THAILAND’s Argentina, Australia, Austria, Azerbaijan, Bangladesh, Bosnia and Herzegovina, Brazil, Bulgaria, Cambodia, Canada, Chile, China, Colombia, Croatia, Czech Republic, Denmark, Dominican Republic, East Africa, Ecuador, Egypt, Estonia, Finland, France, Germany, Greece, Guatemala, Honduras, Hong Kong, Hungary, Iceland, India, Indonesia, Ireland, Italy, Japan, Jordan, Kazakhstan, Kuwait, Latvia, Lebanon, Lithuania, Malaysia, Maldives, Mexico, Morocco, New Zealand, Nigeria, Norway, Pakistan, Panama, Philippines, Poland, Por tugal, Romania, Russia, Saudi Arabia, Serbia, Singapore, Slovakia, Slovenia, South Africa, South Korea, Spain, Sri Lanka, Sweden, Switzerland,Taiwan,Thailand,The Baltic States, The Netherlands,Turkey, United Arab Emirates, United Kingdom, United States of America, Uruguay,Vietnam AN INSIGHT INTO MANY OF THAILAND'S STRONGEST BRANDS
18 12 14 16 36 34 32 40 42 62 60 38 64 Publisher Mike English Country Director Champagne Thiankhwae Marketing & Media Of cer Teerapong Chamegonrak Creative Consultant Pisit Charoenvanitchakul © 2022 Superbrands Published by Superbrands - Middle East 35 BALI-ARDS LANE LONDON N13 IXW United Kingdom Superbrands Thailand Bangkok 10400 Thailand Tel: +66 2026 7418 Fax: +66 2026 7423 E-mail: champagne@superbrands.com No par t of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording or any other information storage or retrieval system relating to all or par t of the text, photographs or logotypes without the written permission of the publisher All of the companies who own the Superbrands featured in this publication have given their consent for the use of the brand name, logotype and photographs shown. Any enquiry regarding a speci c Superbrand should be made to the relevant company. Printed in Malaysia ISBN 0-233926731-1
20 24 30 26 46 48 56 54 52 50 22 28 44 58 Content Foreword The Superbrands Recipe AMADO Bangchak Blackmores Chao Sua Coway CP DOS Life FWD Insurance Giffarine Haier Hi-Kool ICONSIAM Inthanin Krungsri Auto LG Lunio Major Cineplex Mali Morakot MTS Gold Muang Thai Life Assurance Siam Paragon TrueMoney VITADAY Watsons WDC Yok Brand Guardians 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 54 56 58 60 62 64 66
The Superbrands Organisation
A Mark Of Excellence From its conception in 1993 and UK launch in 1994, Superbrands has grown into a global organisation and today operates in more that 92 countries around the world and across five continents – which makes “Superbrands” a truly global brand. Superbrands History Superbrands began life in 1994 as a radio show on GLR (now BBC London 94.9). This broadcast aimed to give ordinary consumers an insight into the significant brands that touched upon their lives. After the success of the show the Superbrands organisation was founded in 1995. Its mandate focused on promoting the discipline of branding and identifying and paying tribute to exceptional brands. At the time it was not imagined that within only a few years the organisation could have achieved such phenomenal success – or be the global authority that it is today. The first Superbrands reference book published in the UK contained brands ranging from international icons such as American Express and Coca-Cola to UK favourites like British Airways and Cadbury. The trend of mixing international and local brands highly rated by the relevant national selection process continues today. Sixteen percent of the brands from that first publication qualified and were featured in the tenth anniversary edition of Superbrands UK, published in 2005. Thirty-eight percent of those brands continue to be members internationally. Two further UK editions, each increasing in size and stature, were completed in 1996 and 1997. This paved the way for the first international Superbrands programme to be launched in Australia. Its publisher was Stephen P. Smith who created the Superbrands concept and founded the international organisation. In 2000, a sustained period of international growth ensued with Denmark, France, Hong Kong, Spain, Sweden and the USA beginning programmes. More recently, Argentina, Canada, Germany, Japan and South Africa have joined the international network. Exceptional growth has occurred in Asia, Europe and the Middle East. Today, Superbrands is the world’s leading brand recognition platform and is established in more than 92 countries around the world. Internat ional operat ions are run on a l icense basis whereby local rights are awarded to experienced and highly qualified individuals. Each operational head forms part of the international editorial board acting as gate keepers to the Superbrands accolade and responsible for the integrity of the programme. Superbrands presents expert and consumer opinion on branding. The organisation promotes the discipline of branding and recognises the exceptional and most valued brands. THINGS YOU DIDN’T KNOW ABOUT SUPERBRANDS Superbrands started life as a radio talk show broadcast on Greater London Radio (now BBC Radio London) in the UK. Superbrands launched in 1994 and the first book was published in London in 1995. Today, Superbrands operates in more than 92 countries worldwide, across five continents. Superbrands has published more than 35,000 brand case histories for over 4,500 of the worlds biggest and most valuable brands. Brands participating in more than 20 editions of Superbrands include international icons such as American Express, Avis, Coca-Cola, DHL, Gillette, McDonalds, Nokia, Philips and Sony. Coca-Cola has participated in over 50 Superbrands programmes around the world. The iconic Superbrands logo is widely recognised by consumers as a mark of brand excellence and distinction. On average, 70% of Asian consumers say that they are more likely to consider buying a brand they see associated with the Superbrands logo. Asian consumers also say that they consider brands displaying the Superbrands logo to be more trustworthy and of higher quality than other brands. • • • • • • • • •
Creative Marketing Superior Products Exceptional Brands
Superbrands Television The SBTV video productions mirror the text and images from the brand presentations in the Superbrands books. This is the most effective way to showcase the brands strengths and Superbrands Status through an important new digital delivery platform. SBTV creates high quality video footage for our Superbrands clients. Brands can use this footage to promote their brand stories of successes to their clients, shareholders, investors, staff, customers and within the brands supply chains. This video can be used on Social Media outlets such as Facebook, Twitter, Google+, and YouTube, etc. to create the viral effect. In addition, the QR codes for SBTV videos can also be used across brands’ above-the-line marketing channels, e.g. television, print, any out-of-home media as well as the TVs at the office reception areas, at conferences, seminars, road shows or conventions. We have also created a SuperbrandsTV site on YouTube where all the brand videos from around the world are posted. To-date, the site has received almost 8.6 million views and has more than 26,000 subscribers. Suggested ways to use SBTV videos SBTV clients can incorporate a QR Code on their existing print advertisements which will allow consumers with Smartphones the ability to scan the QR Code from the print advertisement providing a direct link to the brand’s SBTV video. Consumers will then be able to learn more about the brand and its achievements through scanning the QR Code and receiving the SBTV brand video on their Smartphones. SBTV videos are perfect for brands to run on their company websites and social media outlets such as Facebook, Twitter, MySpace, Google+, YouTube and web sites generally. SBTV is a wonderful and long lasting presentation about the brand for your most important customers and suppliers. SBTVcanbepresented toyour directors, seniormanagement and key executives nationally and internationally. SBTV can be used as an excellent promotional video for visiting dignitaries, senior personnel and other guests. SBTV is a perfect video to run on TV’s in reception areas. SBTV can be used to reinforce your brands’ great achievements and successes at seminars, conventions, trade shows and conferences. SBTV is an ideal video medium to support your investor relations programmes. It will provide the investment community with a better understanding of your brand’s positioning, strengths and value within the market. SBTV is a useful medium for all Human Resources and Staff Development programmes. SBTV can play an important part in your briefings to journalists, researchers, academics and students, and it will underline your strengths and points of difference. SBTV will prove to be an excellent communicator of information about the brand with advertising agency executives, as well as those involved with public relations and corporate communications. For more information visit www.superbrandstv.com & YouTube channel www.youtube. com/user/superbrandstv/videos SuperbrandsTV (SBTV) is a new service offered exclusively to clients of Superbrands. Through our production team in New York, brands which have attained the prestigious ‘Superbrands Status’ can now bring their presentations in the Superbrands books to life through video animation. • • • • • • • • • •
8
The brand conversation grows larger and more complicated with every passing day in our modern, ever-connected world. It’s not just branding anymore. It’s corporate branding, product branding, service branding, and even personal branding. Whether you’re a business leader, a marketing professional, or just a regular chap buying a cup of coffee before a long day in the actual salt mines, branding is woven throughout every aspect of our lives. Whether you’re aware of them or not, every company and every product already has a brand. 8LI [SVO SJ YRHIVWXERHMRK HI½RMRK ERH WLETMRK XLIWI FVERHW LS[IZIV MW ER SRKSMRK TVSGIWW The organisations that invest in building strong brands are investing in a powerful competitive advantage. We all know why brand matters to consumer giants like Apple, Coca-Cola, and Nike. They’ve reached the pinnacle of brand equity. Their brands do the selling and consumers are willing to buy because of how they perceive the brand. But brand can work just as hard for small and mid-sized enterprises and business-to-business organisations as it does for these corporates giants. Especially in this day and age of niche QEVOIXMRK )ZIR & & FVERHW XLEX XIRH XS ¾] YRHIV XLI VEHEV SYXWMHI SJ XLIMV S[R MRHYWXVMIW LEZI found success with strong brands. Traditionally, the data protection space is not focused on brand. The concept of brand was once very simple. The term itself comes from the Norse word ±FVERHW² [LMGL QIERW ±XS FYVR ² 8LI QSHIVR HI½RMXMSR FIKER XS XEOI WLETI EW IEVP] EW XLI W [LIR MX [EW YWIH XS HI½RI XLI QEVO VERGLIVW FYVRIH SR XLIMV GEXXPI (YVMRK XLMW XMQI XLI brand mark became synonymous with ownership. By the 1800s, brand symbols began to represent not ownership, but quality. This shift was, in large part, due to a practice started by wine distributors. They would burn their brand marks into crates of their product to make sure they didn’t get mixed in with their competitor’s product. By 1870, the practice of branding product became so ubiquitous, companies could now trademark their brand marks to prevent competitors from falsely representing their products. 8LEX´W LS[ MX EPP FIKER FYX [LEX HSIW FVERH QIER RS[# 8S ERW[IV XLMW [I LEZI XS HI½RI FSXL “brand” and “branding.” Many use the terms interchangeably, but the fact is the two have WITEVEXI FYX MRXIV X[MRIH HI½RMXMSRW Brand is a perception in the mind of your audiences. It’s an idea. It’s what people think and feel when they consider your product, your mission, your customer experience - all the components that make up your company or organisation. Branding is the ongoing effort to shape your audiences’ (customers, clients, employees, etc.) perceptions. It is a process and strategy that encompasses the steps you take to give meaning to ]SYV TVSHYGX ERH SVKERMWEXMSR &VERHMRK EMQW XS IWXEFPMWL E WMKRM½GERX ERH HMJJIVIRXMEXIH TVIWIRGI in the market that attracts and retains loyal customers. There are a few other terms that often come up in the greater brand conversation as well:- • Brand Experience is the sensations, feelings, and thoughts evoked by your brand identity. It’s the space between your branding and your brand. • Brand Equity is the commercial value of your brand. It’s based on what customers are willing to pay for your name rather than the product or service itself. • Brand strategy is your plan that takes into consideration your audiences, position in the marketplace, and goals as you establish your brand. Brands succeed by:- • Providing clarity of thought and action across their entire operation. • Helping their company and products stand out and above the competition. • Generating new customers while maintaining relationships with existing customers. • Shaping perceptions and earning recognition, trust, and loyalty. • Elevating perceived value while lowering barriers for marketing and sales effor ts. • Strengthening employee recruitment and retention effor ts. • Protecting against negative market and public relations events. • All of these factors work together to build brand equity. With strategic investment in your own FVERHMRK IJJSV XW ]SYV FVERH [MPP WXEVX XS [SVO IZIR LEVHIV XS MR¾YIRGI FY]IVW Mike English (MVIGXSV 7YTIVFVERHW
10 The Superbrands Recipe How to become a Superbrand according to members of the Superbrands Council A Superbrand never knows the word 'best,' it only knows the word 'better.' A Superbrand believes nothing is the best and it needs improvement from time to time while retaining its core personality. Every single complaint and compliment from customers counts for a Superbrand as they are the key to success and their perception toward the brand de nes what the brand really is. What's the most impor tant for a Superbrand is to gain positive perception that exceeds the por trayed brand personality. The signi cant challenge for a Superbrand is to maintain its top-of-mind position in this fast-moving market. Thus, a Superbrand does not compete but it offers differentiation or something that never exists in the market before to always stay in the frontline. Mr. Charn Srivikorn Chairman Gaysorn Land Asset Management Co., Ltd. We utilise the Seikatsusha insights to balance a good mix of traditional marketing tactics and new-world approaches to make sure we resonate with the right target audience with the right touch-points to create the right and desired effects. A Superbrand should stand out as the category leader, to be recognised and acknowledged as superior in the lives of consumers. Being a Superbrand to us means being able to solve, evolve with and revolve around the consumer’s life needs through the application of the best of both communication-approach worlds, using consumer insights as the fundamental ground. As a Superbrand trying to manhandle this ever-changing consumer universe, always remember the mantra – Consumer, Adapt, Consumer. A Superbrand is the sum of its consumers, it is chosen, stays relevant, and endures through time and consumer generations. Ms. Jirapat Kanchanosot Chief Operating Of cer Spa-Hakuhodo Chief of Staff & Organization Development Hakuhodo International Thailand With the growth of digitalisation and online media platforms coupling with the new now-normal lifestyle as the catalyst, the new-world consumer phenomenon has grown extremely challenging for marketers and adver tisers. Brands and communicators must equip, embrace and weaponise themselves with the knowledge of ever-changing consumer landscape to stay innovated and inclusive. First and foremost, for Hakuhodo it’s the word ‘Consumers’. The ‘Consumers’ is the hear t of any brands, they are the reason that brands exist, survive and thrive, if the insights are answered that is. Despite the progressive consumer and communication landscapes, one thing is always de nite, our ‘Consumers’. With the Hakuhodo cornerstone philosophy, Seikatsusha 生活者, knowing and understanding your consumer holistic insights are mandatory, it’s a steppingstone to delivering the right branding and communication pathway and seamlessly blending into the lives of consumers.
Throughout the current pandemic, brands have faced greater challenges in order to survive and be successful in these dark days.The pandemic has seen customers' buying habits change, customers are now making more purchases online which means that many purchases are for goods or services that the customer has no prior knowledge of and that makes branding even more impor tant to allow customers to buy with con dence. Seeing the Superbrands Award Seal on a product means decision making is easier for customers as they can be cer tain that any product or service bearing that seal is one that they can trust and is good quality. Superbrands is a global arbiter of excellence in branding and is present in over 92 markets across the world making it the most trusted name in branding. Ms. Champagne Thiankhwae Country Director Superbrands Thailand Mr.Tharaputh Charuvatana President of Media Agency Association of Thailand and CEO of IPG Mediabrands Superbrands create super unique consumer experiences, by setting impressive stories that build long lasting beautiful memories. Relationships between Superbrands and their consumers, create mutual understanding and bonding, in which turning their consumers into Superbrands Fan.These special bonding requires passion over what Superbrands have been doing creatively, by believing in making differences for their beloved fans, and truly making a difference into our lives & our beloved country. Ms. Maureen Tan CEO Wunderman Thompson Bangkok Superbrands need to be timeless, consistent, inclusive and importantly innovative. Today, brands not only need to stay relevant but also constantly be innovative and as a super brand, successful ones set the category agenda and standards for all. It also needs to have clear values that evolve out of its products, services and across to its consumers - done consistently over time. However, and whenever, a consumer looks at you, interacts with you and experiences you - they need to be delighted through your every transaction. As famously quoted by Maya Angelou “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” There is no holy grail beyond putting the customer at the heart of whatever any Superbrand does – again and again. Ms. JiravaraVirayavardhana Managing Director Ogilvy Thailand To overcome the furious tides of change, a Superbrand must consider doing business in a much more sustainable way. A Superbrand for the future is a brand committed to create impact not just for their own performance but for the people and the planet as well. Apar t from brand and business gains, what we do must contribute to the greater good for our employees and consumers, our community and society, and the world we live in. As clients’ trusted par tner for growth, Ogilvy was tasked with the elusive mission of seizing and creating new oppor tunities despite the decline in the marketplace.Thanks to our sustainable business approach, what we delivered for our clients was much more than growth numbers, but broader forms of lasting impact. The pandemic has been an extremely challenging time.With a bit of innovating and strategy-tweaking, can help many brands get back on track and even come out at higher levels than ever before.The Superbrands though do this and more. Superbrands do and always will understand what customers want and need, adapt through both good times and bad, and build trust by committing to the customers’ expectations, consistently creating meaningful customer experiences.This is rooted in a strong foundation of standing behind great values, not just a great product, and convey this with authenticity, and putting a premium on truth. The uncer tainties are yet to be over. Brands that demonstrate empathy in both their words and their actions, forging a special connection in consumers’ hear ts will be the differentiator to being crowned Superbrands. Congratulations to all that are involved in making them, and you deserve the bragging rights and the spotlights. We salute you. Ms. Pathamawan Sathaporn CEO GroupM Mr. Danai Chanchaochai Chief Advisor DC Consultants and Marketing Communication Ltd. A marketing guru once said: The world is driven by emotions.Therefore, consumers the world over are driven by love, passion, and faith powered by the Superbrands. However, the single most impor tant success factor of becoming a Superbrand is through the speed of trust and the sustainability of that trust. Without trust, nothing can happen. All Superbrands have elevated far beyond the stage of Brand Love to the higher level of Brand Faith. Therefore it is pivotal for all Superbrands to protect this emotional bonding at all costs.When trust is broken, through consumer’s moment of truth which differs from brand promise and expectation, it is most dif cult to regain. Trust is the very soul of a Superbrand. And above all, Superbrand does not only excel in its business category, but will always strive to inspire others and make the whole world a better place to live. That is the true beauty and the power of a Superbrand!
SHOPPING MARKET Amado is a pioneer in the vitamin and supplement dietary business that is equipped with a deep understanding on consumer behaviour and relevant market trends. Amado was founded in 2014 and operated solely through online sales and dealers (distributors). As sales grew, Amado was able to expand their distribution channels to become an integrated wholesale and retail company. Today, Amado’s sales channels include that of their dealers (distributors), online, TV Direct, Retail and Modern Trade. Dealers (Distributors) Thailand: With an extensive network of dealers across Thailand, Amado has stretched its arms to more than 39 dealers and this number continues to grow. All dealers sell via online channels, resulting in a wide breadth and depth of digital and economic knowledge. ASEAN: Amado has also expanded its business to fast-growing emerging countries, including Cambodia, Lao PDR, Myanmar, and Vietnam (CLMV) by selling through local dealers. Online Amado's sales revenue is also attributed to online channels. Social commerce plays an integral role in Amado connecting with consumers and in sales conversion. Amado is looking to further expand its online presence, but customers can already access the company’s products via its website and through the online marketplaces of Shopee, Lazada Lazmall, Central online, Konvy, True Shopping, 24 Shopping and JD Central. General Trade (Kiosks and Stores) With more than seven locations nationwide, customers can find Amado products in well-known department stores. It provides the utmost convenient way of shopping. TV Sales Amado launched Amado Shopping and stepped into the Television Home Shopping business. Special promotions on shows and television advertisements can be seen by customers nationwide. Customers can call-in to redeem and order products with Amado’s highly trained and knowledgeable telesales people. In addition to that, 2021 Amado launched the consignment, as starting partner with numerous partners such as Singha Water, SnailWhite, Nature Gift, I Din Latex Soft Pillow, Purra Mineral Water by Singha, BeNice, D-Nee, Tipco, Select Tuna, Tune Protect. Products from Amado’s renowned partners are supported with their Real-Time Strategic Platform. Modern Trade Amado is increasing its presence across modern trade channels as well. Currently, products are in stores in all of 7-11, Watson, Eve and Boy, and Boots branches. In the near future, Amado is looking to accelerate the expansion to other players as well. Overview Throughout the years, Amado has built its own two-acre warehouse to manage product stocks and logistics through the First in First out (FIFO) inventory method. Demand has risen as a result of the investment Amado has put into both standardising its high quality and effective products as well as a substantial investment in integrated marketing communication campaigns both online and offline. This includes Out-of-Home (OOH) advertising in prime locations, continued appearances on popular mainstream Television Programmes and online. One of Amado’s key marketing strategies is to utilise celebrity endorsements where popular celebrities help to create the strong brand associations of product excellence markets locally and abroad. Amado strives to continue to expand its omnichannel in which customers can engage with the brand and purchase products. Due to a combination of key success factors that include Amado’s team, strategies as well as being a data-driven company; Amado closed off 2021 with an accumulated sales revenue of 2,400 million Baht. ACHIEVEMENTS • Colligi Collagen under Amado was awarded as “Number One Brand in Thailand” by Marketeer magazine and Kadence International (Thailand) in the category of Collagen powder for three consecutive years (2019-2020, 2020-2021 and 2021-2022). • Colligi Collagen brand was awarded as Business+ “Product of the year” from Business+ magazine in Mahidol University for two consecutive years 2020 and 2021. • Colligi Collagen brand was awarded as “Thailand’s Most Admired Brand” from BrandAge magazine for two consecutive years 2021 and 2022. • Colligi Collagen brand was awarded as “EVEANDBOY BEST SELLING AWARDS 2021” from EVEANDBOY. • Internationally, H-Collagen was granted as “2020’s Korea Consumer Satisfaction Award” by Money Today Media in Korea. • H-Collagen was awarded as “Best Collagen of the Year 2021” from Goodlife Good Choice Award 2021. • Amado Brand was awarded “Superbrands Thailand” for two consecutive years 2021 and 2022 from Superbrands. 12
we live for your health R&D Stock Store Catalog Delivery 24 hrs service HISTORY The Amado Group was established on March 24th, 2014, with a registered capital of 43 million Baht, in selling dietary supplements in the health and beauty category. The founding of the company stemmed from the personal values of the founders and from customer pain points that were present in the market. Amado’s Chief Executive Officer, Mr. Tanatrichut Bhuchokanan, believes that Natural must always come before Chemical Products. Under his leadership, Amado has moved forward with products that consist of natural ingredients that have clear health benefits. It is the CEO’s belief that has been proven over and over again that once the consumer supplements his/her health, the positive changes will radiate from the inside to the outside. Alongside with the “Back to Nature” trend that is becoming popular amongst the Thai consumer market, Amado products achieved a positive market response. Furthermore, the understanding of consumers is fundamental to the customer’s initial and repeat purchase decisions. PRODUCT Amado products are manufactured from six OEM factories which are certified by Food and Drug Administration (FDA), Ministry of Public Health and international standards like that of GMP, ISO, HACCP, and HALAL. All of Amado’s products are categorised as health and beauty products. All products are a combination of a higher natural to synthetic ingredient ratio. According to Thai FDA regulations, all advertisements, both online and offline, must be approved beforehand. The regulations also carry a specific set of benefits that can or cannot be used. It is very challenging for the supplement businesses, including Amado, to communicate to consumers. Amado has always abided by both legal and ethical business practices and works tirelessly to ensure that all benefit claims are accurate. Amado’s innovative Research and Development team tests out the benefits and quality of the products before approving them to be sold on the market. By combining the strong knowledge R&D, the company operates and maintains Good Corporate Governance. Amado has its own Research and Development Department to research product ingredients. All products are made from natural extracts in accordance with the emerging non-synthetic chemical product trend. All Amado’s products pass more than 90% of tests in Quality through sampling testing in customer benefits and satisfaction Quality tests are performed during the whole manufacturing process: Pre-Production, Production, and Post-Production. RECENT DEVELOPMENTS Known as the leading brand in Collagen powder, Amado has researched and developed the ingredients of the successful formulas for many years. The company believes that a person’s health can, and should be, at an optimal level. Each individual can achieve this by taking the daily recommended nutrition. Amado’s Collagen products are 100% pure collagen which is one of the most essential proteins for the human body. It directly aids in the support of both bone and skin. Continued product improvement innovation allowed for Amado to be the first to produce and launch collagen convenient to customers. One of the main unique selling points of Amado’s collagen is how it readily mixes with water and is easy to consume as there is no other smell or taste. Always looking to pioneer new products for the Thai market, in the part of beauty. Amado has launched a new product in the Anti-Aging Category, "Amado Gravi Anti-Wrinkle Serum". Skincare product suitable for all skin types. It is enriched with more than twelve active ingredients imported from foreign countries such as Ageless Peptide Capsule from Spain, Collagen peptide from France, Kakadu plum Extract from Australia, and Centella Asiatica Extract from Korea. These ingredients are effective in reducing wrinkles, brightening, moisturising, and skin soothing. PROMOTION Amado’s products are competitively priced as the company aims to offer the best value for money. With the slogan of Amado Shopping – Happy with all orders, the company is catering to the mindset that consumers must be happy to shop with the special offers from Amado. To enhance consumers’ experience, the company utilises data and a real-time strategic platform to better understand and provide consumers exceptional offers. BRAND VALUES For the past eight years, Amado’s purpose has been to provide people products with natural ingredients for better health and living. Vision To be the leading Vitamin and Supplement Expert in Thailand and Asia. Mission Optimise Your Everyday: Amado presents the concept of Optimal Health which refers to the maximum intake dietary allowance in everyday life leading to sustainable health. Brand Promise We Live for Your Health: Amado strives to help people live healthier with a better quality life. THINGS YOU DIDN’T KNOW ABOUT AMADO Amado is a start-up company which was funded by a group of angel investors who initially invested five million baht. In 2014, the company grew from five million baht to 100 million baht within six months. Amado’s growth hit a new high at 2,400 million Baht by end-year 2021. • • www.amadogroup.co.th AmadoThailand Amado @amadoGroup @orderamado
MARKET Bangchak Group, was first established as a refinery whose chief mission was to ensure national energy security. Today, it has grown into a transnational corporation recognised as the Leader in Energy Transition, balancing essential energy security and clean energy transition for a sustainable low-carbon society. Bangchak Group is engaged with the entire energy value chain. Refining and Oil Trading, its core business, is a modern Complex and Niche Product Refinery to produce low-emission products; its premium-grade Euro 4 standard gasohol and biodiesel products distributed through the Marketing Business’ network of over 1,300 service stations across Thailand, complemented by various non-oil business such as Inthanin Coffee, Furio lubricants and EV chargers. Its Green Power Business from the renewable energy businesses operated BCPG, which includes transmissions lines, energy management, and utility scale energy storage. Its Bio-Based Product Business, operated by BBGI, is the largest producer and retailer of biofuels in Thailand, and expanding bio-based High Value Products (HVP). The Natural Resources and New Business Group ensures security of supply for the Group’s core businesses, investing in petroleum exploration and production through investments in OKEA ASA, Norway, renowned for its environmental policies, and Bangchak Initiative and Innovation Centre (BiiC) a Corporate Venture Capital Investor, focuses on new businesses, both domestic and international, as well as building green innovative ecosystems promoting green energy and bio-based assessor of the Dow Jones Sustainability Indices (DJSI) and awarded the S&P Global Sustainability Award 2022 – Silver Class. • MSCI ESG Rating of AA, the highest recognition for the Energy Sector in Thailand, received consecutively since 2018. Bangchak is approaching its fourth decade, and has grown from a local simple refinery into a transnational energy corporation, working with Carbon Neutrality by 2030 and Net Zero by 2050 through the BCP 316 Net Strategy (Breakthrough Performance, Conserving Nature and Society, Proactive Business Growth and Transition, and Net Zero Ecosystem), aligned with Thailand’s national development BCG (Bio – Circular – Green) Economy Model. Bangchak is at the forefront of green power and renewable energy in Thailand, with its network of over 1,300 service stations exclusively offering innovation. Furthermore, it founded and established the Carbon Markets Club to promote carbon credit trading supporting Energy Transition, and initiated a network for future bio-based technology, the Syn Bio Consortium. ACHIEVEMENTS Bangchak is a leading Thai energy company, and a household name in Thailand, and it holds many distinctions:- • First Thai refinery to receive ISO/IEC 270001:2013 accreditation for information security management. • National Outstanding Operator of Occupational Safety, Health, and Environment, since 2017. • Bangchak was assessed by S&P Global, the people from across the world to create an energy business that strives to balance Energy Security, Affordability, and Environmental Sustainability leading the Energy Transition towards a sustainable low-carbon world. Bangchak’s 4S Business Strategy (Security, Synergy, Sustainability, Scalability) and 4 Green Sustainability Strategy (“Green Business, Green Production, Greenovative Experience and Green Society”) remain the fundamental pillars of the organisation. These strategies serve as frameworks, guidelines to ensure that its businesses are able to create long-term value for its stakeholders and enable the company to most effectively contribute to the achievement of the United Nations Sustainable Development Goals (SDGs). Bangchak Group continues to champion sustainable green business, recently announcing its targets to achieve Biofuels - specifically Gasohol and Biodiesel - to its consumers. Bangchak is a pioneer in launching environmental alternatives to consumers, such as the introduction of Hi Diesel B20S, specifically designed to utilise the natural strategic importance of palm oil to reduce dependency on imported crude oil and support local agricultural industries. It is also at the forefront of enhancing Thailand’s EV infrastructure, unveiling the EV charging stations along major routes, which has raised consumer confidence and public policy towards an EV transition. In 2020, Bangchak Group launched the employee-driven internal startup “Winnonie” which seeks to leverage green innovation to enhance the quality of life for taxi motorcyclists, through a vehicle and battery-swapping subscription model to ease debt burden from compound interests 14
associated with conventional channels, and integrating electric motorcycles for motorcycle taxi services. Making the energy transition accessible to all. Bangchak’s well-balanced green energy investments in Thailand and the Asia-Pacific include solar, wind, and hydroelectricity, and advancing into digital energy trading business and utility-scale energy storage. This also includes stakes in lithium mining, which will be a pivotal future raw material during the energy transition. Inthanin Coffee is Thailand’s first Eco Brand, and the first coffee chain to adopt the use of compostable bioplastic cups and strawless lids. It operates as a model of socially responsible business delivering the Greenovative Experience to consumers. RECENT DEVELOPMENTS To ensure the alignment of the Group’s constantly evolving and growing businesses, it developed and adopted the BCP 316 Net Strategy, aimed at enabling energy transition to a sustainable low-carbon society, whose four dimensions focus on tangible and long-term results. Breakthrough Performance: Enhancing integrated High-quality production processes, low-emissions and environmental efficiency enhancements and technology. Conserving Nature and Society: Promoting ecological balance and linkage towards a low-carbon society through natural carbon sequestration strategies, namely Green Carbon (Forest Ecosystems) and Blue Carbon (Marine Ecosystems). Proactive Business Growth and Transition: Transitioning business towards clean energy and the Net Zero target through technology-driven sustainable growth, expanding Green Business to reduce emissions from operations, and explore low-carbon opportunities like Sustainable Aviation Fuel (SAF), Carbon Capture and Utilisation and Storage, and carbon credit trading. Net Zero Ecosystem: Creating a group ecosystem that accommodates the Net Zero target. PROMOTION Bangchak is committed to sustainable business development that protects the environment while integrating green innovation for society. The businesses of Bangchak Group are related to natural resources, focusing on the utilisation of innovation to add value to natural resources and to foster sustainability by adhering to the three main principles of the BCG Economy Model in line with the government’s economic development initiatives. These are:- B (Bio economy) optimising usage of natural resources, C (Circular economy) maximising the reuse and recycling of all resources, G (Green economy) addressing environmental issues, their effects on the earth, and creating sustainability It pioneered the introduction of gasohol and biodiesel into the Thai market and, over the years, have seen Thai society warm up and embrace its use, which serves to enhance Thai energy security by reducing the nation’s dependence on imported crude oil. The use of renewable energy also strengthens the local economy by employing locally produced energy crops - such as sugarcane, cassava, and oil palm - in the production of gasohol and biodiesel. This support of local farmers is a way Bangchak plays a role in the strengthening of local communities and improving the quality of life for the Thai people. Bangchak’s Gasohol and Biodiesel are accredited with the government’s Euro 4 standard, and is the first refinery in Asia to produce and distribute eco-friendly Euro 5 Gasohol E20, and is upgrading its refinery configuration so that all its diesel products comply with the Euro 5 standard by 2022, providing consumers with clean alternatives and proactively addressing environmental issues such as PM2.5. Bangchak emphasises great customer experience by developing service and service stations and doing so in a responsible way, to benefit society and environment. Eco-friendly products, such as premium diesel, and green innovation at Bangchak service stations provide customers with the Greenovative Experience, addressing environmental and energy concerns. The Company focuses on developing non-oil businesses, with ‘Inthanin Coffee’ enhancing the customer greenovative experience with flavourful drinks and tasty bakes. Inthanin Coffee has become a model of eco-friendly business, and is undergoing a period of regional expansion. Bangchak is proud to integrate local communities by featuring local products as premium gifts for Bangchak customers. Items such as eggs, dried bananas, pineapple jam, tamarind candy, and velvet tamarind; items that are uniquely Thai, improve customer experience, and help to decrease market oversupply. BRAND VALUES Bangchak’s vision of Crafting a Sustainable World with Evolving Greenovation, founded on good governance, through inclusiveness and sustainability, continues to propel the company forward into the future, as it positions itself to lead the energy transition. The Company is proud of its corporate culture, passed down from generations of Bangchak employees: “Sustainable Innovative Business Development in Harmony with the Environment and Society” and an employee culture “To be Virtuous, Knowledgeable, and Contributive to others”. THINGS YOU DIDN’T KNOW ABOUT BANGCHAK Bangchak has operations in eleven countries around the world. Bangchak is the largest stakeholder of OKEA ASA, Norway. Bangchak received carbon footprint labels for four of its products from the Thailand Greenhouse Gas Management Organisation (Public Organisation). The Refinery has also been certified in six water-management categories of the Water Footprint of Product Programme from the FTI Environment Institute for Sustainability, making Bangchak the first refinery operator in Thailand to be certified based on Water Footprint of Product criteria. Bangchak is the ONLY Thai Company to be awarded the UN Women Thailand WEP Award for Gender-Inclusive Workplace. • • • www.bangchak.co.th www.bangchakmarketplace.com Bangchak @Bangchak
Good health changes everything Maurice Blackmore, Founder ¦m× ¥~¥ ©}Ô p TQTRSDC !Q@MC p Ë tÔ (2009-2022) qjj² qmm }¥¬ kp ¢Ô §m §} ~ }¥}× ©}¥q× ¦m× ¥© ©}Ô p 2TODQAQ@MCR p Ë tÔ (2011-2022) qjj² qmm }¥¬ kp ¢Ô §m 2011-2022 1.Nielsen AU Pharmacy & Grocery Mat to 2/7/22 Domestic (Retail & Practitioner). 2.2009 - 2022 Reader’s Digest Annual Most Trusted Brands Survey. MARKET Blackmores employs 1200+ people in thirteen markets across Asia Pacific, including Australia, New Zealand, Thailand, China, Korea, Malaysia and Singapore, as well as a joint venture Kalbe Blackmores Nutrition in Indonesia and new market, India, which Blackmores entered in September 2021. Their head office is located in Warriewood on Sydney’s Northern Beaches, with a world-class manufacturing facility in Braeside, Victoria, international headquarters in Singapore and an Innovation Centre in Shanghai. In Asia since 1976, Blackmores has a deep understanding of the region’s complex and diverse markets and how to operate in highly regulated environments. Growth opportunities include the emerging middle-class population, more sophisticated and organised retail, and a broader acceptance of the role of natural health. Blackmores has been in Thailand for over twenty years and has grown to become a leader in the health and wellness category, holding top market share in the domestic Vitamin and Dietary Supplement (VDS) category, and is the Number One VDS brand in Australia as well.1 Blackmores Thailand employs more than 230 people across a variety of roles, including product developers and in-store advisors. ACHIEVEMENTS Blackmores is passionate about giving people the choice to make living well each day a natural way of life. They are industry leaders in developing and marketing products and services that deliver a more natural approach to health, based on their expertise in vitamins, minerals, herbs and nutrients. Blackmores has won the Thailand Superbrands Award for twelve consecutive years (2011-2022). They are Most Trusted Vitamin and Supplement Brand for fourteen years running in Australia (2009-2022)2 and eight years running in Thailand (2011-2018) Blackmores Institute, the academic and professional arm of Blackmores, has received global recognition for their best-in-class-education and training programs, including a Brandon Hall Award for retail online education in Thailand. Recognising that you can’t have healthy people without a healthy planet, in May 2020 Blackmores committed to Net Zero carbon emissions by 2030. HISTORY Founder Maurice Blackmore was an English immigrant whose ideas about health were way ahead of his time. His belief in the health-giving properties of herbs and minerals led him to develop a whole system of healthcare based on naturopathic principles. His views on natural health, preventive medicine, the environment and recycling were nothing short of radical in the 1930s, and his work opened the doors to new ways of treating illness and maximising health. Maurice Blackmore was responsible for starting Australia’s first health food store in Brisbane in 1938 and he worked with colleagues and friends to establish the country’s first naturopathic colleges and associations. His beliefs are still valid today and his teachings are incorporated into the training programs of many natural health practitioners. Marcus Blackmore, Maurice’s son, followed closely in his father’s footsteps studying naturopathy and dedicating himself to the business. With an innovative mindset and as a respected and passionate industry leader, Marcus expanded the company into Asia to make natural healthcare an important part of many people’s lives. 16
This strong naturopathic heritage and holistic approach to health remains at the heart of Blackmores today. By combining our knowledge of nature and science to deliver quality health solutions, Blackmores continues to connect every person on earth to the healing power of nature and give them a choice to make living well each day a natural way of life. PRODUCT Blackmores works with some of the world’s leading raw material suppliers, using premium ingredients sourced from around the world and audited via a dedicated quality assurance programme. This enables transparency over the supply chain, safeguarding quality and alignment to their sustainability principles. Products are developed by a highly experienced and dedicated team of formulators including naturopaths, chemists, scientists and pharmacists, based on in-depth knowledge of the principles and practice of product formulation along with a rigorous and comprehensive review of the latest scientific advancements in natural medicine. Blackmores only produces products that science and tradition support as providing a health benefit to consumers and holds evidence to support all product claims. Products are made in accordance with the most stringent global industry manufacturing standards and government requirements, passing more than 30 rigorous quality tests and checks during all stages of the manufacturing process prior to being released to market. A sample is retained from every single batch produced to cover the whole shelf life of the product to enable ongoing testing and quality monitoring. Blackmores never compromises on quality, always placing the health and safety of consumers at the heart of their business. RECENT DEVELOPMENTS As an industry leader, Blackmores is always seeking to drive innovation. Each year they use local market insights gained through in-depth conversations with consumers and extensive market research to bring high-quality health solutions to the market to achieve category excellence and product in novation in traditional retail, professional and direct-to-consumer channels. Their focus is on meeting consumer needs across five areas: Modern Parenting (preconception to early childhood), Everyday Mental Wellbeing, Move, Core (immunity, cold and flu, beauty and multivitamins), and Pet Supplements, to bring wellness to people and their pets everywhere, every day. Across Thailand, Blackmores has a large user base in pharmacy and health stores supported by 170 retail product advisors and best-in-class marketing and education programmes. They continue to lead the local market across key VDS categories including immunity, inner beauty, nutritional oils and energy, with best-selling products that include Bio C 1000 mg, Blackmores Marine Collagen Absolute, Exec B’s, Blackmores Omega Triple Daily etc. To meet the specific needs of Thai consumers, they recently launched Probiotics + Daily Balance, Sunny D3 Daily Drops. BRAND VALUES Blackmores’ purpose is as true today as it was in 1932. Founder Maurice Blackmore gave people a choice to invest in and take control of their health and wellbeing through the healing power of nature. Purpose Blackmores exists so you have a choice to make living well each day a natural way of life. Vision Blackmores will connect every person on earth to the healing power of nature. Mission Blackmores combines their knowledge of nature and science to deliver quality solutions to bring wellness to people and their pets everywhere, every day. Values Blackmores’ PIRLS values are the heart of their business. Both behavioural and aspirational, these values underpin work practices and decisions and are supported by governance frameworks: • Passion for Natural Health • Integrity • Respect • Leadership • Social Responsibility THINGS YOU DIDN’T KNOW ABOUT BLACKMORES Founded in 1932, Blackmores is celebrating 90 years of helping people live healthier lives through its natural health products. In earlier years, Blackmores’ biggest selling product was its Herbal &Mineral Toothpaste. 1962: Blackmores becomes the first Australian company to be animal cruelty free in the making of its products. 1985: Blackmores was listed on the Australian Stock Exchange under the ticket BKL. 1998: Blackmores sponsored Kay Cottee to be the first woman in history to sail single-handed, non-stop, unassisted around the world. 2012: Blackmores Institute was established with the purpose to improve and promote the quality use of natural medicine through research and education. 2015: The Maurice Blackmore Chair of Integrative Medicine is announced at the University of Sydney in honour of the company founder. 2019: Their ‘B for Earth’ programme in Thailand saw consumers return 18,000 empty Blackmores bottles to be used for school nutrition programmes or recycled to raise money for Rajithi Home for social disadvantaged girls. 2020: Blackmores Sydney Running Festival, which helps 40,000 people achieve their health and wellbeing goals every year, had raised more than AUD $20 million for charity since its inception. 2022 Blackmores launched a new brand campaign. This campaign is based on the universal insight that good health is at the heart of everything they value. It captures the transformative power of good health and wellbeing – physically, mentally and emotionally. • • • • • • • • • • www.blackmores.co.th blackmoresthailand @blackmoresclub
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