4. S ocial P olitical L egal D emography T echnology SPEELTD Attitude to alcohol drink Political situation Limit alcohol trading by law Not use complicated technology Target group 24% BA620 Marketing Management E conomic E nvironment Declined economic Natural environment effect to material Situation Analysis
6. Market Structure Premium : local made products price 45 - 75 Bht. Medium : local made products price < 35 Bht. Super-premium : imported products price > 75 Bht. BA620 Marketing Management
7. Industry Analysis : Five-Forces New Entry Substitution Product Customer Bargaining Power Suppliers Competitor No new entry because of no business motivation Only 3-4 brands in the market Customer cannot perceive the difference between RTD and other low alcohol drinks High of customer bargaining and low brand loyalty Low : Not complicate production, many manufacturers and common packaging BA620 Marketing Management
22. Target Consumers Gender : Female / Male Age : 26 – 30 Earning : More than 10,000 Education : Cover all educational level Life Style : Social drinkers, Modern Society First Target Group Gender : Female / Male Age : 18 - 25 Earning : More than 10,000 Education : Cover all educational level Life Style : Social drinkers, Modern Society Second Target Group
28. Advertising TV Radio Internet PR Sales Promotion Below the line Event Grand Opening Free Trial Sweepstakes Pretty girl Seasonal Marketing Music Marketing Sport Marketing Sponsorship Above the line BA620 Marketing Management Promotion (IMC)
29. Free Trial Sweepstakes Pretty girl Advertising TV Radio Internet PR Sales Promotion Below the line Event Grand Opening Seasonal Marketing Music Marketing Sport Marketing Sponsorship Above the line BA620 Marketing Management Radio T.V. Internet &Magazine FM 95.5 Virgin Hitz FM 97.5 Seed FM M-Web , Sanook A-Day , FHM , MTV Magazine Promotion (IMC) I Love the Night Live Five Live Seed TV
30. Grand Opening PR Sales Promotion Below the line Event Free Trial Sweepstakes Pretty girl Seasonal Marketing Music Marketing Sport Marketing Sponsorship Promotion (IMC) BA620 Marketing Management Central Airport Plaza (Chiangmai) Center Point (Bangkok) The Mall (Nakornrachasrima) Free Premium& Free Trial Pretty Girl & Handsome Boy Bartender Contest Sponsorship X-Game Sport Pattaya music Valentine Day Songkarn Festival Halloween New year festival
32. Monitoring Balanced Scorecard BA620 Marketing Management B/(W) 8 35 17 2% 34% 13% Plan Time Inventory turnover Mil Baht Revenue from new flavor Mil Baht Cost per channel % ROS % Profit margin % Sales growth Actual Indicator Perspective Financial 2550
33. Monitoring BA620 Marketing Management Balanced Scorecard B/(W) 90 1 45 55 Plan % Brand Awareness Ranking Rating from customer Survey % % of Customer Satisfaction % Market Share Actual Indicator Perspective Customer 2550
34. Monitoring Internal Learning & Growth BA620 Marketing Management Balanced Scorecard B/(W) 10 3 3 270 1 Plan % % of feedback from customer % Turnover rate Outlets No.of on-premise Channel Days Time to Market Flavors No. of new flavor Actual Indicator Perspective
35. Pro forma Income Statement BA620 Marketing Management 63% 18 (3) (5) (182) 197 (383) 580 2009 20% 17% 8% 7% % growth 50% 22% 12% 12% % growth 25% 12% 13% % growth 15 10 Net Income (3) (2) Income Tax 30% 60% 55% Market Share (6) (6) Other expenses (169 ) (152) Less Selling&Admin Exp. 184 163 Gross Profit (356) (317 ) Less COGS 540 480 Revenue 2008 2007 (Unit: Mils Baht )