Thailand Business Guide - UK Trade & Investment

GETTING STARTED
MARKETING
To win over potential new customers in
Thailand you will need to continually
reassess your marketing strategy.
Sales literature
Trade shows and exhibitions have already been
mentioned as ways of reaching potential new
customers, but you still need to persuade them
to buy your product. You will need to ensure
that your sales literature is effective in English
and, if possible, Thai and decide what kind
of advertising is appropriate.
Product and service adaptations
You may need to adapt your product to
meet Thai preferences or requirements in
order to be able to sell it. Adapting to local
regulations, tastes and cultural preferences
vastly improves chances of success.
Branding
The Thai market for consumer products
is brand conscious. New entrants to the
market with a recognised brand may wish
to consider some sort of product launch or
press conference to announce their arrival
in Thailand.
Sales promotion
Companies that appoint local partners can
usually be guided by them with regard to the
type of advertising and sales promotion that
would suit the launch of their product(s).
UKTI can advise on using the residence
30
of the British Ambassador in Thailand to
announce the launch or presence of UK
goods and services in the country.
Media
Companies that can afford it may well
wish to consider TV advertising as it still
commands the widest reach to the mass
market. Internet usage in Thailand is
increasing rapidly, although penetration
is still modest at 13 million internet users
(against a population of 67 million), of
whom just two million have broadband.
Internet advertising and the use of the
internet for purchasing goods are still in
their infancy.
Specialist consultancies can be appointed
to develop a marketing strategy appropriate
to your product and to the region of
Thailand where it will be sold.
Brochures and marketing campaigns
should avoid religious symbols or satires
of historically famous local figures, events
or the local culture. Thai consumers are
increasingly receptive to offbeat marketing
campaigns and there has been a leap in the
number of radically innovative advertising
campaigns, but these should be conducted
with caution.