54 - 2554

Healthy & Beauty

Market
&Trend


,
, , ,
SMEs

http://www.smethai.com

http://www.elearning.dip.go.th

6 . 10400

e-Catalogue ()
SMEs
!

e-Catalogue
(Homepage)
SMEs

Contents

54 - 2554

14

05 SMEs Global Biz

08 Report

(AEC)
ASEAN Economic Community

16

11 Opportunity

24 Smart IT
Facebook

26 Product Design

. ..

14 SMEs Profile

100
16 Smart SMEs

28 Information

Healthy & Beauty

31 SMEs News

19 Special Talk

21 Innovation

32 Knowledge

Brand

35 Market&Trend

38 Good Governance

40 Book Corner

Editors Talk

70 500
6,800 1,430
2 1,200
3 311

85%

70%



40 Facebook 10
twitter 3-4

Google

2 7
http://e-journal.dip.go.th
2 7 Google

6 10400

, ,
, ,
, ,

, ,
, ,
,

, ,
,

(1997)
77/14 .2
10220
. 0 2991 3031-3 0 2991 3066

6 . 10400
02 - 354 3299

http://e-journal.dip.go.th

SMEs Global Biz

.

2554
12
200,000
7


1

1 .. 2552 .. 2554

.. 2554

2554
45 29,000
30
16,000
( 36.7) ( 24.8)
2554
1
10

( 10) ( 7.8)

( 31.2)
( 16.3)
( 10.7) ( 6)
( 6.1)

: 31.9
653.3

:
49.6 763.4



:
23.6 1,734.7


:
23.9 2,539.3

:
5 7
( 55.9)


:
5 335


.. 2554

5.4
1,460.3

.. 25532554

8 1)
2) 3)
4) 5)
6) 7)
8)


SMEs
4 Capacity building,
Market development, Cluster network Financial
support & Risk management

39.5
20 18%

23




95.36



R2E2

1,000

UAE

Royal umbrella, Mama Quicks

150

PIGS
( )

Report

(AEC)
ASEAN Economic Community
.. 2558 (.. 2015) (ASEAN
Economic Community: AEC) (Single
Market and Production Base) 5

AEC

(AEC)
5 2558

 700



Inclusion List
2553 (.. 2010)
AEC

(single market and production base)

(free flows of
good, services, investment, and skilled labors, and free
flow of capital)

AEC

( )



SMEs

AEC

1 5 AEC



R&D zoning
Cluster

10 15





10 20

1 5



AEC




(, ,
,
, R&D , Zoning,
)

ASEAN Supply Chain

5 10

10 20


SMEs 70,000





. 26000
(ISO 26000)

(CSR DPIM)

(Clean Development Mechanism : CDM)
3Rs : Reduce,
Reuse, Recycle

CSR- DIW (Corporate Social
Responsibility Department of Industrial works)

SMEs 2.8 99.5

SMEs





Creative Economy

10

SMEs

(Creative Industries)
(Competitiveness)

(ASEAN Economic Community : AEC)





(Emerging Market)

SMEs

SMEs

SMEs
(Business Matching) ROAD SHOW

n

Opportunity

...

1.7 //
3 //



3-4 3
3

2554
15

15,000






(Homemade Ice-cream)

(Mass)
78


1

(Standard)

7
3-5

11

 (Premium)
2550


3
10

I-Maru
100%

3 10
2553

22

12

2554
20
5,000







15

(Homemade Ice-cream)


40 900
30

(Kiosk)

(Economies of Scale)

(Take Home)

13

SMEs Profile

100



30

(Snack)

(HAJIMA)

5

(HAJIMA MAKI)
2554

14


shelf ( )

position ()

3
100



2
2

50 3 100

80% 20%



CEO

100

2553 2554
3
200%

THAIFEX - World of Food Asia
2554

57 9 2 .
. . 74130
. 0 2813 1061(-4)
email : kisana@firstsuperfood.com
www.thaihajima.com

15

Smart SMEs

(OTOP)

Premium

16

70%

3 2550 5
2551

Demand
Premium

(NEC)
5 .

Handmade


20-300

8

17

2548
2550

18

Premium

41/8 .5 5 .
. . 74130

:081-901 6349

: 0 2810 2914

e-mail : sncera1@hotmail.com

Special Talk

(www.cnngo.com)

Worlds 50 most
delicious foods 50





2 4
5
50 19
46
8

(.)
11,800 5
5,786 1,352 1,194 620
596

65,000
12,000 53,000

2552 194,000

3-4 2551

SMEs
10,000
.
(.)

1 4

SMEs .

SMEs


.

()

20

19

 . 2011

20
2554




200
200
3

100

.


.
(ASC)

20

SMEs

(ASC)
294/16 .
10400 . 02 - 2799844 - 5 n

Innovation :

(Ice Cream)


2553
55,369.7 2558 68,023
22.9 2553 (Datamonitor, 2011)

(Innovation)

(Nutrition)

21

 (Local Sourcing)

(Back to basic)

100

www.doddingtonicecream.co.uk
(Regional Ice Cream)

100

www.presidentschoice.ca


(Rainbow Ice Cream: Bubble gum, grape and blue raspberry
flavoured ice cream)

(Sustainability)

(Sustainability)




(Green Packaging)
(Green Distribution) (Green
Retailing) (Green Manufacturing)
(Green Consumers)

22

(Colour) (Preservatives)
(Natural)

www.benjerry.com
- Fair Trade

(Beer Ice Cream)

100%

(Root Beer Ice Cream)

www.benjerry.com

www.frozenpints.com

www.benjerry.com

100%

www.doddingtonicecream.co.uk

http://edys.com

2
1. 2.



???

23

Smart IT

Facebook

10

24

http://www.facebook.com/pages/create.php

Like


, , , ,
,

Maketplace

http://apps. facebook.com/
marketplace
1

Poll

Poll



http://www.facebook.
com/events











http://
www.facebook.com/advertising




n

25

Product Design

()




()

26

5 5

Design Excellence Award

(
)
Pearl Royal
Pearl Royal Co.,Ltd.

( )

()

27

Information

Healthy & Beauty

8
1.

2.
3.
4.
5.
6.

28

7.
8.

2.8
3.74 2556

1.78

1.23

1.2
,
,

8.4



2556
3 10%
3
1%

1.

2.

29




3.

2552
1,580
2553 1,659.63
5
2552

14,000

1
20-30
80
20

BRICs

(2010)

30

mass


2554
25%


17
-
2-3







(Anti Aging Products)


(Organics)

2558
AEC

n

SMEs News

2540


101

2544

2
5



30,000 /




5,000
()

(Jelly Bird)

1
2

100





1 /

, ,

31

Knowledge

Brand


(Weaker Branded
Chicken) Chester Grill
(Storng Branded Chicken) KFC
CP KFC Chester
Grill CP KFC
Chester Grill
40 50
Branding

Branding

Branding

32

Branding

( )

Competing Brands
Subsitugd
Products
Global Brands (
)
Local Brands
()
Starbuck, McDonalds KFC

4 5
Starbuck
KFC


Branding

Branding

Competitive Advantage

Branding

, ,

McDonalds, IBM KFC
(Brand History)

Branding Culture
Branding Culture ()
1.



2.


3.

Branding Cluture

1.

2.

3.

Brand value

Brand value
1.

2. (Brand Relationship)


(Brand Association)
3.
(Brand Culture)
4. Symbolic Value
3
4.1 Brand Identity
4.2
(Social status) Benz Louis Vaitton

4.3 Exclusive
sport club, Platinum Credit Card

1.

Product Value
2. Brand Cultrue

3.
Branding Opportunity Benchmark

Superior Brand Value
Brand Culrue

4. Brand Strategu 3
Brand Culture
Brand Culture

33

 Brand Culture
(Marketing Mix)

7
1.


Product Design
2.


3. Brand Culture

Brand

4.

Popular Culture
5.


Co-Promotion

6. Brand Value


Brand Culture
7.
Brand
Culture

KBI Key Branding Index

4
1. Brand Loyalty Index (BLI)

34

2. Brand Attitude Index (BAI)

Brand Relationships Index (BRI)






4. Brnad Equity Index (BEI)

Nike 80 %
20%
Nike

Market&Trend

...
(Delivery)

1112
1150 1711

2011

2 1.
2.

8,000 10,000
15 20%

35

36

1



.. 2550

5,000

1 2
2

10
10

200 180 1
10 1,800


2 3

-

10 4 6












n

081-139 3355, 089-790-5940
fooddelivery2@gmail.com
sirikorndelivery.multiply.com

37

Good Governance:

- - ( )

8
1.
2.
3.
4.
5.
6.
7.
8.
4 (1-4)
4
4
You are what you eat (
)
5

6

7
8

1) 2) 3)
3

38

2 3
(70%)

1.


2.

3.

4.


5.


6. -


7.





8.





9.


2 3

10.

( 37 )

10 20
(/
) (
) 10
14 15



2 3



1
1 2


1 1


2
2

(

) n

39

Book Coner
:

: (Long Tail Marketing)

: Sugaya Yoshihiro

: T 77 512


(Marketing Automation)



:

:

: T 77 68

:
:

: T 77 1

:
: ,.

: T 77 21

40

:
SMEs
:
: T 77 49

SMEs

:
:
: T 77 5

7. :

: ,

: T 77 46

10
:
- :

 :

:

: T 77 52

:
:

: T 77 45

: SMEs
:

: I 15 53
SMEs

:
:

: T 77 49
4 1

2

4

:
:

: E 8 51

3
1
2

3

:
:
: E 22 22

BrandAge, Brand, Marketing

Concept,Situation Thinking ,Guru, Must Read

6 . 10400
. 02-202-4425 02-354-3237 http://library.dip.go.th

41

2554

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/...........................................................................................................................................................................
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.
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........................................................ ..........................................

..................................................
...................................................................................... ....................................................................................
...................................................................................... .......................................................................................
....................................................................................................................

1. ...............................
2. ...............
3. .....
4. ...............
5.

6.

7. ( 1...2...3... )

............................................

8. ( 1...2...3... )

Interview ( )

Product Design ()

Good Governance ()

SMEs Profile ( )

Report ( / )

Innovation ()

Market & Trend ( / )

Book Corner ()

...........................................

9.

10.
91-100

81-90

71-80

61-70

60

HCME

(Human Capital Management for Entrepreneurs Program)

EMS

(Entrepreneurship Development in Modern Marketing Strategy Program)

/



6 . 10400
. 0 2202 4597, 0 2202 4531, 02202 4578 0 2354 3257, 0 2354 3116

http://e-journal.dip.go.th

50

NEW
Innovation & Creation
&

54 .. - .. 2554

TOPOTOP

54 .. - .. 2554

Green Industry
SMEs
54 .. - .. 2554

.. - .. 2553

MDICP
. - .. 2553

.. - .. 2553

. - .. 2553

.. - . 2552

. - . 2552

.. - .. 2552

.. - .. 2552

.. - . 2551

-
.. - .. 2551

.. - .. 2551

.. - .. 2550

54 .. - .. 2554

6 . 10400
0 2354 3299

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