Marketing Thailanda,date genrale

Thailand“Where Fantasy Comes to Life”

Content• Project Objectives

• Project Summary

• Logo & Slogan

• Marketing Analysis– Target Market– Marketing Background

• Thailand Overview Background

• Thailand Situation Analysis

• SWOT Analysis

• Competitive Analysis

• Integrated Marketing Communication - IMC Selection

• Advertising: • 2 TVCs• 4 Print Ads • 2 Radio Spots • Out-of-home

• Public Relations: • Events • Scoop• Brand Ambassadors

• Sales Promotion:• Discount• Membership• Give Away Prizes

• Interactive: Website, Call-center, Banner

Content

• Budget Allocation• Creative Materials - 4 Print Ads - 2 TVCs - 2 Radio Spots

• Media Plan:- Media Selection & Rational:

• TV, Radio, Newspaper, Magazine, Out-of-home,Interactive & Alternative

• Media Tactics: - Overall Media Strategy :

• Coverage• Seasonality• Working media Budget - Television

- Radio - Newspaper - Magazine - Out-of-home - Interactive

- Working Media Plan (vehicles selection):• TV, Radio, Newspaper, Magazine, Out-of-home, Interactive & Alternative

PROJECT OBJECTIVES

1. Attract more tourists

2. Create positive perspective of Thailand

(re-branding/ correct bad images perceived)

3. Widening the perspective towards Thailand

(Show new attractive sides of Thailand)

PROJECT SUMMARY

• The project is to promote Thailand tourism in both Thai people and foreigners by increasing awareness and creating positive perspective of Thailand through integrated marketing communication which will be launched in a 3-month period of time.

Logo & Slogan

• Logo

• Rationale: Use Kin-Na-Ree as the logo because she is a Thai fairy character from a Thai myth. So she’s well represent the theme of the project.

• Slogan: “Thailand: where the fantasy comes to life.”

• Rationale: Everyone may once dream of being some place beautiful like being in a fantasy world. So the idea is to show Thailand as a place where got those supportive opportunities which bring their fantasy comes to reality.

Marketing Analysis

TARGET MARKET Both Domestic and International:

• Domestic: 18-25 years old (college students to first jobbers)

• International: 17-35 years old (college students to working people)

Characteristics:• Middle-class to Upper-middle class • Collectivism• Outgoing• Down-to-earth

• Adventurous• Explorative• Nature lovers • Economized

Target (Collage)

MARKETING BACKGROUNDMarket trends and overview

“Thailand Overview”

• Background

• Situation analysis

DATA: Thailand

LocationSouth-East Asia.

Area513,115 sq km (198,115 sq miles).

Population64 million (2005).

Population Density124.7 per sq km.

CapitalBangkok. Population: 9.4 million, including Thon Bury(UN estimate 2005)

GovernmentConstitutional monarchy.

Thailand background

• Thailand has a rich and colorful culture, and many exotic monuments and stunning beaches, which draw millions of visitors each year, ranging from budget-conscious backpackers to those seeking luxurious pampering in a spa.

• Buddhism is a way of life here and with the reverence the people have for the monarchy, a dynasty that has maintained the independence of the country for centuries, the result for the Thais is a blend of tradition with contemporary living.

• dynamic Bangkok, a city that is larger than life, with its futuristic high-rise buildings juxtaposed against the glittering Grand Palace.

• Traffic and tranquillity, beaches and bargains, ancient palaces and stunning temples

Thailand background

• Beyond urban Thailand are flat plains carpeted with rice paddies and dotted with tiny villages, mountains of luxuriant teak forests where elephants once roamed wild, long stretches of white-sand beach, acres of coconut palms and rubber plantations, and clear-blue waters against towering rock cliffs. Rural life is languid and hospitable, and behind every warm Thai smile there is true kindness.

Thailand background

• Outdoor-adventure opportunities abound: sail, paddle, dive, and snorkel in the sea; trek to villages; ride the rivers; or go on four-wheel-drive adventures in the rugged upcountry.

• Rural Thailand is ripe for exploration by bus, train, car, motorbike, and boat, and visitors are limited only by their tolerance for adventure.

Thailand background

• Geography:Thailand is bordered to the west by Myanmar and the Indian Ocean, to the south and east by Malaysia and the Gulf of Thailand, to the east by Cambodia, and to the north and east by Laos. Central Thailand is dominated by the Chao Phraya River.

• Bangkok:Over the last decade or so, the self-styled Land of Smiles has grown from being mainly a backpacker preserve to become one of Asia's most popular tourist and business playgrounds.

Thailand background

• Language:Thai is the official language. English is widely spoken in urban area, especially in establishments catering for tourists.

• Religion:The vast majority adhere to Buddhism , 5% are Muslim and there are Christian and Hindu minorities.

Thailand background

• Recent history:

- Thailand’s recent past has been characterized by economic boom and bust, unstable government, unrest in the Muslim south and the effects of the December 2004 tsunami disaster. - This time, though, a civilian prime minister was installed, and following this, despite various government collapses and allegations of corruption in high places, parliamentary democracy prevailed until September 2006 when there was a peaceful military coup.- Prime Minister Thaksin Shinawatra was forced to stand down, his term of office since 2001 being constantly marred by accusations of corruption. - Civilian government was restored to Thailand and the new elected prime minister Samak Suntorvech.

Situation Analysis

Situation Analysis

• For all this, Thailand has risen above economic collapse in 1997, SARS, avian influenza and the devastating tsunami in December 2004 to become a hugely popular destination on the long-haul tourist trail, possessed as it is of great natural beauty and a very rich cultural heritage.

• Suvarnabhumi, The opening of Bangkok's space-age airport, with the capacity to handle 45 million travelers a year and eventually 100 million with planned expansion, will only make Thailand a more convenient destination, recent political turmoil notwithstanding.

• Thailand’s Economics:

: Baht Currency Appreciation Thai Government concern about the very strong value of Thai currency which appreciate to 30.82 per 1 U.S. Dollar.

: This appreciation might affect investment from foreigners in Thailand. And also, it may increase the cost on expenditure in Tourism

: Increase in oil price which affect the whole business chain. Resulting in increasing transportation price and overall price in goods and services.

Situation Analysis

• Political Situation:

: The current political situation lacks of instability, even though there is an elected government. Thailand is also one of the countries which have the most corruption in the world. Moreover, the situation at the southern part of Thailand is still severe.

These affect on how other countries think about our country in term of accountability and security, and also affect on the economy which directly have a huge impact on the tourism.

Situation Analysis

• Tourism Situation:: Vietnam nips at the heels of Thai tourism Vietnam is poised to become the most challenging rival to the

Thai hospitality business in the near future due to the country's ability to attract investment and develop well-trained staff.

: Some Coalition with other countries within region

: TAT, Visa to woo Chinese In a bid to capitalize on the Olympics, the Tourism Authority

of Thailand (TAT) has joined with Visa International (China) to beef up marketing to attract Chinese visitors during the period.

Situation Analysis

• General:

: Thai Oil Plc (TOP) looks to cut costs. TOP,a unit of the oil giant PTT Plc, has joined with

Chulalongkorn University to develop new petroleum products, aiming at optimising its oil-refining business.

: CRIMINAL INVESTIGATIONS.The Department of Special Investigation (DSI) wants a regulation issued to enable it to automatically oversee all criminal investigations related to human trafficking rings.

Thailand Current Situation

MARKETING BACKGROUNDSWOT Analysis

“Thailand”

• Strengths: 1. Festivals

2. Great food

3. Friendly people

4. Rich culture – Buddhist, Temples, Historical places

5. Suvarnabhumi - capacity to handle 45 million travelers a year and eventually 100 million with planned expansion, will only make Thailand a more convenient destination

SWOT Analysis“Thailand”

• Weakness: bad perception of

1. Traffic jams

2. Insufficient transportation system

3. Instability of the country: Conflict of the South, The 2007 Coup

4. The status of developing country


• Opportunities: Attractions: beaches, mountains

• Outdoor-adventure opportunities abound: sail, paddle, dive, and snorkel in the sea; trek to villages; ride the rivers; or go on four-wheel-drive adventures in the rugged upcountry.


• Threats:1. The world economic drop

2. Other countries in South-East Asia (Malaysia, Vietnam, Cambodia, Indonesia, etc.) where they have similarity in geography

Competitive analysis

• Direct competitors: Countries that share similar characteristics to Thailand, within South East Asia

1. Malaysia

2. Indonesia

3. Sri Lanka

4. Vietnam

5. Cambodia

6. Laos

1. Malaysia Attractions:

eg. Kuala Lumper, Melaka- Historical city, Sarawak

(eco-adventure destination)

-beautiful beaches

-coral reef : Sipadung

-more developed than Thailand

-People are more fluent in English

Festival:

November

- Penang International Lantern Festival

(similar to Thai’s full moon party )

- Paintball World Cup Series Asia 2008


2. Indonesia: The largest archipelago in the world- Beautiful beaches and sea:

- Snorkeling + deep-diving for blossom coral- exploring sunken ships and wrecks from

World War II- Bali- Surfing in the west monsoon (October to March)


3. Sri Lanka – a land like no other• Anuradhapura - Urban Culture – ancient city• Hikkaduwa – snorkel• Trincomalee -Sunny weather throughout the yearACTIVITIES• Hiking and Trekking• Diving• Rock climbing• Canoeing and Kayaking• Paragliding• Ballooning• White water raftingFestival• December• Adam’s Peak- many religions climb the mountain to invoke

blessings


4. Vietnam- Beautiful beaches and mountains

eg. Halong Bay, Ho Chimin City- Cultural- Freshness in natural resource


5. Cambodia- historical/ ancient attractions

eg. Ankor Wat as one of the Seven Wonders of the world


6. Laos- Natural attractions: mountain- Newly opened country- Historical attractions eg. Luang Prabang



• Indirect competitors: 1. shared characteristics, but higher in expenditure for

travelers:- Beautiful beaches: Maldives, Hawaii, French Riviera, Mediterranean

2. different characteristics countries perceived as: - High technological : Japan, Germany, etc.- Architecture attractions : France, Italy, Belgium, Spain, etc.- Shopping paradise: Hong Kong, Singapore

Integrated MarketingCommunication

Overall IMC strategic objectives

1. To increase the percentage of Thailand’s tourism by 5% annually based on last year visitors

2. To increase the awareness of the country to those who exposed to the ad

3. To educate audience about Thailand

4. Create good image of Thailand through the use of IMC

IMC Selection

1. Advertising

2. Publics Relation

3. Sales Promotion

4. Interactive

1. Advertising

Aims to:1. To introduce and educate to those who do not know Thailand well2. Increase awareness and interest in audience3. Induce people to visit

Tactic:Use metaphor compared reality and fantasy world in narrating the story

1. Advertising

• 2 TVCs:

- 1 focuses on female, 1 focuses on male

- Promote internationally

- Both ads stories are relating to each other • 4 Print ads:

- Use all 4 to promote both domestic and international

• 2 Radio spots:

- Use all 2 to promote domestically around Thailand

1. Advertising

• Out-of-home:- Promote domestically in billboards, transits, and posters- Word-of-mouth / Buzz for both domestic and internatiomal- Product placement in movies (as location)

1. Both international and Thai movies2. Promote Thailand in a good wayInbound: Foreign movies shot in Thailand eg. The BeachOutbound: Thai movies export to other countries eg. Suriyothai

2. Public relations strategy

Aims to:

1. Stimulate interest by allowing target audience to participate in the events through playing games and answering easy question

2. Inform unique selling point and promotional program to stimulate sales

3. Reinforce advertising message

4. Create positive feelings

5. Help promoting those allied hotels and resorts

2. Public relations strategy• Events:

- Promotional booth at entrance of Siam Paragon Department Store- Launch on Sunday of the first week of the campaign period and on the weekend of every month

1. In the events, information will be provided and also sales promotion will be offered.

2. Only the first event will be the opening of the campaign which will have two ambassadors coming to promote the campaign

period September October November

Event @ Paragon

• Scoops:

- Have the ambassadors be the guests in TV programs, participated with the programs

- The core of the selected programs are adventurous traveling style

1. Navigator (CH3), broadcasts only on national holiday. During the launch period, there is only one day: the 23th Oct.

2. สารคดีท ่องเท ี่ยวท ั่วท ิศก ับ ททท . (Traveling Around the Country with TAT) CH11, every Wed. 9.55-10.05 p.m.

3. เท ี่ยวละไม ไทยแลนด์ เว ิร ์ด (Teaw La-Mai Thailand World) CH3, every Sun. 6.25-6.55 a.m.

2. Public relations strategy

Brand Ambassadors

Rationale: Both are well-known singers for Thai Youth and never have any bad reputation in the eyes of people. Their characters are most suit with the campaign’s target.

3. Sales promotion strategy

• Aim to:

1. Stimulate people to purchase for tourism

2. Capture people’s attention to the campaign

3. Increase the percentage of domestic tourism

4. Create positive feelings and preferences


• Discount promotion:

- Ally with hotels and resorts for promotional prices by asking them to support and TAT will promote their hotels and resorts through events and booths TAT is about to arrange

- How much percent discount depends on willingness of each hotel and resort

• Membership cards:

- Ally with Thai Airways:

Royal Orchid Plus member card get additional 5% discount on top

Rationale: co with Thai Airways would reinforce the image of promoting Thailand tourism


• Give away prizes:

- Supported by allied hotels and resorts (discount, free rooms)

- Example of prizes: package tour, hotel package, and travel with the ambassadors

- Win the prizes by winning games and answering quizzes through:

1. Events

2. Allied TV and radio programs

Eg. Green Wave(106.5), Seed(97.5), Navigator(CH3)


4. Interactive/ Internet• Aim to:

1. Create awareness and remind people about the campaign

2. Provide detailed information about Thailand and the campaign

3. To facilitate people by offering and recommending further services

4. Create buzz among surfers

4. Interactive/ Internet• Web sites:

- www.tourismthai.org

• Call Center:

- TAT Call Center 1672• Banners: In two websites

- Thai Hotmail (www.hotmail.com)

- Pantip (www.pantip.com)

http://www.tourismthai.org/

Media Tactics

Overall Media Strategy

Coverage:• International: Focuses on TVCs and print ad.• Domestic: Focuses on out-of-home media,

prints, and radio spots.

Seasonality:• Promote Campaign: September 2008-November

2008

Working Media Budget:• 250 Million Baht

Rationale• Every media tactics are decided to cover as much as

possible of the target audiences both international and domestic within the working budget.

• Try to maximize the reach within frequency provided by exposing at the time and programs that most target audiences will watch

• By doing so is concerned with and campaign period working budget

Media Tactics

Media TacticsTelevision:Continuity pattern – Launch only on international TVs

• AXN (Amazing Race Asia): Mon, Tues at 7 p.m.• CBS (Survivor, Amazing Race): Thus, Sun at 8 p.m.

– 2 times a day during the show– 4 times a day during the show, at every break on the finale on last week of the campaign period (the ending of the season)

• In Flight TV in Thai Airways• Full version (30 sec.) of the 2 ads alternatively broadcasted during

the show throughout the campaign• Use offline advertising to drive traffic to online – state website at the

end of the ad• Type of TV program: Adventurous reality programs that attract

target at 17-32-year-old people

Media TacticsRadio:Flighting pattern – For domestic only

• Announces at morning drive time 8 – 10 a.m.and evening rush hour period 5 – 7 p.m.

• Pushing period first 2 weeks and last 2 weeks• Stop period for 2 weeks: I I- - l - - l - - l l • 2 Radio spots alternatively announced at average 4 times a day• In some programs will let audiences call in to compete a game to

win prizes, one of the give away prizes of the PR program• Employ 15 sec. radio spot throughout the campaign to create

sufficient reach and frequency within the working media budget• State the website at every spot• Types of radio program: morning talks that reach mass audience

in the morning, music programs• Cover those stations, mostly, in BKK including main station in

Chonburi, Hat-Yai, Nakornrajasrima, and Chiang Mai

Media TacticsNewspaper :Pulsing pattern - only in every Sunday issue on the back cover• Promote only domestic

• Pushing period - first 2 weeks and last 2 weeks of the period employ full page 4 colors

• Low period – the other weeks employ half page 4 colors

• Encourage campaign continually and increase promotional efforts during the campaign in newspapers that have most circulation in the country, such as, Thai Rath to reach mass reader all over Thailand

• Also promote in the English newspaper, such as, Bangkok Post and Daily Express, to reach those foreigners who reside in Thailand

Media TacticsMagazine:Continuity Pattern – published in monthly magazines• Full page, 4 colors

Domestic:• Promote through travel magazines such as Aor-Sor-Tor, which

directly focus on target• Use the travel magazine as the directories for target audiences

International:• Also promote through travel magazines that have wide reach of

people such as Travel & Leisure• In-Flight magazines in 4 airlines: Thai, British, Cathey, Emirates

Media TacticsOut-of-Home :Continuity pattern – posted the Ad through three-month period• Focus on domestic

• Employ billboards, transits, and posters to encourage campaign and, at the same time, create people’s awareness

Where?• MRT and BTS station• The express ways (such as, Rama IV and around Suvanaphumi

Airport)• Large domestic airports (such as, Phuket, Chiang Mai, Chiang Rai,

Kon Khan, and Ubonrajathani)

Media TacticsInteractive :Continuity pattern – throughout 3-month-period• Mainly promote in domestic through websites and TAT call center• For website, put banners on the homepage of the popular Thai

website, Panthip (www.pantip.com), to reach web surfers, and promote on TAT website (http://thai.tourismthailand.org)

• Moreover, also upload the 30-sec. ad on YOUTUBE website (free) to encourage the campaign among both international and domestic target

• For call center, promote the campaign by playing 15-sec. Radio advertising while people holding their line waiting for the operation

Pulsing pattern – first 2 weeks and last 2 weeks of the campaign period

• Employ Thai Hotmail web advertising package (www.hotmail.com), including banners on the homepage and skyscrapers in inbox and send mail page

http://thai.tourismthailand.org/







Media Plan

Overall Media Strategy

Budget Allocation:• Television : ฿ 205,900,000• Radio: ฿ 6,384,000• Newspaper: ฿ 10,000,000

• Magazine: ฿ 2,130,000

• Out-of-Home ฿ 3,550,000• Interactive ฿ 465,000• PR budget ฿ 1,100,000• Sales promotion ฿ 100,000

Total = ฿ 229,629,000

Media Selection & Rationale

Television:• International coverage• Mass audience• Cost-effective• Strong impact


Radio:• Local coverage• Segmented audience• Flexibility• Inexpensive


Newspaper:• High coverage• Flexibility


Magazine:• Segmented audience• Long life span• Creative ad.• Visual quality


Out-of-Home:• Local coverage• Situational• Good impact• Reminder

• Inexpensive


Interactive and Alternative:• Inexpensive• Customizable• Interactive relationships• Creative ad.

• Reminder

Working Media Plan

Television:• AXN• CBS• Frequency:

- AXN (Amazing Race Asia): Mon, Tues at 8 p.m.- CBS (Survivor, Amazing Race) : Sun, Thus at 7 p.m.

• 2 ads broadcasted alternatively

• Rationale: Focus on adventurous reality programs, Survivors and Amazing Race. Most of our foreigner target (17-32 years old) watch these types of TV show.

Working Media Plan

Television:• Thai Airways in flight TVC

Frequency: monthly

• 2 ads broadcasted alternatively

• Rationale: It’s high exposure and easy to get attention because watching in-flight TV is seem to be the normal activity in flight.

Working Media Plan

Radio:94 EFM

97.5 Seed Radio

104.5 Fat Radio

• 2 ads alternatively broadcasted during the show• Frequency: daily• Rationale: These radio stations have a lot of station fans

that are our targets which are teens (young adults). And they can reach people in Bangkok.

Working Media Plan

Radio:106.5 Green Wave• 2 ads alternatively broadcasted during the show• Frequency: daily

• Rationale: These radio stations have a lot of station fans that are our targets which are first-jobbers. And they can reach people in Bangkok.

Working Media Plan

Radio:102.5 Get Radio

107 Met Radio

• 2 ads alternatively broadcasted during the show

• Frequency: daily

• Rationale: These radio stations have a lot of station fans that are our targets which are teens (young adults) and farangs who reside in Thailand. And they can reach people in Bangkok.

Working Media Plan

Radio:Chonburi - Sunshine FM107.75Nakornrajasrima – FM96.25Hatyai – Radio 94.0 FM ClubChiangmai - Lanna Radio FM97.5• 2 ads alternatively broadcasted during the show• Frequency: daily

• Rationale: Selective radios are broadcasted in the main city of each province. High exposure rate to the target reside outside Bangkok. To widening the exposure area

Working Media Plan

Newspaper:Thai Rath• Frequency: Daily• Rationale: Thai Rath has the largest circulation in

Thailand and can reach the mass.

Bangkok Post• Frequency: Daily• Rationale: It is the English-language newspaper that has

a lot of readerships that are “farang” who reside in Thailand which are our target.

Working Media Plan

Newspaper:Daily Xpress• Frequency: Daily

• Rationale: It is Thailand's first free English-language newspaper in tabloid size which is distributed at coffee shops, BTS, MRT, etc. and is designed for readers in the 25-35 age group. It covers our target group (17-32).

Working Media Plan

In-flight Magazine:• High Life, British Airways in flight magazine• Sawasdee, Thai Airways in flight magazine

• Discovery, Cathey Pacific in flight magazine

• Open Skies, Emirates Airlines in flight magazine• Frequency: Monthly• Rationale: It’s high exposure and easy to get attention

because reading in-flight magazine is seem to be the normal activity in flight.

Working Media Plan

Magazine: Domestic นักเดินทาง (Nak Dern Tang)

• Frequency: Monthly• Rationale: It’s travel magazine which our target can

search for more information about hotels, package tour, etc.

Voyage• Frequency: Monthly• Rationale: It’s a popular travel magazine and their main

target is 20-35 age group which it fits our target.

Working Media Plan

Magazine: Domestic อสท (Aor Sor Tor)

• Frequency: Monthly

• Rationale: It’s TAT magazine which provide useful information and attractive place about Thailand.

Thai Backpacker• Frequency: Monthly• Rationale: It’s designed for backpackers who are

adventurous as our main targets.

Working Media Plan

Magazine: InternationalTravel & Leisure• Frequency: Monthly

• Rationale: It’s a popular travel magazine which has many editorials all over the world.

Working Media Plan

Out-of-Home : DomesticBillboard (Printed poster)• Suvanabhumi airport: inbound • Large Domestic Airports: Phuket, Kon Kaen, Chiang Mai,

Chiang Rai, Ubonrajathani• Express way: Rama 4 (series of billboards, 3 billboards)

• Rationale: These areas are very good places to capture people attention, especially the tourists that have to pass these areas. Moreover, the billboard in these areas is very big which will make our ads outstanding.

Working Media Plan

Out-of-Home : DomesticTransit Ad • Exterior: Board on platform at

- BTS stations (Siam, Mor-Chit, Victory Monument, Asok)- MRT stations (Jatujak, Phahonyothin, Sukumvit, Sirikrit Convention Hall)

• Rationale: Most people who are waiting for the train at the platform of BTS or MRT pay attention to the ads around them.

Working Media Plan

Out-of-Home : DomesticPoster• Flip board: In front of Siam Paragon Department Store (3

flip boards)

• Building Wrap: On Bi-Yok building

• Rationale: For flip board, Siam Paragon is a crowded area and the heart of Bangkok which can reach mass audience, both Thais and foreigners.

Working Media Plan

Interactive:TAT Website• http://thai.tourismthailand.org/

• Rationale: Provides more information about the campaign eg. attractions, festivals, hotels etc. This web address will be included in every media used.









Working Media Plan

Interactive:Thai Hotmail Website• http://www.hotmail.com/

• Rationale: it is the medium of the generation and almost of our target has e-mail, so this website is an important tool to reach mass audience.

http://www.hotmail.com/




Interactive:Pantip Website• http://www.pantip.com

• Rationale: It is one of the most popular website in Thailand. Many people go to the website for exchanging their ideas, opinions, and information. It also provides many web boards that allows people to talk about a specific topic. We can create BUZZ here.

Working Media Plan

http://www.pantip.com/



Working Media Plan

Interactive:YOUTUBE Website• http://www.youtube.com/

• Rationale: It is the world largest online video storage and can reach million of people in every corner around the world. It also reach both international and domestic target by one-time uploading.

http://www.youtube.com/




Working Media Plan

Interactive:TAT Call Center• Call center tel. 1672

• Rationale: It is TAT own call center which provides directory advertising. By playing radio ads while people holding the line waiting for the operation, it is high involvement because they can’t do anything else, and it will help to encourage and to remind people about the campaign.

Budget Allocation

Advertising 99.50% Public Relations 0.04%

Sales Promotion 0.5% Interactive 0.2%

Marketing Thailanda,date genrale

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Transcript of Marketing Thailanda,date genrale