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ภ1. ภ(Executive Summary) 2. ภภ! (Current Marketing Situation)
3. ภ" ภ/ $ % ภ! / & / (Opportunity / Threats and Strengths / Weaknesses) 4. (Objectives) 5. ภ'( ภ(Marketing Strategies) 6. " ภ)ภ* ! (Action Programs) 7. (Budget) 8. ภ(Controls)
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Situation Analysis Market Segment Identification and Analysis
SWOT Analysis: Strengths, Weaknesses,Opportunities, Threats
Strengths Weaknesses Opportunities Threats Overall Market Segment A Segment B Segment C Segment D
Products (Direct competitor) Home Corner
Strengths
Products (Indirect competitors) Doi Kham
Strengths
Weaknesses
• Own plantations • Part of the Royal project of His Majesty • ISO 9002 • Well established • Long similar product line • Intensive distribution • Many similar product line • Quite a well know company • Many similar product line
• Lack of variety of flavors
Best Food
Imperial
QP
Weaknesses
• Support from Trade • Shorter storage life Promotion Department of • Limited distribution Thailand channel • Varieties of flavors • Strong Thai identity
• Not much ads
• Not much ads and promotions • Low brand awareness
5.
Competitor
Analysis
D. Strength of Competitors by Segment Major Competitors Segment A Segment B Segment C Segment D
+ = we are better - = we are worse
Market positioning (Fruit content VS Price)
Expensive (High Price) Import Jam Home Corner Daddy Jam
High fruit content
Low fruit content
Imperial
Doi Kham QP
Best Foods Retailersâ&#x20AC;&#x2122; brands
Cheap (Low Price)
Low Fat
Select Tuna Relevant Differentiation
Attractive
Nutrition
/ %
Healthy & Brain
Resolution
Sumsung Relevant Differentiation
Stylish
Innovative
Sony
Reliable
Together
MK Suki Relevant Differentiation
Warm/Sharing
Individual
Fast & Convenience Fast Food
Guru
Relevant Differentiation
Good Taste
Any-Body
Easy to Cook
High Price Rolex Seiko Relevant
Swatch
Differentiation
Innovative
Low Price
Image
Price
Esso Jiffy Relevant Differentiation
Clean Toilet
Services
Shell
Promotions
Corporate Image
Land & House Relevant Differentiation
Trustworthy
Other projects
Design & Style
Low Down Payment
% ) ก ' (ก)
2 )%; (ก)
%+
40%
30%
ก &
20%
ก ก $
10%
! # ! #ก%#)( ' $94$ ' ก =$&
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)
30%
ก 2 #2 )
20%
# ก + % ก '
10%
! # ! #ก%#)( ' =$&
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$94$
% + Fast Food Target Customers: % % % 2 % !# Order Qualifiers : ) 2* &
) E + ) !" 23 !" % 2 % %" )
Order Winners : 2*& ก & .
24 &3(ก ก
% ( + 2 . ( Target Customers: Supermarket Chains Order Qualifiers : ) 2* & ) E Specification 2 2 ) & & . * Order Winners: 24 &3(ภภ( # 0 ) )
1 #% ก * # * Eก & ตัวอยางงบประมาณสงเสริมการตลาด - คาใชจายสื่อโฆษณา (Media) - คาใชจายผลิตวัสดุโฆษณา (Production) - คาใชจายปายโฆษณา (Billboards) - คาใชจายประชาสัมพันธ (Public Relation) ยอดรวมคาใชจาย Above-The-Line - คาใชจายสงเสริมการขายสูร านคา - คาใชจายสงเสริมการขายสูผูบริโภค - คาใชจายสงเสริมการขายที่จุดขาย - คาใชจายในการจัดเรีย งตั้งโชว - คาใชจายอื่นๆ ยอดรวมคาใชจาย Below-The-Line ยอดรวมคาโฆษณาและสงเสริมการขาย
ปที่แลว
ปงบประมาณ
% แตกตาง
1 #% ภ(Action Plan) 1. %& 3 ' 2 ) $+ 2. 0y=E $+ 3. %& ภ4 04) 4. # % + 5. ภ2& 2 )
1
2
3
4
5
6
7
8
9
10
11
12
# * E 2000.00 8000.00 3000.00 4000.00 30000.00
Advertising Objective: • To generate brand awareness and accomplish the company’s brand name ‘Daddy jam’ to be the share in mind the Thai market • To provide information of our company’s products and our sales promotion activities for persuade customer to buy our products
Advertising strategies: for only year 2004 Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Total Cost
Billboard
187,500
Sponsorship
230,000
Magazine
192,750
Radio
128,600
Total
738,850
Sales promotion strategies: for year 2004 Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Total
Consumer Promotion Free Samples
201,778
Discount
80,000
Contest
23,220
Sweepstake
60,351
Premium
80,000
Leaflet & Poster
27,710 473,059
Trade Promotion Trade Discount
51,202
Free Goods
40,124
Promotional Allowance
96,000
Special Incentive
20,000 207,326
Hotel Promotion Trade Discount
15,735 15,735
Public Relation Grand Opening
50,000
Money Donation
30,000 80,000
Trade Fair & Exhibition
THAIFEX
40,000
BOI Fair
40,000
Made In Thailand
40,000 120,000 Total
896,120
Sales promotion strategies: for year 2005 Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Total
Consumer Promotion Discount
80,000
Contest
23,220
Sweepstake
67,778
Premium
80,000
Leaflet & Poster
27,710 278,708
Trade Promotion Trade Discount
38,059
Free Goods
29,622
Special Incentive
20,000 87,681
Hotel Promotion Trade Discount
16,050 16,050
Public Relation Money Donation
30,000 30,000
Trade Fair & Exhibition
THAIFEX
40,000
BOI Fair
40,000
Made In Thailand
40,000 120,000
Total
532,439
Back
ก '( - H ' % (
A
B
%ก '
%ก '
C
D
E
F
D
%ก ' %ก ' % ( ( %& + % ( ( %& +
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ก ก
ก ก - !" - - # $ - % % " ก %
( )
1 2 3 4 5 6 7 8 9 10 11 12
12.00m. 4.00m.
(3) 2.00m.
(1)
Production
(2)
Office
(4)
(3.1)
(1.1) 1.00m.
Q.C.
2.00m.
4.00m.
(5)
ุ 0.50m.
(9)
4.00m.
(6)
Fruit Inventory
Locker
2.00m. (9.3)
12.00
(7)
Toilet
(9.1)
Security Station
4.00m.
1.00m. 2.00m.
Chemical Inventory
1.02m.
18.00
4.00m.
3.00m. 5.00m.
(9.2)
(8)
ุ 1.00m.
(10) washing
20.00m.
seed & peel remover
(8.1)
mixer & coil
3.00m.
(8.2) 6.00m.
ุ 0.44m.
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(11)
1.00m.
holding
20.00
weight
(8.3)
(8.4)
7.00m. 4.00m.
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(13)
(11.2)
(14)
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(12) 3.00m.
ุ 0.53m.
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3.00m.
4.00m.
packing
4.00m.
(12.2)
(16) Toilet
2.00m.
(15) 3.00m.
Prodoct Inventory
Bottle Stock
(12.1) (15.1) 4.00m.
2.00m.
(15.1)
5.00m.
Factory
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Think...
“Think the Unthinkable”
surapol.opa@tmbbank.com Tel 02-299-2805 01-868-3400