Sales promotion tactics during a recession :a case study of Pepsico Thailand | |
| Author | Panthila Visavayothanan |
| Call Number | AIT RSPR no.SM-00-107 |
| Subject(s) | Sales promotion--Thailand Recessions--Thailand |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business and Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-00-107 |
| Abstract | This research examines the factor influence on the changing of customer behavior in recession. It focuses on Cola in a case of Pepsi-Cola (Thai) Trading Co., Ltd. In soft drink business, Pepsi-Cola and Coca-Cola are high competition and strong stiff on sales promotion. Tactics on sales promotion is impmiant major for purchasing decision-maker and increasing market share. Respondents perceive and accept activities of sales promotion to recognize brand name while price reduction is not quite intensive on them. It probably soft drink is elasticity product that definite one product increase the price, customers are going to brand switching behavior. However price-off appropriates to use increase market share in peak-season. The consumer survey found that respondent in Bangkok and Patumthanee province focus the product quality and accept the product under criteria on activities of sales promotion. At most teenage groups are large target group of Cola, which concenh·ates on sport activities and music conce1i. Overall recommendation to conduct activities of sales promotion, company has close relationship with customers. Thus sales persons will support the company to acknowledge problem, customer-acquisition, feed back including rival's activities through improvement product and service to increase market share |
| Year | 2000 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-00-107 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Johri, Lalit M.; |
| Examination Committee(s) | Paul, Himangshu;Truong Quang; |
| Scholarship Donor(s) | Asian Institute of Technology; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2000 |