The company will also boost its target groups to three - Bangkok, outskirts and upcountry - to accelerate branch expansion to 200 branches by 2010.

General manager Choompot Tantisoonthorn said yesterday that the company planned to start renovating its 153 branches nationwide next year. He said the company was usually able to renovate 20-30 per cent of its branches each year but that the renovation budget for next year was Bt100 million.

The reason for the new logo is to show that Swensen's in Thailand is the same as the renowned Swensen's in the US.

Swensen's (Thai) has won the right to expand franchisees to 10 countries in Asia and 10 countries in Middle East. So far, the firm has six branches in Kuwait, Dubai and Saudi Arabia. Next year, it plans to enter Oman and open one branch there, plus Qatar (one branch) and India (15 branches).

Choompot said the firm might look to set up a factory abroad next year, as production in those countries was a worth investment. Currently, it exports all ice-cream products. Sales from the three current markets account for 5 per cent of the firm's annual sales. But the company expects the proportion will increase to 30 per cent.

In Thailand, Choompot said the main strategy next year was "segmentation". It will also target the outskirts of Bangkok and upcountry to serve more customised products, prices, shop formats and services. The strategy aims to make Swensen's look friendly to people in all areas rather than its expensive ice-cream image, he said.

Consumption in Thailand is very small at 1.5-1.6 litres per person per year, compared with Malaysia and Japan, where people eat 6-7 litres and more than 20 litres per person each year, respectively.

Nitida Asawanipont

The Nation