The document discusses Thanulux Brand's plans to launch a new pink t-shirt under their ICON brand. The objectives are to gain 30% market share in Thailand within 5 years. The target market is Thai adults aged 22-55 in Bangkok and other major cities. The marketing strategy involves public relations, radio, magazine advertising, and updating their website. Sales forecasts and costs are provided, with an expected profit of 120 million baht if sales reach 300 million baht as planned.

1. Thanulux Brand ICON By Doan Quynh Trang ID: 483 9038

27. PR, Publicity Radio Catalogue Magazine Internet 1 month Sales promotion ` Feb Mar Apr May Jun Jul Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan

29. High end Low end Young Total sales March 2628 3942 3154 10,275,480 April 3416 5125 4100 13,358,124 May 4441 6662 5330 17,365,561 June 4885 8661 6928 21,553,726 July 5374 10826 8314 25,735,673 August 5911 12125 9146 28,525,755 September 6503 13337 10060 31,378,330 October 6828 14004 10563 32,947,246 November 6691 13724 10352 32,288,302 December 6357 13038 9834 30,673,886 January 6039 12386 9343 29,140,192 February 5737 11767 8875 27,683,183 Total 64809 125596 95998 300,925,458

30. As expected scenario As unexpected scenario Total sales 300,000,000 Less variable cost Production Variable cost 42,960,607 Sales Variable cost 57,280,800 Total Variable costs 100,241,407 Contribution margin 199,758,593 Less additional Fixed cost Production fixed cost 750,000 Advertising cost 79,001,000 Total Additional Fixed cost 79,751,000 Contribution margin to Thanulux 120,007,593 Total sales 150,000,000 Less variable cost Production Variable cost 21,480,304 Sales Variable cost 28,640,400 Total Variable costs 50,120,704 Contribution margin 99,879,297 Less additional Fixed cost Production fixed cost 750,000 Advertising cost 79,001,000 Total Additional Fixed cost 79,751,000 Contribution margin to Thanulux 20,128,297

31. 750,000 1,071 1,125,300 Cost Sales Contribution margin $ Units B/E in Unit= 750,000 1,050.7 - 350 B/E in $= 1,050.7 x 1,071= 1,125,300 =1,071

32. 79,751,000 113,817 119,587,522 Cost Sales Contribution margin $ Units B/E in Unit= 79,751,000 1,050.7 - 350 B/E in $= 1,050.7 x 113,817= 119,587,522 =113,817

33. Pr and Publicity Radio Catalogue Magazine Internet Sales Admin Sales promotion Production V/C Total Feb 2,100,000 350,000 5,000,000 1,000 1,532,551 1,458,600 10,442,151 Mar 350,000 1,992,285 1,896,150 4,238,435 Apr 2,100,000 350,000 5,000,000 2,589,923 2,464,950 12,504,873 May 320,000 3,226,805 3,071,100 6,617,905 Jun 10,000,000 320,000 2,500,000 3,863,529 3,677,100 20,360,629 Jul 310,000 4,284,019 4,077,300 8,671,319 Aug 10,000,000 2,500,000 4,712,390 7,853,983 4,485,000 29,551,372 Sep 4,948,009 8,246,682 4,709,250 17,903,941 Oct 4,849,033 8,081,722 4,615,050 17,545,805 Nov 4,606,637 7,677,728 4,384,350 16,668,714 Dec 4,376,376 7,293,959 4,165,200 15,835,535 Jan 4,157,462 6,929,104 3,956,850 15,043,416 Total 24,200,000 - 2,000,000 15,000,000 1,000 45,139,018 46,083,177 42,960,900 175,384,094

34. Total Cost Sales 10,442,151 10,275,480 4,238,435 13,358,124 12,504,873 17,365,561 6,617,905 21,553,726 20,360,629 25,735,673 8,671,319 28,525,755 29,551,372 31,378,330 17,903,941 32,947,246 17,545,805 32,288,302 16,668,714 30,673,886 15,835,535 29,140,192 15,043,416 27,683,183 175,384,094 300,925,458