Marketing Communication of a Brand Challenger in the Bakery Industry and Its Impact on Consumer Perception and Behavior in Bangkok : A Case Study of Le Pan

Abstract

This research article aimed to 1) study the marketing communication of the Le Pan brand as a brand challenger, and 2) examine the relationship between the marketing mix strategies of the brand challenger and their impact on consumers' perceptions and purchasing behavior towards Le Pan products. The research was divided into two parts. The first part focused on studying the marketing communication of Le Pan products as a brand challenger through qualitative research, using in-depth structured interviews with five individuals holding positions in marketing and promotional departments. The second part investigated the relationship between the marketing mix strategies of the brand challenger and their effects on consumers' perceptions and purchasing behavior of Le Pan products through quantitative research. Data were collected from 400 consumers at 20 7-Eleven stores in Bangkok using a survey. The sampling process involved three stages: multi-stage random sampling, simple random sampling, and convenience sampling. The data were analyzed using statistical methods, including percentage, frequency, mean, standard deviation, and hypothesis testing, with Chi-Square, T-Test, and F-Test employed to test variable relationships.

The research findings revealed that the marketing communication strategy for Le Pan as a brand challenger involved a targeted strategy, utilizing the 4C’s: Customer, Cost, Convenience, and Communication. When integrated with a flanking attack strategy, this approach gave Le Pan a competitive edge over market leaders, leading to significant success, particularly through the distribution channel (Convenience). Additionally, the research on consumer perception and behavior found that the relationship between the brand challenger’s marketing communication for Le Pan products and consumer perceptions was effectively conveyed through the 4C’s. All communication tools were used efficiently, leading to successful marketing communication, particularly through social media, which effectively targeted the company's intended youth demographic, reflecting clear consumer responsiveness.