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Final Project_NEON RUN _MM [Autosaved]
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- 3. INTRODUCTION ONSITE ACTIVATION Agreat day of sponsors and partners for awareness through those activities at there branding booths.
- 4. RUN THROUGH 5STATION Each kilometer will have an highlight activation to motivate and encourage runners keep running toward the concert to finish the run.
- 5. CONCERT AFTERWARD Amazing combinationof visual, light effects and quality production turned Neon Run concert to be the highlight of the event
- 6. Outdoor andnightlife entertainment activities . NIGHT TIME RUN FUN People enjoy in night runway and light tent with thousands of colorful balloons were blown out repeatedly “Bubble war” along with an immersive blasts of sounds and lights Enjoy inspirational music festival with more pleasant suprise, excitement and joy for participants. FUNCTION
- 7. Getting funrun with thousand other people while working out Experience your glory when crossing the finish line by owning a super cool race kit from our program Be the brighest as ever with Prisma accessories Great chances to meet and make friend with a crazy nights with tons of memories with friends and new friends BENEFITS
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- 9. Inspire peopleto live each to the fullest. People have fun outside and feel healthy inside Amazing combination of visual, light effects and quality production turned Night concert at hightlight of event VALUE
- 10. MISION • Leader runningevent in Thailand with amazing combination of visual, light effects and quality production concert • The most healthy and entertainment nightlife event for young generation and foreigner in Thailand • Attract runners in most Asian country • Profit approxiate 1 millions USD for every season VISION Become No.1 night life activity in Asia country
- 11. OBJECTIVES Build brandawareness of customer about event Our sales at first season at least 10,000 tickets and get sponsor from more than 15 sponsorship from food, sport industry,,, • Profit at first season at least 2 millions baht for each season • Have more than 10,000 participants dating over with people across Thailand to become member of our Night Run
- 12. FUN RUN COLORFUL OUTSITE HEALTHYINSIDE VALUE PREPOSITION
- 14. SWOT ANALYSIS • Corporategovernance • Good ability in adapting new ideas • Good understand of customer perceived value - Our company is new with low brand awareness. - Not easy to associate with partners - Lack of experience in operation in Thailand - First mover benefitsGetting government support and subsedize - Get morre revenue from sponsorship due to healthy activities - Potential demand as new experience with reasonable price - Many expats living in Bangkok who seek for outdoor activities - Consumption on entertainment in Bangkok (Gen Y) increase - Competitors could imitate later on - Fail to make contracts with our event sponserships - Bad political situation - Secure and safe “terrorist attack” S
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- 16. MARKET SIZE Potentialmarket Available market Target market The forecast penetrated market PM X PM AV TM FM
- 17. POTENTIAL MARKET 31,7% > 5.7Millions (people living in Bangkok) Europe Chinese Asian Countries Japanese AmericanAustralia n Burmese Others 720,300 (foreigner living in Bangkok)
- 18. 29% (educated people) 740,000 PotentialMarket • Male and Female are living in Bangkok (including Thaland people and foreigner) • Interested in out door activites • Have high education (from upper high school) POTENTIAL MARKET
- 19. AVAILABLE MARKET Others 60% Available marketOthers 296,000 available market
- 20. in total 296,000 TARGET MARKET 103,000TargetMarket 35%of available market
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- 22. SEGMENTATION Geographic • Bangkok Area Demographic •Age: 15 – 35 years old (Young adultsa & Adults) • Gender: All genders • Maritual status: Single or marriaged • Generation: Young Generation (Gen Y) • Education: Educated people • Income: 20,000 baht up • Occupation: Students, Officers... • All race and nationality Behavioral • Occasions • Benefit - Recreation
- 23. Target Market Segment(Social Class) Segment Lower Lower Upper Lower Working class Middle Class Upper Middle Lower Upper Upper Uppers 15 – 19 Years old 20-24 Years old 24-29 Years old 30 - 35 Years old >35 Years old
- 24. Psychographic Segmentation Consumers areinspired by Self – Expression Motivation. In high resources, consumers are in experiencers group VALS Segmentation System
- 25. SELECT MARKET SEGMENT M1M2 M3 P1 P3 P2 Single Segment Concentration Due to a small number of consumers in our segmentation. We select single segment concentration. We could • Achieve strong market presence • Earn high return on investment
- 26. THE MARKETING FUNNEL 103,000 50% heardof event 70% open to trial 40% open to trial 51,500 36,050 14,420 30% most often used 4,326 2,595 60% loyal
- 27. TOTAL CUSTOMER BENEFITS= 27 What is customer gets? PRODUCT BENEFIT SERVICE BENEFIT PERSONEL BENEFIT Run, walk, skip and play with friends through electrifying adventure and glory colorful race. Explore musical concert Celebrate with friends.. Accessories kits Free water during running time Promotion Discount for early payment or group Coupon Cool, Style and healthy runner MONETARY COST TIME COST ENERGY COST PSYCHOLOGI CAL COST Ticket fees , tránportation , Easy to join Easy to buy Fun, Healthy, Memorable CUSTOMER PERCIEVED VALUE IMAGE BENEFIT 9 7 7 7 5 5 5 4 TOTAL CUSTOMER BENEFITS = 19 What is customer give up ?
- 28. HERZBERG'S THEORY Motivators • Combinationof running and light visual, neon color and music • Fun and enjoyable experience • Neon accessories and be cool runner • Heathy inside, fun outside Dissatisfiers • Audience may get bored with DJ • Organized at rainy day • Too crowded and not secure
- 29. MENTAL MAP Life long memory Feelthe music Be cool Style New Experienc e Fun, happiness and joinful Fun, happiness and joinful Creative idea Friendly energetic, profession al Staffs Coloful with powder and acc
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- 31. FIVE FORCES ANALYSIS Rivalry among existing competitors Threatof new entrance Bargaining powers of buyers Threat of new subsititute: Bargaining powers of supplier Threat of new entrance • Low barriers of new entry • Easy to imitate • Low cost to enter the market Threat of new subsititutes Medium Customer could choose another activities more interesting Bargaining power of buyers: Medium Sponsor have many choices Price is cheaper There are Bargaining power of suppliers: Low Service industry doesnt rely on supplier Rivalry among existing cpmpetitors: Low Few number of competitors
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- 33. BRAND ASSET VALUATORMODEL differentiation relevance esteem knowledge Brand Neon run is leading customers to know and reflects for customer to be success Brand strength
- 34. PERCEPTUAL MAP FamousLess famous HighTrend Low Trend Bar or night club Music Concert
- 35. POSITIONING STATEMENT Neon runis all about young people who constantly seek to experience something new with fun and joyful The first night running in Thailand which is the combination between ruuning, music concert and neon color as our main concept
- 36. POINTS OF DIFFERENCE(POD) FACTORS NEON RUN WATERZONIC Have fun and celebrate with friend family Running Race with 5 stations Run, walk and dance with electrifying music Play with neon powder. Lazer light and body paint Accessories kits: Tshirt, run bag, neon bracelet, powder DJ and Singer on main stage VIP Zone Dance and enjoy music with water
- 37. POINTS OF PARITY Outdoor activity at night with a large amount of people Join event and make this unique night event become remarkable Celebrate and have fun with friends Enjoy and Dance with electrifying music adventure
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- 39. BRAND ESSENCE CELEBRATE WITHYOUR FRIENDS AND FAMILY Be kool runners with Neon accessories and body paint
- 40. BRAND IDENTITY • Funrun • Electric and Glowing night event • Have fun, make memories CORE IDENTITY • Neon glow body paint/powder • Be kool, glory with neon accesories EXTENSON IDENTITY
- 41. BRAND ELEMENT CRITERIA Element Brand name Slogan CharacterLogo URL NEONRUN FUN OUTSIDE, HEALTHY INSIDE www.neonrun.co.th Night run event
- 42. BRAND PERSONALITY CUSTOMER THINKABOUT NEON RUN AMAZING FUN + COLORFUL NIGHT RUN
- 43. REASON TO BELIEVE Fun and happiness running night is filled with live music, light, lasers and neon color Be cool runners with colorful body paint and neon accessories kits Run, walk, skip or dance your way through this electrifying adventure with music carrying you every step Each kilometer will have an highlight activation to motivate and encourage runners keep running toward the concert to finish the run Amazing combination of visual, light effects and quality production turned NEON -The Night Run concert to be the highlight of the event
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- 45. WHO WE AREIN THE MARKET 40% 30% 20% 10% Market Leader Market Challenger Market Follower Market Nicher
- 46. MAIN COMPETITIVE STRATEGY Goals and Objective Create and build up awareness of customer Increase the sales (10,000 runners) and attract more than 10 sponsorships Competitive Status: Follower
- 47. PORTER'S GENERIC STRATEGIES Ourgeneric strategies will be differentiation focus
- 48. MARKETING STATEGY Ourmarket is nicher: 10,000 – 12,000 runners per season/per year With low shares of total market we could offer high value, charge premium price as well as get sponsorship as one part of our value We will be well – known as the most fun night run activities
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- 50. • Internet • Universityin Bangkok • BTS and MRT • Seven and Eleven Store • 2000 baht/ticket • Payment Period (for early purchase) • Discount (for group) • Amazing colorful night run • Cross the finish line full of color • Music festival concert • Celebrate life, friends and music Product Price PlacePromotion MARKETING MIX MODEL • Adverstising • Public relatioship • Direct Sales • Soical Media • Personal Selling • Sponsorship
- 51. FIVE PRODUCT LEVEL CoreBenefit Have fun, relax, enjoyable Basic Product Running race, music stage, shoes and clothes, Expected Product Colorful station, neon powder Augmented Product Colorful body painting Be cool with Neon accessories for free Electrifying adventure music for each station on running race
- 52. PRICE STRATEGY Price Objective: MaximumCurrent Profit Price Method: Perceving Value Method Based on buyer image off our service performance. It is the most approved period of our company BREAK EVEN POINT = 𝐅𝐈𝐗𝐄𝐃 𝐂𝐎𝐒𝐓 𝐏𝐑𝐈𝐂𝐄 − 𝐕𝐀𝐑𝐈𝐎𝐔𝐒 𝐂𝐎𝐒𝐓 = 𝟑,𝟎𝟓𝟎,𝟎𝟎𝟎 𝟐,𝟎𝟎𝟎 −𝟐𝟎𝟎 = 1,695
- 53. PLACE STRATEGY (CHANNELLEVEL) Consumer Marketing Channel Manufacturer CONSUMER • We sell ticket via our online website, office and sales booth • Our event place will be hold in Bangkok area
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- 55. INCOME STATEMENT Revenue Tickets sales(10,000 X2000baht) THB 20,000,000.00 Sponsorship THB 10,000,000.00 THB 30,000,000.00 Cost of goods sold Renting the place of event THB 100,000.00 Security THB 80,000.00 Music and dj THB 100,000.00 Accessories THB 1,000,000.00 T - shirt THB 1,000,000.00 Light and electricity expenses THB 50,000.00 Tax and permition fees THB 20,000.00 THB (2,350,000.00) Gross margin THB 27,650,000.00 Operating expense Research and development THB 200,000.00 Selling and general expenses THB 2,500,000.00 THB (2,700,000.00) Operating income THB 24,950,000.00 Income tax THB 4,990,000.00 Net income THB 19,960,000.00
- 56. The effects Financial Results •Financial Metrics • Profitability Metrics • Productivity Metrics • Cost Metrics The cause Marketing Performance Market Metrics Customer Metrics Competitiveness Metrics Marketing Profitability Metrics Digital Marketing Metrics Marketing Performance Metrics Performance Current Objective Marketing Performance Metrics PERFORMANCE Current Objective Market metrics Product awareness 5 % 20 % Share development index 35 50 Customer metrics Customer satisfaction ( % very satisfied) 25 % 40 % Customer retention ( annual ) 75 % 80 % Competitive metrics Performance advantage index Customer value index Marketing profitability metrics Marketing return on sales return on investment Digital marketing metrics Web site unique visits ( monthly ) Requests for information ( percent ) MARKETING METRICS
Editor's Notes
- #3 Introduction Vision Mission Objective SWOT Analysis Opportunity Matrix Marketing Segmentation Target segmentation Positioning Statement Positioning Map Mental Map Brand Element Point of Difference Point of Parity Brand Asset Valuator Five Force Model Strategy
- #4 A great day of sponsors and partners for awareness through those activities at there branding booths.
- #5 Each kilometer will have an highlight activation to motivate and encourage runners keep running toward the concert to finish the run.
- #10 This running activities will transport the participant into different wonderlands with many themes of colorful lights and music styles, promising to transport your mind, body and soul to a new world in a healthy way
- #12 Have more than 10,000 participants dating over with people across Thailand to become member of our Night Run
- #13 Our value preposition is the “we are fun run night event that “colorful outside and healthy inside” based on life long memory value that we claimed to deliver to our customers.
- #14 Threat Matrix Low Probability of Occurrence / High Seriousness = High competition among competitors High Probability of Occurrence / Low Seriousness = Increasing in labor wages leads to higher cost Low Probability of Occurrence / Low Seriousness = Political situation in Thailand still unstable
- #15 Opportunities: First mover benefits, new idea of running in conjucntion wtih music at night Getting government support and subsedize Get morre revenue from sponsorship due to healthy activities Potential demand as new experience with reasonable price Many expats living in Bangkok who seek for outdoor activities Consumption on entertainment in Bangkok (Gen Y) increase Threat Competitors could imitate later on Fail to make contracts with our event sponserships Bad political situation Secure and safe “terrorist attack” Strength Corporate governance Good ability in adapting new ideas Good understand of customer perceived value Weakness Our company is new with low brand awareness. Because different culture and nationalities of out target Customer the will not perceive value equally some will be satisfied and some will not be Not easy to associate with partners Lack of experience in operation
- #18 There are more than 5.7 Millions people living in Bangkok and also 720,300 foreigner are living in Bangkok for studying and working purpose.Base on the statistic we find by ourselves, 31.7% Thai people from 15-35 years old and educated may have sufficicent income and interest in our event.
- #19 5.7 M * 31.7 % * 29 % + 720,000 * 30 % = 740,000 person
- #20 In amount of number in available market. We have 40% of them who have ...income, interest in night life activities and qualified to our event. After our findings, we could conclude that there are 160,250 people in our available market.
- #23 Geographic Bangkok Area Demographic Age: 15 – 35 years old (Young adultsa & Adults) Gender: All genders Maritual status: Single or marriaged Generation: Young Generation (Gen Y) Education: Educated people Income: 20,000 baht up Occupation: Students, Officers... All race and nationality Behavioral Segmentation = We distinguish customers according to the occasion and benefit. The customers attend our event in normal occasion and use them for their own recreation
- #24 For the target market segment, we divide segment into 4 catagories which are from middle class and upper that are our segmentation for buying our ticket. People in upper lowers and lower lowers classes cannot afford to buy our service, And people from 19 – 20 are students under financial controlment of their parents but their parent from middle class to lower upper class . People whose ages from 20 to 24 years old has income from
- #25 With the psycholographic segmentation, we use Vals system framework. Our consumers are inspired by Self – Expression Motivation. They desire social and physical activities and variety which is matched with our running event Base on the system, our consumers are in high resources and high innovation group and belong to experiencers group. They are young and willing to try new experience and alsp seek variety and excitement which Neon run could bring to our consumer.
- #26 Base on valuation, we select 2 segments to target Single Segment concentration: Due to a small number of consumers in our segmentation. we select single segment concncetrate. Because, our business focus on unique event which is night run event. By focus on single segment concentration: we could gain knowledge of the customer’s need and achieve strong market presence as well as earn high return on investment.
- #29 Motivator Factors : Fun and enjoyable experience which created remarkable memories. Neon accessories and be cool runner Combination of running and light visual, neon color and music which made customers exciting. Dissatisfiers Organized at rainy day No famous singer
- #30 Mental map is the perception when the customer use our service.
- #32 Threat of new entrance: high Low barriers of new entry Easy to imitate Low cost to enter the market Bargaining powers of supplier: low Service industry doesnt rely on supplier Bargaining powers of buyers: High There are 2 types of buyers: Medium First: Sponsors: There are many choices for them Second: Runner. Even our price is lower than competitors but they have many subsititute Threat of new subsititute: Medium -Customer could easy to choose activities Rivalry among existing competitors: Low Number of competitors is not much Quality difference is high
- #33 Energized differentiation : measures the degree to which a brand is seen a diffirence from others and its perceived momentum and leadership. Relevance : measures appropriateness and breadth of a brand’s appeal. Esteem : measures perceptions of quality and loyalty, or how well the brand is regarded and respected. Knowledge : measures how aware and familiar consumers are with the brand. . Ours in niche market , differentiated and appropriate for people healthy and entertainment activity, but known to only a relatively small audience , consumers are expressing curiosity and interest.
- #34 Differentiation : comfortable price , high margin no investment , using Thai currency , online payment system Relevance : niche market, attraction on media for customers with run and plays , colorful under by music Esteem : niche market , follower by competitor, Knowledge : customer experiences with relative from other events , Neon run entertainment is niche market to enter in Thailand, there are many similar entertainment like Neo run but neo run entertainment is more enjoyable under music , plays , run and colorful at night in the same time .
- #36 Our target group: young who constantly seek to experience happiness and joyful Our brand: Neon Run Our concept: the first night run in Thailand Our PODs: combination between running and music concert in conjunction with neon color
- #37 In comparison with our competitors as waterzonic. That is also the interting night event for young generation in Thailand
- #40 Be kool run with Neon accessories and body paint
- #41 is more about having fun and making memories, and simply blowing your mind! This event is less about speed and more about enjoying a night of illuminating lights and neon glow body paint/powder under UV black lights with your friends and family.
- #43 Brand Personality is the perception of customer about NEON RUN. When customer think about NOEN run, they also relate our event with perception of the exciting night run event with full of electrifying adventure with music and glow color.
- #48 Our generic strategies will be differentiation focus. We will a unique product or service to a segment of the market. We focus on the group of people who want to join in outdoor activities with something is creative and interesting.
- #50 Because we are new service in Thailand market. Therefore, our service in the introduction time of the product life cycle and our business just starts to get sales and profits.
- #51 Run, walk, skip or dance your way through this electrifying adventure with music carrying you every step. Run, Walk, Skip or Dance through this color and musical adventure, transforming you through light and sound from each stage to the next. Cross the finish line and explode into the epic night
- #53 Our objective of price is maximum current profit because it is not high consumption product. Indeed, It idd difficult to set low price to increase our marketet share. Indeed, we want that the price will maximize the current profit, cash flow and return on investment. Price method: Perceiving Value Method Based on buyer image off our service performance. It is the most approved period of our company We will set at high price high quality. And we will reserve big margin in order to make promotion to gain market share. .
- #57 Marketing metrics The set of measurements that helps them quantify , compare , and interpret their marketing performance . MẢKET DEVELOPMENT INDEX :this is a ratio of market demand to market potential, 35 means that only 35 percent of market’s potential has been developed. Customer retention : how loyal customers are , opportunity to grow