CP Sausage breaks into the teenage market with the launch of Thailand’s first-ever “Online Sit-comedy” highlighting

Business Press Releases Monday March 21, 2011 17:05
Bangkok--21 Mar--Verve
CP Sausage breaks into the teenage market with the launch of Thailand’s first-ever “Online Sit-comedy” highlighting CP Sausage as “Tasty Sausage for Any Lifestyle”

CP Sausage, “Tasty Sausage for Any Lifestyle” by Charoen Pokphand Foods PCL., continues to lead the sausage market by utilizing integrated communication strategy to establish a strong connection with consumers. The company is investing more than a 100-million-baht marketing budget to launch the new campaign ‘Tasty Sausage for Any Lifestyle’, together with Thailand’s first-ever Online Sit-comedy, ‘Sausage Mansion’ to provide entertainment for consumers and enabling them to understand more about the brand’s personality. With an aim to uplift brand image and make the brand relevant to consumers: the center of the campaign is built around ‘online entertainment’ through www.SausageMansion.com. This coming from CP Sausage brand, who enjoys 20% sales growth.

Mr. Suphat Sritanatorn, Senior Vice President of Marketing, Charoen Pokphand Foods PCL., CP Sausage, “Tasty Sausage for Any Lifestyle” manufacturer and distributor, reveals that “The competitive nature of the sausage and ham market is usually based on new product launches, product quality, production innovation as well as promotional activities. “Sausage and Ham” market has grown approximately 10% year on year, based on the overall market value of about 34 billion baht of which CP Sausage holds about 25% share resulting from its robust brand building activities. Last year we launched “Snacks taken seriously” emphasizing on the serious commitment we make to produce high quality sausage snack. The company has also launched innovative products such as Bologna Cheese and Mini Cocktail Spicy which have proven popular amongst consumers. As such, CP Sausage manages to become one of the top brands chosen by consumers.”

This year, “CP Sausage” continues push the limits through a variety of integrated marketing activities. Its new campaign “Tasty Sausage for Any Lifestyle” reflect product characters which respond well to various consumer needs of any lifestyle and consumption behaviors through a wide range of great quality sausage tastes and shapes. The company has planned communications and public relations strategies to be executed through new TV commercial, press advertisements, out of home (OOH) and not to mention digital media, which is the center of this year’s campaign – for instance.”

Mr. Suphat continues that “CP Sausage spends a marketing budget of more than 100 million baht to create Thailand’s first ever sit-comedy titled “Sausage Mansion” which is broadcasted exclusively on www.SausageMansion.com to provide entertainment for consumers and add a meaningful content which ties in perfectly with the campaign idea. The online sit-comedy will feature 16 episodes of fun where an unlikely group of people come together to live under the same roof. It is available for free viewing, and users can share content with friends through social networks such as Facebook and Twitter, and emails. There are characters’ blogs which allow the characters to update the story progress further outside the vdo clips, where fans can interact with the characters. The website also provides activities where audiences can participate to win various prizes.

CP Sausage stresses strongly on product innovation to cater to the lifestyle and needs changes. It is rich source of protein from high quality chicken and pork meat from world-class CP farms, blended with iodine salt and spices. No artificial colorings have been added. The products are then packed vacuum tight to seal in the freshness. We will be launching 3 more new products by the end of this year which will surely spice up the market.

With the marketing activities lined up for this year, the company is confident that “CP Sausage” brand’s revenue will approximately grow by 20% and be able to meet the needs of consumers of all walks of life.” concludes Mr. Suphat.

“CP Sausage, Tasty Sausage for Any Lifestyle” – All CP sausage products are fully cooked and can be eaten straight from pack, or if you like it warm, heat in a microwave for only 30-45 seconds. Wide ranging delicious tastes and shapes are available at 7-Eleven, CP Fresh Mart, supermarkets, hypermarkets and leading department stores nationwide.”

For more information, please contact Verve:
Nitida Asawanipont (Nida) Tel: 0-2204-8226
Prasit Kritsadaariyachon (Bob) Tel: 0-2204-8261

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