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Published on September 13, 2007

"We want to maintain our leadership position in the market," said Thatcharin Ostanukroh, assistant managing director for beverage sales and marketing.

"With our multi-branding strategy, we can promote our various energy-drink products to different groups of consumers and at different geographic locations," he said.

The company has beefed up its M150 energy-drink factory in Ayutthaya by 25 per cent over the past five to six months after its first factory in Bangkok's Hua Mark reached full production.

Thai Beverage recently said it would enter the energy-drink market by acquiring the Wrangyer brand energy drink.

"We don't worry about the entry of Thai Beverage into the energy-drink market, as Thai consumers have strong loyalty to the energy-drink brands they prefer," Thatcharin said.

Osotspa's flagship brand M150 controls 55-56 per cent of the local Bt20-billion energy-drink market, he said, adding that the company covers more than 90 per cent of all conventional grocery shops with refrigerators selling beverages.

"Our M150 energy drink is quite strong all around the Kingdom. The company's other flagship brand Shark has strong positioning in the southern region, while Lipovitan-D has strong awareness among urban consumers. Each of them has 10 per cent of the energy-drink market," he said.

The company has also launched M-Max to cater to consumers aged about 20, who are much younger than the core drinkers of energy-drink products, who are 30 and up, he added.

Kwanchai Rungfapaisarn

 The Nation