Osotspa Public Company Limited (OSP), a leading Thai consumer goods company, has firmly established its position as the undisputed leader in the energy drink market. By leveraging its brand portfolio strength, Osotspa has successfully reached a wide range of customers, driving consistent growth for its domestic energy drink product group every quarter. In the first quarter of 2024, OSP's domestic beverage product group witnessed an impressive 11.9% year-on-year growth. The company's overall market share in the energy drink segment stands at 46.4%, with its flagship brand, M-150, maintaining its top position with a 32.2% market share. Osotspa's success can be attributed to its effective approaches that resonate with consumers with marketing strategies that are "on point, on target, in the right place."
Boosting Premium Segment Sales, Driving M-150 Brand Awareness via Proactive Approaches
M-150 maintains its strong position in the premium 12-baht segment by leveraging its extensive distribution network and strategic marketing initiatives. With over 550 sales teams nationwide, M-150 ensures efficient product delivery and brand visibility across the country. To further solidify its market leadership, M-150 has launched the "Pay Off Your Debt" campaign. This initiative aims to alleviate the financial burden of consumers facing household debt challenges amidst the current economic situation. The campaign reflects M-150's commitment to social responsibility and its dedication to supporting its loyal customers. In addition, M-150 has deployed over 100 proactive activity teams across Thailand to directly engage with consumers at sales outlets, fostering brand awareness and building stronger connections. This direct marketing approach ensures that M-150 remains top-of-mind among consumers.
Securing More Market Shares with “M-Honey”
M-150 Honey is making a big splash in the 10-baht segment, tripling its market share compared to last year. This success is fueled by a unique marketing campaign that taps into Thailand's rich cultural heritage – a series of commercials featuring traditional "Mor Lam" folk songs. M-150 partnered with four of the most popular Mor Lam bands from various regions of Thailand. These include Rabeab Watasilp, Prathom Ban-Toeng Silp, Mor Lam Jai Koen Roi, and E-saan Nakorn Silp. This collaboration serves a dual purpose: promoting the vibrant art of Mor Lam as a form of Thai "Soft Power" while simultaneously boosting brand awareness for M-Honey in a creative and engaging way.
Captivating the Millennial Market with the Sparkling ‘MISO’ Drink
To meet the evolving needs of consumers, Osotspa launched an innovative energy drink at the end of 2023, creating a significant buzz in the market with the “M-150 Sparkling Energy Drink.” This new product targets the premium market, including young professionals seeking a refreshing boost of energy during the day. Since its launch, the product has received outstanding market feedback and shows the potential to double sales. Recently, the brand partnered with Korean YouTuber duo “P’Jung and Cullen,” who unintentionally went viral by mispronouncing the brand name as “MISO” instead of “M-150.” This viral moment has greatly increased the product's visibility and brand awareness on social media. To capitalize on this momentum, the official presenter launch event, “Spark Your Life with MISO Sparkling", will be held on Saturday, June 8, 2024, at Block K Square, Siam Square. This event is a must-attend for fans of M-150 Sparkling Energy Drink and the two charismatic Korean presenters.
Miss Koontinee Mekanontchai, Head of Marketing - Energy Drink, said, “Osotpsa has consistently studied consumer insights through contextual and field marketing, making M-150 the No. 1 market leader in the energy drink sector for a long time. Our ‘On Point, On Target, In the Right Place’ marketing strategy has been key to this success. To maintain our leading position in Thailand, Osotspa will continue to innovate and execute smart marketing strategies to meet all consumer needs.”
