Published on January 15, 2005

Loxley Trading is for the first time resorting to a below-the-line strategy to market Greenut garden peas to a specific target group and on a limited budget.

Products group manager Pairoj Khongprasankhan said the company had been the sole distributor for Greenut for four years, during which time it has used only above-the-line marketing – conventional techniques like press releases.

Going “below the line” means Loxley will focus primarily on events, beginning with a national contest for university students hosted by a new firm, PR Biz (Thailand). Bt50,000 in prizes will be awarded, including a Bt30,000 scholarship to the winner. Results will be announced at the end of March.

Pairoj said such activities should introduce Greenut to its target buyers directly, who would in turn spread the word.

Between February 1 and March 15, PR Biz will take a road show around Bangkok universities and promote the contest upcountry in other ways.

Nitida Asawanipont, The Nation

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