caststudy bethink

Copyright © 2009 Bethink Agency Company Limited All Rights Reserved

About Us Marketing Media Contact Us Evaluation



History of Company

Bethink was established by Miss Daungruthai Pingjai in 1999. Our

company is a comprehensive Advertising Agency. We are leader in

Strategic Plan which has over 100 staffs and a lot of customer both

domestic and international especially consumer goods.

Chairman & CEO

Vice Chairman & Managing Partner

Assistant Managing Director Business Development &

Planning

Creative Director

Media

Director

Managing Director & Managing Partner

Chief Creative Officer & Managing Partner

Marketing Communications

Director


Our Team


Our Service

Service

Brand

Advertising

Brand &

Market

Research Brand

Communications

Consultation

Strategic Media

Planning &

Buying

Graphic

Communicati

ons

Public

Relations

Event &

Relationship

Marketing

Publishing /

Promotions

Branding

One Stop Services


Be all you can be

Positioning

Confidence Don’t Confidence

Dedicate

Don’t Dedicate


Client


Portfolio


Target

• Age : 30 up

• Occupation : Marketer

• Education : bachelor’s Degree up

Demographic

• Bangkok and Urban

Geographic


Target

• Active

• Self Confidence

• Open Mind

• farsighted

Psychographic


Target

Necessary Agency Strengths

• Creative Talent

• Know Client’s Business

• Quality People

• Client Relationship

• Organized/Consistent


Strength Weakness

Be Think

• Expertise in Strategic Marketing and Researching. • Expertise and experience about the Consumer Product.

• Personal with expertise and experience in work.

• Organization completely in the technology.

• Get reward from both domestic and international competition.

• Less experience organizations.

AMEX • Experienced over 30 years.

• Expertise in Branding & Marketing Communication.

• Working together as a team.

• Less expertise in creative

work.

Jeh United • Expertise in Creative work.

• Get the reward from competition.

SWOT

Opportunity Threat

Be Think • Economy recover.

• Technology progress.

• Domestic political problems. • High competitive conditions in the

advertising market.

AMEX

Jeh United


SWOT

87,000

88,000

89,000

90,000

91,000

92,000

93,000

2005 2006 2007 2008 2009

Advertising Spending In Review 2005-2009


Advertising Industry

Presenter

Presentation Notes

http://www.positioningmag.com/prnews/prnews.aspx?id=76703 http://www.wiseknow.com/blog/2010/01/18/4483/

TelevisionRadioNewspaperMagazineCinemaOutdoorTransitIn-StoreInternet

Media Spending 2009



Presenter

Presentation Notes

Internet +153% http://www.wiseknow.com/blog/2010/01/18/4483/



Presenter

Presentation Notes

http://www.marketingoops.com/reports/metrix/top50web-jan10/

Our company


500

600

700

800

900

1,000

2005 2006 2007 2008 2009

Our Company In Review 2005-2009

Marketing Objective


• expand customers both Domestic 65% and International 35%.

• increase billing 20%

Marketing Strategy


• revise the marketing communication strategy to meet

the consumer behavior evolution.

• support Digital Media development

• marketing communication in characteristic of Experience

Marketing

Advertising Objective


• To establish awareness

• To establish confidence

creative


Key Message

“Be all You can Be”

Ad Idea

“exertive and concentrated to all tasks

and jobs”

To reach 80% of target audience by the end of 3

quarter.

Media Objective



Communicate via Above the Line and Below the Line

which emphasize on Below the Line

Media Strategy

Target Group : Marketer

Activity

Media

Weekday (Mon - Fri)

6.00 6.30 8.00 12.00 15.00 18.00 Lunch Leave home Wake Up Finish@ Work Arrive home

Radio

Sky train/Subway

Billboard

Bus Ad/Taxi Ad

Mobile phone

Mupi

Radio

Mobile phone

Website Radio

Mobile phone

Website

Radio

Mobile phone

Radio

TV

Website

Arrive home

Weekend (Sat - Sun)

8.30 10.00 12.00 14.00 18.00 Lunch with friends Leave home Wake Up Movie/Karaoke

Radio

TV

Website In-store Ad

Ad@restaurant

TV

Website

Cinema Ad

Ad@Karaoke

Website

Radio

Sky train/Subway

Billboard

Bus Ad/Taxi Ad

Mobile phone

Ad@Deptstore

Mupi

Radio

TV

Website

Radio

Sky train/Subway

Billboard

Bus Ad/Taxi Ad

Mobile phone

Mupi

Website

Radio

Sky train/Subway

Billboard

Bus Ad/Taxi Ad

Mobile phone

Ad@Deptstore

Mupi

Media

Activity

A Day in A Life


• Print AD

• Advertorial


Media Chanel

Above the Line

• Direct Mail

• Online

• Website

• Social network : Facebook, Twitter

• Display AD : Banner AD

• Internal Marketing

• CSR


Media Chanel

Below The Line

Above The Line


• To Establish Awareness

• BrandAge

• BrandAge Essential

• Positioning

• Marketeer

• GM


Print Ad

Objective

Magazine


Print Ad


• To create brand image


Advertorial

• BrandAge

• BrandAge Essential

• Positioning

• Marketeer

Objective

Magazine

Advertorial


Below The Line



• To advice information about organization


Direct Mail

Objective

Sent to Marketer Consumer Product 500 people

Direct Mail


• To create brand image


New Media

Objective

Location : Silom and Asork


New Media



• To create brand experience with target group

Web Site


Objective

www.bethink.com

Web Site



•To advice information about organization

• To create brand experience

Social Network : Facebook


Objective

www.facebook.com/bethinkagency

Social Network : Facebook



• To create brand experience


Social Network : Twitter


Objective

www.Twitter.com/bethinkagency

Social Network : Twitter



• www.adintrend.com

•www.positioningmag.com

• www.brandage.com

• www.marketeer.co.th

Banner Ad


Objective

Web Site

Banner Ad


• To create unity in the organization

• To make relationship in organization

Internal Marketing


Objective

Internal Marketing


• To create unity in the organization

• To make relationship in organization

Corporate Social Responsibility


Objective


Corporate Social Responsibility

MEDIA DETAILS No.OF UNITS

NETT COST PER

UNITS

NETT COST BAHT

2010

Api May Jun July Aug Sep

3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 4 11 18 25

Above the line Magazine BrandAge FPFC Right Page/ [Advertorial] 3 70,000 210,000 BrandAge Essentail FPFC Right Page/ [Advertorial] 3 80,000 240,000 Positioning FPFC Right Page/ [Advertorial] 3 70,000 210,000 Marketeer FPFC Right Page/ [Advertorial] 3 75,000 225,000 GM FPFC Right Page/ [Advertorial] 3 80,000 240,000 Tatal Magazine 1,125,000 Below the line Direct Mail Sent to marketer 500 people 500 200 100,000 Total Direct Mail 100,000 New Media Location: Silom and Asork 2 1,000,000 2,000,000 Total New Media 2,000,000 Online Website www.bethink.com 1 100,000 100,000 Social Network Facebook 1 Free Free Twitter 1 Free Free Banner Ad www.adintrend.com full page overlay/1 month 3 300,000 900,000 www.brandage.com frontpage/1 month 3 200,000 600,000 www.positioningmag.com frontpage/1 month 3 200,000 600,000 www.marketeer.co.th frontpage/1 month 3 200,000 600,000 www.manager.co.th frontpage/1 month 3 150,000 450,000 www.thannews.co.th frontpage/1 month 3 150,000 450,000 www.thannews.co.th frontpage/1 month 3 150,000 450,000 Tatal Online 4,050,000 Internal Marketing 3 180,000 540,000 Total Internal Marketing 540,000 CSR Save nature for the furture 1 1,000,000 1,000,000 Total CSR 1,000,000 TOTAL NETT COST 8,815,000

Media Flowchart


Above the Line

Magazine 1,125,000 Bath

Total ATL 1,125,000Bath

Below the Line

Direct Mail 100,000 Bath

New Media 2,000,000 Bath

Online 4,050,000 Bath

Internal Marketing 540,000 Bath

CSR 1,000,000 Bath

Total BTL 7,690,000 Bath

Total Budget


Total Budget


+ Extra 10% Contingencies 881,500 Bath

Total ATL+BTL 8,815,000 Bath

Total Budget 9,696,500Bath

During Campaign : Survey Research after the end of 2 quarter • Brand Awareness

• Brand Image

Post Campaign : Survey Research after the end of campaign

• Brand Awareness

• Brand Image

Evaluation


Contact Us


19 th Fl., Stage Tower 622, Silom Rd., Silom, Bangrak, Bangkok,10500 Tel. 02-2735409

Fax. 02-2733697 Website. www.bethink.com

Witchawan Ruengjaroon 49020115

Kamolchanok Kamjadpai 49021310

Duangruthai Pingjai 49023628

Muanfun Kwanmuang 49023697

Jiraporn Mancharoen 49025820

Sujitra Suwittayaweerat 49026056

Contact Us



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