Fraser & Neave Holdings Bhd Annual Report 2020

093 ANNUAL REPORT 2020 03 md&a MARKETING HIGHLIGHTS F&N MAGNOLIA 2020 saw the launch of our first ever milk candy tablets – Magnolia Milkies, which come in three delectable flavours: Classic Malt, Strawberry Yogurt and Hokkaido Milk. The melt-in-your-mouth milk tablets are available at all leading supermarkets across Thailand. At the same time, an online campaign supplemented by a nationwide sampling was organised to create greater awareness of Magnolia Plus Ginkgo Salted Caramel, focusing on the unique taste and aroma of the quality caramel as well as the varied health benefits of the milk. While ginkgo boosts brain functions, the milk also contains 35 per cent calcium and 30 per cent vitamin B12, which are important for strong bones and immunity respectively. Reinforcing the connection between ginkgo and healthy brains, Magnolia Plus Ginkgo launched its first Magnolia X Tutor Activity for high school students preparing for their entrance examination. Renowned tutors in Thai language, English language and Mathematics were brought in to provide tips to 500 students – most of whom attended the session online due to COVID-19. To be eligible for the tutorial session, students only need to buy any two packs of Magnolia Ginkgo product. TEAPOT The spirit of innovation at TEAPOT continued as the brand expanded its range of sweetened condensed milk in squeezable tubes. TEAPOT Matcha Green Tea made its debut in November 2019, followed by TEAPOT Mango in April 2020. The two new products drove a nine per cent increase in unit sales of TEAPOT, further reinforcing its position as the No.1 brand in the flavoured sweetened condensed milk market. Further brand-building was achieved via a new TV commercial, emphasising the fact that TEAPOT is the only sweetened condensed milk in tubes that contains fresh milk. TEAPOT also launched a loyalty campaign through LINE app in July 2020. Called TEAPOT Happy Rewards, the programme offers attractive prizes from cash vouchers to golden necklaces. Another loyalty programme was rolled out for over 20,000 hawker customers with premium products and stall decorations as the reward. TEAPOT also sported a new look – with a revamped logo and a more modern packaging since September 2020. Footnote: F&N Dairies (Thailand) Limited ranked first as a manufacturer in both value share and volume share in total Condensed Milk Market since 1 August 2016 to 30 September 2020. The Nielsen retail index report covers Supermarkets, Hypermarkets, Convenience Stores and Traditional Trades. CARNATION Carnation launched a new, healthy variant of its sweetened condensed milk, catering to health conscious consumers. In addition to having zero per cent fat and 25 per cent reduced sugar, the condensed milk is made with quality milk from New Zealand, that boasts the highest milk powder content in its category, promising a “tastier and more milky aroma”. Its launch in January was accompanied by a 360° online and offline communication campaign, complete with in-store sampling and displays. For the second year running, Carnation ran a four-month nationwide campaign, CARNATION AROI THUENG JAI, AROI GRAI KAB NADECH, offering weekly prizes of gold and iPhones. Using social media and various point-of-sales activations, the campaign helped to drive top-of-mind awareness. Sales in the evaporated milk category were also very encouraging, driven by home consumption. This was boosted by online and cross-category displays which led to higher participation and growth in sales volume year- on-year. BEAR BRAND Maintaining its leadership in the sterilized milk category, Bear Brand ran a campaign underlining the health benefits of milk. The overriding message was that Bear Brand Sterilised Milk “nourishes you everyday”. TV and online ads aired from July 2020 depicted mothers serving their families Bear Brand Sterilised Milk, equating it with love, warmth and care.