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ทำตลาดเชิงรุกอย่างไร ให้ประสบความสำเร็จ
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ทำตลาดเชิงรุกอย่างไร ให้ประสบความสำเร็จ

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โดยคุณประชุม ฉายาพงศ์ รองผู้จัดการทั่วไป โรงแรมเจดับบลิว แมริออท กรุงเทพฯ จากการสัมมนาการส่งเสริมตลาดนักท่องเที่ยวคุณภาพอเมริกา วันที่ 6-7 มิถุนายน 2554 ณ ห้องเลิศวนาลัยบอลรูม โรงแรมสวิสโซเทล นายเลิศ …

โดยคุณประชุม ฉายาพงศ์ รองผู้จัดการทั่วไป โรงแรมเจดับบลิว แมริออท กรุงเทพฯ จากการสัมมนาการส่งเสริมตลาดนักท่องเที่ยวคุณภาพอเมริกา วันที่ 6-7 มิถุนายน 2554 ณ ห้องเลิศวนาลัยบอลรูม โรงแรมสวิสโซเทล นายเลิศ ปาร์ค กรุงเทพมหานคร

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  • 1. Sales & Marketing Strategy Consideration before setting your strategy • Categorize hotel and resort • Positioning of the hotel and resort • Market segmentation • Market Mix • Market Trend • Location and accessibility • Sales & Marketing budget • Working TeamFriday, 17 June 2011
  • 2. From the Visit Thailand years till now Nature of Business Past Present 1) Loyalty customer Loyalty but eager to try some new product 2) Rely on Brand Image Looking for something new 3) Price is not a concerned More price conscious 4) Booking channel (TA) More direct booking and OTA 5) 2-3 destinations in Thailand Thailand + IndochinaFriday, 17 June 2011
  • 3. From the Visit Thailand years till now MICE Past Present 1) Popular and preferred Long Haul Short Haul and Domestic, destination Caribbean, Maxico, Europe 2) BKK – Riverside only River and city center 3) Accommodation – Luxury Luxury & affordable 4) BKK+Chiangmai or Bangkok+Phuket BKK + Indochina 5) Set budget for real incentive Reasonable Budget 6) Special arrangement & Program Special arrangement & Program with less budget 7) Special Event & Venue Special Event & Venue with less budget 8) Theme Party Simply theFriday, 17 June 2011
  • 4. From the Visit Thailand years till now Corporate Past Present 1) Brand Loyalty Brand Loyalty but depends on company policy 2) Prefer riverside location Prefer city location and near by office 3) No reward for booker Incentive program 4) Recognition program is the option Recognition program is crucial 5) Pay as per hotel category Looking for the best deal 6) Booking channel Booking Chanel - OTA (Booker & Secretary) (AMEX, CWG) 7) Word of mouth TripFriday, 17 June 2011
  • 5. From the Visit Thailand years till now FIT and Group Leisure Past Present 1) Pay as per hotel category Looking for value for money (4 and 5 star hotels are preferred) (3 and 4 star hotels) 2) Popular and preferred Long Haul Short Haul and Domestic, destination Caribbean, Maxico, Europe 3) BKK - Prefer riverside location Depends on budget 4) Luxury program Less luxury, more adventure 5) Cruise line is popular, Still popular and have more majority stay at 5 star hotels choice of hotels 6) Spending money in hotel Spending money in hotel (Restaurant, Laundry, gift shop etc) 7) Booking channel Booking Channel (Travel Agent) Direct with hotel website or OTAFriday, 17 June 2011
  • 6. Target Group SALES = > Wholesalers Tour Operators Incentive House MARKETING = > Tourists Maintain good relationship and communicated with both MIDDLE MAN and END USERFriday, 17 June 2011
  • 7. Target Group Communication channel has been changed for the past 10 – 15 years Advertising : Newspaper (Less) Magazine (Less) Trade show and Road Shows (Less) Sales call (Less) Special Event (More or less the same) Website & E Commerce (More and More) Social network on line (More and More)Friday, 17 June 2011
  • 8. Market Trend What are they looking for - Unique Experience - Safe Destination - Good Value for Money – Best Deal - Accessibility with good infrastructure - Easy and convenient to book and buyFriday, 17 June 2011
  • 9. Example Vacation ClubFriday, 17 June 2011
  • 10. Example Vacation HomeFriday, 17 June 2011
  • 11. Example Time SharingFriday, 17 June 2011
  • 12. Example Service ApartmentFriday, 17 June 2011
  • 13. ExampleFriday, 17 June 2011
  • 14. ExampleFriday, 17 June 2011

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