MARKETING MANAGEMENT

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

12,000 RUNNERS

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

FUN RUN

COLORFUL OUTSITE HEALTHY INSIDE

VALUE PREPOSITION

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 RESEARCH

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

AVAILABLE MARKET

Others60%

Available market Others

40%of 740,000

296,000

available market

in total 296,000

TARGET MARKET

103,000Target Market

35% of available market

THE FORECAST PENERTRATED MARKET

36,050103,000 X 35%

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

ENVIRONMENT

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

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

PERCEPTUAL MAP

FamousLess famous

High Trend

Low Trend

Bar or night club

Music Concert

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 MANTRAS

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

BRAND PERSONALITY

CUSTOMER THINK ABOUT NEON RUN

AMAZING FUN+

COLORFUL

NIGHT RUN

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

STRATEGY

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

PORTER'S GENERIC STRATEGIES

Our generic strategies will be differentiation focus

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

PRODUCT LIFE CIRCLE

• 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

PROMOTION (GANTT CHART)

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