Federbräu's key executives (from left): Asawin Rojmethatawee, Media & Communication Director; Suphasiri Denchatphan, Brand Manager, Federbräu, Toranin Kiatichai, Brand Director, Federbräu, Edmond Neo Kim Soon, CEO, Beer Product Group; Raymond Poletti, Assistant Global Marketing Director; and Thanaporn Sukchote, Senior Marketing Officer
According to market researcher ACNielsen, the premium product markets in Southeast Asia shows promising growth, especially in the beverage sector (103% growth). Thailand, meanwhile, ranks second for premium market growth at 24%, followed by Indonesia with 42%. This growth is the result of customers urbanising and having more spending power. These urbanised customers are willing to spend more on better quality products, rather than higher quantities. Also, they tend to seek new experiences through premium products.
Consequently, brands and products have to adjust in order to cater to different levels of consumer needs to provide better products and experiences. In response to the growing premium market, international brewer Federbräu takes its new venture to the premium market with a fresh image, communications and marketing strategy.
Explaining the success factors for premium products, Edmond Neo Kim Soon, Chief Executive Officer Beer Product Group, said: "To be successful in the premium product sector, the brand needs to hold on to innovative production, customer aspirations and desires, and competitive prices." A German-inspired premium beer brand, Federbräu is the first and only brand in Thailand that uses German Single Malt imported directly from Germany, which provides unique flavour with 5% alcohol content. German Single Malt is the finest single sourced malt from Germany. This results in a unique German flavor and bouquet which definitely differentiates the brand from others.
Packaging designs that exude premium characteristics tend to appeal to modern customers. With this in mind, the all-new Federbräu features new packaging which showcases the PSL bottle label, sleek new cans and a new logo design inspired by Bauhaus design school. Bauhaus is the German design philosophy of using clean lines to create a sleek design, representing a simple and timeless piece of work. This is clearly seen in all levels of Federbräu’s packaging.
Meanwhile, the more competitive pricing – 5% to 10% lower than the No. 1 brand in the category -- enhances brand accessibility among customers.
The new Federbräu began distribution across Thailand through various channels in February. The brand also plans to distribute its products throughout Southeast Asia, targeting growing premium markets like Thailand and Singapore.
Federbräu is believed to be a catalyst for entering the premium market and for becoming one of the top two premium beer brands within ten years.
Source: www.federbrau.de
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