DO NOT Submit A Hand-Written Sheet. Download The Template From LMS

DO NOT submit a hand-written sheet.
Download the template from LMS.

DO NOT submit a hand-written sheet.
Download the template from LMS.
1. Product Lines
ALOE
VERA
2. Pricing Strategies
•Cost Leadership  is a price where one company, usually the
dominant one in its industry due to costs advantage, sets prices which are
closely followed by its competitors.
•Differentiation  also called as Premium pricing, kept a price high

in order to encourage favorable perceptions and Image.
•Focused Low Cost  is a low price for a particular segment (narrow

target).
•Focused Differentiation  is a prestige price with very high quality

for a particular segment (narrow target).
2. Pricing Strategies
• Market-oriented  also known as Competition-Based, is a price
set by comparing similar products being offered in the market (the price can
be set at higher or lower than competitors but need to be at similar price
range.
•Value-based  is a price set on the benefits of product/service

provided to buyers (e.g. iphone: 16GB, 32GB, 64GB, 128GB)
• Skim  is a price set at the highest initial price. As the demand of the

first customers is satisfied, the firm lowers the price to attract another,
more price-sensitive segment.
• Penetration  is a price set lower than the intended/established price,

to attract new customers and encourage customers to switch to products at
lower price = aims to penetrate the market.
3. Distribution Strategies
Intensive = Products are widely
listed in modem trade channels (e.g.,
retail and wholesale in offline and
online) & traditional trade channels
(e.g., local stores, restaurants, café)
Selective = Products are

selectively listed in just potential trade
selling channels
Exclusive = Products are exclusively listed or sold in only specific

retail channels or company’s own retail channel types
4. Target Audiences
• Primary Target  is the core customer group which give the primary
target of marketing and sale efforts + the positioning of product/service
matched with target needs and characteristics.
• Secondary Target  is the secondary consumer group who uses a

product/service in a peripheral way + the main positioning of product/service
is not necessary to match their characteristics but the benefits of product/
services can satisfy some of their preferences.
5. Positioning
• to design the company’s offering and image.
• to create a meaningful and distinctive position in target customers’ minds.
• good positioning must represent uniqueness from competitor.
Premium House Coffee with Comfortable

Coffee Traveller ”จุดแวะพักสำหรั บเพื่อนเดินทาง”
Surroundings
Complex Café with Merchandise and Spa

Convergence Lifestyle coffee
6. Sales (Past year & Three-year history)
***Information must be from industry factsheet – worksheet#1
7. Market Share (Past year & Three-year history)

***Information must be from industry factsheet – worksheet#1
8. Share of Voice
= brand expenditure .
total category expenditure
Data used to find “share of voices”

= ADVERTISING/MARKETING SPENDING BUDGET
• shampoo A uses advertising expense in above the line media (e.g. TV, Radio,
Internet Ad, Billboard) for 10,000,000฿
• total advertising expense of all shampoo brands is 50,000,000฿
Share of voice = 10,000,000 ÷ 50,000,000 = 0.2
This indicates that shampoo A has share of voice at 20% in all above the line media. If
firm is shampoo brand B which have SOV at 15%, what should shampoo B do?
 to find share of voice, you need to find spending budgets that a brand use
9. Promotion Mix
= the mix of promotional methods that the firm uses to promote
the products/services/brands
*** Remark they are not only advertisement element or not just
sale promotion.
10. Creative Strategy
• Slogan  catchy/remarkable/outstanding key messages
that can catch audiences attention to memorable the brand
• Key Benefits  reasons for target audience to respond in the

desired way, should communicate problem-solving ability clearly
and in compelling fashion, whether they are real or perceived
(e.g. convenient, cheap, healthy, durable, service)
*** Key Benefits are reflected from slogan
• Appeal  Influencers / endorsement + sources / tools of appeals such as

informational, emotional, rational, humor, fear, sex, music, scarcity,
masculine/feminine, brand image, adventure, romance, youth etc.
• Format  slogan, logo, symbol, jingles, song, animation, character,
color scheme, pattern + type of advertising formats (below are just few examples)
- Show Problems / Needs
- Represent Benefit
• Format  slogan, logo, symbol, jingles, song, animation, character, color
scheme, pattern + type of advertising formats (below are just few examples)
- Demonstration
https://www.youtube.com/watch?v=iKDgYKSEN6M (andes teletransporter)
- Exemplary Story  a narrative illustrate the situations while can make some
associations with product/service
https://www.youtube.com/watch?v=89aowrlN--k
• Format  type of advertising formats (below are just few examples)
- Ongoing Characters/Celebrities  a character/celebrity, can help to connect a brand's

identity into the viewer's brain as well as to get brand credibility.
https://www.youtube.com/watch?v=m38fJSrjNn8
(“Nature Gift Coffee”
Coffee create humor characters for audiences/customers to remember the brand)
(“Dior”
Dior uses celebrities as presenter to endorse products for each target group.)
- Comparison
https://www.youtube.com/watch?v=QboQSomGgYU
11. Advertising & Media
(Budget Spending & Media)
• Spending  advertising budget

• Media Class  the methods of promotional media company use to promote the
product/service or reach target audiences.
Broadcasting: TV, Radio, Newspaper, Magazine,

Out of home: Billboard, Public transport ad, leaflet, Cinema ads etc.
Pop of Purchase: POP - shelf, floor, wall, super mart/checkout TV, etc.
Direct mail, Mobile Text ads, Telemarketing
Product placement ads
Internet: websites, search engine results, online video, online banner, ads on social
media, consumer opinion online: blogs, influencers etc.
12-13. Sales Promotion
(Consumer & Trade Activities. For “Consumer” sales promotion is targeted
for end consumers. For “Trade” sales promotion is offered to specific trade
selling channels – retailer, wholesaler, dealer)
Consumer sales promotion
Trade sales promotion

14. Public Relation & CSR
15. Direct Marketing >> 2 areas of direct marketing
(“Marketing” efforts with company own marketing channels to promote
the products/brands/promotions & “Sale” efforts without the use of human
workforce to generate the sales. **In direct marketing channels, customers can
directly find company information or buy company product directly.
16. Personal Selling

(Sale efforts with the use of sale staff/person to promote or sell the
company’s products/brands)
17. Social media marketing

(Channels, Activities, Level of Engagement)
17. Social media marketing
(Channels, Activities, Level of Engagement)
18. Packaging
(“Primary” Package = containing purpose & “Secondary” Package = the
wrapper or exterior carton around the primary package, for convenient,
attractive, and designing proposes)
19-20. Strength & Weakness

(5 topics for strengths and 5 topics weaknesses for company and
competitors, you must make the comparison of all companies from all
topics in the whole competitive grid to analyze the major strengths and
weaknesses of each companies. It is very important that you must write
clear details to present your understanding.)

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•Differentiation  also called as Premium pricing, kept a price high

•Focused Low Cost  is a low price for a particular segment (narrow

•Focused Differentiation  is a prestige price with very high quality

•Value-based  is a price set on the benefits of product/service

• Skim  is a price set at the highest initial price. As the demand of the

• Penetration  is a price set lower than the intended/established price,

Selective = Products are

Exclusive = Products are exclusively listed or sold in only specific

• Secondary Target  is the secondary consumer group who uses a

Premium House Coffee with Comfortable

Complex Café with Merchandise and Spa

7. Market Share (Past year & Three-year history)

Data used to find “share of voices”

• total advertising expense of all shampoo brands is 50,000,000฿

Share of voice = 10,000,000 ÷ 50,000,000 = 0.2

• Key Benefits  reasons for target audience to respond in the

*** Key Benefits are reflected from slogan

• Appeal  Influencers / endorsement + sources / tools of appeals such as

- Show Problems / Needs

- Ongoing Characters/Celebrities  a character/celebrity, can help to connect a brand's

• Spending  advertising budget

Broadcasting: TV, Radio, Newspaper, Magazine,

Trade sales promotion

16. Personal Selling

17. Social media marketing

19-20. Strength & Weakness

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