Singha corporations is a well-known name in the field of beverage all across Thailand since 1933. Singha water is one of the most successful and well-known brands of Singha corporations group. It has been declared as No.1 in water market for many decades. Their major sales channel are from traditional trade which consider agent, wholesalers, retailed as well as modern trade and convenience stores. 99% of penetration through all offline channels.
The most challenge is that water is just a commodity product widely used by every single home. Therefore many brands want to entry in this market and switch share from No.1 brand like Singha. Moreover , customers find that water as a necessary product they need to have but not enjoy shooping and carring back home because of its heaviness
Then we find the opportunity from customer inight which are the NECESSARY and HEAVINESS. Water is heavy and no one in the market offer free delivery to home. Customer who live in BKK have to face with traffic jam when they go outside. Therefore when they go shopping, they only want to shop what they enjoy which is not heavy and necessary products like water. If there is any brand can offer free delivery Water to their home, they would consider to buy in order to save their time and energy to do something more enjoyable.
The Strategy and solutions:
As a brand leader, we need to be the first one to expand in new segment, market or channel in order to expand growth. In digital disruption, we see the disruptive opportunity of the changing behavior that prefer online shopping and home delivery. Our strategic move is to develop new SKU which is Singha Tank water 18.9 litre to serve direct customers both individual and corporates. We offer Free Delivery to their doors and office every week with subscription basis. Customers can order thru call center or Singha Online channel and get Tank water every week on regular basis. We develop application to help track coupons remaining and alert system to remind customer to repurchase before their coupon run out. With sophisticated technology and customer insight analysis, we have run this Singha Smart Family program successfully for 8 years with only call center and online channel that generate average growth rate at xx% every year.
We can recruit total members of xx, xxx members with annual sales of 1 Million tanks in Bangkok and greater BKK. Retention rate is 90% and 10% new members. On top of the success, we can also offer other water SKU thru this channel. Besides, sales growth, we also better understand direct customers and new generation who prefer online shopping and be able to offer the right products to fit the changing need.
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