F&N CocaCola (M) Sdn Bhd, with a 40% share in the country's soft drink market, will continue to emphasise on aggressive promotion, better packaging and good value products to maintain its strong market share.
Managing director Datuk Ng Jui Sia said that at present, the company's carbonated and isotonic drinks had 70% and 90% market share respectively.
Despite the high market share, almost four times greater than that of its nearest competitor, Ng said F&N would not be complacent and would continue to introduce new products and flavours to stay ahead.
Last year, overall sales volume grew by 7% to 42 million physical cases from 39 million in the previous year, posting a revenue of RM919mil.
To maintain its strong grip on the market, Ng said, the company would intensify its promotion efforts and allocate more funds to achieve its goals.
Last year, we concentrated on the Olympic Games and Euro 2004. This year, we will still be involved in sports-related events, plus musical shows, he said after attending the company's Chinese New Year treat for residents of the Perak Home For The Aged in Jelapang near Ipoh yesterday.
Last month, F&NCC Beverages Sdn Bhd and F&N CocaCola (M) Sdn Bhd renewed a five-year bottler and distributor's agreement with Atlanta-based CocaCola Company.
The agreement marked a 68-year relationship between them, beginning in 1936. Currently F&N has three production facilities and 22 offices throughout the country.
F&N has also sealed a five-year exclusive soft drinks contract with Golden Screen Cinemas Sdn Bhd.
Ng said the potential for soft drinks in Malaysia was huge as consumption was lower compared with neighbouring countries and the developed nations in Asia.
He said it would be a challenge to maintain its position in the market in view of rising operating costs, and increase in cost of raw materials, energy and packaging attributed to high oil prices.
Ng said the company had absorbed the increase in cost all this while, but there would come a time when it would have to pass on the increase to consumers.
Among the products bottled and distributed by the company are CocaCola, Sprite, Aquarius mineral water, 100Plus, F&N Orange and Sarsi, Seasons and Fruit Tree. Bernama