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INTRODUCTION ONSITE ACTIVATIONA great day of sponsors and partners for awareness through those activities at there branding booths.
RUN THROUGH 5 STATION
Each kilometer will have an highlight activation to motivate and encourage
runners keep running toward the concert to finish the run.
CONCERT AFTERWARDAmazing combination of visual, light effects
and quality production turned Neon Run concert to be the highlight of the event
Outdoor and nightlife entertainment activities . NIGHT TIME RUN FUN
People enjoy in night runway and light tent with thousands of colorful balloons were blown out repeatedly “Bubble war” along with an immersive blasts of sounds and lights
Enjoy inspirational music festival with more pleasant suprise, excitement and joy for participants.
FUNCTION
Getting fun run with thousand other people while working out Experience your glory when crossing the finish line by
owning a super cool race kit from our program Be the brighest as ever with Prisma accessories Great chances to meet and make friend with a crazy nights
with tons of memories with friends and new friends
BENEFITS
Inspire people to live each to the fullest. People have fun outside and feel healthy
inside Amazing combination of visual, light effects
and quality production turned Night concert at hightlight of event
VALUE
MISION• Leader running event in Thailand with amazing
combination of visual, light effects and quality production concert
• The most healthy and entertainment nightlife event for young generation and foreigner in Thailand
• Attract runners in most Asian country• Profit approxiate 1 millions USD for every season
VISIONBecome No.1 night life activity in
Asia country
OBJECTIVES Build brand awareness of customer about event Our sales at first season at least 10,000 tickets and
get sponsor from more than 15 sponsorship from food, sport industry,,,
• Profit at first season at least 2 millions baht for each season
• Have more than 10,000 participants dating over with people across Thailand to become member of our Night Run
SWOT ANALYSIS
• Corporate governance • Good ability in adapting new
ideas • Good understand of customer
perceived value
- Our company is new with low brand awareness.
- Not easy to associate with partners
- Lack of experience in operation in Thailand
- First mover benefitsGetting government support and subsedize
- Get morre revenue from sponsorship due to healthy activities
- Potential demand as new experience with reasonable price
- Many expats living in Bangkok who seek for outdoor activities
- Consumption on entertainment in Bangkok (Gen Y) increase
- Competitors could imitate later on
- Fail to make contracts with our event sponserships
- Bad political situation - Secure and safe “terrorist
attack”
S
MARKET SIZE
Potential market
Available market
Target market
The forecast penetrated market
PM
X
PMAV
TMFM
POTENTIAL MARKET
31,7% from 15-35 years old
In total population in Bangkok
> 5.7 Millions (people living in Bangkok)
EuropeChi-neseAsian
Countries
Ja-panese
Amer-ican
AustralianBurmes
e
Others
720,300(foreigner living
in Bangkok)
29% (educated people) 740,000
Potential Market• Male and Female are
living in Bangkok (including Thaland people and foreigner)
• Interested in out door activites
• Have high education (from upper high school)
POTENTIAL MARKET
SEGMENTATIONGeographic
• Bangkok Area
Demographic• Age: 15 – 35 years
old (Young adultsa & Adults)
• Gender: All genders
• Maritual status: Single or marriaged
• Generation: Young Generation (Gen Y)
• Education: Educated people
• Income: 20,000 baht up
• Occupation: Students, Officers...
• All race and nationality
Behavioral
• Occasions• Benefit -
Recreation
Target Market Segment (Social Class)Segment Lower
LowerUppe
rLowe
r
Working
class
MiddleClass
UpperMiddle
LowerUpper
UpperUppers
15 – 19 Years old
20-24Years old
24-29Years old30 - 35
Years old>35
Years old
Psychographic Segmentation
Consumers are inspired by Self – Expression Motivation.
In high resources, consumers are in experiencers group
VALS Segmentation System
SELECT MARKET SEGMENT
M1 M2 M3
P1
P3
P2
Single Segment Concentration
Due to a small number of consumers in our segmentation. We select single segment concentration.
We could • Achieve strong market
presence• Earn high return on
investment
THE MARKETING FUNNEL
103,000
50% heard of event
70% open to
trial
40% open to
trial
51,50036,05014,420
30% most often used
4,326 2,595
60% loyal
TOTAL CUSTOMER BENEFITS = 27What is customer gets?
PRODUCT BENEFIT
SERVICE BENEFIT
PERSONEL BENEFIT
Run, walk, skip and play with friends through electrifying adventure and glory colorful race. Explore musical concertCelebrate with friends..
Accessories kits Free water during running time
PromotionDiscount for early payment or groupCoupon
Cool, Style and healthy runner
MONETARY COST
TIME COST
ENERGY COST
PSYCHOLOGICAL COST
Ticket fees , tránportation ,
Easy to join
Easy to buy
Fun, Healthy, Memorable
CUSTOMER PERCIEVED VALUE
IMAGE BENEFIT
9
7
7
7
5
5
5
4
TOTAL CUSTOMER BENEFITS = 19What is customer give up ?
HERZBERG'S THEORYMotivators
• Combination of running and light visual, neon color and music
• Fun and enjoyable experience
• Neon accessories and be cool runner
• Heathy inside, fun outside
Dissatisfiers • Audience may
get bored with DJ • Organized at
rainy day• Too crowded and
not secure
MENTAL MAP
Life long memory
Feel the music
Be coolStyle
New Experienc
e
Fun, happiness
and joinful
Fun, happiness
and joinful
Creative idea Friendly
energetic, professional Staffs
Coloful with
powder and acc
FIVE FORCES ANALYSIS
Rivalry among existing
competitors
Threat of new
entrance
Bargaining powers of buyers
Threat of new
subsititute:
Bargaining powers
of supplier
Threat of new entrance• Low barriers of new
entry• Easy to imitate• Low cost to enter
the market
Threat of new subsititutesMediumCustomer could choose another activities more interesting
Bargaining power of buyers: MediumSponsor have many choicesPrice is cheaper There are
Bargaining power of suppliers: LowService industry doesnt rely on supplier
Rivalry among existing cpmpetitors: LowFew number of competitors
BRAND ASSET VALUATOR MODEL
differentiation relevance esteem knowledge
Brand structure
Neon run is leading customers to know and reflects for customer to be success
Brand strength
POSITIONING STATEMENTNeon run is all about young people who constantly seek to
experience something new with
fun and joyful
The first night running in Thailand which is the combination between
ruuning, music concert and neon color as our main
concept
POINTS OF DIFFERENCE (POD)FACTORS NEON RUN WATERZONIC
Have fun and celebrate with friend family Running Race with 5 stations Run, walk and dance with electrifying music Play with neon powder. Lazer light and body paintAccessories kits: Tshirt, run bag, neon bracelet, powderDJ and Singer on main stage
VIP ZoneDance and enjoy music with water
POINTS OF PARITY
Outdoor activity at night with a large amount of people
Join event and make this unique night event become remarkable
Celebrate and have fun with friends
Enjoy and Dance with electrifying music adventure
BRAND ESSENCE
CELEBRATE WITH YOUR FRIENDS AND FAMILY
Be kool runners with Neon accessories and body paint
BRAND IDENTITY
• Fun run• Electric and Glowing
night event• Have fun, make
memories
CORE IDENTITY
• Neon glow body paint/powder
• Be kool, glory with neon accesories
EXTENSON IDENTITY
BRAND ELEMENT CRITERIA
Element
Brand name
Slogan
CharacterLogo
URL
NEON RUN
FUN OUTSIDE, HEALTHY INSIDE
www.neonrun.co.th
Night run event
REASON TO BELIEVE
Fun and happiness running night is filled with live music, light, lasers and neon color
Be cool runners with colorful body paint and neon accessories kits Run, walk, skip or dance your way through this electrifying adventure with
music carrying you every step Each kilometer will have an highlight activation to motivate and
encourage runners keep running toward the concert to finish the run
Amazing combination of visual, light effects and quality production turned NEON -The Night Run concert to be the
highlight of the event
WHO WE ARE IN THE MARKET
40%
30%
20%
10%
Market Leader
Market Challenger
Market Follower
Market Nicher
MAIN COMPETITIVE STRATEGY Goals and Objective
Create and build up awareness of customer
Increase the sales (10,000 runners) and attract more than 10 sponsorships
Competitive Status: Follower
MARKETING STATEGY
Our market is nicher: 10,000 – 12,000 runners per season/per year
With low shares of total market we could offer high value, charge premium price as well as get sponsorship as one part of our value
We will be well – known as the most fun night run activities
Market Niche Strategy
• Internet• University in Bangkok• BTS and MRT• Seven and Eleven Store
• 2000 baht/ticket
• Payment Period (for early purchase)
• Discount (for group)
• Amazing colorful night run
• Cross the finish line full of color
• Music festival concert• Celebrate life, friends
and musicProduct Price
PlacePromotion
MARKETING MIX MODEL
• Adverstising• Public relatioship• Direct Sales• Soical Media• Personal Selling• Sponsorship
FIVE PRODUCT LEVELCore Benefit Have fun, relax, enjoyableBasic Product Running race, music stage, shoes and clothes, Expected Product Colorful station, neon powder Augmented Product Colorful body painting Be cool with Neon accessories for free Electrifying adventure music for each station on running race
PRICE STRATEGYPrice Objective:Maximum Current Profit
Price Method: Perceving Value MethodBased on buyer image off our service performance. It is the most approved period of our company
BREAK EVEN POINT = = = 1,695
PLACE STRATEGY (CHANNEL LEVEL) Consumer Marketing Channel
Manufacturer
CONSUMER
• We sell ticket via our online website, office and sales booth
• Our event place will be hold in Bangkok area
INCOME STATEMENTRevenue Tickets sales (10,000 X2000baht)
THB 20,000,000.00
Sponsorship THB 10,000,000.00
THB 30,000,000.00
Cost of goods sold
Renting the place of event THB 100,000.00
Security THB 80,000.00
Music and dj THB 100,000.00
Accessories THB 1,000,000.00
T - shirt THB 1,000,000.00
Light and electricity expenses
THB 50,000.00
Tax and permition fees THB 20,000.00
THB (2,350,000.00)
Gross margin THB 27,650,000.00
Operating expense
Research and development THB 200,000.00
Selling and general expenses
THB 2,500,000.00
THB (2,700,000.00)
Operating income THB 24,950,000.00
Income tax THB 4,990,000.00
Net income THB 19,960,000.00
The effects
Financial Results• Financial Metrics• Profitability Metrics • Productivity Metrics • Cost Metrics
The cause
Marketing Performance Market Metrics Customer Metrics Competitiveness Metrics Marketing Profitability
Metrics Digital Marketing Metrics Marketing Performance
Metrics Performance Current
Objective
Marketing Performance Metrics
PERFORMANCE
Current Objective
Market metricsProduct awareness 5 % 20 %Share development index 35 50Customer metricsCustomer satisfaction ( % very satisfied)
25 % 40 %
Customer retention ( annual ) 75 % 80 %Competitive metricsPerformance advantage indexCustomer value indexMarketing profitability metricsMarketing return on salesreturn on investment Digital marketing metricsWeb site unique visits ( monthly )Requests for information ( percent )
MARKETING METRICS
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