TCP Group, the manufacturer and distributor of ‘Ready’, the leading brand in the market for premium energy drinks for the new generation, is aiming to reach Bht 1,500 million of sales in 3 years. Ready is investing Bht 100 million in a marketing campaign to build on the success of “Ready Goji Berry”, an energy drink variant which combines the health benefits of goji berry and mixed berries juices to boost energy and ‘get one ready to look good at work’. Unveiled as the latest Ready presenter is “Mai - Davika Hoorne”, a highly talented actress who has starred in a number of Thailand’s box-office hits, as the brand is clearly focused on targeting a new generation of people, seeking an energy booster to get themselves recharged for any activity. Ready is also positioned as a personality booster that makes one look good in and outside getting them ready to confidently live their own lifestyle in line with the ‘Feel energized and look good with Ready’ slogan.
Mr. Supachai Junkeiat, TCP Group’s Global Marketing Division Director, said, “Even though the overall picture of the market for ready to drinks last year did not look so good, Ready was the only brand in the premium energy drink segment to perform well and had been No.1 seller for more than 10 years. Sales in 2018 grew in contrast of the market to Bht 960 million, an increase of 15% on 2017. This compared to a 10% growth of the market for premium energy drinks. Currently, Ready has a market share at 62%, from the overall market that is valued at around Bht 1,600 million. From this fact, we see the potential for Ready to grow further with ample consumer’s purchasing power. In 2019, we look to expand our consumer base among the young generation by increasing distribution channels and introducing the right products. We expect sales to grow 16% in 2019.”
“Our studies of the market and consumer behaviour regarding energy drink consumption showed that the new generation started to look at energy drinks differently and they turned to energy drinks more. It’s because their daily lifestyle is jam-packed with activities, but they still want to look good all the time. They usually choose a drink that is not only give them more energy, but also offers benefits that make them look good. “Ready Goji Berry” comes with a clear position as ‘Stylish Energy Drink’ distinguished from other energy drinks in terms of flavour, ingredients and packaging. It has the right blend of product benefit and good image sought by consumers,” Mr. Supachai added.
“A major development of Ready, which represents a great change this year, is that we have chosen the talented “Mai - Davika Hoorne”, who is hottest actress now, as the new presenter for “Ready Goji Berry”. We believe Khun Mai Davika has the ability to clearly present the strength and unique quality of Ready as she represents a new generation of career people - hard at work yet still taking care of themselves to stay in shape with confidence to shine in any role,” Mr. Supachsdfai concluded.
“Ready Goji Berry” has prepared a budget of Bht 100 million for a full range of marketing activities, focused on building broad brand awareness and consumer engagement. These include a new commercial series and advertising for online, out-of-home, point-of-sale and in-store media as well as more than one million bottles of sampling at work places in various locations around Bangkok, until May, to encourage trial by office workers.
“Ready Goji Berry” also has a special online activity with presenter “Mai - Davika Hoorne”. Fans of Mai Davika are invited to shoot a dance clip under the theme ’Ready for Show Time’ where they follow the ‘Switch On’ dance moves performed by Mai Davika in the commercial. They can submit their clips via ‘Ready Energy Facebook page’, now until 28 March. Ten fans whose entries are selected by the brand will join an exclusive Meet & Greet with Mai Davika on 6 April.
“Ready Goji Berry” premium energy drink with goji berry and mixed berries juices as well as caffeine to refresh and boost energy is available in a 150-ml bottle for a retail price of Bht 15 at leading retail stores nationwide.