แผนการตลาดเชิงกลยุทธ์สำหรับเว็บไซต์ตกแต่งบ้าน My Home / ปิยาภรณ์ เหลืองประเสริฐ = Strategic marketing plan for decoration website “myhome-mag.com” / Piyaporn Luangprasert
“Myhome-mag.com” is a website for Thai decoration magazine, My Home. Content in this magazine is unique from other competitors. Readers can decorate or fix their own houses by following instructions in the website. This project aims to formulate a marketing plan. A marketing research was conducted with 155 respondents. The results showed that customer awareness towards decoration website is very low. Key success factors of the home decoration website are useful content, Do it yourself (DIY) ideas, accessibility and supplier relationship. Target markets are home decoration reader with a positioning of customization design and content quality and advertiser with a positioning of DIY or customization product and high rating of readership. The main competitive strategy is to maintain current markets with market penetration and to develop new markets from the common Internet readers. Interesting design of the website is a main product strategy to persuade the readers to visit and return. Pricing strategy is free of charge for all readers while advertisement pricing will vary according to number of visitors. Integrated marketing communications strategy emphasizes on Google Adwords. Total marketing budget is 221,250 Baht with an expected profit ratio of 11%