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) 14th of the world - Broadcast media: 6 terrestrial TV stations in Bangkok broadcast nationally via relay 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 media and 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 a newspaper 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

 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 outlets, 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/Female Low/Middle/Hig h class 18-30, 30-45, 46+

Brand/Product Positioning Fresh beer/The best price for the best quality The best price for the best quality

Target Market Male Low/Middle 18-30, 30-45