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) ก,.!.&='(' !" ) ก( 5 < ก !"กก+;=)) &'()
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:ก)(กก ก@ ก ))ก ' # #ก<ก;' );ก* $ก &' ( =C @ C $กก +C !"+ ก+ ) )ก<ก;' !L @) !"ก;':ก 7-11 ก,)
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7-11 . ก, ,ก) + ;+'K .) .)#< !"ก ))ก,.!.& กก ) <:'ก< < ก @)')
=<(ก:ก')ก ?' กก '+)ก<ก;' !L $ก &' ):+K) ) &'()ก ..."
LกSIRก?VMCก 4P 64 (Product) GBbC346AJ7H4ก HกH? K4กOกVOAก5 O 4 A66O >cO Aก>O ST4 กVOAJKAO7Oก5 O JS_d กJJS_d >ก>ก4 3J? ?R ST4 I7Oก@6[OP กRLIAJกก64 7กQ O KCกRLIกQ@JJASSef HOกL กRLIAJ 6A@HL7H4กHกH? STก@7H464AJ6AO7LOG4>B6
6 (Price) 64LI3?76SIA 35 - 50 >?iJ? กRLIAJก6 7OJL>S>A LIกVOAA
NJ (Place) @ JQ >?AJกก4 7-11 J?O7ก4>J? >?
55e H VA I4ST4JAJ634กL@Aก
กOAก (Promotion) 7OกAJกL>S>A6ก54 5 Lก6Sก OA?3?I4C7H4STJ4Lก OLกjกAก
>B636K?KAO?Aก54 L@7H4?3?KAO>OJ6 LกQLL>S>A 6ก5?R 5 Lก6Sก กR@7H4?3?>3QAJ?กก54 กLกQAJก 7H4ก64IAkกกC6 10 4@Aก6A5J 1 ก4 กLกQกRLIAJกL6O 6กกJ74 7-11 STกกIV4?3?I47H4ก644LกC6AAก 3Q
2. ก/01ก 6
?JH4 HC (Brand) STS_LL?@6[?O?O6A@RLก >?
44ก43C @7H4?JH4STJ4Lก (Brand Awareness) 6 ก@7H4 กVOAS\HA?ก6AIHกI4O6V6O3 Brand >?LI47H434NกVOAS\HA?
7H4AกJV IAกLI74กIกJ46A7L (Impact) cSIก4?
- กIกK4N64 (Brand Recall) HA?N กJG4>B6O??JH4364 K4 >?KAO4AJH7O?7H43IกN
- กLL@K4N64 (Brand Recognition) HA?N กJG4>B6O??JH464 KAOK4 OLI4AJ7HO?6AL@
7H4G4>B64Lก64QIกK4IAJกIV4 AJMJก46A4Lก>?
46AO764 H?JH4 (Be Different) , 746@3[HJ? (Involve Slogan or Jingle) , ก74[ก C (Symbol Exposure) , กNG4>B6 (Communication) , กST ScC7กLกAOP (Event Sponsorship) , ก74ก?VMC3???JH4 (Consider Brand Extension) I กOAก3? (Sale Promotion)
G47H434AHก (Key Informant) K4กOO
"...)='=,ก+ก') 7-Eleven +' ก,ก+?' R ; ก)<C (Branding) R ; ;ก*'),=!&ก)
26
:!<<)<C )Wก%RC)<C +C #?:<.X ) 7-Eleven ,
<C=) ก, +C=!+ ) # !"ก,?:<.X:ก<<ก= (Brand Recall)
<C..."
"...กก%;RX# ) <ก =+Z;ก #)<C)) !":ก&&<):ก )(+ก+')ก< #' * :ก (:ก!ก' ;ก ) &<ก ก,(
+:'') ,( C #.ก ก#[$กX#<ก..."
"... $:C\]ก<&)ก) ^#C ,ก) )([ = &W?:(: ( &(&Wก&) ก(:ก<ก<#ก)&)ก) #
=)+Zก'?:<.X ก(
;RX#(+K;< ;):ก !"ก R:'')) &' ก +')* ) ) ..."
LกSIRก?VMCก4C 46KAOK4@ก ก A O HAC ?V I>C A74กก@ก346 LกSIAAJKAOกก@>t L@7H4ก464Hก (Brand Awareness) ?AJ4?AกOG4>B6 46AJL@34?AกAJ?ก4 7-Eleven JAJ
?O7S_L LVSIA 7,339 3(http://7web/) 46 SIA 27 3 3 (https://www.facebook.com/welovekudsan)
O46K4@ก?VMCก4C34A74กกกG4>B6 >?AJ ก4ก4C7H4กG4>B6(Brand Awareness) 7H434Lกก643cLI K4SJ?J4 7-Eleven AJG434A74กSTL@Aก7OI SIกก46J Se74 7-Eleven กRLIST4J?O7HOVA 4ก4 LV3?64 AJกC 364KAOOLISTLV3? S\?6 S\?I@64 ST4 IAJก@[ก C364 6
AC6 KSQJH44STก7H4G4>B6LL@CK4J?3Q STก4ก4 7H4กOG4>B64LกIกK4 (Brand Recall)
JกQ?AJก46AccQN6VB364 (Appreciation of Quality) HA?N กJG4>B64N6VBVกSIก364Hก4ก6ASI7L7 64HกQ 6AccQ (Appreciation)= กOLก 6A7L(Satisfaction) 7 SIR 6A6H (Expectation)6A7L 3ก64ก3QLกกJ64HกSTKS A6A6H33 O6AccQกLกกJก64K464HกH6A 6H33
46AJกก 6VB6A Iก 7H4K4Ay7Vก3 4 C7H43RISTJ4LกI3ก64 46AกO7H4ก64 A64 7HAO?P 7H4ก64AJ6A4กSก7HAO Vก6QJ34A74ก IAJก@L6O3O I
@A6IHC 34J 34J? I??AH>ก7กก?B64Iก QHA 7H4C6STJ4LกI34KS?O77L3G4>B6 IกST6Ac?CO?JH4 (Brand Loyalty) OKS
3. ก/01ก74 ก2 8ก
กกก (IMC) HA?N กIกGก กJ474กH?SกกVOAS\HA??OO กJLIAVO44 jกA3กVOAS\HA?7H464ก6A4ก3 >?กLMJก 647H4G4>B6กVOAS\HA?K4 4Lก64 cLI@KSO6A4 6A6V46?IAJ6A A764C7CH >?กกIV4jกAG4>B6 KAO7O46Oก4 ก LL@Hก?AOQ IMC LSTกIกL7L7I?I?IO >?74 6AH?S O >t SIAMC กOAก3? กLก 6AAMCกก64 ก4กLกA Call Center IJAC {{ 7H4กjกAJ 4ก c6AHกJกก74AJQHA 6 O 6
1. ก>t (Advertising)
2. กSIAMC (Public Relations)
3. กก (Direct Marketing Communication) 4. กOAก (Sales Promotion Communication) 5. O (Personal Communication)
6. กVกLกAก (Sponsorship and Event)
28
G47H434AHก (Key Informant) K4กONก@กก34A74ก 46K4O
" ...ก)<')= 2 ! X ก ก<:กX :กXก :กXK) #ก) X)Cก . `#'() Operation @)+)กก ', # ก(?#); (^ก*
)?' FC(?:ก: 7-Eleven), + ) Line Group Chat, !&;;ก()<?:< =! '(:ก Xก .ก( #ก)(; ก<:ก!, ') )$ก#:; , <(กก<'(ก),
POP. R ; #)::ก)
<! '( Social Network &' Facebook ก !"ก)
&'))กก<:ก..."
" ...IMC )=' #='&' 7-Eleven #) R ; ก) branding , = pattern ก , #, :ก ก @ (' 6,000ก(' +') #) 200 ก(' ='&'<< stand alone #` ก, Recall Brand K( 6,000 ก # )ก =<ก back up ( 7-Eleven + C +C @C(+)ก.q%R&'( #, ##).q%R=! ก<: ก()ก() :ก ก ,ก +<.+:) (..."
"... ก, R ; !Lก..ก # ก##C..ก ,= =C, facebook ') ( +'ก) !" ก<ก)=' ก')# ) )='=.!.)W'ก +)ก,;RX#
ก' <ก+);RX# ,ก' ) "
) " ,:ก #:!ก+'!ก =' )
)##C =' ,กก= +'+ กกก(' , )'(ก< < ก ! #ก)+')* !"
ก%R) Catering @)=<ก+<<..."
743ก?VMCกก346Q ?AJKAOAกLกS_LL?
H?P?O L@7H446AJก>?AJกVOA6 2 กVOAHกP J4@ก7H4 347LL 6
1. กกกVOAก>?กAJกSIAMCกJ?ก46 KAOOLI ST>S>AOP I@647HAO H64J@iI7OกOP GOOก 76Cก O JAC76Cก C3O76Cก KAOOLIST75CHAQOP FC conference STกSIVA>?7H4G4Lก3VกP434ASIVAกOP3 4 7-Eleven ST4 cHOJQSTกกIV47H4676CกK443OISTก SIAMCSกOSกK4JกH
2. กก6B?ก6Cก 46กRK4@ก@ LV3? STก B?74 4 branding AJก@>>ก46KSK47VกLV7O34ก5 KAOO LISTAC6J?OH44 S\?ก6 A64 I 6 ST4 STก7H4 G4>B6K4LL@C6 H7H4กJ4OAก3?II@64กOG4>B6 STกI@64JกH
กGO Social Media 6 Facebook ISTOJ34NG4>B6K4O?I KAOJ?6O74LO? cAAJASIA .. 2555 IAJ?L@6กK6CST Fanpage SIA 10,000 6 7O3 Social Media JQกRK4AJกI@>S>AOP34JAJ?O7 3IQ AJกI@647HAOPJK4AJก@กA 7OกOPกRAJกSIAMC 64JLI@3Q7OIกQP O647O KC กL 6CA ST4 AJ กSIAMC43JAJ?O3467H4ก644 กLกQกRLIAJก>CSJ 7H4QI6A4 I6A7H4L 7H4ก64K4HRL346?O?P JกQ
?STกกกSกOSกK4Jก4?
2 ก6:5:;34802/8 (Secondary data)
Lกกก 6464IA34A Lกก JAC Hก
?MC I?กL?JกJ?34LกNOP AQ34ALกCR G4L?K4
30
@กก 646434A344 @ASI?VกC74STกกก 346 JQ
>4A3ก5
กก 34ALก6A O >4A3G4>B6ก57S_LLV?AJก A3Q?OO cS_LLV4ก5AJ7H4กHกH?IG4SIกก??O?I?
7H[OกR34AV7MVกLJQ KAOOLIST46J J3?A34 4J?OIก H4 ก5IJAJ?A 4OSTก7H4กG4>B6QQ >?iI7ก4@ก ?O VA AH?? >? ST4 G4>B6?AกAก5?R I7H46A@6[Aก ก3ก5 ก7H4ก3ก M??3ก 6AI Iก7H4 O HL>S>A L@7H4AJก3O3734ก56O34 4ก5OPKAOO LIIKHกR4OHก?VMCOP@A3O3ก6O3O LLI46AกO364 7H4G4>B6กก4O64ST?OK A44กRLIกกIกNC IกST 6ALกBกJO64K4
4 7-Eleven G4SIกก?7H[OกRSTH7G4J34AV7MVกL4ก5 Lก4 7-Eleven AJ3STL@AกSI G4HLHROI>ก7ก Se4ก5J63Q >?64QLIกVOAS\HA?JST6KSJ344 7-Eleven AJก
@ก?VMCก Marketing Mix 34ASTก?VMCHก346 >?AJ64J HกH?QกVOAก5IKAO7Oก5 I?AJ64J@iIกOP 6364กRQ 6JKAOAกIKAO4?LกKS NJQ346กRLISTกGกก4 7-Eleven I AJกกNJJLISe466LI4ST47ก4@ก ?OVA AH??
>? ST4 IAJกL@>S>AOP O 66A HAJ>S>AOAก 4 7-Eleven ST4 ก?VMCกOK4@7H464กกVOAS\HA?cSTกVOAก644 7- Eleven @7H4K4กJJ ก?VMC4ก3467Oก>?AJJC ACกRQi3??34 7-Eleven 6 5,000 HO7K?STกN>กSIAMC4 6KS4? HLกQLI4KSJก4ก4C AJกกG4>B6 LV3?
STO7H[O 743กกJHRกRLISTกSIAMCGO KC6 Facebook cกRSTJกHOJSTก4ก4C กSIAMC7H4 G4>B64LกAก3Q cก@กก346Q?NOAJ4?Aก
Lก34AกAB CกIA34ALกกก 6464IA34A Lกก JAC Hก ?MC I?กL?JกJ?34LกN OP AQ34ALกCR O 4ก56QOASe46QกK474ก?VMC OSIAก(Marketing Mix) AST6A7ก@4>?@ 4P 34ASTQy 3กA4
>?64(Product)J4ก56@A3?7H4กOก64กRST64JST6A 4ก3G4>B6 AJ6VB IกI3กAก5กRSTJ?A73IQ 46 (Price) กRQ6J?O7ISกHAI KAOกKSHKAONกกKSIG474กกR 6ก64J34A74ก74 7-Eleven cAJ6AHกH? 4NJ(Place) กก@
JQ3กSe4ก56 กRLIก4 7-Eleven JAJ3QJ74HAIA AJ@3 4J?O7ก4>J? >? 55e HVAIST4JAJ634A74กSTL@
Aก 4กOAก(Promotion) AJก6647Oก7H4CSTJ4Lก 3G4>B6IAJก@>S>A?OO 7H4ก6434AcQ64ISTกI@
647HAOP7H4กOG4>B6Jก4?
7OกSTก@ก>?ก74ก?VMCก>?74 4P AJกก G4>B66O344? O7S_LLV4ก56AJก@กกก H IMC @A74ก4ก56Aก3Q 4jกA3กVOAS\HA?7H464ก 6A4ก3 7H4G4>B6K44Lก64JLI@KSO6A6V46?I6AA764
>?AJS7กกG4>B6JQ
1. ก>t (Advertising) STSก46AกO764H464 7HAO O 7Oก@6[OP กRLIAJกก64 7กQP AJกLV3?
(Selling point) @HOGBbCIS\?647LVJL 7H4STJIVIO?O กLL@3G4>B6 กLกJQ?AJก74>>ก4AC6 ST[ก C7ก4ILL@
CJก4?
2. ก3?>?74ก (Personal selling) Lก4ก56?OB?74 7- Eleven ก3ก56กLกLI6AST4?46 6CC@I 64ST4? ก3?LANI@64II@64AA7H4กG4>B6K4Jก4?
I7O7ก4กOPกRLIAJก@64A7H4A4ก56
3. กOAก3? (Sale promotion) AJก6647OกOP O OSeALI66ASIB>ก>ก4 IA @HRกPSTกV47H4RกPcQ
32
6A STก3??yก64A3Q IS_LLV4ก56K4@>S>AcQ644 ก56IK4AS~ 7-11 OAก4 7-Eleven Jก4?
4. ก7H43OIกSIAMC (Publicity and public relation) OกOLISTก SIAMC LV3? OS_LLVAJกSIAMC7H4กOV66QB?7IB?ก6Cก AAก3Q >?74กGO Social Media 34ASTOSIก4? B?76CกกRO ก SIAMCGO>SCACI5C JAC3OISIกB?76Cก RKcCB?7 6Cก ST4 V66B?ก O Facebook 34ก56JAN7H4VกO34A?J?AA IกK6C 3O I>S>AJP ISTJกOH7กกG4>B67 กA 64IกK4?ORJกH4?
4?34L@ก7SIAJAJL@ก34ก56L@7H4กก กQKAOAN@K46L>?JLIKAOK4AJA?V >C HAC H
? ST4 OกR?AN@กกกA74ก4ก56K4 O Iก74กGO Social Media O Facebook H instagram กRSTJกOJKAO J?6O74LO?IAJSIMGJกH
5
ก
กกก "กกกก (Integrated Marketing Communications) 34ก5 "6" 74 7-Eleven" =>?@ABCD6E ก กกกก (Integrated Marketing Communications) 34ก5 "6" 74 7-Eleven F@F G4>H4Iก>4>D@>
J@>6BK (Qualitative Research) กO?34?กก@ก@>34 34?CP?K?
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1.1 !ก"#ก"$%#
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กBU?ก644 7-Eleven @?@กI`FH?U?กDH?U4>กHC 4A@ (Place) A@F3 46 DGกก4 7-Eleven =>DกI Iก BUA =@> D
=> C\Tก D4กU?ก3> (Promotion) ?@กI=C=?66?
D 6U6ก64กE@6 `6U34H46?7กก64
ก4E (Brand) T >@T4 C\C^>I6]>U>U6?IO ก =>44ก43E I7T4>@T4C\@4ก (Brand Awareness) 6 ก I7T4กBU?CeT?>ก6?DTกD4U6B6U3 Brand =>D47T434A กBU?CeT?>7T4?ก@B D?กD74กDก@46?7 (Impact) ` CDก4> กDกH4A64 (Brand Recall) DกIH4A64 (Brand Recognition) 4ก56กO>>?I7T4EC\@4กUG4=K6 =>กIก4 ก4 B3>64 ?@กE364H?UUDC\B3> Ce>6 Ce>DI64 C\4 ?@กF6K>7DK>กC\กCD?JEED64>U =>กก6K>7 กO?@กCD?JE34?3U346GU@?E 76Eก CDก75E DE76Eก7T434ABกUกU676Eก
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?ก กCD?JEGU U T?E >B =EF>H?U?AIH4 UกOD?@
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U?ก@I3F กDกU3UHC>กBU?CeT?>U X 7ก@>กU sกกt T marketing communications 6F@>กF X U Marcom
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=>กJ@ก64 (Brand Contracts) 7T4G4=K6CeT?>H44ก64@D IHCU6?4 6?6B46>D6??764>@T47>@T4T` IMC C\J@กFP7 กIกDกUกG43U@C\T?>
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