Page 79 - 35 Year CPRAM

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The products in this period from C.P. Retailing and Marketing were divided into 2 main
groups consisting of frozen fruits products and freshly baked products which were ready for
consumption. Later, we found that frozen fruits may not be suitable because the consumers
had more choice of fresh fruits so we researched and developed new products and changed
st
1 Era to shu mai and frozen steamed buns production.
After 7-Eleven opened about 10 branches, C.P. Retailing and Marketing started to sell shu mai
and steamed bun. The idea for production came from the business trip that marketing team
and 7-Eleven product management team went to see in Taiwan. After return, the factory
Establishment Era started production and the product became the first product from C.P. Retailing and Marketing
that was developed together with 7-Eleven. Shu mai and steamed bun products were
(1988-1992) considered suitable to Thai people’s way of life and was easy to eat. After production, the

When Chroen Pokphand Group entered products were frozen and delivered to branches of 7-Eleven. At store, the staff thawed the
Modern Trade Retailer business and Food products and arranged in the hot steamer.
Service business in the country such as Makro, This was the origin of the classic sentence when every customer entered 7-Eleven store
7-Eleven, Sunny Supermarket and Chester “Would you like some more shu mai or steam bun?”.

“When Charoen Pokphand Group Foods, the company had established food As for bakery products, originally they were produced for supplying to 7-Eleven stores started
manufacturing units to support many businesses,
entered modern trade retailer business, for instance, frozen ready to eat food business from the first branch. Original product in the beginning was homemade style bakery product

domestic food business C.P. Retailing (established on 12 December 1988) at Lat same as what was sold in leading bakery shop but packed and sold through modern trade
retailers and the shelf life was about 3-4 days. C.P. Retailing and Marketing was the pioneer
and Marketing Co., Ltd. was established Lum Keao District, Pathum Thani Province in this type of business. Previously the bakery
and bakery business (established on 1 April
to support the retail business expansion 1989) at Meenburi District, Bangkok. Other packed in this style of package will be mass

in Thailand.” than producing bread, cakes and cookies to product whereas home made products were
supply to retailers and food service market usually sold in stores with service staffs. Even
in Charoen Pokphand Group, the company there were sales channels to support but the
also opened “Bakerich” bakery on Silom road business in the beginning for C.P. Retailing
opposite C.P. Tower building and in Sunny and Marketing suffered from loss. This was
supermarket on Srinakarin Road. because of high expenses and production
cost from the modern factory and equipment
C.P. Retailing and Marketing started off as as well as quality raw materials. The factory
a processing company for frozen fruits and also relied on skilled labor to make beautiful
vegetables for export. The fruits were cut products rather than using machinery. Moreover,
and frozen in beautiful and clean package this was a new market and there were limited
which the consumers could eat right away. number of modern trade retailers. C.P. Retailing
With a wide vision and having experienced and Marketing management team had to work
personnel in Charoen Pokphand Group combined very hard and in this period the bakery on
with the knowledge from external experts, Silom road was closed due to high rent cost.
C.P. Retailing and Marketing started to form The team had to focused more on the main
the company. On the day that 7-Eleven was business in term of production and distribution
established, C.P. Retailing and Marketing also of ready to eat food products.
started to launch Freshly-Baked Products that
were suitable for distribution in convenient
stores to respond to the customers’ request
for ready to eat foods that did not require
cooking and fulfilling.