Sales of carbonated soft drinks in Thailand fell 4.1% year-on-year in value in 2017 to THB 50 billion (USD 1.6 billion), said Jesdakorn Ghosh, Thai Drinks Co senior vice-president citing Nielsen data. The decline is blamed on poor consumer spending power, cooler-than-expected weather and competing drinks, reported Bangkok Post.
est market share improved
However, the est brand grew the fastest up 2.8% compared with a 7% decline for Coca-Cola and a mere 0.8% growth for Pepsi, making est the only brand to post strong sales growth in 2017. The market share of est also improved from 9.8% in 2016 to 10.5% in 2017.
Three strategies to win CSD market
Thai Drinks Co., a unit of Thai Beverage Group, has outlined three strategies to win in the Thai CSD market in 2018. The three strategies are outlined in the press release as follow:
“1) Insights Power: Only est can respond to teens’ insights by bringing them closer to their idols. The ‘est cola zaa-zeed-sud-kua, muan-i-lee with GOT7’ campaign (which means super fizzy, super fun with GOT7) connects Thai consumers to GOT7, the most popular boy band, which has brought a new look and offers a higher level of enjoyment by doing both Korean and Thai-style dancing
2) Innovation Power: est continues leading with innovation by bringing ‘drinking Bingsu’ to the market in response to the popularity of Bingsu, a Korean-style shaved ice dessert, among Thai teens. est Play launched two new flavors – ‘est Play Melon Bingsu’ and ‘est Play Mango Bingsu,’ and both rocked the market with their outstanding success after only one month. They became the Number 2 and Number 3 best-selling flavors in the convenience store channel, and have the potential to drive est Play’s growth to hit double digits this year.”
3) Summer Promotion Power: This continues from last summer’s campaign that let consumers choose their preferred prize. This summer’s promotion is a much greater extravaganza, with double the entries for online submissions to win one of over 1,200 prizes worth a total of 27 million baht. Consumers can press Button 1 for a exclusive trip to a GOT7 World Tour concert in New York; Button 2 for one of 200 Toyota Yaris ATIVs or Yamaha QBIX motorcycles; or Button 3 for one of 1,000 exclusive photo books signed by all members of GOT7. Also, fans won’t want to miss the limited-edition packaging available only during the summer, with 42 designs featuring the members of GOT7 on various sizes of est packaging. est will also keep our edge in connecting online with Thai youths by offering a hologram experience via a mobile application, so fans can enjoy up-close moments with GOT7 in virtual form.”