Boosting the market with the launch of major sales promotion campaign
Debut of new Tea Break “White Grape Mint”
Siam Kirin Beverage, manufacturer and distributor of "Tea Break", today announces to invest 80 million baht in overall marketing budget this year with 30 million baht set aside for its pro-active sales and marketing promotion activities in the 3rd quarter. The company will today debut the new flavored RTD English Tea, Tea Break White Grape Mint” as well as launch its major marketing campaign entitled Yes! Tea Break! “Free BB daily and Nissan March every month” together with latest TV commercial. It expects over 50% sales growth from such aggressive plan.
Mr. Hideyuki Iwao, President of Siam Kirin Beverage Company Limited, reveals that "Tea Break", the first brand of ready-to-drink English Tea beverage in Thailand, was introduced into the market in the beginning of last year. The “Tea Break” product line was marketed here in Thailand followed its success in Japan and China, the first two markets where the product had been launched under the name - "Gogo no Kocha".
For Thailand, "Tea Break" products have been available in three different flavors namely Straight Tea, (in red bottle) featuring an authentic flavor and rich aroma extracted from tea leaves; Lemon Tea, (yellow bottle) with a well balance sweet and sour flavor with the nice scent of fresh lemon.; and Milk Tea, (white bottle) featuring the well blended original English milked tea with the benefit of “Low Fat” drink. "Tea Break" products have been distributed locally emphasizing on modern trade channel.
"The consumers’ feedbacks after the launch of "Tea Break" tea in Thailand are quite positive and favorable. Consumers have recognized "Tea Break" brand as premium original English Tea drink with trendy designed package, which reflects its top-class identity. The company's sales also jumped over 55 % last year compared to 2008. "Tea Break" ready-to-drink English Tea has currently 8% share in local Black Tea market making it No. 3 leader in the segment, and 5th leading player in Thailand ready-to-drink tea market," says Mr. Iwao.
For its business plan during the 3rd quarter of this year, he adds, the company will remain its proactive strategy to continuously increase its shares in local ready-to-drink tea market, together with the continuous development of new attractive flavors into the market. The company today announces its launch of the first-ever English tea formula in Thailand, entitled "Tea Break White Grape Mint", created to offer sweet taste of white grape and a cool blast of mint. The product comes in fresh and modern package targeting women aged between 20 and 30. "Tea Break White Grape Mint" targets priory at university students and first jobbers and working women as its secondary target.
In addition, The company will also introduce its latest marketing campaign, entitled Yes! Tea Break! — “Free BB everyday and Nissan March every month". This lucky draw campaign allows consumers to participate by scratching off the numeric codes appeared on the bronze strip behind the bottle's hanging tag. They then send SMS messages from their mobile phones to 4890011 (3 baht charged for each SMS) by typing TB followed by their secret code numbers. The campaign will be held between August 1 and October 31, this year, and allow all participants a chance to win BlackBerry Curve 8520 smart phone every day and Nissan March vehicle every month. The campaign provides more than 100 prizes altogether and worth totally more than 2.7 million baht. The names of winners in each lucky draw will be announced on www.facebook.com/KirinTeaBreak or Tel: 0-2867-3611. The announcement of lucky persons who win BlackBerry Curve 8520 will be conducted between August 11 and November 18, this year, while the names of winners for Nissan March 1.2 E CVT will be announced on September 5 for the first time, on October 5 for the second time, and for the third time on November 5.
To reinforce the brand awareness and communicate to target consumers regarding the new campaign, the company has also rolled out new TV commercial, together with other below-the-line marketing activities, including point-of-sales activities, road shows, online media, etc. The company has allocated 80 million baht in total marketing budget this year, divided into 50 million baht for brand building activities, and another 30 million baht on advertising and sales promotional campaigns. The company expects this latest campaign to help generate sales growth of not less than 50%.