“Rosa” marks the anniversary of the business, stepping into the year. 50 with success alongside Thai people over the past 5 decades Moving forward, announcing the 5-year roadmap plan “One Home, One Roza” with 2 key strategies to drive the business, led by the “Market Penetration” strategy, targeting new family customers and the “Innovative Product Development” strategy. diverse and innovative Aiming to expand its customer base to cover 80% of Thai households by 2025, the latest launch of the year’s big campaign “50 years, Rosa Family Food, Connecting the Taste of Family Happiness” under the concept of “Reconnecting Family Bonds”, carpeted with activities Comprehensive marketing from the launch of commercials and web films to reach all groups of consumers in all channels.
Ms. May Wangpattanamongkol Executive Director Hi-Q Food Products Co., Ltd. is a manufacturer of quality food to enhance the quality of life. and good health for Thai people under the brand Rosa said that Rosa operates in the ready-to-eat food segment as a producer of quality food to enhance the quality of life. and good health for all Thai people for 50 years, covering 3 product groups: canned food assorted sauces and packaged food groups All of which have been well received by Thai consumers continuously. As a result, currently Rosa can reach 38% of Thai households by ketchup products. is the No. 1 market leader with approximately 70% market share and canned fish It is the No. 2 market leader with approximately 18% market share.
“This success is based on 1. A commitment to product development in four core areas: quality, taste, convenience and innovation. Rosa was among the first brands. that innovates for various products (First mover) to drive Trends in the food industry, such as tomato sauce and chili sauce in squeeze bottles (Squeeze Bottle) and ready-to-eat food products “Roza Ready” with a variety of menus. Comes with innovative packaging, the first Retort Pouch in the market.
ready meals Currently, Rosa products are divided into 3 groups: canned food: canned fish in tomato sauce;
and seasoning, tuna and pickled lettuce. Sauce group: ketchup, chili sauce and other seasoning sauces. and packaged food groups:
Rosa Prompt and Pickled Cabbage, a total of more than 200 items, ranging in price from 12-430 baht. and Home Hug Little Athlete and
3. Taking care of personnel in the organization Develop potential both Soft skill & Hard skill so that all employees can create work
quality, including promoting a good working environment Happy to work.”
Ms. May He continued, “In the past year 2020, the company had total revenue of 4,130 million baht.
which this success from the launch of new products and continuous expansion of product lines as well as presenting products
Versatile, useful, quality at a reasonable price. and accessible to respond to the needs of consumers
The current era with more eating habits at home. and to create satisfaction for all groups of consumers across the country For the business plan of Rosa in the next 5 years, the company is preparing to penetrate the market with the concept
“One Home, One Roza” Ready to continue the mission of serving to connect the taste of happiness of Thai families through development. and offer a wide range of useful, quality products with an emphasis on the market demand. and consumer behavior in the current situation. The company aims for every Thai household to have at least one Rosa product per household, covering 80% of households in the country by 2025.”
There are 2 main strategies to drive the business to reach its goals: StrategyMarket Penetration” to penetrate into the market with new customers Especially the new generation aged 15 years and over and the development of sales channels to the digital world. especially the high-growth e-commerce market and a popular market place that is a medium for buying and selling products
to facilitate consumers in every household to have access to Rosa products covering all areas; andStrategyInnovative Product Development” offers a wide range of products especially the development of new innovative products Entering into additional markets such as ready-made sauces ready-to-eat food, etc. The company plans to continuously launch new products in every group of 5-10 items per year.
For this year, the company is preparing to move forward in the market with full strength. Under the marketing budget of more than 100 million baht for the year to reinforce
Being a “Roza Family Food” or a brand that offers a wide variety of products and covers to meet the needs of everyone
In the family, recently allocated a marketing budget of 50 million baht. Launching a big campaign of the year “50 years, Rosa Family Food, connecting the taste of family happiness” Under the concept of “Reconnecting Family Bonds” to be a medium to connect family members by making “Home food” is the center of the house. It also reinforces the brand attitude and values of Rosa that have been focused continuously for 50 years that Rosa will continue to act as a food brand.
Thai family couple and being a medium to connect the taste of happiness of Thai families forever To build a strong family foundation and lead to a quality society The main target group is Thai families across the country. especially the new family including traditional families with members of various ages living together.
“Under this campaign, the company will carry out a full range of marketing activities, including above the line. and below the line, whether commercial movie debut and web film seriesHome Food Story – Home Food Food that matters to us.” Convey the story of family relationships through a home-cooked menu full of memories. preparation Family Bond Quiz An online quiz that will make everyone feel valued. and see the importance of spending quality time together with family through menu stories “Home food” Creating a mini-series “From losing… to ten.” by joining forces with TV Thunder to produce quality content conveying the importance of “Family relationships” in various forms Through the story of the characters that focus on the new generation, both school age, working age and the general public, including organizing promotional activities in various channels From the said marketing plan, the company is confident that this will be the driving force for Rosa to achieve its goals. “One Home, One Roza within 2025.” Ms. May Conclude
