Sponsoring and the event marketing in Thailand : a key entry-strategy for foreign firms? | |
| Author | Gastaldi, Fleur |
| Call Number | AIT RSPR no.SM-05-58 |
| Subject(s) | Special events--Thailand--Marketing Corporate sponsorship--Thailand Business enterprises, Foreign--Thailand |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, school of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-05-58 |
| Abstract | Thailand is a dynamic country, whose population is a mix made of locals, young, adults and elders, tourists, and expatriates from all other the world. Thailand is an attractive place, which does not need anymore to market its location. However, Thai market might be a difficult market to penetrate as a foreign established brand, as habits are very tainted by Asian culture. Thailand presents a particular opportunity as it has developed a very rich and multiple event market: Buddhist celebrations, royalty events, sports international competitions or local oriented events. Today, because of media exposure, sponsoring is a privileged marketing tool for branding. Huge companies can afford to get their brand on a soccer field, a tennis game, or a concert scene. But not only they can, they have to. Sponsoring is a necessary form of competition among the multinationals today, and is a great opportunity to especially target the young adults. Major foreign sponsors are active on the Thai market. The research aims to enlighten cases from strategic industries: mobile telephony (Orange), Car company (Volvo), Electronics (Samsung), soft drinks (Coca-Cola). Focusing on the beer brands competition over sponsorship, the case of Heineken, leader premium beer on the Thai market, shows to be relevant as an elaborate sponsoring of many kinds of events. |
| Year | 2005 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-05-58 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Swierzeck, Fredric William |
| Examination Committee(s) | Dimmitt, Nicholas J.; Igel, Barbara |
| Scholarship Donor(s) | - |
| Degree | Research report (M.Sc.) - Asian Institute of Technology, 2005 |