ThaiNamthip Limited, a manufacturer and distributor of Coca-Cola beverages and other products from The Coca-Cola Company in Thailand, such as Fanta, Sprite, Minute Maid, Schweppes, and Namthip is reaffirming strong growth and high market share despite the slowdown effects caused by the COVID-19 pandemic. Through the key strategy, 'Product, Partnership and People', ThaiNamthip has strengthened its position as one of the leaders in the non-alcohol ready-to-drink (NARTD) beverage market in Thailand with its successful No Sugar lineup of products and its strong commitment to drive mutual growth for all even during the crisis. The full range of products in the Coca-Cola portfolio in Thailand has contributed to ThaiNamthip's robust performance in its territory, especially in the sparkling soft drink segment, with its 55.2% market share, up 0.6% from last year. Specifically, for the cola market segment, ThaiNamthip's market share has risen 0.6% to 48.2%. There has also been rapid growth in "Coke No Sugar", with a growth rate of 15.8% making it the leader in No Sugar Cola segment with 58.5%, up 2.5% points from the same period last year.
Mr. Ignace Corthouts, President, ThaiNamthip Limited, said: "As Thailand's leading non-alcoholic beverage company, which has been in business for over 60 years, ThaiNamthip has committed to drive mutual growth for all, including partners, customers, employees and Thailand's economy as a whole. While the global pandemic has brought about extensive changes that demand immediate adaptation, it is necessary for businesses to evolve and grow in these difficult times. That's why we have shifted our business direction from 'dining out' to also 'at home' consumption across all our communications and marketing activities through our key strategy focusing on product repositioning, partner support and employee empowerment."
Repositioning products in response to 'at home' consumption trend
Even though 2020 began with positive signs for business as consumer demand continued to increase, the spread of Coronavirus, which became more serious in March, inspired ThaiNamthip to strengthen its focus as well on large pack size products e.g. 1.5 Litre suitable for consuming at home as most consumers were in lockdown at home. To cope with this situation, ThaiNamthip had to complement not only its portfolio, but also its merchandising to drive 'at home' consumption in addition to boosting on premise consumption to compensate for the loss of tourist consumption through its comprehensive communications and executions.
In addition, ThaiNamthip has continued to build on the accomplishment of its No Sugar variant by introducing 'Coke No Sugar Orange', an innovation to create excitement in the Thai beverage market. The drink, launched in July, targets the growing health-conscious trend and has been well-received by Thai consumers.
Supporting partners to pass through difficult times together
ThaiNamthip gives precedence to all trade customers as partners and has worked closely with them to help adapt their businesses and merchandising in accordance with the changing situation. Portfolio repositioning to focus on 'at home' consumption is also reflected across all customers, namely hypermarkets, supermarkets, stockists, cash & carry, convenience stores, traditional trade, and restaurants by promoting large pack sizes and ready-to-go packaging such as PET bottles and aluminum cans, especially for quick service restaurants.
This approach also includes support for new channels such as outlets that buy products from Cash & Carry and Stockists. ThaiNamthip equips them with merchandising and marketing know-how to help maximize their sales, which ultimately benefits all parties.
After the lockdown measures eased in May, ThaiNamthip launched its 'Kwam Sook' Campaign, giving away free Namthip drinking water and Coke No Sugar. More than 7 million packages worth over 25 million Baht were handed for free to 190,000 food shops and restaurant customers to enable them to restore their business quickly so that those businesses would be able to revive immediately when the COVID-19 situation improved - even though the overall market was still sluggish.
Empowering employees and ensuring no one is left behind
Through these challenging times, ThaiNamthip has been empowering its 7,500 employees by providing full sets of sanitary equipment to protect themselves against COVID-19 such as masks and alcohol gel - which were very scarce for a period. Understanding that staff are the key to success, ThaiNamthip's policy has been to keep all jobs secure, maintaining the same pay without any reductions or staff cuts. Some staff also had the opportunity to swap tasks during the lockdown phase.
"Our key strategy and tactics will continue throughout the rest of the year to ensure our partners, employees and the overall industry remain stable and grow together. As the leading non-alcoholic beverage company, well recognized by society, we strive hard in every way we can to contribute to society," Mr. Ignace added.
No one knows when the pandemic will end but if the country moves forward together, with contributions from all parties including those in the private sector with resources and capabilities, it will surely greatly lessen the impact and help in a speedy recovery for both business and total Thailand.
About ThaiNamthip Ltd
ThaiNamthip Ltd is the bottler and distributor of products under The Coca-Cola Company's trademark. The company is a member of Coca-Cola system in Thailand, which includes ThaiNamthip Ltd, Haad Thip Public Company Ltd, and Coca-Cola (Thailand) Ltd.
The Coca-Cola system in Thailand consists of Coca-Cola (Thailand) Limited as the brand proprietor responsible for marketing activities, and its two local bottling partners - ThaiNamthip Company Ltd responsible for 63 provinces around Thailand and HaadThip Public Company Ltd serving 14 southern provinces.
The Coca-Cola system in Thailand is the nationwide market leader for non-alcoholic beverages. In addition to Coca-Cola, the most valuable brand in the world, the Coca-Cola system's portfolio of beverages in Thailand includes Coke Original, Coke No Sugar, Coke Light, Fanta, Sprite, Schweppes, A&W Root Beer, Minute Maid Splash, Minute Maid Pulpy, Namthip and BonAqua