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In the ‘Principles of Marketing’ class, I have learned all the basic concepts in marketing. The main focus of the course concerns how markets develop and operate in our modern society. I have learned such things as the notion of market segmentation, the classification of goods and services, and the various functions, institutions and channels of the basic market.

As one of the assignments for this course, I were ask to do a marketing plan for Nan Province, one of the province in Northern region of Thailand. My group and I came up with the objective that we will make Nan one of the most well known provinces in Thailand, where tourists can experience the true traditional culture and the enriched nature. We also have to come up with the SWOT analysis, external environmental analysis, market positioning analysis, and promotional strategy.

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  1. 1. Principle of Marketing Management Chulalongkorn University Academic Year 2008 Nan Province Marketing Strategy Presentation Assignment Submits to: Asso. Prof. Dr. Guntalee Ruenrom Project by: 504 53454 28 Pirachai Sucharitakul 504 53586 28 Wathanya Muhpayak 504 53643 28 Vinita Kasemsupapun 504 53666 28 Sarintorn Puangyoykeaw 504 53752 28 Apinun Thongpradit 504 53769 28 Orakarn Chantaramungkorn Section 11 International Program Communication management Faculty of Communication Art 1
  2. 2. ContentIntroduction 1Rationale 1Goals and Agenda 4Background Information 7SWOT Analysis 15External Environmental Analysis 22Market Positioning (STP) 31Integrated Marketing Communication(IMC) 39Conclusion 48Index 50Reference 52 2
  3. 3. Introduction 3
  4. 4. Marketing is becoming more important as organizationsaround the world strive to develop products and services thatappeal to their customers and aim to differentiate theiroffering in the increasingly crowded global marketplace. As aresult, more and more organizations are choosing to adopt amarketing-led philosophy to enable them to win market shareand capture and retain the hearts and minds of current andprospective customers. Marketing is everywhere and inevitablyimportant in everything we do. For this project, we have been asked to choose a specificprovince in Thailand and create a marketing analysis inresponse to promote it.Rational Nan is an ancient city of the Lanna-thai period, flourishedduring the same time as the Sukhothai Kingdom. It was oncecalled Nuntaburisrinakhonnan or simply Nan. The provinceitself is located in the east of the northern region borderingLaos in the north and Chiang Rai and Phayao in the south. Nanhas an important historical and archaeological backgroundbeing the home of the Phraputchaturaphak or Buddha imagethe Phumin temple with old mural painting, the Phu KhaNational Park, a beautiful area of natural resources, caves,also other antiques at Nan National Museum. Nan is one of the most traditional provinces in Thailand.With its own distinctive features and unique positioning, Nan isa very high potential “product” that needs to be nourished. Itspreserved traditions of Lanna-Thai culture are the result of thediverse population and the ongoing existence of many hilltribes in the area. As a result of Nan’s enriched culture and numeroussignificant sites, it is now under consideration for the WorldHeritage status. Administering by the UNESCO World HeritageCommittee, The list includes 878 properties of outstandingcultural or natural importance to the common heritage ofhumanity. Thailand’s current heritage sites include places suchas Historic City of Ayutthaya and Historic Town of Sukhothai. 4
  5. 5. Unlike Thailand’s current heritage sites, Nan is the only andfirst province that has been nominated to be a World’sHeritage. As a proof for its astonishment, Nan has been rewardedplenty of awards at the recent, 2008. Doi Phuka National Parkin Nan was awarded the best in nature category in theNorthern area, along with the best tourist attraction of theyear award that went to Nan as a whole. From these evidences, it is clear that why it was aunanimous decision for us to choose Nan as our province ofchoice. Nan is one of the most precious locations in Thailandand yet a lot of Thai people are still unaware of what thisprovince offers to its country and to the world. With its owntradition and culture, Nan has its own uniqueness as well as adistinctive characteristic. 5
  6. 6. Goals and Agenda 6
  7. 7. Our goal is to make Nan one of the most well knownprovinces in Thailand, where tourists can experience the truetraditional culture and the enriched nature. While doing so, wealso want to preserve the distinctive strengths and improvethe weaknesses of the province as well as preventing it fromnegative internal and external influences. After reading thisreport, you will agree that Nan is a true destination for bothleisure and educational purposes. And that the only true Thai-Lanna culture that is still left untouched and preserved shouldbe more appreciated. To successfully accomplish our goals, we have carefullyfollowed the steps in the marketing process. First, the step of understanding the marketplace andcustomer needs and wants. For this step, we have analyzedand identify the external environmental factors in which Nan,our product, have been influenced by. Consequently, we havecreated a SWOT analysis to define the strengths, weaknesses,opportunities, and threats of our product, Nan province. Second is the step of designing a customer drivenmarketing strategy. Two questions were asked during thisstep: 1) What customers will we serve? 2) How can we servethese customers best? After segmenting our potentialcustomers, as a group, we have decided that we will be aimingto target a specific audience rather than going for the mass.This will help us to be more focused and be able to satisfy thecustomer wants and needs more effectively. Moreover, withthe use of our SWOT analysis, we have differentiated andpositioned our product according to its strengths andopportunities. Furthermore, we have chosen to implement thesocial marketing concept, a concept focusing on balancing theconsumer satisfaction and the society’s long-run interests toachieve the goals and fulfilling responsibilities. Third, we have constructed a marketing program throughIMC (integrated marketing communication). In this stage, wehave used all the data that we have gained in earlier stages. 7
  8. 8. One of the most important data, STP, helped us to decide thetypes as well as the placements of our IMC that will reach ourtarget audience most efficiently and effectively, while keepingon track of our goals. We feel that this project can be very beneficial towards theprovince itself and its people, as it will help to effectivelyconstruct and implement marketing strategies. This, therefore,will help Nan to capture value from customers to create profitsand customer quality by improving and maintaining its imageas well as its consumer awareness, both nationally andinternationally. 8
  9. 9. Background Information 9
  10. 10. Nan or Muang Nan is an ancient town of the Lanna-Thaiperiod founded in 1282 A.D. Governed by 64 different rulers itremained an almost independent kingdom until 1931. Beingmore than 700 years old, Nan town and province has manyremarkable main temple such as Wat Prathat Chae Haeng, Wat Phu Min and Wat Nong Bua, as well as other interestingcultural and historical sites. Nan province is very mountainousand sparsely populated by Yao, Htin, Hmong, Thai-Lue and theprimitive nomadic Mabri or Phi Tong Luang tribe that are stillmigrating around in few remote forest areas. It is famous forits diverse population and traditional Lanna-Thai culture.Geographic Locating 668 kilometersaway from the capital, Nanprovince covers an area of11,472,076 square kilometers,2.23% of Thailand. Thisboarderprovince consists of 85%mountainous lands and 15% flatlands. 10
  11. 11. Types of land usage Total Area Percentage1. Mountainous/Forest Areas 3,437,500 Acre 47.94%2. Decaying/Old Forest Areas 2,813,980 Acre 39.24%3. Agricultural Areas 876,043 Acre 12.22%4. Residential/Other areas 43,522 Acre 0.60% The province is subdivided in 15 districts (Amphoe). Theseare further subdivided into 99 sub districts (tambon) and 848villages (muban). Mueang Nan Chiang Klang Mae Charim Na Muen Ban Luang Santi Suk Na Noi Bo Kluea Pua Song Khwae Tha Wang Pha Phu Phiang Wiang Sa Chaloem Phra Kiat Thung Chang The table below shows the neighbor provinces andcountries bordering the Nan province.North and East Laos- boarder line of 277 kmWest Prae Province, Payao Province, and Chiang Rai ProvinceSouth Prae Province and Uttaradit Province Although Nan consists of many rivers, such as the SamunRiver and the Yao River, but the most significant rivers are theWa River and the Nan River. Stretching over 350 kilometers,the Nan River is the main river flow where numerous streamsmeet. It is one of the four main rivers that make up the ChaoPhraya River, the river of Thailand. Other than its fertile nature and flourished surroundings,Nan is also one of the few areas in Thailand where air pollutionis not a problem. The result from recent air pollution testshows that only a very few amount of toxic gases were foundin the air of the local areas of Nan province. Out of theaverage of 30%, only 2% of carbon monoxide was found. As aresult, the air in Nan province is very clean and fresh. 11
  12. 12. Demographics The most recent population count, December 2007, showsthat Nan has a population of 477,381. 240,800 of these aremale, and 236,581 are female. Moreover, the data also showsthe amount of residential shelters in Nan, which are 142,559.(See figure 1). Most of the people of Nan descend from the Lan Changs(Laotians). Their ancestors moved to settle around present-day Pua district about 700 years ago at the time whenSukhothai was becoming the kingdom of the Thais. Theysubsequently moved south to the fertile Nan River basin. Nanshistory is deeply involved with its neighbors, in particularSukhothai which played an important role in both political andreligious terms before Nan became a part of Lanna, Burma andThailand in that order. Today, 10.5% of Nan populationbelongs to the hill tribes in which the people still retain highlyinteresting customs and traditions. 85% of the population has an agricultural occupation,growing corns, soybeans, green beans and rice. 58th highestaverage income in the country, residents in Nan earnapproximately 40,296 per person per year. Although commonlanguage spoken in the area is Northern Thai, certaininhabitants known as the Tin or Mal people speak a NorthernMon-Khmer or Khmuic language.Local products One of the most famous local products of Nan is theirwoven handiworks, especially clothes. The most famouspattern is the Lai Nam Lai, which resembles waves or stairs.Other designs also reflect the local artistic and creative skills.The materials are used for making dresses, colourful satchelsand Tung, a type of pennant used in religious rites. Suchproducts are widely available in town or production centres inrural villages particularly at Ban Nong Bua in Tha Wang Phadistrict. In addition, silverware, woodcarving and hilltribehandicraft are quite popular with tourist. 12
  13. 13. Nan is also noted for making musical instruments. These include the Saloh, a violin-like instrument, and the Sueng, similar to a guitar. They are used in bands, which can still be heard in certain restaurants in town where they can be bought. The leading agricultural produce is the Som Si Thong (golden oranges), which are of the same species as oranges of the Central Plain. Because of climatic differences, the local version is golden-skinned and more aromatic. They are in season in December. Figure1Districts/Municipality   Male Female Total No.  of  HousingMueang  Nan   30,833     30,189     61,022     19,735    Mae  Charim   6,885     6,492     13,377     3,452    Ban  Luang   6,175     5,928     12,103     3,509    Na  Noi   15,175     14,849     30,024     8,643    Pua   26,980     26,646     53,626     13,937    Tha  Wang  Pha   23,414     23,039     46,453     12,377    Wiang  Sa   33,765     33,032     66,797     20,528    Thung  Chang 7,522     7,466     14,988     4,280    Chiang  Klang   9,278     8,987     18,265     5,093    Na  Muen   7,636     7,317     14,953     4,041    Santi  Suk   8,034     7,692     15,726     4,288    Bo  Kluea   7,446     7,057     14,503     3,997    Song  Khwae   6,033     5,631     11,664     3,002    Phu  Phiang   17,942     17,702     35,644     11,262    Chaloem  Phra  Kiat 4,717     4,571     9,288     2,611    Mueang  Nan  Municipality 9,912     10,269     20,181     8,727    Chiang  Klang  Municipality 5,088     5,171     10,259     3,301    Thung  Chang  Municipality 1,848     1,772     3,620     1,250    Wiang  Sa  Municipality 1,509     1,692     3,201     1,051    Tha  Wang  Pha  Municipality 2,637     2,766     5,403     2,055    Pua  Municipality 5,350     5,578     10,928     3,477    Na  Noi  Municipality 1,378     1,487     2,865     1,069    Nong  Daeng  Municipality 1,243     1,248     2,491     874    Total 240,800    237,953    480,230    143,309     13
  14. 14. Common tourist attractions The Nan National Museum is housed in the palace of the feudal lord of Nan. The name of this feudal lord was Phrachao Suriyaphong Pharidet and he built the building in 1903 in order to replace his wooden house. The building was donated to the Thai government in 1931by the descendents of Chao Maha Brahma Surathada, the lastfeudal lord of Nan. At that point the building was as theprovincial hall. It was only in 1973 that the Fine ArtsDepartment started using the building and this led to thesetting up of the Nan National Museum. The museum showcases history of art, archeological findsand ethnology of the people. All exhibitions organized by themuseum focus on these aspects. The museum it divided intotwo parts -- the floor of the museum is used for ethnologicalexhibits depicting the life of the locals and minoritycommunities living in Nan Province; while the second floor isused to showcase art history and archeological finds. Nong Bua Temple is one ofThailand’s most important legacies. Itlocated around 45 kilometers from Nancity in Tambon Pakha on 1080 Nan-PuaRoad, which is a highway. According to archeologists, NongBua Temple was actually locatedaround 500 meters from its presentlocation near the Nong Bua swamp.However, the remains of the old templeno longer exist. The temple was laterconstructed at its present location andit was registered by the ReligionDepartment, which was established byMonk Sunanta and the locals in 1772. 14
  15. 15. The temple is constructed in the Thai Lanna style ofarchitecture. It is considered to be quite a rarity asarchitecture like this is hardly seen these days. The walls ofthe temple are decorated with beautiful murals butunfortunately not much is known about the history of thisbeautiful temple. All the information that is present is basedon the stories told by the elders of the village. It is believed that murals in the temple were created by anartist named Thid Bua Phan, who was from Laos. The artistcreated the paintings on request from the Nan king and hewas assisted by a monk and a soldier. It is estimated to bearound 100 to 142 years old. The other many natural attraction includes the Doi Phu KaNational Park with waterfalls, caves, and spectacular views.Mae Charim National Park also offers wonderful scenery oftropical forest and the river of Lam Nam Wa, which is situatedamong the mixed forest, and most outstanding characteristicsof variety of rapids.FestivalsNan Boat Races Nan Boat Race has been passed on for a long period of time. In 1936, boat racing was organized during the community’s robe presentation to the monks after the end of the Buddhist Lent until the time of the royal robe presentation ceremony. Nowadays, it is around mid-October or at thebeginning of November every year. The opening of the races isthe date when the food offerings are presented to the priestsby drawing lots of Wat Chang Kham Worawihan, a royaltemple. The food offering ceremony will be firstly organized.Therefore, the Nan Boat Races have come together with theTan Kuai Salak of Wat Chang Kham until nowadays. Later, theprovince added the celebration of the black elephant tusk 15
  16. 16. which is the precious treasure of Nan as well. Moreover, thereis boat racing at Amphoe Wiang Sa in the Tan Kuai SalakFestival.Wai Phrathat Festival Nan is a town in the Lanna kingdomwhere Buddhism spread for a longperiod of time. Within the area of theancient city, both in Mueang Nan and inAmphoe Pua, lie Phrathats on the hill.Every year, festivals paying respect tothe important Phrathats are organized asfollows:Tan Kuai Salak, Hae Khua Tan or Khrua Than Festival Than Salak or Kuai Salak is an ancient tradition created inthe Buddha’s time. For the northern people, it is considered asa major local merit making ceremony possessing localuniqueness. Monks are invited to receive the offerings bydrawing lots. 16
  17. 17. SWOT Analysis 17
  18. 18. SWOT analysis is an overall evaluation of the province’sstrengths (S), weakness (W), opportunities (O), and threats(T). Strengths include internal capabilities, resources, andpositive situation factors that may help the province to serveits customers and achieve its objects. Weaknesses includeinternal limitations and negative situational factors that mayinterfere with the company’s performance. Opportunities arefavorable factors or trends in the external environment thatthe province may be able to exploit to its advantage. Andthreats are unfavorable external factors or trends that maypresent challenges to performance. We analyzed our markets and marketing environment tofind attractive opportunities and identify environmentalthreats. We analyzed province strengths and weakness as wellas current and possible marketing actions to determine whichopportunities it can best pursue. Our goal is to match theprovince’s strengths to attractive opportunities in theenvironment, while eliminating or overcoming the weaknessesand minimizing the threats. Nan is a very beautiful province where rich culture andnature meet. In order to become successful, Nan needs tolearn how to use strength extensively while improving itsweaknesses, exploiting each opportunity and mitigating eachthreat. 18
  19. 19. Strengths • Have many perfect natural resources and forests • Remarkable local traditional practice which is the identity of Lanna culture • Have connection routes to the foreign countries; Laos, Southern China, and Vietnam • The highest rate of collaborate from people to develop the province, while preserving their valuble traditions passed along from the ancestors. • Interesting culture, mix many tribes + Thai + Lanna + Lao • Whitewater rafting and other activities The strengths of Nan are the perfect natural resources andforests. Nan Province consists of valuable natural resources,which is the home for plants, wild fruits and wild animals, aswell as beautiful scenery of forests, mountains, streams, andcliffs. Nan is the origin of beautiful Nan River; one of the mostexpansive tributaries of the Chao Phraya River. Nan River is ariver of western Thailand flowing southward to join the PingRiver to form the Chao Phraya. Nan’s history played an important role in both cultural andreligious terms before Nan became a part of Lanna, Lao andThailand in that order. Therefore, the history of Nan hasenriched the remarkable local traditional practice, which is theidentity of Lanna culture, mixing with Laotian and Thai,uniquely separating Nan from other provinces. Today, Nan isstill the home of numerous Thai Lue and many other hill tribeswho retain highly interesting customs and traditions. Theimportant point is that these valuable traditions passed alongfrom their ancestors are still well preserved as their treasure. Nan is mountainous surrounding so it is less influenced bythe external changes and technological advancement.Advantages of the mountains are not only the scenic view itprovides but also the great area for whitewater rafting,trekking, camping and many other activities. Nan also is acenter of all tourism. Nan has connection routes to the foreigncountries like Laos, Southern China, and Vietnam. Moreover,people are strongly cooperating with the province as Nan has 19
  20. 20. the highest rate of collaborate from people to develop theprovince.Weaknesses • Inconvenience transportation routes; most of the land is mountainous landscape • Far from Bangkok • People have problem of poverty • High rate of immigration to the capital city • Limitation of government support • Lack in development and organization especially in comfortable shelter for tourists. A weakness confronting Nan is inconvenient transportation.Most of the land is the wavy mountain area so it makes thetransportation routes quite difficult. The mountainouslandscape has added much inconvenience to the transportationof Nan. Nan is about 668 kilometers from Bangkok. It is quitefar from the capital city. Although Nan is connected by planeand by bus to the rest of the country, a regular airlineconnects Nan to Bangkok only four times a week and there isonly one flight per day. By road, it takes from 10 to 13 hours,to travel from Bangkok to Nan. Furthermore, there are notrains going to Nan. One may travel by train to Denchai (Phraeprovince) and take a local bus to Nan, some 146 km away. Nan also lacks in foundation of any unions or organizationsthat standardize and improve shelter for tourists. Anotherweakness is the poverty of the local people comprising withlesser income and education comparing to Bangkok people. Asa result, there is a high rate of immigration to capital citywhich leads to the loss of use of creativity and knowledge oflocal people as well as the loss of human resources to improvetheir hometown. Nan covers an area of 11,472 square kilometers whencompare with the other province like Chiang Mai, Nan is muchsmaller. In addition, Nan is smaller in term of number ofpopulation. Nan has hardly 500,000 inhabitants whereasChiangmai has as many as 1,700,000, approximately. Thus, asa small province, Nan itself can collect fewer tax revenue from 20
  21. 21. the people and receives a less support from government,making it is harder for Nan to develop a big project forimproving the province.Opportunities • Office of tourism << home stay+keep things in order+reserve • Keep the traditional culture whereas other famous provinces in the Northern part of Thailand such as Chiang Mai and Maehongsorn are now more commercialilzed • Some tourists are fear of the Tsunami which once devastated the Andaman coast of Thailand, so they try to avoid beaches • Green movement of the society  booming of ecotourism • Nan is nominated to be the heritage site of the world by UNESCO • More Governmental support on tourism  higher quality of shelters attracts more tourists The biggest and most honored opportunity for Nan is that itis nominated to be the world’s heritage site by the UNESCO.This confirms that the province is valueless and worthpreserving. In the social view, many people, especially olderones, nowadays long for the simple life which Nan can offerdue to tiredness of chaos in the cities – stress, competition,traffic jam, increasing cost of living, crime, etc. Furthermore, as the global campaign, the green movementaffects people’s values and lifestyles. They are more concernedabout the environment they live in and act accordingly. Thisleads to the boom of ecotourism in the past years. In addition,due to the devastating tsunami on the Andaman coast thattook away so many lives in 2004, some people including someof the victims and their close friends and families try to avoidbeaches even because they will bring back the old memoriesor they are scared that the tsunami will happen again. Thismay bring about the increasing amount of visitors in otherparts of Thailand. Moreover, other competitors such as the famous Chiangmaiand Maehongsorn of which the target market are the same as 21
  22. 22. Nan’s are now more commercialized. Pai of Maehongsorn, oncerenowned for its stunning nature and good climate, is nowholding the Full Moon Party as the one in Pattaya – which isnotorious for free sex, drugs, and alcohol. Thus, they graduallylose the charm of the place and cannot deliver what they havepromised. The last opportunity is there is Thailand has more and moreorganizations concerning the tourism to support any provinces.For example, Office of Tourism sets the standard forhomestays in Thailand and keeps them in order. The higherquality means the more satisfaction of the visitors. As well asthe OSMEP, which develops a natural camping park project toprovide financial reinforcement for those who are in thebusiness.Threats • Problem of cutting and burning the forests • “Double-standard” in the services, Thais turn their back on Thai tourism • Widespread of drug along the border of Laos • Strengthening of Baht value makes Thai tourists choose to travel abroad more • Economic recession all over the world • Unsettled political conflict  some want to stay at home for their safety // some travel to Bangkok to join the protests The problem of cutting and burning the forests representthe threat to Nan. The perfect natural resources and forestsmight be destroy and limited its opportunity to position in themarket. The forests are the home as well as sources of foodand material of the hill tribes, so the depletion of the forestposes another threat to the province. Moreover, fear of “double-standard” in service providerswho treat foreign tourists better than Thais results in manyThais turn their backs on Thai tourism and travel abroadinstead. Furthermore, Widespread of drug along the border ofLaos might stop the tourists to come to visit the beautiful 22
  23. 23. natural and traditional culture of Nan due to safety concernand bad image of the province. Additionally, the world is facing the Great EconomicDepression, even the superpower like the US and the EU. Theeffects of this economic downturn are inevitably echo to ournation, the decrease of foreign loans for an example. Then thegovernment has fewer funds in public development and insupport the economic system in the country. Many businessescannot survive and many workers are laid off. The circulationof money in the system is low. People have less money fortheir leisure time. Furthermore, the strengthening of Bahtvalue compared to foreign currencies makes Thai touristschoose to travel abroad more. The unsettled political conflict in Thailand is also consideredas a threat to tourism in Nan. Some may want to stay at homefor their own safety while some other may spend their moneyjoining protests in Bangkok and financially support the mobs. 23
  24. 24. External Environmental Analysis 24
  25. 25. Demographic forces 1. Decreasing working age of the population Despite the fact that as the time passes by the amounts ofpeople are increasing, the number of workers who are valuableresource for the nation and the young and the seniorpopulation to rely on is likely to decrease. This may lead to adecrease in the growth rates per capita in GDP, leading to thedecrease in the growth rate in Thais’ living standards. This alsodecreases the growth rate in consumption. As in 2006economic growth, of perhaps around 2.5% per year, where itrepresents a major drop from recent assumptions of long term3-3.5% real annual GDP growth. To simplify this, this is surebitter news for tourism business since people in the workingage now, whose families tend to be smaller than their parentsare, have to take care of more people. They work harder andhave less leisure time even though their money is likely to bespent for other family members who cannot earn their livings.Therefore, fewer people will be able to afford the tour bothinternationally and domestically. 2. Increasing seniors The improvement in Health Science and Technology thesedays lengthens the life span of human. Thus, the number ofsenior population is increasing. This group of population holdsthe major demand in cultural tourism and sight seeing tourismin Thailand since they have lots of time and money to spend.Most of the elderly people in Thailand longs for the traditional,simple, and peaceful lives like once they had lived in. 3. High purchasing power of Baby Boom generations The Baby Boomers generation in Thailand is now in theirlate forties to sixties. The forties and fifties are the time thatmost of the people enjoy the highest income as they are at thepeak of their careers. Many sixties are retirees that have saved 25
  26. 26. the money for the whole career life and are now ready tospend the money for their own pleasure for the hard working.These high purchasing power members of the generation arenow the heads of the families, which now much decreasing insize compared to before, who can afford the best things fortheir children including trips to travel destinations. 4. Less time for families and friends The changing Thai society affects the lifestyles and roles ofmany people. For instance, both father and mother have towork hard to earn the living while children need special classesand tutors to ensure the best study. Not only that, nowadays,time is wasted in activities such as being trapped in the trafficcongestion, using personal computer, or watching TV set.Furthermore, the globalization may keep best friends apartfrom each other in their workplaces at each side of the world.These situations have brought about only little time availableto spend together in the family and friends. Therefore, thepotential growth traveling as well as reunions of families andfriends are high. They can use the trips as opportunities to getrelaxed and keep up what they have been missing in others’lives while getting closer in to the loved ones.Economic forces 1. The Great Economic Depression in global economic As recently as October, industry leaders were dismissingthe impact of the banking crisis on travel, but events areimproving at speed. The collapse of AIG, the world’s largestinsurance company, and the US recession has pulled down therest of the worlds economic. Inevitably, Thailand also faces theecho of this economic downturn as one of many factors thatdrop down Thai economic. The world’s decreasing international leads to the smallernumber of loans available to provide to developing countries 26
  27. 27. like Thailand because the superpowers which once had a lot ofmonetary resources themselves such as the US or the EUencounter the recession as well. Or even the largeinternational organization as the IMF or International MonetaryFund that Thailand borrowed the money to levitate the TomYum Kung disease in 1997 claimed that they have not enoughfund to support the economic breakdown in many countries.The more the world economic suffers, the less support thegovernment can provide to tourist industry and the less peopleto spend their money on leisure. 2. Strengthening of Baht value In addition, the strengthening of baht value poses a neweconomic threat to not only the export business of Thailandbut also the more costly Thai tourism viewed by foreignvisitors, as well as vice versa the cheaper international trip forThai people. This can stimulate international tourism andimpact domestic tourism negatively.Technological forces 1. The abilities of the Internet to gain information and do transactions With the advanced technology, people can learn muchmore information and more quickly than before. We agree withthis view is because the technology has made people to getmaterials easier and made less complications. Firstly, the advanced technology has made people to accessto information much easier. Today, the Internet has coveredalmost everywhere. Everybody can access the Internet fromhome, or internet café, and even when they are travelingaround the world. This makes it easier for tourists to plan theirtrips by booking tickets and hotel reservations through theinternet, and also reaching any information of specific places 27
  28. 28. they want to go. The traveling and learning process is notlonger limited for elites. Today the Online Travel Industry is on the verge ofbecoming one of the most powerful and dynamic parts of thebooming Thailand’s economy partly because of its increasingnumbers of sources and channels. The Emerging Online TravelMarketplace in Thailand," estimates that onlineleisure/unmanaged business travel gross bookings in Thailandand its suburbs totaled $135 million in 2005 and will grownearly sevenfold in just three years to go beyond $1.5 billionby 2008. 2. Better and cheaper means of transportation Second, since the technological development intransportation means becomes pervasive, different parts inThailand are connected with many means of transportationavailable throughout the country – motorcycles, cars, vans,buses, trains, and planes with lower cost. As the mostexpensive mean of transportation, air travel is now enjoyed bymany tourists who have more alternatives since the boomingof low cost airline making more people who have lower budgetcan afford the tickets. 3. Media impact on people Third, technological advancement also enhances theaccessibility of the people to the media both Thai and Western.Unfortunately, today media is bombarded with sex andviolence while playing an important role in posing greatinfluence upon people. The result may be the gradual destroyof traditional practices and values and increasing rate of crime.These may bring about more people seeking in culturalattractions where the same old things are preserved and placewhere they feel comfortable. 28
  29. 29. Political forces 1. International increase in oil price Internationally, the Middle East Crisis as well as thenegotiation power of the OPEC has led the global crude oil’sprice stay high at the ceiling. Crude oil prices all over the globe are constantly soaringup, almost double the price of January 2007 and five timesthat of five years ago. This leads to higher cost oftransportation in every business and household. Thus, it canbe said that the high oil price stops people from travelling. The most significant concern facing marketers is attractingworkers to events as managers stop spending money ontravel. Last month, the Society of Independent ShowOrganizers in an online survey asked its members howconcerned they were about the impact of increased travelcosts on their business—a majority of respondents said theywere moderately to greatly concerned. Respondents also said they were already seeing the impact,stating they were sending fewer of their own staff to eventsand cutting trips from their budget; exhibitors were alsopulling back from participating in their events. Some showorganizers noted up to a 10% decrease in attendance andhigher then normal no-show or cancellation rates fromworkers. 2. Domestic unrested political conflict between the UDD and the PAD Domestically, there are the unsettled political conflictsmostly between the two extreme sides. One is the NationalUnited Front of Democracy against Dictatorship or the PAD andthe other is the People’s Alliance of Democracy. Both demandfor the true democratic political system but they viewdemocracy in different views. Many confrontation leads to the 29
  30. 30. loss of many lives, assets, and the feeling of security of Thaipeople. These negative images along with the constant coups arisein Thai politics generate the bad view of Thailand in the eyesof foreigners. Thai Airways International cut flights to Asiancountries because of a fall in passenger numbers due to thepolitical unrest and the global financial crisis. Thais have alsobeen less willing to leave home because of the political crisis.Not many Thai who want to travel at the time as well. In September the Chamber of Commerce said the politicalturmoil, if prolonged for another month, could cost theeconomy as much as 62 billion baht and might drag growthbelow 5 percent this year after 4.8 percent in 2007. However, renewed political complication in Thailand did notstop the Tourism Authority of Thailand to organize a costlyparty with invited travel media and travel agents from allaround the world to celebrate the launch of its “Visit YearThailand 2009”. Therefore, there is still a chance that Thaitourism is going to be better than in the present.Cultural forces 1. Cultural shift towards green thinking and action The global awareness about global warming in the past fewyears has generated a shift in secondary cultural value of Thaipeople. Thais are more concerns about the environment issue.They began to learn that the environment is closely combinedwith the human way of life. It is not only an important sourceof natural resources which are raw materials for industry butalso helps to maintain the balance of nature and contributes tothe happiness and well being of mankind.In the business, you can see in the largely increasingcampaigns in using cloth bags instead of plastic bags run bymany shops and department stores. Furthermore, many 30
  31. 31. companies do their SCR by growing trees or building smallwooden dams. This cultural shift proposes a bright opportunityin ecotourism.Natural forces 1. Increasing pollution The increased pollution in big cities generated from the useof transportation and industrial sectors call for the morepeople starving for more natural relaxation. Being combinedwith the more environmental concern of the public, this helpsboost the ecotourism even further. Apart from human and asset great losses, the regionalavian flu outbreak in 2004 led to the contraction of agriculturalindustry and the tsunami disaster of December 26, 2004,devastated the west coast fisheries industry. They occurred atdifferent time and place, but the same result from theseincidents and other natural forces such as flooding anddrought is the fall of tourists travel in Thailand due topsychological impact. 2. Tsunami The total value of property damage and material loss isestimated to be at least 60 billion baht, not to mention the lossof potential earnings of around 40 billion baht. After theTsunami (2005) Tourism income is forecasted to decline by 40per cent, largely as a result of repair and construction ofresorts and hotels during the year’s first quarter. After that,the situation should gradually improve. By the last quarter,when the next high season on the Andaman coast begins,there is only little hope that the tourists will return in largenumber. 31
  32. 32. However, the December 26, 2004 tsunami did generate awave of public awareness and push the government to begininstalling a network of warning system along the seashore ofThailand’s coastal provinces, which might be used as a tool torestore the trust from the beaches. Nevertheless, the networknot only requires an investment of several billions of baht forconstruction and maintenance but also raises some doubtsabout its effectiveness. 3. Bird flu (SARS) As a fatal disease that can be transmitted to human beingeasily, great impact on the number of international touristarrivals to Thailand was the SARS outbreak. The size of theimpact was estimated to be 70.02 % of normal situation andthe impact lasts for three months (April, May and June). Themost affected markets are those in East Asia (China, Taiwan,and Hong Kong). The disaster with next greatest impact wasthe Bird Flu outbreak. The size of its impact was estimated tobe 31.43% of normal situation. The duration of the impact isthree months (February, March, and April). SARS and Bird flu are once devastating Thai tourism but isnow recovered. However, if Thai authority and the agriculturalsector do not watch out carefully, the history may once againbe repeated. 32
  33. 33. Market Positioning (STP) 33
  34. 34. Marketplace of tourism today consists of both internationaland domestic tourists with the great variety of differences intheir wants and needs. Moreover, it is almost impossible forany place to have ability to serve all of these needs. That iswhen the need for marketing strategy decisions is higher asnever before. One of well-known marketing tools to help theprovincial department identify the parts of the market that itcan serve best and most profitably is STP. STP enables theprovincial department to build the right relationships with theright customers by developing marketing programs tailored tothe prospective group of tourists. STP strategy consists ofthree steps; market segmentation, target marketing, andmarket positioning.Segmenting Market segmentation is one of the steps that go intodefining and targeting specific markets. It is the process ofdividing a market into a distinct group of buyers that requiredifferent products or marketing mixes. The purpose forsegmenting a market is to allow your marketing/sales programto focus on the subset of prospects that are most likely topurchase offering. A key factor to success in todays marketplace is finding subtle differences to give a business themarketing edge. Businesses that target specialty markets willpromote its products and services more effectively than abusiness aiming at the "average" customer and help to insurethe highest return for your marketing/sales expenditures. Opportunities in marketing increase when segmentedgroups of clients and customers with varying needs and wantsare recognized. Markets can be segmented or targeted using avariety of factor. The bases for segmenting consumer marketsinclude (1) demographic segmentation (age and life-cyclestage, gender, income, family size, occupation), (2)geographical segmentation (provinces, states, regions,countries) (3) behavioral segmentation (occasions, benefitssought, user status, usage rate, loyalty status), and (4)psychographic segmentation (social class, lifestyle, values,personality characteristics). 34
  35. 35. We divided Thai tourism market into two large segmentsand three sub segments using lifestyle as the main criteria.Lifestyle is a person’s pattern of living as expressed in his orher psychographics. As researched, we found that lifestyle isthe most suitable criteria in tourism market in Thailand since itcovers the consumers’ major AIO dimensions – activities,interests, as well as opinions which are the main factorsconsidered in choosing where to go on a vacation. The first segment is a segment consisting Thai people wholike to travel abroad. These people do not travel in the countrymuch as they want to experience something new and differentfrom their own culture and environment. The most popularregions for Thai tourists to visit are Europe and East Asia. The second segment includes Thai people who like to travelin their own country. This is the segment we want to focus onbecause they are the potential tourists of Nan, so we dividedthe members of this segment further into three subgroups,also using lifestyle as criteria. First, those who like to go to the beach. They like to bathein the sun and enjoy cool breeze of the ocean. In addition,they have their interests in and enjoy activities such as watersporting or scuba diving. Ocean has more than 350,000 squarekilometer with two sides – Thai Bay side and Andaman side.The Thai Bay side is influenced by northeastern typhoon fromChina, resulting in the high season from May to November. Onthe other hand, the Andaman side is influenced bysouthwestern typhoon from India Ocean. This brings about thehigh season from November to May, the other half of the year.Therefore, the beaches in the southern part of Thailand offerbreathtaking scenery as well as many activities for fun-lovingpeople all through the year. Second, those who like to go to the mountains and bepampered by the green while cooling off with waterfalls andlistening to beautiful songs of birds. The stunning andbreathtaking scenery is also included as one of the highlightsof the attraction. Furthermore, more adventurous activitiessuch as camping, hiking, rafting, as well as watching animals,birds, insects, and plants in their most origin attract themembers of this group. The northern part of Thailand isprominent for this group since it offers many mountain ranges. 35
  36. 36. The most recommended season is winter where tourists canexperience the minus temperature, the hoarfrost, and thefamous sea of mist. However, traveling during the floodseason can be very dangerous. Third, those who like to go to the cultural and historicalattractions. Despite the fact that Thailand has its long historyof its own and is now unified as one, different parts of Thailandhave its own unique culture and history developed under otherancient Kingdoms. Lanchang kingdom was once dominated thenortheastern part whereas Lanna kingdom prospered in thenorthern part. In addition, Thailand is also a home sweet homefor many tribes that mostly settled down for generations in thenorthern part of Thailand. Nevertheless, most of the Thaisshare strong believes in Buddhist and appreciation in their owndiversified culture and history of Thai people, which cangenerate many good opportunities for the marketers.Evaluating marketing segments 1. Segment Size and Growth The size of the market is medium. Nowadays, for Thaitourism market, most people prefer to have a beach holidayrather than cultural or natural ones. One of the reasons is thatthe beaches are located near Bangkok. Therefore, the majorityof Thai population lives in the Central part of Thailand canreach the beaches easier, and of course, with the lowerbudget. In addition, tourists can visit the beaches of Thailandthroughout the year where they’ll be able to enjoy variety ofactivities. However, there is a high potential growth on theecotourism due to the green movement, which occur all overthe world including Thailand as well. People now are moreconcern with the environment than ever before, despite thefact that green areas in many provinces have been largelyexploited. Therefore, Nan, of which its nature has beencherished by the locals, has very high potential to fulfill theneed for the green of many people. 36
  37. 37. As the mercy of His Majesty the King, as a civilized society,and as democratic society, Thai people face very fewdiscrimination among different extractions and religions. Thegovernment even allows some of the tribes to have Thainationality, which means that they have the same right asours. As a result, Thai people are more open to differentcultures in Thailand than in the past. Furthermore, the nationalcampaign “eat Thai food and use Thai product” emphasizingthe importance of Thais to help each other out in economiccrisis persuades many Thais to travel domestically. Furthermore, more and more people who have lived theirwhole lives in the urban areas are becoming tired and bored ofthe chaos of the big city. People are now looking to find their“inner peace” and seek for products or services that will fulfilltheir self-actualization needs. As a result, people from theurban areas are now searching for travel destinations thatoffer attractions that respond to their need of peace and quiet.Provinces with famous temples and cultural facilities arebecoming more and more popular. With the cultural andnatural tourism growing, it is a very high potential growthmarket that should be exploit on. 2. Structural Attractiveness Nan encounters many aggressive competitors who mostlytarget the same market such as Chiang Mai and Maehongsorn.Chiang Mai is the biggest province with 20,107 squarekilometers (the second biggest province in Thailand) and hasthe most population of around 170,000 (the fifth mostpopulation in Thailand) compared to the Northern part ofThailand. Since it can be considered the capital city of theNorth, so many tourists choose it as their destination. On theother hand, Maehongsorn with the famous Pai district has offertourists beautiful environment and diversified culture, just likeNan. It also achieves part of its popularity from the famousfilm “Rak Jung” starring two superstars Film and Polla. Even though Nan faces many aggressive competitors, wedo believe that Nan can offer distinctive value and gainadvantage over competitors. In addition to rich cultures of hilltribes as well as Lanna culture that blended in with Laotianand Lanchang culture and untouched nature, the simplicity of 37
  38. 38. life in the Thai countryside will absolutely detach the touristsfrom the chaos of the city. They can take a deep refreshingbreath that they could not do for the past years, living in thecity full of pollution. 3. Company Objective and Resources Nan is the perfect blend of the rich culture and nature thatare well preserved. People as well as many tribes live theirsimple but happy lives, not exploiting the nature, but as a partof it, while keep passing the traditions from generations togenerations. The trees are still green. The nature protects thisprecious city by expanding the mountain ranges along. Theculture and nature of Nan cannot be broken apart, bringingabout our target market which combined two subsegmentstogether – tourists that prefer mountainous and culturaltourism.Targeting After segmenting the market, we can see the structure ofthe market more clearly. Then the next step is to target thepotential segment. By going after segments instead of thewhole market, Nan can deliver just the right value propositionto each segment and capture more value in return. We choose our target market that we can serve best whileconcerning with the tourists’ best interest. Instead of choosingsegments that we do not have resources such as “Nan as theentertainment capital of Thailand” or “Nan as the airplane hubof Southeast Asia”, we choose medium size but high growingcultural and natural tourism market that matches ourpotential. We concentrate on those who have their interests inculture and mountains. The lifestyle, which is used as criteria in segmenting ourmarket, can lead to the acknowledgement of other variables aswell. For example, people of the same age, geographical area,or social status tend to have the same interests, activities, oropinions about things around them. Therefore, we concludeour target into the following chart. 38
  39. 39. Demographic • any age and life-cycle • any gender • middle to high income • any races/nationalities especially ThaiGeographic • any regions in ThailandPsychographic • mountainous and cultural tourism preference lifestyle • open, outgoing, friendly, adventurous, culturally, historically and environmentally appreciative personalitiesBehavior • occasions  all year long except the flood season and especially the high-season in winter and long weekends • benefits sought  peaceful and traditional environment and society Demographic: Since the activities in Nan are not confinedto any specific types, anyone in the family can enjoy the trip.The seniors may want to appreciate and visit temples andother historical sites whereas the youngsters may excite withrafting and hiking. The note we want to make is that in settingthe income of the target market from middle to high, we aimfor educated people. Our propose is to let the touristsappreciate the beauty of Nan, not to commercialize Nan. Wethink that educated people are more likely to concern of theenvironment and culture. Geographic: Tourists from all over the country can visitNan. Nan is accessible through many ways of transportation -buses, cars, trains, or airplanes.Positioning The last step in STP is market positioning. This can beconsidered the most important part of the process. Marketpositioning differentiates our province from other provinces. Ifsuccessful, the position of our province will make us standoutand make the tourists want to come visit Nan, which will 39
  40. 40. surely bring benefit to our province in return. As we carefullyobserved along the process, we positioned Nan as a truemixture of rich traditional culture and the blessing nature. According to our SWOT analysis, Nan offers variety ofcultures and natural sites. Therefore, we will position Nan as aprovince of true mixture of rich traditional culture and theblessing nature. Nan offers more than just a travel destination,but also a chance for visitors to experience the numeroustraditional hill tribe cultures, mostly Lanna-Thai, which theycan’t find elsewhere. Rather than aiming at delivering customers functionalbenefits like any other provinces such as providing the touristscheap souvenir shops, we concentrate on emotional benefits ofour tourists. A trip to Nan can strengthen the relationshipamong family members by providing a variety of activities thatattract every family members of different age. Seniors may goto see historical and cultural attractions while youngsters dorafting or trekking. The variations of activities in Nan offermixes of benefits tourists can choose from. Of all the reasons mentioned with a focused target marketand well-positioning, we believe that it is not hard for Nan todeliver beautiful nature and rich culture as it promised and bethe leader of the cultural-ecotourism in Thailand. To achieveour target positioning, our positioning will be reflectedthroughout all of our IMC strategies. 40
  41. 41. Integrated MarketingCommunication (IMC) 41
  42. 42. As stated in the introduction, our goal is to make Nan oneof the most well known provinces in Thailand while preservingthe distinctive strengths and improve the weaknesses of theprovince as well as preventing it from negative internal andexternal influences. We, therefore, want to focus onemphasizing on the image of Nan, which is its traditionalLanna-Thai culture and remarkable natural sites. To effectively increase the awareness of our product, Nan,we must construct and implement effective marketingstrategies and campaign. This can be done by creating anefficient integrated marketing communication (IMC). We mustdeliver a clear, consistent and compelling message in all thetools we used.Slogan We’ve realized the importance of a good effective slogan,as it will take us to another level in communicating our ads toour audience more effectively. After coming up with several possible slogans, we havemade our decision to use:“Explore Nan, where beautiful nature and rich culture meet” The reason for choosing this particular slogan is that, asstated earlier, our positioning of Nan is a province of truemixture of rich traditional culture and the blessing nature.Therefore, we have chosen a slogan that is not only bestreflect our positioning, but also eye-catching and easy toremember. We have chosen the word “Explore Nan” to be our maincatch phrase as it is simple, easy to remember, but yet eye-catching. It conveys an inviting feeling, welcoming theaudience to visit Nan and persuade them to want to get toknow more about Nan. The second part of our slogan, “wherebeautiful nature and rich culture meet”, communicates ourpositioning and the strengths of Nan very clearly andeffectively. 42
  43. 43. Our slogan will be placed in all of our ads and otherpromotional tools.Media channel Strategy As our media campaign and strategy will very much aimedto a specific group of audience, not to the mass, we want toonly choose several media strategies and channels. Stated earlier, our target market are the people who enjoymountainous and cultural tourism. They also haveadventurous, culturally, historically and environmentallyappreciative personalities. Therefore, if we want tocommunicate our product effectively to our target market, wewould have to feature our promotional tools through the mediachannels that are able to reach them effectively and efficiently,particularly those that share the same target market as ours. The table below shows examples of some of the mediachannel we want our ads to be featured on.Websites Magazines Television Outdoor Channels/progra supply ms shops• http://thai.t • Anywher • Destination • The ourismthail e Thailand North Magazine • Backpacker Face• http://www • Nature • The Amazing • Oakley .gothailand. Explorer Race com/ • The Amazing Race Asia 43
  44. 44. Aiming at a specific group of audience is not the onlyreason why we chose to promote our ads in only several mediaand not other mass media such as billboards and radios. Eventhough high level of advertising may result in high level ofsales, in this case visitors, high level of advertisements maybring negative results to the province. Obvious examples are Chiang Mai and Chiang Rai. Thesetwo provinces used to be one of the most beautiful provincesin Thailand. However, too much advertisement brings alongwith it commerciality and negative external influences.Traditional practices of the hill tribe people in the area that hasbeen passed down from generations to generations are nowfading away. Traditional cultures and historical sites arereplaced with technologies and entertainment facilities.Consequently, nowadays, less and less ecotourism tourists,our target market, choose these two provinces as their traveldestinations. For these reasons, we feel that with too muchadvertisement or commerciality, Nan may end up likeprovinces such as Chiang Mai or Chiang Rai. Therefore, wewant to limit the media exposure of the province in order topreserve the province’s positioning as much as possible.Advertising For this particular promotion tool, we have created a printad, a brochure, and a commercial. We feel that theseadvertising tools are the basic advertising strategies that arerelatively effective and worth its costs. 44
  45. 45. First is the print ad. The advantage of a print ad is thataudiences are able to see more than just boring text. As aJapanese philosopher stated, a picture tells a thousand words,we, therefore, chose a picture that best convey the image ofNan. As you can see, our print ad reflects our positioninggreatly, as it responds to our slogan very well. Our first ad is agorgeous picture of a mountain view of Nan’s sunrise. Thisrepresents the first part of our slogan, “beautiful nature”. Oursecond ad obviously represents the second part of our slogan,“rich culture”, as it features three beautiful Lanna-Thai girls.Our print ad will be featured in a lot of our media channelstrategy, including magazines, outdoor supply shops, andwebsites. Second is the brochure. The brochure offers both picturesand more detailed information about the province to thecustomers. We have included a brief history of the province,information on must-see sites, as well as maps and pictures.Our aims in making this brochure are to help those people whowant to learn about the province more or are interested invisiting the province but not sure where they should visit orwhat activities/festivals are available for them during theirvisits. Moreover, we have also included a checklist of Nan must-sees sites. Visitors can use this checklist to guide them, duringtheir stay, making sure that they don’t miss out on anyfamous places of Nan. The checklist encourages visitors to visitall of the famous attractions and have a little fun along theway. These brochures will be available in travel agencies, PRevents, as well as local facilities. The brochures will also be 45
  46. 46. available in many languages, to suit the needs of visitors fromall over the world. Third is the commercial ad. This commercial ad is basicallybased on a very traditional Lanna-Thai image, our positioning.The commercial shows different parts and features of the Nanand what it has to offer. The commercial will be place duringcommercial breaks of traveling TV programs such asDestination Thailand, Backpacker, and The Amazing Race. Thereason that we decide not to place our commercial incommercial breaks of primetime shows is that we only want toaim our commercial toward our target consumer and not themass. As these programs share the same target audience asours, the commercial, therefore, would reach them veryeffectively and efficiently. For all of these advertising tools, we feel that we want tocombine two types of media timing strategies together,continuity and pulsing. While we want to continually promoteour ads through specific media channel, we also feel that theads would be very effective if, during the high season, weincrease the frequency of the exposure of our ad up a little bitmore.Public relation As our IMC objective is to make Nan one of the most wellknown provinces in Thailand, public relation will help usemphasize on boosting the image. Every year, at the Queen Sirikit Centre on Sukumvit Road,Tourism Authority of Thailand organizes a convention in whichhotels and tour agencies set up booths to promote and offercustomers with special promotions. This is a great opportunityfor us to get to our target customers directly as people whocome to these kinds out events often are those people who areinterested in traveling in Thailand. Moreover, during the period of the TOT convention,everyday there will be various events happening in the mainhall as a highlight of the fair. We, therefore, see an 46
  47. 47. opportunity for us to organize an event of Nan to help furtherpromote the province and create awareness of our positioningto the customers.Explore Nan Event, at the TOT conventional fairObjectives 1. Encourage the production and sales of agricultural products as well as local products (OTOP). 2. Promote and preserve local cultures and traditional practices of various hill tribes. 3. Promote tourism in NanActivities • Appearance of Miss Nan • Games/activities booths • OTOP and other local product shops • Performances from local hill tribes • Nan Fashion Show During the event, various types of sales promotion toolscan be used. Plane tickets discounts or hotel reservationdiscounts can be given out during the games/activities events.A free 3 days-2 nights in Nan tickets can also be given out.This will attract the people around the area and increase thechance of them to check out all the events that has beenorganized. The fashion show can also help to attract youngaudiences, as we will be using celebrities and famous high-society people as our models. The clothing in the fashion showwill all be made by the local people, using local materials, andall clothes will be sold at the event as well. Samples anddemonstrations strategies can also be implemented in theOTOP and other local product shops to increase sales andpromote interests in Nan’s product.SMS Advertising Strategy We have realized the significant of mobile phones towardsthe people in today’s technology-driven life. Therefore to 47
  48. 48. promote our event at the TOT convention, we will not onlyplace posters and our commercial around the convention, butalso use an SMS advertising strategy. Basically we will be sending text messages to targetpotential customers, informing, as well as persuading them, tocome to the event. As the audience receiving the SMS can bechosen, we can directly send our ad to our target consumers.This information of these potential customers can be retrievefrom the information given by our customers from ourprevious PR events. Thus, we won’t be wasting our moneyadverting to the mass and has no control over who will receivethe ad. The goal of SMS advertising is to create awareness ofthe event and persuade the target customer to come andparticipate.Ecological Communication StrategiesTree-Nation Project Cooperative Social Responsibility (CSR) is a new trendwidely used in many companies to attract the customers. Asenvironmental downfalls are now taking its toll worldwide,people are now more cautious in everything they do and wantto do their parts in helping. Consequently, customers are nowmore appreciated towards companies that concern the societyand environment than those who don’t. Tree-Nation is an ecological project with its own onlinecommunity in which customers can buy their own tree andbecome the guardian of a real tree that will planted in theirchosen location. With over 45000 members and 40670 treesplanted, Tree-Nation offers a very successive and fun way ofpersuading people in the today’s technologically driven worldto make a change by just a click. Tree-Nation uses mapping technology in a way that hasnever been done before. Customers will be able to choosetheir own tree, from numerous options, as well as name them.After purchasing your plant, a real tree will be planted to your 48
  49. 49. selection of location. Not only that, purchased trees will alsobe planted on the virtual map, which customers can accessdirectly through the website. This virtual map offers thecustomer to be able to watch their trees grow and develop.After researching on this particular project, we feel that itwould be a very innovative way to achieve our main goal,which is to make Nan one of the most well known provinces inThailand while preserving its distinctive strengths, beautifulnature and rich culture. According to the demographic of Nan,39% of its total area is now decaying/old forest. Therefore, wefeel that by adopting the strategy used by the Tree-Nationproject, this will not only build a more positive image for theprovince, but also improve the environment of the area and dowhat’s good for the society.Key Benefits: - Positive branding & eco-Marketing opportunities. - Environmental improvement in the area - Differentiate from the competition-innovative strategy 49
  50. 50. Conclusion 50
  51. 51. After carefully researching and analyzing our SWOTAnalysis, external environmental analysis, STP Marketing, anddeveloping promotional strategies (Integrated MarketingStrategy) that fit to the target market and potential of theprovince, we are strongly convinced that we will successfullymarketing NAN into the minds of tourists as the best place toexplore the true blend of beautiful nature and culture as in outmotto says “Explore Nan: where beautiful nature and culturemeet”. Today, many provinces which have the same selling pointslike Chiang Mai and Maehongsorn are more commercialized, sowe believed that Nan with its well-preserved perfectcombination of traditions and environment, along with itspeaceful atmosphere, fresh air, and simplicity of way of life,that passed along as the province’s priceless treasure fromgenerations to generations will win the tourists’ hearts. Weemphasized that at Nan people of all tribes and cultures livetogether as a part of the nature. As the result, we will outlastthem, not only in terms of our offer, but in terms of ourmarketing and our business strategy. In the future, we willbecome the most well-known province for the beauty of natureand enriched culture in the North of Thailand. 51
  52. 52. Indexads, 40, 41, 42, 44 Geographic, 8, 37advertisement, 42 globalization, 24advertising strategies, 42 goal, 5, 16, 40, 46, 47awareness, 28, 30, 40, 45, government, 12, 18, 19, 21, 46 25, 30, 35Baby Boomers, 23 IMC, 5, 38, 39, 40, 44commercial, 42, 44, 46 income, 10, 18, 23, 29, 32,commerciality, 42 37Company Objective and integrated marketing Resources, 36 communication, 5, 40consumer awareness, 6 Marketing, 2, 39, 47culture, 2, 3, 5, 8, 16, 17, marketing analysis, 2 19, 21, 33, 34, 35, 36, marketing strategy, 5, 32 37, 38, 40, 43, 47 media channel, 41, 43, 44demand, 23, 27 media strategies, 41Demographic, 23, 37 media timing, 44Demographics, 10 opportunities, 5, 16, 24, 34,demonstrations, 45 47differentiate, 2 persuade, 40, 46economic crisis, 35 positioning, 2, 32, 37, 38,Economic Depression, 21, 40, 42, 43, 44, 45 24 potential growth, 24, 34, 35ecotourism, 19, 29, 34, 38, promote, 2, 32, 42, 44, 45, 42 46environment, 16, 19, 28, promotion, 42, 45 33, 34, 35, 37, 46, 47 promotional tools, 41external environmental, 5 public relation, 44 52
  53. 53. purchasing power, 23, 24 SWOT analysis, 5, 16, 38sales, 32, 42, 45 target market, 19, 36, 37,Segment Size and Growth, 38, 41, 42 34 threats, 5, 16segmentation, 32 tourism, 17, 19, 20, 21, 23,segments, 33, 34, 36 25, 28, 30, 32, 33, 34,slogan, 40, 41, 43 35, 36, 37, 41, 45, 51social marketing concept, 5 weaknesses, 5, 16, 40social status, 36 World Heritage, 2STP, 5, 31, 32, 37strengths, 5, 16, 17, 40, 47Structural Attractiveness, 35 53
  54. 54. References - - 54