Singapore Stock Market News
Thai Beverage - When four become one
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Publish date: Tue, 22 Sep 2015, 12:45 PM
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■ Upcoming 3Q15 results will be weak due to high adspend and efforts to clear old stocks in the channel. High adspend could filter into 4Q15.
■ Key reason is Thai Bev undertaking a rebranding exercise for beer. It is collapsing three lesser-known sub-brands into its one main brand product, Chang Classic.
■ The Chang Classic brand will be used for both the domestic and export markets.
■ Previous amber bottles will be replaced by a green bottle packaging. The market perceives green as more premium. Price gap with Leo has closed previously.
■ We view this as part of the Vision 2020 plan to groom category champions across geographical boundaries. We maintain our Add rating and trim SOP target price.
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