Bangkok--Apr 3--Siam PR. Consultant
Malee Sampran strengthening brand portfolio, building Malee Enterprise as center of strategic marketing locally and globally in attempt to dominate the lucrative processed food industry
Malee Sampran PLC is strengthening its position through continuous brand building in local and globally market to achieve the year 2003 vision to become the leader in processed food industry, whose brand image is well recognized internationally.
In addition, Malee Enterprise is being promoted as the key player to determine marketing as well as sales strategies for all Malee products.
Sales for Malee products for the entire year are set to increase more than 20% following brand revitalization on current products including 100% UHT fruit juices, which are now targeting new generation consumers.
Malee Sampran PLC., President Banchong Chittchang disclosed that his company, as expert in processed food production, was determined to establish the image of various "Malee" products in domestic and regional levels in order achieve its goal as the leader in processed food industry, whose brand image is well recognized internationally within the year 2003. He said in order for Malee Sampran PLC to build internationally accepted products, changes in company's structure were therefore necessary to provide added versatility to the entire operation. "Malee Supply (1994) Co., Ltd., was therefore renamed as Malee Enterprise Co., Ltd., along with appointment of Pisakwalee Savettanan, marketing specialist with over 20 years of experience, as the new managing director that oversees all Malee products in terms of marketing and sales," said Banchong.
Malee Enterprise Co., Ltd., will handle distribution of Malee products including product positioning and determining marketing and sales strategies for both domestic and international markets.
Malee Enterprise Co., Ltd., Managing Director Pisakwalee Savettanan explained that the change of name for Malee Enterprise Co., Ltd., was made in accordance with Malee's plans to implement a total marketing strategy, which unites Malee and other products within the company as one. The company was looking to strengthen the brand image of Malee both in domestic and international levels, building necessary competitive factors, he said, adding that Malee Enterprise Co., Ltd., would proceed with human resource improvement, funding preparation, product development and sales channels expansion following the concept of "creating innovative products" in order to achieve international acceptance.
"Malee Enterprise Co., Ltd., will be responsible for marketing and sales as well as development of new products, apart from being a "Global Marketing Unit" in charge with product positioning for Malee products within and outside the country," he said. "Marketing strategies set out by the company include strengthening Malee products and launching new product corresponding to each particular target consumer group, along with creating new product innovation for sustainable growth."
With regard to sales, Malee Enterprise Co., Ltd., would concentrate on providing quality services with focus being made on trade marketing and establishing new channels through the use of modern technology in order to build effective database, he said.
In terms of overseas distribution, Pisakwalee said Malee products were currently distributed to some 60 countries worldwide. The company was planning to develop new products and take on regional market, as there were significant growth potentials for Malee labels and newly emerged brands, he said. At present major export destinations for Malee products include Vietnam, Malaysia, Hong Kong, Indonesia, Singapore, Taiwan, Pakistan and the Philippines.
"For our domestic market, the company is preparing to introduce new products to suit each and every target group. We also planned to modernize the packaging and label, revitalizing the brand to make it look more attractive to new generation consumers," he said. Adjustment in the tastes of products would also be made to make them more appealing to each respective group of customers, he added.
Malee has launched a new product - 100% UHT fruit juice in new package. A budget worth over 100 million baht has been earmarked to fuel advertising and public relations activities as well as continuous sales campaigns.
Malee products currently under Malee Enterprise Co., Ltd., distribution, include the following;
1. 100% UHT fruit juices available with pineapple, orange, grape, tomato, and carrot flavors as well as carrot with mixed fruit variety
2. Canned fruit juices available with orange, apple, grape, lychee, guava, mango, pineapple, passion fruit, chrysanthemum, grass jelly, pennywort leaves, young coconut, tomato and longan flavors
3. 8.25 ounce and 20 ounce canned fruits available with lychee, longan, rambutan, rambutan stuffed with pineapple, toddy palm, jack fruit, tropical fruit cocktail, mango and pineapple flavors
4. Chokechai UHT milk available in sweetened, non-sweetened, and low-fat forms
Fact Sheet
HISTORY OF MALEE SAMPRAN PUBLIC COMPANY LIMITED
The Company operates as a manufacturer and distributor of canned fruits, canned foods, and beverages. The main products are canned pineapple, canned fruits, pineapple juice concentrate, and beverages under the Company's trademarks as Malee. The Company exports its products to 63 countries worldwide. Malee's business has begun in 1964. Later on 2 February 1978, the Company was incorporated as Malee Sampran Factory Company Limited with initial registered capital of 10 million Baht, to manufacture and distribute canned foods and canned fruits. Its business had expanded continuously. In 1981, the Company expanded its production capacity by establishing a factory located on 5-hectare plot of land in Sampran, Nakornpathom.
The Company's shares were listed in the Stock Exchange of Thailand and were approved for trading since 13 March 1992. Later, from April 1995, the Company's shareholders structure was changed. Abico Holdings Plc. Had acquired 10,000,000 shares from the existing shareholders, or 40% of 250 million Baht registered capital. The Company changed its name to "Malee Sampran Public Company Limited" on 15 May 1998. The Company increased its capital again to Credit Suisse First Boston Group on 9 December 1998, from 500 million Baht to 999.99 million Baht, with 700 million Baht paid up capital.
Origin of "Malee" Brand Name
"MALEE" BRAND NAME
- Malee is a Thai word and easy to pronounce in Thai or any languages.
"Malee" Excellence Brand for Quality products
- Thirty years of experience and a fine reputation, have ensured that, year round, Malee has first choice of the finest crops. The selection of only the choicest and smoothest-textures fruit is where our quality control starts.
- Dedication to Advanced Food Processing Technology Ensures Malee Superiority. Heavy investment in Research and Development over the years has resulted in the highest international standards of quality, hygiene, and processing technology. This ensures that fruit freshness is sealed in and flavor-locked aromatically in natural juices.
- Malee pride in excellence is enhanced with customer acclaim and industry awards. More recently we have been recognized with the achievement of the ISO 9002 Certification.
- Malee quality has been acknowledged with other previous awards such as ุ World Tech 1995 ุ The Prime Minister's Award
Best Asian Product 1997 ุ Thailand's Brand Certificate 1999 FB 0041/99 Good Packaging Design 2000 award from Department of Export Promotion during the
Thaifex & Thaimex 2000 Fair for Malee's Grip Can invention.
For more information please contact
Jidapa Pramualsub, Ankana Palasuttikul
Siam PR. Consultant Co.,Ltd.
Tel.693 7835-8, 01-817 7153, 01-613 1496
Fax.693 6919
E-mail address: info@siampr.co.th End.
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