New "MALEE Light" - Thailand's innovative low calorie juice
Mixed 100% natural fruit juice with Stevia extract
Driving into the leader in healthy life… with tasty juice

........Miss Roongchat Boonyarat, Director and Senior Vice President Sales & Marketing at Malee Sampran Public Company Limited mentioned, "Nowadays the new generation of customer behavior has changed. According to Malee's research, consumers tend to pay more attention to their health. They prefer to avoid food and beverages with high sugar level that make them feel unhealthy and the cause of disease. "Malee light", the new solution of healthy juices with only 30 kcal, is created in order to meet the customer satisfaction. It comes in 3 flavors: Mandarin Orange Juice with Orange Pulp, Red Grape Juice, Pomegranate mixed fruit juice. Stevia extract, which is 300 times sweeter than sugar, is used here as a zero calorie natural sweetener with proven health benefits. It can help minimize the accumulation of fat in the blood vessel wall to prevent stroke. Moreover, Stevia produces lower blood sugar levels and helps fight diabetes, hypertension and obesity. "Malee light" is non-artificial 100% natural juice with no sugar added. With this new product, we aim to increase sales by 5% in 2014 and not less than 10% in 2015.

Miss Rujiraporn Tangprapunvong, Marketing Manager at Malee Sampran Public Company Limited announced that this year Thailand's beverage market has slowed down more than our expectation due to Thai political turmoil during the beginning of this year. Moreover, there are new comers have entered in to juice beverage market. The juice beverage market is accounted for approximately 12 billion Baht in which only 1% growth from year 2013. Meanwhile, Malee's market shares decreased from 26% to 24%. As a result of economic crisis and political uncertainty, we reduced some marketing budget. At the same time, we postpone our new product launch from the beginning of the year to the end of this year.

For our new product, Malee light, we have prepared a proactive marketing plan by releasing a new commercial advertisement in order to embrace product positioning in the market and increase sales. Furthermore, we have established the product's selling point and create brand awareness. In addition, give-away products are provided in some supermarkets, office buildings, fitness centers, parks and sports events in both Bangkok and upcountry. We pay attention more on using online media and also social media to reach our target customers who concern about their health. Moving on to the budget, we plan to spend approximately 50 million Baht on marketing of Malee light.