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Article: Squid changes strategy with cheaper fish sauce brand, NATION
- Article from:
- The Nation (Thailand)
- Article date:
- July 16, 1999
- Author:
CopyrightProvided by ProQuest LLC. (Hide copyright information)
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PICHAYA CHANGSORN
The Nation (Thailand)
07-16-1999
EXPECTING a continued price war in the Bt3.6 billion fish sauce
market, Thai Fishsauce Factory (Squid brand) Co, said it is planning to
launch a new brand soon to better compete in the lower-end market.
The launch of ''the fighting brand'' reflects an adjustment to the
marketing policies of the country's second-largest fish sauce maker. In
the past, the company would simply cut prices in reaction to price competition
from other producers.
''We're changing our method from participating in the price war to
brand building, and from a sales-oriented position to a marketing-oriented
strategy,'' said Tavee Ruangritdecha, marketing manager.
The fish ...
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