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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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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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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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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 23 July 2017 21:51
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