“Glico” Taps Biscuit Market with “Giant Caplico” Makeover

Thai Glico Co., Ltd, the snack manufacturer and distributor of sweet and chocolate brand “Glico” celebrates its 40th anniversary with brand enhancement laboriously emphasizing on creative and modern product development. The company initially begins with brand refreshment on “Giant Caplico”, a cone wafer filled with flavored cream that is a line of biscuit product category under the “Giant Delicious, Giant Fun” concept coming with new lively packaging and creation of 4 characters for each flavor along with comprehensive communication plans to penetrate into pre-teenagers aged between 10-15 years old. The company is confident that the sales of Glico Giant Caplico would be boosted to reach about 200%. Mr. Jiro Watabiki, Managing Director of Thai Glico Co., Ltd. says that, this year is the year that “Glico” brand celebrates its 40th anniversary of operation in Thailand. With its well-founded brand image due to constant introductions of new creative products reflecting prettiness and liveliness, “Glico” nowadays comprises 3 product categories including biscuit product category holding the share of 70%, chocolate category of 25% and snack category of 5% with the total sales approximately valued at Bt2.5 billion the year earlier. “The company’s business direction, this year, focuses on product enhancement. It also usually urges the brand’s colorfulness in order to expand into more potential markets. With the launch of new and creative products offering more alternatives to consumers along with the brand refreshment strategy on product development and modern packaging, the company expects the growth of 10% this year. As such, in the first quarter, the company has made over the look of cone wafer filled with flavored cream called “Giant Caplico” which is in biscuit product category enhanced and painted with colorfulness as it is the category making major profitable revenues.” Mr. Watabiki continues that “The company’s biscuit product category includes Pocky, Pretz, Collon and Caplico that make major profitable revenues with the sales proportion of about 70% rendering the company reach the position of the market leader holding the share of 15%. At present, considered a competitive market that has gradually grown, Thai biscuit market accounts about Bt8 billion. Mr. Hironobu Harada, General Manager of Product Development and Advertisement of Thai Glico Co., Ltd. says that the company had made over the look of cone wafer filled with flavored cream “Giant Caplico” so that it would respond to the lifestyle of target group aged between 10-15 years old who is in need of originality, liveliness and modernity along with the “Giant Delicious, Giant Fun” concept representing full deliciousness of tastes of 4 flavors of unique cone wafers encompassing Chocolate, Strawberry, Cookie and Cream and the new flavor – Double Chocolate Banana, fulfilling a variety of flavors at the price of Bt12 a cone. “Marketing activities that support the makeover of “Giant Caplico” are run under the “Giant Delicious, Giant Fun” concept including the creation of 4 cartoon characters getting along with the 4 delicious flavors of “Giant Caplico” meaningfully expressed through the TVC entitled “Giant”. Besides, roadshow activities to get into the target groups along with promotional campaigns and online media communication will be organized - for instance. This product makeover is set up with the budget worth Bt 50 million which is expected to be a driving force to boost the sales of Giant Caplico to grow by 200%” says Mr. Harada.

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