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Pharmaceutical Industries Co., Ltd. launching sport drink named "Sponsor". After a while, Osotspa Co., Ltd engaged in a competition introducing "M-Sport". The world number one Gatorade entered Thai market 10 years ago. Gatorade was not successful in Thai market and is now threatened by the fierce competition among the existing players and the newcomers. In Thailand, Gatorade is still small and has about 80% recognizing the brand with only 27% ever tried due to low number of distribution channels, small marketing activities, and higher price than key competitors. Despite heavy push/pull activities, Gatorade itself grows gradually each year...
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