This document discusses the beer market in Thailand. The top five beer brands by sales volume are Heineken, San Miguel, Beer Chang, Asahi, and Corona/Erdinger. Heineken has the largest market share at 14.1%. The document then discusses Rabbit Beer, a new beer brand in the market launched by RB. RB has a marketing budget of 600 million baht and plans to use various strategies such as branding, social media, public relations, and road shows & events to promote Rabbit Beer as a premium beer. Their goal is to capture 5% of the Thai beer market within three years.

3. ,

8. 14.1%
23.7%

9. :

11. :

18. Heineken
/
45-80
/
/
/
-

19. San Migue
/
30 – 40
/
Beer Chang
Export
/
/
40-60

20. Asahi
/
60 – 120
Corona/Er
dinger
/

21. 2554
50%

22. 100% ,
5%
640
330
500

23. ,
,
6.4 %
640

24. ,
5.0 %
640

25. ,
4.2 %
640

30. 45.7 %
39.2 %
10.7 %

31. :
26
2551

32. 2
61.0
32.7

40. (Cosmopolitan)
Spy Wine Cooler
BACARDI
Cocktail)
Wine)

43. Business Overview
600

45. 




Brand Image

46. 



Brand

47. 








48. 






50. 



23

52.  First Jobber

20,000

Social
Network

54. RB

55. RABBIT BEER

59. TAYLOR SWIFTY

60. 4P’s

61. 




640 ml
330 ml
500 ml
330 ml
5

62. 640 ml. = 120 Baht
330 ml. = 90 Baht
330 ml. = 70 Baht

78. Social media
maketing)
,
,
Facebook),
Twitter),
Youtube),
Flickrs)
: http://www.advancedinfomedia.com/socialmedia.php

81. Image)
RB
Silverlake
Winery Pattaya

84. 30
PR

85. RB
RB
Taylor Swift's 'RB' tour in
Bangkok

86. Road show & Event

87. Premium