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..........Bangkok
– Thai Glico Co.,Ltd., a top confectionary manufacturer and distributor
in the product category of snack, sweet and chocolate in the brand of
“Glico”. The company now launches a new product “Glico Fruitia” to welcome
the year of 2011. Glico Fruitia, a new trendy freshener tablet, is giving
a fresh feeling by its signature taste from sweet and sour of fruit
and a fresh & cool flavor from menthol. Fruitia is sugar-free with
a product concept of “Fruitia…fruity style refreshment” presented in
cute and colorful packaging; with its integrated communication plan,
Fruitia has targeted to reach trendy office lady at the age of 18 –
30 years old.
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..........Mr.
Jiro Watabiki, the Managing Director of
Thai Glico Co., Ltd. stated that Glico has creatively been continuing
to provide tasty and wholesome food products in an innovative trend.
Glico has 3 main product categories including biscuit with a sales percentage
of 70%, chocolate with a sales percentage of 25%, and snack with a sales
percentage of 5%. Glico has set a goal to reach a market share of “Glico
Fruitia” around 7% in 2014 from PBF category, and plan to reach trendy
office ladies, offering fresh feeling, and sweet and sour taste of fruit
flavors with a trendy image of Glico Fruitia which best fit with the
consumers’ lifestyle. Not only taste and benefit of the product, but
Thai Glico also concerns about the product image that should be cute,
chic, trendy, and convenience to take it with you by the special compact
size. Thai Glico has also seen an opportunity to enter this confectionary
market that continuously growing year by year. Most of the brand in
Product Breath Freshener (PBF) category contains the strong mint taste
only so we come up from this 2 points and developed new tablet “Glico
Fruitia” in order to satisfy target’s need and being one of the choices
for consumer. Not only taste and benefit of the product but Thai Glico
also concern about product image that should be cute and easy to carry
by its compact size.In terms of media usage to reach trendy office lady,
we introduce the new TVC as the main medium of communication because
the TVC is the most effective medium to present product concept through
interesting story and create relevancy between Glico Fruitia and target
group’s lifestyle. We also build recognition with a simple Japanese
word, “Suk-Ki-Ri” meaning “Refreshing”. In the activity of road show
in office building and free sampling troop, we have planned to distribute
product sampling to create trial among target group. We believe that
letting target group tasting Fruitia can make them impressing on our
product and we can also presenting product concept and image through
these activities. Our budget for this campaign is about 40 MB and it
has been used for marketing communication, advertising and public relations
to promote Glico Fruitia.”
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..........Mr.
Hironobu Harada, a Manager in Marketing Department of Thai Glico Co.,
Ltd. added that Glico Fruitia Launching Campaign, Fruitia…Fruity Style
Refreshment, will be held on mid of February 2011. The main objective
of campaign is to introduce new product from Thai Glico and to announce
the entering into the new market that is a candy market. Glico has planned
to use integrated communication, starting during the mid of February
2011, to communicate our product concept, strength and differentiation
of Glico Fruitia to target group and consumer in order to create the
product trial and stimulate purchase intent. Glico Fruitia has 3 flavors
including Melon Refreshing, Lychee Refreshing and Lemon Refreshing selling
20 Baht at 7-Eleven which has the largest nationwide network of convenient
store in Thailand in order to respond for easy and convenient purchase.
Together with a marketing campaign to support the launch of “Glico Fruitia”
in the concept of FRUITIA…Stylishly bring you back to your sweet and
sour life with the fruity taste. Thai Glico Co., Ltd., also launches
an opening of new TVC in this opportunity.”
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