At Swire Coca-Cola, "customer focus and execution excellence" is one of our management philosophies. Coca-Cola ThaiNamthip puts customers at the heart of its commercial operations and is committed to expanding its focus on market execution to drive sustainable growth for customers across all channels. In the Thailand market, Coca-Cola ThaiNamthip serves more than 495,000 customers and retail outlets across 63 provinces. Its customers span various business types, from modern trade to traditional and small retailers, and includes hotels, restaurants, and catering businesses.
A significant portion of Coca-Cola ThaiNamthip's customer base belongs to the traditional trade segment, which includes provision shops and food shops. The company takes pride in acting as a trusted partner to these customers by sharing market expertise, offering commercial insights, and providing business advice to help these outlets thrive. Whether it involves shelf organisation, promotional planning, or sales support, Coca-Cola ThaiNamthip’s partnership aims to empower customers with practical solutions that drive mutual growth.
As part of its mission to enhance execution, Coca-Cola ThaiNamthip has introduced the Go100 project, a strategic initiative designed to ensure that every outlet achieves excellent execution. The Go100 framework establishes clear criteria for scoring outlet performance, with the ultimate goal of achieving a perfect score of 100. The scoring focuses on key aspects, such as:
- Product availability, ensuring key SKUs meet target levels
- Product display in coolers or racks
- Special product floor displays
- Brand visibility within the store
Go100 provides clear guidelines for our sales force to ensure that customer outlets maintain Coca-Cola ThaiNamthip's standards for product arrangement. It not only enhances the shopping experience but also supports increased sales for our partners.
To foster engagement and celebrate excellence within its sales force, Coca-Cola ThaiNamthip organises an annual Execution Challenge. This event provides an opportunity for sales teams from different regions to showcase their Go100 execution results. The company's leadership teams visit various market regions – including Bangkok, the Northeast (upper and lower), West, East, North of Thailand – to evaluate outlets based on the Go100 criteria. Scores are aggregated to determine the most outstanding sales teams who are then recognised and awarded for their exceptional performance.
The Execution Challenge not only highlights outstanding performance but also instills a sense of ownership among Coca-Cola ThaiNamthip’s sales teams, fostering teamwork and collaboration. It reinforces the shared success of both the company’s customers and its business in driving mutual growth.
These efforts reflect Coca-Cola ThaiNamthip’s unwavering commitment to building strong partnerships with its customers and supporting its teams in delivering value. The company will continue to deliver world-class brands, refreshing Thailand and making a difference. Coca-Cola ThaiNamthip remains dedicated to driving the growth of its business partners and empowering local entrepreneurs and traditional trade operators to succeed.
