A Study on POP MART’s Sales Strategy in Thailand Based on the 4Ps Theory

Abstract

As Chinese trendy toy brands accelerate their internationalization process, how to enhance their influence in overseas markets through effective marketing strategies has become a pressing issue. This study aimed to examine how product strategy, pricing strategy, place strategy, and promotion strategy influence POP MART’s market influence in Thailand.
This study, based on the 4Ps marketing theory, took POP MART’s Thai market as its research subject. Using a quantitative research method, data were collected from Thai consumers aged 18-35 through a questionnaire survey, yielding 371 valid samples.
The results show that product, price, place, and promotion strategies all have a significant positive impact on POP MART’s Thai market. Based on these findings, several managerial implications are derived from the perspective of the 4Ps marketing strategy. Product strategy should continue to focus on original design and strong IP characters, while also adding suitable Thai cultural elements to increase product appeal. Pricing strategy should remain stable and reasonable, with different price levels or limited editions to meet the needs of different consumers. Place strategy should strengthen the connection between online and offline channels to improve purchasing convenience and brand visibility. Promotion strategy should remain a key focus by making greater use of social media, local influencers, and interest-based communities to improve brand awareness and strengthen POP MART’s international image in the Thai market.

Keywords: 4Ps marketing theory, Thai Market, POP MART, trendy toy