by FoodBizDaily.com staff writer Bangkok
November 26 2009 - General Candy, the manufacturer and distributor of Hartbeat candy, has set aside a $2.4 million marketing budget for next year.
The company is doing this to survive and thrive in Thailand’s $194 million saturated candy market. The company has also launched its ‘Legends of Love Forever’ campaign to boost New Year’s and Valentine sales.
Noppadol Rungweerakulanant, marketing manager, General Candy Co., Ltd., the manufacturer and distributor of Hartbeat brand candy, discloses that the $2.4 million marketing budget is designed to promote its trademark liquid-centered candies, which now comprise 40% of total sales. In addition, Hartbeat is adding 8 new flavors of hard candy to its existing 30 flavors, plus introducing 2 new jumbo liquid-centered candies.
The company has recently launched its ‘Legends of Love Forever’ campaign to celebrate the 25th anniversary of Hartbeat candy. The campaign runs from now until February 2010 to capitalize on the New Year’s to Valentine’s Day candy season.
Thailand’s candy market, with a value of around $194 million, now sees only 4-5% annual growth. (The hard candy market is $106.7 million.)
General Candy’s sales grew by 25% in the first ten months of 2009 -- significantly higher than the expected 15%.
Hartbeat Candy currently holds 20% of Thailand’s hard candy market.
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General Candy Company Limited.
Address: 51/3 Soi Chaengwattana 41, Parkred, Nonthaburi 11120 Thailand
Telephone: (66) 02 980 9206-12
Fax: (66) 02 573 1095
About General Candy Company Limited.
General Candy Company Limited. was founded in Thailand in 1983 and the success has been towering. The star-product of General Candy is Hartbeat Love candy, unique product with heart shaped candy became well known and broadly accepted by consumers locally and overseas. In Thailand, its products are sold in all channels nationwide; convenience stores, supermarkets, hypermarkets, retail shops, wholesalers, and etc. For overseas market, the company has exported products to more than 30 countries worldwide mostly under exclusive basis. All of its products have become descriptive for a quality product. Plus, the company also accepts private label products manufacturing.