Entering the market to create new product brands especially snack products This is considered a huge challenge. because nowadays there are new brands of products It happened a lot. The value of the snack food market is as high as 45,338 million baht in 2021, and the market leader has already taken a lot of share.
Cornista, caramel-coated sweet corn and white chocolate Although it has just been launched for sale in Thailand for only 1 year, but its experience in producing world-class quality productsChiang Mai Frozen Foods” is considered to be one of the professionals in the production ever.
thumbsup talked to Mr. Angkura Pholpipattanaphong DirectorManager of Chiangmai Frozen Foods Public Company Limited about his interest in beating the Cornista market in Thailand.
Mr. Angkura : We have always been doing OEM business and our main market is Japan. It can be said that the main income of the company comes from the production and delivery of goods, which we have tried to expand our products to America. Europe and the Middle East as well Most of the products we produce are frozen vegetables, frozen soybeans, and sweet corn. These products are regarded as a major production base that exports to almost all over the world.
But we also want to expand new opportunities. by creating their own brand And we are looking for products that we can develop into new products. And the product has the potential to market as well.
With more than 30 years of experience in making products for sale in Japan, we see that corn and edamame products are There is demand and opportunity to easily reach consumers. Because we have the ability to make freeze-dried products, we can freeze-dry corn and add a unique sweet taste. “Cornista” released for sale in Thailand
Freeze-dried sweet corn is different from normal crispy. Because there is less loss of physical quality, the taste and quality of corn remain fresher and more delicious.
As for the name Cornista, it comes from Corn + nista. We see it as extending the professionalism of things such as Barista (coffee expert), Fashionista (fashion master). We want to let everyone know that we are professionals in maintaining the quality of corn. It is therefore used as a brand name and corresponds to our products as well. It’s easy to pronounce. should make it easy to remember the brand name as well
New generation with brand communication
We set a fairly wide target group that can be eaten by all genders, ages, and age ranges, but we want to communicate and let the new generation remember the brand first. because they are social surfers Which corresponds to the presenters we have chosen, namely Nong Miya – Nong Seiya Thongjuea, who is a new generation of young women with a bright lifestyle according to their age. And the follower base is a new generation, both school age and working age.
Khun Angkoon : Even though we are experts in producing OEM products, in terms of retail industry We are newbies so everything is difficult for us. So we have to build a new team for every deal in Thailand. Including marketing to communicate with different groups of customers appropriately
The team sees that choosing a presenter to add After being on sale for a year It should make it easier to communicate with buyers and customers. because of our own style of storytelling It is different from letting other people tell stories and Nong Miya, Nong Seiya will be the representative of Cornista in telling the story of the product.
Influencer Branding Strategies
As Cornista is a new brand to communicate with Thai consumers, Suwit Ueasakchai, founder of Brand Matter Plan, is an expert in brand development and personal branding strategies. Become a foundation and pave the way for both online and offline marketing strategies.
Suwit : The brand has been on sale for a year now. With the appearance of the brand, it is thought that with the image to reach young people quickly. At first it did not penetrate teenagers. But with the image of the product and the trend, it is popular in the market. With prices that are easy to access, not too expensive, not too cheap, with snacks for Gen Z with an image Taste and novelty
Criteria for selecting influencers
Suwit: The brand set the problem thatwant to reach consumers We are brand development consultants and marketing media management. think that to do this work to become known faster So I created a launch campaign and chose to communicate through online channels. So choose a strategy. “Internet film” as a supplement to communicate with young people who are New Face groups. turned their attention to the brand Combined with the connection of the two brothers with the taste of desserts that have two flavors.
The main thing we look for in influencers is It has to be a person who is cute, bright, cheerful and friendly because our Branding Persona is to be a product that is easy to carry and delicious. We have selected a lot of presenters. Both the famous people are in the trend. with the new generation who is famous in the online world Well-known, good image, and related lifestyle
Sister Seiya and Sister Miya There is a fan base for each group. but on the group of creating new values May not be soft power but the selection of presenters who are cute, bright, and have an interesting lifestyle Easy to reach new generations, it will help create a good memory for the brand sustainably.
The strategy we will go forward is to make an internet film to build awareness and brand recognition. “Kornista” first, then move on to the subject of various activities and see how feedback is. How well are consumers interested and remembering the brand, or what new engagements are happening?
However, choosing influencers or people who will communicate that brand We choose from care and personality similar to the product. so that the image is in the same way consumers remember Not chosen from people in the stream Because if it’s a very famous person despite the matter of purchasing power But that influencer may not be into our products.
Miya-Seiya and the sweet agent
Miya-Seiya : with daily activities and lifestyles Causing us to spend time in a hurry and find snacks to satisfy our hunger while doing various activities. We’ve been eating cornistas to get to know the brand for a while. It’s more fun to chew and delicious than eating fresh corn. Because we may not be comfortable sitting and eating corn ears. Choosing a cornista will be easier. Just tear the envelope and both flavors, white chocolate and butter caramel. They are our favorite flavors.
Thanks to Cornista for giving us the opportunity to present our delicious and nutritious snacks. can be carried to eat anywhere with pleasure and full of nutritional value
distribution channel
As I said that we are new products. This makes the distribution channels still familiar to us and easy to talk to, such as Foodland, CJ Express, Jiffy, JapanMall and online channels. Because these stores help us communicate fully. and reach consumers well The competition in placing products on the shelf is not as high as the big retailers.
Reaching the New Generation of Consumers In addition to the product must be good The price is tangible. Brand quality and influencers used in brand communication must be appropriate as well.
