Brand Creativity: The only sustainable

differentiation is Brand

22nd, July 2014

THANN for Thai spa association

Brand Personality

These are elements that bring the brand to life and allow consumers to

understand the whole image of the brand, what its products are like and

who is it for.

• Human Characteristic (Staff appearance and attitude)

• Colors and materials used in association to the brand

• Value of products/ price ranges

• Packaging design and shop decoration

Brand Positioning

To build a strong brand needs a good strategy.

The aim of strategy

• To differentiate the brand from its competitors

• To be in a consumer’s mind and to develop a repeated preference

• To gain customer satisfaction and achieve business growth

Brand Positioning

• What is created in the mind of target customer and given the image

• Need effective marketing communication, advertising and

promotions

• Necessary to have strong intangibility assets

HISTORY & DEVELOPMENT

2002: Launched THANN brand with Sea Foam, Aromatic Wood and Oriental Essence collections

2003: Launched Rice collection

Entered Thai Airways First and Business class lounge, Bangkok

2004: Launched Shiso collection

2005: Opened first Concept Shop in overseas, Paris

Opened first THANN Sanctuary spa at Siam Discovery

2007: Joined Asia Miles by Cathy Pacific as redemption partner

2010: Commenced amenities in Qantas Airways Business Class lounge, Bangkok

2013: Commenced in-flight amenities on premium class for EVA Airlines

Commenced British Airways business lounge, Bangkok

Commenced Marriott guest room amenity in America and Asia

2014: Launched Eden Breeze collection

THANN BRAND PROFILE

A range of natural hair and skin

care products based on

dermatological properties of

botanical extracts, created to suit

the urban lifestyle.

How to stand out from the crowd?

1. Creativity and planning ability for

product development with the use of

technology innovation

NATURAL PRODUCTS

BEAUTY PRODUCTS

THANN

(Combining natural therapy with

Scientific approach)

ORIENTAL EUROPEAN

BRAND POSITIONING

Brand Equity

A Lifestyle Brand

Aiming to offer customers a lifestyle of total wellness

Modern • Technology • International

Won many Design Awards in International recognition

Supplying to various leading Airlines and 5-star hotels worldwide

Outstanding store concept leads to natural yet modernity ambience

Umbrella brand

Brand Category Store Locator

THANN Visible Result, Expert

Guaranteed

18 Countries, > 62 stores

Australia, China, Finland,

Guam, Hong Kong, Israel, Japan,

Mexico, Mongolia, Russia,

Singapore, Sweden, South Korea,

Taiwan, Thailand, Turkey, USA,

Vietnam

THANN Sanctuary Spa

11 Countries, 17 spas

Finland, Guam, Hong Kong,

Japan, Mexico, Mongolia, Russia,

Sweden, Taiwan,

Thailand, Vietnam

THANN Café Café Bangkok

BRAND UNIQUE SELLING POINT

• Rice bran is a component of raw rice that is obtained when it is removed from the starchy endosperm in the rice milling process.

• The oil is extracted from the

germ and inner husk of rice

• The oil released from the rice bran contains a hefty amount of Vitamin E and essential fatty acids.

• Contains 3 natural Vitamin-E

– Tocopherol

– Tocotrienol – Oryzanol

with the latest cosmetic ingredient, developed from advanced stem cell

technology

Regenistem rice extract (from Bhutan red rice) - Stimulate collagen production - Strengthen skin condition

Visible Results, Expert Guaranteed

Natural + Scientific

Visible results, Expert-guaranteed

• Efficacy Test (Serum, Anti-aging)

• Irritation Test/Dermatologist Tested

(48 items)

• World wide, High quality plants

• Certified Organic Ingredient*

• 100% Essential Oil

• Special care formula*: Paraben Free, Paraffin/Petroleum wax Free, Color Free

* Exclusively formulated on some item

2. Ability to expand, develop, control and

manage sales network

DISTRIBUTION

Thailand (15): Bangkok, Phuket, Samui (3 Spa services)

China (3): Cheng Du, Guiyang, Wuxi (2 Spa services)

Guam (2): Dededo, Tumon Bay

Hong Kong (11): Central, Tsim Sha Tsui (1 Spa service)

Japan (8): Tokyo, Nishinomiya, Osaka, Kyoto (1 Spa service)

Mongolia (4) Ulaabaatar (2 Spa service)

South Korea (2): Seoul

Singapore (1) ION Orchard

Taiwan (3): Taipei, Kaoshiong, Hualien (2 Spa services)

Vietnam (5): Ho Chi Minh City, Hanoi (1 Spa service)

Finland (1): Helsinki (with Spa service)

Russia (1): St. Petersburg (with Spa service)

Sweden (2): Stockholm (with Spa service)

Turkey (1): Istanbul

USA (1): New York (with Spa service)

Australia (1): Brisbane (with Spa service)

Mexico (1): Monterrey (with Spa service)

HOSPITALITY THAILAND HOTEL

INTERCONTINENTAL (BANGKOK)

INTERCONTINENTAL (SAMUI)

RENAISSANCE BANGKOK RATHAPRASONG HOTEL (BANGKOK)

GRAND HYATT ERAWAN (BANGKOK)

FOUR SEASONS TENTED CAMP GOLDEN TRIANGLE (CHIANG-RAI)

MARRIOTT RESORT AND HOTEL (THAILAND AND ASIA PACIFIC)

PULLMAN SILOM (BANGKOK)

CASA DE LA FLORA RESORT & SPA (KHAO LAK)

PARESA RESORTS (PHUKET)

VERANDA RESORT & SPA (CHA-AM)

VERANDA RESORT & SPA (CHIANG-MAI)

ZEAVOLA RESORT & SPA (PHI PHI)

BAAN THAI HOTEL (PHUKET)

HOSPITALITY JAPAN

AKASAKA EXCEL HOTEL

AKASAKA GRANDBELL HOTEL

ARCANA IZU

AUX BERJU CABIRA

AUX BERJU REN

BENESSE HOUSE

BORO NOGUCHI, NOBORIBETSU

CROSS HOTEL, OSAKA

CROSS HOTEL, SAPPORO

DUPLEX MINAMI AZABU

DUPLEX MITA

DUPLEX SHIROGANE

GRAND AUBERGE HOKKAI

HITEN MUSOAN

HONNOR’S HILL KARUIZAWA

HOTEL METROPOLITAN SENDAI

HOTEL OKURA OKAYAMA

IKAHO ONSEN, FUKUICHI

IKEBUKURO DUPLEX

IL PARAZO

ISHIGAKI ANA HOTEL

KAPPO NO YADO IMAI

KURASHIKI KOKUSAI HOTEL

MIYAZAKI GOLF CLUB

MOJIKO HOTEL

OH-AN

PARK HOTEL TOKYO

PETITE FEE

RIVER TREAT GARAKU

REVERDI TERRA

ROPPONGI DUPLEX

SHIBUYA GRANDBELLE HOTEL

SHOGETSU

SHOKICHI

SHOTOKAN

SUGIMURA ONSEN CHOSEIKAN

SUISEN

SWISS HOTEL NANKAI OSAKA

THE RITZ CARLTON TOKYO

TOKYU HARVEST CLUB, VIALA HAKONE

YUIKANZO

HOSPITALITY

AIRLINES

THAI AIRWAYS FIRST & BUSINESS CLASS LOUNGE (BANGKOK)

QANTAS FIRST & BUSINESS CLASS LOUNGE (BANGKOK)

BRITISH AIRWAYS FIRST & BUSINESS CLASS LOUNGE (BANGKOK)

EVA AIRLINE PREMIUM ECONOMY AMENITY KIT

HOSPITALITY Other markets

THE SEVEN HOTEL, PARIS, FRANCE

THE ACE HOTEL, CANADA

AUSTRALIAN CIRCA BOUTIQUE, AUSTRALIA

CARAVELLE HOTEL, VIETNAM

MARRIOTT RESORT AND HOTEL, USA

MORNINGTON GOTHENBURG, SWEDEN

PARKVIEW HOTEL, TAIWAN

PEPPERS - PEPPER TREE WINERY, AUSTRALIA

RAES ON WATEGO, AUSTRALIA

ROYAL CHIAO HIS (HOT SPRING AREA), TAIWAN

TERRACE DOWNS, AUSTRALIA

THE HUGHENDEN APARTMENTS, AUSTRALIA

THE HUGHENDEN BOUTIQUE, AUSTRALIA

VAR GARD I SALTSJOBADEN, SWEDEN

VILLA MODICA, AUSTRALIA

WISEDALE BOUTIQUE HOTEL, AUSTRALIA

SPICERS TAMARIND, AUSTRALIA

THANN Sanctuary Concept

Keyword

A Sanctuary for Serenity and Senses

Unique selling points

• Offering selections of spa treatment based on THANN’s art natural therapy.

• Experienced therapists trained from a highly prestigious spa academy in Bangkok

• High quality service standards and consistency in all its spa around the world.

• The unique and outstanding in the decoration induces calm and tranquility ambience.

• Voted as one of the year’s 2006 Hot 55 spas of the world by Condé Nast Traveller Magazine US edition

• Nominated of Day spa of the year and Spa product line of the year in 2010 and 2011 by AsiaSpa Magazine

A SANCTUARY FOR SERENITY AND SENSES

• An oasis of peace and tranquility

that offers selection of spa

treatments based on THANN’s art

natural therapy.

• All senses will be awakened by

the unique wellness concept and

ambience.

• The use of natural color, soothing

light and specially designed

furniture induces calm and

tranquility.

• We ensure high quality

service standards and

consistency in all its spa

around the world. All

Therapists have had

rigorous training at a highly

prestigious spa academy

• The unique and outstanding

in the decoration oozes fine

design and quality to create

a perfect place for physical,

mental and spiritual renewal.

THANN SANCTUARY, CASTLE HOTEL, NEW YORK, US 2013

THANN SANCTUARY, PULLMAN SAIGON CENTRE, HCMC, VIETNAM, 2013

THANN SANCTUARY, EMPORIUM, THAILAND 2013

THANN SANCTUARY, WORLD COMMERCE CENTRE, HONG KONG, 2012

FLAGSHIP STORE

THANN, K11, HONG KONG 2009

THANN SANCTUARY, PARK HOTEL TOKYO, JAPAN 2012

THANN CASA, Park Hotel Tokyo, Japan 2013

OMOTESANDO HILLS, TOKYO, JAPAN

MARCH 2008

CONCEPT SHOP

CENTRAL WORLD, THAILAND 2011

ST. PETERSBURG, RUSSIA, 2010

THANN SANCTUARY, GAYSORN, THAILAND 2008

FLAGSHIP STORE

THANNnative, GAYSORN, THAILAND 2005

DA-AN, TAIPEI, TAIWAN 2008

THANN Sanctuary Necka, Stockholm Sweden 2008

STOCKMANN HELSINKI DEPARTMENT STORE, FINLAND 2008

THANN SANCTUARY WUXI, CHINA 2014

3. Ability to recruit and train competent

personnel

Spa academy •

On site massage

training •

Brand manager &

Retail manager

training

People

• Most crucial resource in retail / service industry

• Customer’s perception of the brand will be easily influenced by the way staff

behave

• Staff attitude / appearance can form either positive or negative impression

of the brand

• Staff need to build and sustain good relationship with customers (family & friends party, workshop for VIP)

4. Ability to evolve, while maintaining

consistency PR and marketing activities

Public Relations (PR)

Advertising, PR, Event = Marketing

• Introduce Promote Interest Trigger

• Integrated communication channels

• Right product VS Right media

• Create opportunity through occasions

• Find or create uniqueness (USP)

• Prioritize your message

• Effective press kit

• Press Relation

• Window Display

PR Strategies • Build brand with PR

• Maintain brand leadership with Advertisement

• Must be in at least 7 media per month

• Must be in both men and women magazines

• Monthly Media Mix:

– 4 Leading Beauty Magazines

– 3 Leading Lifestyle Magazines

DO:

– Editorial, Advertorial

– Product Placement

– Testimonial

– Advertising can be done after brand awareness has been built from PR

The Right Roles

Role of PR Role of Advertising

Brand Building Brand Maintenance

Not Expensive High Price

Verbal is Key Visual is Key

Other Directed Self Directed

Use Slow Build-up

Strategy

Use Big Bang Strategy

Good PR Messages

1. Something new (Not already available on

internet)

2. Something personal that touches

people’s heart

3. Leader in communicating innovation

4. Success story of the brand

5. Logic and straight forward message

Poster

Poster

Poster

THANN official website

Marketing communication in other languages

Eden Breeze collection launch event February 2014, Thailand

International Media Event June 2013, Thailand

Venue set up in Jasmine theme

Guests fill in questionnaire to find out their own elements

Therapists provide massage for guests

Family & Friends Workshop

JAPAN

TAIWAN

HONG KONG

TURKEY

SINGAPORE

THAILAND

5. Ability to maintain company’s reputation

and the trust of society

AWARDS G-MARK AWARD 2005 ASEAN SELECTION- Japan Industrial Design Promotion Organization

THAILAND PRIME MINISTER EXPORT AWARD 2005

DESIGN FOR ASIA AWARD 2006– Hong Kong Design Center

2006 Hot 55 spas of the world by Condé Nast Traveller Magazine US edition

2010 Nominated for Day spa of the year and Spa product of the year by AsiaSpa Magazine

2011 Nominated for Day spa of the year, Anti-Ageing Product Line of the Year, Natural Product Line of the Year and Spa Product Line of the Year by AsiaSpa Magazine

2012 Thailand Trust Mark Award by Department of International Trade Promotion, Ministry of Commerce, Royal Thai Government

2013 Bai Po Business Awardsby Sasin

Crucial statements to reconsider

Sales strategies determines success?

• It is wrong to find customers for products (inside-

out approach)

• Little regard for consumer insight

• Find products for consumers; why do they buy?,

what do they want?

• Outside-in thinking is essential

Customer acquisition is the key?

• It is important

• But what about customer retention?

• The “leaking basket” syndrome, we are not

looking after the customers

• 68% of customers left because they have been

neglected, not the price, not the products

• How to create value for customers to earn their

lifetime loyalty?

There are too many products, too many choices?

• There are too many of the same things

• Rarity and authenticity is the key

The world is rational?

• The world is driven by emotion

• Think of all your life decisions

• Mind is 3,000 times faster than rational thought

• Emotion wins in marketing battle

• Less feature, more emotional benefits

Successful brands – what do they stand for?

• Hallmarks Relationship

• Levi’s Original, Masculine

• Ovaltine Nutrition

• Mercedes Successful businessman

• BMW Fun driving

• Starbucks Sociability

• Nike Winning

• McDonald Value for money, family happiness

• THANN Luxury indulgence

What are yours?!

The emotional relationship marketing process

Awareness

Information

Respect

Friendship

Trust

Loyalty

Togetherness Partnership

Quality of service

• Reliability Ability to perform the promised services

• Responsiveness Willingness to help customer and provide prompt service

• Assurance Employee’s knowledge and courtesy. The ability to inspire

trust and confidence

• Empathy Reflect caring, individualized attention given to customers

• Tangibles Reflect appearance of physical facilities, equipment and

personal appearance

Summary: why brand is

important? • A brand is an identity and personality that the company wish to

portray in the market.

• A successful brand can create, strong, positive and lasting

impressions that are perceived by the customers to be of value

to them personally.

• A visual approach is vital to be in the consumer’s mind such

as, the name, symbol, packaging, shop design and service

reputation.

• A brand can be differentiated by set of tangible / intangible

attributes or feeling and emotions that associated with the

particular brand

Brand builder's checklist • What is your brand's philosophy and vision?

• What are the emotional reasons why customers might buy your products/services?

• What are the good and bad attributes of your brand (company, product)

• Can you extend those features and benefits to form emotional characteristics?

• What are the rational and emotional personality characteristics of your brand?

• What can you do to bring these personality characteristics to life?

• How can you deliver on the promise of your brand?

Thank You!