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.

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. Content
Introduction 1
Rationale 1
Goals and Agenda 4
Background Information 7
SWOT Analysis 15
External Environmental Analysis 22
Market Positioning (STP) 31
Integrated Marketing Communication
(IMC) 39
Conclusion 48
Index 50
Reference 52
2

3. Introduction
3

4. Marketing is becoming more important as organizations
around the world strive to develop products and services that
appeal to their customers and aim to differentiate their
offering in the increasingly crowded global marketplace. As a
result, more and more organizations are choosing to adopt a
marketing-led philosophy to enable them to win market share
and capture and retain the hearts and minds of current and
prospective customers. Marketing is everywhere and inevitably
important in everything we do.
For this project, we have been asked to choose a specific
province in Thailand and create a marketing analysis in
response to promote it.
Rational
Nan is an ancient city of the Lanna-thai period, flourished
during the same time as the Sukhothai Kingdom. It was once
called Nuntaburisrinakhonnan or simply Nan. The province
itself is located in the east of the northern region bordering
Laos in the north and Chiang Rai and Phayao in the south. Nan
has an important historical and archaeological background
being the home of the Phraputchaturaphak or Buddha image
the Phumin temple with old mural painting, the Phu Kha
National 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 is
a very high potential “product” that needs to be nourished. Its
preserved traditions of Lanna-Thai culture are the result of the
diverse population and the ongoing existence of many hill
tribes in the area.
As a result of Nan’s enriched culture and numerous
significant sites, it is now under consideration for the World
Heritage status. Administering by the UNESCO World Heritage
Committee, The list includes 878 properties of outstanding
cultural or natural importance to the common heritage of
humanity. Thailand’s current heritage sites include places such
as Historic City of Ayutthaya and Historic Town of Sukhothai.
4

5. Unlike Thailand’s current heritage sites, Nan is the only and
first province that has been nominated to be a World’s
Heritage.
As a proof for its astonishment, Nan has been rewarded
plenty of awards at the recent, 2008. Doi Phuka National Park
in Nan was awarded the best in nature category in the
Northern area, along with the best tourist attraction of the
year award that went to Nan as a whole.
From these evidences, it is clear that why it was a
unanimous decision for us to choose Nan as our province of
choice. Nan is one of the most precious locations in Thailand
and yet a lot of Thai people are still unaware of what this
province offers to its country and to the world. With its own
tradition and culture, Nan has its own uniqueness as well as a
distinctive characteristic.
5

6. Goals and Agenda
6

7. Our goal is to make Nan one of the most well known
provinces in Thailand, where tourists can experience the true
traditional culture and the enriched nature. While doing so, we
also want to preserve the distinctive strengths and improve
the weaknesses of the province as well as preventing it from
negative internal and external influences. After reading this
report, you will agree that Nan is a true destination for both
leisure and educational purposes. And that the only true Thai-
Lanna culture that is still left untouched and preserved should
be more appreciated.
To successfully accomplish our goals, we have carefully
followed the steps in the marketing process.
First, the step of understanding the marketplace and
customer needs and wants. For this step, we have analyzed
and identify the external environmental factors in which Nan,
our product, have been influenced by. Consequently, we have
created a SWOT analysis to define the strengths, weaknesses,
opportunities, and threats of our product, Nan province.
Second is the step of designing a customer driven
marketing strategy. Two questions were asked during this
step: 1) What customers will we serve? 2) How can we serve
these customers best? After segmenting our potential
customers, as a group, we have decided that we will be aiming
to target a specific audience rather than going for the mass.
This will help us to be more focused and be able to satisfy the
customer wants and needs more effectively. Moreover, with
the use of our SWOT analysis, we have differentiated and
positioned our product according to its strengths and
opportunities. Furthermore, we have chosen to implement the
social marketing concept, a concept focusing on balancing the
consumer satisfaction and the society’s long-run interests to
achieve the goals and fulfilling responsibilities.
Third, we have constructed a marketing program through
IMC (integrated marketing communication). In this stage, we
have used all the data that we have gained in earlier stages.
7

8. One of the most important data, STP, helped us to decide the
types as well as the placements of our IMC that will reach our
target audience most efficiently and effectively, while keeping
on track of our goals.
We feel that this project can be very beneficial towards the
province itself and its people, as it will help to effectively
construct and implement marketing strategies. This, therefore,
will help Nan to capture value from customers to create profits
and customer quality by improving and maintaining its image
as well as its consumer awareness, both nationally and
internationally.
8

9. Background Information
9

10. Nan or Muang Nan is an ancient town of the Lanna-Thai
period founded in 1282 A.D. Governed by 64 different rulers it
remained an almost independent kingdom until 1931. Being
more than 700 years old, Nan town and province has many
remarkable main temple such as Wat Prathat Chae Haeng,
Wat Phu Min and Wat Nong Bua, as well as other interesting
cultural and historical sites. Nan province is very mountainous
and sparsely populated by Yao, Htin, Hmong, Thai-Lue and the
primitive nomadic Mabri or Phi Tong Luang tribe that are still
migrating around in few remote forest areas. It is famous for
its diverse population and traditional Lanna-Thai culture.
Geographic
Locating 668 kilometers
away from the capital, Nan
province covers an area of
11,472,076 square kilometers,
2.23% of Thailand. Thisboarder
province consists of 85%
mountainous lands and 15% flat
lands.
10

11. Types of land usage Total Area Percentage
1. 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). These
are further subdivided into 99 sub districts (tambon) and 848
villages (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 and
countries bordering the Nan province.
North and East Laos- boarder line of 277 km
West Prae Province, Payao Province, and Chiang Rai
Province
South Prae Province and Uttaradit Province
Although Nan consists of many rivers, such as the Samun
River and the Yao River, but the most significant rivers are the
Wa River and the Nan River. Stretching over 350 kilometers,
the Nan River is the main river flow where numerous streams
meet. It is one of the four main rivers that make up the Chao
Phraya 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 pollution
is not a problem. The result from recent air pollution test
shows that only a very few amount of toxic gases were found
in the air of the local areas of Nan province. Out of the
average of 30%, only 2% of carbon monoxide was found. As a
result, the air in Nan province is very clean and fresh.
11

12. Demographics
The most recent population count, December 2007, shows
that Nan has a population of 477,381. 240,800 of these are
male, and 236,581 are female. Moreover, the data also shows
the 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 when
Sukhothai was becoming the kingdom of the Thais. They
subsequently moved south to the fertile Nan River basin. Nan's
history is deeply involved with its neighbors, in particular
Sukhothai which played an important role in both political and
religious terms before Nan became a part of Lanna, Burma and
Thailand in that order. Today, 10.5% of Nan population
belongs to the hill tribes in which the people still retain highly
interesting customs and traditions.
85% of the population has an agricultural occupation,
growing corns, soybeans, green beans and rice. 58th highest
average income in the country, residents in Nan earn
approximately 40,296 per person per year. Although common
language spoken in the area is Northern Thai, certain
inhabitants known as the T'in or Mal people speak a Northern
Mon-Khmer or Khmuic language.
Local products
One of the most famous local products of Nan is their
woven handiworks, especially clothes. The most famous
pattern 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 satchels
and Tung, a type of pennant used in religious rites. Such
products are widely available in town or production centres in
rural villages particularly at Ban Nong Bua in Tha Wang Pha
district. In addition, silverware, woodcarving and hilltribe
handicraft are quite popular with tourist.
12

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.
Figure1
Districts/Municipality
Male Female Total No.
of
Housing
Mueang
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. 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 1931
by the descendents of Chao Maha Brahma Surathada, the last
feudal lord of Nan. At that point the building was as the
provincial hall. It was only in 1973 that the Fine Arts
Department started using the building and this led to the
setting up of the Nan National Museum.
The museum showcases history of art, archeological finds
and ethnology of the people. All exhibitions organized by the
museum focus on these aspects. The museum it divided into
two parts -- the floor of the museum is used for ethnological
exhibits depicting the life of the locals and minority
communities living in Nan Province; while the second floor is
used to showcase art history and archeological finds.
Nong Bua Temple is one of
Thailand’s most important legacies. It
located around 45 kilometers from Nan
city in Tambon Pakha on 1080 Nan-Pua
Road, which is a highway.
According to archeologists, Nong
Bua Temple was actually located
around 500 meters from its present
location near the Nong Bua swamp.
However, the remains of the old temple
no longer exist. The temple was later
constructed at its present location and
it was registered by the Religion
Department, which was established by
Monk Sunanta and the locals in 1772.
14

15. The temple is constructed in the Thai Lanna style of
architecture. It is considered to be quite a rarity as
architecture like this is hardly seen these days. The walls of
the temple are decorated with beautiful murals but
unfortunately not much is known about the history of this
beautiful temple. All the information that is present is based
on the stories told by the elders of the village.
It is believed that murals in the temple were created by an
artist named Thid Bua Phan, who was from Laos. The artist
created the paintings on request from the Nan king and he
was assisted by a monk and a soldier. It is estimated to be
around 100 to 142 years old.
The other many natural attraction includes the Doi Phu Ka
National Park with waterfalls, caves, and spectacular views.
Mae Charim National Park also offers wonderful scenery of
tropical forest and the river of Lam Nam Wa, which is situated
among the mixed forest, and most outstanding characteristics
of variety of rapids.
Festivals
Nan 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 the
beginning of November every year. The opening of the races is
the date when the food offerings are presented to the priests
by drawing lots of Wat Chang Kham Worawihan, a royal
temple. The food offering ceremony will be firstly organized.
Therefore, the Nan Boat Races have come together with the
Tan Kuai Salak of Wat Chang Kham until nowadays. Later, the
province added the celebration of the black elephant tusk
15

16. which is the precious treasure of Nan as well. Moreover, there
is boat racing at Amphoe Wiang Sa in the Tan Kuai Salak
Festival.
Wai Phrathat Festival
Nan is a town in the Lanna kingdom
where Buddhism spread for a long
period of time. Within the area of the
ancient city, both in Mueang Nan and in
Amphoe Pua, lie Phrathats on the hill.
Every year, festivals paying respect to
the important Phrathats are organized as
follows:
Tan Kuai Salak, Hae Khua Tan or Khrua Than Festival
Than Salak or Kuai Salak is an ancient tradition created in
the Buddha’s time. For the northern people, it is considered as
a major local merit making ceremony possessing local
uniqueness. Monks are invited to receive the offerings by
drawing lots.
16

17. SWOT Analysis
17

18. SWOT analysis is an overall evaluation of the province’s
strengths (S), weakness (W), opportunities (O), and threats
(T). Strengths include internal capabilities, resources, and
positive situation factors that may help the province to serve
its customers and achieve its objects. Weaknesses include
internal limitations and negative situational factors that may
interfere with the company’s performance. Opportunities are
favorable factors or trends in the external environment that
the province may be able to exploit to its advantage. And
threats are unfavorable external factors or trends that may
present challenges to performance.
We analyzed our markets and marketing environment to
find attractive opportunities and identify environmental
threats. We analyzed province strengths and weakness as well
as current and possible marketing actions to determine which
opportunities it can best pursue. Our goal is to match the
province’s strengths to attractive opportunities in the
environment, while eliminating or overcoming the weaknesses
and minimizing the threats.
Nan is a very beautiful province where rich culture and
nature meet. In order to become successful, Nan needs to
learn how to use strength extensively while improving its
weaknesses, exploiting each opportunity and mitigating each
threat.
18

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 and
forests. Nan Province consists of valuable natural resources,
which is the home for plants, wild fruits and wild animals, as
well as beautiful scenery of forests, mountains, streams, and
cliffs. Nan is the origin of beautiful Nan River; one of the most
expansive tributaries of the Chao Phraya River. Nan River is a
river of western Thailand flowing southward to join the Ping
River to form the Chao Phraya.
Nan’s history played an important role in both cultural and
religious terms before Nan became a part of Lanna, Lao and
Thailand in that order. Therefore, the history of Nan has
enriched the remarkable local traditional practice, which is the
identity of Lanna culture, mixing with Laotian and Thai,
uniquely separating Nan from other provinces. Today, Nan is
still the home of numerous Thai Lue and many other hill tribes
who retain highly interesting customs and traditions. The
important point is that these valuable traditions passed along
from their ancestors are still well preserved as their treasure.
Nan is mountainous surrounding so it is less influenced by
the external changes and technological advancement.
Advantages of the mountains are not only the scenic view it
provides but also the great area for whitewater rafting,
trekking, camping and many other activities. Nan also is a
center of all tourism. Nan has connection routes to the foreign
countries like Laos, Southern China, and Vietnam. Moreover,
people are strongly cooperating with the province as Nan has
19

20. the highest rate of collaborate from people to develop the
province.
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 the
transportation routes quite difficult. The mountainous
landscape has added much inconvenience to the transportation
of Nan. Nan is about 668 kilometers from Bangkok. It is quite
far from the capital city. Although Nan is connected by plane
and by bus to the rest of the country, a regular airline
connects Nan to Bangkok only four times a week and there is
only one flight per day. By road, it takes from 10 to 13 hours,
to travel from Bangkok to Nan. Furthermore, there are no
trains going to Nan. One may travel by train to Denchai (Phrae
province) and take a local bus to Nan, some 146 km away.
Nan also lacks in foundation of any unions or organizations
that standardize and improve shelter for tourists. Another
weakness is the poverty of the local people comprising with
lesser income and education comparing to Bangkok people. As
a result, there is a high rate of immigration to capital city
which leads to the loss of use of creativity and knowledge of
local people as well as the loss of human resources to improve
their hometown.
Nan covers an area of 11,472 square kilometers when
compare with the other province like Chiang Mai, Nan is much
smaller. In addition, Nan is smaller in term of number of
population. Nan has hardly 500,000 inhabitants whereas
Chiangmai has as many as 1,700,000, approximately. Thus, as
a small province, Nan itself can collect fewer tax revenue from
20

21. the people and receives a less support from government,
making it is harder for Nan to develop a big project for
improving 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 it
is nominated to be the world’s heritage site by the UNESCO.
This confirms that the province is valueless and worth
preserving. In the social view, many people, especially older
ones, nowadays long for the simple life which Nan can offer
due to tiredness of chaos in the cities – stress, competition,
traffic jam, increasing cost of living, crime, etc.
Furthermore, as the global campaign, the green movement
affects people’s values and lifestyles. They are more concerned
about the environment they live in and act accordingly. This
leads to the boom of ecotourism in the past years. In addition,
due to the devastating tsunami on the Andaman coast that
took away so many lives in 2004, some people including some
of the victims and their close friends and families try to avoid
beaches even because they will bring back the old memories
or they are scared that the tsunami will happen again. This
may bring about the increasing amount of visitors in other
parts of Thailand.
Moreover, other competitors such as the famous Chiangmai
and Maehongsorn of which the target market are the same as
21

22. Nan’s are now more commercialized. Pai of Maehongsorn, once
renowned for its stunning nature and good climate, is now
holding the Full Moon Party as the one in Pattaya – which is
notorious for free sex, drugs, and alcohol. Thus, they gradually
lose the charm of the place and cannot deliver what they have
promised.
The last opportunity is there is Thailand has more and more
organizations concerning the tourism to support any provinces.
For example, Office of Tourism sets the standard for
homestays in Thailand and keeps them in order. The higher
quality means the more satisfaction of the visitors. As well as
the OSMEP, which develops a natural camping park project to
provide financial reinforcement for those who are in the
business.
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 represent
the threat to Nan. The perfect natural resources and forests
might be destroy and limited its opportunity to position in the
market. The forests are the home as well as sources of food
and material of the hill tribes, so the depletion of the forest
poses another threat to the province.
Moreover, fear of “double-standard” in service providers
who treat foreign tourists better than Thais results in many
Thais turn their backs on Thai tourism and travel abroad
instead. Furthermore, Widespread of drug along the border of
Laos might stop the tourists to come to visit the beautiful
22

23. natural and traditional culture of Nan due to safety concern
and bad image of the province.
Additionally, the world is facing the Great Economic
Depression, even the superpower like the US and the EU. The
effects of this economic downturn are inevitably echo to our
nation, the decrease of foreign loans for an example. Then the
government has fewer funds in public development and in
support the economic system in the country. Many businesses
cannot survive and many workers are laid off. The circulation
of money in the system is low. People have less money for
their leisure time. Furthermore, the strengthening of Baht
value compared to foreign currencies makes Thai tourists
choose to travel abroad more.
The unsettled political conflict in Thailand is also considered
as a threat to tourism in Nan. Some may want to stay at home
for their own safety while some other may spend their money
joining protests in Bangkok and financially support the mobs.
23

24. External Environmental
Analysis
24

25. Demographic forces
1. Decreasing working age of the population
Despite the fact that as the time passes by the amounts of
people are increasing, the number of workers who are valuable
resource for the nation and the young and the senior
population to rely on is likely to decrease. This may lead to a
decrease in the growth rates per capita in GDP, leading to the
decrease in the growth rate in Thais’ living standards. This also
decreases the growth rate in consumption. As in 2006
economic growth, of perhaps around 2.5% per year, where it
represents a major drop from recent assumptions of long term
3-3.5% real annual GDP growth. To simplify this, this is sure
bitter news for tourism business since people in the working
age now, whose families tend to be smaller than their parents
are, have to take care of more people. They work harder and
have less leisure time even though their money is likely to be
spent for other family members who cannot earn their livings.
Therefore, fewer people will be able to afford the tour both
internationally and domestically.
2. Increasing seniors
The improvement in Health Science and Technology these
days lengthens the life span of human. Thus, the number of
senior population is increasing. This group of population holds
the major demand in cultural tourism and sight seeing tourism
in 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 their
late forties to sixties. The forties and fifties are the time that
most of the people enjoy the highest income as they are at the
peak of their careers. Many sixties are retirees that have saved
25

26. the money for the whole career life and are now ready to
spend the money for their own pleasure for the hard working.
These high purchasing power members of the generation are
now the heads of the families, which now much decreasing in
size compared to before, who can afford the best things for
their children including trips to travel destinations.
4. Less time for families and friends
The changing Thai society affects the lifestyles and roles of
many people. For instance, both father and mother have to
work hard to earn the living while children need special classes
and tutors to ensure the best study. Not only that, nowadays,
time is wasted in activities such as being trapped in the traffic
congestion, using personal computer, or watching TV set.
Furthermore, the globalization may keep best friends apart
from each other in their workplaces at each side of the world.
These situations have brought about only little time available
to spend together in the family and friends. Therefore, the
potential growth traveling as well as reunions of families and
friends are high. They can use the trips as opportunities to get
relaxed 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 dismissing
the impact of the banking crisis on travel, but events are
improving at speed. The collapse of AIG, the world’s largest
insurance company, and the US recession has pulled down the
rest of the worlds economic. Inevitably, Thailand also faces the
echo of this economic downturn as one of many factors that
drop down Thai economic.
The world’s decreasing international leads to the smaller
number of loans available to provide to developing countries
26

27. like Thailand because the superpowers which once had a lot of
monetary resources themselves such as the US or the EU
encounter the recession as well. Or even the large
international organization as the IMF or International Monetary
Fund that Thailand borrowed the money to levitate the Tom
Yum Kung disease in 1997 claimed that they have not enough
fund to support the economic breakdown in many countries.
The more the world economic suffers, the less support the
government can provide to tourist industry and the less people
to spend their money on leisure.
2. Strengthening of Baht value
In addition, the strengthening of baht value poses a new
economic threat to not only the export business of Thailand
but also the more costly Thai tourism viewed by foreign
visitors, as well as vice versa the cheaper international trip for
Thai people. This can stimulate international tourism and
impact domestic tourism negatively.
Technological forces
1. The abilities of the Internet to gain information and do
transactions
With the advanced technology, people can learn much
more information and more quickly than before. We agree with
this view is because the technology has made people to get
materials easier and made less complications.
Firstly, the advanced technology has made people to access
to information much easier. Today, the Internet has covered
almost everywhere. Everybody can access the Internet from
home, or internet café, and even when they are traveling
around the world. This makes it easier for tourists to plan their
trips by booking tickets and hotel reservations through the
internet, and also reaching any information of specific places
27

28. they want to go. The traveling and learning process is not
longer limited for elites.
Today the Online Travel Industry is on the verge of
becoming one of the most powerful and dynamic parts of the
booming Thailand’s economy partly because of its increasing
numbers of sources and channels. The Emerging Online Travel
Marketplace in Thailand," estimates that online
leisure/unmanaged business travel gross bookings in Thailand
and its suburbs totaled $135 million in 2005 and will grow
nearly sevenfold in just three years to go beyond $1.5 billion
by 2008.
2. Better and cheaper means of transportation
Second, since the technological development in
transportation means becomes pervasive, different parts in
Thailand are connected with many means of transportation
available throughout the country – motorcycles, cars, vans,
buses, trains, and planes with lower cost. As the most
expensive mean of transportation, air travel is now enjoyed by
many tourists who have more alternatives since the booming
of low cost airline making more people who have lower budget
can afford the tickets.
3. Media impact on people
Third, technological advancement also enhances the
accessibility of the people to the media both Thai and Western.
Unfortunately, today media is bombarded with sex and
violence while playing an important role in posing great
influence upon people. The result may be the gradual destroy
of traditional practices and values and increasing rate of crime.
These may bring about more people seeking in cultural
attractions where the same old things are preserved and place
where they feel comfortable.
28

29. Political forces
1. International increase in oil price
Internationally, the Middle East Crisis as well as the
negotiation power of the OPEC has led the global crude oil’s
price stay high at the ceiling.
Crude oil prices all over the globe are constantly soaring
up, almost double the price of January 2007 and five times
that of five years ago. This leads to higher cost of
transportation in every business and household. Thus, it can
be said that the high oil price stops people from travelling.
The most significant concern facing marketers is attracting
workers to events as managers stop spending money on
travel. Last month, the Society of Independent Show
Organizers in an online survey asked its members how
concerned they were about the impact of increased travel
costs on their business—a majority of respondents said they
were moderately to greatly concerned.
Respondents also said they were already seeing the impact,
stating they were sending fewer of their own staff to events
and cutting trips from their budget; exhibitors were also
pulling back from participating in their events. Some show
organizers noted up to a 10% decrease in attendance and
higher then normal no-show or cancellation rates from
workers.
2. Domestic unrested political conflict between the UDD and
the PAD
Domestically, there are the unsettled political conflicts
mostly between the two extreme sides. One is the National
United Front of Democracy against Dictatorship or the PAD and
the other is the People’s Alliance of Democracy. Both demand
for the true democratic political system but they view
democracy in different views. Many confrontation leads to the
29

30. loss of many lives, assets, and the feeling of security of Thai
people.
These negative images along with the constant coups arise
in Thai politics generate the bad view of Thailand in the eyes
of foreigners. Thai Airways International cut flights to Asian
countries because of a fall in passenger numbers due to the
political unrest and the global financial crisis. Thais have also
been 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 political
turmoil, if prolonged for another month, could cost the
economy as much as 62 billion baht and might drag growth
below 5 percent this year after 4.8 percent in 2007.
However, renewed political complication in Thailand did not
stop the Tourism Authority of Thailand to organize a costly
party with invited travel media and travel agents from all
around the world to celebrate the launch of its “Visit Year
Thailand 2009”. Therefore, there is still a chance that Thai
tourism 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 few
years has generated a shift in secondary cultural value of Thai
people. Thais are more concerns about the environment issue.
They began to learn that the environment is closely combined
with the human way of life. It is not only an important source
of natural resources which are raw materials for industry but
also helps to maintain the balance of nature and contributes to
the happiness and well being of mankind.
In the business, you can see in the largely increasing
campaigns in using cloth bags instead of plastic bags run by
many shops and department stores. Furthermore, many
30

31. companies do their SCR by growing trees or building small
wooden dams. This cultural shift proposes a bright opportunity
in ecotourism.
Natural forces
1. Increasing pollution
The increased pollution in big cities generated from the use
of transportation and industrial sectors call for the more
people starving for more natural relaxation. Being combined
with the more environmental concern of the public, this helps
boost the ecotourism even further.
Apart from human and asset great losses, the regional
avian flu outbreak in 2004 led to the contraction of agricultural
industry and the tsunami disaster of December 26, 2004,
devastated the west coast fisheries industry. They occurred at
different time and place, but the same result from these
incidents and other natural forces such as flooding and
drought is the fall of tourists travel in Thailand due to
psychological impact.
2. Tsunami
The total value of property damage and material loss is
estimated to be at least 60 billion baht, not to mention the loss
of potential earnings of around 40 billion baht. After the
Tsunami (2005) Tourism income is forecasted to decline by 40
per cent, largely as a result of repair and construction of
resorts 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 large
number.
31

32. However, the December 26, 2004 tsunami did generate a
wave of public awareness and push the government to begin
installing a network of warning system along the seashore of
Thailand’s coastal provinces, which might be used as a tool to
restore the trust from the beaches. Nevertheless, the network
not only requires an investment of several billions of baht for
construction and maintenance but also raises some doubts
about its effectiveness.
3. Bird flu (SARS)
As a fatal disease that can be transmitted to human being
easily, great impact on the number of international tourist
arrivals to Thailand was the SARS outbreak. The size of the
impact was estimated to be 70.02 % of normal situation and
the impact lasts for three months (April, May and June). The
most affected markets are those in East Asia (China, Taiwan,
and Hong Kong). The disaster with next greatest impact was
the Bird Flu outbreak. The size of its impact was estimated to
be 31.43% of normal situation. The duration of the impact is
three months (February, March, and April).
SARS and Bird flu are once devastating Thai tourism but is
now recovered. However, if Thai authority and the agricultural
sector do not watch out carefully, the history may once again
be repeated.
32

33. Market Positioning
(STP)
33

34. Marketplace of tourism today consists of both international
and domestic tourists with the great variety of differences in
their wants and needs. Moreover, it is almost impossible for
any place to have ability to serve all of these needs. That is
when the need for marketing strategy decisions is higher as
never before. One of well-known marketing tools to help the
provincial department identify the parts of the market that it
can serve best and most profitably is STP. STP enables the
provincial department to build the right relationships with the
right customers by developing marketing programs tailored to
the prospective group of tourists. STP strategy consists of
three steps; market segmentation, target marketing, and
market positioning.
Segmenting
Market segmentation is one of the steps that go into
defining and targeting specific markets. It is the process of
dividing a market into a distinct group of buyers that require
different products or marketing mixes. The purpose for
segmenting a market is to allow your marketing/sales program
to focus on the subset of prospects that are most likely to
purchase offering. A key factor to success in today's market
place is finding subtle differences to give a business the
marketing edge. Businesses that target specialty markets will
promote its products and services more effectively than a
business aiming at the "average" customer and help to insure
the highest return for your marketing/sales expenditures.
Opportunities in marketing increase when segmented
groups of clients and customers with varying needs and wants
are recognized. Markets can be segmented or targeted using a
variety of factor. The bases for segmenting consumer markets
include (1) demographic segmentation (age and life-cycle
stage, gender, income, family size, occupation), (2)
geographical segmentation (provinces, states, regions,
countries) (3) behavioral segmentation (occasions, benefits
sought, user status, usage rate, loyalty status), and (4)
psychographic segmentation (social class, lifestyle, values,
personality characteristics).
34

35. We divided Thai tourism market into two large segments
and three sub segments using lifestyle as the main criteria.
Lifestyle is a person’s pattern of living as expressed in his or
her psychographics. As researched, we found that lifestyle is
the most suitable criteria in tourism market in Thailand since it
covers the consumers’ major AIO dimensions – activities,
interests, as well as opinions which are the main factors
considered in choosing where to go on a vacation.
The first segment is a segment consisting Thai people who
like to travel abroad. These people do not travel in the country
much as they want to experience something new and different
from their own culture and environment. The most popular
regions for Thai tourists to visit are Europe and East Asia.
The second segment includes Thai people who like to travel
in their own country. This is the segment we want to focus on
because they are the potential tourists of Nan, so we divided
the 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 bathe
in the sun and enjoy cool breeze of the ocean. In addition,
they have their interests in and enjoy activities such as water
sporting or scuba diving. Ocean has more than 350,000 square
kilometer with two sides – Thai Bay side and Andaman side.
The Thai Bay side is influenced by northeastern typhoon from
China, resulting in the high season from May to November. On
the other hand, the Andaman side is influenced by
southwestern typhoon from India Ocean. This brings about the
high season from November to May, the other half of the year.
Therefore, the beaches in the southern part of Thailand offer
breathtaking scenery as well as many activities for fun-loving
people all through the year.
Second, those who like to go to the mountains and be
pampered by the green while cooling off with waterfalls and
listening to beautiful songs of birds. The stunning and
breathtaking scenery is also included as one of the highlights
of the attraction. Furthermore, more adventurous activities
such as camping, hiking, rafting, as well as watching animals,
birds, insects, and plants in their most origin attract the
members of this group. The northern part of Thailand is
prominent for this group since it offers many mountain ranges.
35

36. The most recommended season is winter where tourists can
experience the minus temperature, the hoarfrost, and the
famous sea of mist. However, traveling during the flood
season can be very dangerous.
Third, those who like to go to the cultural and historical
attractions. Despite the fact that Thailand has its long history
of its own and is now unified as one, different parts of Thailand
have its own unique culture and history developed under other
ancient Kingdoms. Lanchang kingdom was once dominated the
northeastern part whereas Lanna kingdom prospered in the
northern part. In addition, Thailand is also a home sweet home
for many tribes that mostly settled down for generations in the
northern part of Thailand. Nevertheless, most of the Thais
share strong believes in Buddhist and appreciation in their own
diversified culture and history of Thai people, which can
generate many good opportunities for the marketers.
Evaluating marketing segments
1. Segment Size and Growth
The size of the market is medium. Nowadays, for Thai
tourism market, most people prefer to have a beach holiday
rather than cultural or natural ones. One of the reasons is that
the beaches are located near Bangkok. Therefore, the majority
of Thai population lives in the Central part of Thailand can
reach the beaches easier, and of course, with the lower
budget. In addition, tourists can visit the beaches of Thailand
throughout the year where they’ll be able to enjoy variety of
activities.
However, there is a high potential growth on the
ecotourism due to the green movement, which occur all over
the world including Thailand as well. People now are more
concern with the environment than ever before, despite the
fact that green areas in many provinces have been largely
exploited. Therefore, Nan, of which its nature has been
cherished by the locals, has very high potential to fulfill the
need for the green of many people.
36

37. As the mercy of His Majesty the King, as a civilized society,
and as democratic society, Thai people face very few
discrimination among different extractions and religions. The
government even allows some of the tribes to have Thai
nationality, which means that they have the same right as
ours. As a result, Thai people are more open to different
cultures in Thailand than in the past. Furthermore, the national
campaign “eat Thai food and use Thai product” emphasizing
the importance of Thais to help each other out in economic
crisis persuades many Thais to travel domestically.
Furthermore, more and more people who have lived their
whole lives in the urban areas are becoming tired and bored of
the chaos of the big city. People are now looking to find their
“inner peace” and seek for products or services that will fulfill
their self-actualization needs. As a result, people from the
urban areas are now searching for travel destinations that
offer attractions that respond to their need of peace and quiet.
Provinces with famous temples and cultural facilities are
becoming more and more popular. With the cultural and
natural tourism growing, it is a very high potential growth
market that should be exploit on.
2. Structural Attractiveness
Nan encounters many aggressive competitors who mostly
target the same market such as Chiang Mai and Maehongsorn.
Chiang Mai is the biggest province with 20,107 square
kilometers (the second biggest province in Thailand) and has
the most population of around 170,000 (the fifth most
population in Thailand) compared to the Northern part of
Thailand. Since it can be considered the capital city of the
North, so many tourists choose it as their destination. On the
other hand, Maehongsorn with the famous Pai district has offer
tourists beautiful environment and diversified culture, just like
Nan. It also achieves part of its popularity from the famous
film “Rak Jung” starring two superstars Film and Polla.
Even though Nan faces many aggressive competitors, we
do believe that Nan can offer distinctive value and gain
advantage over competitors. In addition to rich cultures of hill
tribes as well as Lanna culture that blended in with Laotian
and Lanchang culture and untouched nature, the simplicity of
37

38. life in the Thai countryside will absolutely detach the tourists
from the chaos of the city. They can take a deep refreshing
breath that they could not do for the past years, living in the
city full of pollution.
3. Company Objective and Resources
Nan is the perfect blend of the rich culture and nature that
are well preserved. People as well as many tribes live their
simple but happy lives, not exploiting the nature, but as a part
of it, while keep passing the traditions from generations to
generations. The trees are still green. The nature protects this
precious city by expanding the mountain ranges along. The
culture and nature of Nan cannot be broken apart, bringing
about our target market which combined two subsegments
together – tourists that prefer mountainous and cultural
tourism.
Targeting
After segmenting the market, we can see the structure of
the market more clearly. Then the next step is to target the
potential segment. By going after segments instead of the
whole market, Nan can deliver just the right value proposition
to each segment and capture more value in return.
We choose our target market that we can serve best while
concerning with the tourists’ best interest. Instead of choosing
segments that we do not have resources such as “Nan as the
entertainment capital of Thailand” or “Nan as the airplane hub
of Southeast Asia”, we choose medium size but high growing
cultural and natural tourism market that matches our
potential. We concentrate on those who have their interests in
culture and mountains.
The lifestyle, which is used as criteria in segmenting our
market, can lead to the acknowledgement of other variables as
well. For example, people of the same age, geographical area,
or social status tend to have the same interests, activities, or
opinions about things around them. Therefore, we conclude
our target into the following chart.
38

39. Demographic • any age and life-cycle
• any gender
• middle to high income
• any races/nationalities especially Thai
Geographic • any regions in Thailand
Psychographic • mountainous and cultural tourism
preference lifestyle
• open, outgoing, friendly, adventurous,
culturally, historically and
environmentally appreciative
personalities
Behavior • 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 confined
to any specific types, anyone in the family can enjoy the trip.
The seniors may want to appreciate and visit temples and
other historical sites whereas the youngsters may excite with
rafting and hiking. The note we want to make is that in setting
the income of the target market from middle to high, we aim
for educated people. Our propose is to let the tourists
appreciate the beauty of Nan, not to commercialize Nan. We
think that educated people are more likely to concern of the
environment and culture.
Geographic: Tourists from all over the country can visit
Nan. Nan is accessible through many ways of transportation -
buses, cars, trains, or airplanes.
Positioning
The last step in STP is market positioning. This can be
considered the most important part of the process. Market
positioning differentiates our province from other provinces. If
successful, the position of our province will make us standout
and make the tourists want to come visit Nan, which will
39

40. surely bring benefit to our province in return. As we carefully
observed along the process, we positioned Nan as a true
mixture of rich traditional culture and the blessing nature.
According to our SWOT analysis, Nan offers variety of
cultures and natural sites. Therefore, we will position Nan as a
province of true mixture of rich traditional culture and the
blessing nature. Nan offers more than just a travel destination,
but also a chance for visitors to experience the numerous
traditional hill tribe cultures, mostly Lanna-Thai, which they
can’t find elsewhere.
Rather than aiming at delivering customers functional
benefits like any other provinces such as providing the tourists
cheap souvenir shops, we concentrate on emotional benefits of
our tourists. A trip to Nan can strengthen the relationship
among family members by providing a variety of activities that
attract every family members of different age. Seniors may go
to see historical and cultural attractions while youngsters do
rafting or trekking. The variations of activities in Nan offer
mixes of benefits tourists can choose from.
Of all the reasons mentioned with a focused target market
and well-positioning, we believe that it is not hard for Nan to
deliver beautiful nature and rich culture as it promised and be
the leader of the cultural-ecotourism in Thailand. To achieve
our target positioning, our positioning will be reflected
throughout all of our IMC strategies.
40

41. Integrated Marketing
Communication (IMC)
41

42. As stated in the introduction, our goal is to make Nan one
of the most well known provinces in Thailand while preserving
the distinctive strengths and improve the weaknesses of the
province as well as preventing it from negative internal and
external influences. We, therefore, want to focus on
emphasizing on the image of Nan, which is its traditional
Lanna-Thai culture and remarkable natural sites.
To effectively increase the awareness of our product, Nan,
we must construct and implement effective marketing
strategies and campaign. This can be done by creating an
efficient integrated marketing communication (IMC). We must
deliver a clear, consistent and compelling message in all the
tools 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 to
our audience more effectively.
After coming up with several possible slogans, we have
made our decision to use:
“Explore Nan, where beautiful nature and rich
culture meet”
The reason for choosing this particular slogan is that, as
stated earlier, our positioning of Nan is a province of true
mixture of rich traditional culture and the blessing nature.
Therefore, we have chosen a slogan that is not only best
reflect our positioning, but also eye-catching and easy to
remember.
We have chosen the word “Explore Nan” to be our main
catch phrase as it is simple, easy to remember, but yet eye-
catching. It conveys an inviting feeling, welcoming the
audience to visit Nan and persuade them to want to get to
know more about Nan. The second part of our slogan, “where
beautiful nature and rich culture meet”, communicates our
positioning and the strengths of Nan very clearly and
effectively.
42

43. Our slogan will be placed in all of our ads and other
promotional tools.
Media channel Strategy
As our media campaign and strategy will very much aimed
to a specific group of audience, not to the mass, we want to
only choose several media strategies and channels.
Stated earlier, our target market are the people who enjoy
mountainous and cultural tourism. They also have
adventurous, culturally, historically and environmentally
appreciative personalities. Therefore, if we want to
communicate our product effectively to our target market, we
would have to feature our promotional tools through the media
channels 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 media
channel 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
and.org/ Magazine • Backpacker Face
• http://www • Nature • The Amazing • Oakley
.gothailand. Explorer Race
com/ • The Amazing
Race Asia
43

44. Aiming at a specific group of audience is not the only
reason why we chose to promote our ads in only several media
and not other mass media such as billboards and radios. Even
though high level of advertising may result in high level of
sales, in this case visitors, high level of advertisements may
bring negative results to the province.
Obvious examples are Chiang Mai and Chiang Rai. These
two provinces used to be one of the most beautiful provinces
in Thailand. However, too much advertisement brings along
with it commerciality and negative external influences.
Traditional practices of the hill tribe people in the area that has
been passed down from generations to generations are now
fading away. Traditional cultures and historical sites are
replaced with technologies and entertainment facilities.
Consequently, nowadays, less and less ecotourism tourists,
our target market, choose these two provinces as their travel
destinations.
For these reasons, we feel that with too much
advertisement or commerciality, Nan may end up like
provinces such as Chiang Mai or Chiang Rai. Therefore, we
want to limit the media exposure of the province in order to
preserve the province’s positioning as much as possible.
Advertising
For this particular promotion tool, we have created a print
ad, a brochure, and a commercial. We feel that these
advertising tools are the basic advertising strategies that are
relatively effective and worth its costs.
44

45. First is the print ad. The advantage of a print ad is that
audiences are able to see more than just boring text. As a
Japanese philosopher stated, a picture tells a thousand words,
we, therefore, chose a picture that best convey the image of
Nan. As you can see, our print ad reflects our positioning
greatly, as it responds to our slogan very well. Our first ad is a
gorgeous picture of a mountain view of Nan’s sunrise. This
represents the first part of our slogan, “beautiful nature”. Our
second 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 channel
strategy, including magazines, outdoor supply shops, and
websites.
Second is the brochure. The brochure offers both pictures
and more detailed information about the province to the
customers. 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 who
want to learn about the province more or are interested in
visiting the province but not sure where they should visit or
what activities/festivals are available for them during their
visits.
Moreover, we have also included a checklist of Nan must-
sees sites. Visitors can use this checklist to guide them, during
their stay, making sure that they don’t miss out on any
famous places of Nan. The checklist encourages visitors to visit
all of the famous attractions and have a little fun along the
way.
These brochures will be available in travel agencies, PR
events, as well as local facilities. The brochures will also be
45

46. available in many languages, to suit the needs of visitors from
all over the world.
Third is the commercial ad. This commercial ad is basically
based on a very traditional Lanna-Thai image, our positioning.
The commercial shows different parts and features of the Nan
and what it has to offer. The commercial will be place during
commercial breaks of traveling TV programs such as
Destination Thailand, Backpacker, and The Amazing Race. The
reason that we decide not to place our commercial in
commercial breaks of primetime shows is that we only want to
aim our commercial toward our target consumer and not the
mass. As these programs share the same target audience as
ours, the commercial, therefore, would reach them very
effectively and efficiently.
For all of these advertising tools, we feel that we want to
combine two types of media timing strategies together,
continuity and pulsing. While we want to continually promote
our ads through specific media channel, we also feel that the
ads would be very effective if, during the high season, we
increase the frequency of the exposure of our ad up a little bit
more.
Public relation
As our IMC objective is to make Nan one of the most well
known provinces in Thailand, public relation will help us
emphasize on boosting the image.
Every year, at the Queen Sirikit Centre on Sukumvit Road,
Tourism Authority of Thailand organizes a convention in which
hotels and tour agencies set up booths to promote and offer
customers with special promotions. This is a great opportunity
for us to get to our target customers directly as people who
come to these kinds out events often are those people who are
interested in traveling in Thailand.
Moreover, during the period of the TOT convention,
everyday there will be various events happening in the main
hall as a highlight of the fair. We, therefore, see an
46

47. opportunity for us to organize an event of Nan to help further
promote the province and create awareness of our positioning
to the customers.
Explore Nan Event, at the TOT conventional fair
Objectives
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 Nan
Activities
• 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 tools
can be used. Plane tickets discounts or hotel reservation
discounts 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 the
chance of them to check out all the events that has been
organized. The fashion show can also help to attract young
audiences, as we will be using celebrities and famous high-
society people as our models. The clothing in the fashion show
will all be made by the local people, using local materials, and
all clothes will be sold at the event as well. Samples and
demonstrations strategies can also be implemented in the
OTOP and other local product shops to increase sales and
promote interests in Nan’s product.
SMS Advertising Strategy
We have realized the significant of mobile phones towards
the people in today’s technology-driven life. Therefore to
47

48. promote our event at the TOT convention, we will not only
place posters and our commercial around the convention, but
also use an SMS advertising strategy.
Basically we will be sending text messages to target
potential customers, informing, as well as persuading them, to
come to the event. As the audience receiving the SMS can be
chosen, we can directly send our ad to our target consumers.
This information of these potential customers can be retrieve
from the information given by our customers from our
previous PR events. Thus, we won’t be wasting our money
adverting to the mass and has no control over who will receive
the ad. The goal of SMS advertising is to create awareness of
the event and persuade the target customer to come and
participate.
Ecological Communication Strategies
Tree-Nation Project
Cooperative Social Responsibility (CSR) is a new trend
widely used in many companies to attract the customers. As
environmental downfalls are now taking its toll worldwide,
people are now more cautious in everything they do and want
to do their parts in helping. Consequently, customers are now
more appreciated towards companies that concern the society
and environment than those who don’t.
Tree-Nation is an ecological project with its own online
community in which customers can buy their own tree and
become the guardian of a real tree that will planted in their
chosen location. With over 45000 members and 40670 trees
planted, Tree-Nation offers a very successive and fun way of
persuading people in the today’s technologically driven world
to make a change by just a click.
Tree-Nation uses mapping technology in a way that has
never been done before. Customers will be able to choose
their own tree, from numerous options, as well as name them.
After purchasing your plant, a real tree will be planted to your
48

49. selection of location. Not only that, purchased trees will also
be planted on the virtual map, which customers can access
directly through the website. This virtual map offers the
customer to be able to watch their trees grow and develop.
After researching on this particular project, we feel that it
would be a very innovative way to achieve our main goal,
which is to make Nan one of the most well known provinces in
Thailand while preserving its distinctive strengths, beautiful
nature and rich culture. According to the demographic of Nan,
39% of its total area is now decaying/old forest. Therefore, we
feel that by adopting the strategy used by the Tree-Nation
project, this will not only build a more positive image for the
province, but also improve the environment of the area and do
what’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. Conclusion
50

51. After carefully researching and analyzing our SWOT
Analysis, external environmental analysis, STP Marketing, and
developing promotional strategies (Integrated Marketing
Strategy) that fit to the target market and potential of the
province, we are strongly convinced that we will successfully
marketing NAN into the minds of tourists as the best place to
explore the true blend of beautiful nature and culture as in out
motto says “Explore Nan: where beautiful nature and culture
meet”.
Today, many provinces which have the same selling points
like Chiang Mai and Maehongsorn are more commercialized, so
we believed that Nan with its well-preserved perfect
combination of traditions and environment, along with its
peaceful atmosphere, fresh air, and simplicity of way of life,
that passed along as the province’s priceless treasure from
generations to generations will win the tourists’ hearts. We
emphasized that at Nan people of all tribes and cultures live
together as a part of the nature. As the result, we will outlast
them, not only in terms of our offer, but in terms of our
marketing and our business strategy. In the future, we will
become the most well-known province for the beauty of nature
and enriched culture in the North of Thailand.
51

52. Index
ads, 40, 41, 42, 44 Geographic, 8, 37
advertisement, 42 globalization, 24
advertising strategies, 42 goal, 5, 16, 40, 46, 47
awareness, 28, 30, 40, 45, government, 12, 18, 19, 21,
46 25, 30, 35
Baby Boomers, 23 IMC, 5, 38, 39, 40, 44
commercial, 42, 44, 46 income, 10, 18, 23, 29, 32,
commerciality, 42 37
Company Objective and integrated marketing
Resources, 36 communication, 5, 40
consumer awareness, 6 Marketing, 2, 39, 47
culture, 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, 44
demand, 23, 27 media strategies, 41
Demographic, 23, 37 media timing, 44
Demographics, 10 opportunities, 5, 16, 24, 34,
demonstrations, 45 47
differentiate, 2 persuade, 40, 46
economic crisis, 35 positioning, 2, 32, 37, 38,
Economic Depression, 21, 40, 42, 43, 44, 45
24 potential growth, 24, 34, 35
ecotourism, 19, 29, 34, 38, promote, 2, 32, 42, 44, 45,
42 46
environment, 16, 19, 28, promotion, 42, 45
33, 34, 35, 37, 46, 47 promotional tools, 41
external environmental, 5 public relation, 44
52

53. purchasing power, 23, 24 SWOT analysis, 5, 16, 38
sales, 32, 42, 45 target market, 19, 36, 37,
Segment Size and Growth, 38, 41, 42
34 threats, 5, 16
segmentation, 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, 51
social marketing concept, 5 weaknesses, 5, 16, 40
social status, 36 World Heritage, 2
STP, 5, 31, 32, 37
strengths, 5, 16, 17, 40, 47
Structural Attractiveness, 35
53

54. References
http://www.nan.go.th/
http://www.nantouring.com/
http://www.nakornnan.com/
http://www.oceansmile.com/N/Nan/picmaster1.htm
http://www.nan2day.com/
http://www.tourism.go.th/index.php?option=com_content&tas
k=view&id=2610&Itemid=25
http://www.bookrags.com/essay-2005/3/29/232434/546
http://www.digitalgreenscreen.com/index2.html
http://travel.tarad.com/article/read/339/thailand-s-economy-
guide -
http://www.thailandsworld.com/index.cfm?p=267
http://www.economist.com/countries/Thailand/
http://www.mongabay.com/topics/Natural_Forces.htm
http://www.originationinsite.net/at_bristol/Naturalforces.htm
http://www.thailex.info/indexRESERVE.html
http://www.thaifly.com/Home/Tour/package_online_detail.php
?tour_id=PKG0868
http://www.thaiblogonline.com/thailand_travel.blog?PostID=3
905 -
http://tree-nation.com/
54