marketing of innovative food products
TRANSCRIPT
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นาย สมติ ทวเีลศินธิ ิกรรมการผูจ้ัดการ
วศิวกรรมอตุสาหการ, SIIT, ธรรมศาสตร์
MBA, UNC Chapel Hill, USA
Accenture (Thailand)
Dell, Inc (USA & Singapore)
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2541 47.5
120 5,600
กอ่ตั 6งทนุจดทะเบยีน
ลา้นบาท
ตารางเมตรคน1,900
ตนั
กําลงัผลติ พนักงาน พื6นทีC
300ยอดขาย
ลา้นบาท
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อบแหง้ เจยีวทอดเครืCองเทศ & สมนุไพร
กระเทยีมผง
พรกิไทยป่น
กระเทยีมเจยีว
หอมแดงเจยีว
ใบมะกรดูเจยีว
ผักอบแหง้
เม็ดผักชป่นี
นํ6ามันตม้ยํา
นํ6ามันขงิโหระพาอบแหง้
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GMP HACCPFSSC22000ISO14000
OHSAS18001
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22 August 2015
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The business enterprise has two–and
only two–basic functions:
marketing and innovation.
Marketing and innovation produce results; all the rest are costs.
องค์กรธุรกิจ มีเพียงสองหน้าที� สองหน้าที�เท่านั�นคือ การตลาด และ การสร้างนวตักรรม
มีเพียงสองสิ�งนี�ที�จะสร้างผลลพัธ์ ที�เหลือคือภาระ
Peter F. Drucker – Business Guru
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Marketing
Marketing Strategy
Marketing Mixes
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Marketing Strategy กลยทุธการตลาด
1. ใครคือลูกคา้ (Segmentation)
2. ลูกคา้ตอ้งการอะไร (Targeting)
3. เราจะมอบสิงนนัแกลูกคา้ใหด้ีกวา� � ่ ่คูแขงเราไดอ้ยางไร่ ่ ่ (Positioning)
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Marketing Mixes ส่วนผสมทางการตลาด
1. ผลิตภณัฑ ์(Product)*
2. บริการ (Service)
3. ประสบการณ์ (Experience)
4. ราคา (Price)*
5. ชองทาง่ (Distribution Channel)*
6. แบรนด ์(Brand)
7. การสื�อสาร (Communication)*
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Ansoff Matrix
เจาะตลาด พฒันาผลติภัณฑ์
พฒันาตลาด กระจายความเสี�ยง
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You are from Thailand? Sell Me Something Thai
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ตวงขา้วและนํ6า ใสผักอบแหง้่
ใสนํ6ามันเจยีวหอม่ ใสซอสผงปรงุ่
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กดปุ่ มหงุ รอจนขา้วสกุ
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ใชตวง้ ขา้ว
ใชตวง้ นํ6า
มซีองเป็นผูช้วยปรงุ่
จะไดห้งุขา้วไมแ่ฉะหรอืแหง้เกนิไป
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ยา่งกุง้ เมยีนมา่ร์ยา่งกุง้ เมยีนมา่ร์ Thailand Week 2011
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จาการต์า้ อนิโดนเีซยีจาการต์า้ อนิโดนเีซยี Thailand Week 2012
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โฮจมินิซตี6ิ เวยีดนามโฮจมินิซตี6ิ เวยีดนาม Thailand Week 2013
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สงคโปร์ิสงคโปร์ิ Thailand Week 2012
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Export &
Food Service
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