What marketing policy would work in Thailand but not in India?
Fred Mouawad: That is a difficult question because we look at marketing from a local point of view, so when we conceive a promotion we focus on local customer preferences and the historical performance in the market. Having said that, some marketing initiatives do respond better in some markets compared to others. In India for example consumers are more price sensitive, and respond better to low price promotions. Comparatively in Thailand consumers are less price-sensitive and they value promotions providing more for the same price. As a specific example in Thailand Coffee World does very well selling its 22 oz cold beverages, the largest of three sizes on offer, and when we offer an upsize on a new beverage introduction is works well. In India the highest seller is the 12 oz drink, and we have sold very few 22 oz drinks. Indian consumers are not used to up-sizing yet, as they are not willing to spend more to get a larger quantity. FoodPacific: You have great looking stores, with an al
