Puriku unveils fruity white tea
Suwandee Chaiwarut, marketing manager at TC Pharmaceutical Industries, shows off the company’s first sub-brand, Puriku Fruit White Tea, which was officially launched yesterday.
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TC Pharmaceutical Industries, manufacturer of Puriku ready-to-drink white tea, yesterday launched its first sub-brand - Puriku Fruit White Tea - to appeal to younger customers.
"The new Puriku Fruit White Tea will differentiate itself from those existing players in the ready-to-drink tea market by blending white tea with 4-per-cent fruit juice," said marketing manager Suwandee Chaiwarut. "We expect that the new sub-brand product, capitalising on the health benefits of fruit juice, will help shake up the ready-to-drink tea market, which has witnessed a drop of 20-30 per cent over the past couple years," she said. "We plan to increase our share of the ready-to-drink tea segment from 4.8 per cent now to 8 per cent by the end of this year from the new product launch," she said, adding that the ready-to-drink tea market should reach Bt2.8 billion this year. While the regular Puriku brand was targeted at working people, the sub-brand was directed at those aged 18-20. "The first product set to be launched under Puriku Fruit White Tea is the Mixburry flavour," she said. The introduction of the first sub-brand will be backed up by almost Bt25 million, with Bt15 million for marketing activities and media advertising to promote product awareness and Bt10 million for sales promotions. The company expects at least 20-per-cent sales growth this year.
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