Credential_RESERCH IN MOTION 2014_V3

Marketing Research Services
Marketing Consulting Services
Real Estate Development Consultant & Financial Services
24-May-14 1Research in Motion Co., Ltd. Confidential & Proprietary

“If you know enemies and know yourself, you need not fear a hundred battles”
~Sun Tzu~
224-May-14Research in Motion Co., Ltd. Confidential & Proprietary

IMAGINATION
is Important than Knowledge
24-May-14 3Research In Motion Co., Ltd. Confidential & Proprietary

About Us
• At RIM, We believe that every great
ideas are hidden in every people. So
we think differently and work harder to
discover these ideas.
• We are comprised of strong teams of
professionals who have experiences in
conducting consumer and marketing
research with global multinational
companies and local companies.
• We are unique, passionate, and
talented teams that dedicate every
services to satisfy your information
needs.

Our Service
Credential
Our Team Members

Our marketing research team can provide
you with unique answers in the following
ways:
Tailored-made design for local marketing
and your specific information
requirements, rather than relying on
standardized research tools
More precise as we control every step of
research by all of our team members to
ensure that 90% contractibility.
Focus on practical solutions in term of
marketing activities by working with you
side-by-side in every step of research,
and most importantly the results that can
create the impact…
Main Menu

Qualitative Research
Quantitative Research
Brand DNA Model®
Communication Concept Constructing
Communication Concept Pre-testing
Market Opportunity Investigation
Product/Service Concept Development
Market Segmenting
Brand DNA & Brand Positioning Map
Consumer Decision Making Model
Media Consumption Habit Study
Consumer Lifestyle Study
Price Sensitivity Analysis
Consumer Satisfaction Measurement
Brand Power Measurement and Brand
Equity Index
Main Menu

Brand DNA Model®
The model portrays analysis results of qualitative
techniques through illustrating the way consumers
perceive competitive brands in the market, as well
as what the DNA of the ideal (or most preferable)
brand looks like.
With this model, marketers can easily understand
consumer perceptions toward brands. These
perceptions come from a number of factors, whose
meanings are also given.
Marketers can thus use this model as a guideline for
their brand development plans. The DNA of the
ideal brand would be the goal of the plan, while the
gaps between the particular brand and ideal brand
are the areas that need further development.
Our model also showcases guidelines on how to
develop the contribution factors. Since most of the
factors are subjective, we provide a "subjective
object interpretation" for use in all communication
activities.
Component 1 Component 5
Component 2
Component 3
Component 4
Component 6
Ideal Brand
Component 3
Component 6
Brand A
Main MenuMarketing Research Services

The investigation is normally conducted through
qualitative techniques, which aim to explore
consumer needs. The opportunities can be defined
by a number of factors, including:
Availability of unsatisfied needs
Chance to deliver more satisfaction to
meet the satisfied needs
With this investigation, marketers would be able to
see the market gaps. Market-entrance plans could
then be developed to fill the gaps by developing
current or new products/services.
Furthermore, our analysis could deliver future
changes in consumer needs. The changes will lead
to future market gaps. Marketers could, therefore,
prepare for these changes in their marketing plans.
Market Opportunity Investigation

The concept development is also called
"Product/Service Concept Test." Our technique aims to
investigate the consumers’ perceptions, beliefs, and
acceptability toward the new concept. With our
research, marketers are able to see the potential of the
newly developed concept in particular markets.
In addition, we do not just conclude with a simple
"Yes/No" toward the new concept. Instead, our
research analysis will always illustrate the way to make
the new concept successful in these particular markets.
For a number of attributes, our analysis can also identify
which attribute should be highlighted in marketing
activities, in order to create the highest impact to the
selected market segments.
In conclusion, our technique in concept development
will deliver a combination of "the right concept (the
newly developed concept plus some adjustment) with
the right launching strategy in the right market."
Product/Service Concept Development

Research aims to construct the most
effective communication concept. Our
analysis could suggest the most suitable
attributes to be highlighted in
communication activities.
Moreover, the highlighted attributes are
also defined in terms of communication
objects, in order to create the preferred
beliefs among audiences.
We also make recommendations on the
preferred emotional factors and images
as part of the communication concept.
With our research results, marketers would
be able to construct the most effective
creative brief given to the selected
creative team.
Communication Concept Constructing

This test is also conducted with the
"advertising pretest." Our research is normally
used to evaluate the communication and
advertising concept before production.
We aim to investigate what beliefs,
attitudes, and motivations are created
among the audience after observing the
concept board. We would also suggest
which communication features , if any, that
need further development to make the
whole campaign more effective.
With our research, marketers could be
confident in the effectiveness of their
concept. The undesirable beliefs, attitudes,
and motivations could be eliminated from
concepts that pass the tests.
Communication Concept Pre-Testing

This research aims to classify the market into a number
of small segments for further marketing plans. From the
agreed market segmentation variables, advanced
statistical tests would be applied to segment the
market. In our research, we segment the market by
behavioral and psychographic factors, not by
demographics.
Variables used include needs, product feature
preferences, attitude toward particular topics, lifestyle,
etc.
In our analysis, we would identify the significant
variables which influence the differences among the
segments, as well as the common variables that are
the same across the groups.
In our results presentation, we will give the definition of
each segment as well as a guideline for creating a
marketing plan to approach them.
With our research, marketers would have a clearer
pictures of the market for their future marketing
planning.
Market Segmenting
Group 1 Group 2
Group 3 Group 4

This study aims to measure the power of
brands in a particular market. The power of
brand is defined by the following factors:
Recognition Levels of Brands
Awareness Levels of Brands
Preference Levels of Brands
Current Usage Rates of Brands
Satisfaction Levels of Brands
Intention of Future Purchase Levels of
Brands
The above factors are combined and
illustrated in terms of "Brand Power" and
"Brand Equity Index."
This study is always employed as the
marketing campaign evaluating mechanic.
Normally, we are requested to conduct the
measurements before and after the
marketing campaign.
Brand Power Measurement & Equity Index

This is an additional study from the Brand DNA
Model® in the qualitative technique. While
qualitative research tries to identify the brand
attributes and the relationships between
attributes and factors, quantitative research
tries to identify the important weight of each
attribute and factor. With this modeling,
marketers can list the attributes in order based
on the importance.
With the advanced modeling program called
LISREL, we could also consider the relationships
between attributes, in order to become a
guideline for future marketing planning.
With our advanced statistical analysis, we are
also able to construct comparison positioning
pictures among the competitive brands.
Brand DNA Modeling & Position Mapping
Positioning Map
Component 2
Component 3
Component 4
Component 6
Ideal Brand
Brand DNA
X5 = %
X4 = %
X3 = %
X2 = %
X1 = %
X6 = %

This study aims to identify the factors concerned in
the consumer decision making process. Our
analysis can also identify the important weight of
each factor.
In this study, we can also identify the factors that
do not affect consumer decision making.
Along with Brand DNA Modeling and Positioning
Mapping, marketers could effectively determine
which factors should or should not be
concentrated on, when they are designing both
marketing and communication plans. This will
make the resulting activities deliver a more
preferable impact on the market.
Consumer Decision Making Modeling

Aiming to support media planning, our study
identifies the coverage rate of each medium. This
study is normally employed for media planning
along with other syndicate research, such as
media audits or TV ratings.
Unlike syndicate researches, our study provides
the benefits of up-to-date information and more
flexibility in the selection of a particular market
segment.
Our study covers the following medias:
Television Channels / Programs / Periods
Radio Frequencies / Programs / Periods
Newspapers
Magazines
Internet / WWW / Periods
Media Consumption Habit Study

The study is employed to investigate the
lifestyle of the selected target group. The
relevant topics in this study include:
Life after study/work
Life on the weekends
Hobbies
Favorite activities
Favorite places for dinning/shopping
Favorite places for traveling/holiday
Attitude toward particular topics
With our research, marketers gain
valuable information that can be used for
their event or promotion plans and CRM
programs.
Consumer Lifestyle Study

This is a study specially designed to measure the
impact of product/service features on
consumers’ acceptance of a change in price.
In product development plans, marketers always
need to make decisions with regards to adjusting
some product features. Our study supports the
decision-making by providing information that
highlights the most suitable product features
where changes could lead to a highly
acceptable price adjustment. Therefore, the
designed product development plan would
become more effective.
To analyze the information, we normally use the
advanced statistical test called "Conjoint
Analysis."
Price Sensitivity Analysis

The study aims to measure customer
satisfaction towards both products and
services. Since the customer satisfaction level
is very important for every business, marketers
always need to measure the level of
satisfaction in order to control business
operations and to design future marketing
plans.
Our advanced statistical analysis lets us
showcase not only the overall satisfaction
index, but also the factors influencing
customer satisfaction levels. The factors can
also be classified into determinant factors,
satisfaction variables, and dissatisfaction
variables.
Consumer Satisfaction Measurement

Retail Observation (Unobtrusive)
• On-site observation of customer’s
shopping behavior in real situation
• First-hand observation of shops’
layouts including P.O.P. display,
banners, product assortments,
alley arrangement, etc.
• Monitor your sales person’s
performance
• Measure traffics and traffic flows
in your stores
Main Menu

Data Mining
Our comprehensive data mining
enables customers to have access to
Interactive Selection of Data
Data Mining
Document Mining
Innovative Data Visualization
Statistical Analysis
Millions leads of database with
proving performance records
Statistical Analysis
Innovative Data Visualization
Interactive Selection of Data
Document Mining
Data Mining
Main Menu

Industry overview
Brand Management
Market Segmentation
Market Repositioning
Main Menu

Industry overview
24-May-14Research in Motion Co., Ltd. Confidential & Proprietary 24
Research into industry insight
including market opportunities as
well as challenges
Identify strengths and
weaknesses of all players
Locate your company's current
position and future strategic
alternatives
Industry overview
Brand Management
Market Segmentation
Marketing Consulting Services Main Menu

Brand Management
Create your brand values (brand
equity)
Creation of brand identity, which
characterized by attributes in your
consumers’ consideration set
Leading your brand to the top of
customers’ minds
Revitalize your brand in order to
keep your brand portfolio fresh all
the time
Strategic branding solutions for
continuous growth of market share
Industry overview
Brand Management
Market Segmentation

Market Segmentation
Locate and identify your potential
and profitable customers
Divide market into homogeneous
segments for ease and
effectiveness of marketing activity
Match your offerings with what your
customers desires
Industry overview
Brand Management
Market Segmentation

Creation of image for
customers’ association
Bring your brand back on track
Achieve highest possible
position in values chain
Industry overview
Brand Management
Market Segmentation

Real Estate Development Consultant & Financial Services
1) Real Estate Development Consultant Services
- Market Study
- Marketing Strategies & Management
- Regulatory Compliance
- Site Identification
2) Real Estate Financial Services
- Funding Strategies
- Project Financing
- Project Feasibility Analysis
Previous Projects:
• Sinthoranee’s Pavillion Place @ Petchkasem 69
• Phuket Luxury Villa & Condominium Market and
Feasibility Study, Ao Po, Phuket
• Warehouse Market Study, Laem Chabang, Chonburi
• Samui Luxury Residential Market and Feasibility Study
Analysis, Samui, Thailand
• Etc.

•Team discussion on objectivity of research instruments, ability to fully answer
research objectives, hidden meanings/contexts, order/clarity/holistic/logic of
questions, and plan for systematic field work
•30 Pilot Tests (of questionnaires) to measure validity of data collection tools
•Edit data collection tools
•Detailed field work briefing to every supervisors & interviewers
Pre-Field Work
(Data Collection)
Quality Control
•Supervisors/Researchers randomly and unobtrusively monitor interviewers’
data collection during data collection period
•Supervisors have to verify the identify of 100% of respondents
•Supervisors check and correct nonresponse questions, illogical questions,
illegibility, and other signs of poor data collection.
Quality Control
during Fieldwork
•At least 90% of total questionnaires will be contacted and verify R/Ds’ answers
on key questions (therefore at least 90% of respondents will be monitor for
correctness of answers and prevent interviewers’ cheatings)
•All interviewers will be subjective to quality control process.
•All questionnaires (100%) will be logically monitored and proper steps will be
taken if the answer(s) is/are found illogical (either correction or cancellation of
questionnaire)
Data Verification
(Post Fieldwork
Quality Control)
Quality Control

Consumer Electronics Utilities/Infrastructure
Finance/Banking/Insurance Leading Retailer
Hotel &
Accommodations
Automobiles
Fast Food IndustryReal Estates
Advertising/Consulting
Hospitality
Telecommunication
FMCG
dotdotdot
Clients Whose Trusts We Cherish…

24-May-14Research in Motion Co., Ltd. Confidential & Proprietary 31
Dr. Tanarat Thiengkamol
Project Director
+66 (81) 666-9637, +66 (80) 777-9970
nude@rm.co.th
Our Team
Dr.Chatchai Thiengkamol
Executive Project Consultant
+66 (81) 666-9687
ohm@rm.co.th
K.Maieak Yommee
Project Coordinator
+66 (86) 362-2154
jarn@rm.co.th
K.Kitboon Anantanit
Consultant
+66 (81) 816-7443
kit@rm.co.th
Dr. Aekwin Koonboonchan
Senior Consultant
+66 (89) 476-6685
ong@rm.co.th

Organization Chart
Managing
Director
Strategic
Research
Department
Strategic
Planning
Department
Human
Resource
Department
Accounting
Department
Field Data
Collection
Department
Data Processing
& Quality
Department
Administration &
Office
Maintenance
Department
Strategic
Advisor(s)
Dr.Chamnan
Ngammaneeudom
Ph.D. In
Commerce,M.B.A.,
B.B.A.
(Strategic Planning
Senior Manager)
Mr.Maieak Yommee
(Ph.D. Candidate)
M.S.
(Strategic Planning Unit
Manager)
Mr.Prachaya
Thieng-Um
B.I.S.
(SP Officer)
Dr.Tanarat
Thiengkamol
Ph.D. in Social
Science,M.S.,
B.B.A.
(Strategic &
Research
Director)
Mr.Nattapol
Boonprathum
M.B.A., B.I.E.
(SR Officer)
Dr.Nongnapas Kuwaranyu
(Ph.D. in Education)
Mr.Norakran
Puethong-On
Bachelor inCom.
Art
(FieldData
CollectionSenior
Supervisor)
Mr.Norathep
Piewthongon
Bachelor inCom.
Art
(Data Processing
&Quality Control
Manager)Ms.Kunthila
Thejchakarn
B.S.
(FDC Supervisor1)
Ms.Charocha
Taweechotichai
Bachelor inCom. Art
(FDC Supervisor2)
Ms.Palinda
Panthuras
M.A., B.B.A.
(DQ Officer)
Dr.Chatchai Thiengkamol
(Ph.D. in Social Science,
C.I.S., B.B.A.)
Mr.Pornphasu
Imruthai
B.B.A.
(Accounting)
(Accounting
Officer)
Ms.Buasorn
Prachumpun
B.B.A.
(Accounting)
(Accounting
Manager)
Ms.Amporn
Namnai
B.S.
(HR Manager)
Ms.Jureeporn
Prachapichayakom
L.P.N.
(Administration
Manager)
Mr.Pongsak
Yampeng
B.I.S.
(SR Officer)
Mr.Supak
Pansamdaeng
(Messenger)
FDC Staffs
DQ Staffs
Ms.Duangjai
Buranathes
B.B.A.
(HR Officer)

599/321 Baan Klang Krung Ratchavipha
Soi Ratchadapisek 29,
Ratchadapisek Road, Jatujak,
Bangkok, Thailand,10800
Tel: +66(2) 192-1511
Fax: +66(2) 192-1611

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