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Marie France
Marie France
Marie France
Marie France
Marie France
Marie France
Marie France
Marie France
Marie France
Marie France
Marie France
Marie France
Marie France
Marie France
Marie France
Marie France
Marie France
Marie France
Marie France
Marie France
Marie France
Marie France
Marie France
Marie France
Marie France
Marie France
Marie France
Marie France
Marie France
Marie France
Marie France
Marie France
Marie France
Marie France
Marie France
Marie France
Marie France
Marie France
Marie France
Marie France
Marie France
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Marie France

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  • 1. History <ul><li>The most successful Slimming Center </li></ul><ul><li>First established in Switzerland </li></ul><ul><li>Network of 60 centers in Switzerland and United Kingdom </li></ul><ul><li>Network of 14 centers in Asian markets </li></ul><ul><li>Marie France Thailand was established in 199 4 </li></ul><ul><li>- Seventeen centers in Bangkok and provincial areas </li></ul>
  • 2. Centers in Thailand <ul><li>Bangkok </li></ul><ul><li>· Central City, Bangna · Future Park, Rangsit </li></ul><ul><li>· Central Plaza, Lardprao · Liberty Square, Silom </li></ul><ul><li>· Central Plaza, Pinklao · Emporium Tower </li></ul><ul><li>· Central Plaza, Ramonthra · The Mall, Bangkapi </li></ul><ul><li>· Central Plaza, Praram III · Fashion Island </li></ul><ul><li>· Central Plaza, Praram II · Central World </li></ul><ul><li>· Central Pinklao Tower </li></ul><ul><li>Provincial Areas </li></ul><ul><li> · Central Airport Plaza, Chaing Mai · Pacific Park, Sriracha </li></ul><ul><li>· Central Festival, Phuket · Diana Department, Hat Yai </li></ul>
  • 3. unique selling point <ul><li>Top shelve of the business with high reputation and market share </li></ul><ul><li>Focus on slimming and weight management with </li></ul><ul><li> professional assistance </li></ul><ul><li>No dieting, relying on pills, or intensive exercises </li></ul><ul><li>More than 60 slimming programs </li></ul><ul><li>Detailed consultation from nutritionists and medical staffs </li></ul>
  • 4. Public Relations <ul><li>Does not have in-house PR department </li></ul><ul><li>Miss Sasiwee Suetrong: General Manager </li></ul><ul><li>- responsible in making decisions about PR programs </li></ul><ul><li>Marie France hires outside PR company </li></ul><ul><li>Kith & Kin Communication and Consultant </li></ul><ul><li>- good partnership working style </li></ul><ul><li>- professional in news release </li></ul>
  • 5. why PR is important ? <ul><li>No less important than other departments </li></ul><ul><li>While other departments look after what goes on inside the company, PR work toward cooperating the company with the publics </li></ul><ul><li>PR save the image of the company </li></ul><ul><li>Keep good relationship between the company and the publics </li></ul>
  • 6. Why outside PR company is better ? <ul><li>More professional in handling public relations work </li></ul><ul><li>Marie France is able to focus on its core principle; slimming </li></ul><ul><li>Work as covers for the company in time of crisis </li></ul>
  • 7. Public Relations objective <ul><li>To build brand awareness and recognition </li></ul><ul><li>To create good relationship between the company and the media, and the mass publics, especially customers </li></ul><ul><li>To build good image of the company in peoples’ minds </li></ul><ul><li>To stimulate sale levels </li></ul>
  • 8. Target Publics <ul><li>Customers </li></ul><ul><li>- Premium Customers: Working women </li></ul><ul><li>- Year 2004: Pregnant women </li></ul><ul><li>- Year 2005: Undergraduate students </li></ul><ul><li>- Year 2008: General mass people </li></ul>
  • 9. History of Kith & Kin Communication and consultant <ul><li>Established in 1995 by Miss Supaluck Tanthapichat; president and managing director </li></ul><ul><li>of the company </li></ul><ul><li>Focus on public relations and </li></ul><ul><li>services on the organization image </li></ul>
  • 10.  
  • 11. Kith & kin role <ul><li>To provide public relations counseling and conduct public relations work through domestic media </li></ul><ul><li>To handle public relations through foreign media or networks </li></ul>
  • 12. <ul><li>Kith & kin Potential </li></ul><ul><li>A Thai-owned company </li></ul><ul><li>With experienced and professional team </li></ul><ul><li>Offensive and defensive management to keep up with the situation and opportunities </li></ul><ul><li>To assign media to suit target audiences </li></ul><ul><li>To join efforts in order to ease crisis </li></ul><ul><li>To offer recommendations and join supplementary activities </li></ul>
  • 13. Kith & kin Potential <ul><li>To work closely and continuously with full responsibilities </li></ul><ul><li>To cooperate and to organize the conference and seminar </li></ul><ul><li>To produce all kinds of media </li></ul><ul><li>To provide and purchase newspaper space and electric media's time </li></ul>
  • 14. Kith & kin Scope of Public Relations services through Domestic Media <ul><li>To work out plans in accordance with objectives </li></ul><ul><li>To implement the plans to achieve the goal </li></ul><ul><li>To assign media of all forms to suit target audiences </li></ul><ul><li>To produce news information and special scoops for presentation </li></ul><ul><li>To coordinate and hold meetings with members of the mass media to boost relations and create better understanding with them </li></ul>
  • 15. Kith & kin Scope of Public Relations services through Domestic Media <ul><li>To follow up on the response of the media after releasing news and information </li></ul><ul><li>To provide clarification and correct inaccurate news or false reports </li></ul><ul><li>To summarize and assess each situation appropriately </li></ul><ul><li>To arrange files on achievements and impacts on a weekly basis </li></ul>
  • 16. <ul><ul><ul><li>PR Consultant </li></ul></ul></ul><ul><ul><ul><li>PR Strategy </li></ul></ul></ul><ul><ul><ul><li>Issue Management </li></ul></ul></ul><ul><ul><ul><li>Situation Management </li></ul></ul></ul><ul><li>PR Event </li></ul><ul><li>Grand Opening </li></ul><ul><li>Product Launching </li></ul><ul><li>Seminar </li></ul><ul><li>Workshop </li></ul><ul><li>Exhibition </li></ul><ul><li>Party </li></ul>Kith & kin Public Relations Tools
  • 17. Kith & kin Public Relations Tools <ul><ul><li>Media Relations </li></ul></ul><ul><ul><ul><li>Executive Interview </li></ul></ul></ul><ul><ul><ul><li>Tie-in Program </li></ul></ul></ul><ul><ul><ul><li>Press Conference </li></ul></ul></ul><ul><ul><ul><li>Press Meeting </li></ul></ul></ul><ul><ul><ul><li>Advertorial / Scoop </li></ul></ul></ul><ul><ul><ul><li>Press Release </li></ul></ul></ul><ul><ul><ul><li>Photo Release </li></ul></ul></ul><ul><ul><ul><li>News Clipping </li></ul></ul></ul><ul><ul><ul><li>News Monitoring </li></ul></ul></ul><ul><ul><ul><li>Media Training </li></ul></ul></ul>
  • 18. Kith & Kin department <ul><li>1 . Consulting Department </li></ul><ul><li>- Gives counsel </li></ul><ul><li>- Seeks new concept for the project </li></ul><ul><li>2 .. Operating Department </li></ul><ul><li>(Public Relations Department) </li></ul><ul><li>- Coordinates with clients </li></ul><ul><li>- Gives idea for public relations method to each circumstance </li></ul>
  • 19. Kith & Kin department <ul><li>3 . Supporting Department </li></ul><ul><li>(Clipping Team, Photo Team, and Production Team) - Supports the public relations program to be more perfectly equipped </li></ul>
  • 20. Kith & kin Ethics <ul><li>Always choose work that: </li></ul><ul><li>- Does not contradict to the ethical principle </li></ul><ul><li>- Does not take advantage </li></ul><ul><li>- Does not deceive the publics </li></ul>
  • 21. Kith & kin Legal Issue <ul><li>Legal department </li></ul><ul><li>- oversees the information </li></ul><ul><li>Before publicize; consider information </li></ul><ul><li>- correctness </li></ul><ul><li>- does not cause any legal issue </li></ul>
  • 22. Kith & kin Corporate Social Responsibility <ul><li>focus on activities that: </li></ul><ul><li>- give benefits to society </li></ul><ul><li>- provide good image to client </li></ul><ul><li>continuously arrange in the long period of time </li></ul><ul><li>“ Bye Bye Fat Challenge” </li></ul><ul><li>* Foundation for overweight people </li></ul><ul><li>* Earnings are dedicated to The Chaipattana Foundation </li></ul>
  • 23. kith & kin Choice of Media <ul><li>For target groups of Marie France </li></ul><ul><li>- News release: </li></ul><ul><li>* Women magazine </li></ul><ul><li>* Newspaper </li></ul><ul><li>* Webboard </li></ul><ul><li>* TV program e.g. sitcom </li></ul><ul><li>* Events e.g. mini concert, grand opening </li></ul>
  • 24. Revolution of PR program <ul><li>Before and after </li></ul><ul><li>- Print ads </li></ul><ul><li>Reality </li></ul><ul><li>- Press Release </li></ul><ul><li>-TV program e.g. sitcom </li></ul><ul><li>- Events e.g. grand opening, mini concert </li></ul>
  • 25. Public Relations process Kith & Kin Presenting Creative Ideas to Marie France Brainstorming Developing Idea Choosing Presenters Creating Slogan Evaluating Effectiveness
  • 26. Campaign
  • 27. Ethical Issue <ul><ul><li> Year 2003 </li></ul></ul><ul><ul><li>Tik - Kanyarat Jiraratchakij </li></ul></ul><ul><ul><li>First presenter that Kith & Kin worked with Marie France </li></ul></ul><ul><ul><li>Attacked by the press </li></ul></ul><ul><ul><li>Retouched photos </li></ul></ul><ul><ul><li>Press conference </li></ul></ul>
  • 28. Ethical Issue <ul><ul><li>Year 2004 </li></ul></ul><ul><ul><li> Gig - Suwajanee Chaimuksik </li></ul></ul>
  • 29. <ul><ul><li>Year 2005 </li></ul></ul><ul><ul><li>Honey - Passorn Bunkiat </li></ul></ul>
  • 30. <ul><ul><li> Year 2006 </li></ul></ul><ul><ul><li>Helen - Patumrat Worramalee </li></ul></ul>
  • 31. <ul><li>Year 2006 </li></ul><ul><li>Tata Young </li></ul>
  • 32. <ul><ul><li>Year 2007 </li></ul></ul><ul><ul><li>Benz - Pornchita Na Songkla Meiji - Pimaksiporn Winkomen </li></ul></ul>
  • 33. <ul><li>Year 2008 </li></ul><ul><li> Hai - Arpaporn Nakornsawan Luknam - Pamela Bowden </li></ul>
  • 34. Events <ul><li>Year 2006 </li></ul><ul><li>“ Cinderella shining star contest </li></ul><ul><li>by Marie France Bodyline” </li></ul><ul><li>- Marie France cooperated with RS Promotion </li></ul><ul><li>- Find an overweight girl to be leading actress in the music video of Cinderella; RS girl band </li></ul><ul><li>- Workshop for overweight girls: </li></ul><ul><li>* to improve their appearance </li></ul><ul><li>* to learn acting technique </li></ul>
  • 35. Events <ul><li>Year 2007 </li></ul><ul><li>“ I Lost It” </li></ul><ul><li>- A reality show cooperated with Asia Television & Media Co., Ltd. </li></ul><ul><li>- Losing weight competition </li></ul><ul><li>- Offer a chance for overweight girls to: </li></ul><ul><li>* improve their appearance </li></ul><ul><li>* become a stars in the entertainment media </li></ul>
  • 36. Events <ul><li>Year 2008 </li></ul><ul><li>“ PuiFai The Project By Marie France Bodyline” </li></ul><ul><li>- Marie France cooperated with True Fantasia </li></ul><ul><li>- Find an overweight girl with a great voice to be a singer and featuring a song with Puifai; Academy Fantasia season 4 </li></ul>
  • 37. Public Opinions 1. What is the first slimming center that comes into your mind? Marie France Other Sliming Centers 18 2
  • 38. Public Opinions 2. Do you recognize any presenters? Presenter Interviewees Benz & Meiji 10 Pregnant Celebrities 2 Hai - Arpaporn 4 Cannot recognize the presenters 4
  • 39. Our criticism <ul><li>Cooperativeness </li></ul><ul><li>Difficulty in acquiring information </li></ul><ul><li>Marie France does not have an in-house PR department </li></ul><ul><li>Difficulty to get in touch </li></ul><ul><li>The use of beautiful celebrities </li></ul>
  • 40. Group ’ s Opinion of the effectiveness of PR programs <ul><li>Hiring Kith & Kin </li></ul><ul><li>Expand target groups by using effective presenters </li></ul><ul><li>PR programs really reach target groups </li></ul><ul><li>Unique idea “ reality show ” </li></ul><ul><li>- reach its target groups </li></ul><ul><li>- show the publics that overweight people can be thin </li></ul>
  • 41. <ul><li>Good and right presenters </li></ul><ul><li>- draw publics attention and target publics </li></ul><ul><li>Corporate Social Responsibility </li></ul><ul><li>- improve Marie France image </li></ul><ul><li>Uses various forms of PR programs </li></ul><ul><li>- produce a fully-effective PR programs </li></ul><ul><li>From the survey; Marie France PR programs are very effective </li></ul>

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