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โครงการหนังสออเล็กทรอนกสด้านการเกษตร เฉลมพระเกียรตพระบาทสมเด็จพระเจ้าอยู่หัว
Marketing Mix: Pricing Strategies (MM2)
The “Pricing” strategies of the six fruits in the “Marketing Mix” are laid out in
Table 5.9 below:
Table 5.9 Marketing Mix: Pricing Strategies (MM2)

Fruit Fruit Product Strategy Pricing Strategy
The price of the frozen Musang King was around ¥160-¥170/kg compared with ¥80-¥115/kg for MonThong and
The price of the frozen Musang King was around ¥160-¥170/kg compared with ¥80-¥115/kg for MonThong
Puang Manee during the time surveyed.
Durian and Puang Manee during the time surveyed. In the medium run, higher supply of in Thailand and entry of the
The shortage caused by tra c congestion due to ZCP may distort the price this year. But in the medium run,
Vietnam with considerable quantity may depress the selling price in China.
higher supply in Thailand and entry of the Vietnam with considerable quantity may depress the selling price in China.
Mangosteens from Thailand were sold at prices from around ¥50/kg to ¥95/kg, which is similar to those from
Indonesia, during the time surveyed. There are still latitudes for price hike in future, especially when weather
Mangosteen
condition reduces the output, due to the uniqueness of Thai Mangosteens in its harvest season, which is not
overlapped with that of Indonesia.
Longan from Thailand was sold at prices from around ¥30/kg to ¥50/kg, compared with ¥50/kg to ¥60/kg, the
Longan high-quality ones from China (e.g. 储良 Hainan Chuliang or 石硖 Guangdong Shixia) during the time
surveyed. The selling price is difficult to go up further due to strong competition.
Nam Dokmai Si Thong can be sold at ¥100/kg, while the ordinary quality ones around ¥20kg, compared with the
Mango local ones between ¥4/kg to ¥20/kg during the time surveyed. It is advised to maintain the premium position of
Nam Dokmai and raise its image and value perception through marketing campaigns at the same time.

The young coconuts of Thailand are sold at ¥10 to ¥15 per unit, at a price similar to the local ones, during the
Young Coconut time surveyed. The price may go down for market competitiveness and in response to a higher supply in
Thailand.
Tubtim siam is sold at a premium price of more than ¥100/kg, compared with other Thai pomelos (around ¥15/kg
Tabtim Siam is sold at a premium price of more than ¥100/kg, compared with other Thai pomelos (around ¥15/kg
to ¥30/kg), Taiwan Red Wentan (around ¥30/kg), and local ones (around ¥7/kg to ¥20/kg), during the time
Pomelo surveyed. It is advised to maintain the premium price of Tabtim Siam with an emphasis on its rareness and leverage
Tubtim siam
its reputation to drive sales of other varieties of pomelo in Thailand.
Source: CASPIM
Marketing Mix: Channel Strategies (MM3)
The channel structure is presented in Figure 5.1 and Table 5.10, based on
the learnings from the channel-related components of “Export”, “Import”,
“Wholesale”, and “Retail” discussed in Chapter 2. The “Channel” strategies of
Thai fruits in China include:

• Professional exporters and importers should be the major intermediary;
• “Cross Border e-commerce” and “General Trade” are two major forms of
international trade;
• Use “On line channel” for ubiquitous customer engagement;
• Use “Off line channel” for a sensual experience and convenience;
• Start “Channel Deepening” process to enter cities of the third tier and
below, as well as rural areas.

142 Strategy