Tum Yum Krung Fried chicken AD 3102 Advertising Media planning

Marketing Objective Media Objective Maintain 80% brand awareness on target Young & working officers Increase market share from 45 % to 60 % ( +15%) Increase frequency of visit from 3 times per month to 3 times per week Media Objective Achieved 88% R1+ for launch and sustain with 60% R1+ thought-out the year to gain 80% brand awareness Focus on ER/EF 3 + at 63 % for launching and keep ER/EF at 35% for maintaining to create action of market share Utilize frequency media mix to communication product benefit

Media Objective vs Media Strategies Achieved 88% R1+ for launch and sustain with 60% R1+ thought-out the year to gain 80% brand awareness Focus on ER/EF 3 + at 63 % for launching and keep ER/EF at 35% for maintaining to create action of market share Utilize frequency media mix to communication product benefit Media Strategies Use TV as Main medium to build reach 1+ at 88 % and keep maintain 60 % reach 1+ throughout the year. Focus on TV and Newspaper to create Frequency and remind prospect target for create action for purchase . Mix TV and Radio to gain high frequency to increase frequency of visit .

Target Audience Male and Female 15+ Upper /Middle Income group Bangkok and Up Country Urban Chicken Thai Test Lover

Media Execution : TV Aggressive launch weight to complete major competitor “ McDonald’s Launching with 88 % reach 1+ and 63 ER/EF 3+ with 1,100 GRP’s per 4 week same GRP’s weight as McDonald’s but commit on better Reach 1+ and ER/EF 3+ performance . Average sustaining weight with 60% reach 1+ and 35 % ER/EF3+ to maintain awareness through out campaign . Bursting pattern applied for this campaign by launching on June 2105 for 4 week of corporate TVC Sustaining from Jul onward for Lucky draw period ( Jul-Sept ) , Buy 1 get 1 free ( Dec-Jan ‘15 ) ,( Apr-May’15)

Media Execution : TV Focus on Primetime program ( 6.30 PM – 10.30 PM ) 60 % and day time and Non primetime 40 % Drama and News to be main program types with ratio 70 % and 30 % left for Variety and other program . Digital TV to be main platform especially ch 3 , Ch 7 , ONE , Ch 8 and Workpoint TV Proposed free set menu coupon to Live entertainment News / gossips for free PR 10 person per day per station , maximum 5 station per day .

Media Execution : Newspaper Select Newspaper to be 1st supported medium . focus on best CPM : Thairath ( CPM = 884 ) and consider Kom Chad Luk as the best benefit : Buy 2 get 1 free . JP / FC served for launching and utilize STRIP ad to remind target the whole campaign . Focus on Continuous pattern to communicate the whole campaign. Opposite Entertainment section preferred .

Media Execution : Radio Radio was selected to be 2nd supported medium to build more frequency . Support on promotion campaign only , start with Lucky draw and buy 1 get 1 free campaign Selected only the best CPM : FM 93.0 Cool FM ( CPM = 600 ) 8 Spots per day per station . Bursting Pattern applied to support these promotion .

Budget Allocation TV 43,125 B ( 87 %) Newspaper 4,680 B ( 9%) Radio 2,100 B ( 4%) Total 49,905 B ( 100 %)