Message from Chairman
Mr. Sathien Setthasit
Carabao Group Public Co., Ltd.
The group develop systematic marketing plans of enhancing the strength of Carabao Dang trademark and effective use of innovative marketing strategy to maintain and expand our consumers through Push Strategy and Pull Strategy
In 2016, Carabao Group Public Company Limited reveals a growing revenue of THB 10,112 million, an increase of THB 300 million or 28 per cent compared to previous year, and a growing net profit of THB 1,489 million, an increase of THB 234 million or 18 per cent compared to previous year. The Group successfully delivered solid growth, revealing double digit growth in top and bottom line, driven by undertaking strategic adjustment and proactive planning. As a result, the Group are able to thrive in adverse economic condition, in both domestic and oversea market, through capitalizing on our continuous efficient management.
For domestic energy drink market in 2016, the Group undertakes strategic change in selling and distribution management in order to increase the firm’s competitiveness. The Group achieved organic domestic growth via increasing distribution centers (DC) on a regional scale up to 31 DC, which we believe will reach 300,000 outlets nationwide. While in the meantime, the Group strive to create synergy together with the help of our proactive marketing activation team “Bao Dang Girls” to communicate key message and promotion activities to reach our target consumers regularly, with accuracy, and in line to the Group’s goals and vision. As a result, 2016 marked the Group’s best year for domestic market with an all-time highest energy drink market share of 24 per cent (according to Nielsen market research).
For international energy drink market in 2016, the Group focuses its approach to expand worldwide under a practical concept of “World Class Team. World Class Product”, through an affiliation with world class football club to boost our brand recognition worldwide. The Group sponsored English Premiere League team, Chelsea Football Club, as a principal sponsor, and appointed a distributor in the United Kingdom and European zone, as well as signed a contract to become a sponsor of English Football Cup (EFL) under the title “Carabao Cup” for a period of 3 years (2017-2020), starting from next season 2017/2018 onwards. This is our strategy to introduce Thai brand worldwide, resulting in Carabao brand recognition internationally, which is in line to our strategy and our determination to expand our oversea sales via sport marketing to bring revenue to the country.
On behalf of the board of directors, I would like to express our deepest gratitude towards the shareholders, customers, business partners, and other agencies for your support on Carabao Group’s business operation, and sincerest gratitude to our executive committee and our employees for your cooperation, hard work, and dedication, in order to steer the company towards sustainable growth. This made it possible for us to work together in synergy towards our vision, direction, policy into fulfilling our commitment and goals.