Executive Dashboard
A high-level overview of Kohler's e-commerce standing in the Thai market. This section provides at-a-glance metrics and key findings to quickly assess performance and identify critical action areas.
✍️ Content Quality Score
6.5/10
Lags behind Cotto (8.5) due to minimal product descriptions and lack of lifestyle imagery.
📉 Promotional Activity
Low
Competitors run 2x more frequent campaigns. Missed opportunity during major sales events.
⭐ Avg. Marketplace Rating
4.8/5
Excellent product satisfaction. This is a core strength to leverage in marketing.
👥 Marketplace Followers
~120k
Strong base but still trails Cotto's ~150K+, showing room for audience growth.
📢 Share of Voice (SOV)
~15%
Outspent on paid search and visibility by American Standard. Low organic visibility.
🚀 New Product Velocity
Slow
New collections appear online months after competitors launch theirs, losing early adopter buzz.
🖼️ A+ Content Adoption
< 20%
Vast majority of listings use basic text only, missing the chance for rich, branded content.
🛒 Official Store Traffic
Medium
Mostly reliant on brand-name searches; low discovery traffic from generic keywords.
Key Findings & Executive Summary
While Kohler's brand reputation and product quality remain formidable assets in Thailand—evidenced by stellar customer ratings—its digital execution is critically underdeveloped. This passivity on e-commerce platforms creates a vacuum that aggressive competitors are eagerly filling.
The core issue is a fundamental mismatch between Kohler's premium brand identity and its spartan online presence. Sparse, technical product listings and a lack of rich media fail to communicate value, making Kohler vulnerable to both price-driven competitors like American Standard and content-savvy local leaders like Cotto.
The strategy must be twofold: first, a defensive move to immediately overhaul digital merchandising and bring content up to par. Second, an offensive push to leverage the brand's strength through targeted promotions, influencer engagement, and a clear narrative around innovation and design. Without swift action, Kohler risks becoming a digital laggard in one of Southeast Asia's most dynamic markets.