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KRUNGSRI
FIRST CHOICEKRUNGSRI
THE STPTHE STP
EGMENTATION
S OCCUPATIONSINCOME
AGE
S
OCCUPATIONS
BUSINESS OWNERS
OFFICE WORKERS
BLUE COLLAR WORKERS
GOVERNMENT OFFICIALS
INCOME
< 20,000
20,001-40,000
> 40,000
AGE
HIGH SCHOOLERS
UNIVERSITYSTUDENTS
WORKING AGE
RETIRED
TJOB:
INCOME:
AGE:
LOW-MID
ARGETINGOFFICE & ETC.
WORKING
T
OSITIONING
FIRST CHOICE
DESCRIBES THEMSELVES AS THE
SOLUTION FOR ALL OF THEIR
CONSUMER’S FINANCIAL NEEDS
THAT OFFERS THE B...
SWOTSWOT
ANALYSIS
STRENGTHS
SWOT
GREAT PROMOTIONS
GENEROUS LOAN RATES
MANY PARTNERSHIPS
CONVENIENCE
EASY ACCEPTANCE
CARD FITS FINANCIAL NEEDS
WEAKNESSES
SWOT
SOME CUSTOMERS
DON’T USE CARD
CUSTOMERS EXPLOIT THEIR
PROMOTIONS
OPPORTUNITY
SWOT
FIND A NEW MARKET
MAKE LONG TERM CAMPAIGN
TO RETAIN NON LOYAL
CUSTOMERS AND TURN THEM
INTO LOYAL ONES
THREATS
SWOT
COMPETITORS HAVE
LARGER SCOPE
COMPETITORS HAVE OFFERS
THAT SEEM BETTER TO
POTENTIAL CUSTOMERS
TARGET CONSUMER...
OBJECTIVESOBJECTIVES
1.
CAPTURE
TARGET GROUP
NEW1.
TARGET GROUP
NEW
STUDENTS
UNTAPPED MARKET
HIGH POTENTIAL
SPEND A LOT
BUILD LOYALTY EASILY
“MORE THAN2MILLIONUNI STUDENTS”
2.
ENCOURAGE
CARD USING
LONG TERM
2.
CONSUMERSMANY
GET THE CARD ONLY
MANY
FOR SIGN UP BONUS
SHORT TERM
PROMOTIONS
INCREASING
CUSTOMERSRELATIONSHIPS
TAKES TIME
TIME
LOYALTY
CREATE A CAMPAIGN
TO RETAIN NON LOYAL
CUSTOMERS
TURN THEM INTO
LOYAL ONES
STRATEGIESSTRATEGIES
EXCLUSIVE FAIR FOR
FIRST CHOICE
MEMBERS
1strategy
MEGA FAIR FOR
KRUNGSRI
FIRSTCHOICE
MEMBERS ONLY
BRANDNAME
SHOPPING PLACE
Fashion & Women accessorie
Sports & Men’s products
Home appliances
Travel packages
IT & Gadgets
EXCLUSIVE PRIZE THAT
CAN BE REDEEM ONLY
BY KRUNGSRI POINTS
ENCOURAGE PEOPLE
TO COLLECT POINTS!
MINI CONCERT
BUILD UP ATMOSPHERE
COVER CONTEST
ENCOURAGE INTERACTION
WITH CUSTOMERS
INSTANT SIGN UP
ENTER THE FAIR
RIGHTAWAY
BUILD
ENGAGE GET
RELATIONSHIPS
INSIGHTWITH POTENTIAL
CONSUMERS
ALL IN ONE BENEFIT
1. INCREASE RELATIONSHIPS
2.ACQUIRE NEW CUSTOMERS
3.COLLECT INFORMATION
LAUNCH THE
WORLD CUP
LUCKY DRAW!
2strategy
WORLD CUP IS
COMING
PEOPLE ARE
CRAZY ABOUT IT!
LUCKY DRAW BASED ON SPENDING
WINNER GET THE TICKETS
TO WORLD CUP
FINAL MATCH
THE MORE
YOU SPEND
THE MORE CHANCE
YOU GET
EVERY 1,000 BAHT
GET 1 CHANCE
5 REWARDS
20 LUCKY
PEOPLE
Fly to Brazil with
Krungsri Firstchoice
Once in a lifetime experience
with Krungsri Firstchoice.
Have an extraordinary vacation in
Brazil with Krungsri Firstchoice
All accommodations are provided
by Krungsri Firstchoice!
HOW MUCH?
TOTAL 258K /PERSON
WORLD CUP TICKET
PLANE TICKET
HOTEL
TOUR COMPANY
EATING & TRAVEL EXPENSES
	
  
20K
60K
18K
10...
2ND PRIZE
1 Baht gold for 30 prizes
20,000 baht per prize
3RD PRIZE
Samsung LED 28’’
20 prizes
Canon IXUS 510
20 prizes
8,990 BAHT 8,200 BAHT
ADVERTISING
CAMPAIGN
TELEVISION COMMERCIALS
SOCIAL MEDIA
ADVERTISE ON BTS
TOTAL 20.3 M
9 M
0.5 M
4.8 M
TOTAL COST
FIRST PRIZE
SECOND PRIZE
THIRD PRIZE
ADVERTISING CAMPAIGN
TOTAL 27 M
6 M
0.6 M
0.25 M
20.3 M
INCREASE USAGE
INCREASE LOYALTY
ATTRACT PEOPLE TO SIGN UP
BENEFIT
THIS STRATEGY CAN BE
RECYCLE
INTRODUCE THE
STUDENT CARD
3strategy
“SCHOOL IS COOL”
UNIVERSITY
STUDENTS
18+ OLD
THAI CITIZEN
ELIGIBILITY CRITERIA
17%
35%21%
27%
STUDENT ALLOWANCE
<5,000
5,000 - 7,500
7,500 - 10, 000
<10,000
BASIC
NO INCOME NEEDED
BASIC
LIMITED CREDIT LINE
7,000
STUDENT CAN SIGN
UP BY THEMSELVES
INDIVIDUAL
HAS PART TIME JOB
INDIVIDUAL
CREDIT LINE CAN BE
EXPANDED
wow !
COSIGNED
MUST BE COSIGNED
WITH GAURDIAN
COSIGNED
IF STUDENT FAILS TO PAY
BILLS WITHIN 3 MONTHS,
GAURDIAN MUST PAY WITH
GAU...
DEBITDEBIT
DEBIT OPTION ALSO
AVAILABLE
PROMOTION:
FIT EVERY TEENAGERS
LIFESTLYE
BOOKWORMS
Promotions from popular
bookstores & stationary
Discount for optics
JOCKS LIFE
EXERCISE WITH PROMOTION
FOR FUN ACTIVITIES!
ENTERTAINMENT BUFFS
BUY 1 GET 1 FREE MOVIE
TICKETS
REDEEM POINTS FOR
DISCOUNTS ON CONCERTS
FOOD LOVER
SPECIAL PROMOTIONS
ON BUFFETS
SHOPAHOLICS
ENJOY PROMOTIONS
FROM VARIOUS
STORES
ONLINE SHOPPING
NOW EASY!!
TECH SAVVY
PAY IN INSTALLEMENTS
TO FULFILL YOUR TECH
NEEDS!
NO LIFE!
UNIVERISTY HAS TAKEN
OVER MY LIFE!
NO LIFE!
INTEGRATE WITH
RABBIT CARD
Even more convenience!
RABBIT CARDCONVENIENT FOR STUDENTS
ON THE GO
RABBIT CARD
COFFEE
PROMOTIONS
COFFEE
PROMOTIONSPULLING AN ALL NIGHTER FOR EXAMS?
FIRST CHOICE’S GOT YOUR BACK!
BUY1 FREE1
AFTER 9PM
BU...
1%CASHBACKON ALL OTHERLIFESTYLE
CASHBACK
5%ON A DIFFERENT CATEGORY
EACH MONTH
CATEGORIES
NO PROMOTION?
NO PROBLEM!
NO PROM...
SIGN UP BONUSES
FREE BONUS POINTS!
& WELCOME GIFT
INTERACTIVE FINANCIAL
MANAGEMENT PROGRAM
ONLINE!
CHECK BALANCE
GIVE ADVICE
HELPS PLAN
PAY BILLS
MOBILE APP!
CHECK CREDIT
FIND TRENDY SPOTS
CHECK POINTS
FUND MANAGING
PROMOTE BYPROMOTE BY
CAMPUS
TOURS
MEDIA
SOCIAL
BUZZ
MARKETING
UPGRADE
INVITATION
+ SPECIAL OFFER
AFTER GRADUATE
REFERRAL PROGRAM
INVITE FRIENDS
GET COOL PRIZES
10+ referrals
5-9 referralsCASH
CREDIT
KRUNGSRI
FIRST CHOICE
IT’S ‘MY’ CHOICE
STUDENTS WILL SAYSTUDENTS WILL SAY
Q&AQ&A
Amanda Chitphakdithai
Chutinatsamon Santisutham
Natta Chaisiripant
Patcharee Montatip
MEMBERS
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Krungsri Marketing Campaign

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Veröffentlicht am

A marketing campaign proposal presentation for a case study done back in Service Marketing Class back in 2013.

Veröffentlicht in: Marketing
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Krungsri Marketing Campaign

  1. 1. KRUNGSRI FIRST CHOICEKRUNGSRI
  2. 2. THE STPTHE STP
  3. 3. EGMENTATION S OCCUPATIONSINCOME AGE S
  4. 4. OCCUPATIONS BUSINESS OWNERS OFFICE WORKERS BLUE COLLAR WORKERS GOVERNMENT OFFICIALS
  5. 5. INCOME < 20,000 20,001-40,000 > 40,000
  6. 6. AGE HIGH SCHOOLERS UNIVERSITYSTUDENTS WORKING AGE RETIRED
  7. 7. TJOB: INCOME: AGE: LOW-MID ARGETINGOFFICE & ETC. WORKING T
  8. 8. OSITIONING FIRST CHOICE DESCRIBES THEMSELVES AS THE SOLUTION FOR ALL OF THEIR CONSUMER’S FINANCIAL NEEDS THAT OFFERS THE BEST DEALS FOR PP
  9. 9. SWOTSWOT ANALYSIS
  10. 10. STRENGTHS SWOT GREAT PROMOTIONS GENEROUS LOAN RATES MANY PARTNERSHIPS CONVENIENCE EASY ACCEPTANCE CARD FITS FINANCIAL NEEDS
  11. 11. WEAKNESSES SWOT SOME CUSTOMERS DON’T USE CARD CUSTOMERS EXPLOIT THEIR PROMOTIONS
  12. 12. OPPORTUNITY SWOT FIND A NEW MARKET MAKE LONG TERM CAMPAIGN TO RETAIN NON LOYAL CUSTOMERS AND TURN THEM INTO LOYAL ONES
  13. 13. THREATS SWOT COMPETITORS HAVE LARGER SCOPE COMPETITORS HAVE OFFERS THAT SEEM BETTER TO POTENTIAL CUSTOMERS TARGET CONSUMERS HAVE LOW LOYALTY RATE
  14. 14. OBJECTIVESOBJECTIVES
  15. 15. 1. CAPTURE TARGET GROUP NEW1.
  16. 16. TARGET GROUP NEW STUDENTS UNTAPPED MARKET HIGH POTENTIAL SPEND A LOT BUILD LOYALTY EASILY “MORE THAN2MILLIONUNI STUDENTS”
  17. 17. 2. ENCOURAGE CARD USING LONG TERM 2.
  18. 18. CONSUMERSMANY GET THE CARD ONLY MANY FOR SIGN UP BONUS SHORT TERM PROMOTIONS
  19. 19. INCREASING CUSTOMERSRELATIONSHIPS TAKES TIME TIME LOYALTY
  20. 20. CREATE A CAMPAIGN TO RETAIN NON LOYAL CUSTOMERS TURN THEM INTO LOYAL ONES
  21. 21. STRATEGIESSTRATEGIES
  22. 22. EXCLUSIVE FAIR FOR FIRST CHOICE MEMBERS 1strategy
  23. 23. MEGA FAIR FOR KRUNGSRI FIRSTCHOICE MEMBERS ONLY
  24. 24. BRANDNAME SHOPPING PLACE
  25. 25. Fashion & Women accessorie
  26. 26. Sports & Men’s products
  27. 27. Home appliances
  28. 28. Travel packages
  29. 29. IT & Gadgets
  30. 30. EXCLUSIVE PRIZE THAT CAN BE REDEEM ONLY BY KRUNGSRI POINTS ENCOURAGE PEOPLE TO COLLECT POINTS!
  31. 31. MINI CONCERT BUILD UP ATMOSPHERE
  32. 32. COVER CONTEST ENCOURAGE INTERACTION WITH CUSTOMERS
  33. 33. INSTANT SIGN UP ENTER THE FAIR RIGHTAWAY
  34. 34. BUILD ENGAGE GET RELATIONSHIPS INSIGHTWITH POTENTIAL CONSUMERS
  35. 35. ALL IN ONE BENEFIT 1. INCREASE RELATIONSHIPS 2.ACQUIRE NEW CUSTOMERS 3.COLLECT INFORMATION
  36. 36. LAUNCH THE WORLD CUP LUCKY DRAW! 2strategy
  37. 37. WORLD CUP IS COMING
  38. 38. PEOPLE ARE CRAZY ABOUT IT!
  39. 39. LUCKY DRAW BASED ON SPENDING WINNER GET THE TICKETS TO WORLD CUP FINAL MATCH
  40. 40. THE MORE YOU SPEND THE MORE CHANCE YOU GET
  41. 41. EVERY 1,000 BAHT GET 1 CHANCE
  42. 42. 5 REWARDS 20 LUCKY PEOPLE
  43. 43. Fly to Brazil with Krungsri Firstchoice
  44. 44. Once in a lifetime experience with Krungsri Firstchoice.
  45. 45. Have an extraordinary vacation in Brazil with Krungsri Firstchoice
  46. 46. All accommodations are provided by Krungsri Firstchoice!
  47. 47. HOW MUCH? TOTAL 258K /PERSON WORLD CUP TICKET PLANE TICKET HOTEL TOUR COMPANY EATING & TRAVEL EXPENSES   20K 60K 18K 100K 60K
  48. 48. 2ND PRIZE 1 Baht gold for 30 prizes 20,000 baht per prize
  49. 49. 3RD PRIZE Samsung LED 28’’ 20 prizes Canon IXUS 510 20 prizes 8,990 BAHT 8,200 BAHT
  50. 50. ADVERTISING CAMPAIGN TELEVISION COMMERCIALS SOCIAL MEDIA ADVERTISE ON BTS TOTAL 20.3 M 9 M 0.5 M 4.8 M
  51. 51. TOTAL COST FIRST PRIZE SECOND PRIZE THIRD PRIZE ADVERTISING CAMPAIGN TOTAL 27 M 6 M 0.6 M 0.25 M 20.3 M
  52. 52. INCREASE USAGE INCREASE LOYALTY ATTRACT PEOPLE TO SIGN UP BENEFIT
  53. 53. THIS STRATEGY CAN BE RECYCLE
  54. 54. INTRODUCE THE STUDENT CARD 3strategy “SCHOOL IS COOL”
  55. 55. UNIVERSITY STUDENTS 18+ OLD THAI CITIZEN ELIGIBILITY CRITERIA
  56. 56. 17% 35%21% 27% STUDENT ALLOWANCE <5,000 5,000 - 7,500 7,500 - 10, 000 <10,000
  57. 57. BASIC NO INCOME NEEDED BASIC LIMITED CREDIT LINE 7,000 STUDENT CAN SIGN UP BY THEMSELVES
  58. 58. INDIVIDUAL HAS PART TIME JOB INDIVIDUAL CREDIT LINE CAN BE EXPANDED wow !
  59. 59. COSIGNED MUST BE COSIGNED WITH GAURDIAN COSIGNED IF STUDENT FAILS TO PAY BILLS WITHIN 3 MONTHS, GAURDIAN MUST PAY WITH GAURDIAN RATE. love you mom
  60. 60. DEBITDEBIT DEBIT OPTION ALSO AVAILABLE
  61. 61. PROMOTION: FIT EVERY TEENAGERS LIFESTLYE
  62. 62. BOOKWORMS Promotions from popular bookstores & stationary Discount for optics
  63. 63. JOCKS LIFE EXERCISE WITH PROMOTION FOR FUN ACTIVITIES!
  64. 64. ENTERTAINMENT BUFFS BUY 1 GET 1 FREE MOVIE TICKETS REDEEM POINTS FOR DISCOUNTS ON CONCERTS
  65. 65. FOOD LOVER SPECIAL PROMOTIONS ON BUFFETS
  66. 66. SHOPAHOLICS ENJOY PROMOTIONS FROM VARIOUS STORES
  67. 67. ONLINE SHOPPING NOW EASY!!
  68. 68. TECH SAVVY PAY IN INSTALLEMENTS TO FULFILL YOUR TECH NEEDS!
  69. 69. NO LIFE! UNIVERISTY HAS TAKEN OVER MY LIFE! NO LIFE!
  70. 70. INTEGRATE WITH RABBIT CARD Even more convenience!
  71. 71. RABBIT CARDCONVENIENT FOR STUDENTS ON THE GO RABBIT CARD
  72. 72. COFFEE PROMOTIONS COFFEE PROMOTIONSPULLING AN ALL NIGHTER FOR EXAMS? FIRST CHOICE’S GOT YOUR BACK! BUY1 FREE1 AFTER 9PM BUY1 FREE1 AFTER 9PM
  73. 73. 1%CASHBACKON ALL OTHERLIFESTYLE CASHBACK 5%ON A DIFFERENT CATEGORY EACH MONTH CATEGORIES NO PROMOTION? NO PROBLEM! NO PROMOTION? NO PROBLEM!
  74. 74. SIGN UP BONUSES FREE BONUS POINTS! & WELCOME GIFT
  75. 75. INTERACTIVE FINANCIAL MANAGEMENT PROGRAM ONLINE! CHECK BALANCE GIVE ADVICE HELPS PLAN PAY BILLS
  76. 76. MOBILE APP! CHECK CREDIT FIND TRENDY SPOTS CHECK POINTS FUND MANAGING
  77. 77. PROMOTE BYPROMOTE BY CAMPUS TOURS MEDIA SOCIAL BUZZ MARKETING
  78. 78. UPGRADE INVITATION + SPECIAL OFFER AFTER GRADUATE
  79. 79. REFERRAL PROGRAM INVITE FRIENDS GET COOL PRIZES 10+ referrals 5-9 referralsCASH CREDIT
  80. 80. KRUNGSRI FIRST CHOICE IT’S ‘MY’ CHOICE STUDENTS WILL SAYSTUDENTS WILL SAY
  81. 81. Q&AQ&A Amanda Chitphakdithai Chutinatsamon Santisutham Natta Chaisiripant Patcharee Montatip MEMBERS

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