Khao Shong opens first cafe

       Khao Shong Industry 1979 Co, the maker of Khao Shong coffee, will open its first outlet in December after suspending the plan for two years.
       The firm will spend 2 million baht to open its first Khao Shong coffee outlet on Rama IX Road as a showcase for investors interested in franchises.
       The company is in the process of developing new coffee products to widen its customer base.
       It wants to be ready to cope with increased competition in the local industry after the Asean Free Trade Area takes effect next year.
       Under Afta, the 5% import tariff on instant coffee will be eliminated. This will attract a number of new instant coffee and ready-to-drink canned coffee brands into the Thai market.
       Managing director Chana Chiralerspong said the company was confident it could meet the challenge with more marketing activities to be launched in the future.
       In the past few months, the company has appointed sales agents to distribute its products upcountry, and refreshed its brand image with more modern packaging and a new logo.
       "With our 50 years of experience in Thailand's coffee industry, we are confident we can survive in the market in the long term,"he said.
       The firm this week hired "Bie The Star", or Sukrit Wisetkaew, as the brand ambassador for Khao Shong 3-in-1 coffee.
       "Bie The Star will help communicate and link our 3-in-1 coffee to younger customer groups faster than in the past,"Mr Chana said.
       Thailand's total coffee market is estimated to be worth 20 billion baht, with 3-in-1 coffee making up 8.4 billion baht and the remainder ready-to-drink canned coffee and instant coffee. The market is estimated to grow by 10-15% per year,but with 20% growth for 3-in-1 coffee.