ANNUAL REPORT 2011 - Thecorporatelibrary.net

THAI UNION FROZEN PRODUCTS PCL.
printing output before actual printing. Besides,
TUG also attempts to shorten production lead time
through the entire printing process in order to
achieve greater customer satisfaction.
TUG’s 2012 business plan includes provision and
installation of a rolled sticker printer in response to
stronger market demand. The machine has printing
capacity in excess of 20 million stickers per month.
T-Holding Co., Ltd. (THD)
T-HOLDING CO., LTD. (THD) is a marketing
communications strategy consultant and a
distributor of branded products under “Sealect”,
“Fisho” and “Bellotta” trademarks for domestic
market in Thailand.
“Sealect” Family
2011 saw an overall 6% growth rate in Thai canned
second most dominant brand with 12% annual
growth rate. Nevertheless, Sealect branded products
continued to maintain its leadership in domestic
Thai canned tuna market with robust growth rate
of up to 27% during the year. Throughout the entire
year, Sealect constantly deployed marketing
communications strategy through all available
media. In parallel with the implementation of
marketing communications strategy, continual
of its product offerings essentially to best meet
consumer needs.
Current tuna consumption among Thai consumers
amounts only to 40 grams/person/year. Comparatively,
annual domestic sardine/mackerel consumption
per person stands at 850 grams, or 21 times higher
than that of tuna. Based on the research data,
Sealect managed to launch proactive marketing
efforts to promote increased tuna consumption
among Thai consumers. New products were
launched under “seasoned tuna category”; Stir-fried
Tuna in Chili Paste (Tuna Prung Rod Naam Prig
Paad) and Stir-fried Tuna in Pickled Fish (Tuna Prung
Rod Pla Raa). The two new Sealect innovative
products feature brilliant combination of wholesome
tuna texture and Thai traditional spices and
condiments to create tasty recipes that are much
favored among Thai consumers. Both new products
reported strong consumer feedback on the back
of their two obvious advantages; affordable retail
price that offers excellent value for money for
consumers; and their favorably distinctive taste.
Consumers can enjoy the products right out of
the can, along with freshly cooked rice, with no
additional preparation required. Alternatively,
consumers can also use the products as main
ingredient in variety of delicious dishes such as
fried rice, sandwich, sautéed vegetable, to name
but a handful, simply for the sake of enhanced
among consumers.
In regard to business strategy in 2012, Sealect
market-leading canned tuna producer in domestic
to adhere to its marketing concept with strong
focus on promoting higher tuna consumption
among Thai consumers as alternative substitute
for conventional meat such as pork and
chicken. Canned tuna products have an array of
advantages that suit well with hectic lifestyle led by
Among those advantages include storage and
derived from naturally digestible tuna texture with
low fat yet high DHA composition. In consideration
of these intrinsic value and advantages of its
canned tuna products, Sealect plans to deploy
360-degree marketing communications strategy
with main feature involving suggested product
application in a number of simple, appetizing
and time-saving Thai dishes beyond imagination
of most consumers. Sealect anticipates that the
campaign should boost sales growth and broaden
customer base for canned tuna products in Thailand
by over 20% against an average of mere 6% perennial
market growth per annum in the past.
As for sardine/mackerel products, Sealect aims
to capture new generation consumers through
building their perceptions of Sealect as a decided
brand of choice with attractiveness, modernity
and accessibility and being commonly favored
among the new generations. In order to implement
the brand awareness campaign, major Sealect’s
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