2. Koh Sichang Features
A small beach island in Chonburi
Take less than 90 kilometer drive
from Bangkok
Product
information
Customer Research
Problem & Opportunity
Communication
Objective
Creative Strategy
Media Strategy
Budget
Evaluation Strategy
4. The Attractions
Photographer’s
Heaven
• Adsadang Bridge
•Chong Khao Kaad
Outdoor
Activities
•Kayak
•Banana boat
•Snorkeling
Product
information
Customer Research
Problem & Opportunity
Communication
Objective
Creative Strategy
Media Strategy
Budget
Evaluation Strategy
5. Customer Analysis
Target market :
College students age 18-
24
Age range: 18-24
Income level: 4000
onwards
Est. No. traveler: 4-7
Geographic: Urban area
Occasion:
Vacation, Weekend
Product information
Customer
Research
Problem & Opportunity
Communication
Objective
Creative Strategy
Media Strategy
Budget
Evaluation Strategy
6. Buying Habit
How much : The average price
range is around 1,500-3,500 baht
per night.
When: Mostly on occasion
holidays such as their Summer
season (after exam)
Product information
Customer
Research
Problem & Opportunity
Communication
Objective
Creative Strategy
Media Strategy
Budget
Evaluation Strategy
7. Where would Target
Market Search for
Information
Internet
Magazines
Word of Mouth
Product information
Customer
Research
Problem & Opportunity
Communication
Objective
Creative Strategy
Media Strategy
Budget
Evaluation Strategy
8. Problem- Opportunity
Analysis
1. Limited information about Koh
Sichang
Use informative campaign
2. Only search for more information
when have a place in mind
Involve in their daily activity
3. Increase in the use of internet
• Spend less time on TV
• Depend less on radio
Internet+ Friends
Product information
Customer Research
Problem &
Opportunity
Communication
Objective
Creative Strategy
Media Strategy
Budget
Evaluation Strategy
9. Communication Objective
“To create an understanding of Koh Si
Chang’s features to 70% of University
Students in Urban areas within 6
months.”
Product information
Customer Research
Problem & Opportunity
Communication
Objective
Creative Strategy
Media Strategy
Budget
Evaluation Strategy
10. Creative Strategy
Theme: Explore
Message Appeal:
Friendly, Discovering
Selling Idea: Close to
Bangkok, Reasonable price
Mood and Tone:
Fun, Excitement and Friendship
Presentation Method:
Testimonial
Product information
Customer Research
Problem & Opportunity
Communication
Objective
Creative
Strategy
Media Strategy
Budget
Evaluation Strategy
13. Gantt Chart
Poster 1: first 3 months
•Print Advertisement: Magazine
Cheeze and Seventeen
Print Ads
Advertorial (in month 6th)
14. Gantt Chart
Poster 1: first 3 months
•Event
Set up booth at 5 universities
(CU, MU, TU, ABAC and BU)
Booth layout:
Shape of the island
15. Gantt Chart
Poster 1: first 3 months
•Facebook Page
Click like on Facebook
Post pictures and video clips
16. Gantt Chart
Poster 1: first 3 months
•Free Trip
3 lucky winners who clicked like
Facebook page win a free trip to Koh
Sichang
There are an agreement to post the
picture in theme of exploring”
17. Gantt Chart
Poster 1: first 3 months
•Trip Money Refund Contest
Visit Koh Sichang, post a video clip on
Facebook and win a chance to get
money refund
With limitation of 30,000 baht
18. Bottom up Approach
Total budget is approved
by top management
Cost of activities are
budgeted
Activities to achieve
objectives are planned
Promotional objective
are set
Product
information
Customer
Research
Problem &
Opportunity
Communication
Objective
Creative
Strategy
Media Strategy
Budget
Evaluation
Strategy
19. Total Budget Cost
Type of medium Price (Baht)
Print Ads 220,420
Events 164,750
Facebook Free
Trips 141,500
Poster 26,520
Total 552,190
Product
information
Customer
Research
Problem &
Opportunity
Communication
Objective
Creative
Strategy
Media Strategy
Budget
Evaluation
Strategy
21. Cost efficiencies
CPM- Print Media
Product
information
Customer
Research
Problem &
Opportunity
Communication
Objective
Creative
Strategy
Media Strategy
Budget
Evaluation
Strategy
Cheeze Seventeen
Absolute cost 100,000 135,000
Circulation 52,000 55,000
Relative Cost 1.92 2.45
22. Campaign Pre-Test and
Post- Test Evaluation
Pre-Test:
In a laboratory with focus
groups, asking the target audience
how they feel about the campaign
Product information
Customer Research
Problem & Opportunity
Communication
Objective
Creative Strategy
Media Strategy
Budget
Evaluation
Strategy
23. Campaign Pre-Test and
Post- Test Evaluation
Post- Test
Number of Facebook page like
Surveys for recall and also by
asking the target audience if
about their knowledge of Koh
Sichang
Product information
Customer Research
Problem & Opportunity
Communication
Objective
Creative Strategy
Media Strategy
Budget
Evaluation
Strategy
24. Media strategy Evaluation:
Magazines
Pros:
The message can
be controlled
There are many
things we can do
with the features
Cons
Many magazines are
available as
alternatives
There are too many
ads per magazine
that can cause
clutter
Product information
Customer Research
Problem & Opportunity
Communication
Objective
Creative Strategy
Media Strategy
Budget
Evaluation
Strategy
25. Social network
Facebook
Pros:
Can reach a lot
of persons
through it
Allows the
target audience
to
communicate
directly with us.
Create “top of
mind
awareness”
Cons:
Updating and
providing quality
notes or
comments
constantly
Poor public
relations can
spread on
Facebook
Product information
Customer Research
Problem & Opportunity
Communication
Objective
Creative Strategy
Media Strategy
Budget
Evaluation
Strategy
