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, Portugal, 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
Publisher Mike English Country Director Champagne Thiankhwae Marketing & Media Of cer Teerapong Chamegonrak Creative Consultant Pisit Charoenvanitchakul © 2024 Superbrands Published by Superbrands Ltd. 35 BALI-ARDS LANE LONDON N13 IXW United Kingdom Superbrands Thailand Bangkok 10400 Thailand No part 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 part 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 Thailand ISBN 0-233926731-1 : +668 8956 5556 : Superbrands Thailand : champagne@superbrands.com 12 14 16 18 48 50 40 42 32 34 24 26 56 58
Content Foreword The Superbrands Recipe AMADO Bangchak Benjarong Rice Blackmores Chaosua Cocoa Dutch DOS Life Dozo Giffarine Haier Hongthai IF Inthanin Khao Shong Krungsri Auto LG Lunio Magnolia Major Cineplex Morakot MTS Gold Muang Thai Life Assurance Nippon Paint Thai Richy Tulip VITADAY WDC 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 20 22 60 62 64 52 54 44 46 36 38 28 30
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. International operations are run on a license 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. • • • • • • • • • 2024 THAILAND’S CHOICE
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. SBTV can be presented to your directors, senior management 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. • • • • • • • • • •
2024 THAILAND’S CHOICE 2024 THAILAND’S CHOICE (consciously or sub-consciou and are willing to “A Superbrand offers consumers significant emotional and/or physical advantages over it’s competitors which Going together will be better than ever..... 8 The Future of Branding Branding is more than just a name, logo, or slogan; it is the entire perception of a company or product as shaped by the experiences, emotions, and expectations of consumers. It encompasses the values, personality, and promises conveyed by a business, aiming to create a unique and lasting impression in the minds of customers. The importance of branding cannot be overstated in today's competitive marketplace, where differentiation and customer loyalty are crucial for success. This essay explores the multifaceted significance of branding, highlighting how it impacts consumer perception, business growth, competitive advantage, and overall market presence. Building Consumer Trust and Loyalty One of the foremost reasons branding matters is its role in building consumer trust and loyalty. A well-crafted brand conveys reliability and credibility, essential factors for gaining and retaining customers.When consumers encounter a consistent and positive brand experience, they are more likely to develop trust in the company.Trust is the foundation of customer loyalty, which in turn drives repeat business and long-term profitability. Companies like Apple and Coca-Cola have mastered the art of branding, creating a loyal customer base that continues to support their products despite the availability of cheaper alternatives. Differentiation in a Crowded Market In a market flooded with similar products and services, branding is the key to differentiation. Effective branding allows a company to stand out from competitors by highlighting its unique selling points (USPs) and creating a distinct identity. For instance, Nike's branding emphasizes athletic excellence and innovation, while also fostering a strong emotional connection through its "Just Do It" campaign. This distinct identity sets Nike apart from other sports apparel brands and resonates deeply with its target audience. Differentiation through branding not only attracts customers but also positions the company favorably in the market, making it a preferred choice over others.
usly) consumers want, recognise, o pay a premium for.” Creating Emotional Connections Emotional branding goes beyond the functional aspects of a product or service to create a deeper, more meaningful connection with consumers. Brands that tap into emotions can foster strong attachments and advocacy. Consider the case of Dove's "Real Beauty" campaign, which focuses on body positivity and self-esteem. By addressing societal issues and promoting a message of inclusivity and self-acceptance, Dove has created an emotional bond with its audience.This connection encourages customers to align themselves with the brand's values and mission, leading to increased brand loyalty and advocacy. Consistency and Recognition Consistency is a crucial element of effective branding. When a brand maintains a consistent message, visual identity, and customer experience across all touchpoints, it reinforces recognition and recall.This consistency helps consumers quickly identify the brand and associate it with specific qualities and values. For example, McDonald's golden arches and red-and-yellow color scheme are instantly recognizable worldwide.This level of recognition simplifies the decision-making process for consumers, as they know what to expect from the brand regardless of where they are. Driving Business Growth Branding is not just about aesthetics or marketing; it is a strategic tool that drives business growth. A strong brand attracts customers, retains them, and turns them into brand advocates.These advocates, in turn, influence others, creating a ripple effect that expands the customer base. Additionally, a well-established brand can command premium pricing, as consumers are often willing to pay more for a product or service they trust and value. This premium pricing contributes to higher profit margins and overall business growth. Furthermore, strong branding can attract talent, investors, and partnerships, all of which are essential for scaling a business. Facilitating New Product Launches When a company with a strong brand reputation launches a new product, it benefits from the established trust and recognition associated with the brand. Consumers are more likely to try a new product from a brand they already know and trust, reducing the barriers to entry in the market. For example, when Apple introduces a new device, it receives significant attention and anticipation because of the brand's reputation for quality and innovation.This trust and recognition make it easier for companies to successfully launch and promote new products. Enhancing Marketing Efforts Effective branding enhances all marketing efforts by providing a clear and compelling narrative that resonates with the target audience. A strong brand story creates a cohesive framework for all marketing communications, ensuring that messages are aligned and reinforce the brand's values and mission.This alignment increases the effectiveness of marketing campaigns, as consumers are more likely to engage with and remember messages that are consistent with the brand they know and trust. Additionally, branding provides a foundation for content creation, social media engagement, and other marketing activities, making them more impactful and efficient. Leveraging Brand Equity Brand equity refers to the value a brand adds to a product or service beyond its functional benefits.This value is built over time through consistent delivery of quality, positive customer experiences, and effective marketing. Strong brand equity can be leveraged in various ways, such as expanding product lines, entering new markets, or forming strategic partnerships. For example, the Disney brand, known for its family-friendly entertainment, successfully extends its brand equity to various sectors, including theme parks, merchandise, and media networks. This extension of brand equity allows Disney to capitalize on its reputation and reach, driving further growth and diversification. Navigating Crises and Challenges In times of crisis or negative publicity, a strong brand can serve as a buffer, mitigating damage and helping the company recover more quickly. Brands that have built a solid reputation and strong relationships with their customers are more likely to receive the benefit of the doubt and maintain customer loyalty during challenging times. For instance, when Johnson & Johnson faced the Tylenol tampering crisis in the 1980s, the company's strong brand reputation and swift, transparent response helped it regain consumer trust and restore its market position.This resilience underscores the importance of maintaining a strong brand image to navigate unforeseen challenges. Conclusion Branding is a multifaceted and dynamic aspect of business that plays a crucial role in shaping consumer perception, driving business growth, and maintaining a competitive edge. By building trust and loyalty, differentiating in the market, creating emotional connections, ensuring consistency, and leveraging brand equity, companies can establish a strong and lasting presence. Effective branding not only attracts and retains customers but also enhances marketing efforts, facilitates new product launches, and provides resilience in times of crisis. In today's competitive and ever-evolving marketplace, the importance of branding cannot be overstated, as it is a key determinant of a company's success and longevity. Mike English Director Superbrands
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 important for a Superbrand is to gain positive perception that exceeds the portrayed 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. Do you know which era are we living in? Is it the 21st century as we know it? Undeniably, the 21st century is likely one of the most transformative periods in modern history, with the recent stirring addition to the digital age, generative AI, making the older version of the 21st century drastically evolved in countless ways, even obsolete. Everything and everyone can become instantly skilled, all-knowing and ‘Smart’ with AI existence and assistance. Instantaneously, marketers have got themselves ‘Smarter consumers’; one click and they are easily ten times more knowledgeable, more equipped with choices to make better decisions, particularly towards their consumptions.We are in the era of ‘Smartsumers’, the world where our consumers make smart decisions from smart eating to essentially smart living with the aid of technologies to achieve ef ciency and sustainability.Your ‘Smartsumers’ are tech-savvy, thorough, open-minded and most importantly, very impulsive; they will maximize the use of AI technologies to enhance their living and purchasing behaviours. And who is your ‘Smartsumers’? Anyone with access to electronic devices? Anyone with access to the internet? That’s almost everyone in Thailand. So, the question is, have your businesses become smarter too? As your ‘Smartsumers’ learn to be ultra intelligent, your businesses should become ultra S(peci c and tailormade), M(arTech and intelligence adopter), A(dvanced content marketing provider), R(OI focused) and T(rustworthy and transparent). As our marketing landscape turns highly progressive, capitalizing on AI and insightful human data, will help you stay smart, and hopefully, smarter than your Smartsumers. MS. JIRAPAT KANCHANOSOT Chief Executive Of cer Spa-Hakuhodo Co., Ltd. Chief Operating Of cer Hakuhodo International (Thailand) Co., Ltd. The Superbrands Recipe HOW TO BECOME A SUPERBRAND ACCORDING TO MEMBERS OF THE SUPERBRANDS COUNCIL
Superbrands outlive generic brands with purposeful consumer understanding. Giving people branded experiences that truly lift-up living qualities & creating sustainablities across. MR. THARAPUTH CHARUVATANA Group CEO of IPG Mediabrands Thailand “Superbrands” are threads of exceptional quality, that represents more than just products or services; but embody the spirit of greatness and resonate with consumers on a profound level. It of course does not come easily with fierce competition, discerning consumers, and the ever-evolving landscape that demands agility and innovation. So what elevates a brand to Superbrand status? • Authentic Connection: Forging genuine bonds with consumers, built on shared values, cultural relevance, and emotional resonance. • Uncompromising Quality: Consistency is paramount. Superbrands deliver on their promises, earning the unwavering trust of their consumers. • Visionary Innovation: Embracing change and lead the way, constantly seeking new and exciting ways to engage and delight. To all the Superbrands recognized this year, congratulations for having these traits to own the Superbrand status.We salute you! MS. PATHAMAWAN SATHAPORN CEO GroupM Thailand and President of Media Agency Association of Thailand 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 important 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! MR. DANAI CHANCHAOCHAI Chief Advisor DC Consultants and Marketing Communications Ltd. 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 important 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 certain 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 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. Apart 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 partner for growth, Ogilvy was tasked with the elusive mission of seizing and creating new opportunities 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. MS. JIRAVARA VIRAYAVARDHANA Chief Executive Ogilvy Group Thailand “In the realm of Thailand's commerce, Superbrands mark a crucial achievement in brand acknowledgment and reputation.This signi cance goes beyond marketing effectiveness; it re ects deep consumer trust and loyalty fostered through a commitment to quality and innovation. Superbrands have adeptly handled economic challenges, evolving with shifting consumer preferences while staying true to their foundational values.This exibility has enabled them to maintain their relevance in a competitive landscape. Additionally, Superbrands play an important role in shaping the economic landscape by upholding high standards of social responsibility. While the recognition of these brands is impressive, their concrete in uence on consumer behavior demonstrates how creativity and strategic insight can pave the way for success. I am con dent that the Superbrands movement will continue to empower brands in Thailand and beyond.” MS. PARATTAJARIYA JALAYANATEJA Chief Executive Of cer VML Group Thailand
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. In addition to business operations, Amado has expanded its FMCG product distribution business through the TV Shopping channel. Dealers (Distributors) With an extensive distributor network throughout Thailand, Amado has expanded its business to more than 57 distributors, all of whom sell Amado branded products through online channels and stores which is a comprehensive distribution channel with access to all consumer groups Online Amados sale revenue is also attributed by online channels. Social commerce plays an integral role in Amado in 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 and TikTok. TV Sales Amado launched Amado Shopping 1451 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 telesale people. In addition to that, 2021 Amado launched the consignment, as starting partner with Fast Moving Consumer Goods (FMCG). 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 in markets locally and abroad. Amado strives to continue to expand its omnichannel in which customers can engage with the brand and purchase products. ACHIEVEMENTS Amado has won several awards in the business field:- • Amado Brand was awarded “Superbrands Thailand” for four consecutive years 2021, 2022, 2023 and 2024 from Superbrands. • Amado Collagen was awarded as “Number 1 Brand in Thailand” by Marketeer magazine and Kadence International (Thailand) in the category of Collagen powder for five consecutive years 2019-2020, 2020-2021, 2021-2022, 2023 and 2024. • Amado Collagen was awarded as Business+ “Product of the year” from Business+ magazine in Mahidol University for five consecutive years 2020, 2021, 2022, 2023 and 2024. • Amado Collagen was awarded as Business+ Product Innovation from Business+ magazine in Mahidol University 2023 and 2024. • Amado Collagen was awarded as from Business+ magazine as “Thailand Top CEO of the year 2024” • Amado Collagen powder type was awarded as “Thailand’s Most Admired Brand” from BrandAge magazine for four consecutive years 2021, 2022, 2023 and 2024. • Colligi Collagen brand was awarded as “Eveandboy Best Selling Award 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. • For Amado TV Shopping was awarded Thailand Top Company Awards 2023 Type of Rising Star Award. 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 theoutside. Alongside with the “Back to Nature” trend that is becoming popular amongst the Thai consumer market, Amado products achieved a positive 12
market response. Furthermore, the understanding of consumers is fundamental to the customer’s initial and repeat purchase decisions. PRODUCT Amado products are manufactured from 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 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. 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 ten years, Amado’s purpose is 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 is a data-driven company, they is able to analyse Customer Data and cater to customer needs, Product research development and Distribution channel. Amado Group Co., Ltd. generated more than 60% of the main sales from Amado TV Shopping channel. Amado creates sustainability for the community. By bringing products from community enterprises to sell through various distribution channels. in order to distribute income and offer quality products at reasonable prices. • • • • www.amadogroup.co.th AmadoThailand Amado @orderamado 1451Shop
MARKET In 2023, Bangchak Group experienced a significant milestone with its groundbreaking energy agreement through the acquisition and synergy with Bangchak Sriracha Public Company Limited. This agreement enables Bangchak to extend its reach and cater to a larger customer base through a nationwide network of over 2,200 service stations, all operating under the innovative concept of "Greenovative Destination." This initiative aims to introduce a transformative and all-encompassing approach called "Greenovation," inviting customers and stakeholders to sustainably engage in environmentally conscious practices. Achieving this objective requires assembling thousands of crucial elements, including providing high-quality products, as the product is a pivotal customer interaction point. Bangchak introduced Bangchak Hi Premium 97 Gasohol to cater to drivers of premium vehicles seeking high-octane fuel and superior products. In developing this product, Bangchak consistently listens to customer feedback, encompassing not only their clientele but also that of professional racers, to comprehend their requirements. Through this process, it became evident that an unfulfilled demand exists among high-performance vehicle owners searching for enhanced driving experiences and the full unleashing of their cars' capabilities. ACHIEVEMENTS With high-quality and eco-friendly product development, Bangchak received Prestigious Awards from the Thailand Quality Award Event, including the Thailand Quality Award: TQA 2022, being the only organisation awarded the coveted Thailand Quality Award (TQA) 2022 for Refinery and Oil-Trading Business Group and Thailand Quality Class (TQC 2022) Award for Marketing Business Group of Bangchak. The Asia Pacific Quality Organisation, Inc. (APQO) revealed that Bangchak Corporation Public Company Limited has been honoured with the prestigious Global Performance Excellence Award (GPEA) 2023, attaining the distinguished World Class status, the highest tier within this esteemed global management accolade. As the sole oil refinery worldwide to achieve this pinnacle of recognition, this accomplishment underscores Bangchak's adherence to world-class standards and sets a benchmark for excellence in applying international quality assessment criteria across all operational facets to elevate management standards globally. Bangchak Hi Premium 97 was named “Product of the Year” in the Automotive-Energy and Oil Product Category by Business+ Magazine in collaboration with the College of Management Mahidol University, which researched consumers to select the best products and services according to consumer feedback. HISTORY In the Thai market, Gasohol E10 or Gasohol 91 and Gasohol 95, is the predominant oil fuel available at gas stations. This means that Gasohol 95 is the highest octane level offered at regular pumps. Thailand also offers premium-grade Gasohol 95, albeit with the same 95 RON formulation as standard Gasohol 95. Despite a general decline in car sales, the luxury segment is experiencing an uptick in sales, highlighting the potential expansion of the high-performance fuel sector. New product development is crucial to attract more customers to meet their evolving needs. Bangchak has introduced innovations to enhance product quality and has launched a groundbreaking new product, Hi Premium 97. Hi Premium 97 was crafted in response to customer demands, incorporating carefully selected top-notch elements at every stage of its development, beginning with specially refined gasoline. This premium Gasohol offering from Bangchak boasts an exceptionally high-octane rating of 97, is Euro 5 certified, and contains premium-grade additives. It stands out as the top-tier Gasohol product in Thailand, meeting the Euro 5 standard in alignment with Bangchak's "Greenovative Destination" positioning. 14
PRODUCT Hi Premium 97 incorporates Greenovative technology, blending gasoline with additives such as detergent and friction modifiers that adhere to the USA Standard, G-Booster and G-Purifier. Its key attributes include:- • A high-octane rating of 97, making it a premium choice for Gasohol E10, suitable for vehicles that demand high-octane fuel, effectively enhancing engine performance to its maximum potential, optimising engine efficiency. This formulation is ideal for high-performance vehicles like supercars and luxury cars and vehicles requiring specialised care to restore peak functionality. • Compliance with the Euro 5 standard, designed for modern vehicles. Euro 5 not only prolongs the lifespan of exhaust systems but also reduces maintenance expenses. Environmentally friendly, it contains less than 10 ppm of sulfur, curbing sulfur dioxide emissions contributing to particulate matter and maintaining engine cleanliness for enhanced efficiency. • Specially formulated USA standard additives, capable of thoroughly 100% cleansing injectors - modern and older engine types (GDI and PFI) - ensuring injector cleanliness. Consequently, the engine operates at its peak performance. • Improved acceleration by 4.1% based on tests conducted by a United States laboratory. RECENT DEVELOPMENTS As a result of the uniqueness of the product, integrated promotion, and service station expansion, the sales of Hi Premium 97 continuously rose around +650%, higher than market growth of -19.8% (Jan. – Jun. 23 vs Jan. – Jun. 24) In 2024, Bangchak Hi Premium 97, recognized for its world-class quality and standards, continues to be the first tank for fueling every supercar from the showroom of AAS Auto Service Co., Ltd., the sole official distributor of Porsche, Bentley, and Harley-Davidson in Thailand, before being delivered to each customer. PROMOTION After its full launch in 2022, Bangchak Corporation Public Company Limited celebrated the distribution of its Hi Premium products across 1,100 branches nationwide, offering the First Trial Campaign of 7 baht per litre (no minimum purchase required) of Hi Premium 97 to customers nationwide, both members and non-members, on Friday, September 22, 2022, for one day only. The special promotion was dubbed "Purple Friday" to emphasise Bangchak's Hi Premium’s branding which prominently features purple. This promotion garnered significant interest from customers, both existing Bangchak customers and new customers, resulting in a 388% increase in sales volume of Hi Premium 97 compared to before the promotion. In 2024, with the goal encouraging customers to experience high-quality fuel, Bangchak targeted both their existing customers of Gasohol (GSH) 95 and 91 and customers of premium fuels from competitors. They organised another special promotion, the Second Trial Campaign for customers nationwide, both members and non-members, from 20 to 22 September 2024. This promotion was scheduled during an extended holiday period to give customers a real opportunity to test the performance of the fuel over longer distances, whether on vacation trips or inter-provincial travels. This promotion received a positive response from customers, with a significant increase in sales of 712% compared to before the promotion. BRAND VALUES Bangchak is committed to developing Hi Premium 97 into a premium Gasohol product that exceeds standards to provide special care for customers seeking exceptional quality. To meet the demands of automotive technological advancement, Bangchak meticulously selects high-quality base oil with high purity and low sulphur content. This base oil undergoes a refining process at Bangchak's world-class Phra Khanong Refinery (awarded GPEA and TQA) that rigorously controls production at every stage. The result is a premium Gasohol with an octane rating exceeding 97, the highest in the market. This premium Gasohol not only meets the Euro 5 standard but enhances engine performance, cleans fuel injectors, both old and new, up to 100%, protecting engines from corrosion and rust 100%. THINGS YOU DIDN’T KNOW ABOUT BANGCHAK Bangchak's Hi Premium 97 has a high-octane rating starting from the specially selected base oil before blending with high-quality additive formulas from the US, resulting in a final product with an octane rating higher than 97, exceeding Thai standards. Hi Premium 97 gasoline from Bangchak is a Finest Quality Product that is part of what has led Bangchak's Phra Khanong refinery to receive global awards GPEA and TQA. • • www.bangchak.co.th www.bangchakmarketplace.com Bangchak @Bangchak
MARKET Since its launch in 1998, Benjarong Rice has prioritised product quality and service excellence. Over the years, the company has focused on creating compelling narratives and fostering positive relationships with customers, earning trust in their products. The company has spent considerable time building confidence in the consistent quality of products under the Benjarong Rice brand. Products are offered at reasonable and competitive prices, ensuring customer satisfaction and loyalty. Each year, the company has implemented expansion of policies aligned with its business growth plans, aiming to increase operational stability and reduce business risks. Key to maintaining trust among partners and regular customers is the assurance of consistently high-quality products to meet their demands. In 2024, the company aims to increase production capacity by 25%, and anticipates a further 20% growth in sales volume. To align with this growth plan, the company will prioritise maintaining good relationships with partners, trade allies, customers and, more importantly, consumers. Additionally, the company will focus on developing both products and sales presentations in a variety of channels and platforms to better meet the needs of potential customers. ACHIEVEMENTS • 2005 - Implemented Rapid Visco Analyser technology to accurately measure and control the quality of rice products. The RVA instrument interprets results and detects changes in viscosity during cooking, including the gelatinisation of rice starch. • 2006 - Obtained HALAL Certification from The Central Islamic Committee of Thailand, Registration No. CICOT.HI., A558/2005. • 2007 - Certified the production process with GMP and HACCP from the Bureau Veritas Certification. • 2010 - Implemented Automation Packing System for packaging five kilogram rice. • 2013 - Started using Robot System Technology for arranging rice into Jumbo Bags, becoming the first manufacturer to implement this innovation. • 2014 - Production processes certified for the GMP and Primary GMP levels by the Food And Drug Administration, Ministry of Public Health, Thailand. • 2019 - "Benjarong Jasmine Rice" was awarded for consistently high-quality packaging by the Department of Internal Trade, Ministry of Commerce, for the years 2015-2018. • 2019 - Started utilising solar energy for electricity production on December 24th, with Phase I installation capacity of 550 kWp. • 2022 - Expanded the Solar rooftop onto Phase II, increasing production capacity by 220 kWp. Resulting in a total of over 2,500 MWh of energy generated and saving over 1600 tons of CO2 emissions. • 2023 - Upgraded production processes to GHP HACCP standards by Bureau Veritas. HISTORY Asia Inter Rice Co., Ltd. operates its business in prepacked rice and was established in 1996 - the first factory was located in Bang Bon and the company started with an initial capital of three million baht and had a total of nine employees, producing only three metric tons per day. Currently the factory is located in Bang Nam Priao District, Chachoengsao Province, with an increase of registered capital to 300 million baht, with a production capacity of 800 metric tons per day. In Thailand, rice is a fundamental food product. Because of this the founders aimed to create a brand for their rice products. However, due to rice being an agricultural product, which is challenging to control, expertise in selecting and maintaining product quality became crucial for establishing the brand. Asia Inter Rice Co., Ltd. initially produced packaged rice under the brand "Mittrapap Rice." Subsequently, they introduced "Suphannahong Rice" and "Benjarong Rice" to expand the product lineup. In the first five years, the company sold rice products mainly under " Mittrapap Rice" and "Suphannahong Rice" brands. Later, consumer behaviours and preferences evolved with the growth of modern trade and other communication and technology over last twenty years. From then, "Benjarong Rice" has become the main product and most popular brand. Benjarong Rice emphasises customer experience, placing great importance on honesty and responsibility towards customers. This helps them thoroughly understand the fundamental needs of their customers. Consistently producing quality products at a reasonable price to meet customer satisfaction, are their key factors of success, which leads to a continuous growth in sales and customer base for Benjarong Rice Brand. PRODUCT Rice is considered one of the most popular foods in the world. It has been the main source of food for thousands of years and is the main source of nourishment for more than half the world’s population today. Thailand is an important rice plantation area in the world and has various types of rice for consumers to choose. Your great food should starting with delicious rice. Find the best type of Benjarong Rice to pair perfectly your menu. 16
Jasmine Rice Jasmine rice known as “Khao Hom Mali (ข้าวหอมมะลิ)” in Thai. Jasmine rice is an excellent ambassador of Thai wisdom in food and cultivation. Jasmine rice is actually a trade name for the two popular varieties grown in Thailand – Jasmine 105 (Dawk Mali 105) and RD 15 (กข 15). Both varieties are known for their fragrant aroma rice, Its quality along with its beauty, long grain, clear, glossy and soft in texture fragrant aroma when cooked. This aroma not only adds a pleasant scent to the rice but also enhances the overall dining experience, aromatic fragrance, long grain and soft texture, subtle flavour, specific cultivation conditions, cultural significance, and export quality collectively contribute to the uniqueness of Thai Hom Mali rice. The texture is soft and slightly sticky, making it easy to eat with chopsticks or forks. Fragrant Rice Fragrant rice has a similar aroma to jasmine rice. Most are Hom Pathumthani rice or Pathum1 rice and other Hom Thai Rice, which are developed strains having a similar taste to jasmine rice. Fragrant rice has natural aroma depending on whether it is new or old crop rice. Fragrant rice can be grown all year round, and has advantage over the jasmine rice in terms of disease resistance and drought tolerance, making it acceptable to both farmers and consumers. The cooked rice has a tender texture, excellent cooking qualities, fragrance and its flavour when cooked which makes the texture of the rice soft or hard varying according to the amylose content. Fragrant Rice becomes more popular and is usually considered as the second choice of Thai Jasmine Rice due to the affordable price. White rice / Long Grain Rice White long grain rice is a great choice for highlighting versatility in kitchens worldwide. It has long, slender grains, and remains separate after cooked. The cooked white rice offers a light and fluffy texture, neutral flavour which make it an adaptable choice to use in Thai cuisine such as fried rice or and coconut milk-based recipes. Healthy Rice or unpolished Rice: Brown Rice / Riceberry / Red Jasmine rice and Other Retaining all the goodness of nature, the nutritious bran layer of brown rice is not removed during milling, giving brown rice its nutty flavour and firmer texture. Actually, a deep unpolished colour of rice has a slightly crunchy texture, due to the bran layer of the rice being left intact. This type of rice is higher in fibre, available in regular and sticky rice texture. RECENT DEVELOPMENTS 2024-2025 Production Plans: To ensure stability in raw material supply for rice products and increase production capacity to support projected growth: • July 2024: Expansion of finished product warehouse capacity to 1,500 tons. Commencement of construction for the raw material warehouse project with a storage capacity of 15,000 tons of rice. Expected completion: February 2025. • July to October 2024: Installation of Automatic Packing Machines (5/15 Kgs) and Secondary Packing Machines, along with a Robot Palletiser System to increase production capacity by 20%. 2024-2025 Quality Plans: To enhance the internal laboratory's capabilities for quality inspection of rice: • January 2024: Introduction of Seed Count Scanning equipment in the internal laboratory to analyse the size and abnormalities of rice grains accurately and rapidly instrument. •2024-2025: Implementation of advanced quality control measures for post-cooking rice quality, including Texture Analyser and Sensory Tests. 2024-2025 Marketing and Social Plans: To promote environmental sustainability and improve overall environmental impact: • 2024: Utilisation of excess electricity from solar rooftop systems throughout the production process, leading to the adoption of electrical equipment such as Overhead Cranes and Electric Forklifts to replace fossil fuel machinery. • 2025: Adoption of environmentally friendly packaging materials to enhance packaging strength while reducing PET and PE usage. • 2025: Development of new rice products focusing on geographical indication rice and Low GI (Glycemic Index) rice to support unique agricultural practices and cater to niche markets. PROMOTION In 2021-2022, to celebrate the company's 25th anniversary, Asia Inter Rice launched a special campaign. The company selected the most popular product, the 5kg Benjarong Jasmine rice, and increased the complimentary portion of rice 500 grams per bag as a gesture of gratitude to their customers. Throughout this campaign, Benjarong Rice produced a total of eight million bags. In 2022, Benjarong Rice collaborated with the Ministry of Digital Economy and Society, the Ministry of Higher Education, Science, Research and Innovation, and the Thai Digital Users Association to support the X CAMPUS Ads Idea Contest aiming to allow leading university students in the country to compete and showcase their knowledge and abilities in advertising media production. From 2022 to 2024, Benjarong built brand awareness both offline and online, through online channels like the Facebook page "Benjarong rice." The customers were engaged via various activities, including providing rice and cooking tips-related knowledge, organising gaming competitions with prizes, promoting restaurants that use Benjarong Rice through Facebook, and collaborating with edtguide.com. In 2023-2024, there has been continued support in student-related activities, such as the “Khob Jai Camp" for the Chulalongkorn University Volunteer Camp Development Club, as well as sustainable community knowledge-sharing projects by the Development Administration Institute's Graduate School of Public Administration, Chiang Mai University, among others. BRAND VALUES Benjarong Rice's meaningful slogan reflects the importance and unique benefits of rice products. Benjarong Rice emphasises the value and benefits, as well as the natural characteristics that distinguish each type of rice. Consequently, the company's primary mission is to meticulously attend to the details of each rice variety's identity. This involves continuously studying and catering to the needs of customers and consumers. The goal is to ensure that every step of the production process is expertly managed to consistently deliver high-quality rice products that satisfy consumers' preferences. We ensure that all our Benjarong Rice products are delivered with consistent quality and at affordable price to satisfy our customers THINGS YOU DIDN’T KNOW ABOUT BENJARONG RICE The Benjarong Rice factory is located in Chachoengsao Province, known for its excellent jasmine rice plantation, the origin of the famous Khao Dawk Mali 105 rice strain, which is popular in Thailand and globally. Benjarong Rice pioneered the use of robot innovation for sorting and packaging 5-kilogram bags of rice, starting in 2013, making them the first in the country to perform this way of production process. Since 2019, Benjarong Rice have been utilising Solar Roof Top technology to generate electricity. They have contributed to environmental efforts by using solar energy in their Benjarong rice production, reducing CO2 emissions by over 1,600 tons. To celebrate their 25th anniversary, Benjarong Rice offered a special promotion for their popular Benjarong jasmine rice, adding an extra 500 grams of rice to every 5-kilogram bag, as complimentary offer, producing over eight million bags as a gesture of appreciation. During the creation of the brand Benjarong Rice, it was purposely abbreviated as BJR, which also stands for Best Jasmine Rice. • • • • •
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