Tan Passakornnatee, the founder of beverage company “Ichitan Group”, shares his marketing legacy with over 1,400 students at Panyapiwat Institute of Management (PIM) in a special lecture on “From Local to Global”, inspiring young market-to-be to pursue their dreams in the modern marketing world where no boundaries exist.

Tan, known for his fighting spirit, gave a lecture on “From Local to Global” to first-year students in four faculties – Business Administration Faculty, Food Business Management Faculty, Logistics and Transport Business Management Faculty, and Management Science Faculty.

With an objective to prep young marketers for the real world, Tan shared his experience and interesting stories about how his company, Ichitan, creates high-quality and innovative beverage products and how these products have helped Ichitan achieve its business goals and make sound contribution to the society.

Sharing is over 30-year experience in the business world, Tan said, “Ichitan knows and values everyone in the entire business chain, from upstream to downstream, because they are all important. We have to ensure management efficiency across the process. We need to draw effective communication strategy to say the right thing to the right target group. We have used proactive distribution strategy. Presenter selection and online communication must also be thoroughly studied and implemented.

“All these strategies were key contributions to our success. One of the secrets that have made Ichitan the market leader and the top of mind beverage brand in the hearts of youngsters are good business partners and our commitment to creating innovations that bring the best experience and happiness to consumers. This is clearly seen from the success of “Yen Yen” herbal drink that not only freshens up consumers but also give the benefits of herbs, “Yen Yen Fun” that adds the fun to herbal drink with chewy coconut jelly, and “Chew Chew” green tea drink with coconut jelly. With the unique taste, experience, benefits, and each brand’s young and fun characteristics, the three beverage brands are loved by young people. In addition to the product uniqueness, the fact that they are sold in nationwide Seven-Eleven convenient stores, which have highly efficient distribution network, contribute largely to the success.” At the end of the lecture, the students were inspired by his insights, experience and food for thoughts. They also had fun with many activities, such as photo booth, giant jelly balloon and fun games with lots of gifts from Ichitan.