Jele begins sales blitz with new flavours
Jele presenters display two new flavours – Jele Super Light Summer Fresh Orange Splash and Lichee Splash – at Central Plaza Lat Phrao yesterday.
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Srinanaporn Marketing Co, the firm behind the Jele brand, expects sales growth of up to 50 per cent in the summer period after spending Bt30 million to launch two new flavours, according to the company's marketing director.
The two new flavours are Jele Super Light Summer Fresh Orange Splash and Lichee Splash, Surachai Chonglert-varawong said. The marketing campaign will include advertising in cinemas and a national road show with one million free samples given away. This is the first time the company has launched a marketing campaign in the summer period, Surachai said. "We believe this is a good time to introduce ready-to-drink jelly as it will compete with fruit juice and others drinks in the market," he said. The company expects sales of up to Bt210 million during the three months of this campaign, which will run until the end of June. The company also plans to launch other marketing campaigns worth Bt36 million in the second half of this year. With the Bt30 million for the summer campaign, the total marketing budget for this year is up 10 per cent on last year. The company expects sales of Bt564 million this year, up 12 per cent from its sales of Bt504 million in last year. The company now enjoys a share of 70 per cent of ready-to-drink jelly sales, which were worth Bt720 million last year. The company expects its market share to increase to 75 per cent by the end of this year. Somluck SrimaleeThe Nation
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