Tiểu luận ananas international marketing plan in thailand market

MINISTRY OF FINANCE
UNIVERSITY OF FINANCE AND MARKETING

INTERNATIONAL MARKETING

ANANAS INTERNATIONAL
MARKETING PLAN IN THAILAND
MARKET

Lecturer: Ngô Minh Trang
Group : Lê Nguyễn Mai Anh
Nghiêm Thị Thanh Phương
Nguyễn Thị Thu Phương
Nguyễn Ngọc Thu Phương
Vũ Trung Anh Sang


TABLE OF CONTENTS
1. Introduction.................................................................................1
1.1. Brief overview of the company.........................................................1
1.2. Company’s main product.................................................................1
1.3. Target country: Thailand.................................................................2

2.Research Methodology.................................................................2
3.Situational Analysis......................................................................2
3.1. Company analysis.............................................................................2
3.2 Organization Assets and Skills.........................................................2
3.3. Market Analysis................................................................................3
3.3.1 Business Environment Analysis........................................................................3
3.3.2. Nature of Demand......................................................................................... 14

3.4. Competitor Analysis.......................................................................15

4. SWOT Analysis...........................................................................17
5. Objectives.................................................................................. 19
6. Recommended Marketing Strategy...........................................19
6.1 Target Marketing Identification and Segmentation Strategy........19
6.2 Marketing positioning....................................................................20
6.3 Market Entry Strategy:...................................................................20
→ Exporting:..........................................................................................20

7. Marketing Mix Strategies and Tactics......................................20
7.1 Product............................................................................................20
7.1.1. Core product: Vulcanized shoes....................................................................20
7.2.2. International product mix decisions..............................................................21

7.2 Price................................................................................................23
7.3 Place................................................................................................24
7.4. Promotion.......................................................................................25
7.4.1.
7.4.2.
7.4.3.
7.4.4.

Advertising.................................................................................................... 25
Sale promotion.............................................................................................. 27
Public Relation:............................................................................................. 27
Promotion budget.......................................................................................... 28

8. Planning Budget........................................................................29
9. Implementation and Control.....................................................30

10. Reference.................................................................................36


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LIST OF TABLES
TABLE 3.1- GDP THAILAND.........................................................................................7
TABLE 3.2 – AVERAGE SALARY...................................................................................8
TABLE 3.3- HOUSEHOLD CONSUMPTION EXPENDITURE................................................9
TABLE 7.1- PRICE FOR EACH LINE..............................................................................25
TABLE 7.2- CHANNEL.................................................................................................27
TABLE 7.3- PROMOTION BUDGET...............................................................................32
TABLE 8.1 - BUDGET...................................................................................................33
TABLE 9.1- CONTROL.................................................................................................35


LIST OF FIGURES
FIGURE 3.1 – UNEMLOYMENT RATE.........................................................................10
FIGURE 7.1- Vulcanized shoes 20
FIGURE 7.2 - POSTER..................................................................................................22
FIGURE 7.3-ANANAS BOX...........................................................................................23
FIGURE 7.4- ANANAS BOX..........................................................................................24
FIGURE 7.5- ANANAS BOX..........................................................................................24
FIGURE 7.6 – POSTER SUBWAY..................................................................................29
FIGURE 7.7- POSTER SUBWAY....................................................................................29
FIGURE 7.8 – ANANAS MASK.....................................................................................30


1. Introduction

1.1. Brief overview of the company
Ananas was first launched in 2012, is a brand belonging to Footwear
Corporation Dong Hung Group - the "big man" in the shoemaking industry. However,
the company's marketing strategy at that time was not effective, causing the brand to
fail for the first time. It was not until 2017 that Ananas finally turned the tables,
started to be recognized and held its position among the young generations.
As Ananas's target customers aging from 18 to 25 who are energetic, dynamic
and always in motion, Ananas brand’s top priority is customer's convenience and
comfort when wearing our shoes but still trendy and being able to reflect their own
personalities. Hence, "high quality" and "reasonable price" are core values that we
offer to our dear customers.
With the message DiscoverYOU, Ananas wants to remind everyone that
"Whatever you do, you need to know yourself and know what you want". The more
you understand who you are, the easier life will be. Ananas is also on the journey to
discovering the brand itself, finding our originalities, and building our own path.
1.2. Company’s main product
Ananas product's are vulcanized shoes and sneakers. Vulcanized is a longstanding shoe manufacturing method, reflected in vintage shoes with rubber soles and
minimalist designs such as Converse Chuck Taylor All Star, Vans Old Skool. This
type of shoes is considered an everyday sneakers for its basic design and concept.
Customers can wear it to school, to work, friends meetings or even their skateboard
practices. By using this material and design, Ananas wants to integrate sustainability
into our products, focusing on the original attributes of a shoe but still keeping up with
the current fashion trends, as it is the brand lifestyle that we are aiming for. All of
Ananas products are manufactured by our parent brand Dong Hung Group and
directly distributed at Ananas stores in Ho Chi Minh City. In addition to the 4 main
shoe lines currently available in stores which are Basas, Vintas, Urbas and Pattas,
Ananas also sells other clothing products.

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1.3. Target country: Thailand
According to the ASEAN Consumer Survey conducted by HKTDC Research,
ASEAN consumers, including those in Thailand, are willing to spend more on better
quality products and have a strong sense of personal style. For international brands,
Thailand is a key market among the developing Asian countries, not only because of
its growing demand from the emerging middle-income class, but also the country’s
flourishing tourism sector. Also, Thailand is a South East Asian country with close
proximity to Vietnam. Hence, the two countries partly share different things in
common including climate characteristics, genetic traits, religions and most
importantly, culture.
2.Research Methodology
Secondary data resources on Internet
3.Situational Analysis
3.1. Company analysis
Ananas was founded in 2012 under Dong Hung Footwear Group. Dong Hung
Footwear Joint Stock Company was established on October 1, 1992 with the mission
to provide Vietnamese and international consumers with high-quality footwear
products at reasonable prices. With our modern factories and advanced shoe
production process, Dong Hung Footwear Group aspires to be a companion of
consumers around the world in their journey of discovering life.
Moreover, Dong Hung Footwear Group has more than 20 years of experience
in manufacturing vulcanized shoes and being the main manufacturer for not only
domestic but also foreign major brands such as Puma, Reebok and Burberry. Over
nearly 30 years of development, Dong Hung is in the top 30 Vietnamese leather shoe
manufacturing enterprises, with a total annual export turnover of more than 150
million USD and more than 10 million pairs of shoes. Therefore, we are confident that
Ananas possesses the ability to provide customers with high-quality products which
absolutely not inferior to any other brands.
3.2 Organization Assets and Skills

❖ Assets:
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Over the past 3 years, Ananas has 9 stores in Ho Chi Minh City. Customers in
other cities and provinces could also purchase our product through Ananas's
website and Facebook fanpage. All Ananas products are made by parent brand Dong Hung footwear - with more than 20 years of experience in footwear
manufacturing and have cooperated with many large and small, both domestic and
foreign shoe brands. Currently, Dong Hung Group has 5 member companies, 2
affiliated branches, and a joint venture company associated with business
components, including: shoe production, shoe sole production. , shoe production
supporting stages, logistic activities, footwear supply and distribution on ecommerce channels, retail stores etc.
❖ Skills:
Ananas and parent firm - Dong Hung Footwear Group has constantly
researched and updated the latest technology, manufacturing methods. With
factories meeting international standards, modern production processes, product
safety are guaranteed by limiting chemicals used in production in accordance with
EC 1907/2006 (REACH). Dong Hung Group also has long experience in the field
of footwear production and excellent human resources with professional skills.
Before being delivered to consumers, each Ananas product has to go through a lot
of meticulous steps from product design, stitching and evaluation to create perfect
shoes with the best quality. All manufacturing factories are equipped with
professional wastewater treatment systems in compliance with the Vietnam laws
and regulations.
3.3. Market Analysis
3.3.1 Business Environment Analysis
3.3.1.1 Political and Legal Environments
Thailand is one of almost 40 constitutional monarchies that exist in the world
today. Normally, an elected Prime Minister heads the government, while the head of
state is the hereditary monarch.Thailand is one of almost 40 constitutional monarchies

that exist in the world today. Normally, an elected Prime Minister heads the
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government, while the head of state is the hereditary monarch. In Thailand, the King
exercises his legislative power through the Parliament, executive power through
Cabinet and judicial power through the courts.
Thailand is now facing continuous anti-government protests by students
demanding political reforms that also include the role of the monarchy in politics. The
protests were initially triggered by the dissolution of the Future Party (FFP) in late
February 2020, which criticized Prayut, changes to the Thai constitution. Persistent
political tensions can undermine the credibility and effectiveness of the institutional
framework, especially if they hinder the ability of authorities to effectively enforce
macroeconomic policy such as support finance during the Covid-19 epidemic. From
there, it could undermine the interest of foreign investors and cause difficulties for
businesses to thrive in Thailand.
The Foreign and Commonwealth Office (FCO) assesses that terrorists are very
likely to try to carry out attacks in Thailand. Since 2004, there have been almost daily
attacks in Thailand’s deep south, including arson, bombings and shootings. Targets
have included civilians and members of the security forces, government offices,
tourist hotels, discos, bars, shops, marketplaces, supermarkets, schools, transport
infrastructure and trains.
Corruption hinders economic and social development also needs to be taken
seriously. Thailand ranked 99th with the Philippines (out of 180 countries and
regions) in the Corruption Perceptions Index 2018 of Transparency International on
Corruption 2018 (Bangkok Post, 2019). Most sectors in Thailand are at high risk of
corruption, and as a result, a lot of work is needed to deal with it.
However, Thailand’s periodic political volatility tends not to affect day-to-day
business operations. Although Thai politics is sometimes unstable, the administration
of the country is very sound and all political parties in Thailand, without exception,

are pro-business.
*Legal
Consumer Protection Act (1979) The right to be informed Goods, domestic and
imported, must bear appropriate labels description, name or trademark of
manufacturer, location of manufacturer, information of the goods, and marks
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indicating countries of origin (imports) Labels are to be accurate and not misleading.
Advertisement must be truthful, honest, decent.[5]
Unfair Contract Term Act (1997) Protects consumers with little ability to negotiate
or negotiate
Commercial Competition Law (1999) Maintaining free and fair competition of
markets and discouraging business operators from engaging in anti-competition
activities
3.3.1.2 Regulatory Environments
Thailand belongs to the 10-member Association of Southeast Asian Nations
(ASEAN), a regional free-trade and economic bloc comprising a total population of
600 million.
Thailand remains an attractive destination for foreign investors and business
owners seeking out new markets to open a new or expand an existing business.
Nevertheless, those who wish to establish majority or wholly foreign-owned business
entities need to be aware of Thailand’s laws and regulations regarding foreign
investment.
● Limits on Foreign Control and Right to Private Ownership and
Establishment
A foreign entity seeking to engage in any of these business activities must first
obtain a Foreign Business License (FBL) from the Foreign Business Committee and
the Director-General of the Department of Business Development (DBD). There are
also cases for exemptions or special permissions from the Board of Investment or

Industrial Estate Authority of Thailand, as well as through free-trade agreements and
treaties between Thailand and certain nations. The FBA details the types of business
activities reserved for Thai nationals. Foreign investment in those businesses must
comprise less than 50 percent of share capital, unless specially permitted or otherwise
exempt.
Restricted businesses in this list include: accounting, legal, architectural, and
engineering services; retail and wholesale; advertising businesses; hotels; guided
touring; selling food and beverages; and other service-sector businesses. A foreign
5


company can engage in List 3 activities if a majority of the limited company’s shares
are held by Thai nationals. Any company with a majority of foreign shareholders
(more than 50 percent) cannot engage in List 3 activities unless it receives an
exception from the Ministry of Commerce under its Foreign Business License (FBL)
application.
Aside from these general categories, Thailand does not maintain a national
security screening mechanism for investment, and investors can receive additional
incentives/privileges if they invest in priority areas, such as high-technology
industries.
● Laws and Regulations on Foreign Direct Investment
The Foreign Business Act (described in detail above) governs most investment
activity by non-Thai nationals. Other key laws governing foreign investment are the
Alien Employment Act (1978) and the Investment Promotion Act (1977).
● Competition and Anti-Trust Laws
The Office of Trade Competition Commission (OTCC) is an independent agency and
the main enforcer of the Trade Competition Act B.E. 2560 (2018). The OTCC
comprises seven members nominated by a selection committee and endorsed by the
Cabinet.
The government has authority to control the price of specific products and services

under the Price of Goods and Services Act. The MOC’s Department of Internal Trade
administers the law and interacts with affected companies.
3.3.1.3 Economic Environments
Thailand is the second largest economy in Southeast Asia after Indonesia.
According to IMF, it is expected that growth will be at a moderate rate, accepting all
stable values in the country. Investment firms are forecast to remain the main driver of
growth over the next few years, in line with the host company's infrastructure plan to
attract private individuals. The capital Bangkok has become the centre of economic
activity and the most prosperous part of the country, accounting for about 60% of
national GDP. Thanks to its good infrastructure, the city is competing with Singapore
to become a regional hub for air travel within Southeast Asia. The relationship
between Vietnam and Thailand is constantly developing steadily and well in all fields,
especially in the economic and commercial sectors. Vietnam - Thailand is a member
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of many regional and international forums, such as: ASEAN, ASEAN Economic
Community (AEC), Asia-Pacific Economic Cooperation (APEC). According to ITPC,
Thailand is currently the largest trading partner of Vietnam in ASEAN. Particularly,
Vietnam's merchandise exports to Thailand account for about a fifth of the total
exports to ASEAN.
Inflation drops to 0.7% in 2019 and is estimated to drop to -1.1% in 2020 and
will reach 0.6% by 2021 (IMF forecasts the World Economy in April 2020). Public
debt remains relatively stable in 2019, according to IMF estimates of 42.4%, although
it is expected to increase in 2020 and 2021 to 43% and 43.8%, respectively. Despite
high debt, household use standards, amounting to 49% of GDP in 2019 (Central Bank
of Thailand), is still forecast to be high, reflecting real income levels. The National
Strategic Plan (2017-2036) focuses on improving the business environment,
enhancing the country's competitiveness and long-term economic efficiency.

TABLE 3.1- GDP Thailand

/>● Income distribution
Although wealth has increased in Thailand, not everyone has received a share
of this growth. Specifically, 91.7% of adults are in the group of assets below $ 10,000,
7.5% in the group from $ 10,000 to $ 100,000, and 0.7% in the group from $ 100,000
to $ 1 million. Only 0.1% are members of the wealth group over $ 1 million.
Thailand's middle class is emerging and is expected to make up about 13% of all
households. This translates into the high value of income inequality of 90.2 on the
Gini coefficient.
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● Average Salary
Percentage of people

Earn this salary or more

5%

THB 3,733,000

12%

THB 2,663,076

23%

THB 1,788,268

58%

THB 815,776

82%

THB 476,011

94%

THB 249,070

98%

THB 123,380
TABLE 3.2 – Average Salary

● Consumer spending
Growing domestic income is generating optimism among the population and
increasing consumer demand for a wide variety of products. With the increase in
income, consumers - especially the richer ones - have spent more on experiences, such
as eating out and traveling. The luxury market is also growing domestically. When it
comes to buying luxury, consumers prefer to buy directly than buy online, as they say
they can't make any buying decisions without seeing the product in person.
Price, quality and availability of service are the main selling factors in
Thailand. However, consumers are willing to pay more for the brands they love, and
they rarely switch brands - even if the prices are better. Thai consumers are the most
brand-conscious and loyal in Southeast Asia. They also spend more than their
neighbors, which is reflected in their higher debt levels. Furthermore, consumers tend
to like and shop impulsively, instead of saving their money - as is common in other

Southeast Asian countries.

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● Household Consumption Expenditure
Sector

Percentage

Food and beverages

39.6%

Housing

29.3%

Transport

10.9%

Energy

3.8%

ICT

3.5%

Clothing and footwear

2.8%

Personal care

2.5%

Health

1.3%
TABLE 3.3- Household consumption expenditure

● Inflation rate
()-9/7/2020-Bản tin bộ công thương.
According to TPSO, Thailand's CPI, a measure of overall inflation, in June fell
1.57% from the same period last year, after falling 3.44% in May - the highest drop in
nearly 11 years. Generally for the first six months of this year, Thailand's overall
inflation was 1.13% and core inflation was 0.32% (Thailand's core inflation in June
was -0.05%). Thailand's deflation is likely to be worse than initially expected, after the
Southeast Asian country's consumer price index (CPI) fell for the fourth consecutive
month in June 2020.
● Unemployment
Thailand's unemployment rate was 0.69% in 2019 according to the latest data
from the World Bank. The Thai unemployment rate increased by 0.02% in 2019
9


compared to 0.67% in 2018. Statistics of Thailand's unemployment data up to 2019
are in tables and graphs. During this period the unemployment rate in Thailand peaked

in the year with 3.40% of the working age population without a job. Lowest in the
year with an unemployment rate of 0.49%.

FIGURE 3.1- Unemployment Rate

● Interest rates (base lending rates)
On November 6, the Central Bank of Thailand (BoT) cut its prime rate down to
1.25%; This is the second basic interest rate cut in the past three months to boost
economic growth and curb the baht's appreciation against the dollar. Five out of 7
members of the Monetary Policy Committee under BoT voted for this decision.
The Thai government is stepping up the monetary and financial management
measures to boost the economy, which is currently at low growth. The Thai baht's
value has risen by around 9% against the dollar over the past year and has become
10


the most bullish currency in emerging markets. This trend has constrained
Thailand's exports and tourism, with an economy quite dependent on the trade
sector.
According to the new data released by the Ministry of Commerce of Thailand,
in October, the consumer price index (CPI) of this country increased by 0.11%
over the same period last year, lower than the previous month. and make the
inflation rate in this Southeast Asian country at the lowest level in 2 years.
→ Overall, the economy is in good condition thanks to the
current account surplus, adequate foreign exchange reserves, low
unemployment, and relatively low public debts enabling the use
of fiscal policy as an economic stimulus. Still, all sectors of the
economy

should

work

on

risk

management

and

boost

competitiveness in the face of today’s structural changes such as
the use of automation in many industries, consumers’ changing
behavior in everyday spending, and higher business competition
from both domestic and international firms. Despite the Thai
economic stability, these factors may have a negative impact on
households, labors, and businesses that cannot adapt in time.
3.3.1.4 Social and Cultural Environments
❖ Social
The total population of Thailand, as of December 2019, is around 69 million.
There is no official state religion in the country; however, Buddhism is the most
widely practised religion. Other major religions are Islam, Christianity, and Hinduism.
The life expectancy for men is 71 years, while 79 years for women. The major
language in Thailand is Thai.
The people of Thailand are generally very friendly. They are very hard working
as well. Thailand is a diverse country and tensions between ethnic groups are few and
far between as people love to live freely and practise their faith as they wish.

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Many Thai women are very educated, and tech savvy; hence well-paid. Thai
consumers are very brand conscious and do not mind paying some extra for their
favourite brands. The demand for luxury products such as smartphones, jewellery,
designer watches & sunglasses, and luxury cars is on the rise. However, Thai society
faces some big social challenges. For example, adolescent pregnancy, ageing
population, human trafficking, and corruption to name but a few in this regard.
❖ Cultural
Language:
The main language used in Thailand is simply called Thai, although it can also
be referred to as Siam or Central Thai. Thai is the official language of the country and
is widely used in government and education. Thai is part of the Tai-Kadai family, and
is closely related to Lao, the main language spoken in Laos, so the two can understand
each other for the most part.
There are different dialects of Thai that are spoken across different regions of
the country, including Southern Thai and Northern Thai. There are also a wide range
of minority languages spoken across Thailand, including Khmer, Malay and various
Chinese dialects, in addition to many tribal languages, many in that number are in
decline.
Religion:
Religion is a core feature of Thai life. While Buddhism is regarded as the
national religion, practised by more than 90 per cent of the population, Islam,
Christianity, Hinduism and other faiths are also represented. Thailand has nearly
94.6% Buddhism, 4.3% Islam and 1% Christianity, mainly belonging to the
Theravada school (including the Traditional Thai Forest and the Dhammayuttika
Nikaya and Santi Asoke sects). In addition, there are also Muslim minorities in
Thailand (5-6%), Christians (1%) and other religions.
Buddhism in Thailand is strongly influenced by the traditional beliefs related to

ancestral and natural spirits, which have been incorporated into Buddhist cosmology.
Most Thais have installed divine houses (Thai: ศศศ ศศศศศศศ; RTGS: san phra
phum), miniature houses outside their dwelling, where they believe that family spirits
live. They offer food and drink to these souls to make them happy. If these souls are
12


unhappy, it is believed that they will dwell in the house and cause chaos. These god
houses can be found in public places and on Thai streets where the public makes
offerings.
Customs:
One of the most distinctive features of the Thai custom is bow (Thai: wai),
almost like the way of bowing by the Indians (Hindi: namaste). This gesture is used
when meeting, breaking up, or confirming, with various forms depending on the
person's social position, but in general it is usually a ceremony-like gesture with hands
clasped and head down.
Another Thai custom is bun khun, which is indebted to the births, as well as
guardians, teachers, and people who have taken care of them. This custom includes
emotions and actions in reciprocal relationships.
In addition, stepping on Thai baht is also extremely disrespectful because the
first image of the king appears on Thai coins. When sitting in temples, people should
avoid pointing at pictures and statues of Buddha. Temples in Thai residences are built
in such a way that the feet are not pointed directly to the symbols of worship - for
example, do not place a temple for a bed if the house is too small, there is no other
place to place a shrine.
Thailand is a collectivist society, which dictates that the needs of the group are
placed ahead of those of the individual. Subtlety and indirect forms of communication
are highly valued in Thai society which, as in the case of many others across Asia, is
hierarchical. Individuals are viewed as being either higher or lower in status, measured
between one another in relative terms – younger or older, weaker or stronger, junior or

senior, subordinate or superior, and rarely equal. As a result, young Thais grow up
needing to learn appropriate behaviour within the confines of the existing hierarchy,
taught to recognise the difference between ‘high place’ and ‘low place’, particularly in
regard to the roles in society of adults and children, or teachers and students. In such
a hierarchical society, status is important. Such a ranking can be determined simply by
someone’s clothing and general appearance, their age or job, education, family
history, as well as their wealth and social connections. Status dictates that
subordinates will generally listen to and accept advice and direction from his or her
13


superior without question. But this courtesy imposes on superiors an unstated
obligation to lead and to be mentors in return.
3.3.1.6 Technological Environments
Thailand is gradually becoming a country with advanced technology.
Government encourages new organizations to adopt technology. The investment of
Thai companies into new change and corporate infrastructure is also worthy of
attention. Therefore, the country is expected to witness an increase in e-commerce and
similar technology activities in the coming years.
Thai companies now provide technology products and services overseas. For
example, CCS Advance Tech (a Thai company) manufactures and supplies aerospace
and aerospace components to global companies including Boeing and Airbus (Lowe,
2019). Thailand is also the Southeast Asian country at the forefront in the use of social
media. Facebook, YouTube, Line (a Japanese company), Instagram and Twitter are
the most used social media in the country. However, trustworthy activities are mainly
focused on Bangkok.

3.3.1.7 Natural Environments
Thailand is a country rich in natural resources, has played an important role in
supporting local livelihoods and promoting economic growth. Management of natural

resources and the environment has not been effective, and has revealed the conflict
between environmental conservation and economic development. Natural disasters
tend to occur frequently, threatening agricultural production, food and energy security,
health and quality of life. Rapid economic development has affected natural resources.
Biodiversity loss, air and water pollution, deforestation, water scarcity and
desertification are some of the major environmental challenges facing Thailand today
and protecting the environment has become one of the top priorities of the country.
3.3.2. Nature of Demand
Sneakers and athletic shoes play an important role in footwear. Thai people,
especially young people, normally like to wear casual shoes and simple sandals, and

14


many of them keep sneakers in their shoe cabinet to wear both when doing exercise
and in their daily routine, as the athleisure trend continued to be strong in 2019:
Some people tend to wear sneakers to work, as many offices allow a relaxed
dress code on some days. Given that consumers are also participating in more sports
activities, they are therefore interested in purchasing sports footwear or sneakers in
response to their healthy lifestyles.
A number of men are interested in purchasing sneakers or sports footwear, they
wear sneakers more often, pairing casual street sneakers or gym sneakers with their
daily outfits, including jeans, shorts or trousers. So, when fashion style influences
purchases, the decision becomes more complicated.
In terms of distribution:
Footwear specialist retailers, mainly located in department stores and shopping
centres, are the places consumers normally look when wanting to buy a pair of shoes.
Footwear sections in shopping centres provide a range of brands for both men and
women, and special promotions and price discounts are usually offered from time-totime. Nonetheless, when it comes to sports shoes or sneakers, consumers tend to get
products at sports goods stores in shopping centres. Some brands provide exclusive

shops with independent space, whilst others are offered at sports footwear distributors,
namely Sports World, Super Sports, Carnival Store, SneakaVilla and Hoops Shop.
Distribution is expanding.
As internet retailing is being developed, certain brands have developed their
own websites for online transactions, whilst some brands rely on other retailers. There
is an emerging trend of using the internet in footwear in Thailand. This is either as an
alternative shopping channel for digital-minded consumers, or the use of digital
marketing strategies with the purpose of getting connected to a modern target
audience.
IMPACT: Due to the strong athleisure trend amongst Thai consumers, their
preference tends to be shifting towards casual fashion inspired by sports, as well as
15


urban street fashion trends. Gym sneakers, running shoes, training shoes, as well as
casual street sneakers, are becoming more popular and eroding the shares of the other
types of footwear available in the marketplace, such as leather flats, high heels, boat
shoes, loafers and boots.
3.4. Competitor Analysis
❖ Converse
Converse is an American shoe company and was established in 1908. It creates
brand trends in footwear, apparel and ice skates. Since 2003, it has become a
subsidiary of Nike. Currently, Converse has been present in Thailand with more than
20 stores concentrated in the big city of the Golden Temple country today.
According to the demographic segment, the market has been divided into three
segments: under 13 years old, group 13-19 years old, age group 20-35 and over 35
years old, including both men and women. Income is also divided into no income
(students) and middle and upper class people. According to the psychology segment,
Converse targets ambitious people who are materialistic, receptive and visual.
Converse has also analyzed people's activities on the web and targeted behavioral

segments like fashion, outdoor sports enthusiasts, and more.
This brand is positioned as a retro modern subculture and is a classic shoe for
the younger generation. High quality, carefully selected price range, the picture has
got a good position in the minds of buyers.
❖ Vans
Vans is an American manufacturer of skateboarding shoes and related apparel,
started in Anaheim, California, and owned by VF Corporation. The company also
sponsors surf, snowboarding, BMX, and motocross teams.
Since the late 1960’s Vans has targeted Core Sports athletes, enthusiasts and
followers and this has not changed much to today. With significant diversification of
their product range Vans nowadays target males and females between the ages of 1524 years who have an interest in action sports and lifestyle fashion.
Vans however can cater to a much broader market with over 200 shoe styles,
size from infants to adults, as well as apparel items and accessories including watches,
belts, hats, bags and clothing. Vans heavy involvement in the youth music scene with

16


the Vans Warped Tour has added another dimension to their target market, while still
maintaining the same youth culture and style.
❖ Rompboy
Rompboy was founded by Tanan Boonyatanapiwa. The brand started as a clothing
label but shortly finds its way into the streetwear game with great success. Heavily
influenced by tennis and badminton shoes from the 1960s, Tanan Boonyatapiwat
handmade his first pair of shoes in 2015.
Each pair highlights the vintage-inspired design made by hand from high-grade
material and the craftsmanship of the team of experienced shoemakers.
At first, the brand offered only a limited number of shoes and made them only
available through the online store. The vintage styling and minimalistic appearance
added with appealing little details on each pair sparked extreme interest among

sneakerheads, causing the shoes to sell out in no time and cementing the brand’s
reputation in the realm of sneakers.
Building on their success, Rompboy now has its outlet and new product lines in
fashionable leather shoes and student kicks.
❖ Mitzahai
Mitzahai, translating to friends or companions in Thai, is a Thai footwear brand that
focuses on vintage-style sneakers inspired by the events of World War 2 from the
1940s. Originally a footwear company focusing on vintage-style sneakers, the brand
has since expanded its range of products to include comfortable tees, shirts and hats.
Mitzahai’s footwear and apparel are sold at CAZH outlets in Siam Discovery and
ICONSIAM. It also offers worldwide shipping for purchases made via its online store.
The assortment of color options allows you to mix and match Mitzahai shoes with any
style of clothing. Their sneakers come in all types from regular running shoes to hightops. Each creation features an iconic wavy pattern on the curved toe cap made from
rubber and lightweight materials that are easy to put on and extremely durable. The
iconic gimmick of a printed brand-name in Thai-style font incorporated on the designs
of their upper and soles.
❖ Truly
Another sneaker brand for all the fashionable men out there. Truly comes with a
health-centric concept that pays attention to the wellness of your feet and making sure
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that you get the most comfortable yellow-colored sole for one foot and a red-colored
sole for the other foot, a creative gimmick that is still talked about today.
Furthermore, the GUM collection uses pure Para rubber and unbleached canvas fabric
that offers superb softness and flexibility, reducing stress on the feet and helps with
shock absorption as you walk. Materials used for every collection are all homegrown,
with the meticulous production process ensuring that an international standard of
quality is met in every pair.
4. SWOT Analysis

● STRENGTH:
- 20 years experience of the shoe
factory has cooperated with many
famous brands such as Puma,
Reebok, Keds, Burberry, …
- Ananas flagship product is the
vulcanized shoe with a minimalist
design that is easily combined with
many different types of outfits.
- Website with many eye-catching
colors, bringing a youthful and
dynamic look
- Colors range from monochrome to
ombre. This makes Ananas no
need for sophisticated motifs but
still able to conquer the most
demanding customers.

● WEAKNESS:
- Lack of experience in new markets,
especially international (Thailand)
markets.
- A new brand in customer's
perception
- Ananas has yet to build relationships
with partners in Thailand

● OPPORTUNITIES

● THREATS

-

-

Thailand has undergone rapid
urbanisation
improvement

with

a

in

sustained

to high household debts and a slow

household

incomes, this will support the

Concentrated spending patterns due
recovery of household income

-

Uncertainties from the upcoming

growth of consumer spending on

national

discretionary

significantly affect consumer and

items,

such

as

lifestyle products and services

election

which

will

investor confidence as well as future
18


-

The rapid adoption of e-commerce

in Thailand help the company

-

economic policy.
-

Various

problems

of

national

reach target customers more easily

security have been increasing at an

and less costly

alarming rate due to political unrest,

Thai society maintains good values

terrorism,

and

international competitions

culture.

These

factors

contribute toward social cohesion

-

and reduce the negative influences
of modernization and conflicts in

There

economic

is

still

a

crisis

lack

of

and
law

enforcement to prevent piracy.
-

Thai society.

Thailand is becoming an ageing
society due to changes in population
structure,

characterized

by

the

increase of older persons while the
size of younger population and
workforce decrease
-

Severe

natural

and

man-made

disasters are likely to have greater
impacts in the future.

5. Objectives
With being a new foreign product in the market and facing competitors that are
local and foreign brands that already have a presence and a certain market share. The
basic and most important goal when Ananas enters the Thai market is increase market
penetration and increase product awareness, attract new consumers to use products
that combine strong and continuous communication.
6. Recommended Marketing Strategy
6.1 Target Marketing Identification and Segmentation Strategy
Demographics
● Gender: Both male and female
● Age: 18 - 25
● Income: >= 2604.27 THB/month (86.30 USD/month)
● Occupation: College students and newcomers to the workforce
Geographics: Urban area - Bangkok
Psychographics:
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● Personality: Youthful, dynamic and active
● Lifestyle: Extrovert, enjoying experiences and participating in outdoor
activities, having a healthy lifestyle
Behavior:
● Buying places: supermarkets, shopping centres, online
● Behavioral Occasion:
- Regular occasion: go to school, work or hanging out
- Special occasion: As gifts on important occasions such as birthdays,

anniversaries, ...
● Benefit:
- Looking for a shoe that is comfortable and suitable for school, work or hanging
out.
- No shoelaces
- Easy to slip on and off
- Easy to map.
● Usage rate: medium or heavy (use everyday)
● User status: daily user
6.2 Marketing positioning
Reasonable price - Good quality; Good customer service
6.3 Market Entry Strategy:
→ Exporting:
● Direct sales (e-commerce website)
● Use of an intermediary (retailers)
7. Marketing Mix Strategies and Tactics
7.1 Product
7.1.1. Core product: Vulcanized shoes
Overall, Vulcanized shoes overall have two main parts: Upper and Sole in
which Upper are all the components located in the upper body while Sole is the
rubber-made foundation below.

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