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โครงการหนังสออเล็กทรอนกสด้านการเกษตร เฉลมพระเกียรตพระบาทสมเด็จพระเจ้าอยู่หัว
Marketing Mix: Promotion Strategies (MM4)
“Promotion Measures” in promotion strategies include:
• Lifestreaming by KOL in social media;
• Group buying, limited time offer in discount e-commerce platform;
• User experience sharing;
• Flagship shop, SEO for e-commerce platform;
• In-store special display and promotion activities;
• Thai fruit festival and exhibition for imported food.

The keywords and related “knowledge tips” for potential customers in
“Promotion Messages” in promotion strategies for the six fruits are laid out
in Table 5.11.

Table 5.11 Promotion Messages in Promotion Strategies (MM4)

Fruit Fruit Promotion Messages Promotion Message
”Tender & Smooth,” “Like ice-cream”, “Fleshy & Small stone”, “Plump flesh”, “Agreeable sweetness”, “Strong
flavor”, “Rapid freeze for freshness”, and “Ripe on the tree”
Durian Knowledge Tips:
“detecting ripeness”, “accelerating the ripening”, “opening the fruit”, and “serving ideas.”
“Queen of Fruits”, “Long periods for nutrition accumulation”, “Handpicked”, “Pure white fresh & beautiful purple
skin”, “Soft & melted in the mouth”, and “Refreshing”
Mangosteen Knowledge Tips:
“number of sections inside”, “Opening the fruit”, “Size of each grade”, “Illustration that the fruit is still edible
despite certain blemishes on the skin.”
“Traditionally nutritional”, “Sweet and juicy”, “Crisp & tender”, “Fleshy and thin skin”, “Moist” “Chewy”, and
“Crystal clear”
Longan Knowledge Tips:
“High-quality orchard” and “Clamed advantages of longan from Thailand compared with local ones.”
“High-quality orchard” and “Claimed advantages of Longan
from Thailand compared with local ones.”
“Not fibrous”, “Aromatic”, “Juicy”, “Thin skin”, “Thin stone”, “Right Brix Acid Ratio”, “Aftertaste” and “Golden
color”
Mango Knowledge Tips:
“Method of ripening & serving,” “Nutrient value”, “Illustration of thin stone”, “Education about acceptable spots
“Method of ripening &serving,” “Nutrient value”, “Illustration of thin stone”, “Education about acceptable spots
and stains on the skin” and” right color for ripeness.”
“Refreshing and Thirst Quenching”, “Sweet smell like milk”, “Abundant water”, “Thin shell”, “Meat tender &
smooth”, “Meat springy”, and “Low sugar, Low calorie”
Young Coconut Knowledge Tips:
“Open a coconut with the attached coconut opener”, “Nutrient value”, “Serving ideas”, and “Acceptable colors
of coconut water.”
“Sweet with a tint of acidity”, “No bitterness”, “Translucent meat”, “Juicy”, “Aromatic”, “Thin skin”, “Few seeds”,
Pomelo “Easy shelling” and “No forced ripening”
Knowledge Tips:
“Method of shelling a pomelo” and “Nutrient value”
Source: CASPIM

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