Collagen drink for men

"The health-conscious trend among men is strong. So we see a good opportunity in opening a new market," marketing manager Sompoch Chavalvechakul said.

For this year the company will work on building awareness for the new drink, aimed at health-conscious men aged 25 and up, through advertising on TV, radio and in the print media. Promotions will feature at Skytrain stations and point-of-sale.

Activities would also be arranged, such as co-promotions with the Fitness First chain.

"We plan to focus on educating the target group on the functional benefit [nutrients] of the product rather than the emotional benefit [beautiful skin] because men are usually keen on the real merits of each product. They are also more rational than women when buying products," he said.

The 45cc-bottles priced at Bt58 will be distributed through modern trade and convenience stores as well as its own channels.

The company's sales target for this year is Bt80 million.

As the first in the market, Scotch had to take a certain risk but it had confidence in its marketing research which showed there was a demand for collagen drinks for men.

Two years ago, the company launched Scotch Collagen-E for women, which achieved Bt150 million in sales last year and is expected to bring in over Bt200 million this year.