Ekapol Pongsatabhon, managing director of more-than-20-year premium juice maker Tipco Foods Plc, revealed that younger people especially who are the blue-collar and first-jobber group these days are facing an intense competition at workplace and love to relieve their stress by partying.To support the government's Drink Don't Drive national campaign in summer time, Tipco is ready to launch the latest campaign "TIPCO Mocktail : never ending Tip for Fun" under the concept of having extreme fun without drinking alcoholic beverage. An outstanding non-alcoholic beverage Tipco Mocktail contains various healthy nutritions with secret recipe mixed juice from Tipco and designed for people who want more more fun when partying.
Highlighting 2 flavours of Tipco Mocktail in this summer
The company positioned the product into premium juice category as there are still many rooms to grow in this segment and tend to grow more in terms of sales growth and penetration thanks to more health-conscious trend. The company strongly believes that the growth of juice came from the back of more health-concious trend nowadays such as consuming healthy and organic foods, gym and cross-fit activities and expects that Tipco Mocktail will play an important part among those people as well as expanding new customer base for Tipco. The two flavours of Tipco Mocktail, Tipco Mocktail Passion Summer (Apple, orange and passion fruit juices) withwell - blended sweet and sour flavour and Tipco Mocktail Magic Lychee (Apple, grape and lychee juices) giving soothing and sweet flavour will be highlighted in this summer time.
Expanding the market with all-around strategy and commercial ads
The company has invested more than 100 million baht to create the Marketing Mix strategy penetrating the market with above-the-line and below-the-line strategies and focus more on TV commercial ads, digital media, internet media and also out-of-home (OOH) media to reach the right market target. The sales promotion activities including roadshow and sampling at department stores, local communities and universities will be applied more to create brand engagement hard and sharp with right consumers. The company came up with the idea on commercial ads that will encourage people when they are exhausted and desperate with Tipco Mocktail. The 30-second commercial ads "Tip for Fun" story board is based on true story of blue-collar people aged between 20 to 29 that always face stress, unhappiness at workplace including broken-hearted situation but they finally gather to make a party to relieve their stress and get through the alcohol checkpoints without having alcoholic drinks because they drank Tipco Mocktail.
Moreover, consumers will be able to join with AR technology that will bring everyone to experience the first talking juice box. The company expects that there will be more than 30% of sales volume increase in this summer after the launch of Tipco Mocktail : never ending Tip for Fun campaign.
The total market capitalisation of juice are 14 billion baht while the premium juice sees 5.2 billion baht with 6% growth.