ADAMSON UNIVERSITY GRADUATE SCHOOL

GLOBAL MARKETING PLAN

FOR

In Partial Fulfillment of the Requirement for

INTERNATIONAL MARKETING MANAGEMENT

Submitted to:

Dr. Daisy Estrada

Submitted by:

Mary Chienny Anne M. Hocosol

Ma. Luz Ilagan

The Yellow Cab Pizza Co. Story

Yellow Cab Pizza Co. is a pizza restaurant chain based in the Philippines. Founded
in 2001 by Eric Puno, Henry Lee and Albert Tan, Yellow Cab Pizza is owned by Max's
Group, who is also the owner of restaurant chain Max's of Manila. The chain currently
operates 170+ branches in the Philippines and overseas, including branches in Qatar,
United Arab Emirates, China, Vietnam and Oman.
Yellow Cab Pizza Co. opened its first branch in Makati Avenue back in April 2001 with
a simple mission: to share a slice of New York to the Filipino people. Yellow Cab serves
New York-style pizza with premium ingredients and generous toppings. But wait, what is
New York-style pizza anyway? Unlike the pizza you’re used to, New York-style pizza is
crisp and slightly charred in the bottom, dense and chewy in the middle, and slightly gooey
on top. And that’s just the crust. Top it off with a generous serving of the freshest, highest-
quality ingredients, and you get—simply put—great New York-style pizza.
But the New York experience doesn’t just stop with the pizza. Step into one of Yellow
Cab’s 170 branches nationwide and be greeted with an energy and passion that matches
one of the world’s favorite cities. With an open kitchen, exposed pipes, graffiti and
concrete walls, you get a taste of the lifestyle of a true New Yorker. Want a bite of New
York in your home or office? Yellow Cab delivers the good stuff wherever you are in its
iconic yellow Vespa scooters. With ingredients that fit perfectly together, Yellow Cab
Pizza Co. serves products that people from all generations keep coming back to. No
matter what the occasion is, pizza, pasta and other stuff will always be a good idea. 1

1
https://www.yellowcabpizza.com/about/
Product Scope of Yellow Cab
Signature Pizza and Pastas

Chicken Wings
Selected Product to be introduced in the Global Market:
Yellow Cab’s Chicken Barbeque Pizza

 BBQ Chicken Pizza is made of barbeque sauce, mozzarella, romano cheese,

chicken red onion and coriander.
 The product chosen is one of the best seller in its home market – The Philippines
 Unlike any other flavor of pizza with beef as their main ingredient, the product is
50% chicken and 50% vegetables which is healthier compared to any variants of
pizza
 BBQ Chicken Pizza is also cultural sensitive as it could be consumed by the market
who does not eat beef and pork
Global Market: Thailand

Culture
Theravada Buddhism is the main religion in Thailand and remains a strong element in
Thai culture. 94% of the population are believers in Theravada Buddhism, 4.5% are
following Islam and less than 1% are Christian. Thai is the official language which is taught
at school and spoken throughout the country.
Buddhist are generally were vegetarians during Gautama Buddha’s time.
Traditionally, Thai’s do not eat beef because they view these creatures as they are helping
them farm the land just like westerners don’t eat dogs and cats because they view them
as pets.

Geographical
Bangkok is the capital of Thailand and it is also the most populous city in the
country having an estimated total population of 10,350,204.

Demographics
As of April 2019, Thailand have an estimated total population of 69,278,446.
Psychographic Analysis
 Thai people are loyal, easy-going, obedient and sociable.
 Family is central to Thai life, that’s why they love eating out with families, friends
and colleagues
 They love to try new things such as food
 Online purchase is now growing as middle income earners rises

Behavioral Analysis
 Thai’s food preference is spicy and does not eat beef
 Thai likes to spend on experience such as dining out and leisure travel
 Thai consumer is a big fast-food market; fried chicken, hamburgers and pizza are
the top choice of fast-food
 Thai’s are very brand loyal but prefers they also like trying new things that has
value for money
 Likes to celebrate specials occasions
Income
41% of the Thailand’s population belongs to the lower class, followed by middle
class with 45% share combined.

Cultural and Segment Profile of Typical Consumers

Cultural & Ethnic Segment
 Religion: Buddhist, Islams and Christians
 Nationality: Thai Locals
 Reference Groups: Families, friends & colleagues will be the top priority as pizza
is a group meal and best when shared
 Ethnic Segments: All that belongs to the group of Ethic Thai, Chinese, Malay and
Muslims because the product is culturally sensitive and the ingredients are not
restricted in most ethnic group
Geographic Segment
 Will target consumers specifically in Bangkok, Thailand
 Urban area
Demographic Segment
 Age: 10 to 50 years old. Consumers aged 50 years old and above are excluded
because of health issues of the product.
 Gender: Both male and female
 Occupation: Students, young professionals, office workers, businessmen
Psychographic Segment
 Families, group of friends and colleagues who prefers to eat outside their homes
 Customers who are busy and prefers buying online and delivery
Behavioral Segment
 Consumers who likes to eat fast food
 Consumers who spends on fast food for special occasions
 Consumers looking for American food or try new varieties of food
Income Segment
 Middle class, upper middle class to upper class
 10,000 THB (PHP16,300.00) and above earnings per month

Analysis of Competitors
Main Competitors
The Pizza Company
 Number 1 pizza restaurant in Thailand and number 3 in fast food category against
KFC and McDonald’s
 Has 75% market share in pizza restaurant and 14% market share in a fast food
category
 Has 250 branches across Thailand and 40 stores in other parts of Asian region
 Established in 2001 and been in the market for 18 years
Pizza Hut
 94.5% consumer brand awareness in Thailand population
 Number 4 in fast food category after KFC, McDonald’s and The Pizza Company
 Has 18% market share in pizza restaurant and 6% in fast food category
 Has 97 outlets in various formats
Domino’s Pizza
 38% consumer brand awareness in the total population
 5% market share in pizza restaurant category
 Has 20 stores across Thailand
Current Business Operations of Firm in Nearby Markets
Yellow Cab Pizza Co. – Vietnam
 There are 4 branches located in different business districts in Vietnam which is
also closed to the nearby residential area
 Yellow Cab Vietnam is under the development agreement with Blue Star Food
Corp. – a food and beverage company
 The product offerings is still same with the Philippines with a customization
because they offer individual rice meals due to Vietnamese prefers single orders
 Still uses the same marketing strategies such as promos
Global Market – Indonesia

Culture
 Religion in Indonesia is composed of Islam 87.2%, Protestant Christianity 7%, and
Catholic Christianity 2.9%, other 2.9%.
 Bahasa Indonesia is the official language
 Indonesia is hugely a diverse nation, they are a mix of Chinese, European, Indian
and Malay.
 Majority of Indonesian population are Muslims which means they do not eat pork,
however the non-Muslim part are commonly consume boar and pork.
 Indonesians use hands to eat food; spoon and fork is also used but very rare with
knife because they believe that it is a weapon as well.

Geographical
Jakarta, or the Special Capital Region of Jakarta is the capital of Indonesia and
the largest city in the country. As of April 2019, the total estimated population of Jakarta
is 10,638,689.
Demographics
 As of April 2019, Indonesia has an estimated total population of 268,994,106. 42%
of the total population is aged between 25 to 54 years old.

Psychographic
 Indonesians are used to eating while doing other activities such as walking
 Indonesian people are known to socialize. They don’t like to eat alone, and prefer
to wait and invite friends to make the dining atmosphere more fun
 Indonesian like to eat with unbelievable large portions
 Western food is their top choice for home and office delivery
 You have not eaten if you did not eat rice as it is their staple food.

Behavioral
 Indonesians likes to eat fast food simply when they need food, dining out on
weekends and celebrating special occasions
 Indonesian’s prefer to eat spicy foods with different spices.
 Condiments is a must on every meal such as sambal, sauces, chili paste and
cannot eat without hot sauce. Onions and pickles is also their favorites.
 Hygienic, delicious and high quality food are the top factors in choosing fast food
Income
 38% of Indonesians belongs to the lower middle class of the total population.
 The minimum salary on Indonesia is 3.92 million IDR (14,500 PHP) per month

Cultural and Segment Profile of Typical Consumers

Cultural & Ethnic Segment
 Religion: Muslims, Protestants, Christians, Hindus and others
 Nationality & Ethnic Groups: Will target the Indonesian locals that belong to all
ethnic groups
 Reference Groups: Families, friends & colleagues will be the top priority as pizza
is a group meal and best when shared and Indonesians do not like eating alone
Geographic Segment
 Will target consumers in urban area specifically in Jakarta, Indonesia
Demographic Segment
 Age: 10 to 50 years old
 Gender: Both male and female
 Occupation: Students, young professionals, office workers, businessmen
Psychographic Segment
 Families, group of friends and colleagues who likes to eat fast as Indonesians do
not like eating alone
 Consumers who likes to eat in large portions
 People who likes Western food for dining or delivery
Behavioral Segment
 Consumers who likes to eat fast food and spends on special occasions or simply
who needs food
 Who prefers to buy online and delivery
 People who likes Western food
Income Segment
 Middle class, upper middle class to upper class
 4 million IDR (PHP14,700.00) and above earnings per month

Analysis of Competitors
Pizza Hut
 98% brand awareness in Indonesian market
 Has 95% market share
Domino’s Pizza
 91.8% brand awareness in Indonesia market
 2% market share

Current Business Operations of Firm in Nearby Markets

Yellow Cab Singapore
 Max’s Group, Inc. (MGI) is partnered with family owned company Pagh Pte. Ltd.
in building Yellow Cab branches across Singapore
 There is currently one branch of Yellow Cab Pizza in Singapore planning to build
five more branches
 Pizza and beer is mostly promoted in Singapore
Global Market: Kuwait

Culture
 Islam is the official religion in Kuwait, and the majority of the population are Muslim.
77% of the population is following Islam, 17% are Christians and 6% follows other
and unspecified religion.
 Majority of the Kuwait’s population is consist of 68.70% of immigrants.
 Kuwaiti’s are mostly Muslims and they do not eat pork
 Alcohol consumption is forbidden in Kuwait.
 Kuwaiti’s is a big fast-food consumer and because of this 74% percent of the
population is overweight according to World Health Organization.
Demographics
 As of April 2019, Kuwait’s population is now estimated at 4,235,464 where 68.70%
is immigrants.

Psychographic
 Food is always at the top of the menu at family gatherings
 Kuwaiti’s are very sociable, friends meet at restaurants 2 to 3 times a week
 Every family occasion is like Thanksgiving, and the more food you present gives
you a bit more status
 Home and office delivery is very widespread as Kuwaiti’s like convenience

Behavioral
 Hamburgers, pizza and fried chicken are widely consumed by the younger
generation in Kuwait, with reported 92% consumption from the population.
 Western fast food such as McDonalds’, KFC and Burger King is very popular
 Kuwaiti’s love different spices and breads (pita, fatayer, flatbreads, pizza crust, etc)
 Kuwaiti’s is a big fast-food market where 31.40% of the population eat 4 to 6 times
a week
Income Class
 24% of the population earns 663 to 1,300 KWD per month.
 68.70% of Kuwait’s population are immigrants which belongs to middle class that
earns below 1,300 KWD a month
 99,000 families in Kuwait are millionaires

Cultural and Segment Profile of Typical Consumers

Cultural & Ethnic Segment
 Religion: Muslim, Christians and members of other religion
 Nationality & Ethnic Group: Kuwaitis, other Arabs, Asians, African and other
 Reference Groups: Families, friends and colleagues
Geographic Segment
 Will target the whole Kuwait since it is a small country and low number of
population

Demographic Segment

 Age: 10 to 50 years old. Consumers aged 50 years old and above are excluded
because of health issues of the product.
 Gender: Both male and female
 Occupation: Students, young professionals, office workers, businessmen
Psychographic Segment
 Families, group of friends and colleagues who likes to eat out for gatherings,
special occasion or just simply to have dinner
 Customers who are busy and prefers buying online and delivery
Behavioral Segment
 Will target consumers who likes to eat fasts food on a regular basis or occasionally
 Consumers who spends on fast food for special occasions
 Consumers who likes Western food
Income Segment
 Will target all income segment and social classes as the products are affordable

Competition Analysis

SOLO Pizza Napulitana

 Best pizza in Kuwait which is shown by being top 1 patronize

 Win in Italian Cuisine World Summit 2015

The Pizza Hut

 55 branches of pizza hut in Kuwait

 70% consumer in Kuwait patronize pizza hut
 Rank 5 in the pizza products patronize in Kuwait

Target Market Strategy

Product
 Seafood Pizza is composed of shrimp, clams, red onions, cilantro and hickory-
smoked barbeque sauce.
 The product is different from what the competitors offer because of its New York-
style pizza features which is crisp and slightly charred in the bottom, dense and
chewy in the middle and slightly gooey on top.
 Yellow cab is also known for its condiments such as hot sauce and red-chili pepper
flakes which is one of the necessity.
Packaging and Labelling
For dine-in:
 Product will be place in pizza racks and usable metal trays for cheaper cost and
environment friendly materials
For Take-outs:
 Products will be put in a pizza box with Yellow Cab’s label and logos
 Additional condiments will be provided such as hot sauce, chili flakes and ketchup,
with plates and other disposables
For Delivery:
 Products will be put in a pizza box with Yellow Cab’s label and logos and is
packaged thermal bag to preserve the heat to the point if delivery
 Additional condiments will be provided such as hot sauce, chili flakes and ketchup,
with plates and other disposables
Place
 Yellow Cab will be located in the Kuwait City which is the capital city of Kuwait,
where it is near the business districts and a center of business industry
 Many people passes by the area to get to other places
 The business district is also a main target market for delivery for office and
residential area
Pricing
 Product price is not that far from Yellow Cab Philippines as consumer goods in
Kuwait is lower than the home market
 The target market for income segment are those consumer who earn for low
income to high income
Promotion
 Yellow Cab in Kuwait will have a 2 Pizza Friday Promos as it a successful
promotion strategy in the home market
 As well as buy-one-get-one pizza on special occasions such as Mother’s Day,
Graduation and special holiday
 Website should also be translated into Thai

Current Business Operation of the firm in nearby Market

 Middle East already have existing Yellow Cab Pizza especially in Qatar, Saudi
Arabia and UAE. Qatar Yellow Cab Pizza have great sales in industry.
Market Potential
Market Potential – Thailand
In order to determine the market potential, the researchers first identified the
potential customers. The researchers uses the data from the demographic segment such
as age groups, by social class, behavioral segment such as consumption habits and
spending habits of consumers and breaking down the data by multiplying each one by
the population to get the potential market.

The total population of Thailand is 69,278,446. Population size of target market

aged 10 to 50 years old is 60.49% or 41,906,534. Then we add the percentage of lower
middle class up to upper class which is 65% and multiply it by 41,906,534, then multiply
it by consumption habits which is 79% and by spending habits which is 55%. The result
should break down to get the specific potential customers.
 In order to determine the estimated market potential, the formula below is used.

𝑀𝑃 = 1,768,217 𝑥 0.25 𝑥 421.00 𝑥 1 = 186,104,869.25 𝑇𝐻𝐵 𝑜𝑟 302,683,101.19 𝑃𝐻𝑃

Where:
 N: Came from the breakdown of target market from demographics
 MS or Market Share: Assumptions were used to get the market share by dividing
the number of key competitors to 100%
 The Pizza Company 25%
 Pizza Hut 25%
 Domino's Pizza 25%
 Yellow Cab Pizza 25%

 P: Assumption were made by using the average selling price from its home market,
the Philippines and convert it to Thai currency

 Regular Pizza 459.00

 Large Pizza 699.00
 New Yorker Pizza 899.00
Average Price 2,057.00 / 3 = 685.67 PHP or 421 THB
 Q: Assumes an average of 1 person eats orders pizza per year
Market Potential – Indonesia
To get the market potential for Indonesia, the same method were from Thailand
where used.
In order to determine the estimated market potential, the formula below is used.

𝑀𝑃 = 1,507,426 𝑥 0.25 𝑥 186,138 𝐼𝐷𝑅 𝑥 1 = 70,147,297,412 𝐼𝐷𝑅 𝑜𝑟 258,520.450 𝑃𝐻𝑃

Where:
 N: Came from the breakdown of target market from demographics
 MS or Market Share: Assumptions were used to get the market share by dividing
the number of key competitors to 100%
 Pizza Hut 25%
 Domino's Pizza 25%
 Papa Ron’s Pizza 25%
 Yellow Cab Pizza 25%

 P: Assumption were made by using the average selling price from its home market,
the Philippines and convert it to Thai currency

 Regular Pizza 459.00

 Large Pizza 699.00
 New Yorker Pizza 899.00
Average Price 2,057.00 / 3 = 685.67 PHP or 186,138 IDR
 Q: Assumes an average of 1 person eats orders pizza per year
Market Potential – Kuwait
In getting the market potential for Kuwait, we still follow the format used from
Thailand and Indonesia but will not be using the exact criteria as some data are not
available and Kuwait’s population is relatively small. To determine the potential customers
of the product for Kuwait, the researchers only used data from the population, income
class and fast food habits. No data were found as to how many belongs per social class
group.
In order to determine the estimated market potential, the formula below is used.

𝑀𝑃 = 419,2338 𝑥 0.33 𝑥 4𝐾𝑊𝐷 𝑥 1 = 553,452.97 𝐾𝑊𝐷 𝑜𝑟 94,490,141 𝑃𝐻𝑃

Where:

 N: Came from the breakdown of target market from demographics

 MS or Market Share: Assumptions were used to get the market share by dividing
the number of key competitors to 100%
 Pizza Hut 33.33%
 Domino's Pizza 33.33%
 Yellow Cab Pizza 33.33%

 P: Assumption were made by using the average selling price from its home market,
the Philippines and convert it to Thai currency

 Regular Pizza 459.00

 Large Pizza 699.00
 New Yorker Pizza 899.00
Average Price 2,057.00 / 3 = 685.67 PHP or 186,138 IDR
 Q: Assumes an average of 1 person eats orders pizza per year
Identification, Selection and Recommendation Target Market Strategy in Each
Global Market
Target market strategy for each global market will not have a major difference from
each other as their culture and tradition in food are practically the same.
Product
 BBQ Chicken Pizza is composed of chicken, red onions, cilantro and hickory-
smoked barbeque sauce.
 The product is different from what the competitors offer because of its Ney York-
style pizza features which is crisp and slightly charred in the bottom, dense and
chewy in the middle and slightly gooey on top.
 Yellow cab is also known for its condiments such as hot sauce and red-chili pepper
flakes which will become a big hit in Thailand, Indonesia and Kuwait as they prefer
spicy food.

Packaging and Labelling

For dine-in:
 Product will be place in pizza racks and usable metal trays for cheaper cost and
environment friendly materials
 Will also use paper plates, paper cups and disposable fork and spoons just
American style pizza dining
For Take-outs:
 Products will be put in a pizza box with Yellow Cab’s label and logos
 Additional condiments will be provided such as hot sauce, chili flakes and ketchup,
with plates and other disposables
For Delivery:
 Products will be put in a pizza box with Yellow Cab’s label and logos and is
packaged thermal bag to preserve the heat to the point if delivery
 Additional condiments will be provided such as hot sauce, chili flakes and ketchup,
with plates and other disposables
Place
In Thailand
 Yellow Cab will be located in the Bangkok Metropolitan Region, where it is near
the business districts and a center of commerce
In Indonesia
 It will be located in Jakarta which is the capital of Indonesia, a lot of business
establishment is located around the area
In Kuwait
 It will be located in Kuwait City where it is also a center of commerce in the country
 Many people passes by the area to get to other places
 The business district is also a main target market for delivery for office and
residential area

Pricing
In Thailand
 Product price is not that far from Yellow Cab Philippines as consumer goods in
Thailand is lower than the home market
 The target market for income segment are the people earning from 10,000 THB
and above
 A typical Thai consumers spend 300-600 THB or 500 to 970 PHP, which is also
the range of price of products in Yellow Cab Philippines
In Indonesia
 The target market for income segment are the people earning from 14,000,000
THB and above
 A typical Indonesian consumers spend 110,000 IDR or 400+ PHP, which is also
the range of price of products in Yellow Cab Philippines
In Kuwait
 Product price is not that far from Yellow Cab Philippines as consumer goods in
Kuwait is lower than the home market
 The target market for income segment are those consumer who earn for low
income to high income
Promotion
 Yellow Cab Thailand will have a 2 Pizza Friday Promos as it a successful
promotion strategy in the home market
 As well as buy-one-get-one pizza on special occasions such as Mother’s Day,
Graduation and special holiday
 Marketing campaign should be localized into Thai for easier communication
 Website should also be translated into the language of different global markets
Recommended Global Market: Thailand
Based on the research conducted, Thailand have the biggest market potential
compared to Indonesia and Kuwait. The population with high number who likes to eat fast
food is a big factor as Thailand’s one of the go-to fast food product is pizza. Compared to
Indonesia, 55% of Thailand’s population spent 301 THB and above for fast food which
raised the market potential for the country.
Indonesia have more middle income earners but only 28% of the population spent
120,000 IDR on fast food which could also mean that they are not a big fast food
consumer as they mostly prefer local food. Kuwait could also be a good market to enter
because they are a rich country and also a big fast food consumer but we feel like the
Thailand market is very easy to reach as they have a bigger population.
Thai people are adaptable to change and taste in particular since The Pizza Company
have already saturated the market. Yellow Cab Pizza’s products matches market’s taste
buds especially the BBQ Chicken Pizza as it embodies what the Thai is looking for. Thai
consumers love the combination of sweet, salty, sour and spicy taste in their food. BBQ
Chicken Pizza should be the flagship product as it is sweet, salty, and sour and having
its spicy condiments such as hot sauce and chili flakes will surely capture the Thai market.
Thailand’s middle income class is expected to continually grow and 55% of the
population were identified as economically secure. This affluent demographic is leading
the change of the F&B industry and a lot of western and casual dining restaurants are
flourishing in Thailand.

Global Marketing Strategy

 In order for Yellow Cab Pizza to enter the global market, several strategies should
be implemented.
Product Differentiation
 What makes Yellow Cab Pizza different from its main competitor The Pizza
Company is that it is New York-style. Where pizza is crisp and slightly charred in
the bottom, dense and chewy in the middle, and slightly gooey on top. And that’s
just the crust. Top it off with a generous serving of the freshest, highest-quality
ingredients, and you get—simply put—great New York-style pizza.
 The Pizza Company’s is very different its international competitors as its products
are mostly caters to Thai’s taste. Unlike Yellow Cab’s Pizza, The Pizza Company’s
products is mostly composed of 50% pizza crust and 50% toppings.
Yellow Cab Pizza guarantees great products as it uses high quality ingredients as
it follows American standards.
Branding Strategies
Brand Positioning Statement
“Bringing the taste of New York at your table”
Since Yellow Cab Pizza promotes New York style pizza, it should be
incorporated in the brand positioning statement. That thru Yellow Cab the customers will
be able to taste the pizza in New York and also feel like a New Yorker while in the store.
Logo
Yellow Cab Pizza’s logo was inspired by ‘the city that never sleeps’, New York City
and the latter’s famous yellow colored taxicabs in particular. This logo will be used on all
communications channel such as websites, marketing promotional activities, packaging
and labelling, etc. The logo should also have a Thai characters version, all
communications channel should be translated into Thai language.
Pricing Strategies
Cost-Plus Pricing Strategy
Cost-plus pricing strategy should be implemented for Yellow Cab Pizza Thailand because
it’s one of the simplest pricing method which calculates the cost of producing the product
and adds on a percentage (profit) to that price to give the selling price.
One Price Strategy
Yellow Cab Thailand will follow one price strategy in which the same price is
offered to every customer who purchases the product under the same conditions.
Price Bundling
Since Yellow Cab caters bundled meals, price bundling will be adapted as a pricing
strategy. Where we combine several products into a group meal which will then reduce
the price for the consumers. Despite the fact that the items are sold for discounted prices,
it can increase profits because it promotes the purchase of more than one item.
Price bundling could be a hit in Thailand as their spending power in fast food in
higher and they love to eat and share food in groups.

Entry Strategy
Yellow Cab Pizza has been partnering with different entities when entering a new
global market like Blue Star Food Corp in Vietnam and Pagh Pte Ltd. In Singapore.
Partnering is also a widespread marketing entry strategies in Asia. Partnering is a useful
strategy in markets where culture, both business and social, is substantively different than
your own as local partners bring local market knowledge, contacts and customers.

Distribution Channel
Promotional Strategies
In order for Yellow Cab Thailand to enter and penetrate the market, different
marketing strategies will be used in order to increase sales, encourage potential
customers and introduce or create awareness about the product offerings and the
company name as well. Customized communications strategy should be implemented to
avoid miscommunication. All promotional and communications strategies to be
implemented should be localized or written in Thai characters as only little population can
speak English.
Advertising
Advertising is non personal communication transmitted through mass media as
radio, television, print, internet and outdoor media.
Internet Advertising
With the vast pace of technology, reaching your target customers should be easy
online as almost everyone have access to the internet. Social media platforms such as
Facebook, Instagram as well as advertising platforms like AdWords, Search Engine
Optimization, Website banners and many more will be used in online advertising.
Print Ads & Outdoor Media
Traditional advertising strategies such as newspapers, magazine, posters, flyers,
billboards will also use.
Sales Promotion
Yellow Cab Pizza in the Philippines is known for its promotional strategy where
they always have a 2-Pizza Friday promos where you can buy-one-get-one pizza for free.
This strategy should also be implemented in Thailand. 2-Pizza Friday, bundle promos,
unli-pizza and special occasion promos.
References:
W&S Research 2015, “Comparative report on Fast Food study in Thailand, Indonesia and
Vietnam in 2015”
https://yimresearch.com/upload/userfiles/files/Compare%20survey/Comparative%20rep
ort%20on%20Fast%20Food%20Study%20in%20Thailand%2C%20Indonesia%20and%
20Vietnam%20in%202015.pdf
https://theculturetrip.com/asia/thailand/articles/11-things-you-should-know-about-thai-
culture/
https://www.reachtoteachrecruiting.com/guides/thailand/culture-in-thailand/
https://theconversation.com/two-decades-of-economic-growth-benefited-only-the-
richest-20-how-severe-is-inequality-in-indonesia-101138
https://factsofindonesia.com/eating-habits-in-indonesia
https://nusaresearch.com/upload/userfiles/files/Report%20of%20Fast%20Food%20(18t
h%20Feb%202014).pdf