moving forward to penetrate the healthy drink market and launching the winter promotion oriented toward the new-generation customers
Ichitan Group Public Company Limited (ICHI) announces
an aggressive marketing plan at the end of 2020. Although the market overview of the drink products is shrinked,
the healthy drink products go contrary.
year, ICHITAN expanded new product portfolio on 3 kinds healthy drinks to the
market, as well as unveiling the latest winter promotion oriented toward the
green tea drink under the campaign “ICHITAN X
True 5G”. The AR will be primarily
innovative part of the 5G campaign with the aims of the brighter sale in Q4/2020 and being consistently profitable.
Mr. Tan Passakornnatee, President & CEO of Ichitan Group Public Company Limited or ICHI disclosed the operating results for the year of 2020 that the profit was actively gain in every quarter owing to the following the strategy that was set forth. He viewed that the Q4/ 2020 would be constantly growing in spite of the shrink of the economic and market overviews. On the contrary, ICHITAN effectively penetrated the market via new drinking products, apart from the green tea, launched the major campaign on the ready-to-drink tea by the end of the year, as well as managing the cost-effective aiming to increase profitability.
The Covid-19 pandemic affected the declination of overview of the RTD Drink Water in the first 10 months of 2020 up to 6.3%, or equivalent to 23,521 million baht. However, the Flavored Plain Water conversely leaped approixmately 93%, or equivalent to 1,696 million baht compared with the same period last year. ICHITAN Vitamin Water was grouped in the segment. ICHITAN promoted the main 2 healthy drinks which were ICHITAN PH PLUS 8.5, launched in Q2, and ICHITAN Vitamin Water C Plus E, including the ICHITAN Vitt CC, categorized in the functional drink and launched at the end of Q3. Such promotion was responsive successfully. The Vitamin Water was anticipated to hit the sale revenue of 1,000 million baht within the first 12 months. In addition, ICHITAN aimed to penetrate the market up to 18% of the total sale revenue of 2021 as it deemed the high season sales for the entire year.
Although the ready-to-drink tea was declinded, ICHITAN prepared the marketing plan to promote the sale with an application of technology so that it could be viable. With this, ICHITAN, in association with True 5G, launched the campaign “ICHITAN x TRUE 5G” targeting the new-generation customers. The application of AR would firstly supplement the 4.0 marketing from December 1, 2020 to February 8, 2021. Under such campaign, there were the 3 kinds of mainstream ready-to-drink tea, with the size of 420 ml. included, as well as the latest limited-edition flavored drink “Winter Yuzu Fuze Tea” that would be especially launched for this campaign.
The Winter Yuzu Fuze Tea would be distributed on December 24, 2020 at 7-Eleven convenient store. It forcasted that the sales could attract the additional True customers. Totally, the sale revenue was expected to be approximately 200 million baht.
Both the expansion of vitamin water products and the tech-oriented campaign of green tea called “ICHITAN x TRUE 5G”, ICHITAN was firmly confident that it would be sound and viable under the high fluctuation of the Thai domestic market.
Currently, The net profit of the Q3/2020 performance rose year-on-year to 69.3%, sales revenue of 1,222.1 million baht, or 7.6% increase. Of the first 9 months of 2020 performed the net profit margin of 431.5 million baht, or 33.3%, while the sales revenue was of 3,877.6 million baht. By the end of this year, it was forcasted to increase the profitability, and to consistently recover the sale deficits reaching as same as the previous year’s sale approixmately 5,300 million baht.