Marketing Situation Study of New Addictive Product, Adapted Cannabis and Kratom Product in Social Media Platforms in 2022-2023

Abstract

This article aimed to investigate marketing situation of new addictive substance infused product, cannabis and kratom infused product in 4 marketing mixes; 1) P-Product/Price/Packaging situation, 2) P-Place/Physical evidence/Process situation, 3) P-Promotion situation, 4) P-Public communication/People situation. Result showed 20 types of new addictive substance infused products, a new product which was an illicit syrup drink similar to cough syrup was the cheapest product and was heavily marketed in every online platform. Package study showed the use of cartoon as package appeal and harm reduction. Selling channel study revealed new addictive products can be found in every online platform in Thailand and Facebook was the main channel and sellers employed new logistics system in selling and delivery. The study also found 9 promotional techniques sellers used in promoting these products, price promotion technique was mostly used. In communication study, reviewer was used to demonstrate product as advertisement. Result of this study showed new addictive products as a new threat to Thai society. Further result in 2023, after cannabis and kratom new legal framework, found more adapted product from cannabis and kratom in every social media platform. Collectively, this result must be announced to government sectors in marijuana recreational use law amendment, in prohibiting online sales and in protecting children.