Ichitan Group PLC, one of Thailand’s leading RTD tea producer, revealed to the Indonesian business daily Kontan.co.id that 60% of its sales come from the modern trade with the balance 40% coming from the traditional trade. This was mentioned by Anna Wibowo, marketing director PT Ichi Tan Indonesia during the press conference announcing the launch of the second edition of the “Mendadak Jutawan” or millionaire program on 20 February 2018.
Modern trade crucial for RTD tea in PET bottle
Similarly with PT Singa Mas Indonesia, a unit of Charoen Pokphand Indonesia, the company said it obtained 70% of the sales of Fiesta White Tea from the modern channel and 30% from the traditional market, reported Kontan.co.id on 28 December 2017. It is the other way around for its Fiesta Black Tea (RTD tea in PET bottle), Teh Serrr (RTD tea in plastic cup), Fruitamax (fruit flavoured drink in plastic cup) and bottled water Frozen where 70% of their sales come from the traditional channel and 30% from the modern trade.
2nd edition of Ichitan Mendadak Jutawan campaign
The second edition of the campaign runs from 1 March 2018 to 31 May 2018 with the same amount of prize money as the first edition – 30 x IDR 300 million (USD 22,000) to be given away to lucky winners.
What Mini Me thinks
Ichitan is recycling an old trick, one that has proven to be immensely popular and successful in generating consumer interest.