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Players in the beverage market, however, enjoyed both good sales and great brand awareness.

Two major drinks players, Oishi Group and TC Pharmaceutical Industries, succeeded in achieving their sales targets of 30 per cent.

Oishi's marketing plan was awarding lucky buyers of any of its beverages - Oishi green tea, Amino OK functional drink and Seiki orange juice - trips to Japan. Including advertisements and other marketing activities, the company spent about Bt50 million on the Japan Tour Green Tea campaign.

TC Pharmaceutical Industries, with Puriku white tea as its main drink, tapped the high popularity of singers Golf and Mike by using the duo as presenters for its new marketing campaign.

The company's new advertisements tie the brand to many activities of the vocalists through sponsoring their new albums, concerts and soap operas. That strategy will run to the end of the year.

It also has a plan to expand its Puriku production capacity, marketing manager Suwandee Chaiwarut said last week.

Beverage-makers were also luckier in that they could continue turning in an impressive performance after enjoying the high selling season during the summer, unlike air-conditioner makers that rely heavily on weather and economic conditions.

The hot season usually accounts for 15 to 20 per cent of annual beverage sales but 60 per cent of air-conditioner sales.

For the remaining months of the year, Oishi plans to focus on new product launches rather than marketing campaigns like last summer, CEO Tan Passakornatee said.

Oil prices, inflation and consumer confidence that might be shaken at any time are still the major concerns, Suwandee said.