krating daeng

8/12/2019 Krating Daeng

1/30

Strategic Brand Management

Manish Chauhan

Patikarn Chuenchomeboon

Sara Faizpour

Kitchaporn Rojprasithporn

Anjani Kumar Singrodia

Team Six


2/30

BackgroundPositioning / Thailand


3/30


4/30

Krating DaengThe Challenger Brand

Monster

Masculine, lower-middle, energy drink positioning in Thailand.

Only Targeting Men

Women: Untapped Market

62.3%

11.3%

26.4%

New Target

Female 2035

Current TargetMale 2559


5/30

Target AudienceThe chosen Segmentation:

Demographic:

Women 2035

Low-middle Class High-middle Class

Geographic:

Urban / Suburban

Behavioral:

Feminine, Influential, Tech Savvy, Frequent Shopper, Trendy, Sociable.

Students or Young Professionals.

Commuting by Public Transportation or Eco Subcompact owned cars.

Psychographic:

Urban Achiever


6/30

Personas

Student

Age: 20

College Senior

Major: Liberal Arts

Goal: Be more focused

for school studies

Namcha Nina Palapa

Young Professional

Age: 25

Assistant Brand Mgr

Company: P & G

Goal: Networking + Nightlife

Young Mother

Age: 32

Housewife

Son: 5, Daughter: 6 months

Goal: Be more energized

for household tasks


7/30

InsightFemale Urban Achievers

There is always motivation among

women to overcome the educational,

professional, and personal challenges

in different stages of their lives.

Success is not a privilege and its achieve

through hard work & determination.


8/30

Brand Ambassadors

Student

Age: 26

Iconic & Accomplished,

Make-Up Artist

Determination & perseverance

Amata Chittasenee Milin Yuvcharuskul Nongyaow Sae Sol

Young Professional

Age: 31

Thai Fashion Icon,

Founder of Milin

Portrays female urban lifestyle

Young Mother

Age: 35

Mother, Actress

and Business Woman

Personal and professional life


9/30

Brand PromiseTo Female Urban Achievers

Empowering aspirational women to challenge

traditional conventions and achieve their full

potential in educational, professional, social

and personal aspects of their lives.

Brand BeliefIn Female Urban AchieversSuccess and high social status of Thai women in society can be achieved

through perseverance, determination and hard work, which is in perfect

harmony with Krating Daengs true story of success.


10/30

Functional Benefits Energizing, Refreshing, Healthy and Invigorating.

Attributes Modern, Trendy, Hip & Unique packaging design that Thai women can relate to.

Signature taste for the 3 product categories.

Brand Personality Aspirational, Unconventional, Progressive and Exhilarating,

with a sense of cultural appreciation.


11/30


12/30

Creative BriefKrating Daeng

Target Audience: Women 2035, Urban Achievers

Insights: There is always motivation among woman to overcome the educational,

professional, and personal challenges in different stages of their lives. Success is not

a privilege and its achieved through hard work & determination.

Current Mindset: Krating Daeng is associated as a masculine, lower-class, and

old-fashioned functional energy drink.

Brand Promise: Empowering aspirational women challenge traditional

conventions and achieve their full potential in educational, professional, social

and personal aspects of their lives.

Main Idea: Hit the Goal


13/30

Creative BriefKrating Daeng

Reasons to Believe: Krating Daengs inspirational story of success.

Desired Mindset: Refreshing, energizing, modern, trendy choice of energy

drink targeting women as urban achievers.

Brand Personality:Aspirational, Unconventional, Progressive and Exhilarating,

with a sense of cultural appreciation.

Executional Mandatories:

Packaging Re-design/Logo Adaptation

Advertising (Print Ads(Magazine), TV, Radio, Mobile, Billboards)

Website

Social Media (Facebook, Instagram, YouTube)


14/30

Website

Responsive Website

Membership Login

Social Media Streams

Lifestyle FeaturesTraditional Channels

Print

Magazines

Billboards

Urban Areas

TV

Lifestyle Channels

Advertising PlanSocial Media

Radio


15/30

Campaign Strategy

H1 H2H2

Q1 Feb-Apr

Intrigue Campaign

Public Relations

Launch EventsSocial Media

Q2May-Jul

Commercials

1st Social Media

Competition

Promotions

Print AdsPublic Relations

Q3Aug-Oct

Commercial

Billboards

Social Media

Activation Event

Q4 Nov-Jan

Holiday Campaign

2nd Social Media

Competition

Promotions

Print Ads


16/30

Lorem ipsum dolor sit amet,

consectetur adipisicing elit,

sed doksjdf amet rgeiusmod

tempor incididunt ut labore

et dolore magna aliqua. Ut

enim ad minim veniam, quis

nostrud exercitation ullamco

laboris nisi ut aliquip ex ea

commodo consequat. gferf

TO DO LIST

Nutritional Facts

Packaging DesignThree Product Categories

Taste of Victory

Taste of Spirit

Taste of Delight

Taste of Delight

KDTaste of Spirit

KDTaste of Victory

KD

Lorem ipsum dolor sit amet,

consectetur adipisicing elit,

sed doksjdf amet rgeiusmod

tempor incididunt ut labore

et dolore magna aliqua. Ut

enim ad minim veniam, quis

nostrud exercitation ullamco

laboris nisi ut aliquip ex ea

commodo consequat. gferf

ACCOMPLISHMENTS

Nutritional Facts


17/30

BudgetKrating Daeng Budget (1st Year)

Estimated Cost Estimated Cost

Communication Strategy 1,000,000 $33,333

Packaging Design 300,000 $10,000

Media Production

TVC 6,000,000 $200,000

Print Visual 4,000,000 $133,333

Radio 50,000 $1,667

Out of Home 3,000,000 $100,000

Brand Ambassadors (3 presenters) 18,000,000 $600,000

Media Cost

TV spots 80,000,000 $2,666,667

Print (Magazines) 10,000,000 $333,333

Radio spots 2,000,000 $66,667

Out of Home 30,000,000 $1,000,000

Online 10,000,000 $333,333

Other Expenses 10,000,000 $1,190,000

Total 174,350,000 $6,668,333


18/30


19/30

http://www.ptcn.ac.th/ebook/pdf/4220001/pdOffice of Thailand National Education Commission:

Thai Population

69,223,535

Women 2035 : 7,846,484 (49.16%)

Men 2035 : 8,128,979 (50.88%)

Total 2035 : 15,975,463

Assumption: Women dont feel connected to the

brand, especially the proposed target audience;

if we assume that men aged between 2035 are

our current target market, then targeting women

at the same age range would expand target

audience up to 96.52%.

AppendixThailands Population


20/30

Brand of the Year 2013Online survey conducted by Mildshare and Millward Brown interviewing 500consumers in Bangkok and other 2 major cities in Thailand last year. Theconsumers were aged 18-39 with 1:1 ratios in genders. This survey called

Consumers Vibes, is a survey for Brand of the Year which consumers recalledthe most during last year in 11 categories.!"#$%&'(%(Mindshare )&)*!+),"(%$-(",.%(Millward Brown)/$012(,34,"!4,"!567.890-(+:;4&--


21/30

Perceptual Map

Interesting Fact about Energy Drinks:

The energy drinks, as we know it, started in Japan. In the postwar period, amphetamines werevery popular until laws were passed to curb their use in the 1950s. Then in 1962, a companycalled Taisho introduced Lipovitan D a legal, energizing tonic sold in minibar-size bottles. Bythe 1980s, such vitamin-fortified, extra-caffeinated beverages were being regularly consumed byJapanese executives struggling to get ahead.

Meanwhile, Japanese energy drinks made their way from Asia to Europe. Dietrich Mateschitz,the international marketing director for an Austrian company that sold bathroom products,discovered the supercharging tonics while on a business trip to Bangkok. In 1984, he quit hisjob to partner up with the Thai manufacturer of a beverage made with caffeine and taurine calledKrating Daeng, and three years later he debuted a carbonated version of the same in his homecountry under the Red Bull label.

Mateschitz brought his beverage to the United States in 1997, and the market for energy drinks

took off. Annual growth remains in the double digits, says Gary Hemphill, director of research forthe Beverage Marketing Corporation. Last year the category accounted for $11 billion in retailsales. Thats despite the fact that the major brands Red Bull, Monster and Rockstar arenot so different from the standard colas that have been on the market for many decades. (All arecarbonated, caffeinated, sugary drinks sold in cans.) What really sets them apart, Hemphillsays, is the marketing: Its a product category thats been built around a premium price. Froman ingredient perspective, there are a lot of similarities. -nytimes

The link below consists of some interesting research, which presents energy drinks impact onkids and its addictions.

http://www.nytimes.com/2013/12/08/magazine/who-made-that-energy-drink.html?_r=0


22/30

Perceptual Map

Important piece of information

Educated consumers do not agree that energy drinks are good

source of energy and nutrition.

Overall Similarity Method (Perceptual Mapping)

Add VITAMINS and MINERALS to differentiate itself from the market.

Recommendation

Add Vitamins and minerals and reduce the amount of caffeine by 20%, It will still betermed as energy drink but with added functional benefits of vitamins and minerals.

Develop creative cans or bottles and highlight the added benefits for highly-educatedconsumers.

High Sugar taste Low Sugar taste

High Vitamins & Minerals

Low Vitamins & Minerals

Krating Daeng

LipovitanM 150

Carabao Daeng


23/30

Upgrade for more meaningful results:View all your responsesand get powerful analysis. Get started!]

Energy Drinks Survey Analyze ResultsCollect ResponsesDesign Survey

RESPONDENTS: 75 of 75

QuestionSummaries tDataTrends U

IndividualResponses

No shareddataNo shareddata

Sharing allows you to share your survey resultsSharing allows you to share your survey results

with others. You can share all data, a savedwith others. You can share all data, a saved

view, or aview, or a single question summary.single question summary. Learn moreLearn more

Share AllShare AllExport AllExport AllCURRENT VIEW ?

+ FILTER + COMPARE + SHOW

?No rules appliedNo rules applied

Rules allow you toRules allow you to FILTERFILTER,, COMPARECOMPAREandand

SHOWSHOWresults to see trends and patterns.results to see trends and patterns.

Learn more Learn more

SAVED VIEWS (1) ?

Original View (No rulesapplied)E

EXPORTS ?

SHARED DATA ?

Share AllShare All

Q1Q1

0.00% 0

4.00% 3

80.00% 60

6.67% 5

8.00% 6

1.33% 1

Q2Q2

PAGE 1

How old are you?

Answered: 75 Skipped: 0

TotalTotal 7575

What is your gender?


ExportExportCustomizeCustomize

10-15

16-21

22-27

28-32

33-37

38 or more

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Answer Choices Responses

10-1510-15

16-2116-21

22-2722-27

28-3228-32

33-3733-37

38 or more38 or more


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24/30

32.00% 24

65.33% 49

2.67% 2

Q3Q3

6.85% 5

10.96% 8

28.77% 21

20.55% 15

19.18% 14

13.70% 10

TotalTotal 7575

What is your monthly budget/income?


TotalTotal 7373

Male

Female

Other

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%


MaleMale

FemaleFemale

OtherOther


Less than

!5,000

!5,000 -!10,000

!10,001 -!25,000

!25,001 -!40,000

!40,001 -!60,000

!60,001 or more

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%


Less thanLess than !!5,0005,000

!!5,000 -5,000 - !!10,00010,000

!!10,001 -10,001 - !!25,00025,000

!!25,001 -25,001 - !!40,00040,000

!!40,001 -40,001 - !!60,00060,000

!!60,001 or more60,001 or more
https://www.surveymonkey.com/analyze/sn6FMryLlGuSzx2k1DP0qLp0CSgQstLfDyPZF4pAv6Y_3D#https://www.surveymonkey.com/analyze/sn6FMryLlGuSzx2k1DP0qLp0CSgQstLfDyPZF4pAv6Y_3D#


25/30

Q4Q4

1.35% 1

6.76% 5

74.32% 55

16.22% 12

1.35% 1

Q5Q5

How often do you consume energy drinks?


TotalTotal 7474

What is the main reason you consumeenergy drinks? (more than one answer)



Daily

Once a week

Occasionally

Never

Other (pleasespecify)

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%


DailyDaily

Once a weekOnce a week

OccasionallyOccasionally

NeverNever

ResponsesResponsesOther (please specify)Other (please specify)


To feel Awakeand Energized

To stay
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26/30

66.67% 48

31.94% 23

29.17% 21

5.56% 4

8.33% 6

8.33% 6

Q6Q6

17.14% 12

35.71% 25

25.71% 18

0.00% 0

5.71% 4

Total Respondents:Total Respondents: 7272

Which brand of energy drink do you prefer?


Focused whil...

To mix withAlcoholic...

To mix withNon-Alcoholi...

To Recoverfrom hangover


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%


To feel Awake and EnergizedTo feel Awake and Energized

To stay Focused while working or studyingTo stay Focused while working or studying

To mix with Alcoholic drinksTo mix with Alcoholic drinks

To mix with Non-Alcoholic refreshing drinksTo mix with Non-Alcoholic refreshing drinks

To Recover from hangoverTo Recover from hangover



Krating Daeng

Red Bull Extra

M-150

Karabow Daeng

Lipovita-D

Other (please

specify)

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%


Krating DaengKrating Daeng

Red Bull ExtraRed Bull Extra

M-150M-150

Karabow DaengKarabow Daeng

Li ovita-DLipovita-D
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27/30

15.71% 11

Q7Q7

28.00% 21

60.00% 45

37.33% 28

45.33% 34

10.67% 8

Q8Q8

TotalTotal 7070

What kind of drinks do you usuallyconsume apart from water? (more than one)



How would you rate the following tastes fora refreshing drink?




Soda

Coffee/Tea

Ready-to-drinksweeten tea

Juice


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%


SodaSoda

Coffee/TeaCoffee/Tea

Ready-to-drink sweeten teaReady-to-drink sweeten tea

JuiceJuice



Bitter

Milky/Creamy

Bitter&Sweet
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28/30


29/30

41.33% 31

52.00% 39

9.33% 7

20.00% 15

61.33% 46

34.67% 26

62.67% 47

4.00% 3

Q10Q10

?


How can Krating Daeng improve to suityour preference? (Improve their

"Branding", such as color or logo)


Showing 44responses

c v y

Dining Out

Traveling

Studying/Working


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%


Work OutWork Out

ShoppingShopping

ClubbingClubbing

Outdoor ActivityOutdoor Activity

Dining OutDining Out

TravelingTraveling

Studying/WorkingStudying/Working


ExportExport

wwResponsesResponses (44)(44)

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6/3/2014 10:58 PM View respondent's answers

reduce sweetness


By making it carbonate


Redesign packaging to be more modern


No idea


I rarel drink ener drink so the im rovement will not do an thin to me.
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.6/3/2014 10:22 PM View respondent's answers

Lessen the sourness of the taste.


Launching products that are suitable with ladies
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