Doi Kham laying out Bt150 million as it targets Asean expansion
July 05, 2014 00:00 By Suchat Sritama The Nation 3,921 Viewed
Doi Kham Food Products, an affiliate of the Crown Property Bureau, is pumping Bt150 million into expanding production capacity and marketing as part of plans to spread its wings within the Asean market.
The company has already invested Bt120 million in new machinery at its factory in Chiang Rai – one of its three plants – to boost production capacity for its fruit juices from 3.3 tonnes per hour to more than 8 tonnes per hour.
The rest of the budget is for marketing activities and promotions.
The company has also launched a packaging redesign for its litre-sized products.
The move is part of expansion plans both domestically and overseas, especially in Asean markets. Doi Kham Food Products has already entered Myanmar and Indonesia, and plans to introduce its range in Malaysia and other markets next year.
Executive director Pipatpong Israsena yesterday said the company was currently shooting a new advertising campaign under the theme “Fresh from farm, direct to consumer”. The advert also aims to build awareness of the company by stressing that it sources the best-quality fruit for its juices.
“We will continue promoting the new look and the brand this year, especially for juices, through mass media and new social media,” he said.
The company categorises its juice products into two main segments: 100-per-cent juices such as tomato, strawberry, lychee, mango, guava and orange; and mixed juices such as mulberry and passion fruit.
Doi Kham fruit and other products are placed at more than 10,000 shops and supermarkets around the country.
Pipatpong predicted revenue growth of around 30 per cent to Bt1 billion this year, from Bt860 million last year.
The company has 4-5 per cent of the fruit-juice market, which is valued at Bt8 billion to Bt10 billion a year, he added.