Wannipa Bhakdibutr, CEO of Osotspa Public Company Limited (SET: OSP), revealed that the company is still confident in its five-year strategic plan (2024-2029). The company is also striving to achieve the THB 40,000 million sales goal and 9% annual growth, while considering a merger and acquisition (M&A) as stated in the strategy.
The M&A would focus on business in beverage, personal products, and other related businesses that could bolster the main business. Progress on M&A would be further notified, as the company would initially focus on businesses in Thailand.
OSP will bring in high-performing businesses to reinforce its 134-year-old business. The company was infamous for heavily relying on M-150 products, even if they only accounted for 30% of the total revenue.
Meanwhile, in the past 4-5 days OSP shares have contracted, largely due to heightened competition and shrinking market share from M-150 price adjustment and other factors. OSP saw that the market was overly concerned, as the company’s finances were still in a decent condition. The company also affirms that it did not pledge its own share.
OSP is pushing for growth in its energy drink market, fortifying M-150 as the number one energy drink for Thai people from all professions and lifestyles.
The company offers a diverse range of products at various price suiting different demands for energy boost, ranging from THB 12 glass bottle M-150, THB 10 honey flavored drink, THB 20 M-Sparkling canned carbonated drink, and recently a limited edition THB 10 yellow bottle M-150 as part of the 40th anniversary for consumers in rural area with limited income.
OSP also plans to continuously support products in the M-150 group for the rest of the year, while also expanding its market reach to increase customers’ accessibility.
The success of raising the M-150 price to THB 12 has bolstered the company’s confidence in its brand strength. Its diverse price strategy has set the company apart from its competitors, as the company could cater to existing M-150 customers, enticing its old customers who begin to turn away from the products, new customers who have not tried M-150, and new customers who have started drinking energy drinks.
In the past, OSP’s M-150 had a 35% market share and has since declined to 32%, the company is now pushing to regain the lost 3% market share back.
OSP’s 2024 performance is expected to grow from an earlier year, with the Board of Directors Meeting set to be discussed to approve the company budget on 26 February 2025.
As for 2025’s performance, OSP has had a good start since January 2025, with the growth set to be fully realized after the corporate restructuring and efficiency improvement through various projects over the past 1-2 years.
In 2025, the company aims for sales growth to be at least around the median, from its expansion in both domestic and foreign markets, while also rolling out new innovative products in all sectors, fortifying the strategy of a diverse brand portfolio to meet a wider range of customer demands, and furthering its already successful marketing campaign into foreign countries.
OSP’s corporate restructuring has changed the company structure and operation to support future growth, with reinforcement to the administrative team specifically on the beverage group, changing the administration from functional structure to category structure to bolster efficiency and agility.
Wannipa will hold both CEO and Group Chief Domestic Beverage Officer positions to lead and strategize the beverage business, with the Chief Marketing & Innovation Officer leading the market research and product development team, Chief Consumer & Category Officer taking helm at marketing and trade marketing, and Chief Customer & Channel Officer developing and expanding sales channel.
The company also transformed its entire organization to improve efficiency, cut costs, and utilize AI technology to manage data and workflow, further supporting the goal of corporate sustainability. The company also propped up corporate culture through the ACT model, which focuses on Achievement, Consumers, and Teamwork, which would allow its employees and organization to adapt, grow, and overcome the rapidly changing challenges.
OSP will further develop its beverage, personal products, candy, and health products business to sustainable growth, with innovative products, trend-leading marketing strategy, strengthened brand capability, expanding customer base, diverse brand portfolio, and new products that cater toward all lifestyles and demands of Gen Z, millennial, and elderly, while also catering toward health and wellness trend.
