CREATING BRAND STRATEGY FOR THAI FRUIT AND VEGETABLE PROCESSING INDUSTRY

Abstract

This study aimed at studying strategy of brand creating for the Thai fruit and vegetable processing industry. On qualitative research method, data were collected by the in-depth interview from four groups of key informants including 1) officials from government agencies, 2) brand creating experts and academicians, 3) entrepreneurs and 4) consumers who used the goods of such industry. A semi-structured interview was used. The data were organized and examined to confirm its reliability by using principle of data triangulation. This study was evaluated by focus group discussion, which selected the participants from people with knowledge about such brand creating officials from government agencies, brand creating experts and academicians, entrepreneurs, and consumers. It was found from the study that the brand creating strategy for the Thai fruit and vegetable processing industry was the strategy under the SMART PARADIGM which consisted of: S: Study – a data analysis associated with the business including consumer, competitor, industry, environment and ability; M: Management of strategic elements – management for setting directions and elements of brand including group of target customer, vision, point of win, promise, property, strong point, difference, name, logo, slogan, symbol, character, and packaging; A: Advantages – creating a competitive advantage through the strategic framework of brand creating including goods, price, distribution, marketing communication, personnel, and production; R: Relevance – creating a consistency to meet the needs of consumers on the basis of benefit and value that consumers would obtain; T: Trust – creating of faith, confidence and trustworthiness on basis of principle of recognition, connection, celebrity, image, and loyalty.