Business Services Industry
Beer Thai's Chang Beer Trouncing Country's National Beer, Singha.
Knight Ridder/Tribune Business News, August, 2001
By Voranai Vanijaka, Bangkok Post, Thailand Knight Ridder/Tribune Business News
Aug. 8--In the past seven years, the owners of Boon Rawd Brewery Co have been trampled by an elephant.
Their prime product, Singha lager beer that once monopolised the market, is now a distant second to Chang a mass-market, high-strength brew produced by Beer Thai (1991).
Chang, which means elephant in Thai, entered the market in 1994 and now boasts a 67 percent share of all beer sales.
Beer Thai suggests a sharper marketing approach, combined with production technology and speed of delivery to markets nationwide, lies behind its success.
However, the executive director of Boon Rawd, Santi Bhirom-Bhakdi, does not agree. He blamed Chang's...
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