BNK48: Factors affecting the success in Thailand.

Abstract

In the digital age, music companies have been forced to reform their business to survive against high levels of competition. Music industry has tried to enlarge their scope of work more than producing music because their songs can be accessed, copied and downloaded easily. However, BNK48 is a new idol group, was debuted in 2017 but they are very famous in the way that no one can imagine that it could happen in Thailand, especially in the digital age. BNK48 is one of sister groups in 48group, franchiser of the idol group originated in Japan. BNK48 is different from the traditional way of music industry because they are not singers, they are called “idols” that do not perfectly sing or dance but can sell many CDs and also related items such as card and photobook. This study is aimed to find out factors that have the positive impact on customer behavior and lead to success of BNK48. Qualitative method is applied in this paper by using in-depth interview, observation and secondary data analysis as the instruments. There are 5 respondents for in-depth interview. Besides, first-hand observation also uses for gaining the real experience at the event, together with secondary data analysis which mainly focused on AKB48 case. The result of this research shows that marketing mixes of BNK48 have a great impact on consumer decision. “The story of idol growth” is the product that offering the right value for target customers and the suitable marketing strategies can reach consumers in every touch points. Together with power of social media in digital ages that can create the multiple effects so that BNK48 can be successful within short time.