2. Background
Increasing number of competitors
that have the same interests in
Chinese’s restaurant with more
widespread promotions

3. Objectives
•To strengthen Kho Chang Ching existence in its
customers
•Expanding Kho Chang Ching market share in
Chinese restaurant
•Increasing Kho Chang Ching brand recall as a
delicious and classy Chinese restaurant

4. Symbol Base of
Authority
Brand
Personality
Core
Value
The Taste that Crosses the
Border
Emotional
Benefit
Ideal Customer
Image
Luxurious Chinese
Restaurant
Noodle and seafood
Chinese cuisine
specialist
A Classy,
prestigious and
delicious Chinese
Restaurant
Modern, High Class,
and Exclusive
Functional
Benefit
Originality and
scrumptious Chinese
Restaurant
Kho Chang Ching Honeycomb

5. The Taste That Crosses The Border
Core Value Kho Chang Ching
Brand Personality
Exclusive
A Classy, prestigious and delicious Chinese Restaurant

6. Kho Chang Ching
Male & Female
30 – 50 y.o
Exclusive
Modern High Class Cuisine Lover

8. ARCAS Sheet
what stimulus to undertake them know
what to reminded to make it relevant technique
How to present check point to select the brand
Last push for purchase such as purchase privillage and sales talk as recommendation
To be purchased repeatedly
A ttract
R elate
C ompare
A ction
S ustain
Every 5 meals get 30% discount voucher promos
Family package menu
Print Ad
Adlips Radio and Social Network
Internet Ad, POP