Est mr2 1
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Transcript of Est mr2 1
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Final ReportEST. 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 groupAny unauthorized use, disclosure, dissemination, or duplication of the information contained herein may result in liability under applicable laws.
MUIC Students: EST Group999 Phuttamonthon 4 Road, Salaya, Nakhon Pathom 73170
Tel: 66 (0) 2441 5090 Fax: 66 (0) 2441 9745
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I. Background and ObjectiveII. MethodologyIII. Respondent
• Criteria, Size and DistributionIV. Quantitative Main FindingsV. Qualitative Main FindingsVI. Summary and Recommendation
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Content
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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)
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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.
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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)
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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
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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
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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)
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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
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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
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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.342% rank Big cola no.4
Top Four Cola Brands are (S3)
Male
Coke 60% Pepsi 32% EST. 7% Big 2%
FemaleCoke 55%Pepsi 35%EST. 10%Big 0%
Coke28%
Pepsi27%
EST.27%
Big Cola18%
Preferred Cola Brands
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General Information
Total
Male
Female
58%
60%
55%
33%
32%
35%
8%
7%
10%
1%
2%
Coke Pepsi EST. Big
Top Four Cola Brands (S3)
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General Information
Consumption (S4)69% of the respondents consumes cola 3-4 times a week31% of the respondents consumes cola >5 times a week
During the week (7 Days), how many times do you drink cola product?
69%
31%
3-4 Times a week > 5 Times a week
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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
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Consumer behavior towards soft drink consumption
Preferred Location to purchase soft drink (Q1)
“Where do you usually purchase cola products? (Multiple Answers)”
Total
Male
Female
73%
68%
80%
70%
70%
68%
47%
47%
48%
28%
25%
33%
8%
8%
8%
3%
3%
3%
1%
1%
Convenient Store Traditional Store Canteen
Supermarket Night Clubs Restaurant
Vending Machine
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Consumer behavior towards soft drink consumption
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
Total
Male
Female
51%
52%
50%
58%
35%
65%
40%
13%
5%
8%
8%
10%
Can Plastic bottle Glass bottle Separate glass
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Consumer behavior towards soft drink consumption
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
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Consumer behavior towards soft drink consumption
Total
Male
Female
53%
53%
53%
32%
35%
28%
40%
40%
40%
10%
8%
13%
1%
13%
8%
2%
3%
0%
79%
80%
With meal After meal During the day After Sport As a mixer
Drink with ice With movie
How respondents usually consume Cola (Q4)
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Attitude among cola product
Which Brand you prefer the most? (Q5.1.1)
Coke
Pepsi
EST.
Big
RC
No comment
Total
25% 75% 125% 175% 225% 275% 325%Coke Pepsi EST. Big RC No comment Total
Total 0.56 0.37 0.07 0 0 0 1
Male 0.583 0.35 0.067 0 0 0 1
Female 0.525 0.4 0.075 0 0 0 1
You prefer the most
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Attitude among cola product
Which Brand do you usually purchase? (Q5.1.2)
Coke
Pepsi
EST.
Big
RC
No comment
Total
25% 75% 125% 175% 225% 275% 325%Coke Pepsi EST. Big RC No com-
mentTotal
Total 0.5 0.29 0.19 0 0 0.02 1
Male 0.346 0.192 0.423 0 0 0.038 1
Female 0.45 0.4 0.125 0 0 0.025 1
You usually purchase
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Attitude among cola product
Which Brand has the most attractive advertisement? (Q5.1.3)
Coke
Pepsi
EST.
Big
RC
No comment
Total
25% 75% 125% 175% 225% 275% 325%Coke Pepsi EST. Big RC No com-
mentTotal
Total 0.49 0.44 0.04 0 0 0.03 1
Male 0.533 0.35 0.067 0 0 0.038 1
Female 0.425 0.575 0 0 0 0 1
The most attractive advertisement
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Attitude among cola product
Which Brand has the most attractive packaging(Q5.1.4)
Coke
Pepsi
EST.
Big
RC
No comment
Total
25% 75% 125% 175% 225% 275% 325%Coke Pepsi EST. Big RC No comment Total
Total 0.44 0.3 0.15 0.01 0 0.1 1
Male 0.35 0.3 0.15 0 0 0.06 1
Female 0.575 0.3 0 0.01 0 0.04 1
The most attractive packaging(Q5.1.4
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Attitude among cola product
Which Brand is the healthiest cola product (Q5.1.5)
Coke
Pepsi
EST.
Big
RC
No comment
Total
25% 75% 125% 175% 225% 275% 325%Coke Pepsi EST. Big RC No comment Total
Total 0.15 0.03 0.09 0.12 0.02 0.59 1
Male 0.167 0.033 0.1 0.133 0.02 0.533 1
Female 0.125 0.025 0.075 0.1 0 0.68 1
The healthiest cola product
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Attitude among cola product
Which Brand has the most availability(Q5.1.6)
Coke
Pepsi
EST.
Big
RC
No comment
Total
25% 75% 125% 175% 225% 275% 325%Coke Pepsi EST. Big RC No comment Total
Total 0.48 0.1 0.4 0 0 0.02 1
Male 0.417 0.117 0.433 0 0 0.033 1
Female 0.575 0.075 0.35 0 0 0 1
The most availability
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Attitude among cola product
Which Brand has the most income (Q5.2)
Assume the cola brands are individual persons
Coke
Pepsi
EST.
Big
RC
No comment
Total
25% 75% 125% 175% 225% 275% 325%Coke Pepsi EST. Big RC No comment Total
Total 0.77 0.21 0.01 0 0 0.01 1
Male 0.767 0.217 0.017 0 0 0 1
Female 0.775 0.2 0 0 0 0.025 1
The most income
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Attitude among cola product
Which Brand matches the formal shirt(Q5.3.1)
Assume the cola brands are individual persons
Coke Yes No Pepsi Yes No Est Yes No Big Yes No RC Yes No
Total NaN 0.4 0.6 NaN NaN 0.28 0.72 NaN NaN 0.02 0.98 NaN NaN 0.02 0.98 NaN NaN 0.03 0.97
Male NaN 0.417 0.583 NaN NaN 0.192 0.808 NaN NaN 0.02 0.98 NaN NaN 0.02 0.98 NaN NaN 0.05 0.95
Female NaN 0.375 0.625 NaN NaN 0.275 0.725 NaN NaN 0.025 0.975 NaN NaN 0.025 0.975 NaN NaN 0 1
25%
75%
125%
175%
225%
275%
325%
The formal shirt
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Attitude among cola product
Which Brand matches the smart casual(Q5.3.2)
Assume the cola brands are individual persons
Coke Yes No Pepsi Yes No Est Yes No Big Yes No RC Yes No
Total NaN 0.46 0.54 NaN NaN 0.33 0.67 NaN NaN 0.12 0.88 NaN NaN 0 1 NaN NaN 0 1
Male NaN 0.5 0.5 NaN NaN 0.28 0.72 NaN NaN 0.117 0.883 NaN NaN 0 1 NaN NaN 0 1
Female NaN 0.4 0.6 NaN NaN 0.4 0.6 NaN NaN 0.125 0.875 NaN NaN 0 1 NaN NaN 0 1
25%
75%
125%
175%
225%
275%
325%
The smart casual
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Attitude among cola product
Which Brand matches the casual(Q5.3.3)
Assume the cola brands are individual persons
Coke Yes No Pepsi Yes No Est Yes No Big Yes No RC Yes No
Total NaN 0.33 0.67 NaN NaN 0.29 0.71 NaN NaN 0.26 0.74 NaN NaN 0.05 0.95 NaN NaN 0.02 0.98
Male NaN 0.317 0.683 NaN NaN 0.32 0.68 NaN NaN 0.27 0.73 NaN NaN 0.05 0.85 NaN NaN 0.03 0.97
Female NaN 0.35 0.65 NaN NaN 0.25 0.75 NaN NaN 0.25 0.75 NaN NaN 0.05 0.95 NaN NaN 0 1
25%
75%
125%
175%
225%
275%
325%
The casual
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Attitude among cola product
Which Brand matches the hipster(Q5.3.4)
Assume the cola brands are individual persons
Coke Yes No Pepsi Yes No Est Yes No Big Yes No RC Yes No
Total NaN 0.21 0.79 NaN NaN 0.2 0.8 NaN NaN 0.36 0.64 NaN NaN 0.12 0.88 NaN NaN 0.04 0.96
Male NaN 0.25 0.75 NaN NaN 0.18 0.82 NaN NaN 0.35 0.65 NaN NaN 0.13 0.87 NaN NaN 0.05 0.95
Female NaN 0.15 0.85 NaN NaN 0.23 0.78 NaN NaN 0.375 0.625 NaN NaN 0.1 0.9 NaN NaN 0.03 0.98
25%
75%
125%
175%
225%
275%
325%
The hipster
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Attitude among cola product
Which Brand matches the shorts tank top(Q5.3.5)
Assume the cola brands are individual persons
Coke Yes No Pepsi Yes No Est Yes No Big Yes No RC Yes No
Total NaN 0.12 0.88 NaN NaN 0.13 0.87 NaN NaN 0.13 0.87 NaN NaN 0.29 0.71 NaN NaN 0.24 0.76
Male NaN 0.08 0.92 NaN NaN 0.15 0.85 NaN NaN 0.12 0.88 NaN NaN 0.27 0.73 NaN NaN 0.23 0.77
Female NaN 0.18 0.83 NaN NaN 0.1 0.9 NaN NaN 0.15 0.85 NaN NaN 0.325 0.675 NaN NaN 0.25 0.75
25%
75%
125%
175%
225%
275%
Chart Title
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Attitude among cola product
Which Brand matches the trendy(Q5.3.6)
Assume the cola brands are individual persons
Coke Yes No Pepsi Yes No Est Yes No Big Yes No RC Yes No
Total NaN 0.3 0.7 NaN NaN 0.33 0.67 NaN NaN 0.19 0.81 NaN NaN 0.02 0.98 NaN NaN 0.01 0.99
Male NaN 0.28 0.72 NaN NaN 0.37 0.63 NaN NaN 0.18 0.82 NaN NaN 0.02 0.98 NaN NaN 0.02 0.98
Female NaN 0.33 0.67 NaN NaN 0.275 0.725 NaN NaN 0.2 0.8 NaN NaN 0.03 0.97 NaN NaN 0 1
25%
75%
125%
175%
225%
275%
325%
The trendy
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Attitude among cola product
Which Brand matches the income below 5,000(Lowest income) (Q5.4.1)
Assume the cola brands are individual persons
coke Yes No Pepsi Yes No EST Yes No Big Yes No RC Yes No
Total NaN 0.01 0.99 NaN NaN 0.03 0.97 NaN NaN 0.11 0.89 NaN NaN 0.26 0.74 NaN NaN 0.42 0.58
Male NaN 0 1 NaN NaN 0.05 0.95 NaN NaN 0.12 0.88 NaN NaN 0.2 0.8 NaN NaN 0.47 0.53
Female NaN 0.03 0.98 NaN NaN 0 1 NaN NaN 0.1 0.9 NaN NaN 0.35 0.65 NaN NaN 0.35 0.65
25%
75%
125%
175%
225%
275%
325%
The income below 5,000
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Attitude among cola product
Which Brand matches the income above 50,000(Highest income) (Q5.4.6)
Assume the cola brands are individual persons
coke Yes No Pepsi Yes No EST Yes No Big Yes No RC Yes No
Total NaN 0.57 0.43 NaN NaN 0.25 0.75 NaN NaN 0.04 0.96 NaN NaN 0.02 0.98 NaN NaN 0.01 0.99
Male NaN 0.6 0.4 NaN NaN 0.22 0.78 NaN NaN 0.03 0.97 NaN NaN 0.02 0.98 NaN NaN 0 1
Female NaN 0.52 0.48 NaN NaN 0.3 0.7 NaN NaN 0.05 0.95 NaN NaN 0.03 0.98 NaN NaN 0.03 0.97
25%
75%
125%
175%
225%
275%
325%
The income above 50,000
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Attitude among cola product
Which Brand has age below 15(Youngest) (Q5.5.1)
Assume the cola brands are individual persons
coke Yes No Pepsi Yes No EST Yes No Big Yes No RC Yes No
Total NaN 0.07 0.93 NaN NaN 0.07 0.93 NaN NaN 0.37 0.63 NaN NaN 0.09 0.91 NaN NaN 0.11 0.89
Male NaN 0.08 0.92 NaN NaN 0.07 0.93 NaN NaN 0.38 0.62 NaN NaN 0.07 0.93 NaN NaN 0.08 0.92
Female NaN 0.05 0.95 NaN NaN 0.08 0.92 NaN NaN 0.35 0.65 NaN NaN 0.12 0.88 NaN NaN 0.15 0.85
25%
75%
125%
175%
225%
275%
Age below 15
35
Attitude among cola product
Which Brand has age between 40-50 (Oldest) (Q5.5.6)
Assume the cola brands are individual persons
coke Yes No Pepsi Yes No EST Yes No Big Yes No RC Yes No
Total NaN 0.25 0.75 NaN NaN 0.12 0.88 NaN NaN 0.01 0.99 NaN NaN 0.13 0.87 NaN NaN 0.11 0.89
Male NaN 0.22 0.78 NaN NaN 0.08 0.92 NaN NaN 0.02 0.98 NaN NaN 0.15 0.85 NaN NaN 0.15 0.85
Female NaN 0.3 0.7 NaN NaN 0.18 0.83 NaN NaN 0 1 NaN NaN 0.1 0.9 NaN NaN 0.05 0.95
25%
75%
125%
175%
225%
275%
325%
Age between 40-50
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Attitude among cola product
Which Brand is male(Q5.6.1)
Assume the cola brands are individual persons
coke Yes No Pepsi Yes No EST Yes No Big Yes No RC Yes No
Total NaN 0.66 0.34 NaN NaN 0.6 0.4 NaN NaN 0.44 0.56 NaN NaN 0.38 0.62 NaN NaN 0.4 0.6
Male NaN 0.77 0.23 NaN NaN 0.6 0.4 NaN NaN 0.55 0.5 NaN NaN 0.45 0.55 NaN NaN 0.47 0.53
Female NaN 0.5 0.5 NaN NaN 0.6 0.4 NaN NaN 0.35 0.65 NaN NaN 0.28 0.73 NaN NaN 0.3 0.7
25%
75%
125%
175%
225%
Male
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Attitude among cola product
Which Brand is female(Q5.6.2)
Assume the cola brands are individual persons
coke Yes No Pepsi Yes No EST Yes No Big Yes No RC Yes No
Total NaN 0.19 0.81 NaN NaN 0.12 0.88 NaN NaN 0.14 0.86 NaN NaN 0.06 0.94 NaN NaN 0.06 0.94
Male NaN 0.08 0.92 NaN NaN 0.13 0.87 NaN NaN 0.12 0.88 NaN NaN 0.03 0.97 NaN NaN 0.03 0.97
Female NaN 0.35 0.65 NaN NaN 0.1 0.9 NaN NaN 0.18 0.83 NaN NaN 0.1 0.9 NaN NaN 0.1 0.9
25%
75%
125%
175%
225%
275%
Female
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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%
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Deciding Factor: Overall
Reputation
Family Influence
Creativity of Advertising
Friend/ social influence
Package
Size
Price
Availability
Flavor
Familarity
Cleanliness
Communication Tools
Brand Ambassador
Sales Promotion
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
17.00%
28.00%
31.00%
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%
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
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Deciding Factor: Most Important
FlavorCleanliness
AvalibilityFamilarity
Reputation
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%6.00%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%T2B80%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%.
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Deciding Factor: Least Important
Family Influence
Brand Ambassador
Friend/ social influence
Sales Promotion
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%28.00%
41.00%
30.00%
35.00%
26.00%
20.00%
30.00%
33.00%
9.00%
7.00%
14.00%
12.00%
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 prod-uct. 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.
B2B20%25%32%37%
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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”
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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?
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Attitude/perception towards 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
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8%
59%
12%
20%
Perception towards Est.
TastyNot tastySo soCompare taste to other brand
not tasty
not fizzy
too sweet
not good
0% 5%10%
15%20%
25%30%
35%
17%3%
16%10%
31%10%
9%
Not tasty
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
0.2
0.4
0.3
0.15
0.15
Compare taste to other brands
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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
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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
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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
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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.
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Attitude/perception towards EST. cola
Assume that respondents own a restaurant, will they serve Est. as their cola drink?
34%
66%
Would you serve Est.?
yes no
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Attitude/perception towards 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%
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34%
66%
Would you serve Est.
yes no
Prefer Coke
Prefer Pepsi
Taste
not popular enough
0% 10% 20% 30% 40% 50%
21%
24%
47%
17%
Reason for "No"
Est. is cheaper
Est. is good
Availability
Thai brand
Newness
0% 10% 20% 30% 40% 50% 60%
12%
24%
29%
9%
53%
Reason for “Yes”
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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.
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How people perceive unique characteristics of EST.
Trendy
Copy pepsi
Thai brand
Sweet taste
Appearance/ Color
Brand / Name
Availability
Cheaper price/ better deal
Advertisement
0% 5% 10% 15% 20% 25% 30%
FemaleMaleTotal
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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
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Brand comparison
clear
chara
cteris
tic
clear
targe
t mark
et
Brand am
bassad
or rep
resen
t bran
d well
Send out e
asy to
decode m
essag
e
Launch
easy
to remem
ber ad
s 0%
20%
40%
60%65%
38% 35%
51% 49%
24%
46% 44%37% 41%
11% 16% 21%12% 10%
Coke Pepsi Est.
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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?
58
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.
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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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Summary & Conclusions
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.
61
Summary & Conclusions
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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Summary & Conclusions
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.
63
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
64
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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Appendixes
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22nd March 2013For Marketing Research II (Aj. Varavuth Chintaradeja)
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