Serm Suk spends big on 'Attractive' bottled-water campaign
Serm Suk is steaming up the Bt15-billion bottled-water market through a Bt20-million marketing campaign aimed at boosting sales of its Crystal brand by 30 per cent this year.
Called "Attractive", the new offensive is part of the "Charisma from Within" theme introduced last year when Crystal was relaunched and witnessed a 45-per-cent sales growth, marketing director Dhitivute Bulsook said yesterday.Serm Suk says Crystal ranks second in a market that is growing about 5 per cent a year, where 600 major and small operators are battling it out for lucrative shares. "Competition among drinking-water companies is fiercer as major players have become more aggressive in advertising and promotion, while health-conscious consumers demand more water in PET bottles for reasons of hygiene," Dhitivute said. The company's survey showed that "emotional marketing", involving marketing activities and ads geared towards making people feel good about consuming the products, works well. Serm Suk said it has successfully built awareness that drinking high-quality water would enable consumers to look healthy and smart. Other important factors are Serm Suk's nationwide network of 200,000 shops stocking Crystal water and the company's continued strong marketing activities and campaigns to build wider brand awareness. The company still expects to have more shops selling its products. Industry players this year tend to focus on applying emotional marketing unlike before when they concentrated on "clear and fresh" only, Dhitivute said. Crystal's share is 16 per cent while the market leader has 30 per cent and the third-placed player has 10 per cent, he added. Nitida Asawanipont, The Nation
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