The Korean Wave and Gen Z people can be said to be another target group that brands are beginning to pay more attention to. in the case of Ichitan who sees the trend of liking Korean artists without a hint of the new generation
Causing the marketing team to invent a new drink, “Tan San Su”, launched on the market on October 24th. And the response was so good that there was a shortage of products that had to increase production capacity. Until it can be said that this new drink will be a new product group that generates sales until the sales target reaches 150 million baht by the end of this year.
Tan Passakornnatee, Managing Director of Ichitan Group Public Company Limited, said that the K-Pop trend in Thailand is the 6th highest in the world with the value of goods and services of more than 9,636 million US dollars. Mainly from Gen Z consumers to support artists and cultures. of Koreans has been passed on through songs movies and series Until consumers have demand for these consumer products.
In addition, the proportion of the Thai population, Gen Z, with a proportion of more than 23% or approximately 15 million people, equivalent to the total population, was found that they are consumers who spend with emotion and are global citizens who are open to new things. or trends that change in various fields of the world quickly
Therefore, Ichitan sends Tansansu brand drinks, which means in Korean, consisting of “Tan San means Saas” part “Su means water.” Come to penetrate two customer groups, namely Gen Z, aged 13-25 years, and Korean lovers aged 13-35 years who have access to Korean products until they are familiar and are a group of people who are open to new things. other quickly
together with data from Nielsen revealing an overview of the soft drink market in the first 9 months of 2022 with a market value of 42,695.60, an increase of 5.5% from the same period last year.
The 0% sugar soft drink market is growing exponentially. Carbonated soft drinks, black water, 0% sugar, had a market value of 2,732 million baht, growing 20.2%. Carbonated soft drinks, colored water, 0% sugar.
with a market value of 2,026.9 million baht, growing 57.2%
Another interesting piece of information is that from 2019 to 2021, the domestic soju beverage market has grown by more than 100%, representing a market value of over 1,000 million baht, but there are Thai drinkers who want to experience soju-type drinks. but not drinking alcohol Or choose to eat during the time when you want to drink fizzy drinks with a new taste of beverages. Causing Gen Z to review this drink in a very organic way in the past.
However, in terms of flavor, Tanzansu will be released this year, which has developed two flavors, Soju Bomb and Soju Yogurt, which are non-alcoholic fizzy drinks. Along with vitamin C, size 360 ml, price 20 baht per bottle, which since the sale of this drink in late October It was found that there was a good sales trend. is expected to be a dark horse Generate sales by the end of this year up to 150 million baht.
before adding new flavors next year Along with K-Pop artists who will be the endorser of the brand next year as well.
The next year’s marketing budget has been placed at 100 million baht in every degree. Ready to push the sales target for the year 2023 at 600 million baht.
The post [NEWS] TanSanSu Non Alcoholic Korean Soda A new drink that helps “Ichitan” rise again appeared first on Thumbsup.
