ThaiNnamthip planning Bt500m boost to production, packaging, efficiency

"This year, the investment budget is increased by 33 per cent on year. From our experience, Coca-Cola in Thailand and worldwide have learned that higher investment amid harsh economic conditions enhances the company's relationship with consumers and trade partners," said Pornwut Sarasin, ThaiNamthip vice chairman.

He said that in Thailand a variety of products would be launched under the existing brands to satisfy new consumer demands. Recently, ThaiNamthip launched Minute Maid Palpi as a new product under the non-sparkling drink and fruit juices segment.

Coca-Cola claims the No-1 position in the non-alcoholic sparkling drink segment, on the support of Coke Zero and other brands. It also claims the leading position in the sugar-free beverage market. In the fruit juice and drinking water segment, which draws a number of competitors, the company says Coca-Cola is the leader in the traditional trade channel.

Pornwut estimates that the ready-to-drink non-alcoholic beverage market, except drinking water in gallons, was valued at around Bt220 billion in 2008. Sparkling or soft drinks are estimated to account for 25 per cent of total market value; fruit juice, 10 per cent; bottled drinking water, 10 per cent; milk, 30 per cent; and tea, coffee, energy drinks and soybean milk, 20 per cent.

"Coca-Cola in Thailand and worldwide have extensive experiences in sailing through economic crises," Pornwut said. "While overcoming the crisis, we also strengthen our business position due to continued communications with consumers and additional investment."

Thailand is one of the 20 biggest markets for US-based The Coca-Cola Company.