Marketing a Business in Thailand

1. Thailand >
2. Starting a Business >
3. Marketing a Business

Marketing

The international transition of a business is more than just costs and procedures. It's more cultural acclimatisation than calculatory acumen. It's making sure your product or service fits the inclinations and idiosyncrasies of a nation; finding a way to culturalise your business in order to reap the same results your business has achieved domestically. This is accomplished through one simple step: effective marketing.

Marketing your business on indigenous soil is an art-form in itself; attempting to do it overseas is nigh-on miraculous. Countries may be becoming more heterogeneous, but the foundations of a culture rarely budge for anything: their sensitivities, traditions, humour, discourses, protocols are essentially unchanging and stubbornly unaccommodating. Therefore, the identity of your product or service needs to seamlessly fashion itself upon a nation, not the other way around, shoehorned in, hoping for the best.

Advertising and Sales promotions Thailand

The most popular form of advertising media when entering the market in Thailand is television. Consumer products in and foodstuffs in particular should be promoted heavily via a range of mass media. In 2008, television was the most popular form of promotion and commanded 58% of the market. There are six free television channels and 30 user-fee based cable television channels.  Although the government does not permit commercial advertisement on the television network, at least three channels feature infomercials and home shopping-style programmes twenty-four hours a day.

For sales promotions when expanding a business in Thailand it is important to show a commitment to the market. Most businesses are reliant on face-to-face interaction and personal contact is very important in Thai business. Most advertising in Thailand is channeled through an agent. It is important to keep your agent enthusiastic and to be aware of the cultural nuances of Thai Culture

Cultural Sensitivity

Cultural sensitivity and understanding of protocol is paramount to effective marketing. The intricacies of a nation its beliefs, even its superstitions can make or break your business. Know the market; immerse yourself in it. Never assume your marketing strategy will be transplantable to a foreign country. There is only a slim chance language will translate well. Anglophonic countries may be susceptible, but if your product or service plays on a quintessentially British characteristic or joke the chances are, it will not be well received.

As for other countries, don't bank on using the same strap-lines or gimmicks. Unless they are perfectly transitional, your product or service could suffer especially if it relies on humour.

Unless you are certain your product or service can sell itself on indigenous merits, it is probably wise to revise its selling-points for a foreign market. As always, however, only your own fastidious research can conclude this.
Thailand has a predominantly Buddhist population, so it is important to be mindful of this when advertising to expand a business. Buddhists believe that selfishness and desire bring suffering and that kindness and compassion bring happiness and wellbeing.  Advertising that is belittling or cruel would conflict with the ethos of many Thais.
http://kwintessential.co.uk/resources/global-etiquette/

Click here to Ask an Expert about Marketing a Business in Thailand