MK331 IMC ThaiAirAsia X Brief

1. IMC Plans

2. - Low Cost
- No Frills
- Short Haul (Within 4 Hours)
- Airbus 320 : 180 Seats
- Economy ClassFounded 1993 Founded 2003
- Low Cost
- No Frills
- Long Haul (Over 4 Hours)
- Airbus 330 : 377 Seats
- Business Class, Economy Class
Founded 2007 Founded 2014
Background

3. Business Class Economy Class
ICN NRT : Tokyo
KIX : Osaka
DMK
Services

4. Positioning
USP RTB
Lower Cost
Higher Cost
Higher
Services
Quality
Lower
Services
Quality
“You Pay What You Want”

5. Target
Consumer Insight
“Value for Money, Keep the money
for something else ”
Right now
Explore
Experience
Travel
Fast
Value
concern
Sharing
Adventure
Self dependence
Independent
Playful
Fun
Self Express

6. A day in the life

7. Survey
n = 40

8. Key Issue
“to increase brand awareness from
12.5% to 40% in March 2015 (6 months)”
Solution
(SMART Objective)
“People don’t know the real
Thai AirAsia X”

9. Key Message
ทำให้เข้าใจว่า X คืออะไร
Projects
eXtra Long, eXtra Comfort, eXtra Economy

10. Member
5406612043 Ms. Nirunporn Kidmai
5406612050 Ms. Kannaree Kingkanchanarot
5406613595 Ms. Sineenart Somnam
5407610095 Ms. Rugeerat Jiamlertwiwat
5407610285 Mr. Nontawit Sungworn
5407610566 Ms. Arisa Muannil
5407610848 Ms. Apittha Jatupittayakuntha
5407611515 Ms. Kotchakorn Chokrathok