Koh Sichang
IMC
Koh Sichang Features
A small beach island in Chonburi
Take less than 90 kilometer drive
from Bangkok
Product
information...
The Attractions
Vintage
Palace
•Phra
Chuthathut
Palace
Peace at heart and
soul
•Saan Chao Pho
Khao Yai
Product
information...
The Attractions
Photographer’s
Heaven
• Adsadang Bridge
•Chong Khao Kaad
Outdoor
Activities
•Kayak
•Banana boat
•Snorkelin...
Customer Analysis
Target market :
College students age 18-
24
Age range: 18-24
Income level: 4000
onwards
Est. No. trav...
Buying Habit
 How much : The average price
range is around 1,500-3,500 baht
per night.
 When: Mostly on occasion
holiday...
Where would Target
Market Search for
Information
Internet
Magazines
Word of Mouth
Product information
Customer
Research...
Problem- Opportunity
Analysis
1. Limited information about Koh
Sichang
 Use informative campaign
2. Only search for more ...
Communication Objective
“To create an understanding of Koh Si
Chang’s features to 70% of University
Students in Urban area...
Creative Strategy
Theme: Explore
Message Appeal:
Friendly, Discovering
Selling Idea: Close to
Bangkok, Reasonable price...
Gantt Charge
Poster 1: first 3 months
Gantt Chart
Poster 1: first 3 months
•Poster
Create awareness
Promote trip
Gantt Chart
Poster 1: first 3 months
•Print Advertisement: Magazine
Cheeze and Seventeen
Print Ads
Advertorial (in month...
Gantt Chart
Poster 1: first 3 months
•Event
Set up booth at 5 universities
(CU, MU, TU, ABAC and BU)
Booth layout:
Shape...
Gantt Chart
Poster 1: first 3 months
•Facebook Page
Click like on Facebook
Post pictures and video clips
Gantt Chart
Poster 1: first 3 months
•Free Trip
3 lucky winners who clicked like
Facebook page win a free trip to Koh
Sic...
Gantt Chart
Poster 1: first 3 months
•Trip Money Refund Contest
Visit Koh Sichang, post a video clip on
Facebook and win ...
Bottom up Approach
Total budget is approved
by top management
Cost of activities are
budgeted
Activities to achieve
object...
Total Budget Cost
Type of medium Price (Baht)
Print Ads 220,420
Events 164,750
Facebook Free
Trips 141,500
Poster 26,520
T...
Budget allocation
Sales
Print ads
Events
Facebook
(free)
Product
information
Customer
Research
Problem &
Opportunity
Commu...
Cost efficiencies
CPM- Print Media
Product
information
Customer
Research
Problem &
Opportunity
Communication
Objective
Cre...
Campaign Pre-Test and
Post- Test Evaluation
Pre-Test:
 In a laboratory with focus
groups, asking the target audience
how...
Campaign Pre-Test and
Post- Test Evaluation
Post- Test
 Number of Facebook page like
 Surveys for recall and also by
as...
Media strategy Evaluation:
Magazines
Pros:
 The message can
be controlled
 There are many
things we can do
with the feat...
Social network
Facebook
Pros:
 Can reach a lot
of persons
through it
 Allows the
target audience
to
communicate
directly...
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Koh ssichang

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Koh ssichang

  1. 1. Koh Sichang IMC
  2. 2. Koh Sichang Features A 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
  3. 3. The Attractions Vintage Palace •Phra Chuthathut Palace Peace at heart and soul •Saan Chao Pho Khao Yai Product information Customer Research Problem & Opportunity Communication Objective Creative Strategy Media Strategy Budget Evaluation Strategy
  4. 4. The Attractions Photographer’s Heaven • Adsadang Bridge •Chong Khao Kaad Outdoor Activities •Kayak •Banana boat •Snorkeling Product information Customer Research Problem & Opportunity Communication Objective Creative Strategy Media Strategy Budget Evaluation Strategy
  5. 5. Customer Analysis Target market : College students age 18- 24 Age range: 18-24 Income level: 4000 onwards Est. No. traveler: 4-7 Geographic: Urban area Occasion: Vacation, Weekend Product information Customer Research Problem & Opportunity Communication Objective Creative Strategy Media Strategy Budget Evaluation Strategy
  6. 6. 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) Product information Customer Research Problem & Opportunity Communication Objective Creative Strategy Media Strategy Budget Evaluation Strategy
  7. 7. Where would Target Market Search for Information Internet Magazines Word of Mouth Product information Customer Research Problem & Opportunity Communication Objective Creative Strategy Media Strategy Budget Evaluation Strategy
  8. 8. Problem- Opportunity Analysis 1. 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 Product information Customer Research Problem & Opportunity Communication Objective Creative Strategy Media Strategy Budget Evaluation Strategy
  9. 9. Communication Objective “To create an understanding of Koh Si Chang’s features to 70% of University Students in Urban areas within 6 months.” Product information Customer Research Problem & Opportunity Communication Objective Creative Strategy Media Strategy Budget Evaluation Strategy
  10. 10. Creative Strategy Theme: Explore Message Appeal: Friendly, Discovering Selling Idea: Close to Bangkok, Reasonable price Mood and Tone: Fun, Excitement and Friendship Presentation Method: Testimonial Product information Customer Research Problem & Opportunity Communication Objective Creative Strategy Media Strategy Budget Evaluation Strategy
  11. 11. Gantt Charge Poster 1: first 3 months
  12. 12. Gantt Chart Poster 1: first 3 months •Poster Create awareness Promote trip
  13. 13. Gantt Chart Poster 1: first 3 months •Print Advertisement: Magazine Cheeze and Seventeen Print Ads Advertorial (in month 6th)
  14. 14. Gantt Chart Poster 1: first 3 months •Event Set up booth at 5 universities (CU, MU, TU, ABAC and BU) Booth layout: Shape of the island
  15. 15. Gantt Chart Poster 1: first 3 months •Facebook Page Click like on Facebook Post pictures and video clips
  16. 16. Gantt Chart Poster 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”
  17. 17. Gantt Chart Poster 1: first 3 months •Trip Money Refund Contest Visit Koh Sichang, post a video clip on Facebook and win a chance to get money refund With limitation of 30,000 baht
  18. 18. Bottom up Approach Total budget is approved by top management Cost of activities are budgeted Activities to achieve objectives are planned Promotional objective are set Product information Customer Research Problem & Opportunity Communication Objective Creative Strategy Media Strategy Budget Evaluation Strategy
  19. 19. Total Budget Cost Type of medium Price (Baht) Print Ads 220,420 Events 164,750 Facebook Free Trips 141,500 Poster 26,520 Total 552,190 Product information Customer Research Problem & Opportunity Communication Objective Creative Strategy Media Strategy Budget Evaluation Strategy
  20. 20. Budget allocation Sales Print ads Events Facebook (free) Product information Customer Research Problem & Opportunity Communication Objective Creative Strategy Media Strategy Budget Evaluation Strategy
  21. 21. Cost efficiencies CPM- Print Media Product information Customer Research Problem & Opportunity Communication Objective Creative Strategy Media Strategy Budget Evaluation Strategy Cheeze Seventeen Absolute cost 100,000 135,000 Circulation 52,000 55,000 Relative Cost 1.92 2.45
  22. 22. 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 Product information Customer Research Problem & Opportunity Communication Objective Creative Strategy Media Strategy Budget Evaluation Strategy
  23. 23. 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 Product information Customer Research Problem & Opportunity Communication Objective Creative Strategy Media Strategy Budget Evaluation Strategy
  24. 24. 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 Product information Customer Research Problem & Opportunity Communication Objective Creative Strategy Media Strategy Budget Evaluation Strategy
  25. 25. Social network Facebook Pros:  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 Product information Customer Research Problem & Opportunity Communication Objective Creative Strategy Media Strategy Budget Evaluation Strategy

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