The market of seafood snack in Thailand is growing up continuously. In 2015, the market value was 34,676 Million baht increasing from 2014 by 10 percent. Furthermore, the trend of healthy and hustle lifestyles of people nowadays have highly attracted new players to come in this market. Accordingly, the marketing plan of seafood snack “Jaosamutmix” was developed to increase the sales, to enhance the brand awareness, and to respond the targeted customers’ needs. This marketing plan aims to reach the business objectives of Jaosamutmix by studying the influences of businesses, market environment of the industry, competitors and consumer behaviors and then appropriately applied for marketing strategy.
The study has found that main factors that influence the customers are taste, cleanliness, reasonable price, and the ease of obtaining the product. The target market of Jaosamutmix is single female aged between 26 – 35 years, working in a public company and graduated from bachelor’s degree and above. The positioning of Jaosamutmix are richness and customization that aim to differentiate itself from the market. Thus, Jaosamutmix will adjust the concept of the brand to be the shop that sells the product directly to the customers by choosing the place that located near the target customers which is a ground floor or a canteen of the office building in Bangkok. The Price will be reasonable and valuable to the customers and can make a profit for the brand which will be 40 baht.
For the integrated marketing communication, brand will enhance the brand awareness by using a leaflet, a facebook fan page, and a point of purchase communication like J-Flag. For the next step, brand will try to communicate to the customers to make the customers make a purchase by giving free samples and a special discount for a few months. Then, brand will communicate to the customers to repurchase, to do a word of mouth, and maintain the brand loyalty by using an electronic loyalty card that not only collect the points for the customers but also a tool to keep the customers’ information that can be beneficial in the future.
