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LINE Marketing in Thailand

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This presentation provide information about LINE Application e.g. Statistics, Marketing Mix (4Ps), Marketing Campaign in Thailand and more.

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LINE Marketing in Thailand

  1. 1. LINE APPLICATION
  2. 2. Presentation Outline • Background • Current Situation • Marketing Mix (4Ps) • Competitor • SWOT Analysis • Marketing Success Story • Conclusion
  3. 3. BACKGROUND
  4. 4. What is LINE? “LINE” is a smartphone app which allows users to enjoy free calls and messaging with other LINE users, both nationally and internationally, regardless of which mobile network provider they are using. Linecorp.com
  5. 5. LINE Corporation LINE Corporation is based in Japan and develops and operates the LINE app for smartphones. LINE Corporation is a subsidiary of South Korean company NAVER Corporation.
  6. 6. Evolution of Instant Messaging 1996 1998 1999 2003 2009 2011
  7. 7. JAPAN, March 2011
  8. 8. LINE
  9. 9. CURRENT SITUATION
  10. 10. 490 M+ 14’09/01
  11. 11. Revenue
  12. 12. MARKETING MIX (4Ps)
  13. 13. Product Family App Games
  14. 14. Price • FREE! For normal user • In-App Purchases
  15. 15. Price • Corporate price Official Account Official Home Sponsored Sticker
  16. 16. Price Standard Home Package Premium Package Official Account with 20 Messages/Month+ Official Account with 25 Messages/Month+ 4 On-Air 5 On-Air Official Home Official Home Sponsored Sticker Sponsored Sticker 6,XXX,XXX THB/year 7,XXX,XXX THB/year
  17. 17. Price 12M THB MOON BROWN CONY JAMES
  18. 18. Place www.LINE.me
  19. 19. Promotion • Concept – “More LINE Much Closer” • Launch TVC
  20. 20. https://www.youtube.com/watch?v=gawbK5-X0pM
  21. 21. https://www.youtube.com/watch?v=3_OWvvI26I0
  22. 22. https://www.youtube.com/watch?v=D_4emAKJFuE
  23. 23. https://www.youtube.com/watch?v=EJn8PohYYN4
  24. 24. LINE’s competitor Facebook Messenger WhatsApp WeChat Kakao Talk BeeTalk
  25. 25. LINE’s competitor Develope r LINE Corporation Japan WhatsApp Inc. USA Facebook Inc. USA Tencent Holdings China KAKAO Inc. South Korea BT Mobile Private ltd. Singapore Primary Market Japan Europe Global China Korea Thailand, Taiwan No. of User 490 M 600 M 1,317 M 438 M 140 M 10 M Revenue Source Gaming Advertising Sticker Subscription Fee $0.99/user/year Advertising Gaming Advertising Sticker Gaming Advertising Emoticon N/A
  26. 26. Feature Text Chat Video Call Audio Chat Find friend nearby Sticker Games Official Account Sponsored Sticker LINE’s competitor
  27. 27. SWOT Analysis
  28. 28. Strength • Famous LINE Character • Have more partner App and Game • Sticker business model • Localization Strategy
  29. 29. Weakness • No feature “Find friend nearby” • User block official account after download sticker (for Brands)
  30. 30. Opportunity • Growth of smart phone user • Internet penetration rate • Brands want to communicate to customer via mobile
  31. 31. Threats • Regulation in some country • Native app in some country (Korea)
  32. 32. Marketing Success Story • Games
  33. 33. LINE Games Localization Strategy Language / Content / Partnership /Office Brown มวยไทย Cony กินรี
  34. 34. Cookies Run
  35. 35. Activity January 2014 First launch in Apple App store and Google play store
  36. 36. Activity February 2014 Opening a booth in Mobile Expo 2014
  37. 37. Activity February 2014 Launch TVC cookie run
  38. 38. Activity March 2014 Co-promotion with BAR-B-Q PLAZA
  39. 39. Activity March 2014 Co-promotion with True
  40. 40. Activity March 2014 Start promote in online channel via online influencers e.g. VRZO
  41. 41. Activity April 2014 Start promote in BTS
  42. 42. Activity April 2014 Release Cookie run sticker for celebrate 10M download
  43. 43. Activity June 2014 Cookie run Thailand tournament
  44. 44. Value Chain Increasing No. of user Increasing frequency of use Generate revenue from selling item in games Increasing channel for buying item without credit card Produce premium souvenir for sell Leading to LINE Platform
  45. 45. CONCLUSION
  46. 46. 52 30 29 +2% +20% 18 14 15 +50% +12% +40% +50%
  47. 47. A Day in life of Thai smartphone user On average, Thai spend 5 hours per day spent on smartphone Total time spent on Smartphone: July’14 309 Minutes Per Day 112 MINS COMMUNICATION 17 MINS BROWSING 90 MINS ENTERTAINMENT 13 MINS DEVICE MANAGEMENT 76 MINS APPLICATION Source: Nielsen Smartphone Analytics 2014
  48. 48. Top 10 Chat & VOIP Apps 95 63 23 23 21 21 15 12 12 8 LINE Facebook Messenger Google Hangout Tango BeeTalk WeChat ChatON WhatsApp Meow Chat Skype % Reach Engagement (min/Day) 81.7 1.4 0.1 0.4 2.0 0.5 0.0 0.1 0.3 0.4 Source: Nielsen Smartphone Analytics 2014
  49. 49. LINE Engagement by demographic 82 57 57 89 83 94 101 92 73 Overall 15-17 18-24 25-30 31-35 36-40 41 & above Females Males Time spent per day (Minutes) Source: Nielsen Smartphone Analytics 2014
  50. 50. Gaming accounted for 70% of entertainment time spent 70 MINS ENTERTAINMENT 70% 30% GAMES MULTIMEDIA Source: Nielsen Smartphone Analytics 2014
  51. 51. Top 10 Games Apps 40 40 20 18 14 12 8 8 8 7 COOKIE RUN Let's Get Rich Top Eleven Candy Crush sega LINE Rangers X Fighting Boyaa Texas Poker Farm Heroes Saga Castel Clash Hay Day % Reach Min/Day 3.6 9.6 8.2 3.2 1.5 0.3 1.9 0.6 1.3 1.2 Rank by Engagement 3 1 2 4 6 10 5 9 7 8 Source: Nielsen Smartphone Analytics 2014
  52. 52. LINE Games Engagement by demographic 3.6 2.1 5.7 Time spent per day (Minutes) 1.8 1.4 4.5 4.5 3 COOKIE RUN Let's Get Rich 4.1 9.6 6.6 13.7 6.9 5.9 8.7 12.4 10.2 9.1 Overall 15-17 18-24 25-30 31-35 36-40 41 & above Females Males Source: Nielsen Smartphone Analytics 2014
  53. 53. Reference http://www.bangkokpost.com/business/news/430181/line-wechat-growing-locally http://official-blog.line.me/en/archives/1004867595.html http://official-blog.line.me/en/archives/1001168967.html http://www.statista.com/statistics/260819/number-of-monthly-active-whatsapp-users/ http://www.statista.com/statistics/255778/number-of-active-wechat-messenger-accounts/ http://www.statista.com/statistics/248863/number-of-registered-kakaotalk-users/ http://www.techinasia.com/beetalk-messaging-chat-app-10-million-downloads-in-asia-taiwan-thailand http://linecorp.com/en/press/2014/0731783 http://www.positioningmag.com/content/เกมเศรษฐี-เกมกลยุทธ์-line http://www.positioningmag.com/content/ผ่าแผนตลาดไลน์-ปั้น-“คุกกีรั้น”-ให้ฟีเวอร์ LINE Business Seminar 18 September 2014 at Aksra Theatre King Power Bangkok,Thailand Nielsen Smartphone Analytics 2014
  54. 54. THANK YOU
  55. 55. DISCLAIMER This presentation is meant for educational purposes only. LGM624 Marketing And Customer Relationship Management Graduate School of Management and Innovation, King Mongkut’s University of Technology Thonburi.

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