TIS Worldwide Marketing has plans to capture a 25 per cent share of the market by the end of 2004. The brand is positioned as an "image drink for upscale and sophisticated young consumers," said managing director Thep-Ard Kawin-Anan. Comprising five per cent alcohol in four fruit flavours - Strawberry Delight, Lemon Fizz, Passionate Orange and Eden Apple - the 300ml drinks are aimed at 18- to 30-year-olds.
"The RTD market has a bright future because the product matches with the lifestyle of new generation consumers," he said. Indeed, the market, valued at 1.1 billion baht, has seen a tripling in terms of consumption over the last three years, with the sector also being the alcoholic beverage market's fastest-growing in recent years.
The first TVCs broke weeks ahead of the drink's launch to give Nite maximum exposure ahead of new government regulations prohibiting the broadcast of alcohol ads between 5am and 10pm.
"We planned to launch at the beginning of the peak season in October, but it's hard to introduce a new drink with (limited) TV advertising," a source said. The new rule went into effect on October 1.
The TVC is supported by radio, cinema and outdoor ads. Thep-Ard said that event marketing would also be "fully utilised". The full-on campaign leaves little to chance with competition expected to intensify in the last quarter. "The new legal requirements have made all alcoholic products marketers work harder to gain market share," Thep-Ard said.
The RTD alcoholic drink market is currently led by Caldbecks Macgregor's Bacardi Breezer, which has a 38 per cent market share.
Vodka Cruiser and Dr Thirsty's have a 15 and five per cent share respectively.
At 50-60 baht per bottle, Nite is priced below the 100 baht and 60 baht tags on Dr Thirsty and Vodka Cruiser.