Bibleeeee, DDeeeeeee, and Ninggg.

Oishi
vs
Ichitan
OISHI - Background Information
First Business
Founder : Mr. Tan Passakornnatee

Owner : Thai Beverage Public Company Limited

Chairman : Mr. Prasit Kovilaikool

Establishment Date : 9 September 1999

Business : Beverage and Food

Oishi starting from restaurant and expand to

beverage.
Afterward, TAN said good bye to OISHI

BYE BYE
ICHITAN - Background Information
Founder : Mr. Tan Passakornnatee

Owner : Mr. Tan Passakornnatee

Establishment Date : 9 September 2010

Business : Beverage

In 2010, 9th September, Tan Passakornnatee has build Mai Tan co., ltd. to run beverage business
and has been changed into Ichitan Group co., ltd.
Nowadays Ichitan produce 600 million bottles and 200 million UHT per year.
A few information about Tan Passakornnatee
Mr. Tan Passakornnatee, an establisher of Oishi Group
Afterwards, he has sold major share to Thai Beverage co. on 30 September 2008
resign from the Oishi board
In same day (9 September 2010), Tan Passakornnatee has build Mai Tan co., ltd.
run beverage business and has been changed into Ichitan Group co., ltd. (Mai Tan Ichitan Group)

His birthday is 24 April 1959

He has three children
His wife also has a business, Melt Me sell chocolate and gelato.
Oishi!
Beverage Business Food business
Green Tea
- Oishi Buffet
Black Tea
- Shabushi
Fruito
- Oishi Ramen
Chakulza
- Nikuya
O Herb
- Kakashi
- Snack Shop
Oishi: Vision
"To be the leader and innovator of the Japanese food and beverage
business for the quality of life and wellness of the new generation.
Oishi: Mission
Maintain the quality of production and service of the restaurant, bakery and health beverage
businesses; as well as maintaining the popularity of Oishi products among the customers, and
give priority to the standards of the product manufacturing and operation.
Select quality raw materials that bring the highest customers satisfactory, in order to be well
recognized in both local and overseas markets.
Improve the production process continuously by using modern technology in the production as
well as the research and development of products.
Increase the effectiveness of the production and the Companys competitiveness, in terms of the
price and quality, against the competitors in the local and overseas market. This will help push the
Thai economic forward to its growth.
Oishi: Strategy
1. Product Innovation brings all sectors of product, manufacturing, and marketing to create products more
stand out.

Timeline of Oishi
1999 - Started Japanese restaurant operation under the brand Oishi, the first branch is at
Sukhumvit 55 (Soi Thonglor)

2001 - Started Japanese noodle restaurant operation. With mouth watering Japanese noodle in
modern style, the business is run under the brand OishiRamen
- IN&OUT The Bakery Caf, the healthy bakery brand entered the market.

2002 - Started Japanese food on the food line, under the brand Shabushi
- The Japanese Deli, namely Oishi Sushi Bar firstly opened.
- Log Home, the dining complex, started to service.
2003 - Operated new central kitchen at Nawanakorn factory, food and beverage production
to support the selling of company shops
- Oishi Green Tea was launched into the market.
- OK Suki and BBQ was opened to service
- Franchise business for Oishi Ramen and IN&OUT was started
2004 - Oishi Group has become a public company since March 3, 2004
- Started trading in SET under the name OISHI on August 25, 2004
- Oishi Buffet Franchise began operated
- Oishi Grand has opened to service at Siam Discovery with modern Japanese buffet
style and luxurious image. There is variety of rare and premium food.

2005 - Produced and distributed fruit juice mixed Amino under the name Amino OK

2006 - Amata Nakorn plant started its operation in June, 2006

New orange drink under the brand, Seiki Super Orange was introduced to
the market in November, 2006.

2007 - Chaitalay restaurant was launched 2008 - March 2008, Oishi launched a new RTD product
- Seiki Pomegranate was launched namely,Coffio.
- Oishi Black Tea was launched - Maido Ookini Shokudo, a Japanses franchise
restaurant was launched.
Oishi: Strategy
2. Brand Engagement Strengthen the brand continuously to engage
consumers through a wide range of marketing activities.

3. Distribution Excellence Use synergy and collaboration with

business networks to help international distribution and marketing by
building effective teams.
- In 2014, start first business in Myanmar, Shabushi. Now, there are
three Shabushi restaurant in Myanmar
- Oishi Greentea also sell in Cambodia, Laos, Malaysia, and Myanmar.
- Oishi plan to export their beverage in Indonesia and Vietnam.
Ichitan!
 Products

- Ichitan Greentea
- Ichitan Chew Chew
- Ichitan UHT
- Yen Yen
- Bireleys
Ichitan: Vision
Ichitan Group is aiming to be a leader of
quality drink brand and build innovation to grow
along with quality life in society.

Be Leader - Continuously searching for latest

innovation to improve efficiency in production

Be Quality - Research, experiment, and explore

until perfect the product quality and healthy for
consumer

Be Growth - Move forward together, both farmer,

worker, partner and consumer for sustainably
growth of our society.
Ichitan: Mission
As a mission business, we would like not only present the product but also improve them. We
manage perfect turnover and develop society and life quality simultaneously. Our profit will sustainably
and efficiency return to the society.

For Consumer - Ichitan will produce and improve quality drink for customer health, up-to-date
presentation to maximize your satisfaction.

For Shareholder - Ichitan will create business with innovation to improve the management incessantly.
We always look for development in new channel and extension to the highest turnover.

For Society - Ichitan will be a model of responsibility organization and give back, to develop Thai society
sustainably.

For workers - Ichitan will support every worker to improve their potential and become expertise. So, they
will increase their life and be proud as a worker of Ichitan.
Ichitan: Strategy
1. Cost control and Strict management
2. Create the ability to expand overseas markets.
- Especially in Indonesia(They already sell it)
3. launch a new campaign
- win a deal / lucky draw campaign
4. plan out new flavors and sizes continuously
- plan to sell new flavor of bireley because bireley have
a good response.

Lucky draw
Similarity
Ichitan become competitor with Oishi
because they sell almost the same products. (main
product is organic green tea)
- same flavour
- same type of product
- same package
- prize and reward

Same founder
Different
Oishi
- There are many business, so they can wide distribution of product and this is benefit with
Oishi.
- Advantage of being the top business seller is that they have many choices of product for the
customer to choose.
- Many badget from many business
Ichitan
very good relationship between boss and employees.
Tan is already well known when he was in Oishi, so because of his frame the customers
are likely to change from drinking Oishi to Ichitan.
References
http://www.oishigroup.com/en_aboutus_history.php

http://www.oishigroup.com/en_export_product.php