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โครงการหนังสออเล็กทรอนกสด้านการเกษตร เฉลมพระเกียรตพระบาทสมเด็จพระเจ้าอยู่หัว
3.3.2 Marketing Mix and Related Strategies (MM)
Marketing Mix: Product Strategies (MM1)
The “Product” strategies of the six fruits in the “Marketing Mix” are laid out in
Table 5.8 below:
Table 5.8 Marketing Mix: Product Strategies (MM1)

Fruit Fruit Product Strategy Product Strategy
Besides the dominating MonThong, Chinese consumers also seek other varieties, especially Chanee,
Durian GanYao, and Puang Manee. Frozen durian meat is a good option, with the advantages of controllable quality,
convenience for consumption, and year-round supply. Small size is popular for nuclear families.

There is only one variety of mangosteen in the world. A good fruit may have a big size (up to 100g in size 6A),
smooth and glossy skin in purple or black color, white and fluffy flesh, and a sweet and sour flavor. The
Mangosteen Chinese market may support a higher price as long as the quality meets the expectation. One challenge is
post-harvest handling to reduce the bruise.
The dominating variety Daw is supplemented by Phuang Thong and Phetsakon to cater for the festival season of
Chinese market. The fruit is available all year round due to the application of potassium chlorate to induce off-
Longan season flowering. Thai longans are appreciated for their golden lustre, more flesh, juice and vitamins, and less
likely to catch internal heat after consumption. However, the issue of SO2 fumigation should be addressed as
some consumers are put off by the practice.
Nam Dokmai and Mahachanok need to find their positions in the face of high-end Irwin from Taiwan, the lower end
Khiaoyai from Vietnam, Keo Romiet from Cambodia, and wide middle-range local varieties such as Guifei and
Jinhuang. A unique combination of Nam Dokmai and glutinous rice may be a breakthrough point as most Chinese
Mango tourists are impressed by the Thai desserts. Thai operators may also leverage the quality standard for entering
the Japanese and Korean markets, such as controlling the chemical residuals and keeping freshness in
long-distance transportation.
Young Coconut should be expanded as a value product with quality and competitive price by 1) Maintaining the
unique selling points of aroma by better field management (preventing cross-pollination with other varieties),
Young Coconut guided by TAS; 2) Solving the problem of low prices during winter in China to increase production scale and lower
the cost, with technique to shift the harvest time or deep processing such as coconut juice and dessert; 3)
promoting the use of cost effective “ready to open” packaging.
Tubtim siam. Tubtim siam has a clear advantage which drove
Thai pomelos in China include Thong Dee, Khao and Tabtimsiam. Tabtimsiam has a clear advantage which drove
the rapid growth of pomelo export. It is advised to manage the capacity and maintain the quality and supply chain
Pomelo stability of Tabtimsiam: consider expanding its GI area on the one hand and publish a special quality standard to
Tubtim siam: consider expanding its GI area on the one hand and publish a special quality standard to
protect its uniqueness.
Source: CASPIM

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