Sealect Tuna Plans B200m Makeover20 June 2012
THAILAND - T-Holding Co, the distributor and marketer of Sealect canned tuna, is rocking Thailand's 6.3-billion-baht canned fish market with more aggressive marketing plans, including 200 million baht for rebranding.
It plans to double its sales to four billion baht within five years, reports
Managing director Wichai Iamsangchan said the budget will be used to relaunch Sealect canned fish brands and Fisho fish snacks.
Sealect tuna will have a different logo and packaging to create a premium look. It relaunched the new look early this month, with TV commercials slated for the end of the month, followed by cooking shows and a roadshow.
The company estimated the total market for canned fish at 6.3 billion baht last year, up by six to eight per cent year-on-year.
Of the total, 600-700 million baht is for canned tuna. Sealect is the market leader in this segment with a 45 per cent share, according to the company.
Since the domestic market value is small, the firm will launch big marketing campaigns this year to stimulate local consumption.
It believes overall sales this year will top one billion baht, with Sealect capturing half the market value.
Mr Wichai estimates the canned tuna market will boom after the Asean Economic Community takes effect in 2015, creating a regional market.
T-Holding, a unit of Thai Union Frozen Products Plc (TUF), the world's largest canned tuna producer, expects Asean consumers will welcome greater alternatives.
"As the market leader, we're confident in our brand's popularity and 20 years' experience in supplying canned tuna worldwide via our parent firm, TUF," said Mr Wichai.
T-Holding will also relaunch its canned sardines and Fisho fish snacks. It aims to lead the fish-snack market in five years from being among the top three today.
Mr Wichai said sales of T Holding were two billion baht last year, expected to expand by 15-20 per cent this year. Some 60 per cent was from the Sealect brand, 30 per cent from Fisho and the rest from pet food.
The company also exports canned tuna to Indonesia and has ambitious plans for regional leadership.
It started marketing campaigns in Indochina last year and plans to launch a new recipe in Asean, Mr Wichai added.
TheFishSite News Desk