New formula boosts milk market

Jorge Pinedo, general manager of Mead Johnson Thailand, said the premium segment, which accounts for half the overall Bt13-billion powdered milk market, grew as fast as 10 per cent - twice the pace of the standard segment.

Consistency in introducing new products is a major factor driving the market in spite of the economic slowdown and worsening inflation, he said.

"Parents tend to switch from having their children consume general milk to products in the premium segment, with more nutrition and scientific proof. They learn which products really maximise their children's development," he said.

The company plans to advertise the new formula milk through mainstream media including television and billboards.

It will also emphasise marketing activities and place ads at all selling points together with more product information in order to ensure the brand is shown at all consumer touch points.

The marketing and ad plan is implemented under its Bt500-million marketing budget allocated for this whole year.

Mead Johnson leads the premium segment with a 60-per-cent share, he added.