Krungsri Marketing Campaign

KRUNGSRI FIRST CHOICE KRUNGSRI

THE STP THE STP

EGMENTATION S

OCCUPATIONS INCOME AGE

S

OCCUPATIONS BUSINESS OWNERS OFFICE WORKERS BLUE COLLAR WORKERS GOVERNMENT OFFICIALS

INCOME

< 20,000

20,001-40,000

> 40,000

AGE

HIGH SCHOOLERS UNIVERSITYSTUDENTS WORKING AGE RETIRED

TJOB:

INCOME: AGE:

LOW-MID

ARGETING OFFICE & ETC.

WORKING

T

OSITIONING

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

PP

SWOT SWOT

ANALYSIS

STRENGTHS SWOT

GREAT PROMOTIONS GENEROUS LOAN RATES MANY PARTNERSHIPS CONVENIENCE EASY ACCEPTANCE CARD FITS FINANCIAL NEEDS

WEAKNESSES SWOT

SOME CUSTOMERS DON’T USE CARD

CUSTOMERS EXPLOIT THEIR PROMOTIONS

OPPORTUNITY SWOT

FIND A NEW MARKET

MAKE LONG TERM CAMPAIGN TO RETAIN NON LOYAL CUSTOMERS AND TURN THEM INTO LOYAL ONES

THREATS SWOT

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

OBJECTIVES OBJECTIVES

1. CAPTURE

TARGET GROUP

NEW 1.

TARGET GROUP

NEW STUDENTS

UNTAPPED MARKET

HIGH POTENTIAL

SPEND A LOT

BUILD LOYALTY EASILY

“MORE THAN 2MILLION UNI STUDENTS”

2. ENCOURAGE

CARD USING LONG TERM 2.

CONSUMERS MANY GET THE CARD ONLY MANY

FOR SIGN UP BONUS SHORT TERM PROMOTIONS

INCREASING CUSTOMERS

RELATIONSHIPS TAKES TIME

TIME

LOYALTY

CREATE A CAMPAIGN TO RETAIN NON LOYAL

CUSTOMERS TURN THEM INTO

LOYAL ONES

STRATEGIES STRATEGIES

EXCLUSIVE FAIR FOR

FIRST CHOICE MEMBERS

1 strategy

MEGA FAIR FOR KRUNGSRI FIRSTCHOICE MEMBERS ONLY

BRANDNAME SHOPPING PLACE

Fashion & Women accessories

Sports & Men’s products

Home appliances

Travel packages

IT & Gadgets

EXCLUSIVE PRIZE THAT CAN BE REDEEM ONLY BY KRUNGSRI POINTS

ENCOURAGE PEOPLE TO COLLECT POINTS!

MINI CONCERT BUILD UP ATMOSPHERE

COVER CONTEST ENCOURAGE INTERACTION

WITH CUSTOMERS

INSTANT SIGN UP ENTER THE FAIR RIGHTAWAY

BUILD

ENGAGE GET

RELATIONSHIPS

INSIGHT WITH POTENTIAL CONSUMERS

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

LAUNCH THE

WORLD CUP LUCKY DRAW!

2 strategy

WORLD CUP IS

COMING

PEOPLE ARE CRAZY ABOUT IT!

LUCKY DRAW BASED ON SPENDING WINNER GET THE TICKETS

TO WORLD CUP FINAL MATCH

THE MORE YOU SPEND THE MORE CHANCE YOU GET

EVERY 1,000 BAHT

GET 1 CHANCE

5 REWARDS 20 LUCKY

PEOPLE

Fly to Brazil with Krungsri Firstchoice

Once in a lifetime experience with Krungsri Firstchoice.

Have an extraordinary vacation in Brazil with Krungsri Firstchoice

All accommodations are provided by Krungsri Firstchoice!

HOW MUCH?

TOTAL 258K /PERSON

WORLD CUP TICKET

PLANE TICKET

HOTEL

TOUR COMPANY

EATING & TRAVEL EXPENSES  

20K

60K

18K

100K

60K

2ND PRIZE

1 Baht gold for 30 prizes 20,000 baht per prize

3RD PRIZE

Samsung LED 28’’ 20 prizes

Canon IXUS 510 20 prizes

8,990 BAHT 8,200 BAHT

ADVERTISING CAMPAIGN

TELEVISION COMMERCIALS

SOCIAL MEDIA

ADVERTISE ON BTS

TOTAL 20.3 M

9 M

0.5 M

4.8 M

TOTAL COST FIRST PRIZE

SECOND PRIZE

THIRD PRIZE

ADVERTISING CAMPAIGN

TOTAL 27 M

6 M

0.6 M

0.25 M

20.3 M

INCREASE USAGE INCREASE LOYALTY

ATTRACT PEOPLE TO SIGN UP

BENEFIT

THIS STRATEGY CAN BE

RECYCLE

INTRODUCE THE STUDENT CARD

3 strategy

“SCHOOL IS COOL”

UNIVERSITY STUDENTS 18+ OLD

THAI CITIZEN

ELIGIBILITY CRITERIA

17%

35% 21%

27%

STUDENT ALLOWANCE

<5,000

5,000 - 7,500

7,500 - 10, 000

<10,000

BASIC NO INCOME NEEDED

BASIC

LIMITED CREDIT LINE

7,000

STUDENT CAN SIGN UP BY THEMSELVES

INDIVIDUAL HAS PART TIME JOB

INDIVIDUAL

CREDIT LINE CAN BE EXPANDED

wow !

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

DEBIT DEBIT DEBIT OPTION ALSO AVAILABLE

PROMOTION: FIT EVERY TEENAGERS

LIFESTLYE

BOOKWORMS Promotions from popular bookstores & stationary

Discount for optics

JOCKS LIFE

EXERCISE WITH PROMOTION FOR FUN ACTIVITIES!

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

FOOD LOVER SPECIAL PROMOTIONS ON BUFFETS

SHOPAHOLICS ENJOY PROMOTIONS FROM VARIOUS STORES

ONLINE SHOPPING NOW EASY!!

TECH SAVVY PAY IN INSTALLEMENTS TO FULFILL YOUR TECH NEEDS!

NO LIFE! UNIVERISTY HAS TAKEN

OVER MY LIFE!

NO LIFE!

INTEGRATE WITH RABBIT CARD

Even more convenience!

RABBIT CARD CONVENIENT FOR STUDENTS

ON THE GO

RABBIT CARD

COFFEE PROMOTIONS

COFFEE PROMOTIONS

PULLING AN ALL NIGHTER FOR EXAMS?

FIRST CHOICE’S GOT YOUR BACK!

BUY1 FREE1 AFTER 9PM BUY1 FREE1 AFTER 9PM

1%CASHBACK ON ALL OTHERLIFESTYLE

CASHBACK 5% ON A DIFFERENT CATEGORY EACH MONTH

CATEGORIES

NO PROMOTION? NO PROBLEM!

NO PROMOTION? NO PROBLEM!

SIGN UP BONUSES FREE BONUS POINTS!

& WELCOME GIFT

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

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

PROMOTE BY PROMOTE BY

CAMPUS TOURS

MEDIA SOCIAL

BUZZ MARKETING

UPGRADE INVITATION

+ SPECIAL OFFER AFTER GRADUATE

REFERRAL PROGRAM INVITE FRIENDS

GET COOL PRIZES

10+ referrals

5-9 referrals CASH CREDIT

KRUNGSRI FIRST CHOICE

IT’S ‘MY’ CHOICE

STUDENTS WILL SAY STUDENTS WILL SAY

Q&A Q&A Amanda Chitphakdithai Chutinatsamon Santisutham Natta Chaisiripant Patcharee Montatip

MEMBERS