Thailand has been recognised by Foremost as one of its major markets and production bases in Asean, along with Indonesia, Vietnam and Malaysia. Each country has its own milk factory to serve both domestic and neighbouring markets.

Ian Gearing, managing director of the Thai company, said the overhaul was part of Foremost's regional project called "SAP" (Systems, Applications and Products), aimed at integrating all information and improving the communications technology within the organisation.

Enterprise Resource Planning (ERP) software will be installed to integrate all departments and functions across the company.

With ERP, all working departments' computer systems will be combined together into a single, integrated software program that runs off a single database.

"Some part of the investment will also be spent on upgrading our factory, by adding new machines for liquid milk," Gearing said. "The expansion will serve Thailand's growing market for liquid milk, which is growing by double digits annually."

Foremost says its share in Thailand's Bt16-billion liquid-milk market is over 50 per cent.

The company yesterday also announced it would invest Bt50 million in its 2006 marketing campaign for Foremost Calcimex, its umbrella brand for high-calcium milk products.

Actress Lalita Sasiprapa is the new presenter of the Foremost Calcimex product line. Lalita represents Calcimex's core target customers: modern working mothers.

Gearing said that the campaign was aimed at educating and attracting Thai women, particularly working women and young mothers, to drink Calcimex. The company expects to increase sales of its high-calcium milk products by between 20 per cent and 30 per cent this year.

"We are now the market leader in the high-calcium liquid-milk category, enjoying a market share of 60 per cent," said Gearing, adding that the market is estimated by ACNielsen to reach Bt1 billion this year, enjoying double digit growth over last year.

The campaign seeks to alert Thai women that calcium can protect them from bone decay and strengthen teeth.

Calcium is especially crucial for pregnant and nursing women as well as the elderly.

Kwanchai Rungfapaisarn

The Nation