Have you ever tried ‘Thai tea’? Tea is a relaxing beverage, which has long story. It is famous for both European and Asian people to drink during the day. Apart from the long history of the original tea, there has a change and taste development to suit each country or society.
Tea can represent as beverages for elderly people in the past. However, the current trend has shown the rising of beverage shop opening where tea has become the main ingredient. I would like to give the Thai famous tea shop which has long history since 1945 named “Cha-Tra-Mue”.
Cha-Tra-Mue faces the problem of brand image that can be perceived as only for old people and does not represent young generation. In 2017, Cha-Tra-Mue has become a great success in reaching all generations by changing its sale strategy. The management of new young generation operates the business more understanding what the target needed. For instance, the very popular product which brings Cha-Tra-Mue back to the market is “cha-kulharb” (Cha=tea, kulharb= rose)
Cha-ku-lharb or Rose tea is one of the most popular menus because of the quality of the product and its marketing strategy. This brand used adaptive marketing strategy, which is a significant factor to change the brand image to approach consumers. Cha-Tra-Mue uses social proof as a tool to help their business.
Looking at the product; rose tea was launched on valentine’s 2017 with the idea to have a new product during this love season; yet, it has become the bestseller menu that the company decided to continue. Due to the social media has gone viral about this tea as a detox tea because the ingredient and the effect of drinking it. The main attribute of rose tea for health such as detoxification, improve digestive system, healthy skin, nervous system and reduce fat in the blood.
The quality of rose tea cannot be popular without social proof. It is one of the psychology of persuasion defined by Robert Cialdini. Social proof in Cha-Tra-Mue can clearly be seen as word of mouth; from consumer to another consumer. For example, when first consumer drank rose tea and really want to go to the toilet, they think it is very effective tea then they told other friends. So, from word of mouth of your friends can be both users and wisdom of your friends social proof. For the former means the real customer’s review, the latter is from your friends which persuade you to buy follow them. Another key to announce the property of rose tea is to be published in the online channels that also lead people to buy. This will be the social proof in section wisdom of the crowds, which many people think it is good, then follow. Moreover, many consumers face with defecation after drink rose tea, therefore, some doctor has proven which is an expert social proof that this tea does not put any medicine to help detoxification but use all natural elements instead. Furthermore, Thai celebrities also post and review this tea which becomes celebrity social proof.
Basically, customer behavior showed that people want to try new thing like try the power of rose tea and challenge with it. Some of them want to try because of their defecation problem. On the other hand, the popularity of slim body might be the factor that consumer buy because it is a detoxification. Thus, they would buy detox tea which recommended by expert than buy medicine to solve defecation issue.
For example, According to LALANDE (2016), Thailand was ranked two from ten of Asean Economic Community of an obesity problem. Trend of healthy and slim body is the significant factor for Thai people. Some people think that often defecate can make them get slimmer and healthier. So, people who have difficult excretion might have rose tea as a way to help them because it sounds safer than take slim pills.
After persuasion, Marketing tools needed
From social proof which gathered a majority of consumers to know, change attitude of the brand and to be their customers. Cha-Tra-Mue produces other flavored milk tea and creates product extension, which is soft serve ice-cream apart from beverages. Additionally, the package has also changed but remains its original logo brand for the concept of long prominent tea in Thailand.
The psychology of persuasion should run with marketing strategy. The result of using psychology first has increased its market share, created brand awareness with product extension and increased number of branches which over 60 branches in Thailand (longtunman, 2017). Cha-Tra-Mue should use adaptive marketing to maintain customers and increase profits.
Thinking about the latest cafe or restaurant you went, are you the one who was persuaded by social proof?
Bernazzani, S. (n.d.). 20 Examples of Social Proof in Action. [online] Blog.hubspot.com. Available at: https://blog.hubspot.com/marketing/social-proof-examples [Accessed 7 Nov. 2017].
Cialdini, R. (2011). The Psychology of Persuasion. [online] Videoplus.vo.llnwd.net. Available at: http://videoplus.vo.llnwd.net/o23/digitalsuccess/SUCCESS%20Book%20Summaries/2011%20June%20SBS/Influence%20Summary.pdf [Accessed 6 Nov. 2017].
Discovery in Action. (2015). 6 Persuasion principles for your work and personal life. [online] Available at: https://www.discoveryinaction.com.au/latest-news/6-persuasion-principles-for-your-work-and-personal-life/https://www.discoveryinaction.com.au/latest-news/6-persuasion-principles-for-your-work-and-personal-life/ [Accessed 7 Nov. 2017].
If you bored of shopping only at department stores that meaning almost the same experiences, there is some hangout place that I recommend you go which is open-air market in Thailand named “Artbox Thailand”
What is Art box Thailand and why is so popular?
Art box Thailand is the night open-air market in Bangkok, which comes up with a theme of chic, relaxing, and trendy. This market has variety of creative food and beverages, free concert, fashion items, handmade home decorations and art zone. Therefore, Art box market seems to be a small community for teenagers to shop, eat, and relax in this newest hangout place. Moreover, the place where market located is very convenient to come but it does not have permanently located. When the event has exactly date, time and place will be announced through Facebook fan page and Instagram.
Let’s look at the main concept of Artbox Thailand. It is the creative market. So, the great, strange and excellent ideas have been seen in every shop in this market, which approximately 200 shops have been on a display. According to Tripadvisor (2017), the famous travel page, recommends Artbox Thailand under the vote for 165 out of 573. The page has recommended this market as one of the top things to do in Bangkok when visiting Thailand. There are many categories of shop which can be divided into 4 groups.
Foods and beverages
Creative Thai and international foods with the color, packaging, and positioning of foods
Fashion items and home decorations
Street clothes, glasses, shoes, watches, handmade mobile cases and home decoration items
Mini concert makes market lively and energetic
An opportunity for young artists to show their talents
From all the features, the pop-up market has given a unique shopping experience to customers unlike the normal shopping experience in the department store. Artbox uses social media as tools to connect with sellers and buyers. Many sellers who come from online channels can expand their shops to offline store.
Who loves open-air market?
The target customers are teenagers because Artbox has been known by using social media promoted. In this online platform, people who were born between 1980 to 2001 are millennials or generation Y that are familiar with the use of technology (McCarron, 2016). Furthermore, the products in this market are creative and unique. Therefore, groups of people who come to the market have the same interest and may create community together.
Focusing on the behavior of millennials generation, this generation and the technology are growing up at the same time. Technology seems to be the main factor of their lives which almost everyone from this generations has individual space on online platform, and they often search and share their personal information to others through this platform (Bolton et al., 2013). This means that the target group of Artbox market has online behavior and leads to use individual space for sharing their shopping experiences.
According to Christofides et al. (2009), cited in Bolton et al. (2013), most of personal story of millennials have been posted and shared on social media. This expresses that this generation wants to communicate to others of how they live their own lifestyle. Similarly, the stage three of hierarchy of need theory by Maslow (2013); people want to be accepted, loved and respected by external factors. Therefore, people who share their personal information such as their experience through social media perceive online support (Boonlue et al.,2016). Moreover, as they are the consumers, they will be the communicators and badge identity.
Thailand was ranked 7th among the Asia pacific countries in using online platform (Boonlue et al., 2016). This argument is supported by Pornsakulvanich (2017) who stated that Thai people especially 49% of age between 18 and 25 usually use social network system in daily life such as Facebook (6.10 hours/day) and Instagram (4.02 hours/day). Additionally, the behavior of Thai people was influenced by Thai culture which communities are significant than individuals. This led people to become social media addict in order to connect to their society.
The way of millennials uses Artbox as tools for showing trendy
Customers mostly do
Come to the market for exploration (Hoping to find something new). For example, creative food, live concert shopping, meet someone, etc.
Most of Gen Y use feature ‘check-in’ in social media to mark the place name ‘Artbox market’.
Take photos (with food, selfie or market’s atmosphere).
Post photos though personal online space.
Sit for eating, chatting or listening at the concert.
Go back with good experience.
On IG :The number of follower about 79k in Oct 2017 (Instagram.com, 2017)
On Facebook: The number of page like about 200k in Oct 2017 (Facebook.com, 2017)
Artbox understands their target customers who are often used social media that will help the market to gain recognition and lead to further sell channels. For instance, decorate market with beautiful light and big banner to be the iconic image for millennials to take photos and post.
What millennials get from going to Artbox Thailand market?
Coming to Artbox market can enhance the shopping experience of generation Y in terms of seeing new kind of market event, creative products and also posting attractive photos on social media. Artbox creates value from changing perception of traditional market to trendy market. Millennials treat trend the important factor in their lives, they can share and give opinion about the newest market expressed through their personal accounts to their online friends and show that they mean trendy people (Ordun. G, 2015). Thus, the market communicates by using online platform to help customers feel more interact with their society. Thereby, millennials can use Artbox Thailand to be the place they can express to their online communities that they are trendy people and the individual experience can be perceived.
Bolton, R., Parasuraman, A., Hoefnagels, A., Migchels, N., Kabadayi, S., Gruber, T., Komarova Loureiro, Y. and Solnet, D. (2013). Understanding Generation Y and their use of social media: a review and research agenda. Journal of Service Management, 24(3), pp.245-267.
Boonlue, T., Briggs, P. and Sillence, E. (2016). Self-Compassion, Psychological Resilience and Social Media Use in Thai Students. Proceedings of the 30th International BCS Human Computer Interaction Conference, (4), pp.1-8.