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Serm Suk to spend big on its cola launch B1.5bn budget to promote the new Est Published: 31/10/2012 at 12:00 AM
Serm Suk Plc, the bottler of PepsiCo for 59 years, will spend 1.5 billion baht on its first marketing campaign for Est, its own cola drink. As it aims to make Est the second-largest brand one year after launch, it will spend about 300 million baht in the remaining two months of this year and the balance next year.
The budget is double what Coca-Cola Thailand has spent this year.
Today is Serm Suk's last day as Pepsi's bottler. An advertising agency source said Serm Suk has booked various kinds of media, from TV commercials, radio and newspapers to social media, to officially introduce Est on Friday.
Est will be available in cans, PET and glass bottles.
Other flavoured drinks will be launched nationwide in December.
Serm Suk has recruited three famous singers as presenters. Pakin "Tono" Kumwilaisuk from The Star Season 6, Sukrit "Bee" Wisetkaew from GMM Grammy and Pirat "Mike" Nitipaisalkul" will help build brand awareness to a wider range of customers.
With a full range of marketing activities, Serm Suk expects to control about a quarter of Thailand's 38.8-billion-baht soft drinks industry one year after launch, sources said.
A source said Serm Suk is confident of achieving its goal in a short time after encouraging results from blind tests on its products among a wide customer group along with three other cola brands _ Coca-Cola, Pepsi and Big Cola.
Sales of Serm Suk in the first half of this year totalled 12.94 billion baht with a net profit of 859.52 million baht.
Shares of Serm Suk (SSC) closed on the Stock Exchange of Thailand at 262 baht, unchanged, in trade worth 2.09 million baht.
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