:

:

:

:

AISBrandAgeAward

-

128/334-33531

,

.10400

www.aisbrandageaward.com

:02-274-9192-5101-108

:081-170-2750,086-048-3756

:02-274-9196

E-mail :aisbrandageaward@gmail.com

*

AISBrandAgeAward8()

4 5

AIS-BrandAgeAward

() AIS

BrandAge

7

Social Media

Generation ME

99%

1

90%SocialMedia,87%/

Word-of-mouth(),86%

83% 75%

60% 57%

(:DigitalMarketingConsultancy)

AIS-BrandAgeAward

Digital Era

DigitalMarketing

SocialMedia

AIS - BrandAge Award 8

MADEBYYOU

MADEBYYOU

Social Media

DigitalMarketing

6 7

6

60-73

7

74-87

8

88-103

9 Smart Devices

104-113

10

114-119

1 (Executive Summary)

08-09

2 (Industry Analysis)

10-15

3 (Market Analysis)

16-25

4 (Marketing Strategy)

26-33

5

34-59

8 9

3-5

(Executive Summary)

1

2

3

4

5

-

6

7

8

SWOT

9 /

10

11

10 11

(Industry Analysis)

(Macro View)

12 13

/

(AgingSociety)

1:

2:

2

1:(GeneralEnvironment)

14 15

2:(CompetitiveEnvironment)

,

3Rs:

Reduce,ReuseRecycle

16 17

(Market)

(Competitors) (Customers)

(Competitor Analysis)

(Market Analysis)

18 19

1.

2-3

2.

3.

4.

5.

1:

2:

(NicheMarket)

2-3

2

3:

-

4:

(Customer Analysis)

1.

2.

3.

20 21

(Initiator)

9

(Influencer)

(Decider)

(Purchaser)

(User)

3.

1.

2(Organization

Customers) (Consumers)

(Purchasing Manager)

5

2.

15

22 23

1.

2.

3.

1:

2:(LifeCycle)

20(),21-25(),

26-30(),31-35

(),36-40(),

41-45(),46-50(

),51-55(),55-60

(-),61()

3:,

4:,-

,,

5:

15,000/,15,001-25,000/

1:,,

2:,

(,

,)

1:,,

2:,

,

4.

5.

6.

1: (Activity)

,

2: (Interest)

,

3: (Opinion)

,

4: (Self-Perception)

,

1:

2:

,

3:

,

1: ,

,

,

2: ,

,

24 25

26 27

(Marketing Strategy)

SWOT:

28 29

Opportunity Threat

(Opportunity) (Threat)

(External Factors)

(Marketing)

-

-

-

-

-

-

:

:

e-coupon

SWOT Analysis

SWOTAnalysisS:Strength()

W:Weakness()O:Opportunity()

T:Threat()

Strength Weakness

(Strength) (Weakness)

(Internal Factors)

30 31

(Success

Probability)(Strength)

(Attractiveness)

(Treat)

(ProbabilityofOccurrence)

SWOT Analysis

(Marketing Opportunities)

(MarketingStrategy)

Marketing Objective

Marketing Objective

10% ,

10%,

50%,xxx

xxx

Strategic Objective

Strategic Objective

(4Ps)

1: (Overall

CostLeadership)

(Economy of Scale)

2:(Differentiation)

3: (Focus)

(Niche)

32 33

4Ps Strategy

4Ps P-Product, P-Price, P-Place

P-Promotion

SWOT Analysis

4Ps

34 35

IMC

(Integrated Marketing

Communications)

(Category)

(Marketing Communication)

(Promotion Mix)

(Advertising) (Public

Relations)

(Sales Promotion)

(Personal

Selling)

(Direct Marketing)

(Promotion) Promotion

(MarketingMix 4Ps)

(Product) (Price) /

(Place/Channel of Distribution)

(Promotion)

Inside Out Approach

. (Robert F. Lauterborn)

4Ps (Product, Price, Place, Promotion)

/ 4Cs 4Cs

(Customer Centric)

OutsideInApproach

36 37

4Cs

Customer Solution

Customer Cost

(ValueforMoney)

Convenience

Communication

(Marketing

Communication) (Integrated

Marketing Communications)

(MarketingCommunicationMix)5

2

5

(Campaign) (Message)

(Media)

(SingleVoice)

IMC

(BrandBuilding)

1.1. (Marketing Communication)

(TheMarketingConcept)

3 (The Production

Concept)(TheProductConcept)

(TheSellingConceptorSalesConcept)

(Promotion)

(Promotional Communication)

(Advertising) (Publicity)

(SalesPromotion) (Personal Selling)

(The

SellingConcept)

(Category)

(Brand Loyalty)

38 39

Remind

(MarketingMix)

P4Promotion

P3 (Persuasive

Communication)

P-Product

(PhysicalProduct)

(Package)

(Brand)

(Brand Name)

P-Price

(Prestige Image)

(Value Image)

(QualityImage)

P-Place

(StoreLocation)

P-Promotion

(Promotion

Mix)

(To Inform)

(ToPersuade)

(To Remind) (To make

Consumer Relationship)

3

(Cognitive)

(Affective)

(Behavior)

40 41

1.1.1 (Advertising)

(Advertising)

(Public Presentation)

(Pervasiveness)

(Amplified Expressiveness)

/

(Impersonality)

(Out of Home Media) (Direct Mail)

(Merchandising)(Point

ofPurchaseCommunication-POP)

(InstitutionalAdvertising)

(BrandAdvertising)

SalesPromotionAdvertising

1.1.2 (Public Relations)

2

(Corporate Public Relations-CPR)

(MarketingPublicRelations-MPR)

CPRMPR

(Publication)

(Event)

(News)

(Press Release)

(PhotoRelease)(Advertorial)

(Informatial)

42 43

(Programmercial)

(Interview)(Seminar)

(Speeches) (Identify Media)

(Public and Social Services Activities)

1.1.3 (Sales Promotion)

(Sales Promotion)

(Personal Selling)

(Advertis ing) (Public Relations)

(Consumer Purchasing)

(DealerEffectiveness)

3

(Consumer Promotion)

(Trade

Promotion Dealer Promotion)

(Sales Force Promotion)

1.1.4 (Personal Selling)

3

(Personal Confrontation)

2

(Desire Action)

(Response)

44 45

(TwoWayCommunication)

(High Involvement Product)

(Functional)

PC (Product Consultant)

(Beauty Advisor-BA)

(SexAppeal)

PromotionalGirl(PG)

(Pretty)

PGPretty

PRPersonalSelling

PG Pretty

1.1.5 (Direct Marketing)

(DirectMarketing)

(Direct Mail)

(Telemarketing)

(Internet Marketing) (Catalog)

(Interactive TV) (Kiosks) (Website)

Direct-

Order Marketing

CustomerRelationshipMarketing(CRM)

(Nonpublic)

(Customized) (Personalize)

(Up-to-date)

(Interactive)

(Face-to-faceSelling)

(Face to Face Selling),

(Direct Mail), Catalog Marketing, Kiosk Marketing,

TelemarketingM-Commerce

CallCenterTelemarketing2

Inbound Telemarketing () Outbound

Telemarketing()

3 Direc-Response Advertising,

AthomeShoppingChannelVideoTextandInteractiveTV

(DirectMarketing)

(BusinessMarket)(ConsumerMarket)

46 47

(Door-to-Door Selling) ?

3

1.(DirectMail)

(DirectResponseDevices)

2.(TelephoneMarketing)

2

1.(Outbound

Operations)

62

32

6

4239

19

2. (Inbound

Operation)

800 (800 Numbers)

(Automatic Number Identification or ANI)

48 49

3.(MassMedia)2

1. (Print Media)

Free Standing Inserts (FSIS)

2. (Broadcast Media)

1.

712-7000

2.

(Integrated Marketing

Communications: IMC)

(BrandEquity)

(Media)

50 51

1.

Family Mail

2.

3.

1.2

(Integrated Marketing Communications)

In teg ra ted Marke t i ng

Communications (IMC) 1990

(Category)

.(DonE.Schultz)

IMC

Brand Contact

Promotion Mix

IMC

Medill School of Journalism

Northwestern

IMC

IMC(Approach)

IMC

(Company Focused)

52 53

IMC

InsideOutApproach

IMC

Customer Centric, Outside-in Approach

(Consumer Insight)

IMC

(TraditionalMedia)

Contact Points

(One-on-One Marketing)

(Personalized Communication)

IMC

(Circular)

(Spin-off Effects)

(BrandContact)

54 55

7-Eleven

12

(Brand Building)

IMC

IMC

(Contact Points)

(Orchestration)

Contact Points

360

IMC

. Contact Points

(Promotion Mix)

(Marketing Communication Mix)

IMC

IMC Tools

EventMarketing,

Sponsorship Marketing, Trade Show, Road Show, Merchandising

(), Point of Purchase (POP), Packaging,

ProductPlacement,CorporateIdentity,Word-of-mouth

(Message)

(Engagement)

IMC

(Brand Message)

(Brand Image)

(BrandPositioning)

(Brand

Essence)

(Northwestern)

IMC

IMC

56 57

IMC

Consumer Insight

IMC

(ValueAdded)

IMC

(Process)

IMC

Segmentation

IMC (Brand Building)

IMC

IBC Integrated Brand

Communications

IMC

(Total Experience)

(Contact

Points)

BrandIdeaBrandIdea

IMC

ZeroBasePlanning

IMC

(Zero Base Planning)

Brand Idea

(Outside-inPlanning)

(Idea)

(ContactPoints)BrandIdea

(Executional Idea)

Brand Idea

58 59

IMC

IMC

IMC

(Direct Marketing)

(EventOrganizer)

(NicheMarket)

(EventMarketing)

(Event Management)

Big Idea

IMC

60 61

(Brand Activation)

(Media Activities/Above The Line Activities)

Brand Activation

(Non-Media Activities/Below The Line Activities)

(One-to-One Communication)

1.(SponsorshipMarketing)

2.(MarketingPR)

3.(EventMarketing)

4.(TradeShow)

62 63

1 (Sponsorship Marketing)

(SponsorshipMarketing)

(Brand Awareness)

SponsorshipMarketing

7

1.

2.

3.

4.

5. Cause

Related Marketing

6. (Ambush Marketing)

7. MUSH (Municipal, University, Social,

Hospital)

64 65

Sponsorship Marketing

1.

2.

2. (Marketing PR)

2

(Corporate PR)

(Management Tool)

(Image Bui lding)

(Marketing PR)

(Marketing Tool)

Marketing PR

AbovetheLineBelowtheLine

MPR

MPR

/ MPR

ShareofVoiceMPR

(Philip Kotler)

PENC I LS

MarketingManagement

P=Publication

E=Event

N=News

C=Community InvolvementActivities

I=Identity Media

66 67

L=Lobbying Activity

S=Social Responsibility

2

1. (Proactive

MarketingPublicRelations:PMPR)

2. (Reactive

MarketingPublicRelations:RMPR)

3. (Event Marketing)

(EventMarketing)

SpecialEvent,EventSponsorshipLifestyleMarketing

3

1. (Product Events)

2. (Corporate Event)

3. (Community Event)

68 69

4. (Trade Show)

2TradeShow

RoadShow

TradeShowRoadShow

TradeShow

RoadShowTradeShow

Trade Show

The Center for Exhibition Industry Research

(DirectMail)(PromotionMix)

87%

49%

The Organization for Exhibitors

Center forExhibition IndustryResearch

Deloitte&ToucheConsultingGroup

Trade Show Road Show

(HighInvolvementProduct)

(Product)

70 71

Trade Show/Road Show

TradeShow/RoadShow

Exposition, Salon, Trade Display, Trade Fair

1. (Major General Fairs)

2. (Major Specialized Trade Fairs)

3. (Secondary Specialized

Trade Fairs) (Mini-

Fairs)

4. (Consumer Fairs)

5. (Solo Exhibitions)

6. (In store Promotion)

(Local Trade Fair)

(NationalTradeFair)

(Regional Trade Fair)

(InternationalTradeFair)

72 73

Exhibition/Trade Show

8

1.

Soft Sale

(Loyalty)

2.

3.

4.

(Approach)

5.

6.

7.

8.

74 75

(Customer Focused)

Two-ways Communication

Marketing 3.0

(HermawanKartajaya) (Iwan Setiawan)

33.0

1.0 (TheProductCentric

Era)

2.0 (TheCustomer-

Oriented Era)

76 77

3.0 (The

Values-Driven Era)

3.0

(Blogger)

(Community)

(New

Media)

(Backyard)2

(Brand Backyard) (Consumer Backyard)

Facebook

Page

(BrandBuilding&

Communication)

(CustomerRelationship

Management)

(SocialMarketing)

(Brand Positioning)

2

78 79

1. (Brand Communication)

(Message)

(Community)

(TargetedCommunication)

Facebook

Twitter

(Community)

2.

3

(CSR)

(CRM)

/

2009 ()

/

34% 56% 9% 1%

13% 57% 26% 5%

13% 57% 25% 5%

10% 59% 27% 4%

9% 54% 31% 6%

8% 53% 33% 6%

7% 54% 34% 5%

6% 53% 36% 6%

6% 49% 38% 7%

5% 49% 39% 6%

7% 48% 37% 8%

5% 47% 41% 7%

4% 37% 48% 11%

3% 34% 51% 11%

3% 30% 51% 16%

2% 22% 47% 29%

: NielsenOnline,NielsenGlobalOnlineConsumerSurvey

80 81

(Endorsement)

1.

2.

3.0

3.

4.

(SocialMedia)

CRM(Customer

RelationshipManagement)

CRM

82 83

CRM

CRM

(Customization)

LoyaltyProgram

2

(Social Marketing)

CSR (Corporate

Social Responsibility)

GE(General

Electric)

Ecomagination.com

GE

CSR

Google DataCenter

Google 50%

Starbucks Responsibility

(.)

.

.

www.egat.co.th/reforestFanpage.

(Event

Marketing) (Offline Event)

(Online Event)

84 85

Lifestyle

4Ps 1) Permission

2)Participation

3) Profile

4) Personalization

Hi5 Facebook Twitter

MSN

(Device)

(Internet Take Over Other Media and

Communication)

(Always-on)

(Passive)

(Active) (Shareand

Show)SocialMedia

Status Facebook

TwitterCheck-in

(Consumer Insight)

1.

86 87

2.

(Share)

(Community)

3.

4. (CRM)

Loyalty Program

5. Community

Community

6.

(Differentiation)

CEM (Customer Experiential Marketing)

88 89

Social

Network

Social Media

(Social

Network)

SocialNetworkSiteSocialNetworkService(SNS)

(Social Media)

Social Network

Social Media

Facebook,YouTube,Blog

(TraditionalMedia)

(Virtual Community)

90 91

(Social Network Service)

(Time) (Space)

724

CRM(Customer

RelationshipManagement)

(VirusMarketing)

Nielsen

78%

63% 61%

86%

Social Media

.(AndreasM.Kaplan)

(Haenlein Michael)

Users of the world, unite! The challenges and opportunities of

socialmediaBusinessHorizon2010

6

1. Collaborative Project

Wiki Social

Bookmark

2. Blog

Weblog Blog

Worldpress

3. Content Community

(Share)

Flickr,YouTube,Slideshare

Presentation

4. Social Networking Site (SNS)

Facebook

92 93

5. Virtual Game World

MMORPG(Massively Multiplayer Online

RolePlayerGame)

6. Virtual Social World

Second Life

Avatar

(Social Media)

Social Media

SocialMedia

(BrandContact)

(BrandAwareness)

1.Facebook

2.Twitter

3.YouTube&ViralVideo

4.SmartDevices

1. Facebook

http://www.socialbakers.com/

2 2556 Facebook

986,757,600151

159,436,740

(18,550,740)

Facebook

1 1

7 Facebook

2547(..2004)2555Like1.13

2.19Check-in1.7

Facebook

Facebook

Google

94 95

Facebook

Facebook

2.Twitter

Twitter 2549 (..2006)

140

(Tweet) SMS (Short

Message Service)

Micro Blog

Twitter 500

(ActiveUser)140Frozzo

Twitter 2012

112

25-34

23%65 Twitter

3%

Twitter

1

(50.99%)

110Twitter

Twitter

175750

Twitter 24,000

SearchEngineYahooBing

13,500

57%

Twitter

Twitter

50%(Follow)

Follower

79%

Twitter

45% Twitter

20%83%

Twitter Twitter

Twitter

96 97

Twitter

Twitter

Twitter

Twitter

Twitter

Twitter

1224

Twitter

3. YouTube & Viral Video

YouTube (Video

Sharing Social Network) 1

..2548 (..2005)81

2010FacebookYouTube

2,000YouTube

183

2010 200

25%

YouTube 3

Google Facebook

YouTube 70%

YouTube

22% 6.1% 5%

5 3.7% 1% YouTube

4

Google.co.th, facebook.com Google.com

YouTube4Google,FacebookYahoo

10

15

YouTube

YouTube

(Active Audience)

(Passive

Audience)

98 99

YouTube

Video Content

VideoContentYouTube

ViralMarketing

1.

2.

VideoContent

Video Content

() Kamikaze

Psy

3.

YouTube

4. (Influencer)

VideoContent

(EventMarketing)

Video Content

5. Video Content

Video Content YouTube

YouTube

6. Smart Devices

SmartDevices (SmartPhone)

(Tablet)

(Targeted)

(Personalization)

100 101

Smart Devices

Smart Devices

(Building Customer Database)

CRM

Smart Devices

Push

Smart

Devices

SMS (Short Message Service)

SMS

(Mobile Ads)

(Application)

(Immediate Response)

(Actionable)

Click-to-Call

(iAd)

SmartDevices

Smart Devices

GPS (Global Positioning System)

Location Based

Service(LBS)

LBS Foursquare

..2552 (..2009)

3 2553

5Facebook

Place Google LBS

8GoogleLatitudeCheck-in

GowallaLBS

102 103

LBS

Check-in

Location

Based Game

LBSCheck-in

Check-in

Near By

Groupon

Instagram

(Filters)

TwitterFacebookInstagram

FollowersFollowing

LikeComment

104 105

(Smart Devices)

(Voice Service) Smart Devices

(Short Messaging Service-SMS)

(Multimedia Messaging Service-MMS)

3G 4G

Social Networking

Non-Voice Service

Smart Devices

4Ps Digital Marketing

KentWertimeIanFenwickDigimarketing:

TheessentialGuidetoNewmedia&DigitalMarketing

4Ps

Permission

SMS

Participation

106 107

Profiling

Personalize

Kent Wertime Ian Fenwick

(Engagement)

(Awareness)

(Individuality)

(DigitalContent)

()

() (

)(30

1 )

(Influencer)

(Comment)

( Social Network

)

108 109

(ProfilingofConsumers)

(MassMedia)

Smart Devices

Smart Devices

.

SmartDevices

24

(Multimedia)

Spam

Smart Devices

(PermissionMarketing)

SmartDevices

110 111

Smart Devices

2

SMS

9 3

KentWertimeIanFenwick

Digmarketing

11,00041

20

SmartDevices

50

EMIMusic

EMI

(MassMarketing)

EMI

EMI Neolane

EMI

(Target Customer)

EMI

100

EMI

SMS

EMI

18

SMSEMI

MMS

(Impression)

(Passive)

(Active) (Engagement)

112 113

Academy Fantasia

SMS

Smart

Devices

KenWertime

Ian Fenwick

SMSe-Book

3G4G

30

215

Smart Devices

www.youtube.com

Viral

Marketing

(CRM)

(Personalize)

SMS

(HappyBirthday)

SMS

SMS

SmartDevices

Smart Devices

114 115

(Management)

3

(IMC)

(Conceptual)

IMC

116 117

2 (Sender) (Receiver)

2(Message)

(Channel)

4

(Encoding) (Decoding)

(Response)(Feedback)

(Demographic)

(Psychographic)

(Values and Lifestyle)

IMC

(IMC)

(Awareness)

(Affordable Method)

(Arbitrary Allocation)

(Percentage of Sales)

(CompetitiveParity)

(Zero-based Planning)

(Product Life Cycle:PLC)

(IntroductionStage)(Brand

Awareness)

(Growth Stage)

(Maturity Stage)

(Decline Stage)

118 119

(MessageContent)

(Unique

Selling Proposition)

(Appeal)

(Media)

(Message Format) (Message Source)

(Creative)

(Pretest)

(Pretest)

(Campaign)

(Post-test)

(Post-test)