BANGKOK, May 30, 2022 - (ACN Newswire) - Srinanaporn Marketing PCL (SET: SNNP) Senior Executive Vice President Business Division I, Mr. Wiroj Wachiradechkul gave an impressive interview about his marketing strategy and company vision which have been the key factor driving SNNP a fast-growing FMCG company in Thailand and soon the region.1. What was the key to success that significantly drove SNNP's business performance in 2021?
First of all, long-term planning is essential for an FMCG business. Before launching new products, we always do consumer research to find consumer demand. Therefore, business performance in 2021 is the payback for our hard work over the past three years. In addition, we have a variety of products, mainly snacks, and beverages such as Bento, Jele, Magic Farm, Lotus, and 20-30 other brands. When in the low season of one product, we have other different options to offer the customer. This is why our performance was quite good throughout the whole year.
Second, we have the products that position the market leaders, Bento and Jele, to which we have consistently penetrated marketing activities. For the F&B industry in this country, I have seen any Thai brands that cover up to 70% market share. And both products are from the same company. Thus, today our well-planned tree has grown by leaps and bounds. This is the first step. The result from Q1/2022 will probably come out even better than the year 2021.
2. What has been the strength that makes SNNP stand out from competitors in the market?
Srinanaporn Marketing Public Company Limited is originally a Thai company. Executives have been in this business for over 30 years. We know the needs of consumers, retailers, wholesalers, and, thereafter, the comprehensive method for product development. This is the first one. Very important. Once the products hit the market, everyone tries them and feels delicious, mellow, and safe. This is the strength of product development we have adhered to for over 30 years. And today, it's still the same generation. After that, when the products become popular, we launch marketing campaigns to extend market share.
The second phase was when we listed the company on the stock exchange. We had to change the structure and bring in professionals whose experience could help us improve our operation and management. Those working with us before will see that the current process and management have differed from the past. We have adjusted ourselves to accommodate future consumer changes.
They said that big fish nowadays could not eat little fish because it is more adaptable than big ones. But another aspect that I think is also very important is the marketing strategy. Assuming there are 100 products in the market. Maybe only five would be successful. Concept of placing products and doing market research to find the actual demand of consumers must be precise. The key is to turn consumers' needs into products they must purchase.
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