Payap University ,Chiangmai , Thailand

1
Marketing PlanforSoftware Business

• ?.??????? ??????? ? ??????
• Payap University ,Chiangmai , Thailand

2
??????? 3 ??????????????????????????Marketing
Mix Strategy

• 4Ps
• Product
• Price
• Place
• Promotion

3
Marketing Mix ??????????????????????????

• ???? 4 P Product ,Price ,Place ,Promotion
• ???????????????? (Product) ??? ????????????
  ?????????????????????????????????????????
• ??????????? (Price) ??? ??????????????????????????
  ????????????????????????????????????????
• ???????????????????? (Place) ???
  ??????????????????????????????????????????????????
  ?????????????????????????
• ??????????????????????????????????????
  (Promotion) ??? ?????????? ???????????????????????
  ???????????????????????????? ???? ????????
  ????????????? ????????????????????????????? ???
  ??? ??? ?????????????????????

4
P Product Strategy

• ????????????????
• ????????? ??? ????????????????????????????????????
  ????? ????????????????????????????????????
  ???????????????????? ??????????? ???????????????
  ??????? ????? ?????? ??????? ????? ???????
  ?????????????????
• ????????? ????????????????????????????????????????
  ??????????????????????? ?????????????????????????
• ??????????????????
• ????????????????????? (Tangible Products) ????
  ?????? ??????? ???????? ???????????????????
• ???????????????????????? (Intangible Products)
  ???? ????????? ???????????? ???
  ??????????????????

5
????????? (Brand)

• ??????????????????????????????????????????????
  ??? (Brand Image) ??????????????????????
  ???????????????????
• ????????????? (Brand Name) ???????????????
• ?????????????????????????????? (Brand Mark or
  Trade Mark)
• ?????????? ?????????????????????
• ?????????????? ?????????????????????????
  (Brand)
• ?????????????????? (Brand Equity)
  ??????????????????????????????????????????????????
  ???????
• ????????????????????? ????????????????
  ?????????????????????
• ?????????????????????????????????????
  ??????????????????????????????????????????????????
  ? ????????????????? ???????????????????????
• ??????????????????????????????????????????????????
  ??????
• ??????????????????????????????????????
  ????????????????????????????????????

6
Brand /Domain/Logo
??????????????????????????? Brand Name??? Brand
Mark
????????????????????????? Brand Mark
???????????????? LOGO
7
Domain name is e-Brand

• ???????????????? ??????????????????????
• www.domain.com
• Sub domain Domain ???
  Domain ?????

??????????????? Brand (Domain)????????????
?????? ??????? ???????? ???? S ??????? S
??????? Hyphen ????????????????/??????????????????
????????????????????????? ???????????????????????
????????????? ???? Youtube , google , Yahoo
8
????????????????
???????
??????? 3 ????
??????????????????
??????????????????
??????????????????
????????????????? ???????? ????????????
?????????????? ???????????
?????????????????????????????????????????????
???????????????????
????????????????????????? ????????????????????????
????? ????????
9
?????????????????????????????????

• ?????? (Cost of Product)...
• ??????????????????????
• ?????????????????????? ???????????????????????????
  ?????????????????????????????????????????
• ?????????????????????????????????
  ????????????????????????????????????????????
• ?????????????????????????? ??????????????????????
  ???????????????????
• Note ???????????????????????????????????????????
  ????????????? ?????????????????????????????????
• 
  

10
????????????????

• ??????????????????????????????????????????
• ?????????????? ?????????????? ????
• 4000 ??? 25 4000 (25x1000) 5000 ???
• 4000 ??? 1000 ??? 5000 ???
• ???????????????????????????????????????????
  (Strategic Pricing)
• ???????????????????????????????????? (On demand
  pricing)
  

11
???????????????????????

• Place or Channel of Distribution Strategy

12
???????????????????

• Direct Marketing

Direct Mail
Direct Sales
????????
Direct e-Mail
13
???????????????????

• Direct Sales / Personal Selling

Demonstration Description Direction
14
e-Mail Marketing
15
Computer Exhibition
16
Software Retail Store
17
e-Commerce / e-Retail Store
18
????????? e-Commerce ????????????? (e-Classified)
19
(No Transcript)
20
????????? e-Commerce ?????????????????
(e-Marketplace)
Tarad.com
Software.com
21
All Marketing Communications Advertising Direct
response Personal selling Events/Sponsorship Sales
promotions Customer service E-commerce Packaging
Public Relations
22
Offline Advertising / Print AdPoster , Leaflet ,
Brochure
23
Offline Ad / Billboard
24
Below the line / Event Exhibition
25
Software Seminar????????????????????????
26
Vinyl / X-Stand / Roll-up Stand
27
Offline / Personal Selling / PG
28
Sales Promotion (?? ??? ??? ???)
29
Online (e-Advertising and Search agent)
30
Online (e-Advertising and Search agent)
31
Online (e-Advertising and Search agent)
32
Affiliate Program

• ???????????????????????????????????????????????
  ???????????????????? ????????????????
  ??????????????????????????????????????????????????
  ?????????? ????????????????????????
  ??????????????? Pay Per Sale ?????????????????????
  ????????????????????????????????????

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