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MK331 IMC ThaiAirAsia X Brief

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MK331 IMC ThaiAirAsia X Brief

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MK331 IMC ThaiAirAsia X Brief

  1. 1. IMC Plans
  2. 2. - Low Cost - No Frills - Short Haul (Within 4 Hours) - Airbus 320 : 180 Seats - Economy ClassFounded 1993 Founded 2003 - Low Cost - No Frills - Long Haul (Over 4 Hours) - Airbus 330 : 377 Seats - Business Class, Economy Class Founded 2007 Founded 2014 Background
  3. 3. Business Class Economy Class ICN NRT : Tokyo KIX : Osaka DMK Services
  4. 4. Positioning USP RTB Lower Cost Higher Cost Higher Services Quality Lower Services Quality “You Pay What You Want”
  5. 5. Target Consumer Insight “Value for Money, Keep the money for something else ” Right now Explore Experience Travel Fast Value concern Sharing Adventure Self dependence Independent Playful Fun Self Express
  6. 6. A day in the life
  7. 7. Survey n = 40
  8. 8. Key Issue “to increase brand awareness from 12.5% to 40% in March 2015 (6 months)” Solution (SMART Objective) “People don’t know the real Thai AirAsia X”
  9. 9. Key Message ทำให้เข้าใจว่า X คืออะไร Projects eXtra Long, eXtra Comfort, eXtra Economy
  10. 10. Member 5406612043 Ms. Nirunporn Kidmai 5406612050 Ms. Kannaree Kingkanchanarot 5406613595 Ms. Sineenart Somnam 5407610095 Ms. Rugeerat Jiamlertwiwat 5407610285 Mr. Nontawit Sungworn 5407610566 Ms. Arisa Muannil 5407610848 Ms. Apittha Jatupittayakuntha 5407611515 Ms. Kotchakorn Chokrathok

MK331 IMC ThaiAirAsia X Brief

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