A. Research background
Currently, soft drink market value in Thailand totally is THB 46,000 Million. The main segment is black drink with (THB 35,000 Million) and color drink is (THB 11,000 Million).
There are currently four leading brands in Thailand which are Coca Cola, Pepsi, estcola and Big cola.
1. Consumer Usage and Attitude
Purchasing of yogurt cup habit .
Consumption of yogurt cup habit
Purpose of yogurt cup consumption
2. Brand Awareness and Brand usage
Awareness of yogurt cup brands
Brands ever consumed
Brands are consumed in the past 1 month
Brands most often consumed
In the first installment of a three part series titled "Conscious Consumption", Invoke Solutions digs deeper into the ultimate purchasing choices driven by consumers attitudes and behaviors in relation to terms such as "organic", "local" and "natural.
Some of the key finding from this study are:
-Local offers a three-fold message and is regarded with the highest amount of positivity from consumers.
-While respondents aren't necessarily searching for the information, all three claims influence the purchasers decision for brand loyalty.
-The term "Green" is not the only way to communicate "good for the environment".
'Top Ten Trends' that FMCG Gurus suggests to watch out for in 2020. The report explores trends such as; Alternative proteins, Blockchain, Augmented reality, CBD, Sustainability, & Holistic health. FMCG Gurus predicts a shift in consumer attitude, influence and behavior patterns. This report provides a benchmark of how this will evolve.
A comprehensive presentation on the seafood market in China. As disposable income increases, many Chinese consumers turn to seafood as their favored protein source. Chinese love to consume a diverse amount of seafood including domestic and imported goods, ranging from eel, to salmon, to sea cucumbers.
Tetra Pak's VP of Marketing Chris Gretchko talked dairy trends at the 2017 IDFA Dairy Forum, held in January. View her presentation to find out more about how the latest dairy trends are poised to influence the growth of the dairy category.
According to the request of the Israeli Export Institute, we have researched the South Korean dates market and conducted taste test survey in order to evaluate the opportunities for dates exporter in this market.
Our Pace EMBA consulting group has been hired to help PepsiCo figure out strategies to revitalize the hydration beverage category and to recommend a new product in this category based on consumer research. We researched hydration industry trends, consumer perceptions of PepsiCo hydration brands, consumers perceived needs in this category, consumer behavior with respect to hydration products, and competing products and companies. From this research, here is our recommendations to PepsiCo regarding the company’s hydration strategy.
Sensory cue research technique for improving advertising effectiveness. Slides presented at the 2010 ARF Advertising Effectiveness Research Council Meeting, June 24, New York
1. Consumer Usage and Attitude
Purchasing of yogurt cup habit .
Consumption of yogurt cup habit
Purpose of yogurt cup consumption
2. Brand Awareness and Brand usage
Awareness of yogurt cup brands
Brands ever consumed
Brands are consumed in the past 1 month
Brands most often consumed
In the first installment of a three part series titled "Conscious Consumption", Invoke Solutions digs deeper into the ultimate purchasing choices driven by consumers attitudes and behaviors in relation to terms such as "organic", "local" and "natural.
Some of the key finding from this study are:
-Local offers a three-fold message and is regarded with the highest amount of positivity from consumers.
-While respondents aren't necessarily searching for the information, all three claims influence the purchasers decision for brand loyalty.
-The term "Green" is not the only way to communicate "good for the environment".
'Top Ten Trends' that FMCG Gurus suggests to watch out for in 2020. The report explores trends such as; Alternative proteins, Blockchain, Augmented reality, CBD, Sustainability, & Holistic health. FMCG Gurus predicts a shift in consumer attitude, influence and behavior patterns. This report provides a benchmark of how this will evolve.
A comprehensive presentation on the seafood market in China. As disposable income increases, many Chinese consumers turn to seafood as their favored protein source. Chinese love to consume a diverse amount of seafood including domestic and imported goods, ranging from eel, to salmon, to sea cucumbers.
Tetra Pak's VP of Marketing Chris Gretchko talked dairy trends at the 2017 IDFA Dairy Forum, held in January. View her presentation to find out more about how the latest dairy trends are poised to influence the growth of the dairy category.
According to the request of the Israeli Export Institute, we have researched the South Korean dates market and conducted taste test survey in order to evaluate the opportunities for dates exporter in this market.
Our Pace EMBA consulting group has been hired to help PepsiCo figure out strategies to revitalize the hydration beverage category and to recommend a new product in this category based on consumer research. We researched hydration industry trends, consumer perceptions of PepsiCo hydration brands, consumers perceived needs in this category, consumer behavior with respect to hydration products, and competing products and companies. From this research, here is our recommendations to PepsiCo regarding the company’s hydration strategy.
Sensory cue research technique for improving advertising effectiveness. Slides presented at the 2010 ARF Advertising Effectiveness Research Council Meeting, June 24, New York
Advertising Effectiveness on Indian customer decision makingSumanth Prabhas
There was a mini project was carried on which I took Advertising effectiveness as a topic & I used the SPSS software to arrive at the stastical figures & also variety of business analytics terminologies.
The Retail Market Study 2014 of the Location Group doesn’t exist in any comparable form worldwide, which makes it totally unique. 150 of the most notable international cities of the fashion and retail world are studied on 1,500 pages. Over 3,000 shop openings, 1,000 retailers, 800 shopping streets and 500 shopping centres were analysed. So far the study reached more than 100,000 readers worldwide.
Brand Tracking - Taking The Pulse On Your BrandMichaela Mora
Branding has been around since the beginning of times as a means to differentiate products. Did you know that the term “brand” is derived from the old Norse word “brandr” which means “to burn” and used in the context of marking livestock to identify the owners. Branding in the marketing context occurs in the consumer minds and the “marks” not always come out as marketers intended, hence the need to implement brand tracking studies.
Questions addressed:
1. What brand metrics should be tracked?
2. How often should a brand be tracked?
3. Who should be included in a brand tracking study?
4. How to interpret brand tracking metrics?
This presentation comes courtesy of Asia Drinks Conference, held 14 June 2013 at BITEC, as part of ProPak Asia. Organised by Bangkok Exhibition Services and sponsored by Eastern Trade Media
Now that you have your exciting new corporate brand, do you know how to roll it out across your organisation?
Take a quick look at a presentation I prepared on the Brand Audit topic for some key considerations to quickly and efficiently apply your branding across your organisation.
REPORT OFSOFT DRINK CONSUMPTION HABITS IN INDONESIA
Data collection timing:2nd–5th January 2014
Based on Nusaresearch’s panellist
B. Research information
Research method: Quantitative research (Online survey)
Data collection:2nd–5thJanuary 2014
Sample size: 319
Research area: Nationwide(Indonesia)
Target:Male and female; over 17 years old.
Criteria:Consume softdrink in the last 3 months
Research objectives: -Understand about Indonesians’ consumers habits on soft drink
-Know brand awareness, frequently consume and will consume in the future
Sampling method: Internet sampling(Nusaresearch panel)
Detail Findings:
1.Consumer Usage and Attitude
•Purchasing of yogurt cup habit .
•Consumption of yogurt cup habit
•Purpose of yogurt cup consumption
2. Brand Awareness and Brand usage
•Awareness of yogurt cup brands
•Brands ever consumed
•Brands are consumed in the past 1 month
•Brands most often consumed 2
RTD Tea Bottle Indonesia Popular Brand in Indonesia 2014
Omnibus Popular Brand Index
A. Detail findings
1.Popular Brand Index
2.Brand awareness
3.Expansive
4.Market Share
5.Future Intention
6.Switching
7.General Information
How do Chinese consumers perceive British beverage brands?Ksubaka
In collaboration with the China- Britain Business Council, Ksubaka surveyed over 30,000 shoppers to investigate how Chinese consumers perceive British beverage brands and gain a deeper understanding into their purchasing habits.
REPORT ON DRINKING HABITS OF FRUIT JUICEIN INDONESIA
Research time:13th –18th December 2013
Based on Nusaresearch’s panellist
Research Information
Research method : Quantitative research (Online survey)
Timing : 13th – 18th December 2013
Sample size : 263
Research area : Nationwide (Indonesia)
Target : Male and female, aged 17 – 35 years old
Monthly household expense above IDR 1.000.000 – IDR 20.000.000
Criteria : Consume fruit juice packaged in the last 3 months
Research objectives : Understand about Indonesians’ consumers needs and habits packaged
fruit juice
Sampling method : Internet sampling (Nusaresearch panel)
Research Method: Online research
Fieldwork Period: May 2014
Research Area: Nationwide
Respondent Criteria: Male & Female aged 16 and over, main decision maker and buy for personal care products
Sample Size: 470 samples
Number of Questions: 7 Screening questions and 8 Main Questions: Survey Content
Screening: Frequency of washing hair, Living place, Age, Gender, Marital Status, Monthly Household Income, Decision maker and buyer.
Main Study
Important factors for choosing shampoo, Purchase places & Reasons for choosing, Frequency of buying shampoo, Amount of money paid for once buying, Type of packaging, Brand awareness.
Shampoo Market
Tracking survey on 2014
A. Research background
Following up with the data presented in Q4/2012, W&S conducted internal research for shampoo market in Q1/2014 to track the data.
The survey is conducted focus on following points:
■ Usage and Attitude
Frequency of washing hair, important factors for product choice, purchase places, frequency of purchasing shampoo, type of packaging and volume.
■ Brand awareness
Top-of-mind, total spontaneous and total awareness
NSAC 2018 Team 352 Final Plans Book: Ocean SprayLauren A Nash
The yearly National Student Advertising Competition (NSAC) collaborated with Ocean Spray this past year.
The collegiate national competition provides a platform for students to pitch their strategic advertising/marketing/media campaign to the corporate client. There are three progressive levels of competition; the district, semi-final, and national levels.
New global research has found that the majority of seafood consumers are engaged in the topic of ocean sustainability and believe brands and supermarkets should have their claims around sustainability independently verified.
Our one hour webinar featuring Tesco explored the findings from the world's largest ever global analysis of attitudes to seafood consumption that was carried out by independent research and insights consultancy GlobeScan.
View the webinar recording: https://youtu.be/9uc63z1cHqs
PART 1 |The Conference of “Sustainability and Consumer Behavior 2023” Highlights Review
PART 2 |Domestic and overseas travel Survey on business opportunity
PART 3|New consuming behavior Following up
Consumer Behavior Group Project - Vitamin WaterEyal Shahar
Our goal was to find out if a more healthy line of VitaminWater would be demanded.
During project we researched and presented about the product description, target audience, positioning strategy, market research plan, and market research analysis.
A. Research background
Since the beginning of the smartphone era, smartphone devices are gaining more popularity among users of all ages due to the convenience provided by smartphone applications, which now play a significant role in helping users live their lives more conveniently through providing entertainment as well as a platform to do business everywhere and anytime. In the past, application categories are limited to a few such as games and a few productivity applications, but who would have imagined we would have fitness tracking applications, educational applications or even medical applications?
While many applications today receive huge success in this fiercely competitive market, many are down falling. Developers today become more active in coming up with new types of applications with different layouts and designs to keep up with consumer’s demands, behavior as well as the changing trends.
Furthermore, new business models have been introduced to customers through reward application where consumers can collect stamps and points from their favorites places in order to claim discounts and prizes later.
W&S would like to study the rise and fall of smartphone applications and track changes during the past three months as well as study the awareness of reward applications in three Southeast Asian countries including Indonesia, Thailand and Vietnam.
Note) From page 9-11
T2B: Top Two Boxes
B3B: Bottom Three Boxes
A. Research background
Since the beginning of the smartphone era, smartphone devices are gaining more popularity among users of all ages due to the convenience provided by smartphone applications, which now play a significant role in helping users live their lives more conveniently through providing entertainment as well as a platform to do business everywhere and anytime. In the past, application categories are limited to a few such as games and a few productivity applications, but who would have imagined we would have fitness tracking applications, educational applications or even medical applications?
Tour & Travel Agent Competition in Indonesia 2014
Omnibus Popular Brand Index 2014
A. Detail findings
1.Popular Brand Index
2.Brand awareness
3.Expansive
4.Frequent Visitor
5.Future Intention
6.Switching
7.General Information
Online Hotel & Ticket Booking Sites in Indonesia 2014
Omnibus Popular Brand Index 2014
A. Detail findings
1.Popular Brand Index
2.Brand awareness
3.Expansive
4.Frequent User
5.Future Intention
6.Switching
7.General Information
Price Comparison Sites in Indonesia 2014
Omnibus Popular Brand Index
A. Detail findings
1. Popular Brand Index
2. Brand awareness
3. Expansive
4. Frequent User
5. Future Intention
6. Switching
7. General Information
REPORT ON VIETNAMESE TRAVEL TREND 2013
Research time:18.04 – 25.04.2013
Based on Vinaresearch’s panellist
B. Research information
Research method : Quantitative research - Online
Timing : 18th - 25th April 2013
Sample size : 1,171
Research area : Hanoi & Ho Chi Minh city
Target : Respondents took leisure vacations in the last 12 months or intend to travel in next 12 months
Research objectives : Explore Vietnamese Travel trend 2013
Sampling method : Natural sampling
Overview of Floor cleaner products in Vietnam market
PBI Survey 2015
Research Design
Research Method: Internet Sampling
Fieldwork Period: 27th Jan 2015 – 4th Feb 2015
Research Area: Vietnam (Nationwide)
Respondent Criteria: Female only
Sample Size: 983 samples
Survey Content:
Floor Cleaner brand awareness
Expansive of Floor Cleaner Brand
Floor Cleaner brand ever used
Floor Cleaner brand used in the past 3 months
Floor Cleaner brand most often used in the past 3 months
Floor Cleaner brand use in the future
Floor Cleaner brand recommendation
HOUSING MARKET IN HANOI & HOCHIMINH CITY
Research method : Quantitative – Online research
Timing : 1st – 15th October 2013
Sample size : 200
Research area : Hanoi & Ho Chi Minh City
Sampling method : Internet sampling
Target respondents :
Monthly household income: 7,500,000 – 30,000,000 VND
Age: 25 – 40 years old
Having intention to buy a house in the next 2 years
CONSUMERS’ VIEWPOINT ON USING LAUNDRY DETERGENT
Research time: 17th – 27th July 2013
Based on Vinaresearch’s panelist
A. Research information
Research method : Quantitative Research
Timing : 17th – 27th July 2013
Sample size : 1,048
Research area : Nationwide
Target : Females who had bought laundry detergent in the 3 - month period before the survey
Research objectives : 1. Study on the habit of using laundry detergent of Vietnamese 2. Analyze customer attitudes towards attributes of laundry detergent brands
3. Calculate brand loyalty of Vietnamese consumers
Sampling method : Internet sampling
REPORT ON COOKING OIL MARKET
Research time: 6th May – 8th June 2013
Research information
Research method : Quantitative – Online research
Timing : 3rd – 15th May 2013
Sample size : 1,038
Research area : Nationwide
Target : Female aged 20 years old and over
Main decision maker and main buyer of cooking oil product
Research objectives : Tracking changes in cooking oil market after 1 year
Sampling method : Internet sampling
Overview of Toilet Cleaner products in Vietnam market
PBI Survey 2015
Research Design
Research Method: Internet Sampling
Fieldwork Period: 27thFeb 2015–1stMar2015
Research Area: Vietnam (Nationwide)
Respondent Criteria: Male & Female
Sample Size: 850 samples
Survey Content:
Toilet cleaner brand awareness
Expansive of Toilet cleaner Brand
Toilet cleaner brand ever used
Toilet cleaner brand used in the past 3 months
Toilet cleaner brand most often used in the past 3 months
Toilet cleaner brand use in the future
Toilet cleaner brand recommendation
Overview of Motorbike in Vietnam Market
PBI Survey 2015
Research Design
Research Method: Internet Sampling
Fieldwork Period: 21st April 2015 – 23rd April 2015
Research Area: Nationwide
Respondent Criteria: Male & Female
Sample Size: 1660 samples
Survey Content:
Motorbike brand awareness
Expansive of Motorbike Brand
Motorbike brands ever used
Motorbike brands used in the past 3 months
Motorbike brand most often used in the past 3 months
Motorbike brand use in the future
Motorbike brand recommendation
Overview of Fabric Conditioner products in Vietnam market
PBI Survey 2015
Research Design
3
Research Method
Internet Sampling
Fieldwork Period
26th Feb 2015 – 01st Mar 2015
Research Area: Vietnam (Nationwide)
Respondent Criteria: Female only
Sample Size: 500 samples
Survey Content:
Fabric Conditioner brand awareness
Expansive of Fabric Conditioner Brand
Fabric brand ever used
Fabric brand used in the past 3 months
Fabric Conditioner brand most often used in the past 3 months
Fabric Conditioner brand use in the future
Fabric Conditioner brand recommendation
Overview of Dishwashing liquid products in Vietnam market
PBI Survey 2015
Research Design
3
Research Method
Internet Sampling
Fieldwork Period
9th Feb 2015 – 10th Feb 2015
Research Area: Vietnam (Nationwide)
Respondent Criteria: Female only
Sample Size: 620 samples
Survey Content:
Dishwashing liquid brand awareness
Expansive of Dishwashing liquid Brand
Dishwashing liquid brand ever used
Dishwashing liquid brand used in the past 3 months
Dishwashing liquid brand most often used in the past 3 months
Dishwashing liquid brand use in the future
Dishwashing liquid brand recommendation
Facial Cleanser Vietnam Popular Brand 2015
Popular Brand Index
Research Design
Research Method: Internet Sampling
Fieldwork Period: 05th March 2015 – 10th March 2015
Research Area: Vietnam (Nationwide)
Respondent Criteria: Female only
Sample Size: 770 samples
Survey Content:
Brand Awareness of Facial Cleanser
Brand Advertising Expansive of Facial Cleanser
Facial Cleanser Brands ever used
Facial Cleanser Brands used in the past 3 months
Facial Cleanser Brand used most often within the past 3 months
Facial Cleanser Brand choose to use in the future
Facial Cleanser Brand would recommend
Report on sexual activity and contraceptive methods for female
June 2014
Table of content
A.Research background
B.Research design
C.Respondent profile
D.Key findings
E.Detail findings
1. Frequently met women's health diseases
2. Sex knowledge
3. Sexual activity
4. Contraceptive methods
5. Daily contraceptive pills
6. Emergency contraceptive pills
REPORT ON PROGRAMMING
FIELD IN VIETNAM
Date: 22nd May 2013
Creator: W&S Group
Research time: 4th – 20th May 2013
Based on Vinaresearch’s panellist
Table of content
A – Executive Summary
B – Research Information
C – Research Findings
D – Member Profile
Timing : 1st – 3rd October 2012
Total sample size : 308
Gender : Male and Female
Province : Ho Chi Minh City, Hanoi City and other provinces
Criteria : Having children under 10 years old
Research objective : To understand parents' psychology about education and entertainment matters as well as future orientation for their children.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
2. A. Research background
2
Currently, soft drink market value in
Thailand totally is THB 46,000 Million.
The main segment is black drink with
(THB 35,000 Million) and color drink is
(THB 11,000 Million).
There are currently four leading brands
in Thailand which are Coca Cola, Pepsi,
est cola and Big cola.
Source : Post Today News
Colour Drink,
11,000
Black Drink,
35,000
Soft Drink Market Value
Coca Cola,
50%
Pepsi, 45%
est Cola
Big
Cola
Black Drink
Fanta,
56%
Mirinda,
30%
est Cola
Big Cola
Color Drink
Player Marketing Strategy
Coca Cola Music Marketing
Pepsi Sport Marketing
Est Cola Lifestyle Marketing
Big Cola Differentiated Marketing
Coke
Pepsi
3. B. Research design
3
Research Method Online research
Fieldwork Period 1st – 15th December 2014
Research Area Nationwide (Thailand)
Respondent Criteria Male & Female (50%:50%) , Aged(above 16 years old)
Sample Size 450 samples
Number of Questions 17 Main Questions
Criteria Consumed soft drink in the last 3 months
Research Objectives To understand about Thai consumers behavior on soft drink
To evaluate brand awareness, Brand Favorability and Purchase Intention in the future
4. C. Respondent profile
4
■Gender
■Current living city
■Age
■Monthly household income
50%50%
Male
Female
Unit : %
30%
53%
17%
16 - 24 yrs
25 - 34 yrs
35 - 44 yrs
Unit : %
14%
23%
11%14%
7%
2%
29%
North
Central
South
Northeast
West
East
Greater Bangkok
29%
28%
43% A Class
B Class
C Class
Unit : %
5. D. Key findings : Consumer Behavior
5
1. Frequency of consuming soft drink
High percentage of heavy user which is 60.8% that consumed soft drink often; 18.0% of respondents
consumed daily and 17.3% of respondents consumed 5-6 times a week; and 49.3% of age group 16 – 24 yrs
consumed more than 3 times a week . 41.9% of those aged 35 – 44 yrs consumed 2 times/ week or less.
25.6% respondents had consumed soft drink 3-4 times a week in the last 3 months.
2. Moment to consume soft drink
Another main reasons for target age of 16-24 yrs and age of 25 – 34 yrs for party reason with an average of
63.6%, While the main reason for target age of 35 – 44 yrs are to refresh with around 62.2%
Relaxation in leisure time is the main reason why 68.7% of the respondent consume soft
drink.
3. Consideration factors when choose soft drink
4. Popular type of package
However, medium-sized and big-sized plastic bottle is more popular for age group of 25 – 34 yrs and, age
group of 35 – 44 yrs.
5. Source of soft drink advertising
Ads on TV is the major source of soft drink advertising, 95.3% found the ads on TV
The availability and the price are also affecting the purchasing.
86.4% of respondents claimed that flavor is the key consideration factor when buying soft drink
84.4% preferred medium – sized package and 82.7% prefer small – sized plastic bottle
Those respondents flavored Big cola found the ads on the internet, the theater, the bus and radio
6. D. Key findings : Brand Evaluation
6
6. TOM vs. Spontaneous vs. Total awareness of soft drink brands
The top three soft drink brands that aware by respondents are Coca Cola (96.0%), Pepsi (95.8%) and Fanta
(90.2%), But Pepsi has the highest gap score between TOM and spontaneous, which accounts for 35.5% and
84.4%.
Coca-Col is the brand leader for soft drink category.
7. Soft drink’s brands ever tried & last drink
Although Coca Cola is the top-aware brand, however, Pepsi is the top brand receiving highest ever tried
score and last drink score
87.6% ever tried Pepsi, and 70% drink Pepsi in the last month.
8. Soft Drink Brand Favorability
Although Coca Cola is the top-aware brand, however, Pepsi is the leading brand that the respondent
frequently drink. As age group of 16 – 24 yrs and 25 – 34 age target group Big cola gained more popularity
for age group of 16 – 24 yrs and 25 – 34 yrs
70 % drink Pepsi in the last month and 52.4% claimed that Pepsi is the brand they
frequently drink
9. Soft Drink Purchase Intention
Those brand with high percentage of brand favorability also shows high percentage of purchase intention.
92.4% claimed that they intend to buy Pepsi in the future
8. 1. Frequency of consuming soft drink
8
daily
5-6 times /
week
3-4 times /
week
1-2 times /
week
2-3 times /
month
1 time /
month
Total 18.0% 17.3% 25.6% 23.6% 12.9% 2.7%
16 - 24 yrs 16.2% 20.6% 28.7% 20.6% 11.0% 2.9%
25 - 34 yrs 18.8% 17.9% 23.8% 24.2% 13.3% 2.1%
35 - 44 yrs 18.9% 9.5% 25.7% 27.0% 14.9% 4.1%
20.6%
28.7%
27.0%
14.9%
High percentage of heavy user which is 60.8% that consumed soft drink often; 18.0% of respondents
consumed daily and 17.3% of respondents consumed 5-6 times a week; and 49.3% of age group 16 – 24 yrs
consumed more than 3 times a week . 41.9% of those aged 35 – 44 yrs consumed 2 times/ week or less.
25.6% respondents had consumed soft drink 3-4 times a week in the last 3 months.
Q2. Please specify how often do you consume soft drink by yourself? [SA] n = 450
Unit : %
9. 9
2. Moment to consume soft drink
Another main reasons for target age of 16-24 yrs and age of 25 – 34 yrs for party reason with an average of
63.6%, While the main reason for target age of 35 – 44 yrs are to refresh with around 62.2%
Relaxation in leisure time is the main reason why 68.7% of the respondent consume
soft drink.
Q3. In what moment do you consume soft drink? [MA] n = 450
Unit : %68.7
63.6 63.3
51.1
44.7
35.8 35.3 32.2 28.7 27.6
21.8
16.2
0.7
Age
Relaxati
on /
Leisure Party
To
refresh
When
hot air
When
traveling
/ picnic
To drink
it with
food,
fast
food.
On the
occasio
n of
drinking
water
needs
When
eating
out
To drink
with
food in
each
meal.
When
labor or
sweat a
lot.
To meet
relatives
/ friends.
Back to
Sport
Other
[specify]
16 - 24
69.9% 61.8% 57.4% 42.6% 44.1% 33.8% 27.2% 26.5% 30.1% 28.7% 22.1% 14.0% 0.7%
25 - 34
72.1% 66.7% 67.1% 58.8% 45.4% 37.1% 40.8% 33.3% 26.7% 27.9% 20.8% 17.9% 0.4%
35 - 44
55.4% 56.8% 62.2% 41.9% 43.2% 35.1% 32.4% 39.2% 32.4% 24.3% 24.3% 14.9% 1.4%
Table are percentage breakdown by age
10. 10
3. Consideration factors when choose soft drink
The availability and the price are also affecting the purchasing.
86.4% of respondents claimed that flavor is the key consideration factor when buying
soft drink
Q10. Please specify how much these factors affect soft drink brand choosing ? [MSA] n = 450
5.6
8.9
14.2
14.7
17.3
19.1
19.1
18.9
17.6
19.1
20.7
21.1
23.3
24.0
16.7
28.4
30.4
32.0
32.0
31.1
33.1
30.9
27.8
32.0
29.6
32.9
28.4
26.0
28.9
24.7
15.1
15.3
56.0
47.3
42.9
37.1
33.3
31.6
33.1
29.1
27.8
26.9
26.4
23.3
22.0
26.0
11.8
16.9
0.0 20.0 40.0 60.0 80.0 100.0
Flavor
Can be easily purchased
Price
A reliable brand
Various sizes
There are many promotions
Get a discount when buying more
Brand Reputation
It's a carbonated drink
Packaging Design / bottle handles.
Interesting links
Drink a lot of gas
Colorful appetizing
Many people drink
Others
As foreign brands
Not affect the choice at all. Not affect the choice of drink. unknown
Influence of drink Affect the choice of drink.
4.26
4.02
3.86
3.66
3.59
3.50
3.45
3.42
3.34
3.32
3.22
3.14
3.12
3.10
2.90
2.62
Unit : % Mean
11. 11
4. Popular type of package
Currently, medium – sized glass bottle is gaining less popular
84.4% preferred medium – sized package and 82.7% prefer small – sized plastic bottle
Q4. Which type of packaging do you like to buy? [MSA] n = 450
3.8
3.1
4.0
7.6
7.3
9.3
12.2
12.4
19.6
21.1
2.4
2.0
1.3
.2
2.0
44.0
41.1
44.9
46.9
45.8
40.4
41.6
37.3
25.8
23.8
0.0 20.0 40.0 60.0 80.0 100.0
Medium - sized plastic bottle
Small - sized plastic bottle
Big sized plastic bottle
Can
Medium - sized glass bottle
Do not Buy it at all Do not Buy it unknown Buy it frequently purchased
4.08
4.06
3.99
3.64
3.58
Unit : %
Mean
12. 12
4. Popular type of package
However, medium-sized and big-sized plastic bottle is more popular for age group of 25 – 34 yrs and, age
group of 35 – 44 yrs.
Small – sized plastic bottle is popular for age group of 16 – 24 yrs , 83.8% of them
always buy it
Q4. Which type of packaging do you like to buy? [MSA] n = 450
Package Type Frequency 16 - 24 ys 25 - 34 yrs 35 - 44 yrs
Can
Buy it 49.3% 44.6% 50.0%
Frequently Buy 25.0% 27.5% 21.6%
Total 74.3% 72.1% 71.6%
Small - sized
plastic bottle
Buy it 42.6% 39.6% 43.2%
Frequently Buy 41.2% 43.3% 36.5%
Total 83.8% 82.9% 79.7%
Medium - sized
glass bottle
Buy it 48.5% 45.4% 41.9%
Frequently Buy 25.0% 22.9% 24.3%
Total 73.5% 68.3% 66.2%
Medium - sized
plastic bottle
Buy it 44.9% 44.2% 41.9%
Frequently Buy 39.0% 41.3% 40.5%
Total 83.8% 85.4% 82.4%
Big sized plastic
bottle
Buy it 43.4% 48.3% 36.5%
Frequently Buy 35.3% 35.8% 45.9%
Total 78.7% 84.2% 82.4%
*Remark: Highlighted is those age
group with high percentage of
consumption on key package type;
yellow color shows high percentage
of buy it or frequently buy it; while
blue color shows high sum
percentage of buy it plus frequently
buy it
13. 95.3
65.1
52.2
34.9 34.7 34.4
23.6 21.3 21.1
14.9 14.9 13.1
0.7
13
5. Source of soft drink advertising
65.1% of customer found ads in supermarket and 52.2% of customer found ads on internet
Ads on TV is the major source of soft drink advertising, 95.3% found the ads on TV
Q11. Please specify where you found these soft drink advertising ? [MA] n = 450
Unit : %
Brand
Favourability
Ads on
TV
Ads in
supermar
kets /
stores /
malls.
Ads on
the
Internet
Ads in
newspap
ers /
magazine
s
Activities
of the
discount
store
coupon /
sample.
Ads in
theaters
Banner
on the
road.
Ads on
Buses
Informati
on from
relatives /
friends
Program
sponsors
(culture /
music /
art).
Ads from
Radio
Advice
from
those
who have
used the
forum.
Other
[specify]
Coca Cola
[ n = 41.8% ]
96.8% 70.2% 57.4% 41.0% 40.4% 37.2% 28.7% 25.0% 21.8% 18.1% 19.7% 16.5% 1.1%
Pepsi
[ n = 52.4 %]
95.8% 70.8% 51.7% 36.9% 38.1% 37.3% 25.0% 22.0% 20.8% 14.4% 15.7% 10.6% 0.0%
Est
[ n = 17.8%]
97.5% 65.0% 56.3% 37.5% 42.5% 41.3% 25.0% 27.5% 25.0% 21.3% 21.3% 17.5% 0.0%
Big Cola
[ n = 12.0%]
92.6% 57.4% 59.3% 40.7% 42.6% 42.6% 20.4% 35.2% 27.8% 27.8% 24.1% 25.9% 1.9%
Those respondents flavored Big cola found the ads on the internet, the theater, the bus and radio
Table are percentage breakdown by the category of those whose leading brands are their favorite brand
15. 15
6. TOM vs. Spontaneous vs. Total awareness of soft
drink brands
Coca
Cola
Pepsi Fanta est
Big
Cola
Sprit
e
Mirin
da
7 UP A&W
Mou
ntain
Dew
Schw
eppe
s
Othe
rs
Total Awareness 96.0 95.8 90.2 83.8 87.1 85.3 78.2 75.8 38.2 6.2 3.3 4.0
TOM 46.1 35.0 9.4 7.3 0.9 0.2 0.9 0.2 0.0 0.0 0.0 0.0
Spontaneous 90.6 84.4 58.4 54.1 21.8 23.2 30.1 8.9 2.7 6.2 3.3 4.0
96.0 95.8
90.2
83.8 87.1 85.3
78.2 75.8
38.2
6.2 3.3 4.0
0.0
20.0
40.0
60.0
80.0
100.0
Total Awareness TOM Spontaneous
The top three soft drink brands that aware by respondents are Coca Cola (96.0%), Pepsi (95.8%) and Fanta
(90.2%), But Pepsi has the highest gap score between TOM and spontaneous, which accounts for 35.5% and
84.4%.
Coca-Col is the brand leader for soft drink category.
Q5. What are the soft drink’s brand do you know? [FA] n = 450
Q6. Among the list brands of soft drink, which one do you aware (include those you mention before? [MA] n = 450
Unit : %
16. 16
7. Soft drink’s brands ever tried & last drink
Pepsi
Coca
Cola
Fanta Sprite Big Cola est Mirinda 7 UP Others
Ever tried 87.6 83.1 78.0 73.1 66.4 64.7 56.7 51.8 22.0
Last Drink 70.0 57.8 38.9 34.2 26.2 33.8 14.0 10.4 5.6
87.6
83.1
78.0
73.1
66.4 64.7
56.7
51.8
22.0
70.0
57.8
38.9
34.2
26.2
33.8
14.0
10.4 5.6
0.0
20.0
40.0
60.0
80.0
100.0
Ever tried Last Drink
Although Coca Cola is the top-aware brand, however, Pepsi is the top brand receiving highest ever tried
score and last drink score
87.6% ever tried Pepsi, and 70% drink Pepsi in the last month.
Q7. Among the list brands of soft drink, which one do you ever tried? [MA] n = 450
Q8. Among the list brands of soft drink, which one did you last drink last month? [MA] n = 450
Unit : %
17. 17
8. Soft Drink Brand Favorability
Although Coca Cola is the top-aware brand, however, Pepsi is the leading brand that the respondent
frequently drink
70 % drink Pepsi in the last month and 52.4% claimed that Pepsi is the brand
they frequently drink
Q9. Among the list brands of soft drink, which one do you frequently drink ? [MA] n = 450
Unit : %52.4
41.8
20.2 18.9 17.8
12
4 3.3 1.8
Pepsi Coca Cola Fanta Sprite est Big Cola Mirinda 7 UP Others
Pepsi
Coca
Cola Fanta Sprite est Big Cola Mirinda 7 UP Others
Male 45.8% 43.6% 20.9% 15.1% 19.1% 16.4% 3.6% 3.1% 1.3%
Female 59.1% 40.0% 19.6% 22.7% 16.4% 7.6% 4.4% 3.6% 2.2%
16 - 24 yrs 51.5% 33.8% 19.9% 20.6% 22.1% 14.7% 6.6% 3.7% 1.5%
25 - 34 yrs 54.2% 44.6% 19.6% 17.9% 17.1% 11.7% 3.3% 2.9% 1.3%
35 - 44 yrs 48.6% 47.3% 23.0% 18.9% 12.2% 8.1% 1.4% 4.1% 4.1%
Table are percentage breakdown by gender and age
18. 18
Ever tried Drink the last month Most Favourite
Age 16 - 24 25 - 34 35 - 44 16 - 24 25 - 34 35 - 44 16 - 24 25 - 34 35 - 44
Pepsi 86.0% 86.7% 93.2% 65.4% 70.0% 78.4% 51.5% 54.2% 48.6%
Coca Cola 80.9% 83.8% 85.1% 51.5% 58.3% 67.6% 33.8% 44.6% 47.3%
Fanta 82.4% 77.1% 73.0% 37.5% 38.8% 41.9% 19.9% 19.6% 23.0%
Sprite 72.1% 74.2% 71.6% 34.6% 33.8% 35.1% 20.6% 17.9% 18.9%
est 66.2% 65.8% 58.1% 31.6% 35.8% 31.1% 22.1% 17.1% 12.2%
Big Cola 66.2% 67.1% 64.9% 26.5% 26.3% 25.7% 14.7% 11.7% 8.1%
Mirinda 61.8% 54.6% 54.1% 14.0% 14.2% 13.5% 6.6% 3.3% 1.4%
7 UP 50.7% 53.3% 48.6% 10.3% 12.1% 5.4% 3.7% 2.9% 4.1%
Others 22.8% 22.5% 18.9% 4.4% 5.8% 6.8% 1.5% 1.3% 4.1%
8. Soft Drink Brand Ever Tried to Brand Favorability
Pepsi and Coca Cola are popular for age group of 34 – 44 yrs old
As age group of 16 – 24 yrs and 25 – 34 age target group Big cola gained more popularity for age group of 16
– 24 yrs and 25 – 34 yrs
*Remark: Highlighted is those group with highest percentage for each category, Only key brands are highlighted
19. 19
9. Soft Drink Purchase Intention
92.4% claimed that they intend to buy Pepsi in the future
Q17. Please specify how you would like to drink the following brand in the future ? [MSA] n = 450
39.6%
43.3%
42.5% 40.1%
36.4%
36.5% 34.1% 37.8%
32.3%
52.8% 47.1% 42.7% 42.9% 39.5%
32.2% 33.4% 28.8% 26.3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Pepsi Coca
Cola
Fanta Sprite Est Mirinda Big Cola -
Cola
7 UP Others
Will not buy in the future Probably will not buy in the future
Not sure Probably will buy in the future
Will buy in the future
4.41 4.31 4.21 4.19 3.98 3.85 3.79 3.75 3.64
Unit : %
Those brand with high percentage of brand favorability also shows high percentage of purchase intention.
Mean
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W&S Group
W&S Holdings
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