Malee aims for greater market share

It also targets becoming a leading choice for consumers in the next three years by campaigns focusing on brand promotion direct to consumers.

So far, of the total fruit juice market valued at Bt5.2 billion, Tipco has the highest market share with about 11 per cent, followed by Malee at 5 per cent and Unif at 4 per cent.

Malee targets growth of 35-40 per cent this year.

Suwanna Chokdee-anand, senior vice president for branded business at Malee Enterprise, the marketing arm of Malee Sampran, said that Malee would be against high competition in the fruit-juice market, a business enjoying significant growth this year despite the slowing economy.

According to a recent survey by AC Nielsen, the fruit-juice industry in Thailand is showing significant growth of 25 per cent this year, compared to other industries that show only single-digit growth. Healthy products like fruit and fruit juices are now in greater demand.

Many consumers are increasingly concerned about their health. Fruit juice is one of the best choices for these people so the segment is growing gradually, she said. In response to this trend, Malee will introduce new products in fresh packages and new flavours to attract consumers, with a particular target being health-conscious groups.

Malee launched its new product "Self+" early this month, targeting women and young people. The company will soon release new products targeting a variety of consumers, including senior people, office workers and teenagers.

As part of the company's ambition to increase sales, Malee will not only sell products to consumers through modern traders and supermarket chains, but it is also expanding its cool-drink machines to convenience stores and other trading channels.

Suwanna said Malee was installing thousands of drink machine in many locations, including Big-C food centres, Tops markets, Petronas petrol stations and SF cinemas.

 The company is negotiating with more potential partners to install its drink-service machines nationwide.

To increase sales overseas, the company is also concentrating on promoting its products in target markets.

Although Malee's major income comes from exports, it generates less income from its own brand because the company has focused on made-to-order goods in the past.

However, the company is aiming to increase its export revenue by focusing on its own brand from now.

Target markets for Malee are in Japan, Pakistan, Indochina, the European Union and the United States. Suwanna said the company was attempting to promote more of its own brand products to those markets by repackaging and launching new flavours to serve the demands of each market.

To make Malee an international brand, the company is considering launching a four-language package, including Thai, English, Japanese, and Arabic texts on a single container.

Petchanet Pratruangkrai

The Nation