3. INTRODUCTION ONSITE ACTIVATION
A great day of sponsors and partners for awareness
through those activities at there branding booths.
4. RUN THROUGH 5 STATION
Each kilometer will have an highlight
activation to motivate and encourage runners
keep running toward the concert to finish the
run.
6. Outdoor and nightlife entertainment activities . NIGHT
TIME RUN FUN
People enjoy in night runway and light tent with
thousands of colorful balloons were blown out repeatedly
“Bubble war” along with an immersive blasts of sounds
and lights
Enjoy inspirational music festival with more pleasant
suprise, excitement and joy for participants.
FUNCTION
7. Getting fun run with thousand other people while working out
Experience your glory when crossing the finish line by owning a super
cool race kit from our program
Be the brighest as ever with Prisma accessories
Great chances to meet and make friend with a crazy nights with tons
of memories with friends and new friends
BENEFITS
9. Inspire people to live each to the fullest.
People have fun outside and feel healthy inside
Amazing combination of visual, light effects and
quality production turned Night concert at hightlight
of event
VALUE
10. MISION
• Leader running event in Thailand with amazing combination of
visual, light effects and quality production concert
• The most healthy and entertainment nightlife event for young
generation and foreigner in Thailand
• Attract runners in most Asian country
• Profit approxiate 1 millions USD for every season
VISION
Become No.1 night life activity in Asia
country
11. OBJECTIVES
Build brand awareness of customer about event
Our sales at first season at least 10,000 tickets and get
sponsor from more than 15 sponsorship from food, sport
industry,,,
• Profit at first season at least 2 millions baht for each
season
• Have more than 10,000 participants dating over with
people across Thailand to become member of our Night
Run
14. SWOT ANALYSIS
• Corporate governance
• Good ability in adapting new
ideas
• Good understand of customer
perceived value
- Our company is new with low
brand awareness.
- Not easy to associate with partners
- Lack of experience in operation in
Thailand
- First mover benefitsGetting government
support and subsedize
- Get morre revenue from sponsorship
due to healthy activities
- Potential demand as new experience
with reasonable price
- Many expats living in Bangkok who
seek for outdoor activities
- Consumption on entertainment in
Bangkok (Gen Y) increase
- Competitors could imitate later on
- Fail to make contracts with our
event sponserships
- Bad political situation
- Secure and safe “terrorist attack”
S
16. MARKET SIZE
Potential market
Available market
Target market
The forecast penetrated market
PM
X
PM
AV
TM
FM
17. POTENTIAL MARKET
31,7%
> 5.7 Millions
(people living in Bangkok)
Europe
Chinese
Asian
Countries
Japanese
AmericanAustralia
n
Burmese
Others
720,300
(foreigner living in
Bangkok)
18. 29%
(educated people) 740,000
Potential Market
• Male and Female are
living in Bangkok
(including Thaland people
and foreigner)
• Interested in out door
activites
• Have high education (from
upper high school)
POTENTIAL MARKET
22. SEGMENTATION
Geographic
• Bangkok Area
Demographic
• Age: 15 – 35 years
old (Young adultsa &
Adults)
• Gender: All genders
• Maritual status:
Single or marriaged
• Generation: Young
Generation (Gen Y)
• Education: Educated
people
• Income: 20,000 baht
up
• Occupation:
Students, Officers...
• All race and
nationality
Behavioral
• Occasions
• Benefit - Recreation
23. Target Market Segment (Social Class)
Segment Lower
Lower
Upper
Lower
Working
class
Middle
Class
Upper
Middle
Lower
Upper
Upper
Uppers
15 – 19
Years old
20-24
Years old
24-29
Years old
30 - 35
Years old
>35
Years old
24. Psychographic Segmentation
Consumers are inspired by
Self – Expression Motivation.
In high resources, consumers
are in experiencers group
VALS Segmentation System
25. SELECT MARKET SEGMENT
M1 M2 M3
P1
P3
P2
Single Segment
Concentration
Due to a small number of
consumers in our segmentation.
We select single segment
concentration.
We could
• Achieve strong market presence
• Earn high return on investment
27. TOTAL CUSTOMER BENEFITS = 27
What is customer gets?
PRODUCT
BENEFIT
SERVICE
BENEFIT
PERSONEL
BENEFIT
Run, walk, skip and play with friends
through electrifying adventure and glory
colorful race.
Explore musical concert
Celebrate with friends..
Accessories kits
Free water during running time
Promotion
Discount for early payment or group
Coupon
Cool, Style and healthy runner
MONETARY
COST
TIME COST
ENERGY
COST
PSYCHOLOGI
CAL COST
Ticket fees , tránportation ,
Easy to join
Easy to buy
Fun, Healthy,
Memorable
CUSTOMER PERCIEVED VALUE
IMAGE
BENEFIT
9
7
7
7
5
5
5
4
TOTAL CUSTOMER
BENEFITS = 19
What is customer give up ?
28. HERZBERG'S THEORY
Motivators
• Combination of
running and light
visual, neon color
and music
• Fun and enjoyable
experience
• Neon accessories
and be cool runner
• Heathy inside, fun
outside
Dissatisfiers
• Audience may get
bored with DJ
• Organized at rainy
day
• Too crowded and
not secure
29. MENTAL MAP
Life long
memory
Feel the
music
Be cool
Style
New
Experienc
e
Fun,
happiness
and joinful
Fun,
happiness
and joinful
Creative
idea
Friendly
energetic,
profession
al Staffs
Coloful
with
powder
and acc
31. FIVE FORCES ANALYSIS
Rivalry
among
existing
competitors
Threat of
new
entrance
Bargaining
powers of
buyers
Threat of
new
subsititute:
Bargaining
powers of
supplier
Threat of new entrance
• Low barriers of new
entry
• Easy to imitate
• Low cost to enter the
market
Threat of new subsititutes
Medium
Customer could choose another
activities more interesting
Bargaining power of
buyers: Medium
Sponsor have many
choices
Price is cheaper
There are
Bargaining power of
suppliers: Low
Service industry
doesnt rely on supplier
Rivalry among existing
cpmpetitors: Low
Few number of competitors
33. BRAND ASSET VALUATOR MODEL
differentiation relevance esteem knowledge
Brand
Neon run is leading
customers to know and
reflects for customer
to be success
Brand
strength
35. POSITIONING STATEMENT
Neon run is all about
young people who
constantly seek to
experience something
new with fun and joyful
The first night running in
Thailand which is the
combination between ruuning,
music concert and neon color
as our main concept
36. POINTS OF DIFFERENCE (POD)
FACTORS NEON RUN WATERZONIC
Have fun and celebrate with
friend family
Running Race with 5 stations
Run, walk and dance with
electrifying music
Play with neon powder. Lazer
light and body paint
Accessories kits: Tshirt, run
bag, neon bracelet, powder
DJ and Singer on main stage
VIP Zone
Dance and enjoy music with
water
37. POINTS OF PARITY
Outdoor activity at night with a large
amount of people
Join event and make this unique
night event become remarkable
Celebrate and have fun with friends
Enjoy and Dance with electrifying
music adventure
40. BRAND IDENTITY
• Fun run
• Electric and Glowing night
event
• Have fun, make memories
CORE
IDENTITY
• Neon glow body paint/powder
• Be kool, glory with neon
accesories
EXTENSON
IDENTITY
43. REASON TO BELIEVE
Fun and happiness running night is filled with live music, light, lasers and
neon color
Be cool runners with colorful body paint and neon accessories kits
Run, walk, skip or dance your way through this electrifying adventure with
music carrying you every step
Each kilometer will have an highlight activation to motivate and encourage
runners keep running toward the concert to finish the run
Amazing combination of visual, light effects and quality
production turned NEON -The Night Run concert to be the
highlight of the event
45. WHO WE ARE IN THE MARKET
40%
30%
20%
10%
Market Leader
Market
Challenger
Market Follower
Market Nicher
46. MAIN COMPETITIVE STRATEGY
Goals and Objective
Create and build up awareness of
customer
Increase the sales (10,000 runners) and
attract more than 10 sponsorships
Competitive Status: Follower
48. MARKETING STATEGY
Our market is nicher: 10,000 – 12,000 runners per
season/per year
With low shares of total market we could offer high
value, charge premium price as well as get
sponsorship as one part of our value
We will be well – known as the most fun night run
activities
50. • Internet
• University in Bangkok
• BTS and MRT
• Seven and Eleven Store
• 2000 baht/ticket
• Payment Period
(for early
purchase)
• Discount (for
group)
• Amazing colorful
night run
• Cross the finish
line full of color
• Music festival
concert
• Celebrate life,
friends and music
Product Price
PlacePromotion
MARKETING MIX MODEL
• Adverstising
• Public relatioship
• Direct Sales
• Soical Media
• Personal Selling
• Sponsorship
51. FIVE PRODUCT LEVEL
Core Benefit
Have fun, relax, enjoyable
Basic Product
Running race, music stage, shoes and
clothes,
Expected Product
Colorful station, neon powder
Augmented Product
Colorful body painting
Be cool with Neon accessories for free
Electrifying adventure music for each station
on running race
52. PRICE STRATEGY
Price Objective:
Maximum Current Profit
Price Method: Perceving Value Method
Based on buyer image off our service performance. It is the
most approved period of our company
BREAK EVEN POINT =
𝐅𝐈𝐗𝐄𝐃 𝐂𝐎𝐒𝐓
𝐏𝐑𝐈𝐂𝐄 − 𝐕𝐀𝐑𝐈𝐎𝐔𝐒 𝐂𝐎𝐒𝐓
= 𝟑,𝟎𝟓𝟎,𝟎𝟎𝟎
𝟐,𝟎𝟎𝟎 −𝟐𝟎𝟎
= 1,695
53. PLACE STRATEGY (CHANNEL LEVEL)
Consumer Marketing Channel
Manufacturer
CONSUMER
• We sell ticket via our online website,
office and sales booth
• Our event place will be hold in
Bangkok area
55. INCOME STATEMENT
Revenue
Tickets sales (10,000 X2000baht) THB 20,000,000.00
Sponsorship THB 10,000,000.00
THB 30,000,000.00
Cost of goods sold
Renting the place of event THB 100,000.00
Security THB 80,000.00
Music and dj THB 100,000.00
Accessories THB 1,000,000.00
T - shirt THB 1,000,000.00
Light and electricity expenses THB 50,000.00
Tax and permition fees THB 20,000.00
THB (2,350,000.00)
Gross margin THB 27,650,000.00
Operating expense
Research and development THB 200,000.00
Selling and general expenses THB 2,500,000.00
THB (2,700,000.00)
Operating income THB 24,950,000.00
Income tax THB 4,990,000.00
Net income THB 19,960,000.00
56. The effects
Financial Results
• Financial Metrics
• Profitability Metrics
• Productivity Metrics
• Cost Metrics
The cause
Marketing Performance
Market Metrics
Customer Metrics
Competitiveness Metrics
Marketing Profitability Metrics
Digital Marketing Metrics
Marketing Performance Metrics
Performance Current Objective
Marketing Performance Metrics
PERFORMANCE
Current Objective
Market metrics
Product awareness 5 % 20 %
Share development index 35 50
Customer metrics
Customer satisfaction ( % very satisfied) 25 % 40 %
Customer retention ( annual ) 75 % 80 %
Competitive metrics
Performance advantage index
Customer value index
Marketing profitability metrics
Marketing return on sales
return on investment
Digital marketing metrics
Web site unique visits ( monthly )
Requests for information ( percent )
MARKETING METRICS
Notas do Editor
Introduction
Vision
Mission
Objective
SWOT Analysis
Opportunity Matrix
Marketing Segmentation
Target segmentation
Positioning Statement
Positioning Map
Mental Map
Brand Element
Point of Difference
Point of Parity
Brand Asset Valuator
Five Force Model
Strategy
A great day of sponsors and partners for awareness through those activities at there branding booths.
Each kilometer will have an highlight activation to motivate and encourage runners keep running toward the concert to finish the run.
This running activities will transport the participant into different wonderlands with many themes of colorful lights and music styles, promising to transport your mind, body and soul to a new world in a healthy way
Have more than 10,000 participants dating over with people across Thailand to become member of our Night Run
Our value preposition is the “we are fun run night event that “colorful outside and healthy inside” based on life long memory value that we claimed to deliver to our customers.
Threat Matrix
Low Probability of Occurrence / High Seriousness = High competition among competitors
High Probability of Occurrence / Low Seriousness = Increasing in labor wages leads to higher cost
Low Probability of Occurrence / Low Seriousness = Political situation in Thailand still unstable
Opportunities:
First mover benefits, new idea of running in conjucntion wtih music at night
Getting government support and subsedize
Get morre revenue from sponsorship due to healthy activities
Potential demand as new experience with reasonable price
Many expats living in Bangkok who seek for outdoor activities
Consumption on entertainment in Bangkok (Gen Y) increase
Threat
Competitors could imitate later on
Fail to make contracts with our event sponserships
Bad political situation
Secure and safe “terrorist attack”
Strength
Corporate governance
Good ability in adapting new ideas
Good understand of customer perceived value
Weakness
Our company is new with low brand awareness.
Because different culture and nationalities of out target Customer the will not perceive value equally some will be satisfied and some will not be
Not easy to associate with partners
Lack of experience in operation
There are more than 5.7 Millions people living in Bangkok and also 720,300 foreigner are living in Bangkok for studying and working purpose.Base on the statistic we find by ourselves, 31.7% Thai people from 15-35 years old and educated may have sufficicent income and interest in our event.
5.7 M * 31.7 % * 29 % + 720,000 * 30 % = 740,000 person
In amount of number in available market. We have 40% of them who have ...income, interest in night life activities and qualified to our event. After our findings, we could conclude that there are 160,250 people in our available market.
Geographic
Bangkok Area
Demographic
Age: 15 – 35 years old (Young adultsa & Adults)
Gender: All genders
Maritual status: Single or marriaged
Generation: Young Generation (Gen Y)
Education: Educated people
Income: 20,000 baht up
Occupation: Students, Officers...
All race and nationality
Behavioral Segmentation = We distinguish customers according to the occasion and benefit. The customers attend our event in normal occasion and use them for their own recreation
For the target market segment, we divide segment into 4 catagories which are from middle class and upper that are our segmentation for buying our ticket.
People in upper lowers and lower lowers classes cannot afford to buy our service, And people from 19 – 20 are students under financial controlment of their parents but their parent from middle class to lower upper class . People whose ages from 20 to 24 years old has income from
With the psycholographic segmentation, we use Vals system framework. Our consumers are inspired by Self – Expression Motivation.
They desire social and physical activities and variety which is matched with our running event
Base on the system, our consumers are in high resources and high innovation group and belong to experiencers group. They are young and willing to try new experience and alsp seek variety and excitement which Neon run could bring to our consumer.
Base on valuation, we select 2 segments to target
Single Segment concentration: Due to a small number of consumers in our segmentation. we select single segment concncetrate. Because, our business focus on unique event which is night run event.
By focus on single segment concentration: we could gain knowledge of the customer’s need and achieve strong market presence as well as earn high return on investment.
Motivator Factors :
Fun and enjoyable experience which created remarkable memories.
Neon accessories and be cool runner
Combination of running and light visual, neon color and music
which made customers exciting.
Dissatisfiers
Organized at rainy day
No famous singer
Mental map is the perception when the customer use our service.
Threat of new entrance: high
Low barriers of new entry
Easy to imitate
Low cost to enter the market
Bargaining powers of supplier: low
Service industry doesnt rely on supplier
Bargaining powers of buyers: High
There are 2 types of buyers: Medium
First: Sponsors: There are many choices for them
Second: Runner. Even our price is lower than competitors but they have many subsititute
Threat of new subsititute: Medium
-Customer could easy to choose activities
Rivalry among existing competitors: Low
Number of competitors is not much
Quality difference is high
Energized differentiation : measures the degree to which a brand is seen a diffirence from others and its perceived momentum and leadership.
Relevance : measures appropriateness and breadth of a brand’s appeal.
Esteem : measures perceptions of quality and loyalty, or how well the brand is regarded and respected.
Knowledge : measures how aware and familiar consumers are with the brand.
.
Ours in niche market , differentiated and appropriate for people healthy and entertainment activity, but known to only a relatively small audience , consumers are expressing curiosity and interest.
Differentiation : comfortable price , high margin no investment , using Thai currency , online payment system
Relevance : niche market, attraction on media for customers with run and plays , colorful under by music
Esteem : niche market , follower by competitor,
Knowledge : customer experiences with relative from other events ,
Neon run entertainment is niche market to enter in Thailand, there are many similar entertainment like Neo run but neo run entertainment is more enjoyable under music , plays , run and colorful at night in the same time .
Our target group: young who constantly seek to experience happiness and joyful
Our brand: Neon Run
Our concept: the first night run in Thailand
Our PODs: combination between running and music concert in conjunction with neon color
In comparison with our competitors as waterzonic. That is also the interting night event for young generation in Thailand
Be kool run with Neon accessories and body paint
is more about having fun and making memories, and simply blowing your mind!
This event is less about speed and more about enjoying a night of illuminating lights and neon glow body paint/powder under UV black lights with your friends and family.
Brand Personality is the perception of customer about NEON RUN. When customer think about NOEN run, they also relate our event with perception of the exciting night run event with full of electrifying adventure with music and glow color.
Our generic strategies will be differentiation focus. We will a unique product or service to a segment of the market. We focus on the group of people who want to join in outdoor activities with something is creative and interesting.
Because we are new service in Thailand market. Therefore, our service in the introduction time of the product life cycle and our business just starts to get sales and profits.
Run, walk, skip or dance your way through this electrifying adventure with music carrying you every step.
Run, Walk, Skip or Dance through this color and musical adventure, transforming you through light and sound from each stage to the next.
Cross the finish line and explode into the epic night
Our objective of price is maximum current profit because it is not high consumption product. Indeed, It idd difficult to set low price to increase our marketet share. Indeed, we want that the price will maximize the current profit, cash flow and return on investment.
Price method: Perceiving Value Method
Based on buyer image off our service performance. It is the most approved period of our company
We will set at high price high quality. And we will reserve big margin in order to make promotion to gain market share.
.
Marketing metrics
The set of measurements that helps them quantify , compare , and interpret their marketing performance .
MẢKET DEVELOPMENT INDEX :this is a ratio of market demand to market potential, 35 means that only 35 percent of market’s potential has been developed.
Customer retention : how loyal customers are , opportunity to grow