Marketing  Plan Thanulux
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Marketing Plan Thanulux

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Marketing  Plan Thanulux Marketing Plan Thanulux Presentation Transcript

  • Thanulux Brand ICON By Doan Quynh Trang ID: 483 9038
  •  
    • Vision
      • Thanulux will be the leader of fashion industry in Thailand and The region
    • Mission
      • To satisfy customer with excellent qualities and highly impressive service
      • To satisfy shareholders with a strong intention to increase wealth for the shareholders
      • To satisfy employees with learning opportunities ,personal development professional stability and well remuneration
    • Objectives
      • Upstream JV to Thai Shikibo Co., Ltd., Thai Staflex Co., Ltd., Thai Gunse Co., Ltd., SSDC (Tigertex) Co., Ltd. and Thai Nakamura Label Co., Ltd., among others.
      • Outsource supply JV include S. Apparel Co., Ltd., Thai Monster Co., Ltd., Thai Takaya Co., Ltd., Total Way Image Co., Ltd.
      • There are a number of downstream joint ventures as well to achieve the status of an integrated industry.
    • Expansion of production base with factories in different regions for development, with decentralized structure
      • 1989 Establishment of a leather goods factory in Saha Group Industrial Park, Sriracha, Chonburi. The site also serves as offices for Thanulux joint ventures.
      • 1993 Establishment of a leather goods factory and a garment factory in Saha Group Industrial Park, Lamphun and Prachinburi. Investment promotion was awarded by the Board of Investment.
    • Move to the global stage
      • ISO 9001:1994 by BVQI in 1999.
      • To cover branches and affiliates in 2000.
      • ISO 9001:2000 in 2002.
      • The shirt production department and relevant units of the company were SA 8000 certified by SGS (Thailand) Co., Ltd. on the 21st of January 2002.
    • Objectives for ICON
      • To gain 30% market share in five years from now
    • Strengths
      • Strong production lines, TQM is recognized
      • Provide production to many Worldly well known brands Guy Laroche, La femme, Cadeau, BSC, Elle
      • Manufacturers’ brands is locally well known such as ICON, La femme, Mix self
      • Product quality is good among local brands and all Chinese imported products
      • Experience in providing source for international brands
      • Show good social responsibility
      • R&D is advancing with new materials such as tanac air flow and cottazilk wrinkle free express
      • Strong business network with strategic partners
      • Listed in SET means easy to get financial support
      • Can have competitive pricing strategy if needed
      • International Geographical coverage in productions
      • IS: ERP, Data warehouse, OLAP, are ready
    • Weaknesses
      • Manufacturing brands are not well known among international brands even the quality is equal
      • Manufacturing brands market share is minimal
      • Marketing strategy Push through distribution channel
    • Opportunities
      • Access to international market through support of international brands normally in the ASEAN regions
      • FTAs with Japan
      • WTO help access to new market
      • Yellow T-shirt has constant market and huge consumption in Thailand
      • Everlasting need of yellow T-shirt
      • What consumers want are not many available (international brands)
      • Demand is huge
    • Threats
      • Appreciation of Thai baht
      • Less confidence in consumers’ spending
      • Political unrest
      • Production cost rise due to energy price
      • High labor cost comparing to China, Pakistan, Vietnam
    • Competition among rivalries
      • Harsh competition is normal in FMCG
      • International brands more attractive to the rich
      • Local brands are more attractive to low level income
    • Threat of new entrance is high
      • Unknown producers, unknown brands of yellow T-shirt
      • Barrier is low except the Royal LOGO registered.
    • Substitute products are not many
      • Blue T-shirt, Yellow shirt, Yellow tie
    • Bargaining power of suppliers is low
      • Low, Thanulux has strong power over suppliers as it consumes huge amount of textile, cotton, silk
    • Bargaining power of consumers is not high
      • People all pay respect to the king
      • They have to wear Yellow, but this year would be Pink
      • Consumers are huge
      • T-shirts should be replaced once a year or two.
    • Demographics
      • Thais and working foreigners
      • Age 22-55 pink T-shirt is target
      • Unisex
      • Married, unmarried, single, divorced, widow
      • Income – 20,000bt/month
      • Education – Diploma or higher
      • White collar workers
    • Psychographics
      • Activities
        • Attends most royal events
        • Enjoy farming, tourist
      • Interests
        • Photographing
        • Royal souvenir collecting
      • Opinions
        • Respect royal family
        • Buddhism is ideal
    • Values and lifestyles
      • High resource
        • Thinkers, experiencers
      • Low resource
        • Believers
    • Traits
      • Watch TV on Thai news once or twice a week
      • Own camera
      • Social reponsiveness
    • 66Mil population
      • Aim at 10% of population
      • Sales expectation 2%
      • Sales outside Bkk 100,000 Units
    • Bkk 10 Mil
      • Aim at 2 Mil out of 10 Mil
      • Sales expectation at 10%
      • Sales within Bkk 200,ooo Units
    • Quality consciousness customers
      • Better than local products
      • High profile producers with ISO
    • Durability products
      • Color
    • Best cost over quality and image. Good price at high quality
      • Relatively lower price than international brand with same quality
      • Higher price than local products
  •  
  •  
  •  
    • New ICON maintain all design
    • Color changed to Pink
    • Durability color
    • High quality material
  •  
    • Same Design
    • New Color
    • Price at Bt1000
    • Increased Bt50
    • Below JND
    • Not lose the recent buyers
    • Same Design
    • New Color
    • Price at Bt1150
    • Drop Bt300
    • Over JND
    • Attract more high end users
    • Same Design
    • New Color
    • Price at Bt1050
    • Same price
    • Attract young people
    • Bangkok and main cities in Thailand
    • Bangkok mega polis where a lot of office buildings governmental offices are located
    • Universities
    • Old Bangkok
    • Use corporate distribution channels
      • It’s range is large, strong
      • Aggressive sale
    • Supermarket/ Supermall
      • Tesco Lotus, 3 product lines available
      • Carrefour, 2 product lines available
      • Robinson, 3 available
    • Retailer
      • Retailers outlet around BKK
      • Aim at squares, East BKK, Grand Palace
      • Office buildings
      • Governmental Offices
    • TV – Mass consumers
      • High cost and less effective than other tools
      • Used in relation with PR rather than Commercials
    • PR and Publicity – show social responsiveness
      • Sponsorship or producers of TV program about royal family, Sponsorship of TV news
      • Fashion shows – event happen before national holidays
    • Radio - Suburban areas and other cities
      • Time is applicable to be commensurate with audience
    • Catalogues and Brochures
      • Made available in Retails
    • Magazines – young workers
      • On fashion Magazines
    • Internet
      • Update the website for the pink T-shirt
  • PR, Publicity Radio Catalogue Magazine Internet 1 month Sales promotion ` Feb Mar Apr May Jun Jul Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan
    • Expected unit sales: 300,000
    • Average price: 1000 Baht/ unit
    • Average VC per unit: 150 Baht
    • Sales and Administration V/C 200 Baht
    • Average Price =1,050.7
    • Additional fixed cost 750,000 Baht
    • PR production cost 10,500,000 Baht
    • PR release cost 50,000,000 Bt
    • Magazine Production Cost 1,500,000 Bt
    • Magazine Ad 15,000,000
    • Catalogue Cost 2,000,000 Bt
    • Internet cost: 1,000 Baht
  • High end Low end Young Total sales March 2628 3942 3154 10,275,480 April 3416 5125 4100 13,358,124 May 4441 6662 5330 17,365,561 June 4885 8661 6928 21,553,726 July 5374 10826 8314 25,735,673 August 5911 12125 9146 28,525,755 September 6503 13337 10060 31,378,330 October 6828 14004 10563 32,947,246 November 6691 13724 10352 32,288,302 December 6357 13038 9834 30,673,886 January 6039 12386 9343 29,140,192 February 5737 11767 8875 27,683,183 Total 64809 125596 95998 300,925,458
  • As expected scenario As unexpected scenario Total sales 300,000,000 Less variable cost Production Variable cost 42,960,607 Sales Variable cost 57,280,800 Total Variable costs 100,241,407 Contribution margin 199,758,593 Less additional Fixed cost Production fixed cost 750,000 Advertising cost 79,001,000 Total Additional Fixed cost 79,751,000 Contribution margin to Thanulux 120,007,593 Total sales 150,000,000 Less variable cost Production Variable cost 21,480,304 Sales Variable cost 28,640,400 Total Variable costs 50,120,704 Contribution margin 99,879,297 Less additional Fixed cost Production fixed cost 750,000 Advertising cost 79,001,000 Total Additional Fixed cost 79,751,000 Contribution margin to Thanulux 20,128,297
  • 750,000 1,071 1,125,300 Cost Sales Contribution margin $ Units B/E in Unit= 750,000 1,050.7 - 350 B/E in $= 1,050.7 x 1,071= 1,125,300 =1,071
  • 79,751,000 113,817 119,587,522 Cost Sales Contribution margin $ Units B/E in Unit= 79,751,000 1,050.7 - 350 B/E in $= 1,050.7 x 113,817= 119,587,522 =113,817
  • Pr and Publicity Radio Catalogue Magazine Internet Sales Admin Sales promotion Production V/C Total Feb 2,100,000 350,000 5,000,000 1,000 1,532,551 1,458,600 10,442,151 Mar 350,000 1,992,285 1,896,150 4,238,435 Apr 2,100,000 350,000 5,000,000 2,589,923 2,464,950 12,504,873 May 320,000 3,226,805 3,071,100 6,617,905 Jun 10,000,000 320,000 2,500,000 3,863,529 3,677,100 20,360,629 Jul 310,000 4,284,019 4,077,300 8,671,319 Aug 10,000,000 2,500,000 4,712,390 7,853,983 4,485,000 29,551,372 Sep 4,948,009 8,246,682 4,709,250 17,903,941 Oct 4,849,033 8,081,722 4,615,050 17,545,805 Nov 4,606,637 7,677,728 4,384,350 16,668,714 Dec 4,376,376 7,293,959 4,165,200 15,835,535 Jan 4,157,462 6,929,104 3,956,850 15,043,416 Total 24,200,000 - 2,000,000 15,000,000 1,000 45,139,018 46,083,177 42,960,900 175,384,094
  • Total Cost Sales 10,442,151 10,275,480 4,238,435 13,358,124 12,504,873 17,365,561 6,617,905 21,553,726 20,360,629 25,735,673 8,671,319 28,525,755 29,551,372 31,378,330 17,903,941 32,947,246 17,545,805 32,288,302 16,668,714 30,673,886 15,835,535 29,140,192 15,043,416 27,683,183 175,384,094 300,925,458
  •