Thailand Functional Drink Brand Growth StrategyA brand strategy and equity framework to strengthen category leadership and guide product-line expansion

Client: Joint venture between Japanese and Thai food company

Product: Functional drink in Thailand  

Objective

Redefine the brand strategy to respond to growing local competition and support planned product-line expansion.

Solution

• Facilitation of a cross-functional workshop with R&D, marketing, product development, and sales teams to uncover Thai consumer insights on functional drinks.

• Evaluation of brand concepts among target consumer segments.

• Development of a brand value proposition and equity framework aligned with the mid-term product portfolio strategy

Results

The brand retained its No. 1 category position and continued to grow through product-line extensions, expanding its distribution reach.