Marketing Strategies of ChaBaidao in Thailand Based on the 4Ps Theory

Abstract

As stock competition intensifies within China’s new-style tea beverage industry, overseas expansion has become a vital path for brands to break through growth bottlenecks. Thailand stands as a core Southeast Asian market for Chinese tea beverage brands to establish their presence. In order to analyze the marketing strategies, localization advantages, existing deficiencies and operational bottlenecks of Cha Baidao in the Thai market, and propose corresponding countermeasures and optimization suggestions for its local development, this study selected Cha Baidao’s overseas business in Thailand as the research subject and conducted quantitative research based on the 4Ps Marketing Mix Theory. Questionnaires were distributed to consumers across multiple Thai cities, yielding 238 valid responses. Four research hypotheses were verified through multiple linear regression analysis. The results indicate that localized products, differentiated pricing, localized promotion, and omni-channel layout all exert a significant positive impact on Cha Baidao’s operational performance in Thailand, with product strategy serving as the brand’s core competitive advantage. Its tiered pricing aligns with local purchasing power, yet there remains room for improvement in scenic spot pricing and long-term preferential mechanisms. This study broadens the application scope of the 4Ps Theory in cross-border catering, the strengths and weaknesses of Cha Baidao’s localized marketing, and offers practical references for domestic new-style tea beverage brands seeking to enter Thailand and other Southeast Asian markets.

Keywords: Cha Baidao, 4Ps theory, localized marketing Thailand