1

Integrated Marketing Communication Strategy of Dhamma Pocket Books, DMG

Publishing

Department of Communication Arts Program in Marketing Communication, Faculty of

Humanities and Social Science Burapha University

Abstract

The research entitled “Integrated Marketing Communication Strategy of Dhamma Pocket

Books, DMG Publishing” is a qualitative with the purposes to study the administration of

integrated marketing communication affairs, the integrated marketing communication

strategies, and the process of integrated marketing communication of Dhamma Pocket Books,

DMG Publishing. The research methods included document analysis, individual in depth-

interview, and national and international related literature reviewing. The findings found

were that Dhamma Pocket Books, DMG Publishing employed four integrated marketing

communication strategies:1) White Ocean Strategy; 2) Book Producing Strategy; 3)

Distributing Strategy; and 4) Electronic-based Marketing Communication Strategy. As a

whole, all strategies gave importance on publishers prioritizing benefits to readers, having

policy to produce books with quality and essences enhancing readers their moral in a society,

producing books elaborately, looking for qualified playwrights, fulfilling readers’ needs, as

well as distributing books using multi channels, specifically electronic channels used by

DMG Publishing and mass media.

1. Introduction

Dhamma book was considered a kind of printing materials called “pocket book” in the

past. It was purposively used to teach Buddhist principles and usually was given out for free

to public for the sake of merits. Currently, the Dhamma book brings about new marketing

2

communication strategies and it was known as a “Contemporary Dhamma Book”, which can

have an access to target readers with different ages. As thus, it is a kind of book best sold and

valued by today generation, which is attributed to the modification of the book’s features and

marketing communication strategies affecting the success of “Contemporary Book” suitable

to people who would like to solve serious problems and overcome obstacles in daily lives.

The publisher having influences on new features of “Contemporary Dhamma Book” has been

DMG publishing, which is the first publisher producing Dhamma book with brand identity

since 2004. DMG publishing has launched massive Dhamma books onto markets and it

played important role to create a “Contemporary Dhamma Book” with the cooperation of

Ammarin Publishing. After doing the review of related literature of studies done both in

Thailand and foreign countries, the researcher found that few studies on the use of integrated

marketing communication strategy in printing material business have been done. Thus, the

researcher aims at studying integrated marketing communication strategy and printing

material business (Sukanda Panpetch, 2012: 1-5).

Objectives

The objectives of the present study are as follows:

1. To study the administration of work using integrated marketing communication in

DMG Publishing.

2. To study the integrated marketing communication strategy of a “Contemporary

Dhamma Book” used in DMG Publishing.

3. To study the processs of integrated marketing communication of a “Contemporary

Dhamma Book” used in DMG Publishing.

3

2. Research Methodology

The research entitled “Integrated Marketing Communication Strategy of Dhamma

Pocket Books, DMG Publishing,” is a qualitative. The instrument used was in-depth

interview to elicit primary data from three groups of key informants having insight

knowledge into integrated marketing communication strategies of a “Contemporary Dhamma

Book” used in DMG Publishing. These three groups of key informants were: Group One

which is the administrative committee of DMG Publishing comprises: (1) Mr. Danai

Chanchaochai, who is the president in administrative division; (2) Ms. Natcha Chanchaochai,

who is the managing director of DMG Publishing; Group Two which is the controllers and

integrated marketing communication strategies operators consists of: (1) Ms. Charuwan

Wechtrakul, who is the marketing manager; (2) Mr. Samart Intraprasert, who is the managing

director in electronics, the director of shared interest group/Ruendham of DMG Publishing;

Mr. Yongyuth Khunta Kritsatithadapong, who is the editor of DMG Publiching; (4) Ms.

Theeraporn Maneepornphol, who is a book designer of DMG Publishing; (5) Ms. Sittha

Chotnoi, who is a book designer of DMG Publishing; (6) Mr. Surasak Lasama, who is a book

designer of DMG Publishing; Group Three which is a group of writers of “Contemporary

Dhamma Book” with dominant pieces of writing of DMG Publishing comprises: (1) Mr.

Saran Mitreevech, whose dominant book is called “ What a pity? The dead do not have

chance to read;” (2) Ms. Monthathip Khunnawattana, whose dominant book is called “Snow

in Summer;” and (3) Master Monk Mitsuo Gavesako, whose dominant book is called “Good

Luck Happiness Prosperity,” respectively. The formal and semi structured interviews were

conducted with above mentioned people to raise questions covering all aspects regarding

background and history of DMG Publishing, corporate structure, work positions and duties

and responsibilities, work procedures using integrated marketing communication strategies,

selecting prospective customers, integrated marketing communication strategies of

4

“Contemporary Dhamma Book,” and communicative devices of integrated marketing

communication used by DMG Publishing. There was an appointment with interviewees

about time and venue prior to the interview conduction. While interviewing the interviewees

allowed the researcher to video record the dialogues in the interview. In addition, the

researcher collected secondary data from variety of documents related to a phenomenon of

growing popularity in today “Contemporary Dhamma Book” and channels of marketing

communication of “Contemporay Dhamma Book” of DMG Publishing. The data collection

was done from January to July 2012. The data collected were double-checked and modified

by the interviewees for correctness of the data.

Data analysis and data presentation were done by means of interpretation based on the

theory of integrated marketing communication including (1) conceptual framework about

DMG Publishing and “Contemporary Dhamma Book;” (2) conceptual framework about

Dhamm book and printed materials business by Robert (2006) and Surasith Wittayarat

(2006); and course book for “Media and Printed Materials” by Sukhothai Thammathirat Open

University (2008); (3) conceptual framework about integrated marketing communication and

integrated marketing communication administration by Schultz (2004), Duncan (2005),

Edward (2009), and Moriarty (2011); (4) conceptual framework about integrated marketing

communication strategies by Schultz (1993), Duncan (2005) and Danai Chanchaochai

(2009); (5) conceptual framework about communicating devices and integrated marketing

communication and new media by Kanchana Kaewthep and Associates (2000), Keller

(2003), Duncan (2005), Percey (2008), Austin and Pinkleton (2008), Brown (2009), Green

(2010), and Scott (2010), (6) national and international research studies in related discipline.

The findings of the study were validated using an analysis based on these theories and they

were presented in descriptive form. The correctness of data obtained was validated using

methodological triangulation. That is to say, the data for the sole inquiry derived from

5

different sources. In terms of the validation of research quality, research procedures,

conceptual frameworks for literature review, and research instruments were verified by Dr.

Unalom Chanrungmaneekul.

3. Findings

Part 1: Integrated Marketing Communication Administration of DMG

Publishing.

DMG Publishing or Direct Media Group Co. Ltd. was a medium-sized publisher

including 7 sections: (1) administrative board section; (2) editorial board section; (3)

marketing and sales section; (4) electronic market section; (5) accounting section; (6) stock

and shipping section; and 7) personnel section. The integrated marketing communication

administration of DMG Publishing is based on a centralized system under authority of

administrative board and is controlled and managed by marketing and sales section and

electronic market section. Moreover, an outsider company, such as DC Consultant and

Marketing Communication Co. Ltd helps promote DMG Publishing and give consults about

public relations.

Part 2: Integrated Marketing Communication Strategies of “Contemporary

Dhamma Book)

DMG Publishing has four strategies as follows: (1) White Ocean Strategy, used as a

norm in running a business on ethical codes, gives a focus on benefits derived by readers and

society, integrated marketing communication on realistic values, remembrance activating and

market positioning rather than increasing direct sales volume. (2) Book Producing Strategy,

used by editorial board in planning to produce books and initiating concepts for each book to

be produced, gives a focus on mutual cooperation between editorial board and book writers in

6

producing books based on 5 five aspects: 1) good; 2) famous; 3) unique; 4) outstanding, and

5) attractive. (3) Distributing Strategy, used to promote sales by sales and marketing section

of DMG Publishing, emphasizes on disseminating news concerning “Contemporary Dhamma

Book,” for example book titles, authors or translator, eulogy, contents, selling points, pictures

on book covers, and excerpt or full text using public relations, special events, advertisement,

and media and internet. (4) Electronic-based Marketing Communication Strategy, used by

electronic market section of DMG Publishing, makes use of websites and social networks,

such as facebook, twitter, youtube, DMG book application, and multimedia to contact

prospective customers.

Part 3: Procedures of Integrated Marketing Communication of DMG

Publishing’s “Contemporary Dhamma Book”

DMG Publishing has six steps for integrated marketing communication accordingly.

They are : (1) setting objectives in producing books; (2) indicating who are prospective

customers; (3) analyzing SWOTs; (4) strategy developing; (5) budget setting; and (6)

evaluating the effectiveness of integrated marketing communication of DMG Publishing.

3. Conclusions and Discussion

Part 1: Integrated Marketing Communication Administration of DMG

Publishing

DMG Publishing or Direct Media Group is a medium-sized publisher dividing into

seven sections including administrative board section; marketing and sales section, electronic

market section, accounting section, stock and shipping section, and personnel section. In

integrated marketing communication administration, DMG Publish has employed a

centralized system (Edward, 2009 cited in Sukanda Panpetch, 2012), which is a system of

7

marketing administration integrated under the control of the executive board incorporating

sales and marketing section and electronic market section into managerial practices. In

addition, the outsider company, such as DC Consultant and Marketing Communication Co.

Ltd. plays role as a consultant about public relations for DMG Publishing.

Part 2: Integrated Marketing Communication Strategies of DMG Publishing’s

“Contemporary Dhamma Book”

1) DMG Publish has employed four strategies comprising White Ocean Strategy,

giving a focus on ethical codes and on keeping a balance among people, planet, profit, and

passion. That is to say, business runners, employees, customers, society, community, and

resources should gain equal advantages. The integrity of marketing communication is

grounded on realistic values in accordance with White Ocean Strategy (Danai Chanchaochai,

2009 cited in Sukanda PanPetch, 2012). As such, DMG Publishing has prioritized the

quality of books by providing chances for readers to try reading books via channels of

downloading, for example DMG Application, before deciding to buy them. Moreover, it

incorporates experiential contact (Percy, 2008 cited in Sukanda Panpetch, 2012) into

“Contemporary Dhamma Book” by means of event marketing to activate remembrance and

position market rather than increasing direct sales volume. In terms of theme of the events,

most activities in the events are about the contents of books, charity activities, volunteers for

social helps, and foundation for child help. For the administrative board, the broad gives

importance on over picture and credibility of the publisher, creating trustworthiness to attain

sustainable development (Danai Chanchaochai, 2009 cited in Sukanda Panpetch, 2012).

According to White Ocean Strategy, which is like Credibility Strategy (Duncan, 2005 cited

in Sukanda Panpetch, 2012) , the trustworthiness of the corporate and its products bases in

the integrity of marketing communication and roles of a publisher as a knowledge passer and

simultaneously a moral codes preacher to readers as expected by society. Illustrations of

8

White Ocean Strategy of DMG Publisher are presented in figures 3-1 and tables 3-1,

summarizing 7 item strategic principles of White Ocean Strategy of DMG Publishing.

2) Strategy for book producing, used by the editorial board, resembles a product

planning (Edward, 2009 cited in Sukanda Panpetch, 2012). The product planning is part of

integrity of marketing communication requiring a plan for a working process and concept

about products to be produced. In producing books, the editorial board works with the

writers to design the books based on these five aspects: Good is for books with good

contents; Famous is for points to be written are well-known or writers are well-known;

Unique is for books are totally different from other books; Outstanding is for book covers and

designs are interesting and attractive; and Attractive is for books grab readers’ attention.

These are believed to be main strategies for the success of the publisher and were developed

from Creative Strategy proposed by Duncan (2005) as cited in Sukanda Panpetch (2012) and

editing experiences. In other words, these strategies deal with writers recruiting, book

designing, book naming, and art design.

3) Distributing strategy, used to promote sales by sales and marketing section of

DMG Publishing, publicizes the products of “Contemporary Dhamma Book” and

disseminating news regarding books to be launched on markets. Thus, it is called

“Informational Strategy,” which is part of selling strategy (Duncan, 2005 cited in Sukanda

Panpetch, 2012), which gives an emphasis on the dissemination of news and information

regarding books via marketing public relations (Percey, 2008 cited in Sukanda Panpetch,

2012) to indirectly promote sales volumes to prospective customers using special events

(Duncan, 2005 cited in Sukanda Panpetch, 2012) and to raise customers’ awareness about

new coming books. When new books are released by DMG Publishing, public relations and

special events are the most concern of the publisher because they are considered the most

appropriate channels to disseminate the book products and these channels give importance on

9

media and internet, allowing readers to have access to most detailed information of the books.

In terms of media relations (Duncan, 2005 cited in Sukanda Panpetch, 2012), DMG

Publishing gives priority to media and it is well accepted by the media. For internet media, it

is found that the integrity of electronic marketing communication, involving continuous

dissemination of news and information regarding book titles, authors/translator, eulogy,

contents, selling points, cover pictures, contents and preview, full text contents, and related

information, helps make “Contemporary Dhamma Book” well-known better than books

read by specific group of readers. Therefore, it is the most important way to publicize the

best points of books and advertise them to the right group of readers.

4) Electronic-based marketing communication strategy, using internet to disseminate news,

promote books, and create relationship with prospective customers, is used by electronic

market section of DMG Publishing. Under this strategy, there are two models, one of which

is the interactive strategy with two ways communication and interaction via websites, social

network, facebook, twitter, and youtube, and the other is DMG Books Application which

allows the access of internet supporting platform and multimedia, such as text, photos, sound,

and video. Overall, DMG Publishing gives the importance on new media because there is no

limit in terms of time, places, and access, leading to keeping in touch with prospective

customers for a long time.

Part 3: Integrated Marketing Communication Procedures of DMG Publishing

DMG

1) DMG Publishing has employed six steps in running business. Step One, objectives

setting, is used to set objectives to raise awareness of communication objectives (Duncan,

2005 cited in Sukanda Panpetch, 2012), which directly affects readers and media (setting

customer-focused objectives) in terms of awareness, attitudes, and behaviors. Also, they are

10

marketing objectives to help increase sales volume both in short and long terms and are able

to be measured in figures irrelevant to baseline or benchmark (Duncan, 2005 cited in

Sukanda Panpetch, 2012).

2) Identifying prospective customers using segmentation based on psychographic

segments (Duncan, 2005 cited in Sukanda Panpetch, 2012) is dividing customers based on

traditional belief and religion, and thus prospective customers are Buddhists with a wide

range of ages. Then, targeting, evaluating, and prioritizing groups of readers based on areas

of interests and open behaviors are processed (Duncan, 2005 cited in Sukanda Panpetch,

2012). Generally, DMG Publishing specifically considers readers’ interests in

“Contemporary Dhamma Book,” together with possible channels of communication to access

to prospective readers. According to an evaluation of prioritizing of DMG Publishing, it was

found that there were three groups of readers: (1) readers who have interests in Dhamma; (2)

social network membership; (3) authors’ fans who individually favor particular authors.

3) Analyzing SWOTs is done once a year in DMG Publishing. Based on an analysis,

it was found that strengths, weaknesses, opportunities, and threats were detected from the

dimension of brand relationship (Duncan, 2005 cited in Sukanda Panpetch, 2012). That is to

say, it is an evaluation based on feedback of readers and media. In terms of SWOTs, an

analysis is done a book by a book with the emphasis on a comparison of DMG Publish books

with other publishers’ books in the same areas of contents. Prioritizing SWOTs is done

based on realistic damages and realistic benefits in the time frame, which is a consideration

on seriousness and immediacy of book revising. However, cost in producing books was not

found as a factor in SWOTs.

4) Strategy development of the integrity of marketing communication of

“Contemporary Dhamma Book” is a way of strategy development combining initiatives and

11

working experiences, which is called creative ideas, along with market communication

function and media (Duncan, 2005 cited in Sukanda Panpetch, 2012). Conversely, turning

back to White Ocean Strategy, it is initiative arising from marketing and administrative

experiences of Mr. Danai Chanchaochai, the executive of DMG Publishing, who makes use

of his experiences in running business.

5) Budget setting is processed after planning the integrity of marketing

communication of each contemporary Dhamma book is completed and it comes up with a

book cover. Marketing communication allocation is based on the consideration of the

administrative board because producing each book does not use the same amount of budget,

depending on prospective customers and different channels of marketing communication. In

principles, budget setting conforms to the process of marketing communication budget

allocations (Duncan, 2005 cited in Sukanda Panpetch, 2012). In some cases, DMG

Publishing receives supporting budgets from outside organizations.

6) The evaluation of the effectiveness of the integrity of marketing communication of

“Contemporary Dhamma Book” is a form of evaluating effectiveness giving a focus on the

role of continuous feedback (Duncan, 2005 cited in Sukanda Panpetch, 2012). DMG

Publishing derives feedback directly from readers as evidenced by clipping news and

information, and it also receives opinions and suggestions via channels of electronic

communication, records from registering, and sales volumes comparing to the duration of

popularity in competitive markets.

Acknowledgements

This master’s thesis entitles “Integrity of Marketing Communication Strategies of

Contemporary Dhamma Book” would not have been possible without the help of Dr. Unalom

12

Chanrungmaneekul, my advisor and Asst. Prof. Dr. Chompoonuch Panyapairote, who gives

constructive advice for this thesis.

I am also deeply grateful to Mr. Danai Chanchaochai, the head executive of DMG

Publishing and his colleagues, namely Pee Bum, the manager of marketing and sales section;

Pee Machi, the manager of electronic market; Pee Yuth, the editor; and Golf Sung, an officer

in marketing and sales section, who always facilitates my data collection.

I would like to express my deepest gratitude to authors, namely Pee Tul (Dangtrin);

Pee Pom (Peetul’s sister); Pee Daeng (Montathip Khunnawatre); and Master Monk Mitsuo

Gavesako for so much time dedicated to my interview.

Besides, I am always indebted to my family members: Ms. Charintr, my mother; Mr.

Sophon, my father; Ann Niratcha, my sister; and Aui Itthipon, my brother, who give me

words of encouragements throughout my study.

Finally, my heartfelt thanks go to Assist. Prof. Doctoral Candidate Natcha Northong

and Dr. Kriangkrai Yaikhong , who inspire me to endeavor to fulfill my master’s degree.

References

Panpetch, S. (2012). Integrity of Marketing Communication Strategies of DMG

Publishing’s Contemporary Dhamma Book. Unpublished master’s thesis,

Burapha Univeristy, Chon Buri.