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Marie France


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Marie France

  1. 1. History <ul><li>The most successful Slimming Center </li></ul><ul><li>First established in Switzerland </li></ul><ul><li>Network of 60 centers in Switzerland and United Kingdom </li></ul><ul><li>Network of 14 centers in Asian markets </li></ul><ul><li>Marie France Thailand was established in 199 4 </li></ul><ul><li>- Seventeen centers in Bangkok and provincial areas </li></ul>
  2. 2. Centers in Thailand <ul><li>Bangkok </li></ul><ul><li>· Central City, Bangna · Future Park, Rangsit </li></ul><ul><li>· Central Plaza, Lardprao · Liberty Square, Silom </li></ul><ul><li>· Central Plaza, Pinklao · Emporium Tower </li></ul><ul><li>· Central Plaza, Ramonthra · The Mall, Bangkapi </li></ul><ul><li>· Central Plaza, Praram III · Fashion Island </li></ul><ul><li>· Central Plaza, Praram II · Central World </li></ul><ul><li>· Central Pinklao Tower </li></ul><ul><li>Provincial Areas </li></ul><ul><li> · Central Airport Plaza, Chaing Mai · Pacific Park, Sriracha </li></ul><ul><li>· Central Festival, Phuket · Diana Department, Hat Yai </li></ul>
  3. 3. unique selling point <ul><li>Top shelve of the business with high reputation and market share </li></ul><ul><li>Focus on slimming and weight management with </li></ul><ul><li> professional assistance </li></ul><ul><li>No dieting, relying on pills, or intensive exercises </li></ul><ul><li>More than 60 slimming programs </li></ul><ul><li>Detailed consultation from nutritionists and medical staffs </li></ul>
  4. 4. Public Relations <ul><li>Does not have in-house PR department </li></ul><ul><li>Miss Sasiwee Suetrong: General Manager </li></ul><ul><li>- responsible in making decisions about PR programs </li></ul><ul><li>Marie France hires outside PR company </li></ul><ul><li>Kith & Kin Communication and Consultant </li></ul><ul><li>- good partnership working style </li></ul><ul><li>- professional in news release </li></ul>
  5. 5. why PR is important ? <ul><li>No less important than other departments </li></ul><ul><li>While other departments look after what goes on inside the company, PR work toward cooperating the company with the publics </li></ul><ul><li>PR save the image of the company </li></ul><ul><li>Keep good relationship between the company and the publics </li></ul>
  6. 6. Why outside PR company is better ? <ul><li>More professional in handling public relations work </li></ul><ul><li>Marie France is able to focus on its core principle; slimming </li></ul><ul><li>Work as covers for the company in time of crisis </li></ul>
  7. 7. Public Relations objective <ul><li>To build brand awareness and recognition </li></ul><ul><li>To create good relationship between the company and the media, and the mass publics, especially customers </li></ul><ul><li>To build good image of the company in peoples’ minds </li></ul><ul><li>To stimulate sale levels </li></ul>
  8. 8. Target Publics <ul><li>Customers </li></ul><ul><li>- Premium Customers: Working women </li></ul><ul><li>- Year 2004: Pregnant women </li></ul><ul><li>- Year 2005: Undergraduate students </li></ul><ul><li>- Year 2008: General mass people </li></ul>
  9. 9. History of Kith & Kin Communication and consultant <ul><li>Established in 1995 by Miss Supaluck Tanthapichat; president and managing director </li></ul><ul><li>of the company </li></ul><ul><li>Focus on public relations and </li></ul><ul><li>services on the organization image </li></ul>
  10. 11. Kith & kin role <ul><li>To provide public relations counseling and conduct public relations work through domestic media </li></ul><ul><li>To handle public relations through foreign media or networks </li></ul>
  11. 12. <ul><li>Kith & kin Potential </li></ul><ul><li>A Thai-owned company </li></ul><ul><li>With experienced and professional team </li></ul><ul><li>Offensive and defensive management to keep up with the situation and opportunities </li></ul><ul><li>To assign media to suit target audiences </li></ul><ul><li>To join efforts in order to ease crisis </li></ul><ul><li>To offer recommendations and join supplementary activities </li></ul>
  12. 13. Kith & kin Potential <ul><li>To work closely and continuously with full responsibilities </li></ul><ul><li>To cooperate and to organize the conference and seminar </li></ul><ul><li>To produce all kinds of media </li></ul><ul><li>To provide and purchase newspaper space and electric media's time </li></ul>
  13. 14. Kith & kin Scope of Public Relations services through Domestic Media <ul><li>To work out plans in accordance with objectives </li></ul><ul><li>To implement the plans to achieve the goal </li></ul><ul><li>To assign media of all forms to suit target audiences </li></ul><ul><li>To produce news information and special scoops for presentation </li></ul><ul><li>To coordinate and hold meetings with members of the mass media to boost relations and create better understanding with them </li></ul>
  14. 15. Kith & kin Scope of Public Relations services through Domestic Media <ul><li>To follow up on the response of the media after releasing news and information </li></ul><ul><li>To provide clarification and correct inaccurate news or false reports </li></ul><ul><li>To summarize and assess each situation appropriately </li></ul><ul><li>To arrange files on achievements and impacts on a weekly basis </li></ul>
  15. 16. <ul><ul><ul><li>PR Consultant </li></ul></ul></ul><ul><ul><ul><li>PR Strategy </li></ul></ul></ul><ul><ul><ul><li>Issue Management </li></ul></ul></ul><ul><ul><ul><li>Situation Management </li></ul></ul></ul><ul><li>PR Event </li></ul><ul><li>Grand Opening </li></ul><ul><li>Product Launching </li></ul><ul><li>Seminar </li></ul><ul><li>Workshop </li></ul><ul><li>Exhibition </li></ul><ul><li>Party </li></ul>Kith & kin Public Relations Tools
  16. 17. Kith & kin Public Relations Tools <ul><ul><li>Media Relations </li></ul></ul><ul><ul><ul><li>Executive Interview </li></ul></ul></ul><ul><ul><ul><li>Tie-in Program </li></ul></ul></ul><ul><ul><ul><li>Press Conference </li></ul></ul></ul><ul><ul><ul><li>Press Meeting </li></ul></ul></ul><ul><ul><ul><li>Advertorial / Scoop </li></ul></ul></ul><ul><ul><ul><li>Press Release </li></ul></ul></ul><ul><ul><ul><li>Photo Release </li></ul></ul></ul><ul><ul><ul><li>News Clipping </li></ul></ul></ul><ul><ul><ul><li>News Monitoring </li></ul></ul></ul><ul><ul><ul><li>Media Training </li></ul></ul></ul>
  17. 18. Kith & Kin department <ul><li>1 . Consulting Department </li></ul><ul><li>- Gives counsel </li></ul><ul><li>- Seeks new concept for the project </li></ul><ul><li>2 .. Operating Department </li></ul><ul><li>(Public Relations Department) </li></ul><ul><li>- Coordinates with clients </li></ul><ul><li>- Gives idea for public relations method to each circumstance </li></ul>
  18. 19. Kith & Kin department <ul><li>3 . Supporting Department </li></ul><ul><li>(Clipping Team, Photo Team, and Production Team) - Supports the public relations program to be more perfectly equipped </li></ul>
  19. 20. Kith & kin Ethics <ul><li>Always choose work that: </li></ul><ul><li>- Does not contradict to the ethical principle </li></ul><ul><li>- Does not take advantage </li></ul><ul><li>- Does not deceive the publics </li></ul>
  20. 21. Kith & kin Legal Issue <ul><li>Legal department </li></ul><ul><li>- oversees the information </li></ul><ul><li>Before publicize; consider information </li></ul><ul><li>- correctness </li></ul><ul><li>- does not cause any legal issue </li></ul>
  21. 22. Kith & kin Corporate Social Responsibility <ul><li>focus on activities that: </li></ul><ul><li>- give benefits to society </li></ul><ul><li>- provide good image to client </li></ul><ul><li>continuously arrange in the long period of time </li></ul><ul><li>“ Bye Bye Fat Challenge” </li></ul><ul><li>* Foundation for overweight people </li></ul><ul><li>* Earnings are dedicated to The Chaipattana Foundation </li></ul>
  22. 23. kith & kin Choice of Media <ul><li>For target groups of Marie France </li></ul><ul><li>- News release: </li></ul><ul><li>* Women magazine </li></ul><ul><li>* Newspaper </li></ul><ul><li>* Webboard </li></ul><ul><li>* TV program e.g. sitcom </li></ul><ul><li>* Events e.g. mini concert, grand opening </li></ul>
  23. 24. Revolution of PR program <ul><li>Before and after </li></ul><ul><li>- Print ads </li></ul><ul><li>Reality </li></ul><ul><li>- Press Release </li></ul><ul><li>-TV program e.g. sitcom </li></ul><ul><li>- Events e.g. grand opening, mini concert </li></ul>
  24. 25. Public Relations process Kith & Kin Presenting Creative Ideas to Marie France Brainstorming Developing Idea Choosing Presenters Creating Slogan Evaluating Effectiveness
  25. 26. Campaign
  26. 27. Ethical Issue <ul><ul><li> Year 2003 </li></ul></ul><ul><ul><li>Tik - Kanyarat Jiraratchakij </li></ul></ul><ul><ul><li>First presenter that Kith & Kin worked with Marie France </li></ul></ul><ul><ul><li>Attacked by the press </li></ul></ul><ul><ul><li>Retouched photos </li></ul></ul><ul><ul><li>Press conference </li></ul></ul>
  27. 28. Ethical Issue <ul><ul><li>Year 2004 </li></ul></ul><ul><ul><li> Gig - Suwajanee Chaimuksik </li></ul></ul>
  28. 29. <ul><ul><li>Year 2005 </li></ul></ul><ul><ul><li>Honey - Passorn Bunkiat </li></ul></ul>
  29. 30. <ul><ul><li> Year 2006 </li></ul></ul><ul><ul><li>Helen - Patumrat Worramalee </li></ul></ul>
  30. 31. <ul><li>Year 2006 </li></ul><ul><li>Tata Young </li></ul>
  31. 32. <ul><ul><li>Year 2007 </li></ul></ul><ul><ul><li>Benz - Pornchita Na Songkla Meiji - Pimaksiporn Winkomen </li></ul></ul>
  32. 33. <ul><li>Year 2008 </li></ul><ul><li> Hai - Arpaporn Nakornsawan Luknam - Pamela Bowden </li></ul>
  33. 34. Events <ul><li>Year 2006 </li></ul><ul><li>“ Cinderella shining star contest </li></ul><ul><li>by Marie France Bodyline” </li></ul><ul><li>- Marie France cooperated with RS Promotion </li></ul><ul><li>- Find an overweight girl to be leading actress in the music video of Cinderella; RS girl band </li></ul><ul><li>- Workshop for overweight girls: </li></ul><ul><li>* to improve their appearance </li></ul><ul><li>* to learn acting technique </li></ul>
  34. 35. Events <ul><li>Year 2007 </li></ul><ul><li>“ I Lost It” </li></ul><ul><li>- A reality show cooperated with Asia Television & Media Co., Ltd. </li></ul><ul><li>- Losing weight competition </li></ul><ul><li>- Offer a chance for overweight girls to: </li></ul><ul><li>* improve their appearance </li></ul><ul><li>* become a stars in the entertainment media </li></ul>
  35. 36. Events <ul><li>Year 2008 </li></ul><ul><li>“ PuiFai The Project By Marie France Bodyline” </li></ul><ul><li>- Marie France cooperated with True Fantasia </li></ul><ul><li>- Find an overweight girl with a great voice to be a singer and featuring a song with Puifai; Academy Fantasia season 4 </li></ul>
  36. 37. Public Opinions 1. What is the first slimming center that comes into your mind? Marie France Other Sliming Centers 18 2
  37. 38. Public Opinions 2. Do you recognize any presenters? Presenter Interviewees Benz & Meiji 10 Pregnant Celebrities 2 Hai - Arpaporn 4 Cannot recognize the presenters 4
  38. 39. Our criticism <ul><li>Cooperativeness </li></ul><ul><li>Difficulty in acquiring information </li></ul><ul><li>Marie France does not have an in-house PR department </li></ul><ul><li>Difficulty to get in touch </li></ul><ul><li>The use of beautiful celebrities </li></ul>
  39. 40. Group ’ s Opinion of the effectiveness of PR programs <ul><li>Hiring Kith & Kin </li></ul><ul><li>Expand target groups by using effective presenters </li></ul><ul><li>PR programs really reach target groups </li></ul><ul><li>Unique idea “ reality show ” </li></ul><ul><li>- reach its target groups </li></ul><ul><li>- show the publics that overweight people can be thin </li></ul>
  40. 41. <ul><li>Good and right presenters </li></ul><ul><li>- draw publics attention and target publics </li></ul><ul><li>Corporate Social Responsibility </li></ul><ul><li>- improve Marie France image </li></ul><ul><li>Uses various forms of PR programs </li></ul><ul><li>- produce a fully-effective PR programs </li></ul><ul><li>From the survey; Marie France PR programs are very effective </li></ul>