Moccona's Bt1-billion pledge
Sara Lee (Thailand) Co Ltd, manufacturer and distributor of Moccona coffee, has made a commitment to its parent company to achieve revenues of Bt1 billion within the next two years.
Marketing director Paranee Cherdvisavaphan said the company currently possessed a 10-per-cent share of Thailand's Bt7.9-billion coffee market.As 90 per cent of its sales are made in Bangkok, the company will focus on increasing sales upcountry to reach its Bt1-billion target. Moccona has already achieved a 38-per-cent increase in sales this year, said Paranee. In particular, sales of its Trio mixed instant coffee products rose 86 per cent, the sharpest growth among all of the company's mixed coffee products. Paranee said that next year, the company would increase sales more than 50 per cent through new products and an aggressive marketing plan. Over the past three years, mixed instant coffees have been the fastest-growing segment of the coffee market. Mixed coffees now make up 53 per cent of all coffee sales, compared with 41 per cent three years ago. Moccona currently commands 6-7 per cent of the mixed-coffee market, making it the third most popular brand. It plans to increase its market share to 8 per cent next year, initially through sales of its new mixed-coffee product, Moccona Trio Espresso. Chalida Ekvitthayavechnukul The Nation
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