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Thailand's Cola Conflict: Est Vs. Pepsi

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Thailand's Cola Conflict: Est vs. Pepsi

By Shane Danaher and Praj Kiatpongsan

est.jpg

Serm Suk announced plans to spend THB1.5 billion advertising Est. Photos: Praj Kiatpongsan

BANGKOK: -- Nearly two months after the launch of soft drink upstart Est, Thailand’s soda giants are racing neck-and-neck for the country’s carbonated crown

Ramet Rattanakansang enjoys his soda. By the 36-year-old Bangkokian’s own admission, he drinks a bottle a day, and on Tuesday of last week, that bottle happened to hold 12 ounces of Thailand’s latest soft drink upstart—Est.

A syrupy brown cola, Est tastes somewhat like Pepsi, mixed with root beer and tempered with a gargantuan helping of sugar. The soda is scarcely two month old, but so aggressive is its marketing that Est is already being mentioned in the same breath as some of its most intimidating rivals.

“I still prefer Pepsi to Est,” says Ramet, “but I couldn’t find any Pepsi cans so I have to switch to Est for the moment.”

Ramet’s brand dilettantism might represent a qualified victory for Est, but still, it can’t be anything but music to the ears of Serm Suk—the Thai bottling and distribution company that has wagered more than one billion baht in its bid to claim the top spot in Thailand’s soft drink scrum. [more...]

Full story: http://www.coconutsbangkok.com/features/thailands-cola-conflict-est-vs-pepsi/

-- COCONUTS Bangkok 2012-12-27

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I surprisingly find myself liking the taste of EST more then Coke and Pepsi. I think it's because of the root beer.

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But still no word or indications of what happened to all the Pepsi and Pepsi max.

Ok so they broke the contract and Pepsi is not leaving Thailand soooo where is all the Pepsi ?

Not a smart move by Pepsi to leave the shelves empty for a while as many may switch brands

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This is another shameful example of business ethics here, Est is produced by the company that previously had a contract/partnership with PepsiCo, for manufacture and distribution. Obviously that came to an end, and seeing how Est suddenly and aggressively substituted itself everywhere for Pepsi you can guess what went on, they had planned this, developed their own cola secretly and put everything in place for a quick gain after telling Pepsi to hit the road jack. I read somewhere a quote from a 30 year offspring of the family who own it, boasting they aim to become the No 2 cola in Thailand within a year using a 15 million marketing budget. Well, they are now, though Coke sales have soared. But I find Est a cheap imitation and refuse to buy it on principle. Six months from now I'm sure Pepsi will re-enter the market with an even bigger budget and xxxx them up. Biggest loser will be Big Cola.

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But still no word or indications of what happened to all the Pepsi and Pepsi max.

Ok so they broke the contract and Pepsi is not leaving Thailand soooo where is all the Pepsi ?

Not a smart move by Pepsi to leave the shelves empty for a while as many may switch brands

Serm Suk is not only the bottler, but the distributor. Lots of logistics for Pepsi to hammer out.

Pepsi is very aggressive in it's business policies. They have acquired many companies by refusing to supply product if the sale wasn't made. Many US restaurant chains switched to Coke because of this.

Pepsi's business model won't fly in Thailand, where nationalism rules.

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Regardless of all the covert skulduggery which typifies this country, I will not buy EST , partly on principle but mostly on taste.

If I want root beer, then I woud buy root beer and not something that is struggling for an identity.

I also noticed that it appeared on the shelves and in the stalls like a tidal wave but I now see that many stalls are droping it and in my local Tesco where Pepsi and coke are often depleted the stock of EST seems to diminish very slowley. Only time will tell but I think EST will go the way of the Dodo.

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Tried once when I asked for Pepsi and the "Est" bottle landed on the table. Taste like detergent.

"Est" to fight with a brand like Pepsi? Looks like a lose/lose proposition and a winning one for Coca Cola, at least for now.

At the few places where they used to sell Pepsi ... I prefer to drink water.

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Hard to feel sorry for Pepsi IMO. They have used their mega corporation tactics for years to get market share.

Now EST comes onto the market... looking very much like pepsi, using the bottling plants and distribution network built up by pepsi. (tasting different obviously) What would be a clear commercial rip off in many countries.

This is just two big companies slugging it out. Long term I would be putting my money on Pepsi as they can afford to throw more cash around.

As for me I remain unaffected, rarely drinking any carbonated beverage.

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Pepsi is very aggressive in it's business policies. They have acquired many companies by refusing to supply product if the sale wasn't made. Many US restaurant chains switched to Coke because of this.

Pepsi's business model won't fly in Thailand, where nationalism rules.

Which companies? You say many, I would like to hear the name of just one. Sorry mate but you are making this up.

The whole of Asia thinks it's the shits. Japan, Korea (x1000), Vietnam. I think Pepsi do pretty well in those places. Let us revisit this situation in 6 months. There will be no Est.

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But still no word or indications of what happened to all the Pepsi and Pepsi max.

Ok so they broke the contract and Pepsi is not leaving Thailand soooo where is all the Pepsi ?

Not a smart move by Pepsi to leave the shelves empty for a while as many may switch brands

Serm Suk is not only the bottler, but the distributor. Lots of logistics for Pepsi to hammer out.

Pepsi is very aggressive in it's business policies. They have acquired many companies by refusing to supply product if the sale wasn't made. Many US restaurant chains switched to Coke because of this.

Pepsi's business model won't fly in Thailand, where nationalism rules.

Story is that Pepsi will go with Singha for distribution. Bing. Ready made distribution line

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What about Diet Pepsi, Pepsi Light, or (in Thailand) Pepsi Max?

Many of us prefer sugar-free Pepsi, in cans. Some of us cannot consume large amounts of sugar.

Also in the news is a new artificial sweetener to replace NutraSweet in Diet Pepsi, coming on line in early-2013.

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But still no word or indications of what happened to all the Pepsi and Pepsi max.

Ok so they broke the contract and Pepsi is not leaving Thailand soooo where is all the Pepsi ?

Not a smart move by Pepsi to leave the shelves empty for a while as many may switch brands

Serm Suk is not only the bottler, but the distributor. Lots of logistics for Pepsi to hammer out.

Pepsi is very aggressive in it's business policies. They have acquired many companies by refusing to supply product if the sale wasn't made. Many US restaurant chains switched to Coke because of this.

Pepsi's business model won't fly in Thailand, where nationalism rules.

Story is that Pepsi will go with Singha for distribution. Bing. Ready made distribution line

PepsiCo unveils Bt18.4bn plan for Thai investment

The company has appointed a global logistics firm - DHL - as its logistics and warehousing partner for Thailand. It also works with local distribution partners, which will handle production distribution and logistics in the five regions throughout the Kingdom and via the company's 50 distribution points.

http://www.nationmultimedia.com/business/PepsiCo-unveils-Bt18-4bn-plan-for-Thai-investment-30193061.html

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BANGKOK 24 January 2018 05:01
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