KRUNGSRI FIRST CHOICE KRUNGSRI
EGMENTATION S
OCCUPATIONS INCOME AGE
S
OCCUPATIONS BUSINESS OWNERS OFFICE WORKERS BLUE COLLAR WORKERS GOVERNMENT OFFICIALS
INCOME
< 20,000
20,001-40,000
> 40,000
AGE
HIGH SCHOOLERS UNIVERSITYSTUDENTS WORKING AGE RETIRED
TJOB:
INCOME: AGE:
LOW-MID
ARGETING OFFICE & ETC.
WORKING
T
OSITIONING
FIRST CHOICE DESCRIBES THEMSELVES AS THE SOLUTION FOR ALL OF THEIR CONSUMER’S FINANCIAL NEEDS THAT OFFERS THE BEST DEALS FOR
PP
SWOT SWOT
ANALYSIS
STRENGTHS SWOT
GREAT PROMOTIONS GENEROUS LOAN RATES MANY PARTNERSHIPS CONVENIENCE EASY ACCEPTANCE CARD FITS FINANCIAL NEEDS
WEAKNESSES SWOT
SOME CUSTOMERS DON’T USE CARD
CUSTOMERS EXPLOIT THEIR PROMOTIONS
OPPORTUNITY SWOT
FIND A NEW MARKET
MAKE LONG TERM CAMPAIGN TO RETAIN NON LOYAL CUSTOMERS AND TURN THEM INTO LOYAL ONES
THREATS SWOT
COMPETITORS HAVE LARGER SCOPE COMPETITORS HAVE OFFERS THAT SEEM BETTER TO POTENTIAL CUSTOMERS TARGET CONSUMERS HAVE LOW LOYALTY RATE
OBJECTIVES OBJECTIVES
1. CAPTURE
TARGET GROUP
NEW 1.
TARGET GROUP
NEW STUDENTS
UNTAPPED MARKET
HIGH POTENTIAL
SPEND A LOT
BUILD LOYALTY EASILY
“MORE THAN 2MILLION UNI STUDENTS”
2. ENCOURAGE
CARD USING LONG TERM 2.
CONSUMERS MANY GET THE CARD ONLY MANY
FOR SIGN UP BONUS SHORT TERM PROMOTIONS
INCREASING CUSTOMERS
RELATIONSHIPS TAKES TIME
TIME
LOYALTY
CREATE A CAMPAIGN TO RETAIN NON LOYAL
CUSTOMERS TURN THEM INTO
LOYAL ONES
STRATEGIES STRATEGIES
EXCLUSIVE FAIR FOR
FIRST CHOICE MEMBERS
1 strategy
MEGA FAIR FOR KRUNGSRI FIRSTCHOICE MEMBERS ONLY
BRANDNAME SHOPPING PLACE
Fashion & Women accessories
Sports & Men’s products
EXCLUSIVE PRIZE THAT CAN BE REDEEM ONLY BY KRUNGSRI POINTS
ENCOURAGE PEOPLE TO COLLECT POINTS!
MINI CONCERT BUILD UP ATMOSPHERE
COVER CONTEST ENCOURAGE INTERACTION
WITH CUSTOMERS
INSTANT SIGN UP ENTER THE FAIR RIGHTAWAY
BUILD
ENGAGE GET
RELATIONSHIPS
INSIGHT WITH POTENTIAL CONSUMERS
ALL IN ONE BENEFIT 1. INCREASE RELATIONSHIPS 2.ACQUIRE NEW CUSTOMERS 3.COLLECT INFORMATION
LAUNCH THE
WORLD CUP LUCKY DRAW!
2 strategy
WORLD CUP IS
COMING
PEOPLE ARE CRAZY ABOUT IT!
LUCKY DRAW BASED ON SPENDING WINNER GET THE TICKETS
TO WORLD CUP FINAL MATCH
THE MORE YOU SPEND THE MORE CHANCE YOU GET
EVERY 1,000 BAHT
GET 1 CHANCE
5 REWARDS 20 LUCKY
PEOPLE
Fly to Brazil with Krungsri Firstchoice
Once in a lifetime experience with Krungsri Firstchoice.
Have an extraordinary vacation in Brazil with Krungsri Firstchoice
All accommodations are provided by Krungsri Firstchoice!
HOW MUCH?
TOTAL 258K /PERSON
WORLD CUP TICKET
PLANE TICKET
HOTEL
TOUR COMPANY
EATING & TRAVEL EXPENSES
20K
60K
18K
100K
60K
2ND PRIZE
1 Baht gold for 30 prizes 20,000 baht per prize
3RD PRIZE
Samsung LED 28’’ 20 prizes
Canon IXUS 510 20 prizes
8,990 BAHT 8,200 BAHT
ADVERTISING CAMPAIGN
TELEVISION COMMERCIALS
SOCIAL MEDIA
ADVERTISE ON BTS
TOTAL 20.3 M
9 M
0.5 M
4.8 M
TOTAL COST FIRST PRIZE
SECOND PRIZE
THIRD PRIZE
ADVERTISING CAMPAIGN
TOTAL 27 M
6 M
0.6 M
0.25 M
20.3 M
INCREASE USAGE INCREASE LOYALTY
ATTRACT PEOPLE TO SIGN UP
BENEFIT
THIS STRATEGY CAN BE
RECYCLE
INTRODUCE THE STUDENT CARD
3 strategy
“SCHOOL IS COOL”
UNIVERSITY STUDENTS 18+ OLD
THAI CITIZEN
ELIGIBILITY CRITERIA
17%
35% 21%
27%
STUDENT ALLOWANCE
<5,000
5,000 - 7,500
7,500 - 10, 000
<10,000
BASIC NO INCOME NEEDED
BASIC
LIMITED CREDIT LINE
7,000
STUDENT CAN SIGN UP BY THEMSELVES
INDIVIDUAL HAS PART TIME JOB
INDIVIDUAL
CREDIT LINE CAN BE EXPANDED
wow !
COSIGNED MUST BE COSIGNED WITH GAURDIAN
COSIGNED
IF STUDENT FAILS TO PAY BILLS WITHIN 3 MONTHS, GAURDIAN MUST PAY WITH GAURDIAN RATE.
love you mom
DEBIT DEBIT DEBIT OPTION ALSO AVAILABLE
PROMOTION: FIT EVERY TEENAGERS
LIFESTLYE
BOOKWORMS Promotions from popular bookstores & stationary
Discount for optics
JOCKS LIFE
EXERCISE WITH PROMOTION FOR FUN ACTIVITIES!
ENTERTAINMENT BUFFS BUY 1 GET 1 FREE MOVIE TICKETS REDEEM POINTS FOR DISCOUNTS ON CONCERTS
FOOD LOVER SPECIAL PROMOTIONS ON BUFFETS
SHOPAHOLICS ENJOY PROMOTIONS FROM VARIOUS STORES
ONLINE SHOPPING NOW EASY!!
TECH SAVVY PAY IN INSTALLEMENTS TO FULFILL YOUR TECH NEEDS!
NO LIFE! UNIVERISTY HAS TAKEN
OVER MY LIFE!
NO LIFE!
INTEGRATE WITH RABBIT CARD
Even more convenience!
RABBIT CARD CONVENIENT FOR STUDENTS
ON THE GO
RABBIT CARD
COFFEE PROMOTIONS
COFFEE PROMOTIONS
PULLING AN ALL NIGHTER FOR EXAMS?
FIRST CHOICE’S GOT YOUR BACK!
BUY1 FREE1 AFTER 9PM BUY1 FREE1 AFTER 9PM
1%CASHBACK ON ALL OTHERLIFESTYLE
CASHBACK 5% ON A DIFFERENT CATEGORY EACH MONTH
CATEGORIES
NO PROMOTION? NO PROBLEM!
NO PROMOTION? NO PROBLEM!
SIGN UP BONUSES FREE BONUS POINTS!
& WELCOME GIFT
INTERACTIVE FINANCIAL MANAGEMENT PROGRAM ONLINE! CHECK BALANCE GIVE ADVICE HELPS PLAN PAY BILLS
MOBILE APP! CHECK CREDIT FIND TRENDY SPOTS CHECK POINTS FUND MANAGING
PROMOTE BY PROMOTE BY
CAMPUS TOURS
MEDIA SOCIAL
BUZZ MARKETING
UPGRADE INVITATION
+ SPECIAL OFFER AFTER GRADUATE
REFERRAL PROGRAM INVITE FRIENDS
GET COOL PRIZES
10+ referrals
5-9 referrals CASH CREDIT
KRUNGSRI FIRST CHOICE
IT’S ‘MY’ CHOICE
STUDENTS WILL SAY STUDENTS WILL SAY
Q&A Q&A Amanda Chitphakdithai Chutinatsamon Santisutham Natta Chaisiripant Patcharee Montatip
MEMBERS