ALTERNATIVE MARKETING COMMUNICATION STRATEGY FOR CREATING PARTICIPATION WITH A BRAND: A CASE STUDY OF CENTRALPLAZA RATTANATHIBETH AND CENTRALPLAZA CHAENGWATTANA

Abstract

The objectives of this research “Alternative Marketing Communication Strategy for Creating Participation with a Brand: A Case Study of CentralPlaza Rattanathibeth and CentralPlaza Chaengwattana” are as follows; (1) To study on Alternative Marketing Communication Strategy for Creating Participation with a Brand; CentralPlaza Rattanathibeth and CentralPlaza Chaengwattana, (2) To analyze factors and barriers of Alternative Marketing Communication Strategy for Creating Participation with a Brand; CentralPlaza Rattanathibeth and CentralPlaza Chaengwattana, (3)To study and develop the use of Alternative Marketing Communication Strategy for Creating Participation with a Brand; CentralPlaza Rattanathibeth and CentralPlaza Chaengwattana. This research used qualitative research methods in three forms; 1) Documentary studies such as article, news, and analysis, 2) In-depth interview, and 3) Non-participation observation.

Alternative Marketing Communication Strategy for Creating Participation with a Brand, CentralPlaza Rattanathibeth and CentralPlaza Chaengwattana, is a strategy at the operational level (not strategy at the corporate level). The strategy mainly focuses on creating participation with a brand to two customer groups, general customers and tenants. This is a strategic marketing communications with the use of social media options (Social Media) to build a relationship and brand loyalty to the Shopping centers in the long run.

Moreover, a common strategy (Collaboration) in conjunction with a special event marketing (Special Event), such as Corporate Social Responsibility activities and festivals and special holidays events, invites social institutions and local communities to participate in marketing communication activities of the shopping center.

The factor supporting the use of Alternative Marketing Communication Strategy is the popularity use of communication through social media (Social Media), but the hindrance is lack of expertise in using social media that change quickly by its nature. For the guidelines in the future, the shopping center should focus on brand management in systematic way with regard to its competitors and the development of knowledge about social media (Social Media) for practitioner level to be more efficient. In addition, shopping mall should also measure effectiveness on building engagement and participation, as well as focus more on mobile marketing.