HABECO

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CONSUMER BEHAVIOUR 

- In Thailand, alcohol beverages is not common at lunch but ussually at dinner, particularly beer 

- Thai consumer like alcohol drinks and sweet taste to complement, balance the flavors

and to cut the spiciness of Thai food. Fresh beer is favourable in this market

- Consumers currently tend to have limited purchasing power, they are not able to afford

the expensive beer.- Thai drinkers enjoy cheaper imported and locally produced branded beverages due to

the effect of trade agreements, leading to the expansion of alcohol market size.

they enjoy cheaper products rather than expensive ones

- Thailand is strong at service industries, specially tourism a big number tourists

coming here form all around the world

A promising market for premium beer 

COMMUNICATION

A. Media infrastructure

- Telephone system: high quality system, wireless service expands rapidly, fixed

lines system provided by both a government owned and commercial provider 

Mobile cellular: 83.057 mil. (2009) – 14 th of the world

- Broadcast media: 6 terrestrial TV stations in Bangkok broadcast nationally viarelay stations; Multi-channel satellite and cable TV subscription sevices are

available

- Internet hosts 1.335 mil. (37th of the world) (2010)Internet users: 17.483 mil. (23rd of the world) (2009)

convenient to implement marketing strategies

B. Promotion

- Prohibition of broadcasting advertisement from 0500-2200 hours or the so-called

 partial ban introduced in 2003 and control of advertising content.

- After the partial ban took effect in 2003, the alcohol industry has found ways to

circumvent the regulations by using indirect advertising in the controlled mediaand increasing promotions in unregulated, below-theline media. The high

frequency of logos and names of alcohol beverages broadcast during prohibited

times, as well as the promotion of surrogate products, has been the subject of anewspaper report. The 2003 partial ban regulation is limited in its scope and does

not cover sponsorships and many advertising channels, such as internet and viral

marketing.

Enhancing advertisment on websites which are attractive to youth, social

networks, mobile phone…

- There are many festivals in Thailand

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Taking place the events, beer festivals… to promote the brand ang make the brand

 become part of lifestyle.

C. Common selling practices:

- Places:

In recent years, there has been the boom of modern style street alcohol vendors,who sell beverages in mobile units and kiosks, the growth of modern trade

systems (including department, discount and convenience stores) which have their 

own distribution system and can provide beverages to outlets and drinkers+ the emerging of chained convenient stores in residential areas

+ Increase in number of alcohol outlet s, including  street vendors (very

 popular among Thai youth)- Retailing: Store-based retailing 

Shopping malls

Supermarkets

enchances products availability

STP Process to identify marketing decisions

Market

Segmentation

Male/FemaleLow/Middle/Hig

h class

18-30, 30-45,

46+

Target Market

Male

Low/Middle

18-30, 30-45

Brand/Product

Positioning

Fresh beer/The

 best price for the

 best quality 

The best price

for the bestquality