Mr.Titiporn Thammapimookkul Director of Marketing (Non-alcohol products) Singha Corporation Co.,Ltd. announced that the brand’s recent campaign “Drink … what’s right for you” is the crucial factor that helped increase the brand’s sales in the first six months of 2019. The campaign outlines the product’s quality with Smart Micro Filter technology which contributes to Singha Drinking Water’s cleanliness and nutrients that’s suitable for consumers along with Thailand’s no.1 actor, “Nadech Kugimiya” to communicate to all demographics.
As for the second half of the year, the brand will continue its commitment to product quality and world-class drinking water production standards with Smart Micro Filter technology. Singha Drinking Water is looking to educate the market with a clear understanding between clean water and pure water through Reverse Osmosis (RO) process, and “Nadech” will continue to be the brand’s presenter to reach even wider mass consumers through exciting marketing activities delivering positive brand experiences in all areas of Thailand.
“The company is committed to producing the best drinking water for all consumers. All drinking water products are clear on the exterior, but the difference is what’s inside it. Singha Drinking Water has implemented Smart Micro Filter technology in all of the company’s drinking water factory to help produce clean water with vital nutrients for consumer’s body. Our product quality has been the core reason for our sales growth.”
The company will also focus more on segmentation with 330 ml size for kids age 4-12 with licensed My Little Pony cartoon on the product since 2018. The response has been overwhelming with a 48% increase in sales this year, so the brand had launched four new My Little Pony label designs to reach older kids too.
As for the second half of this year, the company will continue to build on its distribution strategy to reach consumers of all ages and respond to consumer needs more efficiently.
Customer Relationship Management (CRM) is another key marketing element that helps the brand grew and stayed as the market leader. “Singha Rewards” loyalty program lets consumers win points through Singha Drinking Water and Purra Mineral Water, which now has over 8,000,000 users. Consumers can turn their points into prizes, discounts on products and services from other brands and exclusive activities which help create positive brand engagement in the long term.
“Our marketing activities and communications have been truly 360 degrees. The brand exists online, offline, and on-ground where consumers can win points and participate with us closely in all lifestyles such as dining, movies, and shopping. We also have plans to expand to other provinces too.”
The market overview of drinking water, both PET and glass bottle (the period from January-May 2019) is 1,505 million Liter in size and had a 15.7% growth, which now values over 16,400 million Baht.
