Alcoholic beverages' sales promotion strategies of the alcohol business group in thailand

Abstract

     The research objective is to study the sales promotion strategies of the alcoholic beverage group via online media in Thailand. This qualitative research was analyzing documents related to advertising and marketing communication of the alcohol business group between January 2008- February 2019. Another method was content analysis from Facebook, including the official pages of alcoholic beverage brands and unofficial pages, including pages from the alcoholic venue (Pub, Bar).

The research results indicated that the sales promotion strategies of the alcoholic beverage business group were Packaging and packaging design, changing the size of packages, create new flavors, point of sale, and price reduction strategies. For using online media to promote the sale of alcoholic beverages, it was found that the venues' Facebook pages are highlighted communication channels for communicating various sales promotions.