March 2019
Singha has aggressive marketing plan for its seaweed snacks business
Thailand’s Singha Corporation, which sells the popular Masita brand of seaweed snacks, has set an aggressive plan to expand in this segment in 2019.
Titiporn Thammapimookkul, the company's Marketing Director, is optimistic as consumer purchasing power has rebounded. Meanwhile, seaweed snacks are also popular with the Chinese, so the company wants to target this group with marketing activities in Thailand and China.
Titiporn said a Chinese distributor was also appointed to distribute Masita seaweed snacks in Guangzhou last year. Singha also engaged popular Thai actor, Chanon Santinatornkul (Non) to be the brand ambassador for Masita seaweed in various online media in China to build brand awareness and market share. Non is best known for its acting in film Bad Genius in 2017, which was a popular movie in China.
Singha will also introduce new product variations, including a durian flavour and new packaging to fit to Chinese consumer demand. It must be noted that 30% of the Bt 3.03 billion (US$95 million) seaweed snack market in Thailand is made up of Chinese customers. Singha projected that Chinese buyers will contribute 20% of Masita sales in Thailand this year, up from 4-5% last year. Singha also plans to gain an additional Bt 100 million (US$3.16 million) in sales of Masita seaweed snacks in mainland China this year. Titiporn said the seaweed snack market experienced an annual growth of 5% over the past 5 years. He added, “We believe that the seaweed snack market can keep growing this year, partly because of the continuing trend of health-conscious consumers and a gradual recovery of consumer purchasing power.” In the domestic market, Singha aims to increase sales by 20% to Bt 600 million (US$19 million) in 2019. It has also engaged K-pop idol Park Ji-hoon from Wanna One group to become a Masita brand ambassador as it seeks to increase its brand awareness among teenagers aged 12 to 18 years old.



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