TCP Group, the manufacturer of Sponsor, has set aside 100 million baht as a marketing budget to promote its new carbonated drink -- Life by Sponsor -- with an aim to maintain its leadership in Thailand's 5-billion-baht electrolyte drink market.
TCP Group marketing director Supachai Junkeiat said that based on a Nielsen study, Sponsor leads in the electrolyte drink market and controls about 80% market share, and the launch of the new drink could reinforce leadership in the product category.
He said the company has committed to innovate and develop drinks to meet consumer needs and offer new alternatives for different consumer groups.
"We have officially expanded our portfolio into the sparkling segment with the launch of Life by Sponsor, a flavourful new carbonated drink that can be consumed on any occasion with the added benefits from vitamins," Mr Supachai said.
He said the new drink responds to growing consumer health awareness and the "healthier choice" nutrition label guarantees that it has been tested and certified by Mahidol University's Institute of Nutrition, a leading research institution for health food and nutrition as well as the Public Health Ministry's Food and Drug Administration.
TCP has set a sales target for the new drink of 100 million baht in two years.
To promote brand awareness, a series of activities have been planned throughout the year with a marketing budget of 100 million baht, part of which will be used to hire model and actor Sean Jindachot as brand spokesman.