17. SWOT Analysis
• Strength
– Not far from Bangkok and it is the transportation center for
Midland, East and Northeast
– Full of various natural environment
– Attractive natural places such as Khao Yai Natural Park , Tap-lan
Natural Park
• Weakness
– Dry Climate
– Unknown province
– Fallen the map system
– No attractive history place
– No good management of museums
– Undeveloped attractive places and shops
18. SWOT Analysis
• Opportunity
– Convenience Main Road
– Full of herbal medicine and the trend of Health Conscious is
much interesting
– Government supports for Thai travelling, agriculture ,
domestic products , SMEs and industry development
– Travelers love more travelling with cultural and natural style
• Threat
– Decreased economy
– Obstructs for Travelling such as Confliction in Thai Politic,
H5N1 Flu (2009 influenza)
– Fluctuating agricultural price and not easy to follow market
status
21. STP Analysis
• Segmentation
– Health Conscious people with attention to
Herbal Medicine for their bodies and serving as
the souvenir
• Targeting
– From questionnaires, our target : Female +
Internet Lover + Health Conscious (Herbal
Medicine)
22. STP Analysis
• Positioning
– Concept of “Natural Herbal Medicine” . Then
Focus on Apaiphubet Herbal Medicine and
Ancient Hospital
– The main reason is that we need to start with
the small size first and the channel is Social
Media due to be not much expensive
25. Brand Strategy
• Short Term Strategy
– Target: Female + Internet Lover + Health Conscious
(Herbal Medicine)
– Objective: Creating Brand Awareness , Increasing Sales
for Apaiphubet products
– Implement: Social Media such as Website
26. Brand Strategy
• Middle Term Strategy
– Target: Prachinburi People
– Objective: Creating Brand Resonance and Expanding
to the Alternative Medicine (starting step-by-step)
– Implement: Most below the line (Focus on Internal
Marketing)
27. Brand Strategy
• Example:
– Road show with blending free health-check and APB
introduction
– Distributing the Product Samples with charming
package
– Renovating the Dongbang Village with attractive
environment –both education and travelling
– Event Marketing: Herbal Competition, Outdoor Sports
28. Brand Strategy
• Long Term Strategy
– Target: Worldwide
– Objective: Building APB as the Generic Name for
Alternative Medicine in customer’s mind.
– Implement: Integrated Market Communication : IMC
29. Brand Strategy
• Example:
– Improving Social Media such as Website (more updated, attractive,
easy to understand)
– Renovating the map and adding APB introducing as the sign of
Prachinburi Province
– Coordinating both APB and Department of Forestry to improve
guesthouse closely waterfall as the Spa such as Thai Massage
– Building Call Center for Health consult both Scientific and
Alternative Medicine
30. Brand Strategy
• Example:
– Sponsor the travelling TV program and popular radio
– Expanding APB branch (product and service) into both ending
consumers and Spa shops
– Promoting booth of APB and Prachinburi via TAT Road Show and
Annual Prachinburi Festival
44. "No one's going to
say Obama won the
election because of
the Internet but he
wouldn't have been
able to win without it,"
Julie Barko Germany, IDPI
(Institute for Politics
Democracy & the Internet)
49. Nowadays internet is Social Media
In…
1 Minute… More than 20 hours of Videos
uploaded
1 Hour… More than 40,000 blogs posted
1 Day… Millions of keywords searched
50. “Social Networking that matters is helping
people archive their goals.
Doing it reliably and repeatability so that over
time people have an interest in helping you
achieve your goals”
Seth Godin
52. Consumer Generated Media
various kinds of media content, publicly available,
that are produced by end-users. Also called User-
generated content.
User generated content has also been characterized as 'Conversational Media', as opposed to
the 'Packaged Goods Media' of the past century. The former is a two-way process in contrast to
the one-way distribution of the latter. Conversational or two-way media is a key characteristic of
so-called Web 2.0 which encourages the publishing of one's own content and commenting on
other people's.
54. “A business has two – and only
two – basic functions :
marketing and innovation.
Marketing and innovation
produce result : all the rest are
costs”
Peter Drucker
64. “While great devices are invented in
the laboratory, great products are
invented in the marketing
department”
William H.Davidow
Former Senior Marketer,
Intel and author