InfoQuest, (May 17, 2019) -- Mr. Wuti Kraiweeraphan, director general of the Department of Business Development (DBD) of the Ministry of Commerce (MOC), said that Prime Minister Prayut Chan-o-cha ordered that efforts should be made to identify new development policy for OTOP products, so as to create more value added and enhance the visibility of Thai products among home and abroad consumers. Manufacturers of OTOP products are those who offer jobs to residents, promote income distribution at both local and national level, and protect traditional Thai culture. That is why DBD released such measures for OTOP products.
Every two years, DBD would choose OTOP manufacturers of three to five stars as "OTOP SELECT". In 2016, 1,253 manufacturers were selected, including 4 categories: 513 in food and beverage industry; 369 in clothing and accessories industry; 293 in decoration and souvenir industry; and 78 in non-edible herb industry. In May 2019, DBD would recruit OTOP manufacturers of three to five stars as "OTOP SELECT" of 2019.
In previous promotion of "OTOP SELECT" products, it was found that, the slow business growth was due to the unavailability of marketing channels to domestic and foreign consumers, and the shortage of creative products with more value added, noted the director general. Therefore, in 2019, DBD formulated systematic objectives in promoting "OTOP SELECT" products: first, developing marketing and display channels, and securing more online marketing channels, to make products received by consumers wherever they might be.
Second, improving product quality and production standards to promote sales, and hosting event marketing and promoting products directly to consumers. Four such promotion events will be held, including: the first event on floor 1 at the exhibition zone of Central Plaza in Surat Thani on July 12-14, 2019; the second event on floor 1 at the exhibition zone of Central Plaza in Udon Thani on July 19-21; the third event on floor 1 at the exhibition zone of Central Plaza in Phitsanulok on August 23-25; and the fourth event on Floor B at the exhibition zone of Central Plaza Grand Rama in Bangkok from August 30 to September 1.
Social marketing is an effective way of selling featuring extensive access to target groups and lower marketing costs. Therefore, DFT seeks publicity and promotion by combining promotion events and social marketing.
Source: InfoQuest, translated by Xinhua Silk Road
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