ChannelChannel4. Marketing Strategy4. Marketing Strategy

ChannelChannel4. Marketing Strategy4. Marketing Strategy

Off Off –– premise : premise : Trade ShowTrade Show

Theme : Bright & ClearEvent Name : Thailand Housing & Condo 13th. Location : Queen Sirikit National Convention CenterShow Period : 3 daysExpected Visitors : 50,000 pax.After show impact : 3 monthsActivities (see communication strategy) :

Temporary Showroom & Reservations ActivitySoft Opening / PR.Market Survey

ChannelChannel4. Marketing Strategy4. Marketing Strategy

Value Delivering based IMC.Classical MarketingExperienced Marketing

CommunicationCommunication4. Marketing Strategy4. Marketing Strategy

• Set Communication Budget as 3.00% of expected sales amount.

• Expected Sales Amount = 1190 MB• Communication Budget = 30 MB

ConceptConcept

BudgetBudget

AdvertisingAdvertising Public Public RelationRelation

Sales Sales PromotionPromotion

Direct Direct MarketingMarketing

• Mass Media

• Publication

• Outdoor Print Ad.

CommunicationCommunication4. Marketing Strategy4. Marketing Strategy

Personal Personal SellingSelling

• Grand Opening

• Press Release

• In store activities: Thai House & Condo 13th

• Discount Coupon co-promotion with INDEX

• TRUE Package with 10% Discount

• UBC Package with 10% Discount

• IPOD Premium Gift

• Direct Mail

• E – Newsletter

•Telemarketing

Training & Sales Force

-Sales Executive

-Telesales Staff

Sales Manual

5. Action Plan5. Action Plan

Action Plan Action Plan 1. Production Schedule & Budget

Activity Details Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec BudgetMedia content Brand Value Audit 180,000.00

Advertising Agency RecuitPresentation & Sign ContractRadio spotTV spotPublication AdvertisingBrochure, Reservation contract issueWebsite

Channel Location Survey & Select 9,000,000.00 Contractor Recuite for Sales OfficeBriefingDesign & Presentation for pitchingSign Contract with contractorInstallation (Structure & System)Project Hand Over & Systems TestingPre - Sales

Remark : Action Plan for Marketing Channel is included in production schedule & budget

Recruit

Design sale office

Prepare bidding documents

Bidding process

2. Operations Plan

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr MayAdvertising

TV 4,460,000.00 Radio 2,367,000.00

Newspaper 6,060,000.00

Magazine 510,000.00 Billboard 3,400,000.00 Transit 12,152,250.00

Website & Banner 60,000.00 Public RelationsGrand Opening 500,000.00 Press Release 50,000.00

Sales PromotionFurniture Coupon 720,000.00

Strategic Partners Promotion 500,000.00 Direct Marketing

Direct Mail 20,000.00 Personal Sales

Training & Sales Force 20,750.00

Activity Year 2005 Year 2006 Budget

Action Plan Action Plan

6. Implementation 6. Implementation ControlsControls

6. Implementation Controls6. Implementation Controls

Monitoring PlanningMonitoring Planning EvaluationEvaluation

• Budget vs Actual comparing• Questionnaire (at sales office) • Weekly meeting (sales & marketing)• Monthly meeting (management)• Sales progress report• Competitor update

• Number of call-in and walk-in visitors• Purchasing rate (compared to total walk-in)• Sales• Sales speed • Marketing expenses• Customer feedback and satisfaction

7. Financial Projection7. Financial Projection

7. Financial Projections7. Financial Projections

376.64

221.14353.20

(353.20)(28.53)

184.02(78.87)

1,190.91

(928.02)(102.00)(675.7)(76.90)(40.00)(33.41)

Total

376.64--Net cash flow after financing

444.90(136.81)(124.06)Net cash flow before financing

115.91184.72

(353.20)(15.68)

27.27117.49

-(7.94)

77.9751.00

-(4.91)

FinancingEquity injectedLoan drawn downLoan repaymentInterest expenses

(68.10)(10.77)-Income tax1,028.30162.62-Cash inflow

(515.30)-

(471.17)(30.76)

-(13.360

(288.66)-

(204.53)(30.76)(40.00)(13.36)

(124.06)(102.00)

-(15.38)

-(6.68)

Cash outflowLand CostConstruction costManagement costMarketing costMiscellaneous

200720062005Items

Net Profit before income tax 262.89 MBahtNet Profit Margin 22.10%Unleveraged IRR 23.10%Leveraged IRR 36.33%

Net Profit before income tax 262.89 MBahtNet Profit Margin 22.10%Unleveraged IRR 23.10%Leveraged IRR 36.33%

Thank youThank you

Group 1Group 1

4810224072นายอภิชยั นันทมนตรี 4810224057นางสาวณัฐชนัญ โกศลพงษ 4810224051นางสาวฐิตินันท วงษคํา 4810224045นางสาววิภาวี เพชรวราภา 4810224044นางสาววรัญญา มะอาจเลิศ 4810224042นายวรพจน เดชอุม 4810224039นางสาวตะวัน บุญบําเรอ 4810224035นางสาวสุทธดิา ทองจํารัส 4810224033นายยศศกัดิ์ ยุทธพงษธาดา 4810224031นางสาวกนิษฐา พิทยาวงศอานนท 4810224029นายสมพงษ แกวศรี 4810224017นางสาวอโนทสิา สัตยาวิรุทย 4810224002นายณัฐพล ลัคนลาวัณย 4810224001นางสาวพริมวดี ศัลยพงษ รหัสนักศกึษา ชื่อ – นามสกุล

AppendixAppendix

AppendixAppendix LocationLocation

AppendixAppendix BuildingBuilding

AppendixAppendix Master PlanMaster Plan

17 rai

AppendixAppendix Unit PlanUnit Plan

31 sq.m.(studio) 40 sq.m.

(1 bedroom)

60 sq.m.(2 bedroom)

AppendixAppendix FacilitiesFacilities

Swimming Pool

Garden

Fitness

Security

Playground

Radio• FM 105.5 Thai Pop Music• FM 106.5 Thai Pop Music• FM 95.5 Thai & International Music

TV• TVC 15 sec

Focus on Grand Openning : (launch July)• Channel 3 7 9

AdvertisingAdvertisingAppendixAppendixMass MediaMass Media

PublicationPublication

Magazine• Baan Lae Suan• Manager• Room

Newspapers •Tharn Sejtakij (Business Semi-Weekly) • Krungtep turakij• Manager•Thai Rath (Thai Daily)

Outdoor• Billboard Asoke-SukhumvitIntersection• Billboard Sathon Rd.

Advertising Advertising –– Outdoor Print Ad.Outdoor Print Ad.Transit• BTS In Train / Poster Above the Seat

• BTS In Train / Poster BulkHead

• BTS In Train / In-Train Card

• BTS In Train / Plasma Screen

AdvertisingAdvertisingAppendixAppendix

Description Total Baht 000's %SOV Apr-05 May-05 Jun-05 Jul-05 Aug-05 Sep-05 Oct-05 Nov-05 Dec-05 Jan-06 Feb-06 Mar-06 Apr-06TV 4,460 15.5% 588 2,500 588 392 392RADIO 2,376 7.3% 396 1,188 264 264 264NEWSPAPERS 6,060 21.1% 600 1,200 900 2,160 400 400 400MAGAZINE 510 1.8% 165 165 90 90OUTDOOR 3,400 11.8% 400 400 400 400 400 400 200 200 200 200 200TRANSIT 12,152 42.3% 1,298 1,298 1,298 1,298 1,298 1,298 623 623 623 623 623 623 623Website 60 0.2% 60Total 29,018 100.0%Production 982Budget 30,000

Grand OpeningBrand Relationship

Experienced Activities with celebrity

Press & Exclusive invitation

Project Presentation

Sky Train Project Presentation

Public RelationPublic RelationAppendixAppendix

Press ReleasePost show report

Progressive report

Newspaper, Magazine , TV and Newsletter

In store activities : Thailand Housing & Condo 13th.o Launching Project

o Pre / Post Publicizing

o Sales Promotion

o After show contact

: เลือกลงโฆษณาเต็มหนาและครึ่งหนาโดยเลือกลงทัง้สแีละขาวดํา- Thairath ราคา 288,000 บาท- Tharn Sejtakijราคา 197,200 บาท- Krungtep Turakij ราคา- Phoo Jad Karn ราคา 167,800 บาท

NEWSPAPER

: เลือกใชสปอต 30 วิ โดยเลือกลงสปอต- คลื่น FM 105.5 ราคา 2,400 บาท- คลื่น FM 106.5 ราคา 3,200 บาท- คลื่น FM 95.5 ราคา 1,500 บาท

RADIO

: เลือกลงสปอตชอง 3,7,9 โดยใชสปอต15 วินาที -รายการละครชวง 20.25 – 22.25 น.ของชอง 3,7 ที่ราคา 420,000 – 450,000 บาท- รายการวีไอพีชวง 20.30 – 21.30 น.

โทรทัศน

Back upAppendixAppendix

: เลือกลงสปอตโฆษณาบริเวณดานบนของที่นั่งจํานวน3 ปาย/ 1 ขบวนทั้งหมดมี 15 ขบวน รวมโฆษณาทั้งหมด 45 ปาย- ราคา 135,000 บาท/เดือน

BTS

: - Billboard Asoke – Sukhumvit Intersection- Billboard Sathon- ราคา 180,000 – 300,000 บาท

OutdoorBack up

AppendixAppendix