After you public company limited
After you
DESSERT CAFé
Introduction ‣
AFTER YOU BACKGROUND
‣
BRAND POSITIONING
‣
COMPETITORS & MEDIA SPENDING
‣
CAMPAIGN
‣
SUMMARY
AFTER YOU BACKGROUND
Background
After You dessert cafĂŠ operates dessert businesses since 2007. Founders are Miss Gulapat Kanokwatanawan & Mr. Maetup T.Suwan. After that many branches opened up around Bangkok. Now there are 18 branches at the end of 2016.
Target Group : “PREMIUM MASS” Signature Menu : SHIBUYA HONEY TOAST & KAKIGORI SHAVED ICE Went for IPO : December 2016
Background
Revenue : 606.4 million bath in 2016. CARG increase 47.5% from 2013-2016
Background
Main Media : Facebook , Instagram, Website & Line
Website : afteryoudessertcafe.com Facebook : After You Cafe (167,130 likes) Instagram : @afteryoudessertcafe / @mayafteryou Line : @afteryoucafe (32,327 followers)
AFTER YOU BRAND POSITIONING
Brand x positioning
Pioneer of dessert café especially “SHIBUYA HONEY TOAST” and leader in product innovations , quality product with excellent service , strategic location and strong brand awareness.
COMPETITORS/RIVALS MEDIA SPENDING & CAMPAIGN
Competitors/ Rivals
Kyo Roll En
The Company is categorized as Café / Bars which is the outlet with many kind of beverages, including the desserts and a variety of menus in it. So, their rivals are Pancake Café, Swensens, Mr. Jones' Orphanage, Iberry, Kyo Roll En, including any coffee shop selling desserts such as Coffee World, Others Homemade’s Dessert Cafe’ and Copying Brand.
Swensens
Coffee World
MEDIA SPENDING
Media x Spending After You Dessert CafÊ paid for newspaper for advertising in last 5 years in the other hand they’ve got share and mention by their customer on social media to get known widespread in short time but free.
Media x Spending
COMPETIORS CAMPAGIN & CSR
x Facebook Content
New menu promoting Influencer marketing
x Facebook Content
New menu promoting Influencer marketing
Facebook Content
‣ ‣ ‣ ‣
New menu promoting Sale Promotion / Privilege Influencer marketing Online Marketing Campaign
‣ ‣ ‣
‣
New menu promoting Sale Promotion / Privilege Online Marketing Campaign
New menu promoting ‣ Sale Promotion / Privilege ‣ Influencer marketing ‣ Online Marketing Campaign
KYO ROLL EN
Facebook Content SWENSENS
COFFEE WORLD
Facebook Content Comparison
AFTER YOU CSR ACTIVITIES IN 2016
In 2016, the Company has organized the following social activities The Company's revenue from sales has been donated to foundation such as "Brother and Sister's Fun" and “Chaipattana Foundation”
Corperate Social Responsbility
Organized dinner and donated food or equipment such as donate to Pak Kret Remand Home for Boys, donate sweaters and blankets to people in the poverty areas in north of Thailand , "Sense of Happiness” , "After You for Dogs"
Corperate Social Responsbility
“Together with love”
“Exclusive CW House Blend Tasting and Workshop 2016”
“Children’s Day Activity”
“Coffee World Truck”
“M.A.D. – Make A Difference 2013-2017”
Corperate Social Responsbility
“Together with love”
“Children’s Day Activity”
“Exclusive CW House Blend Tasting and Workshop 2016”
“Coffee World Truck”
“M.A.D. – Make A Difference 2013-2017”
AFTER YOU CAMPAIGN
Campaign Introduction We think about risk of raw material procurement and rising prices (following to annual report) the over-supply of agriculture commodities We need to supporting Thai agriculturist We see the opportunity to create a social media campaign that enhance customer engagement
Finally, we create “AFTER FRUITAGE� Campaign
SATUN
PRACHUAP KHIRI KHAN
Fruit price fall
PHICHIT
PHATTHALUNG
Marketing Strategies Creating Shared Value (CSV)
Rainy Season(Q3 Fruit of the year)
Rambutan
Salacca
Durian
Guava
Banana
Grape
Starfruit
Pineapple
Longan
Thai grapefruit
Custard apple
etc.
Example Fruity Menu EXAMPLE : FRUIT MENU FROM AFTER YOU AND OTHERS SHOP
not just rainy season fruit**
MAYONGCHID
DURIAN
PINEAPPLE
GRAPE
STARFRUIT
Business Objective
To increase the image regarding corporate social responsibility To build and sustain mutually beneficial relationships with agriculturist To maintain and increase customer base To create brand loyalty
Marketing Objective Create and nurture a strong relationship with a customer. &
To enhance engagement through  social media campaign.
Communication Strategies Branding Strategy - CEO Branding Strategy - via Ms.Kulapat “May” Kanokwatanawan’s Instagram (@mayafteryou) share “After Fruitage” campaign picture to promote and create campaign awareness and also gain public attention. PR, Adverting & Message Strategies - Long term brand image - Brand loyalty - Experiential Marketing > Brand Advocacy - Word-of-mouth
AFTER
FRUITAGE
AFTER FRUITAGE THE GAME ‘AFTER FRUITAGE’ is a dessert making game on website user can choose between ‘toast’ and ‘kakigori’ to making their own menu by choosing ingredients such as fruit syrup or topping to decorate the menu.
AFTER FRUITAGE
ภาษาไทย/ENGLISH
AFTER FRUITAGE NEW GAME INSTRUCTION
ภาษาไทย/ENGLISH
AFTER FRUITAGE NEW GAME INSTRUCTION
ภาษาไทย/ENGLISH
AFTER
CHOOSE YOUR MENU
SHIBUYA HONEY TOAST
KAKIGORI SHAVED ICE
FRUITAGE
ภาษาไทย/ENGLISH
AFTER
FRUITAGE
add syrup on your kakigori
add fruit on your kakigori
add topping on your kakigori
add more ingredients
FINISH!
+
ภาษาไทย/ENGLISH
AFTER
FRUITAGE
add syrup on your kakigori
add fruit on your kakigori
add topping on your kakigori
STRAWBERRY SYRUP
MATCHA SYRUP
+ MANGO SYRUP
add more ingredients
FINISH!
CHOCOLATE SYRUP
ORANGE SYRUP
MORE…
ภาษาไทย/ENGLISH
AFTER
FRUITAGE
add syrup on your kakigori
add fruit on your kakigori
add topping on your kakigori
STRAWBERRY SYRUP
MATCHA SYRUP
+ MANGO SYRUP
add more ingredients
FINISH!
CHOCOLATE SYRUP
ORANGE SYRUP
MORE…
ภาษาไทย/ENGLISH
AFTER
FRUITAGE
syrup STRAWBERRY SYRUP
add fruit on your kakigori
add topping on your kakigori
add more ingredients
FINISH!
+
ภาษาไทย/ENGLISH
AFTER
FRUITAGE
syrup STRAWBERRY SYRUP
add fruit on your kakigori
add topping on your kakigori
add more ingredients
+
FINISH!
Salacca
Starfruit
Durian
Banana
ภาษาไทย/ENGLISH
AFTER
SALACCA
FRUITAGE
syrup STRAWBERRY SYRUP
add fruit on your kakigori
add topping on your kakigori
SALACCA add more ingredients FROM PAE-SANG FARM YALA,THAILAND
+
PAE-SANG farm have a great potential in farming and high quality fruit which Mr. aaaa and his family have grown with organic process and harvest by himself. FINISH!
Salacca
Starfruit
CHOOSE SALACCA
Durian
Banana
ภาษาไทย/ENGLISH
AFTER
SALACCA
FRUITAGE
syrup STRAWBERRY SYRUP
add fruit on your kakigori
add topping on your kakigori
SALACCA add more ingredients FROM PAE-SANG FARM YALA,THAILAND
+
PAE-SANG farm have a great potential in farming and high quality fruit which Mr. aaaa and his family have grown with organic process and harvest by himself. FINISH!
Salacca
Starfruit
CHOOSE SALACCA
Durian
Banana
ภาษาไทย/ENGLISH
AFTER
FRUITAGE
syrup STRAWBERRY SYRUP fruit SALACCA
add topping on your kakigori
add more ingredients
FINISH!
+
ภาษาไทย/ENGLISH
AFTER
FRUITAGE
syrup STRAWBERRY SYRUP fruit SALACCA
add topping on your kakigori
add more ingredients
+
FINISH!
MORE SYRUP
MORE FRUIT
MORE TOPPING
ภาษาไทย/ENGLISH
AFTER
FRUITAGE
syrup STRAWBERRY SYRUP fruit SALACCA
add topping on your kakigori
add more ingredients
+
FINISH!
Salacca
Starfruit
Durian
Banana
ภาษาไทย/ENGLISH
AFTER
SALACCA
FRUITAGE
syrup STRAWBERRY SYRUP
add fruit on your kakigori
add topping on your kakigori
addSTARFRUIT more ingredients + FROM PHIN-SA-WAN FARM TRANG, THAILAND PIN-SA-WAN farm came from a small OTOP party in south of Thailand. choose starfruit FINISH! to support their product
Salacca
Starfruit
CHOOSE STARFRUIT
Durian
Banana
ภาษาไทย/ENGLISH
AFTER
SALACCA
FRUITAGE
syrup STRAWBERRY SYRUP
add fruit on your kakigori
add topping on your kakigori
addSTARFRUIT more ingredients + FROM PHIN-SA-WAN FARM TRANG, THAILAND PIN-SA-WAN farm came from a small OTOP party in south of Thailand. choose starfruit FINISH! to support their product
Salacca
Starfruit
CHOOSE STARFRUIT
Durian
Banana
ภาษาไทย/ENGLISH
AFTER
FRUITAGE
syrup STRAWBERRY SYRUP fruit SALACCA
add topping on your kakigori
more STARFRUIT
FINISH!
+
ภาษาไทย/ENGLISH
AFTER
FRUITAGE
syrup STRAWBERRY SYRUP fruit SALACCA
add topping on your kakigori
more STARFRUIT
+
+
FINISH! CHOCOLATE CHIPS
RAINBOW SPRIKGLE
WHIPCREAM
MORE…
ภาษาไทย/ENGLISH
AFTER
FRUITAGE
syrup STRAWBERRY SYRUP fruit SALACCA
add topping on your kakigori
more STARFRUIT
+
+
FINISH! CHOCOLATE CHIPS
RAINBOW SPRIKGLE
WHIPCREAM
MORE…
ภาษาไทย/ENGLISH
AFTER
FRUITAGE
syrup STRAWBERRY SYRUP fruit SALACCA topping CHOCOLATE CHIPS more STARFRUIT
FINISH!
+
ภาษาไทย/ENGLISH
AFTER
SHARE AND GET AFTER YOU DISCOUNT COUPON FOR FIRST RIME
SHARE ON SOCIAL MEDIA
SAVE IMAGE TO CAMERA ROLL
START NEW GAME
FRUITAGE
ภาษาไทย/ENGLISH
AFTER
SHARE ON SOCIAL MEDIA
FRUITAGE
ภาษาไทย/ENGLISH
AFTER
SHARE ON SOCIAL MEDIA
FRUITAGE
ร่วมเป็นส่วนหนึ่งในการคัดเลือกผลไม้ประจำฤดูสุดพรีเมี่ยม เพื่อสนับสนุนเกษตรกรไทย และ สร้างสรรค์เมนูใหม่กับ AFTER YOU ในโครงการ #AFTERFRUITAGE #AFTERYOU
ร่วมสร้างเมนูใหม่กับ AFTER YOU และเป็นส่วนหนึ่งในการสนับสนุนเกษตรกรไทย โดยเมนูและผลไม้ที่ได้รับรางวัล จะถูกนำมาจำหน่ายจริง ภายในวันนี้ - 31 ก.ค. 2560
ZOOM 150%
ร่วมเป็นส่วนหนึ่งในการคัดเลือกผลไม้ประจำฤดูสุดพรีเมี่ยม เพื่อสนับสนุนเกษตรกรไทย และ สร้างสรรค์เมนูใหม่กับ AFTER YOU ในโครงการ #AFTERFRUITAGE #AFTERYOU
ร่วมสร้างเมนูใหม่กับ AFTER YOU และเป็นส่วนหนึ่งในการสนับสนุนเกษตรกรไทย โดยเมนูและผลไม้ที่ได้รับรางวัล จะถูกนำมาจำหน่ายจริง ภายในวันนี้ - 31 ก.ค. 2560
ภาษาไทย/ENGLISH
AFTER
FRUITAGE
THANKS FOR JOIN OUR CAMPAGIN
YOU HAVE CHOOSE A QUALITY FRUIT MATERIAL SALLACCA FROM PAE-SANG FARM, YALA PROVINCE.
YOU HAVE CHOOSE A QUALITY FRUIT MATERIAL SALLACCA FROM PHIN-SA-WAN FARM, TRANG PROVINCE.
MORE DETAIL ABOUT THIS FARM
MORE DETAIL ABOUT THIS FARM
CLICK HERE TO GET YOUR COUPON
ภาษาไทย/ENGLISH
AFTER
THANKS FOR JOIN OUR CAMPAGIN SHOW THIS COUPON CODE AT AFTER YOU DESSERT CAFE TO GET 5% DISCOUNT
Rs3feQu74a
FRUITAGE
COUPON & PRIZE Limitations: Gift Voucher is valid once per user, For the first time playing: Members get 10% discount. App users will receive 5% Rules: Topping three fruits which is the most for customers choose. The director and referee will choose the menu that can be cooked and real for 3 menus. To develop further for carrying out the real production, this new menu will be sold by season. Winners will be awarded a Gift Voucher from After You.
Campaign Highlight
Development opportunities : Digital media use in campaigns. Consistent of campaign: changing consumer behavior.
Highlight : Customers engage with the campaign. Create a new menus. Supporting Thai Agriculturist GIMMICK : Innovative in engaging and benefits of engaging with the society.
AFTER
FRUITAGE
Media Strategy ร่วมเป็นส่วนหนึ่งในการคัดเลือกผลไม้ประจำฤดูสุดพรีเมี่ยม เพื่อสนับสนุน เกษตรกรไทย และสร้างสรรค์เมนูใหม่กับ AFTER YOU ในโครงการ #AFTERFRUITAGE #AFTERYOU
‣ ‣ ‣ ‣
Facebook is the most popular social network site in Thailand. Facebook can reach users and consumers in a short time. We can select peak time of social network using to present the content. It’s cheaper but highly noticeable.
Media Strategy AFTER
FRUITAGE
PRINT ADS ‣ ‣ ‣
We use technical design to present the objective of the campaign without complicated interpretation. We use remarkable words to communicate activation and objectives. Posters will be used to communicate the campaign to the people who don’t use social networks.
PRINT ADS EXAMPLE AFTER
AFTER
FRUITAGE
Add your ingredients, On your smartphone
CHOOSE YOUR INGREDIENT
FRUIT SYRUP TOPPING MORE..
#AFTERFRUITAGE www.afteryoudessertcafe.com
PRINT ADS EXAMPLE
AFTER
the campaign processing in Q3 period (June-September 2017)
via influencer (first week) user shared their content share poster on fanpage
Media Plan
via @mayafteryou (first 1-2 day) via influencer (first week) share poster via official account promote on homepage main for running the game share poster of campaign
AY
offline poster will be shown at any branches of AFTER YOU shop as online media.
**the poster will release 2 version per week in first period and change to 1 version per until finish the campaign (online & offline).
AFTER
FRUITAGE
Expected Result
‣
50,000 customer join the campaign. ‣ Expand distribution channels for agriculturist growing quality fruit. ‣ Strong and positive brand image to build investor trust. ‣ Customer Loyalty.
Campaign Measurement
Key Performance Indicator (KPI) Number of Attendance New menu sales Perception & Satisfaction of Customer Facebook fanpage likes Increasing of agriculturist income
AFTER
FRUITAGE
Campaign Budget
Game production and development cost 50,000 Baht Prize & Operating cost100,000 Baht Print Ads & Online Ads 50,000 Baht
SUM-U P AFTER
FRUITAGE CSV Support Thai Agriculturist Online Media
Brand Image Customer Engagement Make benefit to society
AFTER
FRUITAGE Members จิรัศยา เจริญพืช
5821811010
ปิยะพร ปุรา
5911811002
โชติวรรธน์ วัชระเกียรติศักดิ์
5911811010
ณัฐพัชร์ ไกรวชิรสิทธิ์
5911811011
ภรภัทร กิตติมหาโชค
5911811013
สราวุฒิ สักเทวิน
5911811017
บัญชา หมั่นกิจการ
5911811018