Nan Presentation

Welcome to ..

“NAN Fair”19 November 2008

Where Beautiful Nature and Rich Culture Meet

Agenda

Rationale

Background

SWOT Analysis

External Environmental Analysis

Market Positioning Analysis

Promotional Strategy

Conclusion

Rationale

• Nan is one of the most traditional provinces in Thailand

• With its own tradition and culture, Nan has its own uniqueness as well as a distinctive characteristic

• Now under consideration for the World Heritage status

Our Goal

To make Nan one of the most well known provinces in Thailand, where tourists can experience the true

traditional culture and the enriched nature

BackgroundBackground

Background• Many remarkable main temples and other interesting cultural and historical sites

• Very mountainous and sparsely populated

• Famous for its diverse population and traditional Lanna-Thai culture

Background

• Locating 668 kilometers away from the capital

• Covers an area of 11,472,076 square kilometers, 2.23% of Thailand

• 85% mountainous lands and 15% flat lands

• Types of land:

Mountainous/Forest Areas 47.94% Decaying/Old Forest Areas 39.24% Agricultural Areas 12.22% Residential/Other 0.60%

Geographic

Background• Neighbor provinces and countries

bordering the Nan province:North and East: LaosWest: Prae, Payao, and Chiang RaiSouthPrae and Uttaradit • The province is subdivided in 15

districts (Amphoe)• Nan River, four main rivers that

make up the Chao Phraya River • Fertile nature and flourished

surroundings • Very clean and fresh air

Background• Nan has a population of 477,381 • 240,800 are male and 236,581 are

female • Most of the people of Nan descend

from the Lan Changs (Laotians). • 10.5% of Nan population belongs to the

hill tribes in which the people still retain highly interesting customs and traditions.

• 85% of the population has an agricultural occupation

• Common language is Northern Thai and local language

Demographics

Background

Local products:

Other information

* Woven Materials - the most famous pattern is the Lai Nam Lai * Silverware, woodcarving and hill tribe handicraft * Musical instruments - saloh, sueng* Som Si Thong - golden oranges

Common tourist attractions:* The Nan National Museum * Nong Bua Temple * Doi Phu Ka National Park * Mae Charim National Park

Background

• Nan Boat Races

• Wai Phrathat Festival

• Tan Kuai Salak, Hae Khua Tan or Khrua Than Festival

Festivals:

Backgroundออเดิ�ร์�ฟเมือง Muang hor d’ oeuvre

ผั�กต้�มื >> boiled vegetablesแคบหมื� >> deep fried pork skinไส้�อ��ว >> northern sausageแหนมื >> sour porkน��หร์�กหน��มื >> green chili pasteน��หร์�กอ�อง >> tomato and pork paste

อ�ห�ร์ค�ว Foodแกงแคไก� >> chickenc kae curryแกงฮั�งเลหมื� >> pork hunglae curryล�บเมือง >> spicy minced meat salad (northern style)ต้��ขน�น >> spicy jackfruit saladข��วเหน#ยว >> sticky rice

อ�ห�ร์หว�น Dessert

ข��วแต้%นน��แต้งโมื >> rice cracker topped with watermelon jamข��วแต้%นหมื�หยอง >> rice cracker topped with dried shredded porkข��ซอยต้�ดิ >> sweet northern noodle

Foods:

SWOT Analysis

TS W O

SWOT Analysis

SWOT Analysis

Internal capabilities that may help a province reach its objective

Internal limitation that mayInterfere with a province’s

Ability to achieve itsobjective

External factors that theprovince many be able toexploit to its advantage

Current and emergingexternal factors that maychallenge the province’s

performance

-+

TS W O

SWOT Analysis

• Have many perfect natural resources and forests • Remarkable local traditional practice which is the identity of Lanna culture• Interesting culture, mix many tribes + Thai + Lanna + Lao• Whitewater rafting and other activities• Have connection routes to the foreign countries; Laos, Southern China, and Vietnam• The highest rate of collaborate from people to develop the province, while preserving their valuable traditions passed along from the ancestors

TS W O

SWOT Analysis

• Inconvenience transportation routes; most of the land is mountainous landscape• Far from Bangkok• Lack in development and organization especially in comfortable shelter for tourists• People have problem of poverty• High rate of immigration to the capital city• Limitation of government support

SWOT Analysis

TS W O• Nan is nominated to be the heritage site of the world by UNESCO• Green movement of the society booming of ecotourism• Some tourists are fear of the Tsunami which once devastated the Andaman coast of Thailand, so they try to avoid beaches• Keep the traditional culture whereas other famous provinces in the Northern part of Thailand such as Chiang Mai and Maehongsorn are now more commercialilzed• Office of tourism << home stay and keep things in order + reserve• More organizational support on tourism higher quality of shelters attracts more tourists

SWOT Analysis

TS W O

• Problem of cutting and burning the forests• “Double-standard” in the services, Thais turn their back on Thai tourism• Widespread of drug along the border of Laos•Economic recession all over the world• Strengthening of Baht value makes Thai tourists choose to travel abroad more• Unsettled political conflict some want to stay at home for their safety and some travel to Bangkok to join the protests


Marketing Environmental Analysis

Introducing Nan will entail other actors and forces outside marketing affecting the ability to build a successful relationship with the target customers



Demographic:

decreasing working age of the population

increasing seniors high purchasing power of B

aby Boom generations less time for families and fri

ends



Economic: the Great Economic Depression

in global economic value marketing

strengthening of Baht value



Technological:

the abilities of the Internet to gain information and do transactions

better and cheaper means of transportation

media impact on people



Political:

international >> increasing oil price domestic >> unrested political conflict

between the UDD and the PAD



Social and Cultural: cultural shift towards green t

hink and action


Nature:

increased pollution

tsunami

bird flu (SARS)

Segmentation, Targeting, and Positioning

Market Segmentation

Evaluating Market Segments

Target Marketing

Positioning for Competitive Advantage

• Psychographic Segmentation

– Lifestyle

* activities

* interests

* opinions

Market SegmentationSTP

Market Segmentation

>> Thai people who like to travel abroad

>> Thai people who like to travel in their own country

• Those who like to go to the beach

• Those who like to go to the mountains

• Those who like to go to the cultural and historical attractions

STP

Evaluating Market Segments

Segment Size and GrowthMedium Size but potential growth

Structural AttractivenessAggressive Competitors

Company Objective and Resources

We offer distinctive value and can gain advantages over competitors

STP

Target Marketing

Targeted Customer

Thai mountainous and cultural tourism preference lifestyle

STP

>> Any age of any gender>> Middle to high income>> Any region in Thailand>> Open, outgoing, friendly, adventurous, culturally, historically and environmentally appreciative personalities

Positioning Unique Selling Proposition STP

>> enriched culture and exquisite nature

“province of true mixture of rich traditional culture and the

blessing nature”

Positioning for Competitive Advantages

>> Traditional Lanna-Thai

>> Untouched nature

>> Preserved hill tribe cultures

>> Simple lifestyle

>> Peaceful atmosphere

>> Good climate - fresh air

STP

Promotional Strategy (IMC)

IMC Strategy - “emphasizing on the image of Nan, which is its traditional culture and remarkable natural sites.”

>> we must deliver a clear, consistent and compelling message in all tools

“Explore Nan, where beautiful nature and rich culture meet”

Slogan

>> reflect our positioning>> eye catching>> easy to remember

Media channel Strategy>> aimed to a specific group of

audience

>> limit the media exposure of the province in order to preserve the province’s positioning as much as possible

Websites http://thai.tourismthailand.org/

http://www.gothailand.com/

Magazines Anywhere Magazine

Nature Explorer

Television Channels/programs

Destination Thailand

Backpacker

The Amazing Race

The Amazing Race Asia

Outdoor supply shops The North Face

Oakley

Advertising

>> a picture tells a thousand words

Print ad:

AdvertisingBrochure + checklist of Nan must-sees sites

>> offers both pictures and more detailed information available in travel agencies, PR events, as well as local facilities

Commercial ad:

Advertising

>> place during commercial breaks of traveling TV programs

Public relation and Sales promotion

• Queen Sirikit Centre • Explore Nan Event, at the TOT conventional fair• SMS Advertising Strategy• Ecological Communication Strategies – Tree

Nation Project

Explore Nan Event, at the TOT conventional fair

Objectives:• Encourage the production and sales of agricultural products as

well as local products (OTOP).• Promote and preserve local cultures and traditional practices of

various hill tribes.• Promote tourism in Nan

Activities:• Appearance of Miss Nan• Games/activities booths• OTOP and other local product shops• Performances from local hill tribes• Nan Fashion Show

SMS Advertising Strategy>> sending text messages to target potential customers, informing, as well as persuading them, to come to the event

>> directly send our ad to our target consumers

>> to create awareness of the event and persuade the target customer to come and participate

Ecological Communication Strategies

Tree-Nation Project:

Ecological Communication Strategies

Key Benefits: • Positive branding & eco-Marketing opportunities. • Environmental improvement in the area• Differentiate from the competition-innovative strategy

Conclusion

the most well-known province for the beauty of nature and enriched culture in the North of Thailand

many provinces which have the same selling points are more commercialized

Nan is well-preserved perfect combination of traditions and

environment

Education

Nan Presentation