泰国曼谷大都会中小企业草药化妆品的创意产品营销策略外文翻译资料

文献出处: PSAKU International Journal of Interdisciplinary Research (PSAKUIJIR) Vol. 5 No. 1 (2019)

Creative Product Marketing Strategies in Herbal Cosmetics of Thai SME in Bangkok Metropolitan

Sasaphon Moongvicha

Abstract：

This paper is focusing on 'Creative Product Marketing Strategies in Herbal Cosmetics of Thai SME in Bangkok Metropolitan' aims for study factors that influence model of marketing strategies which comprise of independence variables and dependence variables. Independence variables referred to creative product variables such as: 1.demand condition 2. firm structure 3.factors condition while dependence variables are supporting industries or as marketing strategies. Demand condition composes of product design that relevant to market, product and consumer circumstances. Firm structure are product design policy whether company choose to be a leader, follower, benefits or production oriented when compete in the market. Factors condition are the classification of SME herbal cosmetics, those are OTOP categories A, B, C or D. The intervening variables are chances; here refer to specific of health issues in trend of health awareness that can effect to change in marketing strategies, when extraneous variables are government support while government policy or staffs in administrative level may change with times. Research methodology using gathering and composing data from literature reviewed, summarized and analyst relationship variables from strategic plan, depth-interview and special lecture.

Keyword: Creative Product, Marketing Strategies, SME Herbal Cosmetics

Introduction

Currently, the trend in popularity of cosmetics consumption are towards on natural based ingredients product, cosmetics producers launch plenty of varieties in herbal cosmetics such as skin care, hair care, toothpaste and other body care product. Herbal cosmetics market values worth up to 48,000 million baht annually, whereas its growth rate is 30 percent higher every year. The situation is similarly to global market where direction of expanding is on health-care product, natural cosmetics penetrate to not only Asian market like Japan, Singapore, Hong Kong, India but also thru Middle East countries like South Africa, US and European countries as well. Moreover the sales of natural cosmetics are against economic downturn due to the rising in health awareness wide spread, for this reason producers should provide trustfulness with high quality standard natural cosmetics to consumer.

The world herbal market was worth 4.4 million baths while Thai herbal market was worth only 48,000 million baths even after Thai has joined FTA since year 2008. Lately Thailand was found out its loss in trade deficit upon herbal market while Thai has to import raw herbal from Australia, China and India but the using of herbal is still kept raising in year 2012, herbal market was worth up to 60,000 million baths (Anuratpanich, Sudtisung, Wasri and Pasantanatorn and et al., 2011). The use of herbal product considered most popular herbal using are for cosmetics worth 18,000 million baths, supplement product 13,000 million baths, beverage 11,000 million baths and the rests are for medical, massage and stream press usages (Ministry of Public Health, 2012).

Herbal cosmetics can be classified into 4 categories those are: 1.facial care 2.body care 3.hair care 4.fragrances. Facial care means facial lotion, facial cream, facial cleaning and cleaning soap bar. Body care means body lotion, body cream, hand cream, nail cream, slimming lotion, toothpaste, skin care, sun protection and foot care. Hair care means hair care product include shampoo, conditioner, hair colour treatment, leave on, before amp; after hair cleaning and tonic etc.. Fragrances mean oil massage, extracts and via product aimed enhance for scents. Herbal cosmetics can be classified into 3 categories; according to Food and Drug Administration, those are 1.generic cosmetics 2.under controlled cosmetic 3.under special controlled cosmetics while manufactures that produce for all categories must declared to Food and Drug Administration. Thailand can be benefits from a rich nature land herbal plant and also contain of local wisdom inherit generation thru generation. Under the National Social and Economic Development Plan no. 11 (year 2012 - 2016), the strategic management upon natural resources and environmental sustainability recognized the importance of increasing revenue from natural resources and biodiversity in order to promote the economic development from genetic resources and biodiversity for value added plus the Thai style of uniqueness in pharmaceuticals, cosmetics, herbal and natural products in term of growth, competitiveness support for liberal, middle class income countries, medical hub of Asia in order to provide for health services in this region.

To promote herbal cosmetics producers need to assure and encourage the trust from all users herbal product includes pharmaceutical, healthy food, herbal beauty product, beverage, spa or product relevant. Quality standard must be guarantee and reassure for herbal in process, product since upstream to downstream, herbal as an agricultural product, herbal process in production, herbal for trade, distribution, manufacturer, suppliers and buyers. Currently marketing strategies are now facing 4.0 era, the integrated of online-offline marketing, sensational marketing, e-commerce while selling thru digital world needs to attract buyers with trendy designs follow up with customer nowadays consume product among the world of competitiveness from opened sources society here in digital world.

Purposes of the study

The purpose of this research is to study for market opportunity and market strategies for creative herbal cosmetics of Thai SME produ

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