Organisational Communications and Disseminations Strategy
Global brand communication SANCTUARY
1. 1
The Global Brand Initiative Project of “SANCTUARY”
The International Retirement Homes with World Class Services
Group Members:
Bancha Jenpiyapong 7570300942
Supatta Permpoonchokekana 7570300983
Yu Long (Oscar) 7570301056
Chen Wanxing (Iris) 7570301031
Liu Zhige 7570301122
Aishath Nuwana Waleed 7570301221
Ai Jie (Zoe) 7570301130
Tejasvi Vasudevan 7570300777
ICA 626: Global Brand Communication
Master of Global Communication, Bangkok University
Instructors: Raymond Han and Oliver Kittipong Veerataecha
23 April 2015
Consolidated by Bancha Jenpiyapong
& Chen Wanxing
2. 2
Table of Contents
Contents Pages
Executive Summary............................................................................................................................3
Project Phase 1
Global Business Brand Initiative....................................................................................................... 4
Philosophy and History of SANCTUARY..........................................................................................5-6
Business Concept............................................................................................................................... 7
Business Plans.................................................................................................................................... 8
SANCTUARY Academy and Visa Issues.......................................................................................... 9
Global Business Branding.................................................................................................................10-11
Action Points.................................................................................................................................... 12-13
Project Phase 2
Analysis on Competitors and Potential Customers...........................................................................14-17
Integrated Marketing Communication (IMC).................................................................................18-20
SWOT Analysis.................................................................................................................................. 21
Communication Strategy.................................................................................................................. 22-27
Pricing Strategy................................................................................................................................ 28-29
Brand Health Check......................................................................................................................... 30-31
Project Phase 3
Ideal Business Plan focusing on the Thailand Market Launch........................................................ 32-34
Appendix........................................................................................................................................... 35
References…………………………………………………………………………………………..36
3. 3
Executive Summary
Where would you want to live when you grow old and retire from your work? SANCTUARY aims to
be the place for full-time assisted living residents, offering medically-skilled care services in a
respectful, self-sustaining community, and offering skilled nursing care for both short-term and long
term residents.
Our first retirement home is located in central Bangkok, Thailand which is convenient for travelling
around. We are here to make sure that you live it all up in style. We have created a heaven on earth for
you with our beautiful, newly and modern-Thai decoration.
We target the high-end market, Thais and other nationalities, and primarily to ages above 50-80 years.
In our first five years, we will establish a new kind of Elder Care model based on the idea that the
elderly are fully-realized persons, with ideas, thoughts, and experiences which matter.
Initiated by Aishath Nuwana Waleed
Edited by Bancha Jenpiyapong
4. 4
Phase 1:
Global Business Brand Initiative
1. Business name: SANCTUARY
2. Type of business: Global Brand Retirement Home Services
3. Units: 80-150 units per property
4. Planning Packages: Short term and Long term stays
5. Headquarter: Bangkok, Thailand
6. Period of Launch: 2017-2034
7. Target customers: High-end markets Thais and Multi-nationalities
High salary income people
(A minimum of ฿2,000,000 per year or can be less)
Business owners/Retired citizens
Aged between 50-80 years old (can be younger or older)
8. Capital Registered: ฿200 million baht
9. Locations and Period of Launching Services :
Thailand: Bangkok in 2017 followed by Chiangmai in 2018, Phuket in 2019, Huahin in 2020
Laos: LuangPrabang in 2021
Vietnam: Hui in 2022
China: Guilin in 2023
Indonesia: Bali in 2024 and Bintan in 2025
India: Pune in 2026
the Philippines: Cebu in 2027
South Korea: Jeju in 2028
Japan: Hokkaido in 2029
Australia: Gold Coast in 2030
Switzerland: Zurich in 2031
the United States of America: Florida in 2032
Canada: Ontario in 2033
Brazil: São Paulo in 2034 Initiated by Bancha Jenpiyapong
5. 5
Philosophy and History of SANCTUARY
A retirement home is where senior citizens enjoy their lives by themselves or with their companions.
They can make friends there, share their life stories with new friends, and relax at ease. They can also
enjoy the medical service, professional health care, exquisite environment and regular life guarantee.
When people grow old as the time goes by, they inevitably retire from the full time job. Some of them
may feel lonelier than before. Their children are busy with their own lives; so many senior citizens
yearn to find a place where they can spend their remaining years in comfort, making retirement home
a necessity.
There are four types of people who might choose to live in a retirement home: 1. those people who are
lonely because their children are busy; 2. those people who don’t have ability to take care of
themselves; 3. those people who have a family conflict and then they want to stay away from home; 4.
those people who want to look for a new place to perfect and enrich their retired life.
In a retirement home, people can find medical conditions and all kinds of facilities which make their
retirement life better such as advanced medical facilities, day-care and nursing services, meditation
lessons, spa treatments, massages, praying rooms, gardens, swimming pool, gym and etc. These
activities, facilities and services can help the residents keep healthy and maintain a good living
standard.
The friendly and relaxing environment, of course, is another essential condition for a wonderful
retirement home. Not only the natural environment is surrounded by fresh air, beautiful mountains,
seaside, garden or fine view, but also the pleasant environment in the retirement home community
such as traditional architectural styles, fantastic decorations, fabulous ambiance, relaxing spa music,
and nice fragrance. The comfort and services of our SANCTUARY is sure to delight our residents.
Our residents will be able to immerse in SANCTUARY services and bathe in a sensuous experience
that include our spa music while receiving massages and other spa treatments from world class
masseuses, our specially created scent permeating in the air while indulging themselves in the beauty
of our unique architecture decorations. Their taste buds will be titillated by our signature food and
beverages (SANCTUARY will operate our signature restaurants at every SANCTUARY properties).
With this inspiration, SANCTUARY aspires to become a well-known global brand devoted to
rejuvenate our customers with sincere services and a pleasant environment. The brand SANCTUARY
will start our first services in Thailand in 2017 with a view of expanding our SANCTUARY services
6. 6
in other 13 countries across the world.
It is our wish to make our simple retirement home into a first class retirement home with unique and
sophisticated services to please our residents and enrich their life up a notch. Visiting family and
friends of our residents are always welcome. We offer our sincere hospitality to non-resident guests
through various activities and interests with an oriented experience such as flourishing tea art, Tai Ji,
and local as well as traditional dancing. The residents will enjoy their life after retirement with us at
SANCTUARY retirement homes.
What’s more? SANCTUARY will be ready to set up an Exchange Resident Program for our long-term
customers who wish for a change of scenery now and then. We provide an opportunity to let our loyal
customers experience our services in another country. For example, we will organize the loyal
customers in Thailand exchange to India, and the customers in India will go to Thailand. Customers
only need to pay a little while our company will bear the majority cost. This program aims to maintain
and reward our loyal customers, attract more potential customers.
SANCTUARY hopes to become the second home for retired people. SANCTUARY believes that it is
a good decision for those who choose our retirement home. Our customers will be satisfied with our
five star services. Staying at SANCTUARY is like living in a haven with a better lifestyle. They will
feel like living in the dreamland where the paradise on earth existing. Managing the SANCTUARY to
the utmost satisfaction of our customers is our foremost concern. Our professional staff will provide
their best services with thoughtful kindness to our residents.
SANCTUARY will offer all residents a warm and homey living.
Initiated by Bancha Jenpiyapong, Chen Wanxing and Liu Zhige
Edited by Aishath Nuwana Waleed
7. 7
Business Concept
SANCTUARY, a perfect international Thai brand, will launch our first 5-star retirement home services
in 2017, Bangkok Thailand. We will expand our business to other retirement holiday destinations in
Thailand, including Chiangmai in 2018, Phuket in 2019, and Huahin in 2020. By 2034,
SANCTUARY will have been operating our international retirement homes in other 13 countries
across the world.
Most of our retirement homes are situated in a beautiful, pleasant and relaxing ambiance such as by
the sea or mountainside, except a few homes like the Bangkok property which will serve as a city
retirement home for city lovers. We believe that our thoughtful destination choices will be a fantastic
living place to the retired people.
SANCTUARY will provide our world class retirement home services to the customers who are locals
and foreigners. These people are planning to stay at a relaxing and exotic place which can provide
unique medical care and nursing care plus other 5-star services for both short and long term stay.
Our professional staff at SANCTUARY comes from different professional backgrounds such as
hospitality and medical care industries. Our liaisons, attendants, therapists, nurses and doctors are
fluent in many languages. They can speak Thai, English, French, Chinese, Japanese, Korean and etc.
They will happily help our customers in daily living care, medical care or nursing services. In addition,
they will help the customers to use our services and facilities available such as personal assistance,
fine cafeterias serving, local and international food and beverages, gym services, swimming pools, spa
treatments and massages, praying and meditation rooms, etc.
At SANCTURAY, we care for our customers’ well-being and health. Every room is connected to the
healthcare center. Just press an emergency button in your room, our medical officer will deliver his or
her service at your door. We also assure that all equipment and materials which to be used at
SANCTUARY are safe, well designed to the elderly or disable people.
Initiated by Bancha Jenpiyapong
Edited by Aishath Nuwana Waleed
8. 8
Business Plans
Besides Thailand, by 2034, we will go further to the international and global stage to provide our
retirement home services in other 13 countries across the world.
SANCTUARY retirement homes will operate our overseas services in Laos LuangPrabang in 2021;
Vietnam Hui in 2022; China Guilin in 2023; Indonesia Bali in 2024 and Bintan in 2025; India Pune in
2026; the Philippines Cebu in 2027; South Korea Jeju in 2028; Japan Hokkaido in 2029; Australia
Gold Coast in 2030; Switzerland in 2031; the United States of America Florida in 2032; Canada
Ontario in 2033 and Brazil São Paulo in 2034.
In order to manage our brand “SANCTUARY,” we will create our unique ambiance, atmosphere,
scent, staff uniforms, and services as well as the interior design. These characteristics can make our
customers feel the same upon their visit at any of our properties globally through their sensation.
However, those components of ambiance, atmosphere and interior design will be friendly and blended
into the local communities’ environment perfectly as we aim our brand to be responsible to society
(Corporate Social Responsibility).
Initiated by Bancha Jenpiyapong
Edited by Aishath Nuwana Waleed
9. 9
SANCTUARY Academy
To standardize our international retirement homes services, SANCTUARY will operate our academy
based in Thailand to train our staff. The objective is to help and empower the staff at our
SANCTUARY in providing a unique world class service to customers. SANCTUARY will present a
certificate to our staff that has completed their training before they start their profession at any
SANCTUARY property. This certification will be accredited by SANCTUARY and the local health
ministry that the properties are operated.
Visa Issues
It is challenging to manage visa matters as living abroad which include holiday visas, business visas,
and retirement visas. In different countries, there will be different rules and regulation for visa
applications and granting. It is a matter for our legal department. We will take good care of this
difficult matter in a hassle free manner. Our customers will be kept abreast of their visa status via
email and in person. You will also find professional counselors at sales offices who are ever ready to
help our potential customers with the information and technical help in obtaining visa required for
long term stay at their preferred destination at SANCTUARY.
Initiated by Bancha Jenpiyapong
Edited by Aishath Nuwana Waleed
10. 10
Global Business Branding
To launch our brand internationally, our brand under “SANCTUARY” will serve as both the
international and local brand name. There will be translated into local languages if required. However,
prior to expanding our business in any foreign country, we will conduct a survey with local people on
the name “SANCTUARY” if this term is a taboo in their local languages.
Also, we will conduct the survey or interview study with the local people to find out their opinion on a
retirement home. We want to know what they think about this business and how to change their
attitudes toward a retirement home as people in Asian countries still think the elderly should stay with
their family (sons or daughters) rather than staying alone or at a retirement home.
It is normal, however, in westernized countries that the elderly will stay in a retirement home after
retirement. SANCTUARY will conduct a research study and develop our strategic sales and marketing
plan to change Asian people’s mind that everyone can stay in a retirement home happily.
To establish our global brand, we will hire a global PR and advertising agency to work with us on
designing and launching the brand both in Thailand, regional and the global stage. We will have the
pre and post launch for SANCTUARY retirement homes.
Channels of advertising and promoting the SANCTUARY retirement homes include traditional media
such as TV commercials, advertising in medical, tourism, travelling, and high end magazines and
newspapers, broadcasting in radios, sponsorship for events. We will also organize a roadshow, open
booths at trade fairs and MICE across the country, regional and global levels. Brochures and leaflets
will also be produced for dissemination in multi foreign languages.
For social media, we will promote and launch our services on our own website and Facebook, twitter
and YouTube. Also we will produce the video presentation to launch and introduce our brand and
services published on our website and social media.
In addition, we will come up with PR plans to launch and establish our brand. Our marketing
communication team will create a press or news release to introduce the brand SANCTUARY and its
services which states our vision and mission on planning to develop our brand to the global level. The
news releases will be translated into foreign languages and disseminated to local, regional and global
media via multi PR agencies.
To build on and develop the capacity of our brand to get stronger, we will also establish overseas sale
11. 11
and marketing offices in Asian, European, Australian and North and South American countries. In
addition, we will work with international media and tourism authorities to promote our brand and
services.
Another channel to promote our brand is sales through travel agencies by making our service
packages available for the target customers who are looking or planning to travel after retirement.
And to measure and evaluate our global brand promotion and launching projects, media circulation,
numbers of visitors via website and social media, number of booking via our roadshows can be used
besides the sale revenues as key performance indicators (KPI).
Initiated by Bancha Jenpiyapong
Edited by Aishath Nuwana Waleed
12. 12
Action Points
● To register the business and capital
● To register the service mark “SM” under SANCTUARY
● To assign boards and executive committees
● To budget and estimate the costs for the global project operation and management
● To raise funds from global and national leading banks
● To set a timeline for the branding project launch
● To budget for the global branding planning for 2015-2033
● To conduct a quality research study on legal issues such as labor, business, investment, and
environments laws of the countries SANCTUARY choose to penetrate into.
● To conduct a quality research study on local culture, values, believes and society of the
countries where SANCTUARY operates in, for further business expansion and branding
planning
● To conduct a survey or interview the local people about the brand name “SANCTUARY”,
whether it has a specific meaning at the targeted countries or not. If it is necessary, we can
add a local nick name for our brand which under the precondition of maintaining our
international name SANCTUARY
● To check if there is any brand under “SANCTUARY” in the countries that we will operate the
business
● To conduct a survey or interview with local people at the different targeted countries on their
opinion and values about what they think about a retirement home and what they think about
staying a retirement home.
● To work on designing the logo and identity of the brand with PR and Advertising agencies
● To do research on the visa issues at different countries
● In branding areas, need to recruit and establish the team including Executive Committees,
Director of Sales and Marketing, Global Brand Director, Regional Brand Director, and Brand
Director, Global Marketing Communication Director, Regional Marketing Communication
Director and Marketing Communication Director and their team
● To sign a contract and work with global, regional and local PR and Advertising Agencies
● To create the global, regional and local communication, brand and identity strategy and a
manual. Disseminate these to the team as references for execution.
● To study the property laws in each country that we will operate SANCTUARY
13. 13
● To create the product package for a short term stay and a long term stay
● To develop international, regional and local marketing plans to launch the brand and properties
● To conduct the SWOT analysis
● To conduct the pricing analysis
● To develop the IMC (international marketing communication) plan
● To develop the ideal business plan
● To conduct the brand health check
Initiated by Bancha Jenpiyapong
14. 14
Phase 2:
Analysis on Competitors and Potential Customers
Competitors in Thailand only
Basically, retirement homes in Thailand can be divided into two different types. Most of retirement
homes choose to set up agency in the scenic spots such as Pattaya, Chiang Mai, and Ko Samui etc.
The others concentrated in Bangkok central areas, which most of them were established by the charity
organizations.
The retirement home in Bangkok
The charity retirement homes are established for the poor, lonely senior citizens, who did not have
children or cannot afford their life. These retirement homes are mostly in central Bangkok. The
environment in Bangkok cannot be compared with the retirement homes in the scenic spots, but it is
convenient for those people to sponsor. The facilities of the retirement homes in Bangkok are very
simple and basic. Most of their staff is volunteers.
The retirement homes in Phuket, Pattaya, Ko Samui etc.
The retirement homes located in these places will grasp the characteristics of islands or seaside to
attract their target and potential consumers. The retired people come here for a fantastic environment,
sunshine, beach, and sea. It is the heaven to those people who love the sunshine, take a ship to islands,
or love a hot summer etc. The islands and seaside of Thailand will be the best choice for them.
The retirement homes in Chiang Mai
Chiang Mai is another kind of scenic spot. The retirement homes in this capital northern city of
Thailand introduce Chiang Mai as it is all about fresh air, beautiful mountains, humanities, quiet
ambiance, pleasant climate, the historical city of Lanna culture and very simple lifestyles. Some
people just don’t like the noisy environment and they want to keep inner peace, so Chiang Mai is a
good place with green mountains and clear water that they can stay close to the nature.
In depth discussions and analysis on competitors in Thailand
In general, retirement homes no matter they are in Phuket, Pattaya, Ko Samui and Chiang Mai, they
are in common in some aspects. All of them have strengths and weaknesses. They all have specialists’
medication care, nutrition food providing, all kinds of facilities, indoor and outdoor activities etc. The
15. 15
pictures they show are very attractive. There is one retirement home named Absolute Living Thailand
which its core value sounds quite good. They focus on 5H’s including hospitality, humanity, happiness,
healthy and honest. That reminds us that our SANCTUARY can also establish our own core value.
The weaknesses of our competitors are they are very local instead of being Glocal. Only few of them
can provide high level caring services or different kinds of activities. The information they show on
the internet is not inadequate. Most is just the basic information and feature some beautiful
representative pictures. Consumers cannot have a comprehensive understanding about the retirement
homes.
These retirement homes in Thailand said they are not as expensive as western countries are. In
western countries, you may need to pay at least 12 thousand baht per month, but it costs only 8-9
thousand baht in Thailand to live in a retirement home. What’s more is that retirement homes in
Thailand offer better services.
The strengths from our competitors can also be our strength; we are supposed to be better than they
are. We can build up our strength and combine it with our competitors For example, we plan to build a
world class retirement home, luxury services and the best environmental. We can also cooperate with
the charity organizations. For example, we will support those retirement homes in Bangkok to rebuild
their home, improve their facilities, and provide professional mediation periodicity.
Competitors in the Global Level
To help the senior citizens spend their time with pleasure, most of countries are actively started a
retirement home. This industry in different countries has different characteristics. Compare with the
diversities, find out the superiority, and hope can help to enrich our brand SANCTUARY.
Retirement homes in the United States of America
The biggest advantage of retirement homes in America is their consumer experience. Retirement
homes in American are well known because the staffs are responsible for taking care of the elderly.
And, it is worth to mention that the retirement homes there is as good as a real home. That’s an
attractive element to their potential consumers and a good selling point to the retirement homes.
According to there are different consumers and retirement homes. Retirement homes in the US are
divided into several types. Such as, there are auxiliary nursing retirement homes, daily care retirement
homes, and nonprofits retirement homes. Taking the auxiliary nursing as an example, this type of
16. 16
retirement home usually provides the private room, entertainment facilities and private medical cares.
The senior citizens can get physical exercise, play musical instruments and do something they are
interested in.
The development of retirement homes in American is mature; they provide a variety of programs and
diversified services to their consumers to choose. However, their price is very high so that only a few
consumers can afford it. Different factors cause retirement home in America is such expensive. For
example, over these years, the US government decreased the financial support to the retirement home,
so that the consumers need to pay more by themselves. In general, we think that we can learn the
strengths from the US, and take advantages of their good management and services for enhancing our
brand.
Retirement Homes in the UK
In the United Kingdom, choosing a retirement home which means the elders need to spend a large
amount of money. What’s more, because there are not enough retirement homes in UK, and still a lot
more retired people want to get into a retirement home, the beds of retirement home are lacking. So,
the retirement homes in The British is not our powerful competitors
Retirement Homes in Australian
The conditions or circumstances of a retirement home in Australia are similar to the US. There are
different kinds of retirement homes can be chosen, senior people could choose a retirement home
according to their real situation, such as the healthy and relatively young senior citizens can choose
the low-level care retirement homes and the elder or with health issues’ senior citizens can book the
high-level care retirement home. If the consumers are the first situation above, they can also
considerate to move to the village with their peers. The retirement homes will also organize activities
regularly to help the villagers to enjoy their life.
In short, we can say that the success of retirement homes in Australia is that they focus on the specific
situation of their consumers. Understand the consumer insight, what they want and what they need.
That’s the point that our brand should learn from Australia.
Retirement Homes in Germany
In Germany, it is similar to the American and Australian services and systems. People choose which
kind of retirement homes they prefer according to their specific situations. However, the difference
17. 17
is that the insurance company in Germany will share all the charged costs with the consumers instead
of the consumers pay all the bill by themselves. Though the insurance company would like to bear
partial cost, the price of retirement homes in Germany is still too high to live in.
In the light of the situation in Germany, if the conditions permit, we can properly find some insurance
company as our investors to support partial payment for our consumers. If we cannot do that, we can
control our price, and let more people can get into our retirement homes.
Retirement Homes in Canada
According to the present situation of the retirement homes industry in Canada, we can easily find out
that senior citizens need newer types of special living houses. For instance, Retirement Condo, a
retirement home in Canada which is famous for its good unique characters. Such as convenience,
privacy and affordability, stress relief, happiness, and so on. The Retirement Condo has a lot of fans,
and it also attracts more and more attention from their existing as well as the potential customers.
In addition, Retirement Condo provides general care services. The staffs there are both friendly and
well-trained. In particular, Retirement Condo came up with a concept that creating a home experience,
which means the elderly in retirement homes feel like staying at home. They are out of the loneliness,
get the necessary care and love. In order to bring such success, they create the interior design by
making it like a home, providing meals like homemade and even arranging a happy day for the
residents to meet their family and friends. Their motto is that the elderly have enough freedom and
independence every day, just like at their home.
By understanding the situation of other countries, we can see more clearly the background and the
future of this business. Meanwhile, it is beneficial for SANCTUARY to go to the world and be
international.
Initiated by Chen Wanxing and Liu Zhige
Edited by Bancha Jenpiyapong
18. 18
Integrated Marketing Communications (IMC)
Integrated Marketing Communications (IMC) represents the promotion dimension of the four Ps
(price, product, promotion, and place) which encompasses various communication media to provide
clarity, consistency, and maximum impact.
According to the modern marketing situation, Communication Types that are combined as an
integrated promotional program include: general advertising, personal selling, sales promotion, public
relation, direct marketing and electronic media. Before to executive IMC program, what we should
know the elements in any Integrated Marketing Communications Strategy are: the consumer, channels
through which the message is communicated and evaluation of the results of the communication. Thus,
according to IMC methods for SANCTUARY are the following points:
General Advertising
Advertising is the most visible IMC component which is a paid form of communication from an
identifiable source that can deliver through a communication channel in order to design to persuade
the target audience to take some action now or in the future which is extremely effective for creating
awareness of a product and generating interest.
For SANCTUARY, it is the extraordinary way to executive IMC program through advertisement
board, TV, radio and social networks both in the local, regional and global level.
Personal Selling
Personal Selling is a two way flow of communication between customers and sellers designed to
influence the customer's purchase decision making through face to face, video teleconferencing,
phone and internet which represents an important component of many IMC programs especially
B2B. Even it is more costly but sales people simplify the buying process by providing information and
services that save customers time and effort so that it is the best and most efficient way to sell certain
products/services.
For SANCTUARY, it would be the efficient way to use internal employees to do the publicity, or hire
external selling agencies. Most importantly, Marketing and Sales Department will be established.
SANCTUARY will have the sales and marketing offices in the country base, regional and global cells.
19. 19
Sales Promotion
Sales Promotions is a special incentive or excitement building programs that encourage the purchase
of a product or service including coupons, rebates, contests, free samples, point of purchase displays
which are typically designed to be used in conjunction with other promotion programs. However, they
are often designed to build short term sales. Sometimes it can also be part of a long term program.
For SANCTUARY, it should be a short time program because the position of SANCTUARY is high
end. But it is an efficient way to attract consumers' attention. Thus, SANCTUARY could get more
attention. Having road shows to sell our product and services as well as to introduce our brand at trade
or tourism fairs and MICE events or having exotic business trips to visit travel agencies, hospitals, or
retirement homes in the countries, regions and across the globe can be a channel for sales promotion.
Public Relations
Public Relations is a function that manages the firm's communication to achieve a variety of objective
including building and maintaining a positive image, heading off unfavorable stories, and maintaining
a positive relationship with the media because consumers view PR media coverage as more credible
and objective than other aspects of IMC because the firm doesn't "buy" the space or time in media.
For SANCTUARY, it should build a positive image like warm-hearted, kindly, friendly, and
professional and so on in a PR way. In the later time, maybe it should use PR way to reconstruct its
image. To launch the brand and product as well as services of SANCTUARY, our local Public
Relations Department can do PR strategic plans alone or with local PR agencies by following the
global brand guideline of SANCTUARY. At the same time, the Regional and Global PR Director will
work together on the PR plans in the regional and global level. They can also hire PR agencies for the
regional and global levels aligned with the Marketing Communication or PR guideline of the
company.
Direct Marketing
Direct Marketing is a sale and promotional technique that deliver promotional materials individually
to potential customers which include phones, mail, infomercials, catalogues, internet, email and
podcasts.
For SANCTUARY, it can buy information from communication companies, hospitals, and so many
other corporate who relates to its targets, then deliver information to them. This will focus on the
20. 20
country level that property of SANCTUARY is operated.
Electronic Media
Electronic media is a new famous trend nowadays. It usually includes corporate website, blogs, online
games, online magazines, services as well as products, promotion, contact details and text messaging.
For SANCTUARY, we may be able to use this way to deliver information to our targets' next
generation to find our potential customers. SANCTUARY will have our own electronic media that
will provide multi-languages such as English, Thai, Korean, Japan, Chinese and etc. targeting our
potential customers and depending on where our property is operated.
Initiated by Yu Long (Oscar)
Edited by Bancha Jenpiyapong
21. 21
SWOT ANALYSIS
SO means strengths – opportunity strategy which uses strengths to take advantage of opportunities
WO: overcome weaknesses by taking advantage of opportunities
ST: use strengths to avoid threats
WS: Minimize weaknesses and avoid threats
Initiated by Chen Wanxing
Edited by Bancha Jenpiyapong
Internal Capabilities
External Capabilities
Strengths
The first 5 star retirement home in
Thailand
The first global retirement home in the
world
First class doctors and stuffs
High standard facilities
Distinctive Thai traditional services
Comfortable living environment
A selection of locations for the consumers
to consider
Good values for money
World class (5-start) management systems
Weaknesses
Limited business budgets and
investments for the overseas
expanding
New brand (not well known yet)
A shortage of professional staff
The charge is higher than the other
retirement home in Thailand
A short of consumer consciousness
and advertising
Opportunities SO WO
Lack of systematic managing retirement
home in the world
The fee of the foreign retirement home is
too high, but targeted customers can afford
it.
More and more aging people choose Asia
as a retirement destination.
People want something new even the
retirement home
Create a distinctive, and characteristic
global brand
Build up a website for SANCTUARY in
details to attract more foreign consumers
Advertising our brand characteristic and
differences to the public
Use the environmental condition and high
standard services to maintain our
consumers.
To be global but act local to draw more
local investor’s attention to our brand.
A good employee benefits can attract
professional stuffs to work for us.
Use the local people as the basic
employees.
We need to let the consumers know
that high fee means higher service and
living standard, we can launch some
promotions and provide a discount or
coupon to our loyal consumers.
Threats ST WT
The local investor may require the
company to do changeable to meet their
needs.
Culture shock.
The local people don’t accept it.
Copycat appearance
Changes in exchange rate and foreign
trade policy.
Hire local consultants to reduce the
culture shock.
We have good human resources, services,
environment, and we are willing to
change a little bit for meeting the needs of
local market.
In some degree, adjust the management
mode and make local people accept us
Adopt flexible executive tactics
without changing the brand identity.
Find a balance for globalization and
localization.
Cannot reduce the quality of
services.
22. 22
Communication Strategy
This is an a marketing communication strategy designed for SANCTUARY, a soon to be opened
retirement homes aspiring to become the home away from home for the elderly and others in need of
assistance to carry out their daily life. The company hopes to launch their first operation in a location
in Thailand soon.
The manners of the campaign:
- To create the brand and deliver the brand message (direct approach)
- More awareness about the need for a retirement home (indirect approach)
- Internal communication (This is within the purview of the Human Resources Department)
The main marketing communication strategy is:
- Create an influential brand based on research
- Communicate the brand - Deliver the messages effectively
- Show in the most positive light how the SANCTUARY is ready to satisfy anticipating residents
- Encourage feedback and evaluate
The brand name SANCTUARY itself is carefully chosen to spell out clearly what the business is
about and to skew potential customer anticipation in a positive direction. The communication team
will employ various Medias for different purposes. We prefer a broad presence on internet over
traditional media. Our website will be a one stop portal for anyone seeking to move in, the staff and
the residents alike.
Current status
SANCTUARY is seeking to open its first outlet in Thailand soon. The country already has a number
of such outlets catering more or less the same target group. What set SANCTUARY apart from the
existing business perhaps would be our target market; high earners and also foreigners? Some of the
competitor properties are bit run down and holds no real competition to our lofty properties that are
coming up.
1. Customers
A research conducted by our team in April 2015 has identified some elements regarding our customer
23. 23
base, their behavior and their decision making process. The key elements regarding the target
audience are:
- Aging population is on rise both in Thailand and in most other countries
- Due to housing costs and other demographic factors people prefer households as nuclear families
over extended families.
- The needs of potential customers vary. The only answer to this will be customized packages
- Main reason for living in a retirement home is assisted living
- The decision to move in to a retirement home is normally a family decision. Only in less than 27%
of the cases the customer makes the decision on their own
- The customer is searching for places that has easier access, not out of the way places.
- Media based advertisements have a little influence. People prefer familiarity and word of mouth.
-Customers expect safety, continued communication with the family, professional service, and value
for money.
2. Conduct of Affairs
The initial success upon launching plays a pivotal role in establishing a company. The launching must
be handled dexterously. To ensure this the company and all the staff must be:
- Passionate about service
- Prepared to talk to potential customers at all times
- The communication must be well oiled. The computer system must be thoroughly checked for bugs,
and enough copies of leaflets and brochures printed out.
A gala night for launching will be held. Invitees should include senior celebrities, respected politicians,
and any other influential personalities within the elderly population. Fireworks and a music show must
be included to make the event grand. This event will be featured in most upscale celebrated
international and local magazines such as Vogue, The Good House Keeping, Cosmopolitan, and other
lifestyle and property magazines of high caliber.
24. 24
Strategy
Strategy includes the policies, the plan of action, the schedule based on the objectives. After research
the communication objectives for the SANCTUARY are identified as:
a). Create an influential brand based on research
b). Communicate the brand - Deliver the messages effectively
c). Show in the most positive light how the SANCTUARY is ready to satisfy anticipating residents
d). Encourage feedback and evaluate
1. Target Market
We consider every senior citizen within the bracket of earning specified in our company profile in
Thailand or anywhere else in the world as a potential customer. Every person who contacts
SANCTUARY to seek information regardless of whether they have the motive to move in will be
treated like our own customer. Any information regarding prices and services will be readily and
happily given to all.
The target audience for our purpose can be defined as:
"Every high earning senior citizen comes from any part of the world."
For the purpose of better communication we classify potential customers into stage one and stage two.
Stage one is any customer who seeks information. Stage two includes customers who have deliberated
on the matter and have made a decision to move on. Stage one will be handled by good sales staff,
while stage two requires more administrative skills in staff.
Feedback will be taken from Stage One customers who do not make it to Stage Two in order to
recognize areas that need improvement in our communication strategy.
2. Positioning
SANCTUARY can be positioned as a:
- Heaven on earth - a luxurious end to a life lived hard in working and raising children
- A medical facility
These attitudes will be the essence of the brand name and will permeate through the entire campaign.
25. 25
The name SANCTUARY encompasses the above attributes well and therefore speaks for itself in
creating an influential brand name. The color green will be used to further emphasize these attributes.
Green is the color of nature. It symbolizes growth, harmony and freshness. Green exudes an emotional
sense of safety.
SANCTUARY aims at the up market which is a less targeted market. To position the SANCTUARY
apart from other competitors, we will associate our brand with the rich and famous through celebrity
endorsement.
Messages used in positioning:
"Retire among the green"
"Grass is greener on this side"
"Retire in style"
"Breathe the nature, Feel at home."
3. A Guideline on Implementation
The main objectives around our communication strategy is to effectively disseminate brand name and
attributes to the target and potential customers and to use the same opportunity to generate feedback.
The large chunk of this years’ work will go on to launching our first outlet in Thailand. If the
campaign proves successful we will take the plan when the company expands to other locations. We
will evaluate and adjust accordingly if needed.
A permanent communication team will be formed before the end of April 2015.
4. Media
Walk in customers:
Some customers might prefer to walk in and gain all their information from the SANCTUARY homes.
Every property will have a staff at the front desk prepared for this.
Leaflets, brochures and forms will be available at the same counter.
Social media:
This includes, social media (Facebook, Twitter, Instagram, LinkedIn etc) and SMS services (includes
26. 26
Line, Viber etc). These methods allow two way communications between the customers and the
SANCTUARY. Customers can be engaged in promotional activities and feedback can be taken.
Other:
This includes creating more recall through traditional media (TV and Radio) using indirect methods
such as casual mentions in interviews by influential personalities. Billboards and banners can be
placed on highways, near shopping malls, and on the train.
Global Communication Strategy
The company hopes to expand the operation to twelve more countries before the 2035. These are Lao,
Vietnam, China, Indonesia, India, The Philippines, South Korea, Japan, Australia, Switzerland and the
United States.
1. The Communication Team
A local team of communication experts will be chosen from each country. They will act as a liaison
between communication team at SANCTUARY headquarters and the media outlets in the host
countries.
2. The media and messages
Local media outlets of every country the SANCTUARY operates in will be used for exposure and
advertisements. In addition to this we will place advertisements at in flight magazines of airlines for
international reach.
Media messages above will be translated into local languages of every country the company operates
in.
3. Websites
The company's main website will have pages for each country. Any country will be selected from a
dropdown box and the customers can read the pages either in English or the local language.
4. Research, Feedback and Annual report
By December 31 of every year country communication teams are expected to send in an annual report
of their activities and the forecasted activities for the next first years.
In addition to this the country communication teams will help SANCTUARY conduct surveys both
27. 27
global and international.
Customer feedback received on web pages of each country will be analyzed to find strengths,
weaknesses, opportunities, and threats.
Conclusion
The communication strategy developed above has the main focus of the upcoming launching of the
first SANCTUARY property. If this strategy renders a favorable result the same can be adopted to
where applicable in the future operations of the SANCTUARY.
Initiated by Aishath Nuwana Waleed
Edited by Bancha Jenpiyapong
28. 28
Pricing Strategy Focusing on Thailand
Once SANCTUARY business is established in our home country Thailand by the year 2020 (Bangkok,
Chiangmai, Phuket, and Huahin) and we are sure it will be welcomed with pleasure by the locals and
foreigners who like to stay in our retirement home we plan to expand to other places like Laos,
Vietnam, Indonesia, China, Korea, Japan, Australia and etc.
Our value proposition is to provide a golden setting for the golden years of retirees around the world
in destinations of their choice. Our housing is not aimed at the sick and invalid but for people who
want to spend the old age in relative good surrounding. Since others can copy our business proposition
easily if they have access to land in Thailand and abroad we aim to improve efficiency in our business
through experience we will get by running the business in Thailand and price our package
accordingly.
As age progresses, our retirees will need more medical attention and they may not be so focused on
using all the benefits of the home. Secondly in order to enter other countries in other parts of the
world, we have to consider entry strategies like joint venture as ownership of land is governed by laws
of different countries. Also as these retirement houses are getting more and more popular, we expect
competition by locals in other countries and other who are willing to invest in business partnerships.
Our pricing should take all this into consideration and we should have stage wise pricing in our home.
We could offer discounts to spouses as far as rents go but have to charge for medical insurance.
The technical demand for holding a retirement visa in Thailand is a monthly income of 65,000
baht ($1,960, €1,435 or £1,255) – or by having 800,000 baht ($24,104, €17,667 or £15,443) in a bank
account. This of course does not apply to local Thais and hence they will have some benefit. This
amount varies in different countries and so will have to be adjusted.
Cost of house rental in Thailand could be about 150,000-250,000baht a month (our house rentals
cover centrally air-conditioning, services by a cleaning department, internet access, use of
swimming pool and gym along with massage services, banking and emergency medical services, taxi
services in and around the city) depending on whether they plan to live in Bangkok, Phuket or
Chiangmai.
Since we intend to provide specialty food which is not mundane along with round of golf every other
day, we can add another 30,000 baht(i.e. if we have a tie up with golf courses so that our retirees could
have access to the best courses at efficient prices so that we make a profit). For those who are not
29. 29
interested in golf we could offer a small discount.
Another cost to add is medical insurance for which we need to tie up with insurance company to get
the most efficient cost for our retirees and cover most of their medical needs to about 30% a year
increasing as they age.
So for a price of about minimum 1,800,000 baht (plus cost of 800,000 in bank for retirement visa)
baht a year our retirees can expect a real fun filled life in Thailand.
Initiated by Tejasvi Vasudevan
30. 30
Brand Health Check
The brand health is a key factor in the success of our business, which affects our ability to sell and
grow. For our brand, there are a lot of questions we should check on the time. The question is the
same like our market changing, our core customers satisfied with our brand. What we will do for our
brand’s health check? We will check through the aspects of consumer and employee, which focus on
brand awareness, consumer satisfaction.
Brand Awareness
This element for our new brand is necessary. SANCTUARY the new brand in the market, and our
property type is also so new.
For the consumer aspect
We should communicate with our consumer who we are, what we do, to make them understand our
brand. But it needs a long time, to make them know and remember our brand “SANCTUARY”, and
create the awareness of our brand. For any new brand, if no consumers know, how could the company
get customers to like the brand and buy our product? As our product is not a fast-moving consumer
goods, the consumer need long time to check, to consider and make decisions.
For this part, we should use every channel to spread our brand information, to let the consumer
remember. For the health check, we should have a soft launch of the brand and our property together
with its services and products and do the brand survey or research every three months per time before
and after we launch the brand. With the accumulation of our campaign, we will get more awareness of
our brand.
For the employee aspect
We should train our employees on our brand’s mission and vision. If the employees don’t understand
their brand’s mission and vision clearly, they cannot advocate promoting the brand and its services and
products. In other words, they cannot act as a representative of the brand as an employee of the
company. So to communicate with employees on the brand and its products and services are essential.
To train our staff and check if employees have knowledge on the brand and services as well as
products of SANTUARY, we can have a test or evaluation session every month. A supervisor can also
test staff’s knowledge on the brand and products as well as services during a daily brief or meeting.
31. 31
This step is the basic one, but it is the most important.
Consumer satisfaction
This element measures the expectation of consumer for a brand’s performance. The consumer
satisfaction is the key element to affect our brand’s reputation. The brand’s reputation is the most core
part to affect the growth of our brand and our sales. If the brand awareness is the necessary foundation
of our brand development, the consumer satisfaction is most core element to affect our brand’s value.
For consumer satisfaction dimension, we will focus on the consumer who resides in our property to do
research to check the degree of consumer satisfaction at least half year per time. For this research, we
should find out which part the consumer like and satisfied, which part they don’t like. All of these can
help us find out what the mistake and problem of this period. We will check the consumer’s
satisfaction about the staff’s service quality, the environment of the whole construction etc. And all
these will check via questionnaire and depth interview method.
Initiated by Ai Jie
Edited by Bancha Jenpiyapong
32. 32
Phase 3:
Ideal Business Plan focusing on the Thailand Market Launch
Objectives
To create awareness of the brand ‘SANCTUARY’ in Thailand within first year of business
launching and 3 years for global
To operate oversea services in 13 countries across the world within 3 – 5 years
To provide a warm, comfortable, safe and engaging home for up to 30 permanent residents.
Assembling the effective staffs with experienced.
Mission
At SANCTUARY, we provide our customers with an excellent quality of lifestyle, as defined by the
residents, individually and as a group. To that end, we encourage resident group decision-making
through the House Councils, access to all areas of their homes here at SANCTUARY, and
self-determination in activities, socialization, and food preferences. SANCTUARY is not just a care
giving facility—it is their home, and their community. We also value the time, skills, and expert
opinions of our staff. We are committed to providing fair and living wages, reasonable, structured
work schedules, and clear duties and spheres of rights and responsibilities for each team member. We
do not expect staff to do work for which they are not trained for.
Keys to Success
We have identified four keys to success for SANCTUARY:
We offer more resident-oriented, small-scale, home-model care than our competitors;
Our innovative use of Elder Assistants lowers the cost of providing this care considerably;
Our fair wages and team structure lower dissatisfaction, and thus turnover rates among our staff;
Company Background
SANCTUARY will be the first international brand of the retirement home with the world class
services of the world owned by the Thai company. We will operate our retirement homes in 13
countries starting from Thailand in 2017 and expanding to other countries until 2034.
33. 33
Thailand Market Analysis Summary
1 Thailand Market Description
The retirement home has become popular as there are high demands from western, Japanese and
Korean senior populations. Thailand and Southeast Asia can be the best place for them to consider
living after a retirement because of abundant nature, beautiful landscape, friendly people, and a low
cost of living.
2 Thailand Market Size
The numbers of tourists visited Thailand in the year 2014 is around 22 million people and it tends to
increase every year. Also the numbers of foreigners who live in Thailand is around 30,000 people.
3,800-4,000 is mainly Japanese, 1,500-2,000 is Koreans and the rest is Europeans, Australians and
New Zealanders. The revenue from a long term stay in Chiang Mai is about 10,000 million baht per
year.
3 Customers and Target Markets
The business target focus at the high-end market, which are Thais and multi-nationalities who have
high salary and high income earners, business owners, retired citizens aged between 50 – 80 years old.
Also we welcome tourists who travel for the vacation, short term and long term stay.
Product Description
SANCTUARY, the best place to capture best memories and experiences in your life after a retirement.
We will be your second home and family. We will serve our residents for every need. Our well-trained
professional staff certified by SANCTUARY ACADEMY will provide our customers with our unique
and high standard of SANCTUARY services at every property as following;
High facilities and services;
-Medical Care Center
-Local Bank
-Signature SANCTAURY Restaurant
-Convenient Store
-Swimming Pool
34. 34
-Meditation Class
-Medicare Services
-Spa Treatment and Thai Traditional Massages
-Accommodations for visitors.
-Full of activities including sport clubs, singing club, Thai or local language class, chess club, Thai
cooking class, etc.
-Visa renewal services.
-24 hours of Staff services.
-Transportation services.
-Types of rooms: premium suites, club suites, spa suites, and presidential suites
Initiated by Supatta Permpoonchokekana
Edited by Bancha Jenpiyapong
Full text proofreading by Chen Wanxing
