Ichitan - The Unique World of Thai Marketing
Marketing in Thailand is a unique world, but there’s so much going on. How did Ichitan stand out from the clutter and maintain a strong market share?
At a glance
Revenue of Goods Sold
US$ 235.2 million
(FY 2023)
Advertising and Sales Promotions Expense
US$ 10.3 million
(FY 2023)
Year Founded
2010
Industry
Beverage
Abstract
Ichitan, a leading Thai beverage company, has distinguished itself in the competitive non-alcoholic beverage market through innovative marketing strategies, particularly emotional branding. Leveraging cultural nuances, Ichitan created impactful advertising campaigns and promotions that resonate deeply with consumers.
This case study explores Ichitan’s ability to adapt to market challenges, such as declining sales of ready-to-drink teas during the pandemic, by diversifying its product portfolio and emphasizing health-conscious options. Post-pandemic, the company continues to capitalize on shifting consumer preferences through cost-effective campaigns and strategic partnerships, ensuring its market leadership. By examining Ichitan’s marketing evolution, the case offers insights into the dynamic interplay between cultural, emotional, and digital marketing in Thailand's beverage industry. It also encourages the analysis of Ichitan's strategies and considers future steps to sustain its competitive edge in a rapidly changing marketplace.
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(1) Regarding Case Study Content: This case study is based mainly on secondary data and analysis of publicly available information unless otherwise stated, and is intended solely for educational purposes. Any opinions expressed by the author(s) are designed to facilitate learning discussion and do not serve to illustrate the effectiveness of the company. Additionally, banner images and logos used in the case study are intended for visualization in an educational setting and it is not used to represent or brand the company. For any dispute regarding the content and usage of images and logos, please contact the team.
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