Cerebos seeking teen stars with Channel V
MR Rujiyarak Apakorn, left, general manager of Channel V, shakes hands with Cerebos (Thailand) marketing manager Boonlert Sooksereesap after yesterday’s launch of ‘Veta VJ Angels’.
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Cerebos (Thailand) Co Ltd is aiming to make its Veta food supplements part of the teen lifestyle in an attempt to create strong brand loyalty among the younger generation.
Its latest marketing venture, launched yesterday, sees the company join forces with Channel V, the 24-hour music television channel, in its bid to find new video jockeys (VJs). The scheme - called Style Veta VJ Angels - is one element of the Bt50-million Veta marketing campaign for the year, said Boonlert Sooksereesup, marketing manager of Cerebos (Thailand). It is aimed at youths aged between 17 and 23 who want to be VJs, a role which would lead them to other careers in the entertainment industry. Boonlert said a Cerebos survey had found more and more teenagers want to be VJs, a profession that currently ranks in the top five careers teens aspire to. He said VJs needed to have good interpersonal and presentational skills, and be well groomed. Veta works on generating beauty from within, he said. Cerebos and Channel V plan to hold a road show at five leading universities and Major Rachayothin shopping plaza from Tuesday to September 23. As well as arranging events that will encourage teens to incorporate Veta supplements as part of their lifestyle, Boonlert said the company also had to be sure of having the right distribution channels. He said teen behaviour was changing. Previously young people would only take Veta when their families bought it, but they now like to buy it themselves. Sales from convenience stores make up about 10 per cent of total sales, but Boonlert declined to reveal Veta's overall sales figure. Teenagers currently account for 20 per cent of Veta's customer base, while the bulk of the rest are working people. The company hopes the proportion of its teenage customers will rise to 30 per cent once Veta VJ Angels is launched. Veta currently comes in two flavours: Veta Prune, launched 10 years ago, and Veta Berry, launched three years ago. Prune accounts for 70 per cent of Veta's sales. Veta supplements account for 10 per cent of Cerebos's overall sales, the rest being generated by products such as its bird's-nest and chicken essences. Boonlert said the economic downturn had not affected the company's performance, as customers, particularly women, were always concerned with being healthy and looking good. The liquid food-supplement market, in which Cerebos is one of the few major players, is worth Bt3 billion. This year, the market is expected to grow by 10-15 per cent, he said. Nitida Asawanipont The Nation
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