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Prayad Anuchiracheewa, executive director for the water business at Nestle (Thai), said the company planed to expand its customer base by spending more than Bt100 million on an advertising campaign targeting family groups.

"Nestle Pure Life drinking water currently accounts for 28-30 per cent of the PET bottled drinking water market. We aim to increase that share by another 5 per cent this year," Prayad said.

The PET bottle segment now accounts for about 30 per cent of Thailand's Bt14-billion market for drinking-water products. It has enjoyed the most rapid growth, of 10-15 per cent per year, while the rest of the market has grown by only 5 per cent, he said.

Nestle Pure Life PET bottled drinking water is available in three sizes: 0.6 litre, 1.5 litres and 6 litres.

Prayad said Nestle Pure Life was embarking on an aggressive plan for the third consecutive year, using an "emotional marketing" strategy.

"We plan to spend over Bt100 million on a new television commercial campaign under the concept of 'sharing good things among family members'," he said. The campaign follows the brand's success in expanding to new-generation consumers and becoming the leader in convenience stores and modern trade outlets.

The success of its campaign was proved by a 40-per-cent growth last year. This year - the third consecutive year of aggressive campaigning - will see it reach out to family groups.

Prayad said plans included three new television commercials and below-the-line strategies focused on sales promotion and marketing activities with business alliances and retail outlets, to strengthen distribution networks and effectively reach target consumers.

"We'll double our distribution coverage from about 10 per cent of more than 200,000 retail outlets nationwide to 20 per cent this year. We want Nestle Pure Life products to be available at any retail shop near home," Prayad said.

The new 30-second television spots will promote the concept of sharing good things among family members, with story lines featuring love and care within families.

"We're confident the new commercials will enhance awareness of Nestle Pure Life and recognition of the need to drink lots of water," Prayad said.

Kwanchai Rungfapaisarn

The Nation