Prantalay Marketing, manufacturer and distributor of Prantalay frozen seafood products, is planning a Bt20-million marketing campaign that it hopes will drive its sales to a new target of Bt1.1 billion this year.
Anurat Khoksai, left, chief marketing officer and chief operations officer at Prantalay Marketing, and some of his staff display new items for the ‘I Love Sushi by Prantalay’ campaign, for which the company has earmarked a marketing budget of Bt20 million. The campaign - and the products that go with it - will be called “I Love Sushi by Prantalayâ€.
The company announced its sales had reached Bt750 million in the first nine months of the year. Thirty per cent of this figure came from ready-to-cook frozen seafood products, 33 per cent from ready-to-eat frozen seafood products, 35 per cent from Sushi products and the rest from other product categories.
Chief marketing officer and chief operations officer Anurat Khokasai said the company believed it could make more than Bt250 million in the final three months, because of better economic conditions and an eased political situation. Moreover,
The company plans to increase its share of the sushi market by launching a new premium-quality brand called I Love Sushi by Prantalay aimed at what the company calls B+ consumers and above.
The new brand will be distributed through two channels: modern retail-trading outlets around the country; and a delivery service covering
As well, Prantalay plans to invest Bt10 million to enhance its modern trading image by modifying the appearance of its shop displays to make them more eye-catching.
Since it claims to take quality and freshness seriously, the company has selected certified sushi chefs of three standards - gold, silver and bronze - and each chef will wear a badge attesting to his skills on his chest.
Prantalay believes the campaign, together with improved business conditions, will help it make Bt350 million in sales before the end of the year.
Anurat said the sushi market was growing steadily. The value of sushi sold in restaurants and Japanese eateries is Bt6 billion a year, while sushi sold at modern trade outlets is worth Bt500 million. The market value is expected to increase 30-35 per cent next year as a result of greater popularity for healthy foods.
Prantalay plans to achieve a 70-per-cent share of the modern trading market for sushi by achieving additional sales of about Bt100 million through this channel.
Currently, the company makes about Bt400 million a year from frozen seafood. This is expected to expand 25-30 per cent next year, nearly doubling Prantalay’s share of the Bt3.5-billion frozen-seafood market. The company expects an 11-per-cent share of frozen-seafood sales through modern trade outlets. These alone are expected to grow about 30 per cent next year.