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Koh ssichang
- 2. Koh Sichang Features A small beach island in Chonburi Take less than 90 kilometer drive from Bangkok Product information Customer Research Problem & Opportunity Communication Objective Creative Strategy Media Strategy Budget Evaluation Strategy
- 3. The Attractions Vintage Palace •Phra Chuthathut Palace Peace at heart and soul •Saan Chao Pho Khao Yai Product information Customer Research Problem & Opportunity Communication Objective Creative Strategy Media Strategy Budget Evaluation Strategy
- 4. The Attractions Photographer’s Heaven • Adsadang Bridge •Chong Khao Kaad Outdoor Activities •Kayak •Banana boat •Snorkeling Product information Customer Research Problem & Opportunity Communication Objective Creative Strategy Media Strategy Budget Evaluation Strategy
- 5. Customer Analysis Target market : College students age 18- 24 Age range: 18-24 Income level: 4000 onwards Est. No. traveler: 4-7 Geographic: Urban area Occasion: Vacation, Weekend Product information Customer Research Problem & Opportunity Communication Objective Creative Strategy Media Strategy Budget Evaluation Strategy
- 6. Buying Habit How much : The average price range is around 1,500-3,500 baht per night. When: Mostly on occasion holidays such as their Summer season (after exam) Product information Customer Research Problem & Opportunity Communication Objective Creative Strategy Media Strategy Budget Evaluation Strategy
- 7. Where would Target Market Search for Information Internet Magazines Word of Mouth Product information Customer Research Problem & Opportunity Communication Objective Creative Strategy Media Strategy Budget Evaluation Strategy
- 8. Problem- Opportunity Analysis 1. Limited information about Koh Sichang Use informative campaign 2. Only search for more information when have a place in mind Involve in their daily activity 3. Increase in the use of internet • Spend less time on TV • Depend less on radio Internet+ Friends Product information Customer Research Problem & Opportunity Communication Objective Creative Strategy Media Strategy Budget Evaluation Strategy
- 9. Communication Objective “To create an understanding of Koh Si Chang’s features to 70% of University Students in Urban areas within 6 months.” Product information Customer Research Problem & Opportunity Communication Objective Creative Strategy Media Strategy Budget Evaluation Strategy
- 10. Creative Strategy Theme: Explore Message Appeal: Friendly, Discovering Selling Idea: Close to Bangkok, Reasonable price Mood and Tone: Fun, Excitement and Friendship Presentation Method: Testimonial Product information Customer Research Problem & Opportunity Communication Objective Creative Strategy Media Strategy Budget Evaluation Strategy
- 11. Gantt Charge Poster 1: first 3 months
- 12. Gantt Chart Poster 1: first 3 months •Poster Create awareness Promote trip
- 13. Gantt Chart Poster 1: first 3 months •Print Advertisement: Magazine Cheeze and Seventeen Print Ads Advertorial (in month 6th)
- 14. Gantt Chart Poster 1: first 3 months •Event Set up booth at 5 universities (CU, MU, TU, ABAC and BU) Booth layout: Shape of the island
- 15. Gantt Chart Poster 1: first 3 months •Facebook Page Click like on Facebook Post pictures and video clips
- 16. Gantt Chart Poster 1: first 3 months •Free Trip 3 lucky winners who clicked like Facebook page win a free trip to Koh Sichang There are an agreement to post the picture in theme of exploring”
- 17. Gantt Chart Poster 1: first 3 months •Trip Money Refund Contest Visit Koh Sichang, post a video clip on Facebook and win a chance to get money refund With limitation of 30,000 baht
- 18. Bottom up Approach Total budget is approved by top management Cost of activities are budgeted Activities to achieve objectives are planned Promotional objective are set Product information Customer Research Problem & Opportunity Communication Objective Creative Strategy Media Strategy Budget Evaluation Strategy
- 19. Total Budget Cost Type of medium Price (Baht) Print Ads 220,420 Events 164,750 Facebook Free Trips 141,500 Poster 26,520 Total 552,190 Product information Customer Research Problem & Opportunity Communication Objective Creative Strategy Media Strategy Budget Evaluation Strategy
- 20. Budget allocation Sales Print ads Events Facebook (free) Product information Customer Research Problem & Opportunity Communication Objective Creative Strategy Media Strategy Budget Evaluation Strategy
- 21. Cost efficiencies CPM- Print Media Product information Customer Research Problem & Opportunity Communication Objective Creative Strategy Media Strategy Budget Evaluation Strategy Cheeze Seventeen Absolute cost 100,000 135,000 Circulation 52,000 55,000 Relative Cost 1.92 2.45
- 22. Campaign Pre-Test and Post- Test Evaluation Pre-Test: In a laboratory with focus groups, asking the target audience how they feel about the campaign Product information Customer Research Problem & Opportunity Communication Objective Creative Strategy Media Strategy Budget Evaluation Strategy
- 23. Campaign Pre-Test and Post- Test Evaluation Post- Test Number of Facebook page like Surveys for recall and also by asking the target audience if about their knowledge of Koh Sichang Product information Customer Research Problem & Opportunity Communication Objective Creative Strategy Media Strategy Budget Evaluation Strategy
- 24. Media strategy Evaluation: Magazines Pros: The message can be controlled There are many things we can do with the features Cons Many magazines are available as alternatives There are too many ads per magazine that can cause clutter Product information Customer Research Problem & Opportunity Communication Objective Creative Strategy Media Strategy Budget Evaluation Strategy
- 25. Social network Facebook Pros: Can reach a lot of persons through it Allows the target audience to communicate directly with us. Create “top of mind awareness” Cons: Updating and providing quality notes or comments constantly Poor public relations can spread on Facebook Product information Customer Research Problem & Opportunity Communication Objective Creative Strategy Media Strategy Budget Evaluation Strategy