Marie France

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