Nestle to put more sparkle into minere water

About Bt100 million will be used for expanding production capacity by 30 to 50 per cent and the rest for aggressive advertising and marketing activities.

Prayad Anuchiracheewa, executive director for the water business, said yesterday the mineral-water market showed good growth last year as people were concerned more about health-conscious products. The market grew 10 per cent last year and should increase another 10 per cent by this year-end.

Last year, it spent less than Bt10 million on marketing.

     In relaunching the product, the company is targeting health-conscious women. New advertisements will appear in magazines and on television, and posters would be put in places such as fitness clubs, theatres, shopping malls and the Skytrain. Marketing activities would include having a Minere troupe visit consumers.

"We want to educate consumers how mineral water is different from ordinary water, and about the cleanliness and quality of mineral water. We also expect them to consume mineral water every day," Prayad said.

The company has also worked hard on expanding distribution channels to fitness clubs, convenience stores, theatres, bowling alleys, supermarkets and shopping malls.

With these efforts, Nestle expects Minere's mineral-water market share to maintain its market leader position, rising from the current 61 per cent to 65 per cent by the year-end. It also expects its market share in the entire water market to increase to 16-20 per cent in three years, replacing current market leader Singha.