Sodong

Executive Summary

Based on the competition topic, we have set the following objectives:

- Communicating to consumers that soda is not just a mixer but "a drink choice for every occasion."

- Adding value to the product through packaging that offers new experiences to consumers.

- Expanding the customer base through Green Marketing.

These objectives are summarized into three strategies, aimed at promoting the goals of Reuse-Reduce-Recycle as follows:

1. **So Zero (0 Kcal & 0 Waste)**

Consumers are increasingly concerned about environmental issues. A survey revealed that 74% of eco-conscious Thai consumers choose environmentally friendly products. This trend is also affected by the growing interest in health, as more people are choosing drinks with less sugar.

So Zero reflects the brand’s stance as both eco-friendly and health-conscious. The packaging prominently displays a 0 Kcal symbol and "How to Dispose" instructions that guide consumers on proper waste sorting and recycling. Additionally, the bottles include milliliter markings, encouraging consumers to reuse them for refilling products at refill stations or for measuring purposes.

**Impact**: The number of health-conscious consumers increased by 15%, and eco-conscious consumers by 30%, who now prefer Sodong drinks.

2. **So Fun Land**

Currently, Gen Z and Gen Y are driving the "Experience Economy," where spending is exchanged for unique experiences, a trend expected to grow continuously over the next 10 years.

So Fun Land enhances consumer experiences through board games on the packaging. One special collection, Sodong X Thep Leela, features the popular "Forbidden Words" game from the Thep Leela channel, which has over 1 million followers, along with various marketing plans to boost sales.

**Impact**: The product value increased as a result of the experience provided through the packaging. Consumers willing to pay for better experiences increased by 20%, and fan-based consumers increased by 30%.

3. **So Friends**

So Friends is a loyalty program designed to maintain customer relationships and encourage repeat purchases. Consumers can accumulate points to redeem gifts and discounts from partners by simply scanning the QR code under the cap via Line Official.

**Impact**: The number of loyalty customers increased by 30%.

Marketing and Brand Performance Measurement

1.**ROI (Return on Investment)**

This refers to the profit we gain from the total investment costs, which must include all actual costs such as advertising and labor. ROI also takes into account other value factors beyond just advertising.

It is expected that the ROI will increase by approximately 60% from its previous value.

2. **Conversion Rate**

This measures the performance of each platform in terms of the quality of users who convert into orders.

Previously, the Conversion Rate grew by around 1.5% per quarter. After implementing the strategic plan, the Conversion Rate is expected to increase by 25% each quarter.