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Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
About Us   Marketing   Media         Evaluation                      Contact Us                           Copyright © 2009...
History of CompanyBethink was established by Miss Daungruthai Pingjai in 1999. Ourcompany is a comprehensive Advertising A...
Our Team                         Chairman & CEO                             Vice Chairman &                             Ma...
Our Service                                                   Brand                                Branding         Advert...
Positioning                            DedicateBe all you can be     Don’t Confidence                                     ...
Client  Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
Portfolio    Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
Target Demographic• Age : 30 up• Occupation : Marketer• Education : bachelor’s Degree up  Geographic• Bangkok and Urban   ...
Target                   Psychographic                 • Active                 • Self Confidence                  • Open ...
TargetNecessary Agency Strengths• Creative Talent• Know Client’s Business• Quality People• Client Relationship• Organized/...
SWOT                                      Strength                                             Weakness             • Expe...
SWOT                          Opportunity                                   Threat             • Economy recover.         ...
Advertising Industry         Advertising Spending In Review 2005-200993,00092,00091,00090,00089,00088,00087,000           ...
Advertising IndustryMedia Spending 2009                                              Television                           ...
Advertising Industry         Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
Our company         Our Company In Review 2005-20091,000 900 800 700 600 500        2005     2006      2007           2008...
Marketing Objective• expand customers both Domestic 65% and International 35%.• increase billing 20%                      ...
Marketing Strategy• revise the marketing communication strategy to meet the consumer behavior evolution.• support Digital ...
Advertising Objective• To establish awareness• To establish confidence                            Copyright © 2009 Bethink...
creative             Ad Idea“exertive and concentrated to all tasks              and jobs”                                ...
Media ObjectiveTo reach 80% of target audience by the end of 3                   quarter.                       Copyright ...
Media StrategyCommunicate via Above the Line and Below the Line        which emphasize on Below the Line                  ...
A Day in A LifeTarget Group : Marketer Weekday (Mon - Fri)              Wake Up Leave home                              Lu...
Media Chanel Above the Line• Print AD• Advertorial                       Copyright © 2009 Bethink Agency Company Limited A...
Media ChanelBelow The Line  • Direct Mail  • Online      • Website      • Social network : Facebook, Twitter      • Displa...
Above The LineCopyright © 2009 Bethink Agency Company Limited All Rights Reserved
Print AdObjective• To Establish Awareness                                            Magazine                             ...
Print Ad   Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
AdvertorialObjective• To establish awareness• To create brand image                                                       ...
Advertorial     Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
Below The LineCopyright © 2009 Bethink Agency Company Limited All Rights Reserved
Direct Mail Objective• To Establish Awareness• To advice information about organization       Sent to Marketer Consumer Pr...
Direct Mail
New Media Objective• To Establish Awareness• To create brand image                                  Location : Silom and A...
New MediaCopyright © 2009 Bethink Agency Company Limited All Rights Reserved
Web Site Objective• To establish awareness• To advice information about organization• To create brand experience with targ...
Web Site   Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
Social Network : FacebookObjective• To Establish Awareness•To advice information about organization• To create brand exper...
Social Network : Facebook            Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
Social Network : TwitterObjective• To Establish Awareness• To create brand experience• To advice information about organiz...
Social Network : Twitter           Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
Banner Ad Objective• To establish awareness                                                                     Web Site  ...
Banner Ad    Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
Internal Marketing Objective• To create unity in the organization• To make relationship in organization                   ...
Internal Marketing        Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
Corporate Social Responsibility Objective• To create unity in the organization• To make relationship in organization      ...
Corporate Social Responsibility               Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
Media Flowchart                                                                        NETT                               ...
Total BudgetAbove the Line               Below the LineMagazine 1,125,000 Bath      Direct Mail                           ...
Total Budget   Total ATL+BTL               8,815,000 Bath+ Extra 10% Contingencies          881,500 Bath  Total Budget 9,6...
EvaluationDuring Campaign : Survey Research after the end of 2 quarter    • Brand Awareness    • Brand ImagePost Campaign ...
Contact Us19 th Fl., Stage Tower 622, Silom Rd., Silom, Bangrak, Bangkok,10500 Tel. 02-2735409                     Fax. 02...
Contact UsWitchawan               Ruengjaroon                      49020115Kamolchanok Kamjadpai                      4902...
Thank youCopyright © 2009 Bethink Agency Company Limited All Rights Reserved
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caststudy bethink

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แคมเปญโฆษณาองค์กร กรณีศึกษา bethink Agency

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  1. 1. Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  2. 2. About Us Marketing Media Evaluation Contact Us Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  3. 3. History of CompanyBethink was established by Miss Daungruthai Pingjai in 1999. Ourcompany is a comprehensive Advertising Agency. We are leader inStrategic Plan which has over 100 staffs and a lot of customer both domestic and international especially consumer goods. Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  4. 4. Our Team Chairman & CEO Vice Chairman & Managing Partner Managing Director & Chief Creative Officer & Managing Partner Managing Partner Marketing Assistant Managing Director Media Creative DirectorCommunications Business Development & Director Planning Director Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  5. 5. Our Service Brand Branding AdvertisingOne Stop Services Brand & Market Research Brand Publishing / Communications Promotions Consultation Service Event & Strategic Media Relationship Planning & Marketing Public Buying Relations Graphic Communicati ons Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  6. 6. Positioning DedicateBe all you can be Don’t Confidence Confidence Don’t Dedicate Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  7. 7. Client Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  8. 8. Portfolio Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  9. 9. Target Demographic• Age : 30 up• Occupation : Marketer• Education : bachelor’s Degree up Geographic• Bangkok and Urban Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  10. 10. Target Psychographic • Active • Self Confidence • Open Mind • farsighted Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  11. 11. TargetNecessary Agency Strengths• Creative Talent• Know Client’s Business• Quality People• Client Relationship• Organized/Consistent Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  12. 12. SWOT Strength Weakness • Expertise in Strategic Marketing and Researching. • Less experience organizations. • Expertise and experience about the Consumer Product.Be Think • Personal with expertise and experience in work. • Organization completely in the technology. • Get reward from both domestic and international competition. • Experienced over 30 years. • Less expertise in creativeAMEX • Expertise in Branding & Marketing Communication. work. • Working together as a team. • Expertise in Creative work.Jeh United • Get the reward from competition. Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  13. 13. SWOT Opportunity Threat • Economy recover. • Domestic political problems.Be Think • Technology progress. • High competitive conditions in the advertising market.AMEXJeh United Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  14. 14. Advertising Industry Advertising Spending In Review 2005-200993,00092,00091,00090,00089,00088,00087,000 2005 2006 2007 2008 2009 Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  15. 15. Advertising IndustryMedia Spending 2009 Television Radio Newspaper Magazine Cinema Outdoor Transit In-Store Internet Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  16. 16. Advertising Industry Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  17. 17. Our company Our Company In Review 2005-20091,000 900 800 700 600 500 2005 2006 2007 2008 2009 Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  18. 18. Marketing Objective• expand customers both Domestic 65% and International 35%.• increase billing 20% Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  19. 19. Marketing Strategy• revise the marketing communication strategy to meet the consumer behavior evolution.• support Digital Media development• marketing communication in characteristic of Experience Marketing Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  20. 20. Advertising Objective• To establish awareness• To establish confidence Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  21. 21. creative Ad Idea“exertive and concentrated to all tasks and jobs” Key Message “Be all You can Be” Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  22. 22. Media ObjectiveTo reach 80% of target audience by the end of 3 quarter. Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  23. 23. Media StrategyCommunicate via Above the Line and Below the Line which emphasize on Below the Line Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  24. 24. A Day in A LifeTarget Group : Marketer Weekday (Mon - Fri) Wake Up Leave home Lunch Finish@ Work Arrive home Activity 8.00 6.00 6.30 12.00 15.00 18.00 Radio Radio Radio Radio Radio Media Sky train/Subway Mobile phone Mobile phone Sky train/Subway TV Billboard Website Radio Billboard Website Bus Ad/Taxi Ad Mobile phone Bus Ad/Taxi Ad Mobile phone Website Mobile phone Mupi Ad@Deptstore Mupi Weekend (Sat - Sun) Activity Wake Up Leave home Lunch with friends Movie/Karaoke Arrive home 8.30 10.00 12.00 14.00 18.00 Radio Radio Radio Radio Media TV Sky train/Subway Sky train/Subway TV In-store Ad Cinema Ad Website Billboard Billboard Website Ad@restaurant Ad@Karaoke Bus Ad/Taxi Ad Bus Ad/Taxi Ad TV Website Mobile phone Mobile phone Mupi Website Ad@Deptstore Website Mupi Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  25. 25. Media Chanel Above the Line• Print AD• Advertorial Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  26. 26. Media ChanelBelow The Line • Direct Mail • Online • Website • Social network : Facebook, Twitter • Display AD : Banner AD • Internal Marketing • CSR Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  27. 27. Above The LineCopyright © 2009 Bethink Agency Company Limited All Rights Reserved
  28. 28. Print AdObjective• To Establish Awareness Magazine • BrandAge • BrandAge Essential • Positioning • Marketeer • GM Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  29. 29. Print Ad Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  30. 30. AdvertorialObjective• To establish awareness• To create brand image Magazine • BrandAge • BrandAge Essential • Positioning • Marketeer Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  31. 31. Advertorial Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  32. 32. Below The LineCopyright © 2009 Bethink Agency Company Limited All Rights Reserved
  33. 33. Direct Mail Objective• To Establish Awareness• To advice information about organization Sent to Marketer Consumer Product 500 people Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  34. 34. Direct Mail
  35. 35. New Media Objective• To Establish Awareness• To create brand image Location : Silom and Asork Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  36. 36. New MediaCopyright © 2009 Bethink Agency Company Limited All Rights Reserved
  37. 37. Web Site Objective• To establish awareness• To advice information about organization• To create brand experience with target group www.bethink.com Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  38. 38. Web Site Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  39. 39. Social Network : FacebookObjective• To Establish Awareness•To advice information about organization• To create brand experience www.facebook.com/bethinkagency Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  40. 40. Social Network : Facebook Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  41. 41. Social Network : TwitterObjective• To Establish Awareness• To create brand experience• To advice information about organization www.Twitter.com/bethinkagency Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  42. 42. Social Network : Twitter Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  43. 43. Banner Ad Objective• To establish awareness Web Site • www.adintrend.com •www.positioningmag.com • www.brandage.com • www.marketeer.co.th Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  44. 44. Banner Ad Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  45. 45. Internal Marketing Objective• To create unity in the organization• To make relationship in organization Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  46. 46. Internal Marketing Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  47. 47. Corporate Social Responsibility Objective• To create unity in the organization• To make relationship in organization Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  48. 48. Corporate Social Responsibility Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  49. 49. Media Flowchart NETT 2010 NETT No.OF COST Api May Jun July Aug Sep MEDIA DETAILS COST UNITS PER BAHT UNITS 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 4 11 18 25Above the lineMagazineBrandAge FPFC Right Page/ [Advertorial] 3 70,000 210,000BrandAge Essentail FPFC Right Page/ [Advertorial] 3 80,000 240,000Positioning FPFC Right Page/ [Advertorial] 3 70,000 210,000Marketeer FPFC Right Page/ [Advertorial] 3 75,000 225,000GM FPFC Right Page/ [Advertorial] 3 80,000 240,000Tatal Magazine 1,125,000Below the lineDirect Mail Sent to marketer 500 people 500 200 100,000Total Direct Mail 100,000New Media Location: Silom and Asork 2 1,000,000 2,000,000Total New Media 2,000,000OnlineWebsitewww.bethink.com 1 100,000 100,000Social NetworkFacebook 1 Free FreeTwitter 1 Free FreeBanner Adwww.adintrend.com full page overlay/1 month 3 300,000 900,000www.brandage.com frontpage/1 month 3 200,000 600,000www.positioningmag.com frontpage/1 month 3 200,000 600,000www.marketeer.co.th frontpage/1 month 3 200,000 600,000www.manager.co.th frontpage/1 month 3 150,000 450,000www.thannews.co.th frontpage/1 month 3 150,000 450,000www.thannews.co.th frontpage/1 month 3 150,000 450,000Tatal Online 4,050,000Internal Marketing 3 180,000 540,000Total Internal Marketing 540,000CSRSave nature for the furture 1 1,000,000 1,000,000Total CSR 1,000,000TOTAL NETT COST 8,815,000 Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  50. 50. Total BudgetAbove the Line Below the LineMagazine 1,125,000 Bath Direct Mail 100,000 BathTotal ATL 1,125,000Bath New Media 2,000,000 Bath Online 4,050,000 Bath Internal Marketing 540,000 Bath CSR 1,000,000 Bath Total BTL 7,690,000 Bath Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  51. 51. Total Budget Total ATL+BTL 8,815,000 Bath+ Extra 10% Contingencies 881,500 Bath Total Budget 9,696,500Bath Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  52. 52. EvaluationDuring Campaign : Survey Research after the end of 2 quarter • Brand Awareness • Brand ImagePost Campaign : Survey Research after the end of campaign • Brand Awareness • Brand Image Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  53. 53. Contact Us19 th Fl., Stage Tower 622, Silom Rd., Silom, Bangrak, Bangkok,10500 Tel. 02-2735409 Fax. 02-2733697 Website. www.bethink.com Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  54. 54. Contact UsWitchawan Ruengjaroon 49020115Kamolchanok Kamjadpai 49021310Duangruthai Pingjai 49023628Muanfun Kwanmuang 49023697Jiraporn Mancharoen 49025820Sujitra Suwittayaweerat 49026056 Copyright © 2009 Bethink Agency Company Limited All Rights Reserved
  55. 55. Thank youCopyright © 2009 Bethink Agency Company Limited All Rights Reserved
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