A marketing campaign proposal presentation for a case study done back in Service Marketing Class back in 2013.

1. KRUNGSRI
FIRST CHOICEKRUNGSRI

2. THE STPTHE STP

3. EGMENTATION
S OCCUPATIONSINCOME
AGE
S

4. OCCUPATIONS
BUSINESS OWNERS
OFFICE WORKERS
BLUE COLLAR WORKERS
GOVERNMENT OFFICIALS

5. INCOME
< 20,000
20,001-40,000
> 40,000

6. AGE
HIGH SCHOOLERS
UNIVERSITYSTUDENTS
WORKING AGE
RETIRED

7. TJOB:
INCOME:
AGE:
LOW-MID
ARGETINGOFFICE & ETC.
WORKING
T

8. OSITIONING
FIRST CHOICE
DESCRIBES THEMSELVES AS THE
SOLUTION FOR ALL OF THEIR
CONSUMER’S FINANCIAL NEEDS
THAT OFFERS THE BEST DEALS
FOR
PP

9. SWOTSWOT
ANALYSIS

10. STRENGTHS
SWOT
GREAT PROMOTIONS
GENEROUS LOAN RATES
MANY PARTNERSHIPS
CONVENIENCE
EASY ACCEPTANCE
CARD FITS FINANCIAL NEEDS

11. WEAKNESSES
SWOT
SOME CUSTOMERS
DON’T USE CARD
CUSTOMERS EXPLOIT THEIR
PROMOTIONS

12. OPPORTUNITY
SWOT
FIND A NEW MARKET
MAKE LONG TERM CAMPAIGN
TO RETAIN NON LOYAL
CUSTOMERS AND TURN THEM
INTO LOYAL ONES

13. THREATS
SWOT
COMPETITORS HAVE
LARGER SCOPE
COMPETITORS HAVE OFFERS
THAT SEEM BETTER TO
POTENTIAL CUSTOMERS
TARGET CONSUMERS HAVE
LOW LOYALTY RATE

14. OBJECTIVESOBJECTIVES

15. 1.
CAPTURE
TARGET GROUP
NEW1.

16. TARGET GROUP
NEW
STUDENTS
UNTAPPED MARKET
HIGH POTENTIAL
SPEND A LOT
BUILD LOYALTY EASILY
“MORE THAN2MILLIONUNI STUDENTS”

17. 2.
ENCOURAGE
CARD USING
LONG TERM
2.

18. CONSUMERSMANY
GET THE CARD ONLY
MANY
FOR SIGN UP BONUS
SHORT TERM
PROMOTIONS

19. INCREASING
CUSTOMERSRELATIONSHIPS
TAKES TIME
TIME
LOYALTY

20. CREATE A CAMPAIGN
TO RETAIN NON LOYAL
CUSTOMERS
TURN THEM INTO
LOYAL ONES

21. STRATEGIESSTRATEGIES

22. EXCLUSIVE FAIR FOR
FIRST CHOICE
MEMBERS
1strategy

23. MEGA FAIR FOR
KRUNGSRI
FIRSTCHOICE
MEMBERS ONLY

24. BRANDNAME
SHOPPING PLACE

25. Fashion & Women accessorie

26. Sports & Men’s products

27. Home appliances

28. Travel packages

29. IT & Gadgets

30. EXCLUSIVE PRIZE THAT
CAN BE REDEEM ONLY
BY KRUNGSRI POINTS
ENCOURAGE PEOPLE
TO COLLECT POINTS!

31. MINI CONCERT
BUILD UP ATMOSPHERE

32. COVER CONTEST
ENCOURAGE INTERACTION
WITH CUSTOMERS

33. INSTANT SIGN UP
ENTER THE FAIR
RIGHTAWAY

34. BUILD
ENGAGE GET
RELATIONSHIPS
INSIGHTWITH POTENTIAL
CONSUMERS

35. ALL IN ONE BENEFIT
1. INCREASE RELATIONSHIPS
2.ACQUIRE NEW CUSTOMERS
3.COLLECT INFORMATION

36. LAUNCH THE
WORLD CUP
LUCKY DRAW!
2strategy

37. WORLD CUP IS
COMING

38. PEOPLE ARE
CRAZY ABOUT IT!

39. LUCKY DRAW BASED ON SPENDING
WINNER GET THE TICKETS
TO WORLD CUP
FINAL MATCH

40. THE MORE
YOU SPEND
THE MORE CHANCE
YOU GET

41. EVERY 1,000 BAHT
GET 1 CHANCE

42. 5 REWARDS
20 LUCKY
PEOPLE

43. Fly to Brazil with
Krungsri Firstchoice

44. Once in a lifetime experience
with Krungsri Firstchoice.

45. Have an extraordinary vacation in
Brazil with Krungsri Firstchoice

46. All accommodations are provided
by Krungsri Firstchoice!

47. HOW MUCH?
TOTAL 258K /PERSON
WORLD CUP TICKET
PLANE TICKET
HOTEL
TOUR COMPANY
EATING & TRAVEL EXPENSES
20K
60K
18K
100K
60K

48. 2ND PRIZE
1 Baht gold for 30 prizes
20,000 baht per prize

49. 3RD PRIZE
Samsung LED 28’’
20 prizes
Canon IXUS 510
20 prizes
8,990 BAHT 8,200 BAHT

50. ADVERTISING
CAMPAIGN
TELEVISION COMMERCIALS
SOCIAL MEDIA
ADVERTISE ON BTS
TOTAL 20.3 M
9 M
0.5 M
4.8 M

51. TOTAL COST
FIRST PRIZE
SECOND PRIZE
THIRD PRIZE
ADVERTISING CAMPAIGN
TOTAL 27 M
6 M
0.6 M
0.25 M
20.3 M

52. INCREASE USAGE
INCREASE LOYALTY
ATTRACT PEOPLE TO SIGN UP
BENEFIT

53. THIS STRATEGY CAN BE
RECYCLE

54. INTRODUCE THE
STUDENT CARD
3strategy
“SCHOOL IS COOL”

55. UNIVERSITY
STUDENTS
18+ OLD
THAI CITIZEN
ELIGIBILITY CRITERIA

56. 17%
35%21%
27%
STUDENT ALLOWANCE
<5,000
5,000 - 7,500
7,500 - 10, 000
<10,000

57. BASIC
NO INCOME NEEDED
BASIC
LIMITED CREDIT LINE
7,000
STUDENT CAN SIGN
UP BY THEMSELVES

58. INDIVIDUAL
HAS PART TIME JOB
INDIVIDUAL
CREDIT LINE CAN BE
EXPANDED
wow !

59. COSIGNED
MUST BE COSIGNED
WITH GAURDIAN
COSIGNED
IF STUDENT FAILS TO PAY
BILLS WITHIN 3 MONTHS,
GAURDIAN MUST PAY WITH
GAURDIAN RATE.
love you mom

60. DEBITDEBIT
DEBIT OPTION ALSO
AVAILABLE

61. PROMOTION:
FIT EVERY TEENAGERS
LIFESTLYE

62. BOOKWORMS
Promotions from popular
bookstores & stationary
Discount for optics

63. JOCKS LIFE
EXERCISE WITH PROMOTION
FOR FUN ACTIVITIES!

64. ENTERTAINMENT BUFFS
BUY 1 GET 1 FREE MOVIE
TICKETS
REDEEM POINTS FOR
DISCOUNTS ON CONCERTS

65. FOOD LOVER
SPECIAL PROMOTIONS
ON BUFFETS

66. SHOPAHOLICS
ENJOY PROMOTIONS
FROM VARIOUS
STORES

67. ONLINE SHOPPING
NOW EASY!!

68. TECH SAVVY
PAY IN INSTALLEMENTS
TO FULFILL YOUR TECH
NEEDS!

69. NO LIFE!
UNIVERISTY HAS TAKEN
OVER MY LIFE!
NO LIFE!

70. INTEGRATE WITH
RABBIT CARD
Even more convenience!

71. RABBIT CARDCONVENIENT FOR STUDENTS
ON THE GO
RABBIT CARD

72. COFFEE
PROMOTIONS
COFFEE
PROMOTIONSPULLING AN ALL NIGHTER FOR EXAMS?
FIRST CHOICE’S GOT YOUR BACK!
BUY1 FREE1
AFTER 9PM
BUY1 FREE1
AFTER 9PM

73. 1%CASHBACKON ALL OTHERLIFESTYLE
CASHBACK
5%ON A DIFFERENT CATEGORY
EACH MONTH
CATEGORIES
NO PROMOTION?
NO PROBLEM!
NO PROMOTION?
NO PROBLEM!

74. SIGN UP BONUSES
FREE BONUS POINTS!
& WELCOME GIFT

75. INTERACTIVE FINANCIAL
MANAGEMENT PROGRAM
ONLINE!
CHECK BALANCE
GIVE ADVICE
HELPS PLAN
PAY BILLS

76. MOBILE APP!
CHECK CREDIT
FIND TRENDY SPOTS
CHECK POINTS
FUND MANAGING

77. PROMOTE BYPROMOTE BY
CAMPUS
TOURS
MEDIA
SOCIAL
BUZZ
MARKETING

78. UPGRADE
INVITATION
+ SPECIAL OFFER
AFTER GRADUATE

79. REFERRAL PROGRAM
INVITE FRIENDS
GET COOL PRIZES
10+ referrals
5-9 referralsCASH
CREDIT

80. KRUNGSRI
FIRST CHOICE
IT’S ‘MY’ CHOICE
STUDENTS WILL SAYSTUDENTS WILL SAY

81. Q&AQ&A
Amanda Chitphakdithai
Chutinatsamon Santisutham
Natta Chaisiripant
Patcharee Montatip
MEMBERS