Fraser & Neave Holdings Bhd Annual Report 2019

A N N U A L R E P O R T 2 0 1 9 03 Management Discussion & Analysis 083 AMPAN RADADOK @ TING TEAPOT F&B Thailand continued to entrench TEAPOT’s leadership in the mainstream canned milk segment with the launch of yet another new innovative product – the first and only Caramel-flavoured Sweetened Creamer Squeeze Tube in the country. Popularised by brand ambassador, Urassaya Sperbund (Yaya), the new product gained four per cent market share during the financial year. The brand also ran its first campaign offering an overseas trip as the grand prize. Consumers were encouraged to send in SMS-es to stand a chance of winning a trip to Osaka with Yaya inclusive of a full-package visit to Universal Studios. The promotion, from October 2018 to February 2019, attracted more than 700,000 participants. CARNATION CARNATION, the market leader in the premium canned milk segment, ran a lucky draw campaign from March to June 2019, offering weekly prizes of gold, iPhones and a grand prize of a six-day package tour to Hokkaido, accompanied by brand ambassador, M.L. Parson Svasti and brand presenter, Nadech Kukimiya. The nationwide campaign, supported by point-of-purchase advertising, sampling and shelf talkers, led to an 11 per cent increase in sales during the campaign period. BEAR BRAND BEAR BRAND strengthened its position in the liquid milk segment with a BEAR BRAND Gold (BBG) re-launch and BEAR BRAND STERILISED MILK (BBSTM) campaign for moms-to-be to educate them on the nutritional importance of folate. BBG was re-launched in July 2019 focusing on its seven health benefits – low in fat, high in calcium, and rich in vitamins A, B, C, D and E – as well as its new, more delicious formulation. The marketing campaign included TV and digital commercials and reviews by key opinion leaders, supported by in-store and on-ground sampling, radio announcements and special promotions. To further educate consumers especially women about folate, BEAR BRAND also collaborated with Nestle Mom’s Club to hand out samples of BEAR BRAND Sterilised Milk (BBSTM) to expecting mothers in their first trimester of pregnancy. Mothers at the check-out counters of retail outlets were introduced to BBSTM and information regarding the importance of folate. Additionally, BEAR BRAND also conducted an online campaign to drive sign-ups and direct mothers to the BBSTM website. I can vouch for the great taste of TEAPOT Sweetened Beverage Creamer and Evaporated Milk in coffee, tea and fresh fruit smoothies as I have been using these products for the past 15 years. As I use these in quite large quantities, I order both the canned and pouch versions. It’s obvious that my customers also appreciate the taste of TEAPOT because they say my coffee and tea taste richer and more refreshing than in other stalls. Because they keep coming back for more, I have been able to expand from one stall to two now. I experienced another side to F&N’s customer service when I opened my new stall. They really went the extra mile to help with the set-up and even provided decorative items. They continue to visit every three months to touch base, and every six months to replenish my stock. Owner, Sor Nor Coffee – Bangkok, Thailand