warehouse is coming up to welcome the growth from the ASEAN Economic Community. By the first quarter of 2015, the company strongly believes to capture a 30 per cent market share.
Mr. Pongsakorn Pongsak, Chief Executive Officer of Drinkologist Co., Ltd., the producer and distributor of IF Local Sensation Tamarind Juice, said, “The total market value of fruit juice drinks amounts to 12 billion Baht, under which 10 per cent of the market share goes to the Asian drinks market, or an equivalent of 1.2 billion Baht. This reflects the consumer behavior that is shifting to choose herbal drinks for health benefits. Drinkologist has seen the opportunity and adjusted its strategies to serve the trend after succeeding in the launch of premium juice fruit IF Fruitamin in 2013. The company has come up with a new product development, resulting in the new product segment: IF Local Sensation Tamarind Juice. It's based on the idea: “Looking good in the natural way” It's good for the first jobbers who are health-oriented. The new product is available in 350 ml at convenience stores and general stores, priced at 15 Baht apiece. We are assured that “IF Local Sensation” will be an important tool to drive our portfolio of the company. We expect a 30% market share of the sales in the tamarind drinks market for the first year and the new product will account for not less than 10% of the total revenues of the company.
The initial budget of 60 million Baht will be spent on creating brand awareness for “IF Local Sensation” via below-the-line marketing and point of sale promotion to aggressively stimulate the consumption in every aspect. We will hold a series of promotions and offer test drinks as well as using social media and online media channels to reach the target groups in wider audience. Our marketing and communication will be focused on college students and new-generation jobbers aged between 20-40 years old, who are open for new products and who are looking for health products to meet their healthy lifestyle. We are preparing to distribute the product through the channel of convenience stores including Seven Eleven, Family Mart (Convenience Store: CVS) and retailers (Traditional Trade: TT) in a ratio of 60: 40. We expect by early 2015 we will conduct above-the-line marketing and expand the distribution to cover across the country by the first quarter of 2015.
The highlight of “IF Tamarind Local Sensation” is the tamarind accounts for 20 per cent of the components, the largest quantity in the market. Its freshness is preserved right from the fields of tamarind in Phetchabun province, brought to the clean and safe production line with Cold Aseptic Filling technology from France without preservatives and synthetic colors. This comes in a premium herbal juice drink and the value of nutrition is well maintained. It will help stimulate the body's excretory system and nurture skin. The product comes in a bottle, based on careful designed with attention on consumers. The flavor is guaranteed by Khun Reed-Rapeepan Leungaramrat. She gave the product “Best Flavor by Reed” label. This is the first award by Khun Reed to a product in ready-to-drink market, which helps consumers to gain more confidence about the taste together with the quality for health.
"Although the competition in the fruit juice market is very severe, it's necessary to stimulate the market to grow. Consumers are given more choices. The entry of new operators and the development of existing players in the market will help develop the fruit juice products. “IF Tamarind Local Sensation” is an answer. It's for consumers who pay more attention on health and skin care. The new product also strengthens the brand in the country and will make us ready to expand to other countries: Myanmar, Laos, and Cambodia, for example, to support the upcoming AEC in 2015.” he said.
