Berli Jucker Public Company Limited is a Thai company established in 1882 under the name "Jucker, Sigg & Co.". It operates in industries such as distribution, import/export, shipping, manufacturing, packaging, steel, and book retail. Some key events in its history include changing its name to "Berli, Jucker & Co." in 1924, becoming majority Thai-owned in 1965, and becoming a public company named "Berli Jucker Public Company Limited" in 1993. It has a diverse product portfolio including potato chips, rice crackers, seaweed, and extruded snacks. Berli Jucker targets teenagers and students with brands like Tasto, Dozo, Campus, and Party. It utilizes celebrity

1. Berli Jucker Public Company Limited
Progressive Report 1

2. Company Background
Company Background
Founders: Mr. Albert Jucker and Mr. Henry Sigg under the name “Jucker, Sigg & Co.”
Established in: 1882
Operating Industries: Distribution, Import & Export, Shipping, Manufacture, Packaging, Steel, and
Book Retail
Key Historic Events:
1924: The company’s name was changed later, to “Berli, Jucker & Co.”
1965: BJC became a thai-majority owned company
1967: The company was awarded a consent to use the Royal Garuda Emblem from King Bhumibhol,
1975: Became one of the first seven companies that were listed on Stock Exchange of Thailand (SET)
1993: Became a public company “Berli Jucker Public Company Limited”
2001: Thai Charoen Corporation Group owned by My. Charoen Sirivadhanabhakdi became a major
stockholder

3. Market
Market Size And Growth
• 2004 = 8,000 Million Baht
2012 = 10,000 Million Baht ( Estimated)
• One of the largest and most diverse in Asia-Pacific
• Thailand’s market for sweet and savory snacks is expected to grow 7% per year to reach 30,000
Million in 2015
• Huge opportunity to expand because Thailand’s consumption per capita rate is still low (500
gram) relatively to other countries.

4. Market
Market Size And Growth
• Five main segments

5. Market
Pepsico BJC (food) European-
food
Taokaenoi
Products
Pepsi, Lays,
Tropicana,
Gatorade
Tasto, Doso,
Party, Campus
Euro Custard
Cake, Gussen,
Pipo, Hitto
Crispy/
Tempura/
Roasted/
Grilled
Seaweed
Type of
Company
Public Public Public Limited
Key Players

6. Market
Potato Chips
• Fastest growing segment
2004 – 2009 Annual Growth Rate is 10%
2010 Annual Growth Rate is 15%
• Due to aggressive advertising and marketing activities among key players
• Total market is worth 4000 Million Baht

7. Market
Potato Chips

8. Market
Extruded Snacks
• The largest segment
• Total market is worth more than 4600 Million Baht
• Difficult to gauge the sales volume of home-based producers, particularly
those who sell their products in rural areas of Thailand

9. Market
Extruded Snacks
Extruded Snacks Market Share

10. Market
Rice Crackers
• Dozo is the No.1 in the Rice Crackers market

11. Market
Seaweed
• Total market is worth more than 1000 Million Baht
• Taokaenoi is No.1

12. Market
Market Trends
• Taste, Flavor, Price, and Healthier snacks
1) Consumer tastes and preferences are changing very quickly
- Thai snack market is highly fragmented, companies must regularly monitor
change in consumer preferences.

13. Market
Market Trends
2) Health consciousness
3) Price sensitive

14. Market
BJC Target Market
• Tasto
• Teenagers
15-19
Male and Female
• Dozo
• Expanding to teenage
market

15. Market
BJC Target Market
• Campus & Party
• Primary school students
Age between 7 – 12
• Dozo Seaweed
• Teenagers to office workers
Age between 15-25
Male and Female

16. Product
Product Line
• Potato
Chips
• Rice
Crackers
• Seaweed
• Extruded
Snack
4 sizes
About 12 flavors
2 sizes
4 flavors
2 sizes
2 flavors
1 size
1 flavor
2 sizes
4 flavors

17. Product
Tasto
17g 29g 57g 80g
5
B
9-10B 20B 29-30B
Direct Competitors

18. Product
Tasto- Competitors
27g 10B
44g 18B
57g 20B
80g 29B
115g 35B
55g 20B
100g 49B
35g 10B
68g 20B
70g 35B
100g 49B
110g 55B
140g 60B

19. Product
Dozo Rice Crackers
56g 74g
Direct Competitors
18B
22B

20. Product
Dozo Rice Crackers- Competitors
150g 44B
60g 18B

21. Product
Dozo Seaweed
14g
36g
20B 39B
Direct Competitors

22. Product
Dozo Seaweed- Competitors
14g 20B
36g 39B
12g 20B
36g 39B
40g 35B
16g 20B
40g 39B

23. Product
Extruded Snacks
Campus
36g
10B
Party
17g
5B 10B
36g
Direct Competitors

24. Product
Extruded Snacks- Competitors
60g 15B
54g 14.50B
63g 18.50B

25. Product
Product Life Cycle

26. Distribution
Distribution Channels• Modern Trade • Traditional Trade
Convenient store Supermarket Hypermarket
Mom & Pop
shop

27. Promotion
Distribution Channel
Promotion
Consumer Promotion
• Celebrity Endorsement (Presenter)
• Online Activity Campaign => www.tastoclub.com,
www.facebook.com/tastopotatoclub
– meet and greet with the presenter
• Events for launching new flavors
• Advertisements (TVC)
• Compete for the prize or reward
– Mazda 2, iPhone, concert tickets, etc.

28. Promotion

29. Promotion
• TVC
• “ Party the series” via Youtube
• Compete for the prize or reward
– Mazda 2, iPhone
• Social Network
– Facebook

30. Promotion
• Celebrity Endorsement (Presenter)
• Advertisements
• Join with One-2-Call
– Buy 2 Doso get 100 Baht air time
• Discount
• Compete for the prize or reward
– iPod, iPad, iPhone

31. Promotion
• Free toy inside the package
• TVC
– Channel 9 cartoon

32. Promotion
• Conditional Rebate : 200,000 Baht
• Shelf Talker Fee : 100,000 Baht
• Stamp support : 60,000 Baht
• Listing Fee : 550,000 Baht
• New Store : 15,000 Baht
Promotion
Trade Promotion
Estimated Cost

33. Thank You