The 8Ps Marketing Mix Strategy and TOWS Matrix Strategy of the Cha Punpee Tea's Brand

Abstract This research is a qualitative study aimed at analyzing the 8Ps marketing mix strategy and TOWS Matrix strategy of the Cha Punpee tea brand business to create a competitive advantage and meet the needs of the target group in the tea business. Data were collected through in-depth interviews with the owner of the Cha Punpee tea brand (Mr.Nuttapong Maneekorn) and gathered from documents, textbooks, and research papers. The data were analyzed using the 8Ps marketing mix strategy, TOWS Matrix, and BCG Matrix. The results showed that the analysis of the 8Ps marketing mix strategy combined with the TOWS Matrix strategy identified key strengths of the Cha Punpee tea brand, including 1) Product Strategy, where Cha Punpee tea brand offers a variety of products with meticulous production processes, and 2) Promotion Strategy, where Cha Punpee tea brand employs three types of marketing promotion: Integrated Marketing Communication, Word-of-Mouth Marketing, and Informal Sales Promotion. However, the brand still lacks diverse distribution channels. The analysis of the BCG Matrix reveals that Pan Pee Tea is classified as a Question Mark. As a new brand, Pan Pee Tea lacks a broad customer base, with most of its customers being loyal, repeat buyers. Consequently, its sales volume is not very high. Additionally, the investment in production and sales is minimal, with the owner managing all processes from the start to the end independently.