ANNUAL REPORT 2014 vision, printed matter, outdoor ads and online media, with a view to reaching every consumer group nationwide. As a result of this comprehensive sales campaign, TIPCO was able to secure market leadership in the orange juice segment while presenting new product innovations in the category of mixed vegetable and fruit juice under the brand “TIPCO Profiber” to the consumer market. TIPCO’s product differentiation strategy focuses on fiber (5 times higher than comparable juice) and multi-vitamin content. “TIPCO Profiber” packed in PET bottle comes in 2 sizes, namely 300 ml. and 1 litre bottles. As a result of fully integrated marketing campaign that utilizes all forms of public me-dia to emphasize the product’s effectiveness in improving bowel movements, TIPCO succeeded in expanding its customer base for vegetable and fruit juice beyond expectations. In the category of 100%fruit juice for children, TIPCO’s Super Kids brand was highly successful in licensing time-honored cartoon character, Walt Disney’s Micky Mouse to develop educational programs for children at school and various points of sales, thereby capturing kid’s attention and nurturing young taste buds. This year, a new product was launched, namely “berry mixed” to provide another option for kids. In the mineral water segment, Aura launched a new bottle that coincides with the updated logo “Light up your Aura,” focusing mainly on points of sales, printed media and ads at electrical train stations. A new 330 ml bottle was also launched to expand customer base, with the result that Aura’s market share rose to 23%. The company is fully determined to develop high quality products that offer health benefits while communicating healthcare information and conveying the message that maintaining good health is fun and easy to do every day. TIPCO’s objective is to ensure good health for all Thai people. Responding to adverse impact on household spending due to political fac-tors in 2013, TIPCO Retail Co., Ltd. adjusted its business strategy to focus on revising the old model of branch outlet to increase sales, cut costs, and main-tain profit margin. Branch expansion would re-focus on small low-cost outlets that suit current circumstances while new product development would ac-commodate consumers who commit to continuous healthcare. In 2014, the company launched 100% soya under the brand Happy Soya, avail-able only at TIPCO’s Squeeze Juice Bar. This year the company has formulated a strategy to secure sustainable and stable growth by focusing on accelerated new branch expansion, in line with on-going recovery of household spending on food and entertainment.
EN_Tipco_Annual Report 2014
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