1. February 14, 2003 IGSM, Faculty of Business and Management, UniSA Green Products Cosmetics and Toiletries: The Marketing Strategy of Thai Herbal Products Ms.Siriraks KHAWCHAIMAAHA BBA (Thammasat University), 1978 HA (Thammasat University), 1979 MBA (Thammasat University), 1986 CPA Thailand

2. February 14, 2003IGSM, Faculty of Business and Management, UniSA Green Products Cosmetics and Toiletries: The Marketing Strategy of Thai Herbal Products 1. Green Products Cosmetics and Toiletries: A Global Perspective on Attributes and Marketing Strategies for the Thai Industry 2. Green Products: The Marketing Model of Natural Extract Based Cosmetics and Toiletries in Thailand 3. Green Products: The Marketing Model for Thai Herbal Cosmetics and Toiletries

3. February 14, 2003IGSM, Faculty of Business and Management, UniSA The study of cosmetics and toiletries (C&T) global marketing and green marketing strategies compares to the C&T MNCs The study of cosmetics and toiletries (C&T) global marketing and green marketing strategies compares to the C&T MNCs Green product attributes in general Green product attributes in general Customer profiles and attitudes relating to C&T products Customer profiles and attitudes relating to C&T products Research Methodology : Qualitative Method of secondary data Outcome : The Generic Marketing Model of C&T Paper 1: Green Products Cosmetics and Toiletries: A Global Perspective on Attributes and Marketing Strategies for the Thai Industry

4. February 14, 2003IGSM, Faculty of Business and Management, UniSA Paper 2: Green Products: The Marketing Model of Natural Extract Based Cosmetics and Toiletries in Thailand The study of the Marketing Model for Natural Extract based C&T compared to the MNCs in Thailand and the essential components of marketing strategies and their prioritization. The key success factors of green products will also be investigated. Lastly, the study of the importance of personal selling skills and techniques in acquiring and maintaining customers The study of the Marketing Model for Natural Extract based C&T compared to the MNCs in Thailand and the essential components of marketing strategies and their prioritization. The key success factors of green products will also be investigated. Lastly, the study of the importance of personal selling skills and techniques in acquiring and maintaining customers The comparative study of marketing model discussed in paper 1 with the marketing model of paper 2 the Gap Analysis is beneficial to paper 3 The comparative study of marketing model discussed in paper 1 with the marketing model of paper 2 the Gap Analysis is beneficial to paper 3 The experiences and successes of the marketing model of local Thai C&T companies The experiences and successes of the marketing model of local Thai C&T companies Research Methodology: Qualitative method: in-depth interview Outcome: suggested “ The Marketing Model for Natural Extract Based C&T in Thailand” Gap and Model is further developed and explored in paper 3 Gap and Model is further developed and explored in paper 3

5. February 14, 2003IGSM, Faculty of Business and Management, UniSA Paper 3: Green Products: The Marketing Model for Thai Herbal Cosmetics and Toiletries Personal interviews of the Policy Makers, marketing team and sales team. Essential components and prioritization of findings. Examination of selling skills and techniques in beauty care industry Personal interviews of the Policy Makers, marketing team and sales team. Essential components and prioritization of findings. Examination of selling skills and techniques in beauty care industry Thai herbal quality, efficacy and product performance. Government promotional policies, such as tax incentives, tax privileges Thai herbal quality, efficacy and product performance. Government promotional policies, such as tax incentives, tax privileges Comparative study of the marketing model of paper 2 with the marketing model of paper 3. Analysis and recommendation of the Thai herbal marketing model Comparative study of the marketing model of paper 2 with the marketing model of paper 3. Analysis and recommendation of the Thai herbal marketing model Research methodology: Qualitative method : in-depth interview Outcome: recommend “The Marketing Model for Thai Herbal C&T” Benefit : The value added to Thai herbal plants and development of additional strategies and processes for commercialization. In addition, the local C&T industry would be able to develop ways to compete with global brands

6. February 14, 2003IGSM, Faculty of Business and Management, UniSA Business Model and Marketing Mix : Thai Herbal Cosmetics and Toiletries Products Government Tools Tax privilege, Incentive or Exemption along the value chain Country of Origin Made in Thailand Thailand BEST Distribution Channel Beauty Salon and Spa Franchising MLM, Direct Sales Mass Market Brand Builder Advertising & Promotion Competitive Price Point Brand Builder Advertising and Promotion Specialist Magazine Company Newsletter NGO In Store CorporateEnvironmental Environmental Green Marketing, Ecology Green Label Brand Builder Core Service Value Education: Business, Product Value-Added: Skin care, Face care, Body care Healthcare:Food Nature is the Best Medicine Packaging and Label Natural packaging material, Transparent or White or Milky translucent Biodegradability, Ecology, Environmentally-Friendly Core Product Value Quality GMP, Hypoallergenic, Dermatologist Innovation Performance, Efficacy Cosmeceutical Natural, Herbal and OrganicBrand Loyalty Brand Enhance

7. February 14, 2003IGSM, Faculty of Business and Management, UniSA Green Products: The Marketing Model for Thai Herbal Cosmetics and Toiletries Product Thai herbal extract, Organic natural Price Value for Money Distribution Channel Franchise, Institute, Beauty Salon Promotion In Store, Corporate, Environment Environmental Green & Healthy Economizing Corporate Awareness Environmental and Green Philosophy, Policy Marketing Model Thai Herbal C&T Organic and Green Branding Healthy, Safety, Naturally Quality, Innovative, Product Performance Quality Service: Face & body care With personal selling

8. February 14, 2003IGSM, Faculty of Business and Management, UniSA Comparative Study The Body Shop – MNCs and International Brand Secondary Data Secondary Data In-Depth Interview – Local Thai Marketing Manager In-Depth Interview – Local Thai Marketing Manager The Oriental Princess – MNCs and Local Brand Secondary Sata Secondary Sata In-Depth Interview In-Depth Interview Green Marketing Mix and Strategy ; Local & Internationalize

9. February 14, 2003IGSM, Faculty of Business and Management, UniSA Summary of Green Product Attributes Basic Attributes 1. Product fragrance 2. Water base, Oil Free 3. Product color 4. Product Texture 5. Product Performance 6. Safe for All Skin Types 7. Good Value for Money 8. Packaging Design 9. Packaging Color 10. Brand Image 11. Corporate Image, Name 12. Country Image, Name 13. Opportunity for Pre-Test 14. Outlet Atmospheres 15. Point of Sales Materials 16. Country of Origin 17. Thailand Brand Name Green Attributes 1. Natural Extract Ingredient 2. Thai Herbal Extract 3. Product Performance of Natural Extract 4. Non-tested on Animals 5. Green Product Label 6. Safety Factor 7. Environmentally Friendly 8. Reduce Resource use of Product 9. Green Packaging Economic Attributes 1. Help Farmers 2. Improve Country Economy 3. Low cost of Raw Materials 4. Good Value for Money 5. Necessity to Purchase Products

10. February 14, 2003IGSM, Faculty of Business and Management, UniSA Summary of Customer’s Attitude on Green Products Products 1. Credible ( safe, made of Natural Extracts, Environmentally Friendly) 2. Natural Coloration 3. Good performance: Anti aging, Whitening, Acne, Blemish Performance, etc. 4. Wide Ranges of Products 5. Attractive Appearance 6. Satisfactory Fragrance Packaging 1. Environmentally Friendly 2. Made of Recycle Materials 3. Many Sizes with Family Size Price 1. Expensive 2. Good Value for Money Quality Atmospheres 1. Beautiful, Attractive, and Tidy Decoration 2. Relaxing, Friendly Atmosphere 3. Outlet Size 4. Outlet Availability 5. Expert Beauty Advisors Promotion 1. Discount for refilling products 2. Member cards 3. Corporate Environment Practice

11. February 14, 2003IGSM, Faculty of Business and Management, UniSA Summary of Green Marketing Strategy Products 1. Natural Extract Ingredients 2. Natural Coloration 3. Recycle-Reuse-Refill and Reduce Bottle Price 1. Good Value for the Money Outlet 1. Environmental Atmosphere Promotion 1. Activity with NGO 2. Activity with school Environmental 1. Recycled paper 2. Energy saving 3. Water economizing Corporate Awareness 1. Recycled paper 2. Products made from recycled plastics 3. Energy saving 4. Environmentally sound refrigerator 5. Water economizing 6. Low energy air-conditioning 7. Without CFCs- chlorofluorocarbons 8. Environmentally sound detergent

12. February 14, 2003IGSM, Faculty of Business and Management, UniSA