collage workshop-how to understand our target market
TRANSCRIPT
About CHALACHOL• Founded by Somsak Chalachol in 1989.
•CHALACHOL has 4 sub-brands - CHALACHOL focus on A level of SES first
jobber. - Q CUT focus on A level SES teenage.- SALON DE BKK focus on A SES foreigner.and SALON DU GURU set a positioning for
being a premium brand.
A place to visit
13 stores in BANGKOK
AMARIN BANGKAPI RATCHAYOTHINCHANGWATTANATHONG LOR FASHION ISLAND
RAMA IIIRAMA IXSECON SQUARESIAM CENTERTERMINAL21LAD PHRAORATCHADA
BRAND ENDORSEMENT (reason to believe)
Somsak Chalachol is the top of mind as
the famous and professional hairdresser.So he endorses his brand himself
Won the Queen’s cup 2nd National Championship in 1984.Won the Golden scissors Championship in 1985.Won the Asia Hairdresser competition in Taiwan , 19867th from World competition in Italy, 1987Joined World competition as a trainer for Singapore team, 1989
TTarget market
DEMOGRAPHIC : MALE AND FEMALE22-30 years old
“B OVER” SOCIAL ECONOMIC STATUSFIRST JOBBER (OWN BUSINESS)
GEOGRAPHIC : URBAN AREA BANGKOK)BEHAVIORAL : CONSUME EXPERIENCE
EMOTIONAL LIFESTYLE INNOVATIVE
Business man woman, travel aboard.
Always dress perfectly.Good looking.
Spend their free timein exclusive place.
Use the best mobile,lap top, gadget or any staffs.
Concern about healthy, body and shape
They almost are first jobber(own business)22-30 years old. They are ambitious.
Always hang out and have some luxury items.
Luxury car
Urban lifestyle in urban area.Individual.
consume experience in coffee shop, meet , talk , business contact, Emotional is more important than functional
Restaurant and exclusive service
Hi-end brand so they should be in the A SES
CHALACHOL
BRAND POSITIONING STATEMENT
Is a salon for all “B OVER” SES first jobbers(mostly have their own business)whose age is around 22-30 years old , they live in urban area, consume experience from what activity they do, focus on emotional more than functional and they are also innovative.