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Double A Shares its Brand Building Story with the Graduate Students of Paris Dauphine University

Double A Shares its Brand Building Story

In this photo, Mr. Thirawit Leetavorn introduces the topic to 150 students who are taking up Master’s in Marketing and Communications.

 

Double A Shares its Brand Building Story

 

Mr. Thirawit Leetavorn (2nd from left), and Ms. Eva Delacroix (rightmost), the Programme Director with the graduate students of Dauphine University.

 

Paris, France - Double A Senior Executive Vice President Mr. Thirawit Leetavorn was invited by Paris Dauphine University, one of the leading French business schools, to deliver a lecture on how Double A’s socially committed and innovative business model has successfully developed a global brand out of commoditized paper.

 

During the lecture, Mr. Leetavorn presented to future business and opinion leaders the stages of product, consumer and values driven marketing using Double A’s activities in the past 20 years. According to Mr. Leetavorn, the art in selling a commodity such as paper stands in the creation of emotional link between the brand and the consumers. The objective on the other hand is to transform a commodity into a high quality product that saves the environment and creates shared value among key stakeholders especially to the farmers and local communities in Thailand.

 

“It’s been a great pleasure sharing Double A’s journey among the brilliant young minds of Dauphine University. I hope Double A’s story, creativity and commitment to developing local communities throughout the years have brought new learning and inspiration to the students in their respective field of endeavor,” shared Mr. Leetavorn.

 

Ms. Eva Delacroix, the Programme Director, claimed: “Dauphine was very honored by Mr. Thirawit’s presence. It was really instructive for the students to learn about an international company implementation in France. All were very interested by the Asian perspectives and the potential of such companies. Some students already want to join Double A to continue its success all around the world!”

 

In 2013, Double A has officially made France its production hub in Europe after the successful recommissioning of the DA Alizay paper mill.  Today, DA Alizay is supplying France and neighboring countries with ‘Made in France’ paper.