MSN on July 09, 2018, 03:14:31 PM
"Royal Canin" Reveals Business Plan In Order To Accelerate IMC Expecting Double Digit Market Growth A brand leader of health nutritional diet for dogs and cats from cologne country "Royal Canin", celebrates its 50th anniversary. By seeing an opportunity of low accessibility (Calories Conversion) to pet food product in Thailand, the company plans in investing more than 200 millions Thai baht to accelerate the strategy of educating the right knowledge and understanding to dog and cat owners. Together with partners, the plan on increasing distribution channels, gaining more customers and focusing on proactive digital marketing orientation is also included in order to reach 15% growth out of the 1.3 billion thai baht total market value.
Dr. Chadon Suwanarit (D.V.M. Veterinary) , Managing Director of Royal Canin (Thailand) Co., Ltd., a leader of health nutritional diet for dogs and cats under the brand "Royal Canin" from France revealed that the company was established since 1967 by French veterinarian "Jean Cathary" before entering to Thai market in 2005. The emphasizing on outstanding key point, providing all dogs and cats in this world with accessibility to the best nutritional diets from the first to last meals of their lives, makes Royal Canin different from other competitors in the market.
Royal Canin also believes that it doesn't take many years for technology in animal food production to develop or even to resemble each other. However, what cannot be imitated are the concept and inspiration in developing diet for pets by Royal Canin which concerns about 2 key points :1. Knowledge and Respect, to do a research and studying on natural behavior of dogs and cats prior to developing each diet formula.2. Dogs and Cats First. The concept focuses on developing each diet formula to be the most appropriate to the nature of dogs and cats from our research and development team, including scientific innovative diet formulas proven for the outcomes by dogs and cats themselves, as well as keeping up with standard production control worldwide.Dr. Chadon said that the market overview of pet's product in Thailand is around 2.5-2.6 billions baht. The market value of pet food itself is worth more than 1.3 millions baht or the ratio is around 45% of the total value of pet's product market. There are more than 20 brands for both imported and domestic pet food in Thailand and it tends to increase as the rise of pets in past 5 years. In 2017, there are approximately 12 millions cats and dogs in Thailand, 8 millions for dog and 4 millions for cat, therefore the growth of not less than 5% for dog and cat food is expected in 2018, with higher ratio on cat food.
"The growth opportunity for dog and cat food business will keep continuing as a result of the key factor, low accessibility or calories conversion to pet's food in Thai market, around 22.4% for dog food and 46.7% for cat food. The company prepares plan to expand to the market of health nutrition diet for dogs and cats by providing the correct knowledge and understanding to pet owners, as well as to increase distribution channels to customers for continuous growth and to focus on proactive marketing using digital marketing orientation in order to support the growth of the market in the future". On the occasion of Royal Canin's 50th anniversary, the company plans to strengthen on providing good customer relationship management through marketing activities and seeking the channels to suit pet's owner lifestyle with selected quality product to respond the needs of dogs and cats following the concept of Dogs and Cats First. The company also see how important in store development in order to have business competition ability, as well as product know how training for product advisors to have knowledge and understanding to be able to recommend proper product to pet owners correctly and continuously.Dr. Chadon also said that in 2018, the company prepare to initialize over 200 million budget to create brand awareness and the quality of the brand in order to introduce customers to know and to try more of Royal Canin's product. Moreover, Integrated Marketing Communication or IMC will be emphasized by presentation via various social media regularly. The purpose is to educate pet owners to have knowledge and understand on appropriate nutrition and diet for dogs and cats since they are very different from human, and to transform to pet food product instead of self-prepared food. The purpose is to accelerate on company's growth to at least 15%. In the past 5 years, the growth of the company has been more than 20% in average.
The key factors on the continuous growth of dog and cat food market is because the behavior of new generation have changed over social conditions and lifestyle such as slower and lower rate of marriage, lower rate of parenthood, higher single status, more single family living or single living orientation, including the increment of senior society. These are the factors for people to own more dogs or cats and replace them as friends or children. At the same time, pet owners have been more awared on their pet well beings and have more purchasing ability in order to spend more on their pets, Dr.Chadon said.
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