Despite the challenging economic environment and rapidly shifting consumer behaviour, Suntory PepsiCo Beverage (Thailand) Co., Ltd., a leading beverage company, has reaffirmed its vision to becoming ‘The Most Beloved Beverage Company in Thailand with True Gemba Centricity.’ The company’s strength lies in its ability to blend Japanese approaches with a deep understanding of Thai market, guided by two core philosophies Gemba and Seikatsusha which turn real-world insights into meaningful action.
Gemba is a Japanese term meaning ‘the actual place,’ encapsulates Suntory PepsiCo Thailand’s belief that genuine understanding begins in the field, not in the boardroom.
‘We visit our sites to observe real situations where our products are made, sold, and consumed to truly understand business, listen directly to all our stakeholders, gain insights, and turn them into meaningful actions,’ said Tanuj Chadha, Chief Executive Officer of Suntory PepsiCo Beverage (Thailand).
Yosayut Sahawatcharin, Senior Vice President of People and Culture and Corporate Affairs at Suntory PepsiCo Beverage (Thailand), emphasized that the Gemba mindset is not only limited to sales or operations, but also deeply connected to how the company cares for and develops its people.
‘This principle is embedded across our entire organization from manufacturing to consumer engagement because every insight from the field ultimately starts and ends with our people,’ said Yosayut. ‘At Suntory PepsiCo Thailand, we see Gemba as an extension of our People-First approach. By going to the real place, meeting customers, and understanding their challenges firsthand, our teams build empathy, agility, and a stronger sense of purpose.’
In October, the leadership team visited a neighborhood store in the Port Authority of Thailand Welfare Residential Building and local restaurants along Kluaynamthai Road in Bangkok. These visits help executives experience market realities firsthand.
At the store, the company supported retail partner with practical solutions from providing branded racks, coolers, and sunshades to enhancing store visibility. These efforts help strengthen brand awareness among end consumers, Anand Mohan Sharma, Senior Vice President of Commercial at Suntory PepsiCo Beverage (Thailand) said.
‘We believe in mutual growth with Win with Customers strategy. When our customers’ stores thrive, our brands thrive,’ Mr. Anand added.
Mr. Anand also noted that Thailand is facing a challenging economy and a slowdown in consumer purchasing power. Amid these economic conditions, cost management has emerged as a critical concern for retailers. Feedback from stores has highlighted rising energy costs, particularly related to the beverage coolers.
To tackle this issue, the company has consistently gathered feedback and developed solutions. One initiative has been the introduction of an energy-saving beverage cooler, which has already been installed in stores.
‘Gemba has become part of our company culture where everyone, from employees to executives, goes to the real place, observe, discuss, understand customer needs, and continuously seeks better business solutions. The Gemba approach not only enhances the company’s ability to observe real situations at the actual sites across the supply chain but also strengthens its understanding of customers through the Seikatsusha approach,’ Mr. Tanuj added.
According to the Suntory Group in Japan, the Seikatsusha philosophy reflects Suntory’s belief in viewing people not merely as consumers, but as individuals with their own unique perspectives, emotions and aspirations. The company aims to connect with people on a deeper level beyond consumption by truly understanding their lifestyles, needs and the factors that influence them, such as economic and social conditions. Once this understanding is achieved, the company strives to offer products that are better suited to their way of life.
One example is the company’s observation with Seikatsusha approach that many Thais enjoy mixing coffee with fruit juice. From this insight, the company learned that consumers are looking for caffeine with a more refreshing taste, which inspired the creation of Boss Coffee Yuzu Black, Mr. Tanuj noted.
Mr. Yutana Jitcharoongphorn, Senior Vice President of Marketing at Suntory PepsiCo Beverage (Thailand), added that the Gemba and Seikatsusha approaches help us gain a deeper understanding of what consumers and customers are experiencing.
‘In response to the softened economy, we have introduced affordable packs to support both consumers and customers. Even one baht can make a difference,’ he explained.
Consumers across different outlets can purchase products at varying price points, reflecting the diverse demands and behaviours in each retail channel. We offer a diverse range of product sizes to deliver the right choice, value, and experience whether for individual enjoyment or for families who prefer larger packs to share.
‘To cater to diverse consumer needs, we offer a broad product portfolio that includes Pepsi, Sting, TEA+, Boss, Mirinda, 7Up, Gatorade, Lipton, and Aquafina,’ Mr. Yutana added.
Recently, the company also launched ‘Pepsi Mitrchuankin,’ a digital platform that curates restaurant recommendations, menus, and user reviews, elevating dining experiences and inspiring consumers to enjoy meal pairings with Pepsi.
Mr. Yosayut added that the People and Culture function plays an active role in these market visits joining leaders and frontline teams to observe how business realities translate into people experiences.
‘Visiting Gemba allows us to see beyond the data. It helps us understand the human side of business what motivates our people, what challenges they face, and how we can better support them,’ Yosayut concluded.
With a corporate culture rooted in the Gemba approach, which emphasizes observing, listening, and learning from real on-site feedback across the supply chain to drive fast, practical solutions, combined with the Seikatsusha philosophy, which focuses on understanding consumers’ lifestyles and needs, Suntory PepsiCo Thailand strongly believes these will help us to become the most beloved beverage company in Thailand, Mr. Chadha concluded.