Alcohol Watch!: Strategies to Control Alcohol Business Targeting Youths!

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Alcohol Watch! Strategies to Control Alcohol
Business Targeting Youths!

• Dr. Parichart Sthapitanonda
• Associate Professor
• Faculty of Communication Arts, Chulalongkorn
  University, Phayathai Road, Bangkok 10330
• Thailand
• sparicha_at_yahoo.com

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Keep our eyes on them, if we want them to run an
ethical business in the country.
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After keeping our eyes on them, here are what
we have learned from Thailand.
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Product More products, more brands are
introduced in Thailand, though a new act has been
implemented.

• ? Beer
• Lower Degree
• Lower Callories
• Draft Beer
• New Brand Beer
• Made in Thailand or Imported Brand

• Spirit
• Ready to Drink (RTD)
• Shaking Drinking
• Lots of sizes (mini-normal-
• big)

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Price Affordable price for all, though it is
illegal to run any promotional activities.

• Discounted price
• Promotional price (though it is illegal)
• Special collection
• Price for every target segment
• Illegal products (no tax)

Limited Bottle
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Place We are so closed to U! , though it is
strictly controlled by law.

• New Channels of Distribution
• Same location, but new decoration
• New space in the digital world
• Blog, website, hi5, twitters SMS
• - Interconnect with all kinds of media

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Promotion Indirectly Encouraging Need of All.

• Experiencial marketing (music sport, party, art,
  fashion, drama)
• Raise awareness of Thai Products that have
  international standard
• Bring International Atmosphere to Thailand
• Using IMC to shaping perception, attention,
  action

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Positioning Making a difference with a special
characteristic.
Health In Trend Freshness
Fun Friend Fashion World-class Achievable
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Public Advertising Moving the Mass into
attention
Brand A difference we can make.

• True friend Friendship
• Good Society Good Person
• Soft Sales, Focusing on Corporate Image

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Public Responsibility Projects Alcohol Business
super star, who are socially concerned.
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Partnership Managing stronger relationship with
the local international partners
Pub, Bar,Restaurants, Shops, Business
organization, Government, travel industry
Supporting social community to Act within the
proposed Agenda
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Publics Paying attention among special target
groups.

• Trend-setters

• New Consumers (YouthImplicitly)
• Travellers

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Policy Advocacy Fights Consultations
Mass Media
Policy Makers
Pinpointing the issues Asking for governmental
advise Acting as they are sincerely support the
local community Secretly support the
movement to call the less strictly alcohol
policy Use information/data to force action or to
request for helps Filing against the anti alcohol
peole
Alcohol Business
Publics
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In summary Though they announce they are not
aiming at youths, their acts indirectly imply
their main targets are always youths the
loyal customer in a long run.
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What we need to focus in the future

• 1. Still keeping our eyes on the alcohol
  business.
• 2. Encouraging youth to maintain their
  participation
• in Alcohol Watch Activities enlarging the
  number
• of youths who enjoy keeping eyes to challenge
• alcohol business.
• 3. Working closely with the media, to pinpoint
  the
• Unethical illegal behaviors of alcohol
  business.

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What we need to focus in the future

• 4. Educating the target publics about the trick
  treat of alcohol business.
• 5. Enforcing the current act, and call for the
  better act.
• 6. Supporting the alcohol victims to speak on the
  consequence of alcohol, to fight for a better act
  .

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What we need to focus in the future
7. Working closely with the lawers. 8.
Networking of alcohol watch groups at the local,
national and international levels to work against
the multinational business. 9. Alcohol Literacy
for All (not only youth), in order to fight
against belief toward alcohol

• .

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Final Thought If You Dont Know Where to Enjoy
Trendy Lifestyle in Local Community Nearby, Ask
Alcohol Company. Then you will find they are
all around you.
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Will you allow them to get much closer to you and
your younger generations???
The future is in our hands our collaboratory
work.
Thank You.