Est mr2 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

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
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Content
2

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

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

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

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

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

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

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

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

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

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

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

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

 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

 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

 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

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

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

 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
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

 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

 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
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

 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
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

 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
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

 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
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

 Which Brand matches the formal shirt(Q5.3.1)
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

 Which Brand matches the smart casual(Q5.3.2)
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

 Which Brand matches the casual(Q5.3.3)
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

 Which Brand matches the hipster(Q5.3.4)
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

 Which Brand matches the shorts tank top(Q5.3.5)
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

 Which Brand matches the trendy(Q5.3.6)
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

 Which Brand matches the income below 5,000(Lowest income)
(Q5.4.1)
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

 Which Brand matches the income above 50,000(Highest income)
(Q5.4.6)
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

 Which Brand has age below 15(Youngest) (Q5.5.1)
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

 Which Brand has age between 40-50 (Oldest) (Q5.5.6)
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

 Which Brand is male(Q5.6.1)
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

 Which Brand is female(Q5.6.2)
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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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?
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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

Summary & Conclusions
 Objective: Consumer behavior towards soft drink consumption
 Top cola brand among the majority of the respondents are Coke, Pepsi, and EST.
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 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

 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.
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 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.
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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

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.
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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

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