Myanmar

Competitors

Recently, it can be observed that fruit juice has shown healthy growth with the ongoing health and wellness trends as well as aggressive marketing and product innovation. Malee has been facing strong competition from other brands. In 2012, Coca-Cola (Thailand) Ltd was ranked first with Minute Maid brand and a total 23 percent value share. The company runs a very aggressive marketing campaign using Nadej Kukimiya, a popular Thai actor, as its brand ambassador. FoodStar Inc was ranked second using Deedo brand with a very strong pricing strategy and a market share of 21 percent. Along with its focus on orange juice, which accounts for 25 percent of the company’s total sales, the company has been trying to add more flavors such as Lychee, Strawberry and Grape in order to add more variety for consumers. Tipco was ranked third with a market share of 10 percent. It has always maintained the number one position in 100 percent juice market. Since 2010, the company has focused its marketing strategy to emphasize the superior quality the brand offers above other competitors.

Malee was ranked fifth with a market share of about 6 percent. Around 80 percent of total revenue comes from domestic sales, while the rest comes from exports to the Middle East, Europe, the US, and Asia. Because the company has a strong positioning in premium juices, the Malee brand was ranked in the number two position with value share of about 21 percent, just behind Tipco in the 100% juice market. The company has continued to target the premium segment by using both above and below the line advertising as well as ongoing activities such as roadshows and product sampling.

Not only will Malee face strong competition within the fruit juice industry, but the company will also face strong competition from other soft drinks such as green tea and sports drinks, which are becoming popular among consumers from heavy advertising and product innovation.

Figure 1: Company Shares (by...