Nestle's Bt100m toddlers' milk push
Roland Stieger, left, Nestle’s executive manager for dairy and creamers, and Duangporn Tanpoonkiat, brand manager for child nutrition, introduce the new marketing campaign for Bear Brand Advance Protextion yesterday.
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Nestle (Thai) is spending Bt100 million on penetrating the growing-up powdered milk segment with its Bear Brand Advance Protextion line.
The company yesterday kicked off a 360-degree marketing programme with the launch of a communications campaign called "Immunity Can Be Built Up - Learning from the Under Water World" to stimulate the premium growing-up powdered milk segment. The Bt100-million campaign will be run for six months. Bear Brand Advance Protextion has already gained a significant 10.4-per-cent share of the market in its first seven months. This success shows that latest innovation developed by Nestle responds well to the need of mothers to enhance their children's immunity system, said Roland Stieger, executive manager for dairy and creamers. "Nestle believes that the immunity built from within is crucial to both children's development and learning ability," he said. Although the overall powdered milk market for children over the age of one is stagnant, the premium segment enjoys steady growth. With its powdered milk products, including Bear Brand, Nestle is the market leader, according to ACNielsen. In this half, Nestle is looking at a marketing budget of over Bt100 million, of which 60 per cent will go to above-the-line activities or media advertising such as TV commercials, print advertising and radio spots, together with sales support promotions. The remaining 40 per cent will go to below-the-line activities - with emphasis on public relations and event marketing - which are aimed at reaching consumers more directly. Duangporn Tanpoonkiat, brand manager for child nutrition, said Nestle aimed to increase its share of the powdered milk market from 46 per cent currently to 49 per cent by year-end. Bear Brand Advance Protextion is expected to rise to the top of its segment with a share of 14-15 per cent in a couple of years. The growing-up powdered milk market was worth at Bt7.8 billion last year and is expected to grow not more than 4 per cent this year due to economic difficulties in the first quarter and the faster rate of switching from powdered milk to liquid and UHT milk for children, Duangporn added.
Kwanchai Rungfapaisarn The Nation
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