Suntory PepsiCo Beverage (Thailand) Company Limited or SPBT, operator and distributor of beverage under Suntory and PepsiCo trademarks, revealed its satisfying performance to grew ahead of CSD market. The drink maker is also preparing to allocate THB 400 million to comprehensive campaigns and promotions to ensure its leadership in the competitive drink market this summer. Ms. Siremorn Supachanya, SPBT Chief Marketing Officer, said that “The market overview of FMCG (Fast Moving Consumer Goods) in the previous year had posed the value growth and volume in the first half of the year, with growth recorded at 3.8%1. The Consumer Confidence Index in the latter half of the year, however, began to shrink since the middle of the year due to the global economic slowdown. Despite a challenging economic situation, SPBT has continued to achieve a growth rate at 15.5%2, higher than the overall CSD market at only 12%3.
From market research about the trend associated with consumers and consumer behavior found that generation Z (gen Z) or consumers in the age range between 10-21 years old is considered the readiest to open for new fresh things. Accounting at 19% of the population in Thailand, this group of consumers has always been in operators’ focus to innovate in new products and flavors to meet their lifestyles.
Also, the healthy trend still retains its strong popularity which includes activities like searching for refreshing and good taste, reduction of sweetness and addition of healthy ingredients such as vitamins or extracts for beauty and anti-aging purpose.
The competition of Thailand’s THB 56-billion4 valued carbonated soft drink (CSDs) market, comes with high competition, most notably in the summer which is the main selling period of soft drink products because of the heat, as well as Summer festival. As one of the leaders in Thailand’s beverage market, Suntory PepsiCo aims at steering the market with continued development of innovation and new products to respond to consumers’ needs, with products ranging from Pepsi Max Taste Raspberry flavor to Pepsi Lime flavor in the previous year which have been well received. Recently, the company has unveiled the new Mirinda Green Cream Flavor catered to gen Z, and 7 Up Free, the sugar-free drink with zero coloring and caffeine as healthier choice product. These are company’s main tactics for the summer with 360-degree marketing campaign.
The attempt to snatch summer leadership also includes passing on happiness through Songkran Festival with Songkran Music Festival. SPBT will continue sponsoring four music events during the Songkran festival namely “Pepsi Presents S2O Songkran Music Festival”, which is the most-awaited and biggest Songkran Electronic Dance Music (EDM) festival with over 60,000 participants in Bangkok for the sixth consecutive years, “Wonder Waterland @ UD Town”, one of the biggest Songkran music festival with over 1.2 hundred participants in
Udonthani province for the fourth consecutive years, “Pepsi Presents Songkran Korat” at Central Plaza Nakhon Ratchasima in Nakhon Ratchasima province for the sixth consecutive years, and “Vana Nava Volo Festival”, one of the Asian’s biggest hip-hop festival at Vana Nava Water Jungle Hua Hin in Prachaup Kirikhan Province for the 1st time.
The last strategy, the biggest campaign of the year “Pepsi Summer Za”, Suntory PepsiCo will allocate on the promotional lucky-draw campaign with exciting rewards such as one gold prize valued THB 10 million, BMW X1 valued THB 1.99 million 8 units, latest Samsung S Series mobile phone valued THB 31,900, 270 units and KFC-THB 500-vouchers 20,000 units. The company also reiterates its campaign awareness to its main target in the broader aspect via the use of its presenter “The Toys”, and a troop of combined media from ads, outdoors media in Bangkok and other provinces to digital and social media content as well as media in stores and sale points in all 360-degree. The campaign will include comprehensive promotional activities in various channels from 1 February to 24 April 2020. To participate in the campaign, send the code under the lid or on the can opener of Pepsi, Mirinda and 7 Up at any size to *775* followed by the code, # and press dial, or via LINE @pepsi in which participants must first add the product’s Line and register on LINE @pepsi followed by adding phone number and the code. Both channels are free of charge. The 1st lucky draw will be on 6 March 2020 and will continue every week for 8 times until 24 April 2020”.
“We are confident that our campaigns would bring fun and excitement to the drink sector in the summer,” concluded Siremorn.
Experience the “Pepsi Summer Za” vibe this summer and follow Facebook PepsiThailand or www.pepsipromotion.com for more information of the campaign.