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Koh SichangIMC
Koh Sichang FeaturesA 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
The AttractionsVintage Palace
•Phra Chuthathut Palace
Peace at heart and soul
•Saan Chao Pho Khao Yai
Product information
Customer Research
Problem & Opportunity
Communication Objective
Creative Strategy
Media Strategy
Budget
Evaluation Strategy
The AttractionsPhotographer’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
Customer AnalysisTarget market : College students age 18-
24Age range: 18-24 Income level: 4000
onwardsEst. No. traveler: 4-7Geographic: Urban areaOccasion: Vacation,
Weekend
Product information
Customer Research
Problem & Opportunity
Communication Objective
Creative Strategy
Media Strategy
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Evaluation Strategy
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
Where would Target Market Search for Information
InternetMagazines Word of Mouth
Product information
Customer Research
Problem & Opportunity
Communication Objective
Creative Strategy
Media Strategy
Budget
Evaluation Strategy
Problem- Opportunity Analysis1. 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
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
Creative StrategyTheme: ExploreMessage Appeal: Friendly,
DiscoveringSelling Idea: Close to Bangkok,
Reasonable priceMood and Tone: Fun,
Excitement and FriendshipPresentation Method:
Testimonial
Product information
Customer Research
Problem & Opportunity
Communication Objective
Creative Strategy
Media Strategy
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Evaluation Strategy
Gantt ChargePoster 1: first 3 months
Gantt ChartPoster 1: first 3 months
•PosterCreate awarenessPromote trip
Gantt ChartPoster 1: first 3 months
•Print Advertisement: Magazine Cheeze and SeventeenPrint AdsAdvertorial (in month 6th)
Gantt ChartPoster 1: first 3 months
•EventSet up booth at 5 universities
(CU, MU, TU, ABAC and BU)Booth layout:
Shape of the island
Gantt ChartPoster 1: first 3 months
•Facebook PageClick like on FacebookPost pictures and video clips
Gantt ChartPoster 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”
Gantt ChartPoster 1: first 3 months
•Trip Money Refund ContestVisit Koh Sichang, post a video clip on
Facebook and win a chance to get money refund
With limitation of 30,000 baht
Bottom up ApproachTotal 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
Total Budget CostType 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
Budget allocation
Sales
Print ads 39.91%Events 29.65%Facebook (free)
Product information
Customer Research
Problem & Opportunity
Communication Objective
Creative Strategy
Media Strategy
Budget
Evaluation Strategy
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
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
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
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Evaluation Strategy
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
Social network FacebookPros: 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
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