IMC Plans

- Low Cost - No Frills - Short Haul (Within 4 Hours) - Airbus 320 : 180 Seats - Economy ClassFounded 1993 Founded 2003

- Low Cost - No Frills - Long Haul (Over 4 Hours) - Airbus 330 : 377 Seats - Business Class, Economy Class

Founded 2007 Founded 2014

Background

Business Class Economy Class

ICN NRT : Tokyo KIX : Osaka

DMK

Services

Positioning

USP RTB

Lower Cost

Higher Cost

Higher Services Quality

Lower Services Quality

“You Pay What You Want”

Target

Consumer Insight

“Value for Money, Keep the money for something else ”

Right now

Explore Experience

Travel

Fast

Value concern

Sharing Adventure

Self dependence

Independent

Playful

Fun

Self Express

A day in the life

Survey

n = 40

Key Issue

“to increase brand awareness from 12.5% to 40% in March 2015 (6 months)”

Solution (SMART Objective)

“People don’t know the real Thai AirAsia X”

Key Message

ทำให้เข้าใจว่า X คืออะไร

Projects

eXtra Long, eXtra Comfort, eXtra Economy

Member

5406612043 Ms. Nirunporn Kidmai 5406612050 Ms. Kannaree Kingkanchanarot 5406613595 Ms. Sineenart Somnam 5407610095 Ms. Rugeerat Jiamlertwiwat 5407610285 Mr. Nontawit Sungworn 5407610566 Ms. Arisa Muannil 5407610848 Ms. Apittha Jatupittayakuntha 5407611515 Ms. Kotchakorn Chokrathok