4. Marketing Strategy   Channel
4. Marketing Strategy   Channel
4. Marketing Strategy                                    Channel
 Off – premise : Trade Show

   Theme : Bright & Clear
  ...
4. Marketing Strategy               Communication

  Concept
  Concept
     Value Delivering based IMC.
     Classical Mar...
4. Marketing Strategy                                       Communication


    Advertising         Public           Sales...
5. Action Plan
Action Plan
1. Production Schedule & Budget
      Activity                         Details                 Jan Feb Mar Apr...
Action Plan
2. Operations Plan
                                                   Year 2005                         Year 2...
6. Implementation
Controls
6. Implementation Controls



      Monitoring Planning
      Monitoring Planning                Evaluation
              ...
7. Financial Projection
7. Financial Projections
                Items                 Total             2005              2006          2007
 Cas...
Thank you
Group 1
                              ชื่อ – นามสกุล   รหัสนักศึกษา
 นางสาวพริมวดี ศัลยพงษ                        4810224...
Appendix
Appendix   Location
Appendix   Building
Appendix       Master Plan

      17 rai
Appendix                     Unit Plan



           31 sq.m.
                               40 sq.m.
           (studio)
...
Appendix                              Facilities




 Swimming Pool              Fitness




Playground
                  ...
Appendix                                       Advertising
Mass Media
   TV
   • TVC 15 sec
     Focus on Grand Openning :...
Appendix                                                                                                  Advertising
  Ad...
Appendix                                           Public Relation
 Grand Opening
  Brand Relationship
  Experienced Activ...
Appendix
                                                                          Back up
 โทรทัศน    : เลือกลงสปอตชอง ...
Appendix
                                                            Back up
Outdoor    :   - Billboard Asoke – Sukhumvit ...
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Metro_Park Marketing_Plan

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Metro_Park Marketing_Plan

  1. 1. 4. Marketing Strategy Channel
  2. 2. 4. Marketing Strategy Channel
  3. 3. 4. Marketing Strategy Channel Off – premise : Trade Show Theme : Bright & Clear Event Name : Thailand Housing & Condo 13th. Location : Queen Sirikit National Convention Center Show Period : 3 days Expected Visitors : 50,000 pax. After show impact : 3 months Activities (see communication strategy) : Temporary Showroom & Reservations Activity Soft Opening / PR. Market Survey
  4. 4. 4. Marketing Strategy Communication Concept Concept Value Delivering based IMC. Classical Marketing Experienced Marketing Budget Budget • Set Communication Budget as 3.00% of expected sales amount. • Expected Sales Amount = 1190 MB • Communication Budget = 30 MB
  5. 5. 4. Marketing Strategy Communication Advertising Public Sales Direct Personal Relation Promotion Marketing Selling • Mass Media • Grand Opening • Discount Coupon • Direct Mail co-promotion with Training & • Publication • Press Release INDEX • E – Newsletter Sales Force • Outdoor Print • In store •Telemarketing -Sales Executive • TRUE Package Ad. activities: Thai with 10% Discount -Telesales Staff House & Condo 13th • UBC Package Sales Manual with 10% Discount • IPOD Premium Gift
  6. 6. 5. Action Plan
  7. 7. Action Plan 1. Production Schedule & Budget Activity Details Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Budget Media content Brand Value Audit 180,000.00 Advertising Agency Recuit Recruit Presentation & Sign Contract Radio spot TV spot Publication Advertising Brochure, Reservation contract issue Website Channel Location Survey & Select 9,000,000.00 Design sale office Contractor Recuite for Sales Office Briefing bidding documents Prepare Design & Presentation for pitching Bidding process Sign Contract with contractor Installation (Structure & System) Project Hand Over & Systems Testing Pre - Sales Remark : Action Plan for Marketing Channel is included in production schedule & budget
  8. 8. Action Plan 2. Operations Plan Year 2005 Year 2006 Activity Budget Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Advertising TV 4,460,000.00 Radio 2,367,000.00 Newspaper 6,060,000.00 Magazine 510,000.00 Billboard 3,400,000.00 Transit 12,152,250.00 Website & Banner 60,000.00 Public Relations Grand Opening 500,000.00 Press Release 50,000.00 Sales Promotion Furniture Coupon 720,000.00 Strategic Partners Promotion 500,000.00 Direct Marketing Direct Mail 20,000.00 Personal Sales Training & Sales Force 20,750.00
  9. 9. 6. Implementation Controls
  10. 10. 6. Implementation Controls Monitoring Planning Monitoring Planning Evaluation Evaluation • Budget vs Actual comparing • Number of call-in and walk- • Questionnaire (at sales in visitors office) • Purchasing rate (compared • Weekly meeting (sales & to total walk-in) marketing) • Sales • Monthly meeting • Sales speed (management) • Marketing expenses • Sales progress report • Customer feedback and • Competitor update satisfaction
  11. 11. 7. Financial Projection
  12. 12. 7. Financial Projections Items Total 2005 2006 2007 Cash outflow (928.02) (124.06) (288.66) (515.30) Land Cost (102.00) (102.00) - - Construction cost (675.7) - (204.53) (471.17) Management cost (76.90) (15.38) (30.76) (30.76) Marketing cost (40.00) - (40.00) - Miscellaneous (33.41) (6.68) (13.36) (13.360 Cash inflow 1,190.91 - 162.62 1,028.30 Income tax (78.87) - (10.77) (68.10) Net cash flow before financing 184.02 (124.06) (136.81) 444.90 Financing Equity injected 221.14 77.97 27.27 115.91 Loan drawn down 353.20 51.00 117.49 184.72 Loan repayment (353.20) - - (353.20) Interest expenses (28.53) (4.91) (7.94) (15.68) Net cash flow after financing 376.64 - - 376.64 Net Profit before income tax Net Profit before income tax 262.89 MBaht 262.89 MBaht Net Profit Margin Net Profit Margin 22.10% 22.10% Unleveraged IRR Unleveraged IRR 23.10% 23.10% Leveraged IRR Leveraged IRR 36.33% 36.33%
  13. 13. Thank you
  14. 14. Group 1 ชื่อ – นามสกุล รหัสนักศึกษา นางสาวพริมวดี ศัลยพงษ 4810224001 นายณัฐพล ลัคนลาวัณย 4810224002 นางสาวอโนทิสา สัตยาวิรุทย 4810224017 นายสมพงษ แกวศรี 4810224029 นางสาวกนิษฐา พิทยาวงศอานนท 4810224031 นายยศศักดิ์ ยุทธพงษธาดา 4810224033 นางสาวสุทธิดา ทองจํารัส 4810224035 นางสาวตะวัน บุญบําเรอ 4810224039 นายวรพจน เดชอุม 4810224042 นางสาววรัญญา มะอาจเลิศ 4810224044 นางสาววิภาวี เพชรวราภา 4810224045 นางสาวฐิตนันท วงษคํา ิ 4810224051 นางสาวณัฐชนัญ โกศลพงษ 4810224057 นายอภิชย นันทมนตรี ั 4810224072
  15. 15. Appendix
  16. 16. Appendix Location
  17. 17. Appendix Building
  18. 18. Appendix Master Plan 17 rai
  19. 19. Appendix Unit Plan 31 sq.m. 40 sq.m. (studio) (1 bedroom) 60 sq.m. (2 bedroom)
  20. 20. Appendix Facilities Swimming Pool Fitness Playground Garden Security
  21. 21. Appendix Advertising Mass Media TV • TVC 15 sec Focus on Grand Openning : (launch July) • Channel 3 7 9 Radio • FM 105.5 Thai Pop Music • FM 106.5 Thai Pop Music • FM 95.5 Thai & International Music Publication Magazine • Baan Lae Suan • Manager • Room Newspapers •Tharn Sejtakij (Business Semi-Weekly) • Krungtep turakij • Manager •Thai Rath (Thai Daily)
  22. 22. Appendix Advertising Advertising – Outdoor Print Ad. Transit • BTS In Train / Poster Above the Seat • BTS In Train / Poster BulkHead • BTS In Train / In-Train Card • BTS In Train / Plasma Screen Outdoor • Billboard Asoke-Sukhumvit Intersection • Billboard Sathon Rd. Description Total Baht 000's %SOV Apr-05 May-05 Jun-05 Jul-05 Aug-05 Sep-05 Oct-05 Nov-05 Dec-05 Jan-06 Feb-06 Mar-06 Apr-06 TV 4,460 15.5% 588 2,500 588 392 392 RADIO 2,376 7.3% 396 1,188 264 264 264 NEWSPAPERS 6,060 21.1% 600 1,200 900 2,160 400 400 400 MAGAZINE 510 1.8% 165 165 90 90 OUTDOOR 3,400 11.8% 400 400 400 400 400 400 200 200 200 200 200 TRANSIT 12,152 42.3% 1,298 1,298 1,298 1,298 1,298 1,298 623 623 623 623 623 623 623 Website 60 0.2% 60 Total 29,018 100.0% Production 982 Budget 30,000
  23. 23. Appendix Public Relation Grand Opening Brand Relationship Experienced Activities with celebrity Press & Exclusive invitation Project Presentation Sky Train Project Presentation Press Release In store activities : Thailand Housing & Condo 13th. Post show report o Launching Project Progressive report o Pre / Post Publicizing Newspaper, Magazine , TV and Newsletter o Sales Promotion o After show contact
  24. 24. Appendix Back up โทรทัศน : เลือกลงสปอตชอง 3,7,9 โดยใชสปอต15 วินาที -รายการละครชวง 20.25 – 22.25 น. ของชอง 3,7 ที่ราคา 420,000 – 450,000 บาท - รายการวีไอพีชวง 20.30 – 21.30 น. RADIO : เลือกใชสปอต 30 วิ โดยเลือกลงสปอต - คลื่น FM 105.5 ราคา 2,400 บาท - คลื่น FM 106.5 ราคา 3,200 บาท - คลื่น FM 95.5 ราคา 1,500 บาท NEWSPAPER : เลือกลงโฆษณาเต็มหนาและครึ่งหนาโดยเลือกลงทังสีและขาวดํา ้ - Thairath ราคา 288,000 บาท - Tharn Sejtakijราคา 197,200 บาท - Krungtep Turakij ราคา - Phoo Jad Karn ราคา 167,800 บาท
  25. 25. Appendix Back up Outdoor : - Billboard Asoke – Sukhumvit Intersection - Billboard Sathon - ราคา 180,000 – 300,000 บาท BTS : เลือกลงสปอตโฆษณาบริเวณดานบนของที่นั่งจํานวน 3 ปาย/ 1 ขบวนทั้งหมดมี 15 ขบวน รวมโฆษณาทั้งหมด 45 ปาย - ราคา 135,000 บาท/เดือน

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