Its strategy is to cooperate with partners, and its first venture will be with the Major Bowl Group, a subsidiary of the Major Cineplex Group and which operates Major Bowl Hit bowling and karaoke venues.

The first campaign, "Major Bowl Hit and UFC Super Bingo Bowl", is being held now through March and cost Bt10 million.

Although UFC has been operating in Thailand for more than 30 years now, the company has been very quiet during the past eight years, due to internal problems.

Vice president Ouychai Rangchaikul said the company was ready in terms of both manufacturing and human resources to build awareness again.

He said Major Bowl Hit's 21 branches had an image of being trendy spots for teenagers to frequent. Young people account for 80 per cent of its 150,000-200,000 customers each month.

UFC believes the partnership will help it build the same trendy image. The company will also sell all of its products in Major Bowl Hit branches for one year.

Ouychai said UFC expected to have other joint activities with the Major Bowl Group and other companies in the Major Cineplex Group in the future.

UFC has also scheduled February 12 for the official launch of its new Chooze vegetable juice.

The Major Bowl Group, meanwhile, expects the "Major Bowl Hit and UFC Super Bingo Bowl" campaign to help increase its revenues 10 per cent, said deputy chief Arthorn Techatantiwong.

The company last year achieved its revenue target of Bt600 million. This year, it expects to increase revenues to Bt700 million through aggressive marketing and the opening of seven more branches, giving it a total of 600 bowling lanes.

Nitida Asawanipont

The Nation