CP All Marketing Mix

CP All's 7-Eleven stores are increasingly catering to evolving consumer lifestyles by stocking a wider array of health, beauty, and personal care products. This includes dedicated sections for detox drinks, beauty serums, and other healthy lifestyle items, reflecting a growing market demand.

The company is strategically expanding its beauty offerings with conveniently packaged cosmetics and a broad range of personal care essentials. This move aims to position 7-Eleven as a comprehensive destination for everyday needs, simplifying the shopping experience for customers.

In 2024, the health and beauty market in Thailand continued its upward trajectory, with projections indicating robust growth driven by increased consumer spending on wellness and personal grooming. CP All's investment in this segment aligns with these positive market trends, aiming to capture a significant share of this expanding sector.

CP All's product strategy centers on convenience and variety, with food and beverages forming the core, accounting for 76.0% of sales in 2024. They continuously refresh their offerings, especially in ready-to-eat meals and snacks, to meet the fast-paced lifestyles of Thai consumers.

Beyond consumables, CP All is expanding its health, beauty, and personal care lines, recognizing the growing market demand for wellness products. This diversification aims to solidify 7-Eleven as a comprehensive daily needs destination.

The company's wholesale arm, Makro, serves over 2.7 million members as of early 2024, providing a broad selection of goods to businesses and strengthening CP All's B2B presence.

CP All actively drives innovation, exemplified by the '7 Innovation Awards 2024,' supporting SMEs and startups in health and sustainability to enhance its product portfolio and competitive edge.

CP All is strategically extending its 7-Eleven brand beyond Thailand, a key component of its international expansion efforts. By the close of 2024, the company is projected to operate 112 stores in Cambodia and has already established 10 stores in Lao PDR, showcasing a deliberate push into new regional markets.

CP All's 'Place' strategy centers on an expansive and accessible retail footprint, complemented by a robust digital presence. The company's 7-Eleven stores are strategically located across Thailand, ensuring widespread convenience. This physical network is further enhanced by an integrated online-to-offline (O2O) approach, exemplified by the 7App, which connects customers to delivery and e-commerce services.

Makro, CP All's wholesale arm, reinforces its market position through a significant physical presence, operating over 152 branches nationwide as of 2024. This is augmented by its leading B2B e-commerce platform, Makro PRO, which captured a substantial 39.5% market share in Thailand's grocery e-commerce sector in 2024, demonstrating a successful blend of brick-and-mortar and digital accessibility.

CP All is actively expanding its reach internationally, with a growing number of 7-Eleven stores in markets like Cambodia and Lao PDR. This global expansion, alongside domestic growth, highlights a commitment to making its brands and services readily available to a diverse customer base across various geographies.

CP All effectively employs content marketing to foster deeper brand connections, evidenced by their Silver Award for Excellence in Content Marketing at the 2024 Marketing Excellence Awards for their advertisement 'Cherd Choo Jid Winyan Kwam Pen Kru'. This recognition underscores their dedication to crafting resonant, value-driven narratives that go beyond mere product promotion.

Through strategic storytelling, CP All communicates its core brand values and purpose, creating emotional resonance with consumers. This approach allows them to build a loyal community by sharing authentic stories that reflect their commitment to societal well-being and customer empowerment, thereby differentiating themselves in a competitive market.

CP All's promotional efforts are deeply integrated, utilizing loyalty programs and digital engagement to foster strong customer relationships. Their success in mobile marketing and integrated online-offline campaigns, like those supporting new ready-to-eat meals in 2024, directly contributes to sales growth, with 7-Eleven Thailand seeing a 7.5% year-on-year sales increase in Q1 2025. The company also excels in content marketing, creating emotional connections through storytelling, as recognized by their 2024 Marketing Excellence Awards.

CP All is actively expanding its digital reach through an Affiliate Marketing and Influencer Engagement strategy for its ALL ONLINE platform. This program incentivizes partners, including influencers, to promote 7-Eleven products, earning commissions on sales and expanding brand visibility within established online communities. The Thai influencer marketing market was projected to reach approximately THB 1.5 billion in 2024, highlighting the significant growth potential of this strategy.

The launch of the Makro Retail Media Network, a collaboration with GroupM Thailand, signifies a strategic move into retail media. This network offers advertisers omnichannel advertising opportunities across Makro's physical stores and its Makro PRO online platform, specifically targeting entrepreneurs and enabling data-driven, point-of-sale advertising to enhance campaign effectiveness.

CP All navigates a fiercely competitive retail environment, consistently employing pricing strategies designed to be attractive and affordable for its broad customer base. While exact pricing structures are often proprietary, CP All's commanding presence in Thailand's convenience store market, with over 14,000 7-Eleven stores as of early 2024, underscores its adeptness at aligning prices with market demand and competitor offerings.

CP All's pricing strategy is designed to balance competitiveness with value, ensuring its extensive network of over 14,000 7-Eleven stores across Thailand remains attractive to a broad customer base. This is supported by a focus on increasing the sales contribution of higher-margin products, which contributed to a net profit of THB 4.2 billion in Q1 2024, up from THB 3.7 billion in Q1 2023.

The company actively manages pricing in response to economic factors like inflation, which averaged 1.5% in 2023, and fluctuating raw material costs, aiming to maintain consumer accessibility. This adaptability is crucial for achieving its ambitious revenue target of surpassing THB 1 trillion by 2025.

Evidence of their effective pricing and promotional strategies includes an average spending per customer at 7-Eleven reaching Baht 85 in 2024, reflecting successful in-store merchandising and product mix management that drives both volume and profitability.