Bangkok--30 Nov--ฺBhum PR
With a budget of 10 million baht for 2007 marketing budget, Farm Chokchai Group has lanuched its homemade ice cream and dairy product brand "Umm!...Milk" in the local premium market, where it says its superior freshness, quality ingredients and rich taste can compete with competitors including imported products.
To support its retail business, Farm Chokchai Groups is planning to open eight outlets of "Umm!...Milk Dairy Shop" in Bangkok's prime locations by the end of 2007, expecting the first-year sales to grow by 20 per cent.
Choak Bulakul, managing director of Farm Chokchai Group, said, "We plan to position Umm!...Milk as premium dairy products in Thailand. To achieve the goal, we have developmmed innovative dairy products that come with outstanding qualities with rich taste and unbeatable freshness derived from a unique mix of ingredients. When compared with competitors, including those imported from overseas, we see high prospects for our products to be successful."
"The most incomparable quality of Umm!...Milk is its farm fresh ingredients. We have our own dairy farm milking and then pipe-conveying fresh milk to the production facility located less than 50 meters apart. Fresh milk processed immediately using our state-of-the-art technology delivers impressively natural taste, colour and flavour, resulting in the superior quality of all Umm!...Milk products everywhere, which are as original as fresh milk served instantly at Farm Chokchai," said Mr Choak.
He added, "Umm!...Milk thick, rich taste and texture has been developed through getting and evaluating feedback from customers of Farm Chokchai, which attracts more than 300,000 tourists annually."
The Umm!...Milk brand encompasses everything from pasteurized and low-fat milk in a variety of flavours, homemade ice cream, to yoghurts and milk candies. Ice cream makes up a 64% of the total revenue, followed by pasteurized milk (29%) and other (7%).
First introduced in recent years, Umm!...Milk products have rapidly gained acceptance. To support the growing customer base and reach new customers, the company will open Umm!...Milk Dairy Shop as one-shop dairy shop to supplies them with premium ice cream and other quality dairy products.
The target for the brand new dairy shop, which offers both seating and take-away service, is the high-end market which includes quality-oriented housewives and new generation supermarket shoppers.
"We are confident that our high quality products, especially the ice cream, can compete with many imported brands such as Haagen-Dazs, Ben & Jeery and New Zealand Natural. Most importantly, the price is really reasonable," said Mr Choak.
"We have 10 million baht for marketing budget for 2007. We focus mainly on creating brand awareness among prospective customers, capitalizing on a long-established reputation of the 50-year-old Farm Chokchai. For existing customers, we are planning communications to inform them about where to buy their favorite Umm!...Milk products. However, the core strategy relies on the word-of-mouth marketing through customers of Farm Chokchai, who have already experienced making their own favorite flavours at Ice Cream Workshop.
The distribution channel includes stand-alone dairy shops within leading department stores and high-end supermarkets. Eight outlets are scheduled for opening in 2007, with the first four at Chokchai Steak House Rangsit, Chokchai Prime Steak House Sukhumvit 23, TOPs Super Silom Complex and CentralWorld.
Farm Chokchai Group currently operates the largest dairy farm in SEA with about 5,000 dairy cows producing 30,000 kg of fresh milk per day. The farm supplies 80% of this amount to other milk product manufacturers, while the rest is for its Umm!...Milk production.
For more information please contact:
Sunisa Limrachtamorn Tel: 0-26102374
e-mail: sunisa@bhumpr.com
Worakorn Boonrattanakul Tel: 0-2610-2344
e-mail: worakorn@bhumpr.com
Click for photo release at www.thaipr.net