ThaiBev unveils new key strategy

PHOTO: ThaiBev unveils new key strategy

Following the recent acquisition by TCC Group of the Singapore-based Fraser & Neave (F&N), Thai Beverage (ThaiBev) yesterday unveiled a plan for logistics synergy as its key strategy to penetrate the Asean market.

ThaiBev is the beverage arm of TCC Group, and F&N Dairy (Thailand) is F&N's local subsidiary.

The move aims to cash in on the upcoming Asean Economic Community, which will be fully effective in 2015.

Marut Buranasetkul, Thai Beverage senior vice president, said the company would rely on the strong network of F&N to export Oishi products to Singapore and Malaysia by this year. It is also seeking an opportunity to market Chang beer in Asean, in order to build awareness of Thai brands in this region.

ThaiBev is targeting revenue growth of 15-20 per cent this year, up from Bt150 billion last year, mainly contributed by the alcohol business at 80 per cent and 20 per cent from non-alcohol business.

Meanwhile, F&N Dairy (Thailand) wants to synergise the logistics network with ThaiBev to penetrate the Asean market aimed at doubling its sales to Bt20 billion in the next five years, Indochina manager Jirawat Daechasatien said.

He said the company would also promote Tea Pot, its brand for condensed milk, as a regional brand within Asean.

He said the company has set a five-year plan, from 2013-17, to focus on brand building and Asean market penetration, especially in the Cambodia, Laos, Myanmar, Vietnam (CLMV) markets, which have a similar culture, consumer behaviour and religion as Thailand.

Some markets have high potential such as Vietnam, where the dairy market in all segments is worth about Bt70 billion, about 30 per cent bigger than Thailand.

"We will spend about Bt500 million budget annually for marketing activities and promote our products both domestically and at the regional level. Tea Pot condensed milk will be our flagship brand to penetrate the regional market. They will follow the brand-building success of Tiger Beer, which is now a successful global brand," he said.