100Plus, the market leader in isotonic drink in Myanmar, is now available in a smaller 390ml PET bottle in the country. The beverage was showcased during the “Keep Hydrating During Summer with 100PLUS” campaign in March 2018 in Mahabandoola Park with special guest – actor, screenwriter and singer Zenn Kyi.
https://www.facebook.com/100PlusMyanmar/videos/1630919573682452/
With the onset of the summer month, the sports drink will organise similar roadshows in March and April 2018 to hydrate consumers throughout the country.
New summer TV commercial
As part of the summer campaign, 100Plus has also released a new TV commercial featuring Zenn Kyi, Miss Grand Myanmar Htar Htet Htet and the Myanmar National Football team on how 100Plus can help consumers stay rehydrated, reenergized and refreshed.
https://www.facebook.com/100PlusMyanmar/videos/1636620193112390/
Promising market
F&N has high hopes for 100Plus as it reckoned in its annual report 2016 that the isotonic drink market has the potential to grow at a double-digit CAGR from 2016 to 2021.
However in 2017, the market was not favourable. The company explains in its 2017 annual report saying the market was impacted by ‘the effect of unfavourable weather conditions, socio-economic instabilities, and an increasing competitive landscape in Myanmar have impacted disposable income and weakened consumer sentiment. Accordingly, this has led to a weakening of the carbonated soft drinks and isotonic segments in Myanmar.’
390ml priced at MMK 300
The 390ml 100Plus is priced at MMK300 (USD 0.23) in a convenience store. When i was there in February 2018, the 100Plus Active in 500ml PET bottle was selling at MMK 550 and the 325ml 100Plus in can was selling at MMK 400 in a convenience store. The 390ml PET bottle improves 100Plus accessible with a more attractive price point.
