“Foremost” wins “The Most Powerful Brands of Thailand” for The Second Successive Times

Continue working with Thai Dairy Farmers, delivering Fresh Milk under Dutch Standards to benefit Health of Thais

Foremost dairy brand by FrieslandCampina (Thailand) Plc. significantly reaffirms its strength as Thailand's "Number One" ready-to-drink milk brand which remain unchanged for more than 60 years by felicitously secured "The Most Powerful Brands of Thailand 2016" in the category of Dairy Product for two consecutive occasions. This milestone accolade is grounded on continuous brand awareness program, advanced product development schemes to suit various needs of all family members, and highly effective distribution channel management. Programs to hold both leading market status and increase market share in ready-to-drink milk segment by 1-2% are now prioritized in Foremost's business direction playbook for this year.

"Our recent accomplishment as 'The Most Powerful Brands of Thailand 2016' organized by the Marketing Department, Faculty of Commerce and Accountancy, Chulalongkorn University, is marked as the second continuous title for Foremost after the previous awarding event back in 2014. Retaining this recognition is counted as a challenge for us and the prolific result, based on a systematic survey echoed by actual consumers, tremendously proves that brand value of Foremost exactly meets the jury's rigid criteria on awareness, preference, usage, and image," said Ms. Pimjan Vimuktanonda, Marketing Director of FrieslandCampina (Thailand) Plc.—the manufacturer and distributor of "Foremost" dairy brand.

Foremost's market positioning as a modest dairy brand nourishing every Thai family with superb nutritional values remains unmodified for more than 60 years. Being a Class-leading and affordable milk brand, Foremost is a fruitful result of a longstanding, mutually benefitted partnership among Foremost, eligible Thai dairy farmers, best-in-class dairy cooperatives, and well-resourced raw milk collection centers. The brand, with this unshaken axiom, is widely considered as a preferred milk brand among consumers guaranteed by many findings from credible consumer surveys as well as a large number of awards and recognitions. Three essential brand strategies, additionally, are counted as contributing keys to Foremost's unparalleled market status and perpetually positive consumer feedback. First of all, Foremost always effectively and repeatedly build brand assets and their awareness through the use of media channels that can reach every consumer group—including television commercials and digital media. Activities and social contribution campaigns are also constantly launched to reiterate the brand Foremost and one of highlight campaigns is the "Foremost Takes You Home This Songkran" campaign emphasizing ways to build or sustain one's robust health and the importance of a well-bonded family. The campaign, entering its third year in 2017, literally arranges a transportation for lucky consumers who work in other provinces aside from their hometowns so they can safely return to their homes during the festive Songkran holiday.

Notable campaigns from Foremost that regularly make the headline are the Jr. NBA that encourages Thai youths to play basketball, the Foremost Iron Kids junior triathlon competition which keeps Thai children active under 'Drink move be strong, and the Foremost Milk Bank donation campaign focuses on the delivery of milk and sporting gears to border patrol police schools in need nationwide.

The second strategy is the introduction of cutting-edge products according to market needs with the help of extensive research and development programs. Foremost never stops releasing new products to answer discerning consumers and, in the meantime, promoting benefits of nutrients found in its various product line, be it; 100 percent cow milk, recombined milk, or other related dairy products. With healthy diet trend, the average milk consumption rate of Thais, both young and old, is gradually increasing every year and a thousands of modern day consumers drink milk both in the morning and in the afternoon. To further elaborate, current product lines of Foremost comprise 1) UHT milk—with a wide variety of products that can be concluded as Foremost's largest product category in Thailand, namely 100 percent unsweetened cow milk, flavored milk, which is popular among adults, Foremost Omega for young children, and the premium Foremost Yummy, 2) pasteurized milk, and 3) UHT yogurt and cup yogurt. The third and final strategy is the efficient management process of distribution channels with a nationwide distribution network so consumers can quickly and conveniently purchase all dairy products of Foremost.

Ms. Pimjan added: "On our business direction for 2017, we will respond to desires of every family consumer with newly developed products and we will continue to prioritize on production and distribution hygiene, covering every tiny detail from upstream parties to the end of downstream parties. Our brand and local dairy farmers have been working in sync to improve the quality of raw milk and enforce a mutually trusted quality assurance system. With the help of respected Dutch dairy farmers, we and our contract farmers are now working under the Dairy Development Program (DDP). Furthermore, we always work at our full capacity to improve wellbeing of Thai dairy farmers by partnering with the government to maximize potential of Thai dairy farmers so they can happily and sustainably work as dairy farmers. To ensure our farmers' quality of life, our factory has to be constantly upgraded from time to time in order to maintain the pristine quality of our milk and increase competitiveness so our products can shine in both local and international markets. At present, Foremost has agreed to purchase 350 tons of raw milk per day from 11 verified dairy cooperatives and provincial raw milk distribution centers across Thailand so we can conclude that we are Thailand's largest commercial procurer of raw milk."

Overall market value of ready-to-drink milk market in Thailand is estimated to be at 30 billion Baht and Foremost is considered to be the leading brand in this particular segment with 33 percent of market share. The company plan for one to two percent market share growth by the end of this year to sustain its position.

"Two consecutive titles from 'The Most Powerful Brands of Thailand' are not only our annual recognitions but these also outstandingly shine as a promise of ours. We will keep evolving our brands and products to maintain our leading status in the hearts of Thai consumers," ended Ms. Pimjan.

• ข่าว FrieslandCampina