At present, Thailand becomes the country of aging society. In the next 10 years, aging population is expected to be increased to 14 millions people. However, most of the products and services available now cannot fulfill their specific needs especially food products. Because elderly people have a different needs of nutrition compare with younger people. Most of them begin to have some diseases with dietary restriction. Also their health conditions are not the same as before. Therefore, it is quite difficult for elderly people to find the suitable food that match with their needs.This leads to business opportunity so the researcher intend to develop marketing plan of meal delivery for elderly people under brand name “Prungjaipinto” which provide healthy food for both elderly with general health condition and those who have diabetes problem which have to control sweet and those who have kidney disease who have to control sodium.
Target market for this marketing plan is office worker who will be a decision maker to purchase our meal to their elderly people in their family. Marketing objective is to create awareness and sale volume of our brand product and service. This marketing plan has been developed by analysis of insight information from target customers which collected by in-depth interview. After analyzed current market situation and other related factors, the researcher developed effective brand strategy and marketing mix for Prungjaipinto. Moreover, marketing plan has to prepare the contingency plan and key performance indicators in order to achieve the marketing objective successfully.
