SHECONOMY
At present, women increases both in purchasing power and sophistication in their behaviors as well as tastes and preferences. Most marketers still misunderstand about women clientele by thinking that just turning the colour into pink or orange with flowery decoration would lead to success in targeting women cilentele.
Women are dominant in digital communication channel as withnessed by higher adoption in social media and time spending online as compared to their male counterpart. More than 50% of female living in the cosmopolitan areas use more smart phone than men. It is, therefore, wiser for marketers to sub-segment of female segment into various sub-segments according to their needs and preferences.
Ladies are more and more single in the society and they pay much more attention than their predecessor cohorts to utility of products and services in the market. However, design or aesthetic part of the products and services are not less important than utility. Celebrities chosen to present the products must have some relation to their actual lives not just someone they aspire to be but living in the other world they do not take part.
Female market grows in both size and value. Media are one of the very first sectors able to capture this trend and offer women magazines of different specific interests and lifestyles. Revenue streams mostly come from advertisement from apparel and cosmetic industries where women are still market dominant.
Marketers should hange their mindsets about "single mom" segment of having inferior purchasing power too. Modern and professional single moms who are single by choice tend to devote much resources to kids' activities while single women with no kids spend tremendous amount of money pampering themselves more on beautifying and health related products and services.
The rise of female markets derive from more femake in higher education/ working forces/ and the rise of dual pocket families where both husbands and wives need to work outside home to support the household spending. Now, there are various types of products and services including financial products and investment units targeting working women.
Gender equality is of momre and more concerns of the societies forcing employers to provide a better career path to female employees. Now, there are more and more female employees and executives even in male dominant cultures like Japan and Korea.
Considering the use of social network, 72% of facebook users are female and these users. Females also adopt more online shopping and their behaviors and preferences shape online economies. Marketers targeting female must understand their actual sought benefits from each transaction and design their offering (not just products and total brand experience) accordingly even in product categories that are previously thought to be for male customers like Liquor and Automobil or electronic devices. Some brands such as Range Rover, and Blackberry engaged female celebrities to co-design the product to make sure that their products appeal and inspire their targeted female customers. Fitness First in Europe provide female only zones or some might establish female only club. In the case of Thailand, California Fitness Clubs used to launch a female clubs as well but failed due to the readiness of Thai female markets back then and their internal managerial problems- as you might have heard from the news. Sports equipment brands launch female product lines targeting modern lifestyle of women who concern with health and beauty. This is seen by a large section of female specific gyms and warmups that are desgined to suit the body and utility sought by women. Some smart brands use taglines that redefine feminine aspired feminity " sweat is the best accessory", " I run to be stylish". Therefore core marketing message must focus on female content or utility sought by female customers.
There are some tips of brands wanting to target women clientele.
1. Tailor-her made
The product design must allow female customers to choose some of the product features that she control or express her identity. Central giftcard now allow customers to insert thier photos on the vard.
2. Splunge on Quality
Something that is rare and scarce arouse the need of female customers through the sense of" Special ness" or "exclusiveness"
3. Cater to her time
For female customers with high purchasing power, convenience and self determinated time for shopping, and terms of shopping must cater to her working lives that are now more and more demanding. This might probably explain why online shopping is so popular among female customers.
4. Indulge her IQ
The marketing message must be logical and realistic that make them feel smart or never make fun of "femininity".
Women adopt more and more social media than do men and are more active too. The point for marketers is how to capitalize on their behavior- using mobile devices, and social networks, online or mobile transaction marketing.
From survey, women are on average 3.5 times more verbally expressive than men with higher engagement in career and family lives. They use social media to substitute their social activities through smart phones. A new female segment is now of interest of modern marketers are " Digital Divas" are women who are active customers for online markets including information and transaction. These digigal divas tend to be of generation Y followed by Generation X and late boomers. 22% of them engage on online shopping at least once a day. Most of them are mothers . Mothers and parenting web-blogs are very powerful source of information through the idea exchange of members about goods and services not only for kids but for themselves too. It can be seen therefore that women are more influenced by reference group and tend to share information based on what they have learned or their actual experiences with the products or services. Retweeting rate among female customers are much higher than those of male customers .
For information sources, females tend to rely on the following information sources when it comes to purchase decisions.
1. Friends and family
2. Experts or those with direct experiences with products/ and services
3. Teachers and academics
4. Religion priests
5. Mainstream media
Digital divas tend to shop their "liked" brands from social networks (55%) especially when it comes to sales promotion tool online. From the survey, the first daily activities of these digital divas is to interact with their smart phones or computers.
Sources: Marketing Plus Magazine, Volume 44
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ReplyDeletePailin krub, how would you explain the difference between normal female customers from digital divas? What can be a maketing apprach difference that a strategic marketer should bear in mind?
DeleteThis comment has been removed by the author.
DeleteI think the digital divas are a feasible customer segment for Thai market. The reason is because as we can see in the current of Thai market women and men are more rely of digital divas such as the internet or online shopping more than in the past. For the women segment, there are a lot of women who work outside and has no time for shopping so the digital divas is the another option for them to make the shopping easier. In addition, there are some group of customers rely on online shopping because it is easier for them. Some products are not available in Thailand so they order from abroad in the cheaper price. As we can see nowadays, there are several types of products that women can buy online such as cosmetic, clothes, and accessory.
ReplyDeleteEven though these digital divas are a feasible for the women segment, the products are not various, mostly there are the same category product that women usually buy online. So I think the digital divas should add more product category to make the shopping are more interested.
Furthermore, I think we should have the demonstration way for show the product to the customers, especially for the women segment. If our products are unique and high quality the customer may not sure if they buy online because they do not test it yet. For example, if customers buy the cosmetic, we should demonstrate how to use this cosmetic correctly and prove that our cosmetics are really high quality to make our products are more reliable.
Thanika 5380042
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ReplyDeleteThis comment has been removed by the author.
ReplyDeleteIn my opinion, I do believe that Digital Divas is a feasible market segment for Thai society nowadays. As what we all know Thailand is a female dominate society. The ratio between women and men, women tend to have a higher population here in Thailand. More population equals more chance to gain money from all these wealthy women here in Thailand. The marketing strategy that I would use would be marketing promotion. I believe by providing free education for female whose interested in coming up with their on digital divas like internet use that could brought them with more convenience would possibly be the best way to attract these market profitable segment. I think with the right push and public relation, there will be more females that would like to join this and started to come up with digitals things that would make their life easier, since female tend to have higher population compare to men in this Thia society. Furthermore, according from the article, it also mentioned that the percentage of female using high technological product tend to be higher than male as well. All in all, I believe by implementing this idea with the right strategy would surely brings profit to the company.
ReplyDeleteThank you very much and enjoy your night kub!
Wei-Min Lin ID: 5180682
Do you think Digital Divas are a feasible customer segment for Thai market? If you have to market a product to them, what approach will you adopt?
ReplyDeleteDespite the traditional view point of the linkage of electronics and digital divas towards male users, the possibilities for females in the Thai market to be able to link towards that concept is actually rather high. Due to the growing of smart phones users and the advancement of technology, the integration between work and life have become much more convenient. Moreover, the growing of the middle class have also made it possible. For instant, women could be working but at the same time be able to go online and make purchases of the latest collection through a couple touch of the screens. In fact, since generation Y is considered to be living under the critical event of the boom in computers as well as the fact that generation Y is about to go into the work force seeking a work- life balance, it makes it much more possible for marketers to target this group as their main targets. Although other groups such as generation X and the late boomers do make use of the technologies available and has a higher purchasing power than generation Y has, but it has be proven that both generations would take in more considerations while making purchases compared to generation Y. Thus, to be able to capture the upcoming generation Y could be a great opportunity.
Having a product and to approach the female in the Thai market, the best way is to have a promotion. Despite the growing of the middle class, the Thai market is still considered to be price sensitive. Taking out the generation x and the late boomers, whom has the higher purchasing power, but they will not make purchases if they are not fully convinced and sees the need. However, on the other hand, generation Y do not have this mind set. Thus, to be able to capture the largest segment of the market, it would be through providing promotions, and deliver this message through smart phones and make such information available as much as possible. Moreover, the Thai market also values guerrilla marketing. This is mainly due to the culture it has. Thai women tend to try new products or make purchases from listening to people they know and trust. Therefore, to be able to make information available digitally as well as through friends and family’s words, it would be a suitable strategy for the Thai market.
Yi-Pin Chan 5380002
Like others opinion, I also think that Digital Divas are a feasible customer segment for Thai market because recently, Thai women have worked on thier own. In other words, they are working women, including business women, business owner, office lady, and so on. They have to spend much of their time on working and on commuting to work. Therefore, it is quite hard for them to have enough time to go shopping. Nowadays, social network is becoming big matter for Thai market, Thai women purchase and selling products and services via social network. For example, women post pictures on instagram as well as checking the current trend of many things, such as fashion, quote, services, and so on. It is very possible that digital divas can be happened in Thailand.
ReplyDeleteAnother reason is that digital divas can save a lot of time of Thai women in terms of business operation. Currently, women proportion comparing to men is larger, and women can work in the position men can work. Therefore, digital term can help Thai women to control the business at home rather than going to the office. Moreover, in terms of marketing, business women can release the promotion thruout the social network which is the big matter for Thai market. For example, now Thai celebrity turns to sell products, such as clothes, cream, brandname bags, ans so on. They hire other celebrities to be the user representatives to drive up the sales. This is very common in instagram, and it does really work.
Rutsee Sanguansakpakdee 5280544
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ReplyDeletein my personal opinion, the digital divas is already exist in Thai market and it has potential to growth as well according to the case. moreover, it obviously feasible to do segmentation based on the digital divas beacause the way that Thai women live nowsdays is much more familir with men that they usully work fo theri own that make they have less time to shopping that why online shopping is growing based on this segmentation. moreover, the musch more open or acceptable about transexual that uslly make the pool of this market even more bigger and of couerse more feasible.
ReplyDeleteif i have to promote the products to this market the way that i will do is that guerrilla marketing on the social media in orderr to give about the brand and the benefit of the products as well. As i mentioned above, with the way that Thai women adn transexual live that make it more opportunity for the brand and the products can reach to the customers with less cost as well. furthermore, i might use facbook to make customer to share the product by thesalve which is can say that i make cutomer to help to promote the product via the way they live in daily life.
Thinnakorn 5280337
I definitely agree with Thinnakorn that the digital divas segment is already exist in Thai market and it has much potential to growth so it will be profitable if business will do segmentation based on this target as due to nowadays, there is no inequality between male and female, so women usually live and work by themselves that make them do things in the most convenient way. Therefore, online shopping is one of the best solutions for them. Another significant factor that is the dramatic growing of technology and social network such as Facebook that not only provide convenience for customers on purchase, but also easier for producers and companies to connect with customer and do marketing.
ReplyDeleteTo do successful marketing with this target group, I recommend using of celebrity or specialist to promote products through social network like Facebook and Instagram as women in Thailand was usually influenced the trends from this social network and celebrity. For example, there was Furby trend that started from female celebrities such as Chompoo Araya posing this toy on her Instagram. Furthermore, using the world of mouth through social network is also the effective method to market and promote product with this target group.
Nuttakorn Pattaratreranond 5280896
Personally, I think digital divas are a feasible market segment for Thai society. Due to technological availability, we can see that today Thai women are more familiar with digital devices like smartphones, laptops, or computers and getting more involved with social network. Also, Thai women now tend to live their live in work-life balance way which they try to balance their lifestyle with their work. So, they would prefer to purchase products via online because it is very convenient for them in which they don’t have to go physical stores anymore. Therefore, it could be an opportunity to segment digital divas for Thai market. Using social network and online advertising would be the best approach for marketing products with digital divas segment since this segment, especially generation Y and X, heavily spend their time on the Internet and social network, so this could create ongoing search and word of mouth for the products.
ReplyDeleteAccording to the article, I think the Digital Divas are feasible customer segment for Thai market. As we already know that this kind of market is already existed in Thailand, it is gradually emerging. And now, we can notice that it is much growth. I can say that almost every business about women is trying to use social network as one way of channel communication because it can cover wider range of target customers and low cost. Moreover, the lifestyle of women today has been changed, women became working women and can do almost every career as well as men. Therefore, there is nothing different between women and men. Since the women became working women, thus, to do transaction online or online shopping would help them to save time, plus they will spend a lot of time in the cyber world. Therefore, this will be the tool to make their life easier. From the article, I agree that women have more purchasing power than men because they can be able to spend in order to be perfect. In addition, the products that we have to provide them should be high quality at the reasonable price, and the products should have value because as the article mentioned that genX, genY and late baby boomers are the group of customers that have high purchasing power, and now, these types of customers are more knowledgeable, so we need to brand the product in an intelligence way. Furthermore, by doing online business, I believe that some customer feel untrustworthy because customers can't touch, try or see the product, so every business should make them trust on your brand.
ReplyDeleteSince we know that using social network is the most effective way to communicate with target, so this tool will be the best approach for me sell the product. However, using it alone may not deliver the value proposition of the products, so I would use celebrity endorsement to create value to customers. For example, as we know that Instragram is very popular, and by using this kind of technology can make people feel closer to the celebrity. Thus, this is the best way to communicate the product throughout the picture and caption from celebrity, so we can gain the attention from customers at least we can make them aware of the products. When the products can create the value by using celebrity endorsement, so it can be out opportunity to charge at the higher price.
Chalisa Visadepromsri 5280418
In my opinion, I think digital divas are not feasible for Thai market at all because even though nowadays thai female use to purchase many stuffs from internet but they still depends on tradition shop a lot. also, you can see that for Thai customer that purchase product from internet is only few percents compare with other countries. it may increases in the future, but today is still not work at all. another reason is that Thai people that have an education enough to do the transaction on internet is very little. if you really want to do a market on internet, you should wait more in the future.
ReplyDeletehowever, if i have a product in the market, i will use the tradition way and also use an internet to promote my product. even though the percentage of customers that use internet compare with whole target customer is very little, but it can stimulate my revenue too. i may use many promotion on pricing to attract female customer because these female customers like the sale or cheap price. also, i will promote by advertising in the movie or series that target female customers like to watch, to encourage them to buy my product without noticeable.
passavee sakesuwan 5380038
In my point of view, i agree that digital divas is feasible market that attracts lots of investors in many business areas. As we can see today world, The rapid growth in modern technology provide better opportunities for business owner to access into market and easy to communicate with potential consumer. For instance, social network such as Facebook, IG, Twitter and so on is used and help to express lots of information through this powerful media. Also, from my experience, I rarely see products that target on men comparing to women stuff, so it is obvious that women market is very potential and very attractive. One of the most popular market on digital is fashion That is strongly influenced basing on women, so you can see the portion between them.
ReplyDeleteThe approach that need to be adopt is to use some influential people to promote the product. As Thai women is very sociable sex and want to be accepted, so it is better to promote the product by using people that can act like an idol that Thai women feel comfortable and confident with. For instance, there are lots of cosmetic brands use actress to promote their product, so it makes the brand noticeable and then consumer can recognise the brand.
The thai women is not a feasible market fr the digital fivas. The thai women still fepend on physical shops at a larger percentage because they can virw and try out the ptoducts. To make the digital diva a feasible market for thai women they have to use attractive promotion methods to get the attention of the thai women.
DeleteNiphaporn Sachdev 5380713
Digital Divas are feasible customer segment for Thai market because nowadays internet is wider and wider, so many people are using it, and it is more convenient because people can surf the internet via their smart phones. Moreover, according to the case there are 72% of social media namely Facebook users are women, and they are also tend to shop online. Therefore, it seems like segmenting for Digital Divas in Thailand is going to work.
ReplyDeleteI understand that there is one thing that buying online cannot do is that customers cannot try the products first, so I will create the application to sell for customers that this application will link with the front camera on both computers and mobile phones, or can access to the picture albums, so when customers want to try the product, they just click try on the products, and it will show the products up, and you can match yourself on it. Moreover, I think application makers can make it 3D for more reality when the customers try shirts or shoes.
Ariya Thanasiripong 5280155
I believe that the Digital Devas are now exist as one of customer segment already in Thai market, and tend to grow more in nearly future. Today world is the era of technology and electronic. Both men and women need something convenient to support and comfort their lifestyle especially women, according to this article above. We can see the women in X and Y generation in Thailand interesting more in using social network and online market as their tool to purchase product instead of walking in actual shopping center. For example, according to the article, most women use smart phone and computer more than in the past to access the internet shopping site.
ReplyDeleteIf I am a marketer and try to capture this Digital Devas market segment, I will try use the low cost way as much as possible. However, I believe that the famous women celebrity can influence Thai women. When I want to sell the product, I might spend cost on hiring those famous celebrities as a presenter wearing or holding my product and take a picture through social media sources such as Facebook page, Twitter, and Instagram application. I am sure that this celebrity endorsement are some of the approach that will be work nowadays because most women might follow that celebrity in those sources and want to be like those famous actresses or follow fashion. This approach can save much cost on advertisement because we can just only post the picture of our product with celeb in online sources.
In the next few years, all technological people might not go out shopping in the mall and turn to use online market only.
5280850 Tanakorn Toonkumthornchai
Yes I think that digital divas is a feasible customer segment for Thai market. Since we can see the increasing in number of people using the internet and the social media. We can see that this can be an opportunity for us to explore this market. Also with internet, it allows marketer to communicate with customers with a lower cost than those old method. Not only with lower cost but also real time and internet allows faster transaction and payment to be done.We can clearly see that there are more female users in the social media such as facebook, also these female users are also more active than male users, they like to spend time on Facebook, wandering around. And it is very for people to start up a company online in these social media network. And the customer to not need to leave their workplace or home to go shopping they can do it right from where they are.
ReplyDeleteTherefore, I think that digital divas is a feasible customer segment for Thai market. With the approach we should target specifically right to our target group. With technology it allows us categorize customer based on their interest, so we can target to our specific target group according to their interest. With this it allows us to save cost and time since we can directly contact our target group and don't have to waste resource communicate to those who are not interested in our products or services. For the sources, if the company have a lot of budget company can go for well known celebrities in Thailand, that the target group aspire to be and also make them feel like those celebrities are living the world that the target group cannot take part. But nowadays, company can go for a lower cost choices such as those net idols or those people who became famous through online media. Such as a music group: Room 39 or the TV shows "VRZO". These people have high impact in the social media world, they also have a high number of people who followed them in the social media world. By using these people as a source, the source themselves can help the company to gain attention from the market.
In conclusion, company should consider digital divas as a feasible target group. And should use a source who gain popularity through online network because it will help the company gain attention from the market faster and more effectively.
Titinun Suttinaraphan 5280330
i believe that digital world today is important for marketers to focus on. according to my research, they said there will be a lot users participate in digital media by 2020. therefore, i believe that digital divas should be one of the most segmentation in Thai market as you can see the increase in numbers of women and tablets adoption rates. Women have less time to go shopping and even sneak out the working world to shopping through online media. For example, there are numerous of online sellers in IG FB and other online shopping intermediaries such as zalora and more. However, the banking system is not secured enough and some of the sellers are not reliable. Thus, i think that along with the segment this, we should be carefully analyze about the legal issue that help them feel more secure to spend and focus on the logistic improvement to not deliver the defected products.
ReplyDeleteUchukorn N. 5180656
Technology changed the world today, and i believe everyone is aware of that very well. So, that is why many marketers and merchandisers heavily concentrated and focused to the online shopping and market and Digital Divas are a very big part of it in the modern society undoubtedly. I truly believe that this online market with the attraction to Digital Divas has a very great potential to grow in the near future. There is no question that Digital Divas is surely feasible in Thailand. As we have seen women tend to work outside more and more which is very different from the old days culture, and we also have seen that women in today society marry at more age. Consequently, with this lifestyle of modern women, they are be able to attach more to the online media or social network. Personally, the very powerful trends and issues for the Digital Divas are including fashion, health, and beauty products.
ReplyDeleteI have noticed that Thai women in gen x and y tend to be based on celebrities and follow the trends or issues that are very popular and being talk about in the society at that time. I think it is not quite a difficult task to capture this market because everything is publicized. Facebook, Instagram, Twitter, Youtube are already powerful tools marketers can make use of benefits. All in all, i think capturing the trends is the key to capture the Digital Divas market, and finding the suitable celebrities to be the presenters would be the interesting way to do the marketing
The digital world is probably the most important thing for marketers to focus on in the modern world. Especially for younger people such as generation X and Y. The trend of typical women's roles is changing and more and more women are working rather than staying at home and taking care of the families, many are staying single by choice and have just as much if not more buying power than men, so yes, I do feel that it is a feasible market just waiting to be exploited. The internet is a very powerful tool for this and is also cheap in terms of advertising. Celebrities might be a good way to market this in Thailand as we can see that many people follow the trends set by celebrities.
ReplyDeleteThe approach which would probably be effective would be social media such as Facebook and Instagram as the article shows that this is one of the most observed media when women are purchasing products, as well as their friends and family. A way to promote using this may be by a photo competition where the customer would take a picture and upload it to facebook with the product being sold in order to win a prize, maybe a discount or free product. This would use both social media and friends word of mouth which we can see are both very important, if some celebraties were also involved this could make the product desirable to the target.
While I feel that this is feasible, it is much less dominant than in western countries, as it seems many people in Thailand want to see or try the product rather than just purchasing online, maybe due to poor postal service or lack of trust in the suppliers. Integrated marketing would be essential for this as the may find out about the product online but want to purchase it in the shop so they can physically see the product up close for themselves.
5280469 James Hammond
In my opinion, Digital Divas is feasible customer segment for Thai market. nowadays Thai people change the way of shopping by using Social Media as a source of their shopping, but it is growing slowly. The growth of changing their behavior is slowly because Thais do not trust the online shopping. There are many online stores that are deceptive to customers that they do not sending the products to customers after they receive the money already.
ReplyDeleteFor the approach that I think is best for the marketer is that they have to make trust for the customer to ensure that they can trust to the online-shopping. If the marketer can make trust from customer, I am sure that they can target to the female segment directly. As we can see from the growth of the technology and also the trend that Thai people always follow the trend of the celebrity. Most female love to use the social media through smart phone as we can see easily from the female students in the university, so we can make sure that if we use the internet and social media for the channel of the communication, marketer can capture more for customer in the female segment. The example of the channel for internet and social media are Facebook, and Instagram.
In conclusion, Marketer should use the source of internet and social media to communicate directly through Facebook and Instagram to gain attraction from the female segment which is very large and important for the company. Moreover, company will gain more revenue and profit if they can capture and communicate to the female segment effectively.
Rut Poolchan 5280342
According to the lecture of Aj. Kandapa, there is still a lot of room for growth of the online shopping in the Thai market. However, Digital Divas are increasing as technology becomes readily available at affordable price, e-payment and credit cards usage are promoted and approved at a faster rate, women are more educated, younger crowds have financial access, while working women hold higher position in Thai society more than ever before. As these factors increase at a stable rate, Digital Divas would be a feasible customer segment for Thai Market.
ReplyDeleteThe approach that should be adopted for marketing a product to this customer segment would be best if they were to be based on customers' experience, recommendation and word of mouth via online media such as blogs and reviews of customers' experiences. Allowing members of Digital Divas to have a say about how they feel would encourage future use as the product is developed and improved accordingly to their recommendations, this would make the customers feel that their opinions are heard. The brand should also allow these Digital Divas to share their comments/ products/ experiences with their friends and family as well as the public due to the fact that they are verbally expressive and believing in a good heart of sharing experience for the common benefit. Product sample home-delivery would be an appropriate way in allowing Digital Divas to try the product without wasting their time going shopping as time is considered as valuable by this target group.
Sakotkarn Thanadsornsarn 5380242
Currently there are a high number of people who rely on internet, women more than men. Even though the number of Thai women who are active customers of online market might not be as much as women in some countries like the US or some other European countries, it is growing. As changes occur, technological advancement takes place, the number of educated women and working women increases, there will also be an increase in online shopping and active customers in the online world. Therefore, the company should respond to the changes, the faster the better, and ‘Digital Divas’ has a potential to become a feasible market segment in Thai market and it also has a potential to grow more in the future.
ReplyDeleteTo market the product to this group, using social network and making the product known through it can be very helpful as these women are on social network and online very often. Holding a contest and charity event through web page is also one of the ways to gain attention. Since this market segment seeks a lot of information from friends and reference groups having the product get reviewed by famous bloggers and internet icon would also increase the awareness and interests. Some might not make a transaction online but they still find information online. Moreover, one of the most important things is being trustable, as trust is one of the weakest points for online markets. Creating customers relationship and building trust is an important task for the brand to do. Having an official online store would help customers who don’t have access to the product an opportunity to buy them and it will help in securing the customers that the product is real and trustworthy.
Nicha 5380020
I partially agree with the classmates that it is feasible for marketers to segment for Digital Divas, but NOT for the Thai market.
ReplyDeleteYes, it is true that women are dominant in digital communication. They use Facebook and many other social networks such as instagram, twitters and etc. than men do; in other word, it could be said that they use them because they are addicted to them. Also, these social networks not only provide a more convenient way of buying and selling channel for consumers, but they also contain information about the products. Thus, online consumers today, especially women, more educated, savvier consumers, can capture market trend and update the products’ details from the review of online shop’s as well as celebrities’ posts.
However, in my opinion, I think to do digital divas segment in Thai market is still far away because I do not think those online shops in Thailand are exactly the right online shopping. Even though Thai people know online technology, but they have less knowledge on Internet transaction. As we can see, Thais mostly pay for the products via ATM or the bank; they do not know how to pay online like using Paypal which is more safe and convenient for both sellers and buyers. At the same time, since their purchasing decision relies on many sources, it means that they are quite sensitive and conscious; women spend a lot of time researching the products by using online channels, and mostly end up with buying them at retail channel which is store. As a result, I do think it is going work well to market the product online.
Therefore, if I want to market new product, I will use the traditional channel which is retail store along with using “online channel to promote” my product. This approach is not only more convenient and trustworthy for customers, but it also can create a better relationship among retail shop and its customers by face to face communication in store’s service which allows me to constantly gain revenues and loyal customers in the long run.
Suwisa Wattanasin, 5280765
From my opinion I do think that “Digital Divas” are a feasible customer’s segment for Thai market but with some change to the system. Despite the possible digital divas customer segment for Thai market, Thailand still have a loop hole in online shopping which is the liableness of payment process. In Thailand, we still rely on an unsecure payment where customer will have to make a transaction first either through ATM or Internet banking in which the seller will receive the money first then, they will send you the product after they have received your money but we will never know when we will get our product and sometime we don’t get it. Moreover, like every countries, online shopping comes with risks. It is hard to tell whether the product are authentic or not and Thailand seem to have a lot of counterfeit items. As I am also a woman who is an active customer in online shopping when I do online shopping I tend to find the website that is trustable based on the feedback of the current customers, magazine and friends/family that used to buy from the website who can verify authentic product. Therefore, to successfully penetrate this ‘Digital divas’ market segment, the product that are sold must be reliable and trustable. If companies want to capture this type of market segment especially in Thailand, they have to promote that the company are trustable and their products are of high quality and authentic. Moreover, come up with a new payment procedure that can guarantee that the customer will get their product for sure if not they could get a refund. In this case, PayPal can be introduced as an alternative payment process. With this strategy I believe that it will help increase the number of online customer in Thailand and hence, Digital Divas will be possible customer segment for Thai market.
ReplyDeleteLaksina P. 5280096
Well talking from my own experiment - you definitely need a good command of Thai and if you are not thai yourself, then forget about yourself being the salesman to go sell to these Thai ladies. Depending on what age group they are but mostly, they are very loyal to a brand and prefer Thai's and not foreign people, especially Asians. I think Thai females perceive American and European brands and are not very price sensitive or too intellectual in terms of the quality. Brand image is a very important factor for high end products for the Thai market, usually. Navneet 5180008
ReplyDeleteAs we all know the female population in Thailand is more than male. Therefore, the digital divas are certainly a feasible customers segment for Thai market. The numbers of working women is growing more and more each year, which leads to less time spending for shopping. With the help of social media, now they can purchase through shopping online. Women are more value-conscious than men do, they like to compare products to choose the best possible one. Hence, the products to be offered to women must be at high quality with a reasonable price. The best methods to approach to female customers are to use social media like Instagram and Facebook. Since in each day, women expose to these two types of media the most, especially Instagram which is very easy to access daily. However, the use of social media alone may not be attractive enough, because of the trust problem. How can they be sure that the products advertised online are reliable. Therefore, another approach is to use celebrities’ endorsement. Thai women is easily influenced by celebrities especially actors and actresses. If the products are seen or used by celebrities, customers would feel more attractive and will want to purchase more. Finally, women like to watch series more than men, so, to use product placement in those series would be a great opportunity for them to expose to the use of product socially. With the use of all approaches mentioned above, the chances to gain interest from female customers to buy products would be very high.
ReplyDeleteSheconomy is a very interesting concept that was dreamt and planned long ago by the feminist movement, yet no one had ever thought it would be materialized due to gender barriers until now. So considering these possibilities, it looked more than interesting for the project such as Digital Divas to be initiated on. It is agreeable that Thailand is a country where female have broken free from many cultural barriers or social hinders excluding some very niche issues and therefore even though they may have the capabilities to engage in societal interactions somewhat better than man, they are still under this mindset of expecting more than the price they paid when comes to purchasing. This is why a thorough plan is needed. Now that technology is enable and things such as smart phone or social networking has became women’s good friends, just by trying to create a whole new schema of elite and perception of worth(either subjectively or objectively), Digital diva would become truism in no time. In conclusion, merely a set of creative and decent promotional patterns is required especially when we have women who are willing to spend Million baht on just a purse.
ReplyDeleteSawang 5280815
I surely agree with the concept of sheconomy, because females are less reluctant in purchases, and raising in boom in female market is invincable. Facebook merchants now shift to insgrams instead once the increase in numbers of users, and several features of instragrams benefit the businesses that operate under product base. By follow those accounts in ig randomly, there are chance those people will notice and follow back our brand as well their friends or followers may notice us as well. Moreover, i believe that females have lots product knowledge, so that they suit with ig or fb shopping that seem to be risky without any knowledge respected to products.
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