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Superhero Enlisted to Push Thai Milk Sales.
Byline: Sukanya Jitpleecheep
Jul. 4--The Thai Dairy Industry Co (TDI) is resuscitating its Mali UHT milk business to regain market leadership in the segment, lost five years ago to Foremost Friesland and the Dairy Farming Promotion Organisation of Thailand.
The company is counting on Ultraman, the popular superhero cartoon character of Japan's Tsururaya, to help its marketing blitz, which especially targets children, the largest and fastest-growing consumer segment.
TDI yesterday introduced a 200cc UHT carton with the Ultraman brand to appeal to children aged five to 12.
With the change, the company hopes to move up in the UHT segment to the top three from the bottom of the list.
U-Paporn Karnasuta, the company's deputy managing director, said TDI sought to aggressively expand its business by increasing its advertising and promotional budget by five times to 150 million baht this year.
About 60 million baht of the budget will be spent on relaunching its 200cc Mali Ultraman cartons.
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