4. Thecompany began asa
family-owned businessselling
baked goods under “Piyajit”
brand.
1973
Itchanged name to Sappe Public
Company Limited.
2013
Sappe Aloevera
Launched
2014
Sapanan General Food
Company Limitedwas
founded.
1988
Launched firstfunctional drink
“Sappe BeautiDrink”.Itbecame
a phenomenal successand
created a new beverage
category inThailand, Functional
Drink.
2006
Analysis
Sappe wasfounded in1973and produced Sappe Aloe Vera in2014and succeeded in2015.Sappe Aloe Vera
wasthe firstbrand that promoted ina large market to become the number one brand. Fromthe timeline,if
looking at the market share, Sappe has very high market share.
Over 18millionsof bottlessold
nationwide and became No.1
inThailand fruitjuice withaloe
vera pulp market
2015
Company background
5. MISSION VISION
Bean inspiringThaimodel organization
delivering superiorchoices of food &
beverages to better people's lives
Becoming the preferred and trustedglobal
brand driven by a team of passionate and
synergistictop talentspassionately working
happily together ina dynamically innovative
workplace
Analysis
Sappe isa modernistic and innovative brand driven by theirpassionto satisfyhealth and beauty conscious
consumerswiththeirawesome products.
Mission & Vision
6. Brand as a person
Sappe isunique from aloe verachunks
Sappe isgood looking from the brand image / package
Sappe isConfident withemotional / functionalbenefits
Analysis
Sappe asa person would be a woman who isConfident, Unique, Good looking. Asitgood looking from brand
image and have unique inbrand itself withconfident.
Confident
Unique
Good looking
Brand personality
7. Brand Name
Sappe Aloe Vera isfirstbrand of
Sappe sold nationwide and
became No.1 inThailand fruit
juice withaloe vera pulp
market
Brand slogan
SuperiorAloe Vera, Experience…LIKE NO OTHER.
Font Brand Color
Red: Strength, Power, Passion
White: Original, Clean, Safe
Green: Freshness,life, Relaxation
Analysis
Thename of the brand illustrateswhite capital spelling withthickred outlines.Beneath the brand isa green, semi-cursivestylewriting
strokedin white to associate withthe color of aloe vera. Theslogan suggeststo offer a unique experience. transferability ,meaningfulness
and memorability
Brand element
Script
● Transferability - Sappe Aloe Vera’s logo has a clear
distinction between the brand logo and the product logo
● Meaningfulness - Sappe Aloe Vera’s logo has a clear
meaning by usingthe color that can relate withthe aloe
vera (Green)
● memorability - Theyusesimplewordsto make iteasy to
remember
Criteria for choosing
brand element
8. Emotional Modifier Refreshing
Descriptive Modifier
Healthy, Unique
Brand Function Nourishbeauty and health
Analysis
DrinkingSappe makesyou feel refreshed. Itappeals to the modern youth aswellasthe health
conscious. TheBrand communicates itself to be a refreshing, nurturerof health and beauty.
Brand mantra
9. Analysis
Forthe mood and tone of Sappe, they want to represent that the brand are lively, fresh,and natural. Their
slogan communicate uniqueness,for key messagethey alsocommunicate uniqueness and refreshing
Mood
Lively, Vivid, Fresh
Tone
Organic, Relax, Natural
Mood & tone
Slogan
Superior Aloe Vera, Experience…LIKE
NO OTHER.
Key message
Refreshing , Unique
10.
11. Product Attribute Functional Benefit Emotional Benefit Self-expressive Benefit
Ingredients
● Aloe Vera 10%
● Sugar 4%
● Fructose syrup 3%
● Acidity Regulator (INS330, INS327)
● Gelling agent (INS418)
● Preservative (INS211)
● Sweetener (Acesulfame K)
● Artificial grape flavoring
● Help withhealthy body and
beautiful skin
● Cure hangover
● High dietary fiber
● Antioxidants
● Anti diabetes
● Reduce arthritis
● Moisturize skin
Ifeel healthy and refreshing Iam a healthyperson
Flavors
White Grape, Lychee, Apple, Red
Grape
Tastegood
Healthy
Ifeelpleasure
Iam good-looking and healthy
person
Shape Square bottle shape Easyto carry Ifeelconvenient Iam an easygoingperson
Color Green, red
Green: nature,freshness
Red: energy
Green: Ifeel refreshed
Red: Ifeelenergetic
Green: Iam a refreshingperson
Red: Iam an activeperson
Packaging Plastic Unbreakable Ifeelsafe Iam a safety-concernperson
Product attribute & benefits
Analysis
Theyusemodern square bottle designed withsoftedges, wrapped intransparent plastic sheet. Thefunctional benefits of
Sappe focus on beauty and healthy that come from the aloe vera inthebeverage.
13. Analysis
According to the promotionsthat Sappe launched, all of the promotionscommunicates the same thing. which isfreshness.For
the media channel sappe has3media channel but the main channel they useto communicate isfacebook
Promotion
Mc tools Advertising Public Relations Sales promotion Event marketing
Executions
Key message
Thissummer, freshen up with a Sappe
Aloe Vera drink withaloe vera fleshto
chew on and enjoy withthe full
benefits. Ifyou want freshness, justdrink
Sappe Aloe Vera
Tony: Thailand ishot all day. Iam an
outdoor activities. Idon't liketo drink
sugary drinkssoIwanted a refreshing
drink witha lightly flavored sappé with
aloe vera flesh to enjoy.
Special price for just one day! Sappe
Aloe Vera Drink has super discount.
Justbuy 3bottles for only 50baht and
buy a whole box (24 bottles) worth
only 360baht from normal price 20
baht per bottle (Only customers who
likethe F
Bpage)
Sappe isdelivered directly to the
Sappe caravan parade that willbring
fun and good health to the front of
the house, along withthe event
"CHOOSE YOUR CHOICE" with SAPPE
that allowscustomers to choose a
Sappe that matches theirpersonality
the most(Sappe Beauti Drink&Sappe
Aloe Vera)
Media channels
11.2k 1.08k
14. Analysis
Sappe communicate theiraloe vera cube inthe main media whileinthe supportive media they alsocommunicate their
aloe cube and alsofreshness.
Promotion Comparison
MAIN MEDIA (TVC)
Key
Message
นี้แหละเนื้อแท ้ของชีวิต Sappe aloe
vera drink
Key Visual
SUPPORTIVE MEDIA
Key
Message
อร่อยเคี้ยวเพลินกับว่านชิ้นโต
เติมความสดชื่น ด ้วยSappe aloe vera
Key Visual
15. Criteria 3 :
Well-known beverages
Criteria 1 :
Beverages with
chewy bits
Criteria 2 :
Clear beverages
(Juice and tea with
chewy bits)
Coco
Clear beverages Cloudy beverages
High marketshare
Analysis
Forthe criteria for competitors we choose beverages withchewy bitsthat usesjuice or tea to expand our market. We pick each competitors according to their
market share whether itishigh enough to be our direct competitors. Asfor the mood and tone of each brand ichitan and gato are pretty much the same which are
Aloe vera
Coco Aloe vera
Competitors Landscape
17. Analysis
Thefirstcompany to establishwastipco followed by Sappe, Kato and Ichitan. Thecompany that launched the product
firstisgato followed by tipco sappe and lastlyichitan. However thisdoes not correlate to marketshare
Companies & Products Background Comparison
1967 1973 1976 2010
The year of the companies
were established
2000 2010 2014 2016
The year of the products were
launched
18. Market Share
Market Eco juice Healthyand natural drink Functional drink Healthyand natural drink
Market Share 14% 23% 27% 6%
Market value 12,500 million 30,427 million 1900million baht 30,427 million
Analysis
Sappe hasthe highest market share intheirown market followed by ichitan, gato and lastlytipco. However theirmarket
has the lowestvalue by far,In addition the brand that hasthe highest value isichitan followed by tipco,gato and sappe
19. Analysis
Gato focus on affordable price and happiness whileichitan, sappe and tipco focuseson quality drinksfor
consumer. Tipcohowever focused on help improving stakeholderswell being
Mission & Vision Comparison
VISION
Todelight consumerswith
delicious-immense taste at
affordable price and to
ultimatelycreate sustainable
value to our.
A leader inbeverage businesswith
quality and innovation that grows
witha good society
Becoming the preferred and
trusted global brand
A market driving company that
enhances the value to
stakeholder
MISSION
Thecompany believe that
“the truetastecan seizea
meaningful of the happiness
Developing quality drinks that are
good forhealth
Focuseson food &beverages
to better people's lives Bringwellness to society
20. Analysis
Forgato and ichitan theirpackaging and brand name lean toward the fun side more from the colour and packaging that the used, however only ichitan slogan insinuate fun.
Asfor sappe and tipco the brand name isnot asinteresting the packing and the colour are not asinteresting or fun asgato or ichitan which makes both brands seemsmore mature.
Brand Elements Comparison
Brands
Brand colors Natural, fresh
Energy, strength,desire
Innocence, goodness, purity
Power, elegnace, formality, authority
Energy, strength,desie
Innocence, goodness,
purity
Natural, fresh
Energy,
strength,desire
Innocence, goodness,
purity
Package
Key colors
Brand name KATO/ กาโตะ Ichitan Chew Chew / อิชิตัน ชิวชิว Sappe Aloe Vera
- Tipco Squeeze Pasteurizedaloe
vera juice withwhite grape
- Tipco 100%Aloe vera &Grape
Juice withaloe vera gel minced
Brand Slogan กาโตะนํ้าผลไม ผสมวุ นมะพร าว Chew Chew เคี้ยวสนุกได นํ้าได เนื้อ
Superior Aloe Vera, Experience…
L
IK
ENO OTHER.
Tipco drinksare more than delicious
and healthy
Font
Decorative,rounding,bold,pop-up
: smooth, feminine
Organetto bold : modern, simple
San-serif,Italic,script,pen-writing,
: modern, craftsmanship
Decorative serif, bold
: classic,confident, sophistication
21. Personality and Mantra
Young , Cheerful, Friendly Young , Exiting , Up-to-date Confidence , Unique (aloe
vera chunks) , Good looking Reliable, Sincere , Original
Brand Mantra Brand Mantra Brand Mantra
Brand Mantra
Fun
Tasty
Ready-to-drink beverage
Active
Youth
Ready-to-drink beverage
Refreshing
Trendy,Healthy
Nourishbeauty and
health
Energetic
Tropical
Nourishbeauty and
health
Analysis
Gato and ichitan personality are younger when compared to sappe and tipco which ismore mature. Moreover, Sappe and Tipco
lookshealthy and focuseson beauty but Ichitanand Kato lookmore fun and young.
22. Analysis
Forthe benefits that each product givesgato and ichitan focused purely on emotional benefits which isinand refreshing. while tipco purely focused on functional benefits
which isfresh,healthy. Sappe isthe only brand that has both functional and emotional benefits. Theemotional benefits isfreshwhilefunctional benefits isthe benefits from
aloe vera.
Product name Kato
12 THB
Ichitan Chew Chew
20 THB
SAPPEAloe Vera Drink
20 THB
- Tipco 100% Aloe Vera Juice
- Tipco Squeeze Aloe Vera & Grape Juice
69 - 87 THB
Package
Flavours
Lychee, grape, white grape, orange, strawberry,
yuzu, watermelon
Kyoho grape, Strawberry,Lychee , Limehoney c+
and Kyoho grape c+
White Grape, Lychee, Apple,
Red Grape White grape, Grape juice
Ingredients
- Grape juice 25%
- Coconut jelly15%
- Glucose 10%
- Citric acid 0.1%
- Vitamin C
- Sugar 5.3%
- Green tea 86%
- fructose 5.4%
- sugar 4.8%
- coconut jelly3%
- concentrated grape juice 0.02%
- green tea powder 0.016%
- brewberry extract 0.01%
- Vitaminc
- Collagen
- Concentrated white grape juice extract 10%
- Aloe vera 10%
- Sugar 4%
- Fructosesyrup 3%
- Aloe Vera FineAloe Vera (70%)
- Aloe Vera Juice (50%)
- Aloe Vera Gel (20%)
- White grape juice (30%)
- Energy400kcal *20%,
- Sugar 75g *115%,
- Fat0g *0%,
- Sodium200mg *10%
Benefits
Emotional Benefits Emotional Benefits Functional Benefits Emotional Benefits Functional Benefits Emotional Benefits Functional Benefits
Cure hangover, High
dietary fiber, Antioxidants,
Antidiabetes, Reduce
arthritis,Moisturizeskin,and
freshness
Fun: from coconut jellyand different
juices
Refreshing: sugar
Improve eyesight,
improve skinhealth, hair
and nails
Refreshing: sugar
Fun: from aloe vera
juice jellyand
different flavors
Refreshing:sugar
Cure hangover, Highdietary
fiber, Antioxidants,Anti
diabetes, Reduce arthritis,
Moisturize skin,and freshness
Fun: from coconut jelly
and differentflavors
Refreshing: Sugar
Product & Price Comparison
23. Analysis
Allthe brands has nearly the same distribution channel however the availability of product differs.
Place Comparison
Place
Online
Offline
Approximately
Online : 9
Offline : 6
Online : 10
Offline : 10
Online : 9
Offline : 7
Online : 7
Offline : 6
25. Analysis Sappe tipco and gato has the same key message which isfreshness but their difference isthat sappe also communicate enjoyment while tipco ishealthy. As for gato and
ichitan they communicate similar message however ichitan differs from gato since they also communicate young and adventurous in their promotion.Ichitan has the most
media engagement withonly 2channels followed by tipco with4channel. Sappe and Katohas the leastmedia engagement despite having 3media channels
Promotion&Keymessage Comparison
Advertising
Public Relations
SalesPromotion
Event Marketing
Keymessage fresha
n
dfun Y
o
u
n
g
,funa
n
da
d
v
e
n
t
u
r
o
u
s F
r
e
s
h
n
e
s
s
,E
n
j
o
y F
r
e
s
h
,H
e
a
l
t
h
y
Mediachannels
243k 565 105 3.8m 457k 11.2k 1.08k 229.9k 930 826 Unshow
26. Analysis
Katoiscommunicate withemotional benefits of theirproduction inboth theirmain and supportive media
which isfun.
Promotion Comparison
MAIN MEDIA (TVC)
Key
Message
สดชื่นดื่มแล ้วเคี้ยว
Key Visual
SUPPORTIVE MEDIA
Key
Message
เคี้ยวหนึบเคี้ยวมันส์ / เพิ่มความสดชื่น /
Fun แน่แค่มีกาโตะ
Key Visual
27. Analysis
Ichitan communicate emotional benefits of theirproduction inboth theirmain and supportive
media which isfun.
Promotion Comparison
MAIN MEDIA (TVC)
Key
Message
เคี้ยวสนุกจนหยุดไม่ได ้
Key Visual
SUPPORTIVE MEDIA
Key
Message
เคี้ยวสนุกได ้นํ้าได ้เนื้อ
Key Visual
28. Analysis
Sappe communicate theiraloe vera cube inthe main media whileinthe supportive media they alsocommunicate their
aloe cube and alsofreshness.
Promotion Comparison
MAIN MEDIA (TVC)
Key
Message
นี้แหละเนื้อแท ้ของชีวิต Sappe aloe
vera drink
Key Visual
SUPPORTIVE MEDIA
Key
Message
อร่อยเคี้ยวเพลินกับว่านชิ้นโต
เติมความสดชื่น ด ้วยSappe aloe vera
Key Visual
29. Analysis
Tipco inboth main and supportive media communicate theirfunctional benefits which is
good forskin
Promotion Comparison
MAIN MEDIA (TVC)
Key
Message ผิวชุ่มชื้นทุกเวลาแค่ดื่ม /Moisturizer Drink
Key Visual
SUPPORTIVE MEDIA
Key
Message
ดื่มแล ้วช่วยดูแลผิว
Key Visual
30. Execution
Key colors
Key visual
Mood & Tone
Mood : Cheerful , fun , friendly
Tone : Colorful , relax, exciting
Mood : Fun, Unique,Adventurous
Tone : Exciting, Youthful, Active
Mood : Lively, Vivid, Fresh
Tone : Organic, Relax, Natural
Mood : Vibrant, Happy,optimism
Tone : Exciting, Bright, Energetic
Brand Personality Young , Cheerful, Friendly Young , Exiting , Up-to-date
Confidence , Unique (aloe vera chunks) ,
Good looking
Reliable, Sincere , Original
Analysis
Formood and tone of Sappe and Tipcoare relaxed , lively, and natural. On the other hand, Ichitan and Kato’s mood and tone are fun,
adventure , and excited.
Mood & Tone
31. Informative Innovative
Emotional
benefit
Functional
benefits
Analysis
Tipcoisa informative brand that focused heavily on functional benefits,whileichitan and gato isa fun brand that focus purely on
emotional benefits. Sappe isthe only brand that isinthe middle focusing on functional emotional benefitswhich makesthem a brand that
isfun withbenefits
Perceptual Map
33. Analysis
Forcustomeranalysis,they are studentsand office workers,they are both female and male and alsotheiraged isaround 18-30year old.
Furthermore , they are healthy lover, fun , and unique. Inaddition, they are looking for healthy beverages that can maintain their health.
Universitystudents
Age: 18-24yrs
Gender : F
e
m
a
l
ea
n
dm
a
l
e
Income: ???
Occupation: C
o
l
l
eg
es
t
u
d
e
n
t
sa
n
dofficew
o
rk
e
r
s
Nationality: Th
a
i
Demographic
Personality: C
o
n
fi
d
e
n
c
e,u
n
i
q
u
e
,h
e
a
l
th
ylo
v
er
Lifestyle : T
h
e
yse
ri
o
u
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b
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h
a
tIea
t,Il
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k
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s
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fb
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x
e
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.
Value: H
e
a
l
t
h
ya
n
dfun
Attitude : C
o
n
fi
d
e
n
ta
n
dc
h
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ry
Interest : I
nterestedinh
a
v
i
n
gfuninlifea
n
dw
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i
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ghard.(W
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a
rdp
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yhard)
Opinion: B
e
i
n
ghealthya
n
dfuna
reth
ethingstha
tIl
o
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e
Strength: U
n
i
q
u
e
Toward tomedia : C
o
n
s
u
m
e
r
slik
etou
s
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e
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ry
d
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llo
wt
h
etrend.
Toward toconsumers: C
o
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s
u
m
e
r
slik
eh
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a
lth
yb
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r
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etheirhealth.S
ot
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kfor
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a
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yb
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e
r
a
g
e
stha
tfun,refreshinga
n
dfullofb
e
n
e
fi
t
s
.
Behavior
Psychographic
Customer Analysis
Y
oungadults
Age: 25-30yrs
Gender : F
e
m
a
l
ea
n
dm
a
l
e
Income : ???
Occupation: officew
o
rk
e
r
s
Nationality : Th
a
i
Demographic
34. Analysis
Trendthat we can utilizeisthe beauty trend which makesbeverage withbeauty component gain more attent, health trend trend due to the
pandemic and texturetrend where beverage withtexturegain more attention from consumer.
Texture trend
Beauty trend
Trend
P
ro
d
u
c
ttha
th
a
st
h
ec
h
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ig
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a
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a
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edesirablea
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H
e
a
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htrendiso
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h
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u
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e
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c
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s
.
36. SWOT Analysis
S
W
OT
Strength
-Sappe Aloe Vera isonly one brand that promote functional and
emotional benefits
- Uniquenessof the aloe vera cube
- Have a decent amount of loyalcustomer
Weakness
- Worstproduct distributionincomparison to competitors
- Unclearbrand image
-Sappe Aloe Vera no longer does marketing soitmake
Sappe Aloe Vera drinkhaslow brand awareness
- Lackthe knowledge of their customers
-Thepackaging doesn’t represent functional and
emotional benefits
- Lesssalepromotion
- Unclear communication
Opportunity
- Sappe iswell-knownand famousbrand
- Beauty trend
-Texturebeverage trend
-Health trend
Threat
- Competitors market value are significant higher
than our
-Competitors hassignificantlymore marketing than
our brand
43. C
o
m
p
a
n
yB
a
c
k
g
r
o
u
n
d
Analysis
Thecompanyestablishedin 1967.Thecompanylaunchedreadyto drink fruit juice
businessin 1993.In 2010,the companylaunchedTipcoaloevera.
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d
2010
44. Analysis
Mission: Bringwellnesstosociety
Vision:Amarket drivingcompanythat enhancesthe valuetostakeholder
MISSION VISION
picture*
Wellnessmeansthe state ofbeingin goodhealth,
physicallyandmentally. Wellnesscanbeachievedthrough
ouroverall wayofliving, notthroughanyparticular activity.
Wellnessrequires self-discipline andtime. Thereisno
short-cut. Thus,TIPCOaimsnotonlyto sell productsbut
alsoto learn andunderstandpeople’swayofliving inorder
to create andproposeliving patternsthat leadto the
well-beingofpeoplebyusingproductsandservicesto bring
wellnesstosociety.
T
orealize ourmission,Tipconotonlyfocuseson the
needsofconsumersbutalsoleadsanddrives
changesinconsumers’behaviorsandliving
patterns. Leadinganddriving the market will
enhancevalueto all stakeholders fromemployees,
customers,trading partners,businessalliances,
shareholdersandlendersto communitiesand
societyasawhole.Thatis, weaimto improvethe
well-beingofeachandeveryparty.
46. Analysis
Target
picture*
Age:2
7
Gender:F
e
m
a
l
e
Income: 30,000b
a
t
hperm
o
n
t
h
Occupation: Officew
o
rk
e
r
Nationality : Th
a
i
Personality: F
re
s
h
,b
elively
Lifestyle: bright,c
h
e
e
r
f
u
l
,
m
e
s
m
e
r
i
z
i
n
g
Value: E
n
j
o
ya
n
dg
o
o
dl
o
o
k
s
Attitude : L
i
k
etodrinkh
e
a
l
t
h
ya
n
dc
a
r
ea
b
o
u
ttheirs
h
a
p
e
Interest : B
e
i
n
ging
o
o
ds
h
a
p
ea
n
dgood-looking
Opinion: Drinkingwillh
e
l
ptos
t
a
ylongerfresha
n
dbright
Strength : F
re
s
h
ly
Towardtomedia: C
o
n
s
u
m
e
rlik
ew
a
t
c
hadv
ertisingo
n
F
a
c
e
b
o
o
k
,T
V
ton
e
w
inf
orma
tiona
b
o
u
tn
e
w
p
ro
d
u
c
tT
i
p
c
o
a
l
o
ev
era.
Towardtoconsumers: C
o
n
s
u
m
e
rlik
etodrinktipcois
w
h
e
ny
o
ug
otod
oo
u
t
d
o
o
ractivitiestha
ta
rev
e
ryhotw
h
e
n
y
o
udrink,y
o
uwillfeelrefresheda
n
dc
heerfule
v
e
ryt
i
m
e
y
o
udrinktipcoa
l
o
ev
e
ra.
Demographics
Psychographics
Behavior
47. Analysis
Thebrandcolorisredandwhitethat associatesits juice.Andthe packageis beautiful.
Brand Element
P
a
c
k
a
g
e
Tipcohasapackageinthe shapeliquid cartonfor large
quantityofbeveragesandeasyto use
B
r
a
n
dn
a
m
e TipcoSqueezePasteurizedaloeverajuicewithwhite grape
S
l
o
g
a
n Tipcodrinksare morethandeliciousandhealthy.
L
o
g
o/ S
y
m
b
o
l
M
a
i
ncolor
48. Analysis
Thebrandcolorisredandwhitethat associatesits juice.Andthe packageis beautiful.
Brand Element
P
a
c
k
a
g
e
Tipcohasapackageinthe shapeliquid cartonfor large
quantityofbeveragesandeasytouse
B
r
a
n
dn
a
m
e Tipco100% Aloevera&GrapeJuicewithaloeveragelminced
S
l
o
g
a
n Tipcodrinksare morethandeliciousandhealthy.
L
o
g
o/ S
y
m
b
o
l
M
a
i
ncolor
49. Analysis
Forthe brandmantraofTipcobrandare energetic, tropical andReady-to-drink beverage.
Brand Mantra
E
m
o
t
i
o
n
a
lModifie
r Energetic
Descr
iptiveModifier Tropical
B
r
a
n
dF
u
n
c
t
i
o
n Ready-to-drink beverage
52. Product
Brand colors
Product name T
i
p
c
o100%A
l
o
eV
e
r
aJ
u
i
c
e/ T
i
p
c
oS
q
u
e
e
z
eA
l
o
eV
e
r
a&
G
r
a
p
eJ
u
i
c
e
Package
Key colors
Analysis
Thereare twoproducts,the first is100% aloeverajuice andthe secondisaloe
verawithgrape juice.
54. Analysis
Tipco aloe vera juice sell both in online and offline channel. Theprice is quite cheap.
Price &Place
Brands
Price 69-87 THB
Place Onlin
e
Offline
55. Promotion
None None
Mc tools Advertising Public Relations Sales promotion Event marketing
Executions
Key message
Protecting your skin from pollution by
keeping your skin hydrated. Step 0
moisturizer drink to get a glow
hydrated skin.
Using the influencers or beauty
blogger to create the good image
and reliable of the product that
Tipco aloe vera is the moisturizer
drink for a healthy person.
Discount up to 20%. Moreover,
you will also get a 100 baht
coupon. 26 April - 5 May only.
Shop now at Tipco.officialstore
In the COVID-19 situation, Tipco
create the online event in Tipco
Health Society to promote Tipco
Squeeze. They invited Mew
Supasit and Pharos to give a
knowledge and talk with you.
Media channels
Analysis
Thebrandhasmanypromotionsto sell the product suchasadvertising,public relation, sale
promotionandeventmarketing.
57. CompanyBackground
Thecompanywasestablishedin 2010. boughtthe right to the trademarkofbireley tea in
2014. continueto expandtheir businessbyincreasing sizeandexpandingcountryin 2015.
launchedchewchewin2016.
Analysis
B
o
u
g
h
tt
h
erightstot
h
et
ra
d
e
m
a
rk
“Bireley’s”.R
e
l
e
a
s
eic
hitan“
y
e
ny
en”,
G
r
e
e
nt
e
ah
o
n
e
yl
e
m
o
na
n
dg
r
e
e
nt
e
a
l
y
c
h
e
efl
a
v
o
u
r
I
n
c
r
e
a
s
et
h
ec
a
p
a
c
i
t
yof1
bottle
p
ro
d
u
c
t
i
o
nlineinc
ludingT
o
t
a
la6-bottle
p
ro
d
u
c
t
i
o
nline.L
a
u
n
c
hG
r
e
e
nT
e
aP
ro
d
u
c
t
s
inI
n
d
o
n
e
s
i
a
E
s
t
ab
l
i
s
hic
hitan R
e
l
e
a
s
eI
C
H
I
T
A
NC
h
e
w
C
h
e
w
t
e
am
i
x
e
d
C
h
e
w
y
-
C
u
b
ec
o
c
o
n
u
t4
1
0m
l
2010 2014 2015 2016
58. Ichitan aimsto bealeadingquality drinksbrandwithinnovativeness,theyalsoaimsto haveahigh
quality drinks because they care about customer health furthermore they product will have
up-to-date presentation
Analysis
MISSION VISION
Ic
hitanG
r
o
u
pisa
i
m
i
n
gale
a
d
e
rofqualitydrinkb
ra
n
d
a
n
dbuildin
n
o
va
tio
ntog
r
o
wa
l
o
n
gw
i
t
hqualitylifein
so
c
ie
ty
.
F
o
rC
o
n
s
u
m
e
r
Ic
hitanwillp
r
o
d
u
c
ea
n
di
m
p
ro
v
equalitydrinkforc
u
s
t
o
m
e
rhealth,
up-to-datepresenta
tio
ntom
a
x
i
m
i
z
ey
o
u
rsa
tisfaction.
F
o
rS
h
a
re
h
o
l
d
e
r
Ic
hitanwillc
re
a
t
eb
u
s
i
n
e
s
sw
i
t
hin
n
o
va
tio
ntoi
m
p
ro
v
et
h
e
m
a
n
a
g
e
m
e
n
tincessa
n
tly
.W
e
a
l
w
a
y
sl
o
o
kford
e
v
e
l
o
p
m
e
n
tinn
e
w
c
h
a
n
n
e
la
n
de
x
t
e
n
s
i
o
ntot
h
eh
ig
h
e
stturno
v
er
.
F
o
rS
o
c
i
e
t
y
Ic
hitanwillb
eam
o
d
e
lofresponsibilityo
rg
a
n
iza
tiona
n
dg
i
v
eb
a
c
k
,to
d
e
v
e
l
o
pTh
a
is
o
c
i
e
t
ysu
sta
in
ab
ly
.
F
o
rW
o
rk
e
rs
Ic
hitanwills
u
p
p
o
rte
v
e
ryw
o
rk
e
rtoi
m
p
ro
v
etheirpotentiala
n
d
b
e
c
o
m
ee
x
p
e
rtise
.S
o
,t
h
e
ywilli
n
c
re
a
s
etheirlifea
n
db
ep
ro
u
da
sa
w
o
rk
e
rofIc
hitan.
61. Analysis
Forthe brandelementofIchitan, theywantto representthat their designissimplebut
attractive and fun
Brand Element
P
a
c
k
a
g
e
A
plasticbottled
e
s
i
g
n
e
dtob
eh
e
l
dw
i
t
he
a
s
ea
n
ds
i
m
p
l
ebut
attention-grabbinglabel
B
r
a
n
dn
a
m
e IchitanC
h
e
w
C
h
e
w
/ อิชิตันชิวชิว
S
l
o
g
a
n C
h
e
w
C
h
e
wเคี้ยวสนุกได นํ้าได เนื้อ
L
o
g
o/ S
y
m
b
o
l
M
a
i
ncolor
62. Analysis
Forthe brandmantraofthe Ichitan brandare active , youth, andReady-to-drink beverage
Brand Mantra
E
m
o
t
i
o
n
a
lModifie
r Active
Descr
iptiveModifier Youth
B
r
a
n
dF
u
n
c
t
i
o
n Ready-to-drink beverage
63. Analysis
Themoodandtonethat will beusedto represent the Ichitan brandare fun, unique, and
active
Mood&Tone
Mood
Fun,Unique,Adventurous
T
one
Exciting,Youthful, Active
64.
65. Analysis
For the product of the Ichitan , they have many flavors including lychee, strawberry, and
grape. Moreover, they launched the newflavors that have a coco and vitamin c including
limehoneyandkyohogrape.
Product
Brand colors
Product name Ichitan ChewChew/ อิชิตัน ชิวชิว
Package
Key colors
67. Analysis
Theprice for ichitan chewchewis20 bahtandthere isalarge variety in the distribution
channelin bothoffline andonline channel.
Price &Place
Brand
Price 20 THB
Place Onlin
e
Offline
68. Promotion
Mc tools Advertising Public Relations Sales promotion Event marketing
Executions
Key message
Enjoy your relaxation time with
ichitan chew chew C+ which is
rich with benefits for your body
with collagen and vitamin C
Ichitan Group organizes the "Ichitan Road to University"
project, bringing together 10 famous tutors from the
institute. The leading tutor in Thailand Launching an
intensive course on techniques to overcome exams in 8
core subjects in the latest university entrance examination
system TCAS or TCAS (Thai university Central Admission
System) with tips to cope with the pressure during
examination times for Year 13 students in 8 provinces in
all regions of the country for free
For only 7 days buy ichitan
chew chew for the biggest
discount 25 for 2 bottle at
7-11 or buy at tesco for 29
baht for 2 bottle.
Ichitan set up booth at kissboy
event concert to let customer
participate in activity the event
is aims towards younger
targets.
Media channels
Analysis
Ichitan usesmanypromotionandcommunicationchannelaimstowardscommunicatingto their
targets audiencewhichisthe youngergenerationto working people.
70. CompanyBackground
Analysis
TheTaveepholcompanylaunchedfruit juicesunderthe brand“Kato”in 2000. Also,they
launched2 newproductsare KatoNaraJellyShakeandKoolKool Fresh.
1976 1992 1998 2006
2000 2018
T
a
v
e
e
p
h
o
lw
a
s
f
o
u
n
d
e
db
y
Mr
.H
u
n
g
j
u
aS
a
e
-
N
g
o
w
.
T
h
efirstp
ro
d
u
c
tiss
w
e
e
t
p
e
a
n
u
tc
a
n
d
ycalled
“T
ub
-T
ap”
T
h
efactoryw
a
s
officially
registered“
T
a
v
e
e
p
h
o
l
P
ro
d
u
c
tC
o
.
,
L
T
D
.
”a
sa
c
o
m
p
a
n
yo
nJ
a
n
u
a
ry13rd,
1
9
9
2
W
e
m
o
v
e
dth
eb
e
v
e
r
a
g
e
planttoB
a
n
gP
ra
h
a
n
,
A
y
u
t
t
h
a
y
ao
n100Ra
iplot
ofland.
T
h
ec
o
m
p
a
n
yl
a
u
n
c
h
e
d
fruitjuicew
i
t
hN
a
t
ad
e
C
O
C
O
u
n
d
e
rb
ra
n
d
“
K
a
to
”
S
i
g
n
e
ds
o
l
edistributor
a
g
r
e
e
m
e
n
tw
i
t
hBerliJ
u
c
k
e
r
PublicC
o
m
p
a
n
yLimited(
B
J
C
)
ford
o
m
e
s
t
i
cm
a
rk
e
t
2n
e
w
p
ro
d
u
c
t
sw
e
r
e
introduc
edintothe
m
a
rk
e
t:K
a
t
oN
a
t
aJ
e
l
ly
S
h
a
k
ea
n
dK
o
o
lK
o
o
lF
r
e
s
h
71. Analysis
TheTaveepholcompany’smissionandvisionisto deliver the happinessanddelicioustaste
at anaffordableprice
M
I
S
S
I
O
N V
I
S
I
O
N
T
o
b
eo
n
eofth
ele
a
d
in
gb
e
v
e
r
a
g
e
p
ro
d
u
c
e
rinTh
a
i
l
a
n
d
.W
ed
ob
e
lie
v
etha
t
“thetrueta
s
tec
a
ns
e
i
z
eam
e
a
n
i
n
g
f
u
lof
th
eh
a
p
p
i
n
e
s
stha
tb
o
u
n
d
l
e
s
s
lyi
n
c
re
a
s
e
a
n
dw
e
a
reunconditionallyc
o
m
m
i
t
t
e
dto
deliv
erp
ro
d
u
c
t
sfro
mth
ela
n
dofs
m
i
l
e
a
c
r
o
s
sth
eg
l
o
b
e
"
O
u
rvisionistodelightc
o
n
s
u
m
e
r
sw
i
t
h
d
e
l
i
c
i
o
u
s
-
i
m
m
e
n
s
eta
s
tea
taff
ordable
pricea
n
dtoultima
telyc
re
a
t
es
u
s
ta
in
ab
le
v
a
l
u
etoour
.
73. T
arg
et
Age:1
8
Gender:F
e
m
a
l
e
Income:9,000-10,000
Occupation:S
t
u
d
e
n
t
Nationality : Th
a
i
Personality: E
n
e
rg
e
t
i
c
,c
heerful,lively
Lifestyle: Ie
n
j
o
ypartying,d
a
n
c
i
n
g
,d
o
i
n
gactivitiesa
n
dh
a
v
i
n
gfuninw
h
a
t
e
v
e
rId
oa
n
d
w
h
e
r
e
v
e
rIg
o
.
Value: F
u
na
n
dh
a
p
p
i
n
e
s
s
Attitude : J
o
v
i
a
la
n
dh
a
p
p
y
Interest : A
m
interestedintryingn
e
w
thingsa
n
dh
a
v
i
n
gfunw
i
t
hit
Opinion: B
e
i
n
glivelyistoh
a
v
efund
o
i
n
gw
h
a
ty
o
ulo
v
e.
Strength : c
heerful
Towardto media: C
o
n
s
u
m
e
rlik
etou
s
eF
a
c
e
b
o
o
ke
v
e
ry
d
a
ytog
e
tt
h
en
e
w
s
a
n
d
inf
orma
tiontof
ollo
wt
h
etrend.
T
o
w
a
r
dtoc
o
n
s
u
m
e
r
s:C
o
n
s
u
m
e
rlik
etodrinkK
a
t
ow
h
e
nw
a
n
ttofeelfreshwh
i
l
et
h
e
ya
re
h
a
v
i
n
gfund
o
i
n
gactivitiesorduringv
a
c
a
t
i
o
n
s
.
Demographics
Psychographics
Behavior
picture*
Analysis
Katorepresent asakidswhoisenergetic, cheerful, lively andhavingfunwithevery
moment.
74. Brand Element
P
a
c
k
a
g
e
Plastic bottle in aeasyto grabshapewrapwiththe logousing
the maincolorthat looksfun andcute.
B
r
a
n
dn
a
m
e KATO/ กาโตะ
S
l
o
g
a
n กาโตะนํ้าผลไม ผสมวุ นมะพร าว
L
o
g
o/ S
y
m
b
o
l
M
a
i
ncolor
Analysis
Katorepresent the it’s brandbydesigningapackagethat lookscute, funandenergetic.
75. Analysis
Katorepresent the it’s brandbydesigningapackagethat lookscute, funandenergetic.
Brand Element
P
a
c
k
a
g
e
Plastic bottle in aeasyto grabshapewrapwiththe logousing
the maincolorthat looksfun andcute.
B
r
a
n
dn
a
m
e KATOJ
E
L
L
YSHAKE/ กาโตะเจลลี่เชค
S
l
o
g
a
n กาโตะนํ้าผลไม ผสมวุ นมะพร าวและเยลลี่
L
o
g
o/ S
y
m
b
o
l
M
a
i
ncolor
76. Brand Mantra
E
m
o
t
i
o
n
a
lModifie
r Fun
Descr
iptiveModifier Tasty
B
r
a
n
dF
u
n
c
t
i
o
n
Ready-to-drink beverage
Analysis
Accordingto the brandslogan,productnameandpackaging, kato isthe brandthat
represent the lively andfunlife that all the children should be.
82. Promotion
Mc tools Advertising Public Relations Sales promotion Event marketing
Executions
Key message
Enjoy your Kato with a fruit-flavored
drink. with coconut jelly Refreshing
drink in onebottle
Edible slime from Kato orange juice
with coconut jelly. Iwant to say
that coconut jelly is very delicious. I
don't want to make it. Just have
tapioca flour, a drink and a
microwave
For only 3 months buy Kato for the
discount 15 for 2 bottles at 7-11
from the normal price 26 for 2
bottles
Kato direct to Kato jelly event that
will bring fun and good things to
present to the audience. For the
first product in Kato Jelly Shake,
this event is aimed at young
people as presenters Jaonay and
JaoKhun.
Media channels
Analysis
K
a
A
t
o
n
h
a
a
l
s
y
m
s
i
a
s
n
y
promotionto sell the productsuchasadvertising,publicrelations, salespromotion
andeventmarketing.
