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Baht/$ 33.59/61
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14,000
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CONSUMER GOODS
PITSINEE JITPLEECHEEP
Osotspa Co, the 118-year-old consumer products and pharmaceuticals manufacturer, has set up a new marketing department for health and functional beverages with an allocation of 400 million baht for marketing to expand the customer base.
Pratharn Chaiprasit, the company's senior deputy managing director, said the new marketing unit under the beverage department would handle ''real functional drinks'' which would require a different approach and management.
The company is gearing toward health and functional beverages because such products are very popular worldwide, particularly in the United States and Japan. Also, the new product category will help Osotspa expand to reach new customer groups, especially health-conscious people.
Yordmit Tongyonk, manager of the new marketing department, said there was less competition in this market segment because nobody dared to market genuine health and functional drinks in the Thai market because of high production costs.
''Our new products will be absolutely different from other drink brands available now. These brands have lower-quality ingredients so they do not benefit consumers' health as they should. Our products will be created from natural knowledge and have scientific proof of their benefit,'' Mr Yordmit said.
At least 10 new products are in the pipeline and some are expected to be launched by the end of this year.
Sales of Osotspa could reach 20 billion baht in its 2008 fiscal year ending this month. About 60% of the total sales will come from the beverage business, 10% from pharmaceutical products and the balance from consumer products.
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