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  • 1. Final Report EST. Cola Among MUIC Students 22nd March 2013 Marketing Research II ICMK318 (Aj. Varavuth Chintaradeja) This document contains copyrighted and/or trade secret information belonging exclusively to MUIC Students: EST group Any unauthorized use, disclosure, dissemination, or duplication of the information contained herein may result in liability under applicable laws. MUIC Students: EST Group 999 Phuttamonthon 4 Road, Salaya, Nakhon Pathom 73170 Tel: 66 (0) 2441 5090 Fax: 66 (0) 2441 9745 1
  • 2. I. Background and Objective II. Methodology III. Respondent • Criteria, Size and Distribution IV. Quantitative Main Findings V. Qualitative Main Findings VI. Summary and Recommendation Page xx xx xx xx xx xx Content 2
  • 3. Research Background  Serm-Suk had been authorized to produce and distribute Pepsi products in Thailand for almost 60 years since 1953, until a recent discontinuity of the authorization contract from the parent company in the USA. As a result, Serm-Suk Company established EST Cola brand with their own formula. Moreover, a massive distribution network size of Serm-Suk, along with various marketing activities, contribute to their ability to replace Pepsi products with EST products in a very short period of time  Since it is a new brand in a vey competitive market, it is essential to identify the main attributes for Serm-Suk to effectively and efficiently emphasize on, and also gain knowledge and understanding towards the consumers, in terms of attitude and behaviour  In order to gain the insightful, meaningful, and directed information, it is strongly recommended to obtain the data from one of the actual target consumer group, which is the university students (ie. MUIC students) 3
  • 4. Research Objectives  To identify and understand the consumer behaviour (consumption) towards soft- drink products.  To identify the attitude among cola products in general, not specific to any cola brands.  To identify the deciding Factors towards purchasing cola products, implying the most and the least important factor in purchasing this kind of product.  To identify the attitude and perception, specifically towards EST cola products.  To compare some of the important attributes from three major cola brands. 4
  • 5. Methodology: Approach  This study uses quantitative research method, specifically face-to-face interviews. We decide to use this type of interview because of the limitations of time. Face-to- Face interview is one of the most popular type of research method, provides the ability to the interviewers to explain the questions to the respondents, to ensure the accuracy information obtained.  The Interviewers can also observe certain behaviours or actions of the respondents in specific questions that are possible in other quantitative interview methods, such as Mail survey.  There are only one target group of respondents in this study, which is MUIC students (undergraduate degree) 5
  • 6. Methodology: Pre-Survey procedures  We used questionnaire surveys to obtain the information, and each members understand the questions and realize the expected and potential answers  We verified the accuracy and suitability of each questions by conducted the pilot survey before the actual survey 6
  • 7. Methodology: Criteria and Size  Respondents who were selected to participate in the quantitative approach had to be eligible in several criteria:  Recognize Cola brands  Consumed EST Cola in the last one month  Able to identify their favourite brand  Consume Cola products at least 3 times in the last 7 days 7
  • 8. Methodology: Sample Distribution  In order to meet the previously-stated objectives in a given period of time, and we would employ only face-to-face quantitative interview, we distributed all (100) surveys to this type of interview in a simple random sampling manner (SRS) 8
  • 9. Demographic  Out of 100 samples, 60% are male and 40% are female  Most respondents are 21-22 years old (52%), following by 19-20 years old (29%), and >20 years old (19%)  There incomes are as follows 5,000-10,000 (36%), 10,000 – 15,000 (35%), >15,000 (21%), and <5,000 (8%) (D2,D3,D5) 60% 40% Gender Male Female 9
  • 10. Demographic 52% 29% 19% Age 21-22 Years Old 19-20 Years Old >20 Years Old 8% 36% 35% 21% Income <5,000 5,000-10,000 10,000-15,000 >15,000 10
  • 11. General Information  Preferred Cola Brand (S1) Top cola brand among the majority of the respondents are Coke, Pepsi, and EST. 65% of the respondents rank Coke no.1, 63% rank Pepsi no.2, 64% rank EST. no.3 42% rank Big cola no.4  Top Four Cola Brands are (S3) Male Coke 60% Pepsi 32% EST. 7% Big 2% Female Coke 55% Pepsi 35% EST. 10% Big 0% Coke 28% Pepsi 27% EST. 27% Big Cola 18% Preferred Cola Brands 11
  • 12. General Information 58% 60% 55% 33% 32% 35% 8% 7% 10% 1% 2% Total Male Female Coke Pepsi EST. Big  Top Four Cola Brands (S3) 12
  • 13. General Information  Consumption (S4) 69% of the respondents consumes cola 3-4 times a week 31% of the respondents consumes cola >5 times a week 69% 31% During the week (7 Days), how many times do you drink cola product? 3-4 Times a week > 5 Times a week 13
  • 14. Consumer behavior towards soft drink consumption  Preferred Location to purchase soft drink (Q1) “Where do you usually purchase cola products? (Multiple Answers)” Male Convenient Store 68% Traditional Store 70% Canteen 47% Supermarket 25% Night Clubs 8% Restaurant 3% Vending Machine 0% Convenient Store 80% Traditional Store 68% Canteen 48% Supermarket 33% Night Clubs 8% Restaurant 3% Vending Machine 1% Female 14
  • 15. Consumer behavior towards soft drink consumption  Preferred Location to purchase soft drink (Q1) “Where do you usually purchase cola products? (Multiple Answers)” 73% 68% 80% 70% 70% 68% 47% 47% 48% 28% 25% 33% 8% 8% 8% 3% 3% 3% 1% 1% Total Male Female Convenient Store Traditional Store Canteen Supermarket Night Clubs Restaurant Vending Machine 15
  • 16. Consumer behavior towards soft drink consumption  Preferred Packaging (Q2) “What kind of packaging of cola products do you usually purchase? (Multiple Answers)” Male Can 52% Plastic bottle 53% Glass bottle 13% Separate glass 7% Can 50% Plastic bottle 65% Glass bottle 5% Separate glass 10% Female 51% 52% 50% 58% 35% 65% 40% 13% 5% 8% 8% 10% Total Male Female Can Plastic bottle Glass bottle Separate glass 16
  • 17. Consumer behavior towards soft drink consumption  How respondents usually consume Cola (Q4) “How do you usually consume your cola drink? (Multiple Answers)” Male With meal 53% After meal 35% During the day 40% After Sport 8% As a mixer 13% Drink with ice 3% With movie 78% With meal 53% After meal 28% During the day 40% After Sport 13% As a mixer 8% Drink with ice 0% With movie 80% Female 17
  • 18. Consumer behavior towards soft drink consumption 53% 53% 53% 32% 35% 28% 40% 40% 40% 10% 8% 13% 1% 13% 8% 2% 3% 0% 79% 80% Total Male Female With meal After meal During the day After Sport As a mixer Drink with ice With movie  How respondents usually consume Cola (Q4) 18
  • 19. Attitude among cola product  Which Brand you prefer the most? (Q5.1.1) 0% 50% 100% 150% 200% 250% 300% 350% Coke Pepsi EST. Big RC No comment Total Coke Pepsi EST. Big RC No comment Total Total 56% 37% 7% 0% 0% 0% 100% Male 58.3% 35.0% 6.7% 0% 0% 0% 100% Female 52.5% 40% 7.5% 0% 0% 0% 100% You prefer the most 19
  • 20. Attitude among cola product  Which Brand do you usually purchase? (Q5.1.2) 0% 50% 100% 150% 200% 250% 300% 350% Coke Pepsi EST. Big RC No comment Total Coke Pepsi EST. Big RC No comment Total Total 50% 29% 19% 0% 0% 2% 100% Male 34.6% 19.2% 42.3% 0% 0% 3.8% 100% Female 45% 40% 12.5% 0% 0% 2.5% 100% You usually purchase 20
  • 21. Attitude among cola product  Which Brand has the most attractive advertisement? (Q5.1.3) 0% 50% 100% 150% 200% 250% 300% 350% Coke Pepsi EST. Big RC No comment Total Coke Pepsi EST. Big RC No comment Total Total 49% 44% 4% 0% 0% 3% 100% Male 53.3% 35% 6.7% 0% 0% 3.8% 100% Female 42.5% 57.5% 0% 0% 0% 0% 100% The most attractive advertisement 21
  • 22. Attitude among cola product  Which Brand has the most attractive packaging(Q5.1.4) 0% 50% 100% 150% 200% 250% 300% 350% Coke Pepsi EST. Big RC No comment Total Coke Pepsi EST. Big RC No comment Total Total 44% 30% 15% 1% 0% 10% 100% Male 35% 30% 15% 0% 0% 6% 100% Female 57.5% 30% 0% 1% 0% 4% 100% The most attractive packaging(Q5.1.4 22
  • 23. Attitude among cola product  Which Brand is the healthiest cola product (Q5.1.5) 0% 50% 100% 150% 200% 250% 300% 350% Coke Pepsi EST. Big RC No comment Total Coke Pepsi EST. Big RC No comment Total Total 15% 3% 9% 12% 2% 59% 100% Male 16.7% 3.3% 10% 13.3% 2% 53% 100% Female 12.5% 2.5% 7.5% 10.0% 0% 68% 100% The healthiest cola product 23
  • 24. Attitude among cola product  Which Brand has the most availability(Q5.1.6) 0% 50% 100% 150% 200% 250% 300% 350% Coke Pepsi EST. Big RC No comment Total Coke Pepsi EST. Big RC No comment Total Total 48% 10% 40% 0% 0% 2% 100% Male 41.7% 11.7% 43.3% 0.0% 0% 3.3% 100% Female 57.5% 7.5% 35.0% 0.0% 0% 0% 100% The most availability 24
  • 25. Attitude among cola product  Which Brand has the most income (Q5.2) Assume the cola brands are individual persons 0% 50% 100% 150% 200% 250% 300% 350% Coke Pepsi EST. Big RC No comment Total Coke Pepsi EST. Big RC No comment Total Total 77% 21% 1% 0% 0% 1% 100% Male 76.7% 21.7% 1.7% 0.0% 0% 0.0% 100% Female 77.5% 20.0% 0.0% 0.0% 0% 3% 100% The most income 25
  • 26. Attitude among cola product  Which Brand matches the formal shirt(Q5.3.1) Assume the cola brands are individual persons Coke Yes No Pepsi Yes No Est Yes No Big Yes No RC Yes No Female 37.5% 62.5% 27.5% 72.5% 2.5% 97.5% 2.5% 97.5% 0.0% 100.0 Male 41.7% 58.3% 19.2% 80.8% 2.0% 98.0% 2.0% 98.0% 5.0% 95.0% Total 40% 60% 28.0% 72.0% 2.0% 98.0% 2.0% 98.0% 3.0% 97.0% 0 0.5 1 1.5 2 2.5 3 3.5 The formal shirt 26
  • 27. Attitude among cola product  Which Brand matches the smart casual(Q5.3.2) Assume the cola brands are individual persons Coke Yes No Pepsi Yes No Est Yes No Big Yes No RC Yes No Female 40.0% 60.0% 40.0% 60.0% 12.5% 87.5% 0.0% 100.0 0.0% 100.0 Male 50.0% 50.0% 28.0% 72.0% 11.7% 88.3% 0.0% 100.0 0.0% 100.0 Total 46% 54% 33.0% 67.0% 12.0% 88.0% 0.0% 100.0 0.0% 100.0 0 0.5 1 1.5 2 2.5 3 3.5 The smart casual 27
  • 28. Attitude among cola product  Which Brand matches the casual(Q5.3.3) Assume the cola brands are individual persons Coke Yes No Pepsi Yes No Est Yes No Big Yes No RC Yes No Female 35.0% 65.0% 25.0% 75.0% 25.0% 75.0% 5.0% 95.0% 0.0% 100.0 Male 31.7% 68.3% 32.0% 68.0% 27.0% 73.0% 5.0% 85.0% 3.0% 97.0% Total 33% 67% 29.0% 71.0% 26.0% 74.0% 5.0% 95.0% 2.0% 98.0% 0 0.5 1 1.5 2 2.5 3 3.5 The casual 28
  • 29. Attitude among cola product  Which Brand matches the hipster(Q5.3.4) Assume the cola brands are individual persons Coke Yes No Pepsi Yes No Est Yes No Big Yes No RC Yes No Female 15.0% 85.0% 23.0% 78.0% 37.5% 62.5% 10.0% 90.0% 3.0% 98.0% Male 25.0% 75.0% 18.0% 82.0% 35.0% 65.0% 13.0% 87.0% 5.0% 95.0% Total 21% 79% 20.0% 80.0% 36.0% 64.0% 12.0% 88.0% 4.0% 96.0% 0 0.5 1 1.5 2 2.5 3 3.5 The hipster 29
  • 30. Attitude among cola product  Which Brand matches the shorts tank top(Q5.3.5) Assume the cola brands are individual persons Coke Yes No Pepsi Yes No Est Yes No Big Yes No RC Yes No Female 18% 83% 10.0% 90.0% 15.0% 85.0% 32.5% 67.5% 25.0% 75.0% Male 8% 92% 15.0% 85.0% 12.0% 88.0% 27.0% 73.0% 23.0% 77.0% Total 12% 88% 13.0% 87.0% 13.0% 87.0% 29.0% 71.0% 24.0% 76.0% 0 0.5 1 1.5 2 2.5 3 Chart Title 30
  • 31. Attitude among cola product  Which Brand matches the trendy(Q5.3.6) Assume the cola brands are individual persons Coke Yes No Pepsi Yes No Est Yes No Big Yes No RC Yes No Female 33.0% 67.0% 27.5% 72.5% 20.0% 80.0% 3.0% 97.0% 0.0% 100.0% Male 28% 72% 37% 63% 18.0% 82.0% 2.0% 98.0% 2.0% 98.0% Total 30% 70% 33% 67% 19.0% 81.0% 2.0% 98.0% 1.0% 99.0% 0 0.5 1 1.5 2 2.5 3 3.5 The trendy 31
  • 32. Attitude among cola product  Which Brand matches the income below 5,000(Lowest income) (Q5.4.1) Assume the cola brands are individual persons coke Yes No Pepsi Yes No EST Yes No Big Yes No RC Yes No Female 3% 98% 0% 100% 10% 90% 35% 65% 35% 65% Male 0% 100% 5% 95% 12% 88% 20% 80% 47% 53% Total 1% 99% 3% 97% 11% 89% 26% 74% 42% 58% 0 0.5 1 1.5 2 2.5 3 3.5 The income below 5,000 32
  • 33. Attitude among cola product  Which Brand matches the income above 50,000(Highest income) (Q5.4.6) Assume the cola brands are individual persons coke Yes No Pepsi Yes No EST Yes No Big Yes No RC Yes No Female 52% 48% 30% 70% 5% 95% 3% 98% 3% 97% Male 60% 40% 22% 78% 3% 97% 2% 98% 0% 100% Total 57% 43% 25% 75% 4% 96% 2% 98% 1% 99% 0 0.5 1 1.5 2 2.5 3 3.5 The income above 50,000 33
  • 34. Attitude among cola product  Which Brand has age below 15(Youngest) (Q5.5.1) Assume the cola brands are individual persons coke Yes No Pepsi Yes No EST Yes No Big Yes No RC Yes No Female 5% 95% 8% 92% 35% 65% 12% 88% 15% 85% Male 8% 92% 7% 93% 38% 62% 7% 93% 8% 92% Total 7% 93% 7% 93% 37% 63% 9% 91% 11% 89% 0 0.5 1 1.5 2 2.5 3 Age below 15 34
  • 35. Attitude among cola product  Which Brand has age between 40-50 (Oldest) (Q5.5.6) Assume the cola brands are individual persons coke Yes No Pepsi Yes No EST Yes No Big Yes No RC Yes No Female 30% 70% 18% 83% 0% 100% 10% 90% 5% 95% Male 22% 78% 8% 92% 2% 98% 15% 85% 15% 85% Total 25% 75% 12% 88% 1% 99% 13% 87% 11% 89% 0 0.5 1 1.5 2 2.5 3 3.5 Age between 40-50 35
  • 36. Attitude among cola product  Which Brand is male(Q5.6.1) Assume the cola brands are individual persons coke Yes No Pepsi Yes No EST Yes No Big Yes No RC Yes No Female 50% 50% 60% 40% 35% 65% 28% 73% 30% 70% Male 77% 23% 60% 40% 55% 50% 45% 55% 47% 53% Total 66% 34% 60% 40% 44% 56% 38% 62% 40% 60% 0 0.5 1 1.5 2 2.5 Male 36
  • 37. Attitude among cola product  Which Brand is female(Q5.6.2) Assume the cola brands are individual persons coke Yes No Pepsi Yes No EST Yes No Big Yes No RC Yes No Female 35% 65% 10% 90% 18% 83% 10% 90% 10% 90% Male 8% 92% 13% 87% 12% 88% 3% 97% 3% 97% Total 19% 81% 12% 88% 14% 86% 6% 94% 6% 94% 0 0.5 1 1.5 2 2.5 3 Female 37
  • 38. Deciding Factor: Overall Overall, the top 5 important factors from a likert scale rating questions in choosing to purchase the cola products are (received highest % in top 2 boxes) Flavor 90% Cleanliness 89% Availability 89% Familiarity with the brand 81% Reputation of the brand 80% 38
  • 39. Deciding Factor: Overall 17.00% 28.00% 31% 30.00% 26.00% 31.00% 34.00% 9.00% 6.00% 18.00% 9.00% 39.00% 41.00% 35.00% 42.00% 26.00% 33.00% 30.00% 39.00% 40.00% 26.00% 30.00% 39.00% 47.00% 23.00% 28.00% 20.00% 33.00% 38.00% 9.00% 22.00% 14.00% 24.00% 22.00% 25.00% 59.00% 51.00% 34.00% 66.00% 15.00% 7.00% 12.00% 0% 20% 40% 60% 80% 100% Reputation Family Influence Creativity of Advertising Friend/ social influence Package Size Price Availability Flavor Familarity Cleanliness Communication Tools Brand Ambassador Sales Promotion T2B Mean 45% 3.24 27% 2.9 43% 3.35 89% 4.53 81% 4.13 90% 4.37 89% 4.45 51% 3.58 62% 3.75 63% 3.74 44% 3.18 55% 3.55 35% 2.82 80% 4.15 39
  • 40. Deciding Factor: Most Important 6% 9.00% 9.00% 18.00% 17.00% 39.00% 23.00% 30.00% 47.00% 42.00% 51.00% 66.00% 59.00% 34.00% 38.00% 0% 20% 40% 60% 80% 100% Flavor Cleanliness Avalibility Familarity Reputation T2B 80% 81% 89% 89% 90% 1st rank 20% 2nd rank 19% 3rd rank 14% “Flavor” is the most important factor that MUIC respondents are concerned in purchasing a cola drink, 90% rated flavor as important and very important. The second and third rank are Availability and Cleanliness, both being 89%. 40
  • 41. Deciding Factor: Least Important 28.00% 41.00% 30.00% 35.00% 26.00% 20.00% 30.00% 33.00% 9.00% 7.00% 14.00% 12.00% 0% 20% 40% 60% 80% 100% Family Influence Brand Ambassador Friend/ social… Sales Promotion The two variables that incur in generating cost for the company are sales promotion and brand ambassador. From the survey, Brand ambassadors and Sales Promotion has no effects on RD (it has a high number in B2B) in when purchasing a cola product. However, since EST. cola is in the introductory stage, it is better for the brand if the ambassadors is a top tier figure and is extremely well known. B2B 20% 25% 32% 37% 41
  • 42. Related Terminology  After having gone through the study, we asked respondents to identify terms that may be unclear to us.  “Reputation of the brand”  “Familiarity with the brand”  “Creativity of advertising” 42
  • 43. Attitude/perception towards EST. cola  Attitude/perception towards EST cola – What do you think of Est.’s taste? – Would you serve Est as a cola product if you own a restaurant? Why? – In your opinion, what are the unique characteristics of Est cola? 43
  • 44. Attitude/perception towards EST. cola  There are 15 main attitude or perception towards EST. Cola which are as follow:  Tasty: 10%  Not tasty: 12%  So so: 14%  Too fizzy: 2%  Not fizzy: 11%  Flat Taste: 7%  Too sweet: 22%  Taste like coke: 4%  Taste like Pepsi: 8%  Taste all the same: 6%  Sweeter than pepsi: 3%  Coke is better: 3%  Taste like cola candy, mentos: 7%  Not good: 6%  Weird: 3%  One person can have many attitude 44
  • 45. 9% 59% 12% 20% Perception towards Est. Tasty Not tasty So so Compare taste to other brand 17% 3% 16% 10% 31% 10% 9% not tasty not fizzy too sweet not good 0% 10% 20% 30% 40% Not tasty 0.2 0.4 0.3 0.15 0.15 taste like Coke Taste like Pepsi Taste all the same Sweeter than Pepsi Coke is better 0 0.1 0.2 0.3 0.4 0.5 Compare taste to other brands 45
  • 46. Related terminology “Tasty”  Some respondents cannot define the reason for tasty. They don’t know neither it’s just enough sweet level or fizzy level. They just prefer drinking Est. cola. “Not tasty”  Some respondents do not like drinking Est. but cannot tell the specific reason. They just know that they tested it and they do not like it. “So so”  In this case, so so somehow means drinkable, if there est.’s available for them they can drink it. “Too fizzy”  Est. cola is too sparkling 46
  • 47. Related terminology “Not fizzy”  Est. cola has too little carbon dioxide or gas “Flat taste”  Negative perception towards Est. telling that the taste of Est. is not strong, in some case, people say est. almost has no taste. “Too sweet”  Many respondents has negative perception towards est. as it is too sweet. As specific, 22% think Est. is too sweet. “Taste like coke”  Taste of Est. cola cannot be differentiated from Coke 47
  • 48. Related terminology “Taste like coke”  Taste of Est. cola cannot be differentiated from Coke “Taste like Pepsi”  8% of respondents said Taste of Est. cola cannot be differentiated from Pepsi “Taste all the same”  6% of respondents cannot differentiate cola’s taste from different brands “Sweeter than Pepsi”  3% of respondents be more specific on too sweet perception and compare sweetness with Pepsi brand “Coke is better”  3% of respondents believe Coke is better than Est. cola 48
  • 49. Related terminology “Taste like cola candy, Mentos”  7% of respondents, tasted cola Mentos before and after drinking Est. cola they found the tastes of two are similar “Not good”  Few number of respondents said the taste is not good, but they did not say it is not tasty. They can drink est. but they have negative perception towards Est.’s taste. “Weird”  To be specific, 3% of respondents cannot tell how Est. taste like, but they are not familiar with it so they said it’s weird. This is another negative perception towards Est.’s taste. 49
  • 50. Attitude/perception towards EST. cola  Assume that respondents own a restaurant, will they serve Est. as their cola drink? 34% 66% Would you serve Est.? yes no 50
  • 51. Attitude/perception towards EST. cola  There are 12 reasons for people to choose or not to choose Est. as a product in their restaurant  Est. is cheaper: 4%  Est. is good: 8%  Prefer Coke: 23%  Prefer Pepsi: 16%  taste: 31%  Availability: 10%  Thai brand: 3%  newness: 18%  not popular enough: 11% 51
  • 52. 34% 66% Would you serve Est. yes no 21% 24% 47% 17% Prefer Coke Prefer Pepsi Taste not popular enough 0% 10%20%30%40%50% Reason for "No" 12% 24% 29% 9% 53% Est. is cheaper Est. is good Availability Thai brand Newness 0% 20% 40% 60% Reason for “Yes” 52
  • 53. Related terminology “Taste”  In this case, it is a negative perception, meaning respondents do not like the taste of Est. “Thai brand”  It is a position perception, some people like products from Thai and would like to support them. “Newness”  Newness also is a positive perception towards Est. as some people think trendy is good and serving trendy products can bring trendy people to the restaurant. 53
  • 54. How people perceive unique characteristics of EST. 0% 5% 10% 15% 20% 25% 30% Trendy Copy pepsi Thai brand Sweet taste Appearance/ Color Brand / Name Availability Cheaper price/ better deal Advertisement Female Male Total 54
  • 55. Brand comparison  Three brands are compared to see positioning of each brand and effectiveness of advertising, looking through the following factors.  Has clear characteristic  Has clear target market  Brand ambassador represent the characteristic well  Send out easy to decode message  Launch easy to remember ads 55
  • 56. Brand comparison 65% 38% 35% 51% 49% 24% 46% 44% 37% 41% 11% 16% 21% 12% 10% 0% 10% 20% 30% 40% 50% 60% 70% clear characteristic clear target market Brand ambassador represent brand well Send out easy to decode message Launch easy to remember ads Coke Pepsi Est. 56
  • 57. Related terminology “Has clear characteristic”  It means when referring to cola brands which cola brand you can see clear picture such as color, what group of people would like them. “Has clear target market”  In this part, we would like to know whether respondents know which group of people Coke, Pepsi, and Est. serve and which one has the clearest target group that general people can understand “Brand ambassador represent the characteristic well”  Referring to the clear characteristic above, whose brand ambassador can represent that characteristic well, for example, lively brand, can the presenter communicate liveliness out? 57
  • 58. Related terminology “Send out easy to decode message”  For this part, we would like to know which brand’s advertisement is easy for MUIC students to understand “Launch easy to remember ads”  Advertisement might be easy to understand, yet may be not easy to recall. So we would like to know which advertisement can catch audience attention well, so that we can analyze it later. 58
  • 59. Summary & Conclusions  Objective: Consumer behavior towards soft drink consumption  Top cola brand among the majority of the respondents are Coke, Pepsi, and EST. 59
  • 60. Summary & Conclusions  Objective: To find the attitude among cola products. To find how consumers attitude about EST. cola product.  The cola brand which consumers prefer and aware the most is Coca Cola. Pepsi is the second place and third is Est cola. Coca Cola attributes around 50 in almost every are in Q5.1-5.6. Which Brand you prefer the most, which brand do you usually purchase, which Brand has the most attractive advertisement, which Brand has the most attractive packaging, which Brand is the healthiest cola product and which Brand has the most availability these are the some of question that Coca cola takes first place. Est. cola is preferred by male more than female. Furthermore, Est cola is more awareness than the old cola product in Thailand such as Big cola and RC. 60
  • 61. Summary & Conclusions  Objective: Attitude/perception toward EST cola  For attitude of Est.’s taste, more than half of respondents do not like the taste, only 9% like its taste and 12% said it is so so. 20% of respondents feel the taste somehow is similar to other cola brand such as Coke and Pepsi  For people who do not like the taste, the major reason is because it is too sweet and not fizzy  The brand that taste the most similar to Est. is Pepsi. This implies that Sermsook, company once produced Pepsi, may find out Pepsi’s formula, and use it with Est. after deciding not to prolong contract.  If the respondents own the restaurant, 66% will not supply Est. as a cola drink, only 34% will supply Est.  The main reason for supplying Est. is their newness and availability. Newness will be gone by the time pass by, so availability should be focused intensively.  The reason for not supplying Est. is their taste which previously said it’s too sweet, and not fizzy. Moreover, some respondents even feel weirdness such as taste like cola candy. 61
  • 62. Summary & Conclusions  Most people perceive unique characteristic of Est. as a Trendy cola brand, followed by Thai brand. Thai people know Est. is Thai brand, and according to the reason for supplying Est. Thai brand is also one of the reason, even it’s not much in terms of percentage but Thai still support Thai. So if Est. can overcome their weakness which customer do not satisfy, there will be a great opportunity for Est. to beat the market as it is Thai owned brand.  For Brand Comparison, Est.’s clear characteristic, clear target market, Brand ambassador, and advertising still lack far behind Coke and Pepsi as time to market is much later and customer already feel familiar with the previous cola brand. With the percentage we can see clear space for improvement which are still focusing on advertising to strengthen position of the brand. 62
  • 63. Recommendation  Attitude towards Est.’s taste is hard to change, therefore we recommend Est. to improve a little bit about level of sweetness, and suggest more choice for customer for example Est. Zero, or low sweetness for the one who do not like too much sweet. More than half of respondents have negative perception towards taste of Est. So reinforcing position feeling advertisement could be the way to change customer’s perception such as using emotional advertisement focusing on lively and cool as target group is teenager, young and new generation. With more positive perception towards brand, we believe it can overcome negative perception towards Est.’s taste 63
  • 64. Recommendation  For B2B business plan, even though the research said 34% of respondents will serve Est. as a cola drink, but generally, we see Est. in most of the restaurants we go and when we ask for Pepsi, waiter will say there’s est. only, are you ok with Est.? According to the news, the owner of Est. once work for Pepsi for such a long time before the contract was ended. So the owner and the company have a very good logistic system through out Thailand. Therefore, Est.’s distribution channel is their strength. The result is confirmed with the graph saying availability is one of the main reason people choose to supply Est.  We recommend Est. to focus on their strength, distribution channel, and may tie in with their other products such as Chang, and their alcohol product just like what they did before. So all distributor will have to sell est. if they want to sell other product like Chang which currently have a very high market share. So this will be the way to lock a store to sell our product throughout Thailand.  For the one that do not prefer Est., we believe that if the position of Est. is stronger using advertisement, then more people will accept our product, restaurant’s demand will shift towards Est. for sure. 64
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  • 73. 22nd March 2013 For Marketing Research II (Aj. Varavuth Chintaradeja) This document contains copyrighted and/or trade secret information belonging exclusively to MUIC Students: EST group Any unauthorized use, disclosure, dissemination, or duplication of the information contained herein may result in liability under applicable laws. MUIC Students: EST Group 999 Phuttamonthon 4 Road, Salaya, Nakhon Pathom 73170 Tel: 66 (0) 2441 5090 Fax: 66 (0) 2441 9745 73