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GroupM Thailand POV on Coronavirus in Thailand

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Coronavirus in Thailand - Trends & Implications for Brands and Marketers (April 7, 2020)

©2020 All Rights Reserved.
GroupM Thailand, part of WPP

Published in: Marketing
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GroupM Thailand POV on Coronavirus in Thailand

  1. 1. CORONAVIRUS TRENDS & IMPLICATIONS APRIL 2020 V.2 IN THAILAND FOR BRANDS & MARKETERS GROUPM THAILAND © 2020 All Rights Reserved. Distribution without Permission is Prohibited.
  2. 2. With the rapid outbreak of the Coronavirus or COVID-19, people around the world – including Thailand have had to harshly change their ways of life. As the result of the sudden explosion of this contagion, people are forced by public and private sectors guidelines as the closure of public and common spaces; shopping malls, restaurants, educational institutes and offices; to shelter at home as part of the lockdown policy. Our article aims to collect reliable and up-to-date information from both economic outlook to behavioural changes of consumers, and their impacts - specifically for Thailand. Then, to analyse and provide a report that includes fruitful guidelines for Thai marketers, advertisers, and brands to deal with the situation. We would like to express our sincere gratitude's to all the person-in-charge; from GroupM Global Intelligence to our media and research partners; from the TH EXCO members to the agency representatives from Mindshare Thailand, MediaCom Thailand, Wavemaker Thailand, Xaxis Thailand, GroupM Platform Services, INCA, and more to mention for your collaboration. GroupM Thailand April 2020 Preface.
  3. 3. A WORLDWIDE ISSUE. 1,347,235 CASES 47,353 CRITICAL 74,767 DEATHS 286,234 RECOVERED Source: WorldOMeter (as of April 7, 2020) CORONAVIRUS COVID-19
  4. 4. AND IT KEEPS SPREADING. 1,426% incremental of reported cases across the world within just three weeks. 378,830 on March 23 1,346,036 on April 6 TOTAL CASES Source: WorldOMeter (as of April 6, 2020) 88,163 on March 19
  5. 5. MALAYSIA 3,793 CASES 102 CRITICAL 62 DEATHS 1,241 RECOVERED SITUATION THAILAND 2,220 CASES 23 CRITICAL 26 DEATHS 793 RECOVERED SINGAPORE 1,375 CASES 25 CRITICAL 6 DEATHS 344 RECOVERED BRUNEI 135 CASES 3 CRITICAL 1 DEATHS 82 RECOVERED PHILIPPINES 3,660 CASES 1 CRITICAL 163 DEATHS 73 RECOVERED INDONESIA 2,491 CASES - CRITICAL 209 DEATHS 192 RECOVERED VIETNAM 245 CASES 8 CRITICAL 0 DEATHS 95 RECOVERED CAMBODIA 115 CASES 1 CRITICAL 0 DEATHS 58 RECOVERED LAOS 12 CASES - CRITICAL 0 DEATHS - RECOVERED MYANMAR 22 CASES - CRITICAL 1 DEATHS - RECOVERED Source: WorldOMeter (as of April 6, 2020) IN ASEAN.
  6. 6. THAILAND. FOR SITUATION THE COGTAGION TIMELINE & REACTIONS
  7. 7. THE FORECASTS. “AS IT IS” SITUATION “LOCKDOWN” SITUATION 351,948 52,792 17,597 7,039 24,269 3,640 1,213 485 Number of Cases Patients at Hospital Critical Cases Estimated Deaths Source: Prachachat Turakij Two sceneries being predicted by the Faculty of Medicine, Siriraj Hospital – Mahidol University; one for city/country shutdown; another, as it goes.
  8. 8. THE CORONAVIRUS IMPACTS & AFTERSHOCKS. CHANGES IN THAI ECONOMY OUTLOOK Source: NESDC, Macrobond, Financial Times, and Bank of Thailand (2020) Thailand’s GDP forecast has changed from 3% to -5.3%. Trade and international business with China and other markets are experiencing with risks. The market is in the process of pricing a global recession. Traders are suggested to hedge the currency risk to reduce negative effects from an uncertainty of economic situation Export businesses will be facing difficulties due to this rapid unexpected changes THE FALLS OF THAILAND’S GDP THE RECESSION OF THAI BAHT OIL PRICE GOES DOWN
  9. 9. CHANGES IN THAI ECONOMY OUTLOOK CONSUMER CONFIDENCE INDEX IS DOWN It was reported at 64.800 Point in February 2020. This records a decrease from the previous number of 67.300 Point for January. Thailand’s Consumer Confidence Index data has an average point of 78.5 from October 1998 to February 2020. Source: CEIC DATA, Ministry of Tourism & Sports INBOUND TOURISM INDUSTRY HAS DECLINED Tourism industry of Thailand has an average inbound travellers per month at 3 million. Anyhow, the result showed that in February the number was dropped to 2 million.
  10. 10. IMPACTED CATEGORIES. -1.3% PRIVATE INVEST’T Source: Deloitte (2020) -5.8% EXPORTS -9.3% IMPORTS -30% TOURISM & HOSP’Y The fear of Coronavirus outbreaks has caused to the restrictions of travel, the closure of borders, as well as major cities lockdown. These will significantly affected to the following domestic products and services industries As of March 30, Phuket – known as 2nd largest tourism destination/port has announced its closure until April 30. TOURISM SERVICES-3.5% ACCOMMODATIONS-2.4% TRANSPORTATIONS-2.3% TRAVEL AGENTS-1.5% F&B-1.2%
  11. 11. major airlines have suspended both their domestics and internationals services 5 still operate its domestic flights 1
  12. 12. IMPACTED CATEGORIES. OTHER Demand dropped due to the loss of consumer confidence and need of cash in-hand. Automotive & Accessories Bakery & Biscuits Building Materials Credit Cards & Financial Services Dietary Products Electronic Products Furniture Jewellery & Luxury Goods Real Estate Travel & Tours Affected by The lockdown & emergency decrees announcement. Alcoholic/Non-alcoholic Beverages Banking Beauty, Skincare & Cosmetics Educational Institutions Fashions & Apparels Food Outlets & Retail Shops HH Products, Food, Snack & Dairy Oil, Lubricants & Petrol Office Equipment Outside Entertainment - Cinemas Personal Accessories, Hair Prep. & Toiletries Photographic Products Tech. & Telco. (including Devices) Transportation Benefited & Received massive public interests. eCommerce F&B Delivery Services Insurance In-house Entertainment Healthcare Retail Logistics Cleanser, equipment, insecticides, Seasonal Products, Food Stuff, Dairy Products, Vitamins, Supplementary & Pharma
  13. 13. THE CHANGES OF THAI CONSUMER BEHAVIOURS.
  14. 14. 4 CONSUMER’S SENTIMENTS & CENCERNS OF CORONAVIRUS SITUATION. Source: Kantar (2020) 66% Be more proactive in financial planning 54% Worried about economic outlook 52% Worried about health 40% Making panic purchase REACTIONS OF THE THAIS ON BEHAVIOURS. Upon the rumour on the announcement of the Emergency Decree, supermarkets and shopping malls were crowded by panic consumers to work on stock up.
  15. 15. IMPACT ONTHE THAI WAYS Source: Kantar (2020), GroupM Thailand Intelligence (2020) 61% 30% NEGATIVE POSITIVE THE ARRIVAL OF CORONAVIRUS HAS NEGATIVELY IMPACTED TO THE THAI, IN TERMS OF HEALTH & FINANCIAL SECURITIES Without a clear explanations or directions from the person-in-charge, people will be more and more concern about their own safety and money.
  16. 16. GOODS. OF CONSUMER TRANSFORMATION IN THE NEED From the SARS in 2003 To Coronavirus in 2020 Source: Kantar Worldpanal (2020) The buying behaviours of consumer back then. The Panic Purchase Behaviours Frequent Handwash Behaviours The Stock Buying on Long-life Food Items What consumer intends to buy more. Personal Hygiene Behaviours/Items The Search/Need of Health/Nutrition Products Home Cleaning Behaviours and Products Buying What consumer are not intend to buy. Alcoholic Beverages Luxury Items Meat & Seafood 17 years -9.3% Thai’s grocery shopping trips in February dropped by comparing to the similar period of 2019
  17. 17. CONCERNS ON BANGKOKIAN ARE MORE CONCERNED AND PREPARED FOR THE IMPACT. Number of search for insurance packages or programmes that fit to the situation has dramatically increased like never before. The similar trend goes to monetary, whereas food and healthcare remain at the same levels. Source: Google Trends (March 30, 2020) THE UNCERTAINTY OF HEALTH & FUTURE.
  18. 18. REACTIONS OF THE THAIS messages OVER SOCIAL MEDIA. Source: Wisesight (March 19, 2020) 1,100m148m engagements 65% 20% TWITTER FACEBOOK Conversations on COVID-19 and Coronavirus over the timeline.
  19. 19. THAILAND SEARCH TRENDS. CHANGES IN THAI CONSUMER BEHAVIOUR Source: Google Trends (March 25, 2020) THAIS DO KEEP OUR EYES ON THE SITUATION OF CORONAVIRUS, THEN COVID-19 MORE THAN ANY OTHER STATE OF AFFAIRS AS PM2.5. Thought the terms COVID-19 was firstly introduced by WHO on February 11, Thai media started to apply the term in March. Since then the number of search has been dramatically increased ever. The higher of number of news is spreading, the greater search volume.
  20. 20. INTRODUCING A NEW PARADISE OF STAYING HOME. Source: Google Trends (March 30, 2020), GroupM Thailand Intelligence (2020), Kantar (2020) THAILAND SEARCH TRENDS (Promotion & Online Marketplace) THE LOCKDOWN, QUARANTINE, WORK FROM HOME – WHATEVER TERMS; REVEAL THE REAL PLEASURE OR TIME KILLER OF THE THAIS. SHOPPING(Online) /ˈʃɒpɪŋ/ The activity of going to shops and buying things or ordering them online. WFH is not just about working but spending my precious time searching (and buying) things 24/7 without any interruptions. It doesn’t matter whether or not it is a weekday or weekend, 08.00 – 19.00 became surfing utopia for Thais for online deals. Remark: Apart of Lazada’s Birthday Sales on March 27, the demand of search for online promotions, discounts, and marketplace remains high from 08.00 to 19.00. Demand on F&B online buying index has been increased gigantically at 116% - this also reveals a new behaviours of Thais. “ ”
  21. 21. OF BEAUTY. THAILAND SEARCH TRENDS (Cosmetics) Source: Google Trends (March 30, 2020), GroupM Thailand Intelligence (2020) THE POWER THERE’S NO LIMIT TO FIRSTLY, SIMPLY FORGET ABOUT THE MYTH OF BEING BEAUTIFUL MUST BE OUTSIDE HOMES. Search volume describes the high demands of beauty and skincare products over the weekday. As most of the offices have started to implement their WFM from the week of March 24, search demand for beauty and cosmetics always hit to roof – especially on weekdays. “I will never ever reveal my true- naked face over concall. Without make up I would rather shut off the camera”. “You will never can tell if there will be an unexpected facetime or call – at least foundation powder and lipstick must be on while WFH”. “Beauty is an essence of women. It shows your identity and how you live your life. Everyday, when I get bored during the WFH, I simply dress up, put on make up walk around and shoot pictures for my social media”.
  22. 22. eCOMMERCE & DELIVERY Source: The Nation (March 2, 2020), Sanook (March 21, 2020) FOODS & BEVERAGES DELIVERY SERVICES ARE THE NEW NORMS. FROM PM2.5 TO EMERGENCY DECREE ON CORONAVIRUS, MOST OF RETAILS, SMES & LOCAL BUSINESSES HAVE ADOPTED THEMSELVES TO DELIVERY PLATFORM OPTION THE RISE OF SERVICES. With an encouragements from the governments and media that ask people to stay at home. The order of goods, foods and beverages from digital platform as Lazada, Shopee, Grab, foodpanda and more have grown up by 80%. According to the new behaviours and effects, it is expected that food delivery business in Thailand for 2020 could grow by 31% with a total value of more than 1.8billion Baht.
  23. 23. SHIFT IN TV VIEWERSHIPS. SELF-ISOLATION CREATED A DRAMATIC IMPACT ON TV VIEWERSHIPS AND AUDIENCES, ESPECIALLY AFTER THE EMERGENCY DECREE AND LOCKDOWN. Comparing to the PM2.5 period, while the Thais are still living outside, situation from Coronavirus helped grow TV viewership over entertainment and news programmes. Don’t forget to count on the live streaming videos and programmes too! NEWS & CONTENTS NEVER DIE. Source: Nielsen (2020)
  24. 24. Source: AdWeek (2014), Oxford Learner’s Dictionaries, The Standard (2020) TRENDINGS & THE NEW HAPPENINGS. The Grandeur Scale HERO”“ /ˈhɪərəʊ/ a person, especially a man, who is admired by many people for doing brave or good. AdWeek once stated that making the brand as hero approach became less effective in the 2010’s. However, the above sentence can be exception through some special circumstances. Here are some of the rising brands, who have impressed the world citizens from their decisions or immediate actions on the situation of Coronavirus pandemic. Free Production of surgical mask for Medical Professionals. Use its facilities to manufacture to produce hand sanitisers for EU. Apply its facilities to produce 10,000 ventilators per month for US. Utilise its logistic expertise for the smooth- distribution of coronavirus inspection equipment’s. To invest Baht 100m for the establishment of surgical mask factory for Chulalongkorn Memorial Hospital. H&M L'Oréal GM Amazon CP Fashion Cosmetics Automobile eCommerce Variety industries ActivityBrand Industry
  25. 25. HAPPENING IN THAILAND. ALSO During this difficult period of time of the Coronavirus outbreaks. Instead of seeing brands or business trying hard to be survived, there also be an incremental of initiated social contributions projects or programmes – the being a good person/brand for a cause to support or help those who are in needed. These actions can be found from various types of businesses; from personal to professional scales. Personal Branding Scale. Small & Medium Enterprise Scale. Corporate Branding Scale. Celebrities and well- known icons started to unlock their social media channels - allowing affected small businesses to promote their stores or to sell their products without condition”. Local small and medium businesses now offer free product or services as free food for people, whose jobs were cut during the shutdown. An estimated of 10.7 million of Thai professionals are expected to be facing with the job-cut or business slowdown situations – Krungtep Turakij. Large and international corporates started to come up with special programme(s) to engage with their customer as providing free services, giving extra access or convenience to special-needed customers. Some brands or businesses have tried to switch their product lines to something that suits to the situation. “ “ “
  26. 26. Source: Kantar (2020) IN SUMMARY. Negative Impact What’s the New-New Less going out – including travelling 69% 61% 59% 50% Refuse to go to cinemas Decided to save money – no more luxury prod. Reduce frequency of eat out & store visit Invest more time on steaming media platforms 52% 44% 38% Started to use or increase freq. of food delivery Incremental in eCommerce The Fads for Marketers! Hygienic Issues/Stories personally, professionally and family Healthcare & Nutrition personally & family THE CORINAVIRUS OUTBREAKS IN THAILAND
  27. 27. Insurance Entrusted products, services, and representatives with a promise on the health and wellness security that worth for money Source: Kantar (2020), GroupM Thailand Intelligence (2020) Foods & Beverages The cleanliness, hygienic, and the safety on the ready to eat product. Also, the service-mind of the staff, including delivery service personal. Consumer Goods Product safety and the hygienic for the use, Beauty, Health & Wellness The promise of the product on its safety, along with the end results that truly reflect to the purposes from the purchase – including the sense on value for money. Banking Entrusted product, services, and behaviour of frontline staff – including call centre personal, the time to be consumed on the app, or website. Most importantly, the security while using the services. ON CONSUMER’S SUMMARY EXPECTATIONS.
  28. 28. FOR BRANDS & ON OPPORTUNITIES GROUPM’S POV MARKETERS IN TH.
  29. 29. THE POV IN GENERAL. The utilisation of available knowledge from other markets. For a long- term business solution, the benchmarking of market as China can be guideline and example for the settlement of situation. In contrast, short-term planning strategy – as worst case can also be also be brought from the affected network as Italy or Europe in order to prevent unforeseen and be prepared for unexpected situations. It is crucial for brands, marketers, advertisers, and all internal and external stakeholders to explore more on the opportunity to add extra value(s) to products and services that influence to consumer’s way of life. This would create familiarity and trust to the loyal customers. On top of that, marketers will need to understand that Coronavirus is an unusual situation; apart of acquiring top-of-mind position and number of sales, it is a must for the brand to keep its positive look, to act as trusted thought leader as well as to be able to provide an instant, but proper feedback to consumers. Advertisers and marketers are responsible to be rejuvenated about the situation. As of now, regulations and conditions on the coronavirus is still uncleared – Thai consumers keep their eyes open and update 24/7 via various types of media consumption; through-the-line to in short. Therefore, brands must also be alert and ready to adjust their strategies to align on whatever situations that may come, especially to the major events - this includes the readiness to adapt creative assets or communication messages to an unexpected (aka the plan B – for example, the cancellation of the 2020 Summer Olympics). ๑ 01 FIRST ๒02 SECOND ๓03 THIRD
  30. 30. GROUPM TH POV ON SPECIFIC CATEGORIES. Automotive Real Estate Travel Tourism & Hospitality FACTS The 41st Bangkok International Motor Show 2020 has been postponed from its original schedule twice; from March 25 – April 5 to April 20 – May 3, then May 18 – 31. In contrast to the drop of patrol cost, it is forecasted that demand on motors will be lower than the previous years, this is due to the economy situation and the cashflow of consumers – for such unexpected situation, it is more crucial to save money. FACTS Most of new and current projects are on pause that caused by the loss of purchasing power and confidence from both local and overseas investors. Majority of Thai consumers would prefer to save their money for unforeseen. Constructions also be on hold due to the lack of material. It is reported that 90% of Chinese steel rod has stopped their production lines. FACTS The outbreak of Coronavirus has break the record of the lowest demand on tourism and hospitality industry; from the drops of both inbound and domestic tourists to the corporate policies to cancel all business trips; and from the suspension of flight-operations to the lockdown public policies.. ACTION Apply digital as communication vehicle, specifically – the use of search that will generate meaningful leads from those who currently have demand. Provide outstanding offers that engender the conversion rate and sales. As the lockdown situation is still on, it is impossible for property seeker to go out for on-site inspection, video call or video introduction can be an alternative win-win solutions. Supports from public and monetary policies on property buying’s will definitely encourage more demands. ACTION Stop. Think. Ask. Stay calm and listen to your customers as unexpected situation always come up with emotions and reactions – this includes active social listening. Be transparent with solid solutions while providing feedback or response. As for marketing communication, all related activities to the brand and demand creation shall be on hold, and must be switched to corporate communications. Sincere Corporate Social Contributions and Responsibilities (CSR and CSC) are key for the situation as Coronavirus pandemic or other crisis's.
  31. 31. Personal, Beauty, Skincare & Cosmetics Fashion & Apparels Consumer Goods, HH Products & Food Stuff FACTS Lockout and announcement of emergency decree does not really matter to the categories – as consumer goods, household products and food stuff are considered as basic requisites for living. In short, these products are needed to be used by consumer on their daily basis. Most of product are still available through the various type of marketplaces; digitally to physically. ACTION Remain the same volume of communication to boost up demand and to ensure the availability of products (no out of stock surprise) – this is to avoid future panic purchase. Apart of digital, do not under estimate the power of TV at this stage. On top of regular communication, brands need to highlight the quality of the product and its effects to Coronavirus. Contents as the know-how will help inspire the home- stayer novices to enjoy life at home; by cooking and cleaning. Brand will need to ensure its strong collaboration with logistics/eCommerce partners for a good customer experience. Similar to beauty and skincare categories, sachet marketing is another opportunity. FACTS Announcement of emergency decrees, city lockdown, and work from home situations have blocked consumers to go out, explore, and enjoy regular in-store shopping experience. The lockdown seems to be a bigger deal for females and LGBT as beauty care services providers as salon, nailcare, or body care are all closed. Female consumers may need less makeup while work at home, however, our insights shows that female are still concerned on their looks and images. While working on video conference, they will definitely put on make up, one insightful behaviour is that they will dress up, take picture and post on social media as boredom killers. Also, results from Google Trends shows a high volume of search for beauty and fashion throughout the working hours – which is an opportunity. There are opportunities for brands; to create branded content on body sanitising and cleaning; also, transformation challenges during the lockout period. Local convenience stores can be the other opportunity – sachet or small portion will also draw attentions from urbanites, who’s smaller purchasing power. ACTION As consumers have more time to consume various types of media while working at home; from online to offline. At this time, we can say it is the returns of TV – with the rise of news and entertainment programmes. With this opportunity, marketers should not ignore to create awareness as well as familiarising their brands via TV and always-on across online platforms – as people will normally surf the Internet via their interests, specialities or channels/platforms. Use of eCommerce platforms, marketplaces, and search will capture attention, and generate leads to the point of sales. Special offers, promotions & affiliate model will help generate sales by boosting up consumer’s final decision. Apart of joining promotion war on eCommerce, re-targeting (once it comes to the end of cycle usage) is recommended, Also, this is the time for marketers to explore new opportunity that encourage trial. For fashion brands, inspiration contents while WFH or trick and tips on social distancing relationships will definitely bring in massive interests. The use of recommendations from local influencers and the how to order is also a plus.
  32. 32. QSR & Food Outlets Banking Tech. & Telco. FACTS Similar to the other categories that require physical stores – QSR and Food Restaurants businesses are facing a new challenge on how to keep or encourage customer for delivery services instead of a traditional dine in. In this case, QSR may have a greater delivery know- how – comparing to ordinary restaurants. FACTS Travel condition is the key barrier for customer to visit banking, tech & telco; both stand-alone and in- store locations. Thanks for today’s modern technology that provides contactless and online one-stop-services as mobile application and website as options. ACTION For QSR – continue keeping on the standard of delivery in all aspects; quality, times, call centre and social communications. Affiliation with delivery platform/services is a new normal that allow service expansion & coverage to reach consumers, who have demand. TV and Search are recommended to sustain brand visibility, especially to search – which serves toward the right demand of consumer. Big offering or undeniable discount voucher might be an option to bring back guests to the store once the situation is settled. Cleanliness and hygienic can also be key point of communication to create trust. ACTION Brands in these categories may convert their point of services into digital one-stop-service and put it as highlight – allow customer to enjoy the tech experience as cashless. In order to apply this, the brand must be ensured that the use of digital technology will be as simple as possible. For tech & telco. the use of eCommerce or other online marketplace with entrusted logistic partner/system is a plus. There should also be a channel that allow customer to reach the real “Human-to-Human Communication” as traditional as call centre or as digital as virtual meeting – to avoid unexpected, especially on banking category.
  33. 33. For more information, please contact; GroupM Thailand – Marketing & Development ©2020 All Rights Reserved. GroupM Thailand, part of WPP NEIL MAVICHAK Managing Partner – Marketing & Development Neil.Mavichak@groupm.com PAN JROONGTANAPIBARN Associate Director – Marketing & Development Pan.Jroongtanapibarn@groupm.com ISSAREE VEERAKANIT Manager – Marketing & Development Issaree.Veerakanit@groupm.com NANTANONT KIJCHAROENNANT Supervisor – Marketing & Development Nantanont.Kijcharoennant@groupm.com NATHTAPHAT RUNGNIWET Supervisor – Marketing & Development Nathtaphat.Rungniwet@groupm.com SARANPORN PANRAKSAH Supervisor – Marketing & Development Saranporn.Panraksah@groupm.com NATDANAI TRAKARNVATTANAVONG Executive – Marketing & Development Natdanai.Trakarnvattanavong@groupm.com

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