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8/3/2019 HABECO
http://slidepdf.com/reader/full/habeco 1/2
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
8/3/2019 HABECO
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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