ผู้วิจัย/Authors: Tatri Taiphapoon

ชื่อเรื่อง/Title: Analysis of Marketing Mix Employed in the Production and Distribution of Alcoholic Drinks Industry in Thailand : (Perspective) From Past, Present, and Future.

แหล่งที่มา/Source: The 3rd National Alcohol Conference "Alcohol : No Ordinary Commodity", 21st-22nd November 2007, Richmond Hotel, Nonthaburi, Page 37.

รายละเอียด / Details:

The market value of the production and the distribution of alcoholic drinks in Thailand amounted to several hundred of baht per annum and the industry was likely to see continued growth. A study on marketing mix, in the context of Product, found that new products have been introduced. A new line beverage was notably offered in lower degree of alcohol for easier consumption and brought to combine with other products to add attractive ranges of colors and flavors to tap younger drinkers. In the context of Pricing, higher prices are commonly found in the market due to a recent excise tax increase. However, there are no significant implications that might affect retail sales. In the context of Distribution Channel, which is the most important factor in the structure of Thai alcoholic drinks market, the study found that considerable amount of efforts by alcoholic drinks companies have been oriented to expand their distribution to “reach” younger drinking population, which is a relatively large target group, especially those in the surrounding area of educational institutions. The efforts also included sponsorship programs to support student activities in many aspects despite the fact that Thailand had a low to control the sales of alcohol beverages in the educational institutions. In the context of Promotion, it’s found that the industry employed marketing communication in full scale, including commercials relations, promotional campaigns, sale agents, direct sales, and other marketing activities. The key concepts behind the market promotion were ,I.e.., Branding and Social Marketing. They were well received by the target group and people of shared interest. As a result, sales volume was increased and market expansion of teen groups was progressed. Furthermore, the familiarity with the products and positive attitude were implanted in the target group in order to prepare them for future and continued consumption. It should be noted that, in terms of overall market structure Alcoholic Beverage Control ACT B.E …., which is being considered by the National Legislative Assembly (NLA), can not control the growth of sales and the number of new drinkers, even though the act would finally be approved and announced in the Royal Decree. This is because the legislation solely concentrated on controlling marketing communication rather than the market structure as a whole, under which the most important component was “Distribution Channels”. It would be most effective should the new law place a limitation on marketing communication activities. The sales volume to the younger drinkers would be decreased and the number of new drinkers would be reduced effectively.

Keywords: alcohol, marketing, employee, industry, drink, drinker, market promotion

ปีที่เผยแพร่/Year: 2007

Address: Faculty of Journalism and Mass Communication Thammasat University, Bangkok THAILAND

Code: 200800131

ISSN/ISBN: 978-974-09-4574-1

Country of publication: Thailand

Language: English

Category: Abstract

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