Business Overview
Srinanaporn Marketing Public Company Limited (the “Company”) was founded over 30 years ago by Kraipisitkul family, starting as a snack delivery shop named Sriwiwat Shop in 1972.
In 1991, the business expanded into a limited company, establishing Kim Heng Food Products Company Limited (“KHF”), Siam Daily Foods Company Limited (“SDF”), and Srinanaporn Marketing Company Limited to produce and distribute beverages and snacks. This marked the beginning of the Company’s beverage and snack production and distribution business. The Company aims to excel and become a leader in producing and distributing high-quality, service-oriented beverage and snack products, while building its trademark to be the top choice for consumers of all ages and genders.
The Company’s main business is manufacturing and distributing snacks and beverages.
Beverage Products
- Ready-to-drink jelly and carrageenan jelly products under the brands Jele, Daiyamoto, Cooly Kool and Magic Farm
- Other beverage products such as grass jelly in syrup, coconut juice with coconut jelly under the Magic Farm Fresh brand and vitamins water by Jele
Snack Products
- Baked squid, squid strips, and fish strips under the Bento brand
- Molded snack products and bread sticks under the Dok Bua and Lotus brands
- Wafer and biscuits products under the Chocky and Bakery House brands
The domestic distribution structure
Distribution Channel: Modern Trade
In this channel, the company sells consumer goods directly to various modern trade outlets such as convenience stores (e.g., 7-Eleven, Family Mart), supermarkets, hypermarkets, and wholesale stores like Makro.
Distribution Channel: Traditional Trade
- Distribution through Distributors
- Wholesale Traditional Trade Distribution
- Retail Traditional Trade Distribution
Business Structure
Competitive Strategy
The Company has devised both short-term and long-term strategies to address market and consumer needs, considering technological trends and evolving competition. This involves planning and coordinating efforts across the entire organization, not only in the sales and production departments but also in various support departments. The aim is to ensure the creation and production of high-quality, flavorful products, as well as continuously improving and developing its production processes. The Company enhances organizational development and employee satisfaction, fostering a culture of continuous learning that includes research, production, transportation, and overall environment. The focus remains on developing a diverse range of high-quality products that cater to the needs of consumers across all demographics and occasions through its products.