The recent integrated marketing activities of Foremost Friesland (Thailand) to promote its Foremost 55 brand can be viewed as an attempt to set a new standard in cow’s milk in Thailand. The company’s television commercial encouraged younger generation Thais to opt for cow’s milk products to ensure an adequate daily intake of nutrients. The company also ran a raffle competition to boost sales, leveraged by the power of social media sites. The campaign is expected to see Foremost maintain its leading position over the forecast period.
The launch of Foremost Yummy in 2013 to tap into demand for premium full-fat fresh/pasteurised cow’s milk in Thailand is likely to achieve positive feedback as it offers a distinct value proposition as well as an alternative dark chocolate flavour. In terms of price point, its higher unit price of Bt15 per 200ml could be a barrier to growth. However, the brand is likely to run promotional campaigns to boost sales over the forecast period.