Commenced in January 2007
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Edition: International
Paper Count: 30455
Thai Halal Products Brand Tips

Authors: Pibool Waijittragum


The purpose of this research is to analyze the marketing strategies of Thai Halal products which related to the way of life for Thai Muslims. The expected benefit is the marketing strategy for brand building process for Halal products in Thailand. 4 elements of marketing strategies which necessary for the brand identity creation is the research framework: consists of Attributes, Benefits, Values and Personality. The research methodology was applied using qualitative and quantitative; 19 marketing experts with dynamic roles in Thai consumer products were interviewed. In addition, a field survey of 122 Thai Muslims selected from 175 Muslim communities in Bangkok was studied. Data analysis will be according to 5 categories of Thai Halal product: 1) Meat 2) Vegetable and Fruits 3) Instant foods and Garnishing ingredient 4) Beverages, Desserts and Snacks 5) Hygienic daily products; such as soap, shampoo and body lotion. The results will explain some suitable representation in the marketing strategies of Thai Halal products as are: 1) Benefit; the characteristics of the product with its benefit. Consumers will purchase this product with the reason of; it is beneficial nutrients product, there are no toxic or chemical residues. Fresh and clean materials 2) Attribute; the exterior images that attract to consumer. Consumers will purchase this product with the reason of; there is a standard proof mark, food and drug secure proof mark and Halal products mark. Packaging and its materials should be draw attention. Use an attractive graphic. Use outstanding images of product, material or ingredients. 3) Value; the value of products that affect to consumers perception; it is healthy products. Accumulate quality of life. It is a product of expertise, manufacturing of research result. Consumers are important. It’s sincere, honest and reliable to all. 4) Personality; reflection of consumers thought. The Personality feedback to them after they were consumes this product; they are health care persons. They are the rational person, moral person, justice person and thoughtful person like a progressive thinking.

Keywords: Marketing Strategies, branding, product identity, Thai Halal products

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[1] The Ministry of Foreign Affairs of the Kingdom of Thailand. 2007. Muslim Worship Sites in Thailand. Bangkok: Amrin Printing and Publishing Co., Ltd.
[2] The Halal Standard Institute of Thailand. 2009. Thailand Halal Directory 2008 - 2009. Bangkok: The Center Islamic Committee of Thailand.
[3] Hasan, Y. 2003. Lifestyle, knowledge and consumption behavior of Halal food by Muslim consumers. Bangkok, Chulalongkorn University.
[4] George E. B. & Michael A. B. 2008. Advertising & Promotion. New York: McGraw-Hill/Irwin.
[5] Kotler, P. 2012. Principles of Marketing. Boston, MA: Pearson.
[6] Ibid.
[7] Ibid.
[8] Gad, T. 2001. 4-D Branding: cracking the corporate code of the network economy. London: Financial Times/Prentice Hall.