Integrated marketing communication strategy of dhamma pocket books (completed version)

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My thesis's article, if anyone want full-text of my thesis contact me pls, I am agree. :D

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Integrated marketing communication strategy of dhamma pocket books (completed version)

  1. 1. 1 Integrated Marketing Communication Strategy of Dhamma Pocket Books, DMG Publishing Department of Communication Arts Program in Marketing Communication, Faculty of Humanities and Social Science Burapha University Abstract The research entitled “Integrated Marketing Communication Strategy of Dhamma Pocket Books, DMG Publishing” is a qualitative with the purposes to study the administration of integrated marketing communication affairs, the integrated marketing communication strategies, and the process of integrated marketing communication of Dhamma Pocket Books, DMG Publishing. The research methods included document analysis, individual in depth- interview, and national and international related literature reviewing. The findings found were that Dhamma Pocket Books, DMG Publishing employed four integrated marketing communication strategies:1) White Ocean Strategy; 2) Book Producing Strategy; 3) Distributing Strategy; and 4) Electronic-based Marketing Communication Strategy. As a whole, all strategies gave importance on publishers prioritizing benefits to readers, having policy to produce books with quality and essences enhancing readers their moral in a society, producing books elaborately, looking for qualified playwrights, fulfilling readers’ needs, as well as distributing books using multi channels, specifically electronic channels used by DMG Publishing and mass media. 1. Introduction Dhamma book was considered a kind of printing materials called “pocket book” in the past. It was purposively used to teach Buddhist principles and usually was given out for free to public for the sake of merits. Currently, the Dhamma book brings about new marketing
  2. 2. 2 communication strategies and it was known as a “Contemporary Dhamma Book”, which can have an access to target readers with different ages. As thus, it is a kind of book best sold and valued by today generation, which is attributed to the modification of the book’s features and marketing communication strategies affecting the success of “Contemporary Book” suitable to people who would like to solve serious problems and overcome obstacles in daily lives. The publisher having influences on new features of “Contemporary Dhamma Book” has been DMG publishing, which is the first publisher producing Dhamma book with brand identity since 2004. DMG publishing has launched massive Dhamma books onto markets and it played important role to create a “Contemporary Dhamma Book” with the cooperation of Ammarin Publishing. After doing the review of related literature of studies done both in Thailand and foreign countries, the researcher found that few studies on the use of integrated marketing communication strategy in printing material business have been done. Thus, the researcher aims at studying integrated marketing communication strategy and printing material business (Sukanda Panpetch, 2012: 1-5). Objectives The objectives of the present study are as follows: 1. To study the administration of work using integrated marketing communication in DMG Publishing. 2. To study the integrated marketing communication strategy of a “Contemporary Dhamma Book” used in DMG Publishing. 3. To study the processs of integrated marketing communication of a “Contemporary Dhamma Book” used in DMG Publishing.
  3. 3. 3 2. Research Methodology The research entitled “Integrated Marketing Communication Strategy of Dhamma Pocket Books, DMG Publishing,” is a qualitative. The instrument used was in-depth interview to elicit primary data from three groups of key informants having insight knowledge into integrated marketing communication strategies of a “Contemporary Dhamma Book” used in DMG Publishing. These three groups of key informants were: Group One which is the administrative committee of DMG Publishing comprises: (1) Mr. Danai Chanchaochai, who is the president in administrative division; (2) Ms. Natcha Chanchaochai, who is the managing director of DMG Publishing; Group Two which is the controllers and integrated marketing communication strategies operators consists of: (1) Ms. Charuwan Wechtrakul, who is the marketing manager; (2) Mr. Samart Intraprasert, who is the managing director in electronics, the director of shared interest group/Ruendham of DMG Publishing; Mr. Yongyuth Khunta Kritsatithadapong, who is the editor of DMG Publiching; (4) Ms. Theeraporn Maneepornphol, who is a book designer of DMG Publishing; (5) Ms. Sittha Chotnoi, who is a book designer of DMG Publishing; (6) Mr. Surasak Lasama, who is a book designer of DMG Publishing; Group Three which is a group of writers of “Contemporary Dhamma Book” with dominant pieces of writing of DMG Publishing comprises: (1) Mr. Saran Mitreevech, whose dominant book is called “ What a pity? The dead do not have chance to read;” (2) Ms. Monthathip Khunnawattana, whose dominant book is called “Snow in Summer;” and (3) Master Monk Mitsuo Gavesako, whose dominant book is called “Good Luck Happiness Prosperity,” respectively. The formal and semi structured interviews were conducted with above mentioned people to raise questions covering all aspects regarding background and history of DMG Publishing, corporate structure, work positions and duties and responsibilities, work procedures using integrated marketing communication strategies, selecting prospective customers, integrated marketing communication strategies of
  4. 4. 4 “Contemporary Dhamma Book,” and communicative devices of integrated marketing communication used by DMG Publishing. There was an appointment with interviewees about time and venue prior to the interview conduction. While interviewing the interviewees allowed the researcher to video record the dialogues in the interview. In addition, the researcher collected secondary data from variety of documents related to a phenomenon of growing popularity in today “Contemporary Dhamma Book” and channels of marketing communication of “Contemporay Dhamma Book” of DMG Publishing. The data collection was done from January to July 2012. The data collected were double-checked and modified by the interviewees for correctness of the data. Data analysis and data presentation were done by means of interpretation based on the theory of integrated marketing communication including (1) conceptual framework about DMG Publishing and “Contemporary Dhamma Book;” (2) conceptual framework about Dhamm book and printed materials business by Robert (2006) and Surasith Wittayarat (2006); and course book for “Media and Printed Materials” by Sukhothai Thammathirat Open University (2008); (3) conceptual framework about integrated marketing communication and integrated marketing communication administration by Schultz (2004), Duncan (2005), Edward (2009), and Moriarty (2011); (4) conceptual framework about integrated marketing communication strategies by Schultz (1993), Duncan (2005) and Danai Chanchaochai (2009); (5) conceptual framework about communicating devices and integrated marketing communication and new media by Kanchana Kaewthep and Associates (2000), Keller (2003), Duncan (2005), Percey (2008), Austin and Pinkleton (2008), Brown (2009), Green (2010), and Scott (2010), (6) national and international research studies in related discipline. The findings of the study were validated using an analysis based on these theories and they were presented in descriptive form. The correctness of data obtained was validated using methodological triangulation. That is to say, the data for the sole inquiry derived from
  5. 5. 5 different sources. In terms of the validation of research quality, research procedures, conceptual frameworks for literature review, and research instruments were verified by Dr. Unalom Chanrungmaneekul. 3. Findings Part 1: Integrated Marketing Communication Administration of DMG Publishing. DMG Publishing or Direct Media Group Co. Ltd. was a medium-sized publisher including 7 sections: (1) administrative board section; (2) editorial board section; (3) marketing and sales section; (4) electronic market section; (5) accounting section; (6) stock and shipping section; and 7) personnel section. The integrated marketing communication administration of DMG Publishing is based on a centralized system under authority of administrative board and is controlled and managed by marketing and sales section and electronic market section. Moreover, an outsider company, such as DC Consultant and Marketing Communication Co. Ltd helps promote DMG Publishing and give consults about public relations. Part 2: Integrated Marketing Communication Strategies of “Contemporary Dhamma Book) DMG Publishing has four strategies as follows: (1) White Ocean Strategy, used as a norm in running a business on ethical codes, gives a focus on benefits derived by readers and society, integrated marketing communication on realistic values, remembrance activating and market positioning rather than increasing direct sales volume. (2) Book Producing Strategy, used by editorial board in planning to produce books and initiating concepts for each book to be produced, gives a focus on mutual cooperation between editorial board and book writers in
  6. 6. 6 producing books based on 5 five aspects: 1) good; 2) famous; 3) unique; 4) outstanding, and 5) attractive. (3) Distributing Strategy, used to promote sales by sales and marketing section of DMG Publishing, emphasizes on disseminating news concerning “Contemporary Dhamma Book,” for example book titles, authors or translator, eulogy, contents, selling points, pictures on book covers, and excerpt or full text using public relations, special events, advertisement, and media and internet. (4) Electronic-based Marketing Communication Strategy, used by electronic market section of DMG Publishing, makes use of websites and social networks, such as facebook, twitter, youtube, DMG book application, and multimedia to contact prospective customers. Part 3: Procedures of Integrated Marketing Communication of DMG Publishing’s “Contemporary Dhamma Book” DMG Publishing has six steps for integrated marketing communication accordingly. They are : (1) setting objectives in producing books; (2) indicating who are prospective customers; (3) analyzing SWOTs; (4) strategy developing; (5) budget setting; and (6) evaluating the effectiveness of integrated marketing communication of DMG Publishing. 3. Conclusions and Discussion Part 1: Integrated Marketing Communication Administration of DMG Publishing DMG Publishing or Direct Media Group is a medium-sized publisher dividing into seven sections including administrative board section; marketing and sales section, electronic market section, accounting section, stock and shipping section, and personnel section. In integrated marketing communication administration, DMG Publish has employed a centralized system (Edward, 2009 cited in Sukanda Panpetch, 2012), which is a system of
  7. 7. 7 marketing administration integrated under the control of the executive board incorporating sales and marketing section and electronic market section into managerial practices. In addition, the outsider company, such as DC Consultant and Marketing Communication Co. Ltd. plays role as a consultant about public relations for DMG Publishing. Part 2: Integrated Marketing Communication Strategies of DMG Publishing’s “Contemporary Dhamma Book” 1) DMG Publish has employed four strategies comprising White Ocean Strategy, giving a focus on ethical codes and on keeping a balance among people, planet, profit, and passion. That is to say, business runners, employees, customers, society, community, and resources should gain equal advantages. The integrity of marketing communication is grounded on realistic values in accordance with White Ocean Strategy (Danai Chanchaochai, 2009 cited in Sukanda PanPetch, 2012). As such, DMG Publishing has prioritized the quality of books by providing chances for readers to try reading books via channels of downloading, for example DMG Application, before deciding to buy them. Moreover, it incorporates experiential contact (Percy, 2008 cited in Sukanda Panpetch, 2012) into “Contemporary Dhamma Book” by means of event marketing to activate remembrance and position market rather than increasing direct sales volume. In terms of theme of the events, most activities in the events are about the contents of books, charity activities, volunteers for social helps, and foundation for child help. For the administrative board, the broad gives importance on over picture and credibility of the publisher, creating trustworthiness to attain sustainable development (Danai Chanchaochai, 2009 cited in Sukanda Panpetch, 2012). According to White Ocean Strategy, which is like Credibility Strategy (Duncan, 2005 cited in Sukanda Panpetch, 2012) , the trustworthiness of the corporate and its products bases in the integrity of marketing communication and roles of a publisher as a knowledge passer and simultaneously a moral codes preacher to readers as expected by society. Illustrations of
  8. 8. 8 White Ocean Strategy of DMG Publisher are presented in figures 3-1 and tables 3-1, summarizing 7 item strategic principles of White Ocean Strategy of DMG Publishing. 2) Strategy for book producing, used by the editorial board, resembles a product planning (Edward, 2009 cited in Sukanda Panpetch, 2012). The product planning is part of integrity of marketing communication requiring a plan for a working process and concept about products to be produced. In producing books, the editorial board works with the writers to design the books based on these five aspects: Good is for books with good contents; Famous is for points to be written are well-known or writers are well-known; Unique is for books are totally different from other books; Outstanding is for book covers and designs are interesting and attractive; and Attractive is for books grab readers’ attention. These are believed to be main strategies for the success of the publisher and were developed from Creative Strategy proposed by Duncan (2005) as cited in Sukanda Panpetch (2012) and editing experiences. In other words, these strategies deal with writers recruiting, book designing, book naming, and art design. 3) Distributing strategy, used to promote sales by sales and marketing section of DMG Publishing, publicizes the products of “Contemporary Dhamma Book” and disseminating news regarding books to be launched on markets. Thus, it is called “Informational Strategy,” which is part of selling strategy (Duncan, 2005 cited in Sukanda Panpetch, 2012), which gives an emphasis on the dissemination of news and information regarding books via marketing public relations (Percey, 2008 cited in Sukanda Panpetch, 2012) to indirectly promote sales volumes to prospective customers using special events (Duncan, 2005 cited in Sukanda Panpetch, 2012) and to raise customers’ awareness about new coming books. When new books are released by DMG Publishing, public relations and special events are the most concern of the publisher because they are considered the most appropriate channels to disseminate the book products and these channels give importance on
  9. 9. 9 media and internet, allowing readers to have access to most detailed information of the books. In terms of media relations (Duncan, 2005 cited in Sukanda Panpetch, 2012), DMG Publishing gives priority to media and it is well accepted by the media. For internet media, it is found that the integrity of electronic marketing communication, involving continuous dissemination of news and information regarding book titles, authors/translator, eulogy, contents, selling points, cover pictures, contents and preview, full text contents, and related information, helps make “Contemporary Dhamma Book” well-known better than books read by specific group of readers. Therefore, it is the most important way to publicize the best points of books and advertise them to the right group of readers. 4) Electronic-based marketing communication strategy, using internet to disseminate news, promote books, and create relationship with prospective customers, is used by electronic market section of DMG Publishing. Under this strategy, there are two models, one of which is the interactive strategy with two ways communication and interaction via websites, social network, facebook, twitter, and youtube, and the other is DMG Books Application which allows the access of internet supporting platform and multimedia, such as text, photos, sound, and video. Overall, DMG Publishing gives the importance on new media because there is no limit in terms of time, places, and access, leading to keeping in touch with prospective customers for a long time. Part 3: Integrated Marketing Communication Procedures of DMG Publishing DMG 1) DMG Publishing has employed six steps in running business. Step One, objectives setting, is used to set objectives to raise awareness of communication objectives (Duncan, 2005 cited in Sukanda Panpetch, 2012), which directly affects readers and media (setting customer-focused objectives) in terms of awareness, attitudes, and behaviors. Also, they are
  10. 10. 10 marketing objectives to help increase sales volume both in short and long terms and are able to be measured in figures irrelevant to baseline or benchmark (Duncan, 2005 cited in Sukanda Panpetch, 2012). 2) Identifying prospective customers using segmentation based on psychographic segments (Duncan, 2005 cited in Sukanda Panpetch, 2012) is dividing customers based on traditional belief and religion, and thus prospective customers are Buddhists with a wide range of ages. Then, targeting, evaluating, and prioritizing groups of readers based on areas of interests and open behaviors are processed (Duncan, 2005 cited in Sukanda Panpetch, 2012). Generally, DMG Publishing specifically considers readers’ interests in “Contemporary Dhamma Book,” together with possible channels of communication to access to prospective readers. According to an evaluation of prioritizing of DMG Publishing, it was found that there were three groups of readers: (1) readers who have interests in Dhamma; (2) social network membership; (3) authors’ fans who individually favor particular authors. 3) Analyzing SWOTs is done once a year in DMG Publishing. Based on an analysis, it was found that strengths, weaknesses, opportunities, and threats were detected from the dimension of brand relationship (Duncan, 2005 cited in Sukanda Panpetch, 2012). That is to say, it is an evaluation based on feedback of readers and media. In terms of SWOTs, an analysis is done a book by a book with the emphasis on a comparison of DMG Publish books with other publishers’ books in the same areas of contents. Prioritizing SWOTs is done based on realistic damages and realistic benefits in the time frame, which is a consideration on seriousness and immediacy of book revising. However, cost in producing books was not found as a factor in SWOTs. 4) Strategy development of the integrity of marketing communication of “Contemporary Dhamma Book” is a way of strategy development combining initiatives and
  11. 11. 11 working experiences, which is called creative ideas, along with market communication function and media (Duncan, 2005 cited in Sukanda Panpetch, 2012). Conversely, turning back to White Ocean Strategy, it is initiative arising from marketing and administrative experiences of Mr. Danai Chanchaochai, the executive of DMG Publishing, who makes use of his experiences in running business. 5) Budget setting is processed after planning the integrity of marketing communication of each contemporary Dhamma book is completed and it comes up with a book cover. Marketing communication allocation is based on the consideration of the administrative board because producing each book does not use the same amount of budget, depending on prospective customers and different channels of marketing communication. In principles, budget setting conforms to the process of marketing communication budget allocations (Duncan, 2005 cited in Sukanda Panpetch, 2012). In some cases, DMG Publishing receives supporting budgets from outside organizations. 6) The evaluation of the effectiveness of the integrity of marketing communication of “Contemporary Dhamma Book” is a form of evaluating effectiveness giving a focus on the role of continuous feedback (Duncan, 2005 cited in Sukanda Panpetch, 2012). DMG Publishing derives feedback directly from readers as evidenced by clipping news and information, and it also receives opinions and suggestions via channels of electronic communication, records from registering, and sales volumes comparing to the duration of popularity in competitive markets. Acknowledgements This master’s thesis entitles “Integrity of Marketing Communication Strategies of Contemporary Dhamma Book” would not have been possible without the help of Dr. Unalom
  12. 12. 12 Chanrungmaneekul, my advisor and Asst. Prof. Dr. Chompoonuch Panyapairote, who gives constructive advice for this thesis. I am also deeply grateful to Mr. Danai Chanchaochai, the head executive of DMG Publishing and his colleagues, namely Pee Bum, the manager of marketing and sales section; Pee Machi, the manager of electronic market; Pee Yuth, the editor; and Golf Sung, an officer in marketing and sales section, who always facilitates my data collection. I would like to express my deepest gratitude to authors, namely Pee Tul (Dangtrin); Pee Pom (Peetul’s sister); Pee Daeng (Montathip Khunnawatre); and Master Monk Mitsuo Gavesako for so much time dedicated to my interview. Besides, I am always indebted to my family members: Ms. Charintr, my mother; Mr. Sophon, my father; Ann Niratcha, my sister; and Aui Itthipon, my brother, who give me words of encouragements throughout my study. Finally, my heartfelt thanks go to Assist. Prof. Doctoral Candidate Natcha Northong and Dr. Kriangkrai Yaikhong , who inspire me to endeavor to fulfill my master’s degree. References Panpetch, S. (2012). Integrity of Marketing Communication Strategies of DMG Publishing’s Contemporary Dhamma Book. Unpublished master’s thesis, Burapha Univeristy, Chon Buri.

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