Est climbs high in cola war two months after launch

Published: 26 Jan 2013 at 00.00
Newspaper section: Business

Sermsuk Plc, the maker of "est", claims it ranks second in the country's cola segment only two months after its launch.

Sales of est passed 10 million cases worth 2 billion baht early this month to give it a 19% market share, said Sermsuk president Dhitivute Bulsook.

Sales and marketing director Parinya Permpanich said sales of est had been far beyond its expectations, setting a record of one million cases in just five days and reaching a value surpassing 1 billion baht in just six weeks.

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bluebottle
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Discussion 4 : 27 Jan 2013 at 11.234
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And what when his promotion ends and a realistic price is asked for the product.Dose he honestly think he can take on the big boys.I wish him luck all the same.
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boons
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Discussion 3 : 27 Jan 2013 at 03.523
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Sugar water that causes weight-gain is probably not the product to push on Thai people as the obesity epidemic sweeps the nation.

If he were offering diet drinks (something Coca-Cola has yet to embrace in Thailand other than their 2 signature diet drinks) he might have a fighting chance at success.

But the numbers thus far are the result of a completely unsustainable marketing blitz -- and of course, the bigger problem is that the numbers come from Sermsuk, which makes the data highly questionable.
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DonAleman
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Discussion 2 : 26 Jan 2013 at 17.382
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I think newness of product, lowered sales price, business friends loyalty,
account for a large part of this claimed "success". A second taste, at regular retail price,
will teel the whole story.I tasted it and, though not bad, neither was it exciting.
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banmebkk
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Discussion 1 : 26 Jan 2013 at 16.441
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Sermsuk has built up a distribution channel and strategy over 5 decades that no one can follow or do easily.
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Est climbs high in cola war two months after launch | Bangkok Post: business