ThaiBev: Smart Promotion

In an increasingly competitive marketplace, businesses need to take advantage of anything that can boost sale targets and differentiate themselves from competitors. Smart promotion is designed to do just that by generating promotion plans tailored for each individual consumer rather than umbrella promotion plans. With target markets varying widely and dependent on factors such as location, income level, etc., businesses are realizing that a one-size-fits-all approach is rarely the best option. In collaboration with ThaiBev, researchers from CMKL University, Oishi Group, and Carnegie Mellon University are using data analytics to recognize what appeals most to consumers and capitalizing on it. Whether it’s discounted prices or buy-one-get-one-free deals, better understanding on consumers interests is a necessity in the increasingly competitive global marketplace.

Researcher
Yurun Tian
Student
CMKL University
Xiaomeng Li
Student
CMKL University
Mansi Sood
Student
Carnegie Mellon University
Arindam Ghosh
Student
Carnegie Mellon University
Angel Hernandez
Athiyut Ratchatajaroenchaikul
Research Assistant
CMKL University
Advisor
Osman Yağan
Orathai Sangpetch
Assistant Professor
CMKL University
Akkarit Sangpetch
Assistant Professor
CMKL University
Teerapan Luengnaruemitchai
Thai Beverage Public Company Limited
Niramon Wangpanawong
Nuntakrit Vattanaliangjai
Dollaporn Juepet
Juthamas Chaiprem
Thai Beverage Public Company Limited