The decision by Loi Hein to have ALPINE endorse select beverage brands comes from confidence in its brand equity and the leverage it can provide.
Alpine Water and Green Hills Coffee have recently come together to sponsor an event held at Yangon University, inaugurating Loi Hein’s move towards building powerful brands under the ALPINE name.
The collaboration is the first step towards a strategic beverage line-up under the ALPINE brand, which includes Green Hills Coffee, as well as upcoming brand Tip Top.
The event, Shan Literature and Culture Committee’s Fresher Welcome and Farewell Ceremony, was held last 15 July 2018, Sunday, at Yangon University. An attendance of approximately 750 students and teachers was treated to a spectacle of performances, which included dance numbers and an inter-university pageant.
“As the market leader for purified drinking water in Myanmar, we are very delighted to collaborate with Loi Hein’s newest brand, Green Hills Coffee,” says Tanakorn Promthep, head of marketing for Alpine Water. “We look forward to the next opportunity of working together.”
For this event, Alpine Water and Green Hills Coffee were the main sponsor and the official beverage sponsor respectively.
“Green Hills Coffee is proud to be among the first few brands chosen to be endorsed by ALPINE,” says Thet Su, representative for the Green Hills Coffee brand. “This event is just the beginning, as we plan to increase our brand visibility together with other ALPINE brands.”
The decision by Loi Hein to have ALPINE endorse select beverage brands comes from confidence in its brand equity and the leverage it can provide. This business strategy will provide a head start for the new products upon introduction onto the Myanmar market. With the parent brand’s credibility and local recognition, the new brands have more competitive edge in securing a substantial market share faster.
Alpine Water and Green Hills Coffee will continue to work closely, along with Alpine Dairy, and engage in Customer Relationship Management activities with distributors in the following months. This will allow all three brands to simultaneously build good rapport and gain access to valuable market data. In turn, our brands would be able to better satisfy consumers’ needs in this dynamic market.