On Jan, 21, Dong-A ST (Dong-A ST Co., Ltd., www.donga-st.com) announced that it will strengthen local marketing of Bacchus, a non-carbonated energy drink to enter the global market in 2015.
The revenue of Bacchus in last year is expected to record 37 billion won, 21 percent up from the previous year’s 30.5 billion won thanks to the launching in Guatemala and Ghana as well as the increase in existing markets such as the Philippines, Mongolia and the U.S.
Notably, Bacchus sales in Cambodia have been enhanced considerably every year from 2011 to 2013 since its entry in 2009 – 5.2, 17.2 and 27.7 billion won respectively – through partnership with local companies, publicity activities like TV commercials and outside signboards and various events.
Dong-A ST has plans to strengthen its local marketing abroad to make another success story like they did in Cambodia.
To this end, Dong-A ST held the 1st Bacchus Marathon Tournament with its partner, Alimentos in Guatemala on January 11, local time to target Latin America’s market where it launched last May. Dong-A ST sponsored T-shirts with Bacchus logo on it to the attendees and awarded trophies, cash and prizes of $ 10,000. It also prepared a stage show and promoted its flagship, Bacchus to local media.
In Vietnam where Bacchus has been launched two years, Dong-A ST is going to progress TV commercials and lots of sport marketing like sponsoring the world championship of tennis slated to this June. As for the Philippines, Dong-A ST has plans to sponsor many sport events like nation marathon in March, a Muay Thai tournament and a car racing to raise its brand awareness. Besides, Dong-A ST is preparing for selecting partners and progressing TV commercials and marketing to target Eastern Europe like Russia and Uzbekistan as well as Asian neighbors like Malaysia, Indonesia and Singapore.
“The 2015 sales goal of Bacchus is increased 13 percent than last year,” Lee Jong-bin, executive director at overseas business of Dong-A ST said, “We will expand our global market and strengthen distinct marketing to become a global leader in the industry of energy drink worth 7 trillion won.”
Meanwhile, 18.2 bottles of Bacchus have been sold since it was launched as the current bottle type of en-ergy drink in 1963. The summed up length of the sold bottles is 54 times longer than that around the earth. Bacchus is a very popular energy drink in South Korea to the extent which its success is called ‘the myth of Bacchus.’ Dong-A ST is trying to make it global by strengthening its local marketing abroad.
