Charoen Pokphand Foods PCL (CPF) expands share of its premium sausage brand “Bucher” with high quality and good taste to capture young generation consumers and trendsetters presenting by the new presenter “Nont Tanont” which targets to boost sale revenue by 25 percent.
Mr. Vitavat Tantivess, Executive Vice President – Corporate Marketing of CPF, said sausage market in Thailand has various group which “Bucher” ranks as leader in premium market for years. This sausage has special quality texture, crispy skin, strong flavor and more delicious.
“The product development to server consumer’s need, new packaging, sale point via convenience stores and leading department stores nationwide and strong marketing strategies to unveil new presenter ‘Nont’ through a detective story will draw more customers and boost sale to grow by 25% as target,” said Mr. Vitavat.
“Bucher” in the new package will have three tastes including Schweinewurst Schweinewurst Chilli, and Cheesewurst. Its sale through 7-11 convenience store accounts for more than 50%, growing in line with the store expansion. In addition, Bucher has variety products to serve consumer’s demands at other store such as Makro and leading supermarkets.
Mr. Vitavat added that the marketing plan of Bucher this year is to unveil “Nont Tanont”, a young popular singer, as the product’s new presenter. This pop singer will also present in a short film under “Bucher Pleasure Hunter”, a detective and exciting concept to promote Bucher sausage. The 2-minute short film will be broadcast mainly via online channel as well as television, out of home media, and marketing campaign at sale point throughout this year.
The company also plans to launch a special promotion campaign for both consumer and fan club under “Pleasure Hunter with Nont Tanont” concept. The activity will be held on July 21, 2019. With every purchase of Bucher at Bt200 will get a lucky draw for entrance ticket and also gold necklace worth Bt20,000 every week via Facebook Page : Bucher Thailand. The campaign will start on June 15 until July 15, 2019.