แผนการตลาดเชิงกลยุทธ์ และการขยายช่องทางการจัดจำหน่ายผลิตภัณฑ์ ไฮเนเก้น ไทเกอร์ และ เชียร์ ใน Modern Trade (ร้านค้าปลีกสมัยใหม่) / พิชัย จิรรุ่งโรจน์=Strategic Marketing Plan and Channel Distribution Expansion of Heineken, Tiger and Cheers Beer in Modern Trade Channel /Pichai Jiraroongrojana
This special project is conducted to explore an opportunity and propose strategic marketing plan and channel distribution expansion of Heineken, Tiger and Cheers beer in modern trade channel which produced and distributed by Thai Asia Pacific Brewery Co.,Ltd. It aimed to analyze beer industry, competitor analysis, customer analysis, internal operation analysis. There are summary of consumer brand awareness, purchasing behavior and what is the key decision making of consumer in modern trade channel. This strategic marketing plan would have the period of time for 1 year and started on January – December 2012. There are objectives to expand channel distribution and increase sales volume of all products. We would have KPI measurement each product by evaluate the market share, sales per point of distribution (S.P.P.D) and numeric distribution. The company has set brand positioning in difference segment each product, strategic marketing plan and integrated marketing communication to build brand image and brand awareness. Also, create consumer trial of our beer and finally develop brand loyalty for our target group.