Coffee Mug Brief AD 3102 Advertising Media Planning

Background  Coffee Mug – new coffee restaurant brand plan to launch in Thailand around Q2’2015 after they success in Japan, plan to have 30 branches in BKK and big cities in Thailand

Main Problem  Main competitors ( both Inter brand and Local brand ) are very strong in Thailand and SEA market,  Starbucks is the 1 st competitors gained highest market share in Thailand Market, their brand gain highest awareness among coffee lover, main target of Starbucks are working adult.  for local brand, there are more than 30 brands in Thailand especially in Bangkok area these local brand are modern and aimed to target teen and younger, so new comer should be have more differentiate  Main competitors ( both Inter brand and Local brand ) are very strong in Thailand and SEA market,  Starbucks is the 1 st competitors gained highest market share in Thailand Market, their brand gain highest awareness among coffee lover, main target of Starbucks are working adult.  for local brand, there are more than 30 brands in Thailand especially in Bangkok area these local brand are modern and aimed to target teen and younger, so new comer should be have more differentiate

Marketing Objective  Expect to gain 80% brand awareness for the whole year ( 12 months ), but first 3 months should gain 50 % awareness.  Gain market share 10 % in market and achieved frequency of visit 2-3 tims per week  Expect to gain 80% brand awareness for the whole year ( 12 months ), but first 3 months should gain 50 % awareness.  Gain market share 10 % in market and achieved frequency of visit 2-3 tims per week

Target Audience  Female and Male age Upper / Middle income Bangkok and Big cities.  Coffee lover, love to use coffee restaurant to be hang out with friend.  Female and Male age Upper / Middle income Bangkok and Big cities.  Coffee lover, love to use coffee restaurant to be hang out with friend.

Competitive weight starbuckTrue coffeeMcCafeCoffee bean Launch level GRP’s R1+80 %708065% ER/EF 3+50%40%50%35% Sustaining level GRP’s R1+50%45%55%45% ER/EF 3+35%30%40%25%

Marketing activities  Grand Opening 1 st location on June 1’2015, the biggest coffee shop in Thailand.  Promote VIP membership card for discount 20 %, start promote since the 1 st day of grand opening, who join 1 st day and buy 300 B. per receive, will get VIP card, after that need collect 10 stamp ( buy 100 B will get 1 stamp) will get VIP member card  Every first month of each Quarter, will have special promotion buy 1 get 1 free, period of promotion 1.5 month per Quarter.  Grand Opening 1 st location on June 1’2015, the biggest coffee shop in Thailand.  Promote VIP membership card for discount 20 %, start promote since the 1 st day of grand opening, who join 1 st day and buy 300 B. per receive, will get VIP card, after that need collect 10 stamp ( buy 100 B will get 1 stamp) will get VIP member card  Every first month of each Quarter, will have special promotion buy 1 get 1 free, period of promotion 1.5 month per Quarter.

Requirement  CPRP 30 sec 25,000 B  TVC spot start with 45 sec and cut down to 30 sec and 15 sec  Budget 50 MB per 12 month  TV is the main and must have, support media need approx. 2 media up that fit for support plan  CPRP 30 sec 25,000 B  TVC spot start with 45 sec and cut down to 30 sec and 15 sec  Budget 50 MB per 12 month  TV is the main and must have, support media need approx. 2 media up that fit for support plan

Requirement  Require Media flowchart, stating with main medium and selected media support.  Media recommendation including  Media objective & strategies  Media Execution  Budget allocation  Require Media flowchart, stating with main medium and selected media support.  Media recommendation including  Media objective & strategies  Media Execution  Budget allocation

NEXT WEEK  Re-Submit Home Work Pepsi or New Balance Both Flowchart and Recommendation.  Flowchart should start with main medium first follow by supporting medium, total budget 100 MB  Work by your self, don’t copy from other  And NEXT week will have Quiz exercise, same format with these exercise.  Please prepare Blank flowchart and paper for Quiz exercise  Re-Submit Home Work Pepsi or New Balance Both Flowchart and Recommendation.  Flowchart should start with main medium first follow by supporting medium, total budget 100 MB  Work by your self, don’t copy from other  And NEXT week will have Quiz exercise, same format with these exercise.  Please prepare Blank flowchart and paper for Quiz exercise