Koh ssichang

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Koh Sichang IMC

description

 

Transcript of Koh ssichang

Page 1: Koh ssichang

Koh SichangIMC

Page 2: Koh ssichang

Koh Sichang FeaturesA small beach island in

Chonburi

Take less than 90 kilometer drive from Bangkok

Product information

Customer Research

Problem & Opportunity

Communication Objective

Creative Strategy

Media Strategy

Budget

Evaluation Strategy

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The AttractionsVintage Palace

•Phra Chuthathut Palace

Peace at heart and soul

•Saan Chao Pho Khao Yai

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The AttractionsPhotographer’s Heaven

• Adsadang Bridge•Chong Khao Kaad

Outdoor Activities•Kayak•Banana boat•Snorkeling

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Customer AnalysisTarget market : College students age 18-

24Age range: 18-24 Income level: 4000

onwardsEst. No. traveler: 4-7Geographic: Urban areaOccasion: Vacation,

Weekend

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Buying Habit

How much : The average price range is around 1,500-3,500 baht per night.

When: Mostly on occasion holidays such as their Summer season (after exam)

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Where would Target Market Search for Information

InternetMagazines Word of Mouth

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Problem- Opportunity Analysis1. Limited information about Koh

Sichang Use informative campaign

2. Only search for more information when have a place in mind

Involve in their daily activity

3. Increase in the use of internet• Spend less time on TV• Depend less on radio

Internet+ Friends

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Communication Objective

“To create an understanding of Koh Si Chang’s features to 70% of University Students in Urban areas within 6 months.”

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Creative StrategyTheme: ExploreMessage Appeal: Friendly,

DiscoveringSelling Idea: Close to Bangkok,

Reasonable priceMood and Tone: Fun,

Excitement and FriendshipPresentation Method:

Testimonial

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Gantt ChargePoster 1: first 3 months

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Gantt ChartPoster 1: first 3 months

•PosterCreate awarenessPromote trip

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Gantt ChartPoster 1: first 3 months

•Print Advertisement: Magazine Cheeze and SeventeenPrint AdsAdvertorial (in month 6th)

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Gantt ChartPoster 1: first 3 months

•EventSet up booth at 5 universities

(CU, MU, TU, ABAC and BU)Booth layout:

Shape of the island

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Gantt ChartPoster 1: first 3 months

•Facebook PageClick like on FacebookPost pictures and video clips

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Gantt ChartPoster 1: first 3 months•Free Trip

3 lucky winners who clicked like Facebook page win a free trip to Koh Sichang

There are an agreement to post the picture in theme of exploring”

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Gantt ChartPoster 1: first 3 months

•Trip Money Refund ContestVisit Koh Sichang, post a video clip on

Facebook and win a chance to get money refund

With limitation of 30,000 baht

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Bottom up ApproachTotal budget is

approved by top management

Cost of activities are budgeted

Activities to achieve objectives are

planned

Promotional objective are set

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Customer Research

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Total Budget CostType of medium Price (Baht)

Print Ads 220,420

Events 164,750

Facebook Free

Trips 141,500

Poster 26,520

Total 552,190

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Budget allocation

Sales

Print ads 39.91%Events 29.65%Facebook (free)

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Cost efficiencies CPM- Print Media

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Cheeze Seventeen

Absolute cost 100,000 135,000

Circulation 52,000 55,000

Relative Cost 1.92 2.45

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Campaign Pre-Test and Post- Test Evaluation

Pre-Test: In a laboratory with focus groups,

asking the target audience how they feel about the campaign

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Campaign Pre-Test and Post- Test Evaluation

Post- Test Number of Facebook page like Surveys for recall and also by

asking the target audience if about their knowledge of Koh Sichang

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Media strategy Evaluation: Magazines

Pros: The message can

be controlled There are many

things we can do with the features

Cons Many magazines

are available as alternatives

There are too many ads per magazine that can cause clutter

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Social network FacebookPros: Can reach a lot

of persons through it

Allows the target audience to communicate directly with us.

Create “top of mind awareness”

Cons: Updating and

providing quality notes or comments constantly

Poor public relations can spread on Facebook

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