Name: Rachalita Sirithanakulanant

Student ID: 2211030004 Week2 Discussion

Coca-Cola (Thailand) Company Limited is a manufacturer and distributor of non-alcoholic beverages.

Which products will consist of, Coke No Sugar, Coke Light, Coke Plus Coffee Fanta, Sprite, Schweppes, A&W
Root Beer, Minute Maid Splash orange juice, Minute Maid Pulpy, Minute Maid Vita Kids, Minute Maid Orange
Fiber, Minute Maid Honey Lemon, and Namthip Drinking Water. Coca-Cola or Coke was first released in Thailand
on March 29, 1949. It is a carbonated drink that is sold in stores, convenience store, restaurants, and vending
machines.

Competitive Profile Matrix

Score Rating
1 mean Major Weakness
2 mean Minor Weakness
3 mean Minor Strength
4 mean Major Strength
Critical Success Factor of Competitive Profile Matrix
1. Product Range (score rating is 2)
For the brand range, Coke doesn't have many new flavors released, but Coke will release product
designs based on various campaigns that the company releases.
Name: Rachalita Sirithanakulanant
Student ID: 2211030004 Week2 Discussion
2. Distribution Channel (score rating is 4)
The distribution channels for all three brands will have the same distribution channels, whether they are
general stores. convenience store mall, but there will be different distribution channels. sales in restaurants
3. Advertising (score rating is 4)
There are the main advertising channels as follows.
1. Newspaper It is a medium that Coke has used in advertising for many decades. The newspaper was
the first medium for Coke to advertise.
2. Internet Platform form is a widely used platform. Coke will launch campaigns and add ads to apps
such as Facebook, TikTok, and Instagram to get people to see the campaign and be interested in coke products.
4. Brand Image (score rating is 4)
Brand Image is quite important to Coke for selling their products. Because the image will be one of the
factors that consumers decide to buy the products. Coke creates a brand Image with the word “happiness”. Coke
is also a refreshing product for consumers. So that when they drink, they will be happy. Lastly, Coca-Cola tries to
market its products as Coca-Cola was created to make consumers feel that if they buy Coca-Cola, they will feel
happy.
5. Customer Loyalty (score rating is 3)
Coke quite has a high brand loyalty. Because Coke's customers are addicted to the taste of Coke and turn to
buy the product again. Coke and its competitors will have different flavors of the drink. even though the drinks are
of the same type. The fact that Coke has many loyalty brands. As a result, Coke has more sales revenue than its
competitors. However, Coke has been continuously releasing promotions. to retain old customers and find new
customers.
6. Market Share (score rating is 4)
Data from Positioning website shows market share data in 2019. Coke's market share in the soft drink market
in Thailand is No. 1 at 35.7% and has grown by 12.9% in the past year. Each company has launched a campaign
to compete and compete for market share, but Coke is still ranked. "Coke" still confident in the strategy of playing
in an emotional way. Reuse Old Campaigns But this year has focused on digital. There are up to four hundred
designs of songs on Coke products.
Name: Rachalita Sirithanakulanant
Student ID: 2211030004 Week2 Discussion
7. Price Competitiveness (score rating is 3)
For the price of Coke will have products starting at 180 ml size, priced at 12 baht and 325 ml. with the priced
at 16 baht. When compared to competitor brands. Pepsi will have a product size starting at 325 ml. with the price
equal to the price of Coke, while Big cola starts at a size of 322 ml. Price is 10 baht. As for the price, Big Cola will
have an advantage in terms of price. because it has a cheaper price
Strategic Plan to Improve the Competitive Advantage
1. Product Range
In part of the soft drinks, Coke has less flavor than Pepsi. Pepsi will have a new lemon flavor and is the only
company that does it. Coke should come out with new flavors that are unique to other companies, and to attract
customers from other companies. Due to the consumption of consumer products is all based on emotional and
emotional decisions. Because it is a product that is not intended for survival. Another thing is that Coke may
release a new volume product design.

References
 Just a moment. . . (n.d.). https://www.prachachat.net/marketing/news-352980
 Brand Image Of Coca Cola - 949 Words | Bartleby. (n.d.). https://www.bartleby.com/essay/Brand-Image-
Of-Coca-Cola-PK3Q83TG5ZQ
 Team, G. (2021, April 23). คูป่ รับระดับโลก ศึกที่ยาวนาน ระหว่าง Coca-Cola และ pepsi bualuang knowledge
 S., By, -, & Siriluck, A. (2020, March 26). ซ่ารับเศรษฐกิจซบ เปิ ดศึกน้ำดำ "โค้ ก-เป๊ ปซี่-เอส" งัดหมัดเด็ดชิงตลาด
หน้ าร้ อน. Positioning Magazine. Retrieved December 1, 2022, from https://positioningmag.com/1270186 

 Wikimedia Foundation. (2022, November 18). โคคา-โคล่า. Wikipedia. Retrieved December 1, 2022,from

https://th.wikipedia.org/wiki/
 Hughes, A. (2021, October 18). Coca Cola vs. Pepsi explained: The differences between them.
VinePair. Retrieved December 1, 2022, from https://vinepair.com/articles/coca-cola-vs-pepsi-explained/ 
 CoSchedule. (2022, November 2). Pepsi marketing strategy: Refresh your marketing with these 4 tips.
CoSchedule Blog. Retrieved December 1, 2022, from
Name: Rachalita Sirithanakulanant
Student ID: 2211030004 Week2 Discussion
https://coschedule.com/marketing-strategy/marketing-strategy-examples/pepsi-marketing-
strategy#pepsi-marketing-mix