แผนการตลาด (MARKETING PLAN)
Market segmentation
The company divides the market by dividing the customers into smaller parts. different In which either market segment will be chosen as the target market And use the marketing mix to reach the target customers that have been selected Which will use the criteria for market segmentation as follows
1. Geographic Segmentation
Is a market segmentation by geography Which will be divided into 3 parts as follows
1) Bangkok and its surrounding provinces
2) Tourists that are impressed with the atmosphere Major provinces in Thailand
3) Elderly people in the provinces who need accommodation near Group of offspring
4) Investors interested in real estate Buy, sell, or fear profits in land That is impressive in Petchaboon Model F.1 District Petchaboon Province
5) Foreign tourists interested in staying Like the atmosphere and good weather Suitable for resting in the elderly.
2. Demographic Segmentation
Is the segmentation of the market according to demographic characteristics By using income guidelines
1) Less than 25,000 baht
2) 25,000-50,000 baht
3) More than 50,000 baht
3. Behavioral Segmentation
Is a market segment based on the behavioral characteristics of consumers By using the following criteria
1) Economy is a consumer group with a focus on value for money. By considering the value of the product when compared to the price
2) Health Concern is a consumer group with a focus on life values. And is a person who maintains health Want to consume products that are good for the family
3) Taste (Good Tasting) is a consumer group that focuses on the quality, feel of the product. House. House lovers want a home or a product that has a good feeling as the main quality.
House demand Target groups and quality requirements of the home as follows
1) Amount of purchase of the first house in life
2) Volume of buying a second home to rest after retirement
3) The amount of the purchase more than three, which is for trade and investment
Target customer (TARGET GROUP)
Considering the survey results To be used in consideration of the target group of happy customers Worth the investment Welcoming ASEAN Tourism in AEC
Make you understand that Thailand is the most livable place in the world. Both society and culture, simple food and living It is interesting for people in the country and abroad to be a choice of other nations. Both Europe and Russia and the Middle East This is very interesting for investment. It is found that the elderly in Thailand are interested in using the service, there are a lot to answer the questionnaire. Measuring tools Our good friend, who has sent to inquire the elderly in the care of the Ministry of Social Development, a group of family, a new generation in Bangkok and the surrounding area. Have a medium and high income and have a good amount of investment in buying houses and services for investment and living That can be chosen In a high proportion Will be more likely to buy Causing the home market to have a need with a new generation At a high level so Target customers of residential house products are as follows
1. -The elderly are in Bangkok and the metropolitan area. And large cities that are impressed with the care of the Ministry of Social Development Bang Khae houses and welfare homes In viewing and of Department of Elderly Affairs Registered to wait for service from Department of Elderly Affairs That is about to transfer activities Out to the public and private agencies to come to The elderly receive good service and The state reduced expenses by as much as 45,000 people.
2. - Family of a new generation Because the research results show that If anyone in the family has bought a house, about 74.6% of that family Will buy housing estates as well The company therefore selects the target group as families.
3. - Elders who are interested in good quality of life And create family life Not to be a burden to the offspring And maintain a good quality of life Is an important factor in the top ranks
4. - Income level of not less than 35,000 – 60,000 baht because it is a group that has a tendency to buy elderly housing is quite high. 63.8%, which is in line with the price level that consumers think is suitable for buying good quality houses, good services for the elderly, suitable for the current era, the price is 500,000 - 700,000 baht. The level is somewhat lower than the current price and quality level and many of the following projects Will use this principle to be distributed in the current market The consumers will consider the value when comparing the value of the product with the price and quality.
5. Consumer group with an income of no more than 30,000 baht, the second house purchase rate is higher than all other income periods as well.
6. - Factors affecting to the high level of purchase decision of the said target group is the feeling of owning an elderly house Modern - Quality of life In the elderly age that has good care and is not
47
worried about society, hygiene, culture, sport, religion, activities for the elderly Food for the elderly Care during illness or rehabilitation in the elderly
- In addition to the main customers The company also considers the secondary customer group, which is the group with income range.
50,000 - 100,000 baht due to the tendency to buy is quite high The same as the main customers is 43.2% and the volume of home purchases is moderate. Value for money compared to price, very moderate
<25,000 30,000-50,000> 50,000 income
Main customers: high amount of drinking Family groups interested in health in Bangkok and suburbs around the province and tourists who are impressed with the atmosphere of Nonthaburi Province.
Product positioning (POSITIONING)
The company's products are of the best value. Because of the benefits in terms of keeping the quality of the house Providing good quality to customers and also having mental value and good feelings. When walking into the house, tall, bright, bright, not uncomfortable Different from competitors Is a complex (complex) that focuses on the activities of the elderly and good rooms, not cramped atmosphere, which is not suitable for the elderly All ages in the family Which is a distinct feature from competing products
Marketing strategy (MARKETING STRATEGY)
Business strategy
The company chooses to distribute products to consumers as the main target group first by creating kiosks to distribute documents and products. Have good quality of living, suggest to take a look at the house, let the target group to try the room. Use media from the Public Relations Department, television, distribute documents at every Central Department Store, Mini Mall in every Lotus, Big C mall in Bangkok and Important temples, important provincial events in the cold season, and theme parks, water parks, forest parks Amusement park various festivals National event Home exhibition
Which is the station that the target group tend to have activities with the family There are many reasons why we consider this market first. And the target group will have a family planning for the elderly
The marketing cost to the target group is not very high due to the use of kiosks, giving out inviting documents. This method only costs Facade decoration fee Sample fee And staff give out product recommendations only Which if the sample were born like the elderly And liking will lead to repeated purchases and telling other consumers Who is a relative or acquaintance
In the initial stage, will publicize through the program of Department of Elderly Affairs on TV. Books of the Ministry. News books of the Department. Various circulars of the department And the general marketing channels are Use the home recommendations. The elderly to know at the convenience store mainly By using opportunity channels to communicate And will come to watch and choose to buy the company's products more than other channels. However, when consumers know more about the product house by doing Advertisement in parallel with In order to reach a comprehensive target group of consumers and help create a brand for the product faster
48
The overall objectives of the marketing plan
Grand Home Project, Condominium and Union Complex Projec Petchaboon Model F.1 District Petchaboon General Savings Cooperative
1. To create a brand for the brand of the elderly housing project, 20% in year 1 and 50% within year 5
2. To provide products Elderly Housing Project 50% more well-known (Product Knowledge) in Year 1 and 80% within Year 5.
3. To achieve sales target as follows
Year 1 sales of 300 million baht (6 month period from July - December 2024)
2nd year sales 500 million baht
Year 3 sales of 700 million baht
4th year sales of 900 million baht
5th year sales of 1500 million baht
To achieve marketing objectives The company has planned marketing ingredients as follows
Product strategy
objective
1. In order to give consumers 50% more product satisfaction
2. There are 1 type of new flavor products introduced in the market in the first year and gradually increase in 2 types to 3 types in year 2.
Price strategy (Price)
objective
1. To be able to compete with competitors
2. For the company to have a gross profit margin of 30% or net profit of 15%
3. To maintain the reliability of the product.
Marketing promotion strategies (Promotion)
Year 1 (June - October 2024)
Everything must be worth investing in to welcome ASEAN, which makes me understand that Thailand is the most livable place in the world. Both society and culture, simple food and living It is interesting to foreigners as a choice of other nations. Both Europe and Russia and the Middle East This is very interesting in real estate investment.
49
Objective
1. To publicize and disseminate information about Target customers know the product and understand the value. Elderly housing project that will be
2. To create incentives for customers to desire Elderly Housing Project Products and a trial purchase
3. To create a brand and to register the brand. Grand Home Project, Condominium and Union Complex, General Savings Cooperative Elderly home
Strategy
1. Use various media. Use the media of the existing ministries for public relations It is efficient and consistent with the purpose of bringing Offer knowledge about benefits and importance Activities that encourage the elderly to have recreation, suitable for activities for the elderly. Quality - location, price is the hallmark of the product. To reach the target group thoroughly by focusing on the media Which can cover a lot of target groups
2. Emphasize activities that allow the target group to try and buy the product, see the product quality and tell others
3. Build credibility and realize the benefits of Quality and quality locations near all famous department stores
Marketing promotion strategies (Promotion)
Year 1 (June - October 2024-25)
objective
1. To publicize and disseminate information Good house quality Let target customers know the product.
2. To create incentives for customers' needs Want to be the owner Products and a trial purchase
3. To create a brand and memorize the brand.
strategy
- Choose to use a variety of media. Effective and consistent with the purpose of the presentation. Knowledge about general benefits which are the strengths of the product. To reach the target group thoroughly by focusing on the media Which can cover a lot of target groups
- Focusing on activities that the target audience can see
- Build credibility and become aware of the benefits of home quality and location.
- Try to emphasize to the brand to create a Brand for the Elderly Housing Project And popularity of products
- Plan sales promotions with sales representatives to boost sales and distribute products to Thoroughly consumers
50
Advertising
objective
1. To create a brand in the product for the target group and general consumers.
2. To motivate the target group A desire to visit
3. Build credibility and create a good image of the value and benefits from the Petchaboon Model F.1 District Petchaboon Project for the Elderly Housing Project.
strategy
Focusing on academic activities of 80 elderly people and using advertising media Will choose to use effective media to penetrate the target audience Use multimedia with emphasis on Awareness And publicize for the target groups to know the products and be aware of the benefits of location-quality-utilization of living space The advertising frequency is continuously used by the media. Which will focus on the first phase of the product release To stimulate demand for trial purchases and repeat purchases
Advertising media plan Elderly Housing Project
1. TV Program
Use television media by advertising 15 seconds, 2 spots per day during the evening news on television Cable TV Because the target group attaches importance to news consumption As an introduction Let the target group get to know the product And aware of the strengths of the product In quality house - price - location Including encouraging experimentation and alerting the brand and product In order to be recognized Brand and resulting in repeated purchases for the Elderly Housing Project
2. Radio Program
Use radio media by sponsoring radio programs for 2 waves, spot length and 15 seconds for
3 spots per day. Various programs will be targeted programs. Support list will be allocated Continuously throughout the year. The spots used will be updated every quarter to comply with the marketing plan The first part will introduce Let the target group get to know the product and be aware of the strengths of the product. Encourage to try to buy products Later, it will be a move to the product and brand. Elderly Housing Project In order to be recognized Brand and resulting in repeated purchases
The supporting channels that the company supports are
EAZY FM 105.5 / FM 105.5 Mhz
GREEN WAVE / FM 106.5 MHz 51
3. Outdoor Advertising
The media used are Mini Bus Body, advertisement board around the air-conditioned bus, Mini Bus. Minibuses in different provinces Travel time is quite a long time each day. Advertising around the air conditioned vehicle It is another medium that can present products to the target group thoroughly. And has a low cost by continuing to advertise for a period of 3 months by using 20 mini buses. Offer product highlights Stimulate buying trials And create a brand recognition for the elderly housing project
Event Marketing
Objectives: Create product acceptance, recognize in brand
strategy
- Launch event The area in front of the project, with the launch event scheduled by the Minister of Social Development. Opened the event, invited the media to do news at the project TV and radio Inviting the elderly from Bang Khae House Project That has come to jointly launch the project Merit Thai activities as follows
Year 1
1) Saturday 29-Sunday 30 October 2024 at the ground floor area of the mall Every central branch Throughout Bangkok and throughout the country Watch the project launch video
2) Saturday 6-Sunday 7 November 2019 at the ground floor area of the Central Department Store Bangyai Watch the project launch video Watch the project launch video
3) Saturday 13 - Sunday 14 December 2024 at the ground floor area of Central Ladprao Department Store. Watch the opening video.
2nd year
When the product is released Condo complex The new luxury air senior housing project will also be launched in the same area, which is approximately the first 3 weeks on Saturdays and Sundays. After starting the product for sale
Together with the cable television stations, organized the program by selecting the target group that Along with the existing customer family Participating in the project for approximately 20 families, with travel programs organized at the end of 2024
The sales promotion (Sales Promotion)
objective
1. To stimulate the target group to create interest Make continuous buying and buying decisions
2. In order to stimulate sales and distribute products to reach consumers thoroughly, there is a trade promotion for sales representatives.
Strategy
- give an opportunity to target groups and general consumers to visit In various areas such as launching, telling Know in the nursing home unit That exists in the country And public relations in the business district In the area of Silom, Sathorn, etc. The university department store by creating the facade to let consumers know and take a look at the structure.
- Create TRADE PROMOTION for brokers to boost sales by offering discount terms
1. To encourage ongoing purchases Along with creating confidence in the benefits of the product by encouraging consumption regularly.
2. Providing continuous sales promotion activities to maintain existing sales and expand marketing bases.
3. Build loyalty in the brand and give word-of-mouth in order to expand product popularity.
strategy
Evaluate results from various media advertisements, year 1, which media is effective In order to improve the media for advertising in 2-3 years. However, still focus on using multimedia that can reach the most targeted groups And may use different media formats from Year 1 to reach new target groups.
Public Relations and Marketing Activities
(PUBLIC RELATION / EVENT MARKETING)
Grand Home Project, Condominium and Union Complex Project Petchaboon Model F.1 District Petchaboon General Savings Cooperative (Elderly Housing Project)
objective
1. To publicize and publicize The benefit of the product is to emphasize the recognition of products and brands.
2. Focus on creating credibility and product benefits. Build confidence in the target group. Strategies are organized to promote products. Health care to focus To target group And general consumers pay attention to health And choosing beverages that are valuable to the body by arranging EVENT MARKETING in accordance with the products such as being sponsors for various residences etc.
Sales promotion
objective
1. To stimulate the target group to create interest Make continuous buying and buying decisions
2. To stimulate sales and distribute products to reach consumers thoroughly by arranging trade promotion for stores, sales representatives
strategy
- Develop the form of applying TRADE PROMOTION and increase CONSUMER PROMOTION to maintain sales and stimulate new consumers. To try to buy the product
- Organize sales promotion programs In accordance with the new product model
Target group of project marketing
Target group of customers who are cooperative members
Definition of Cooperative
A cooperative is an organization of individuals which voluntarily join together to run enterprises that they jointly own and controlled by democratic principles to meet the (necessary) needs and economic common hope, social and cultural.
“Cooperatives” according to the Cooperatives Act B.E. by helping themselves and helping each other and was registered under the Cooperative Act B.E. 2542
Therefore, cooperatives were established to solve problems in terms of livelihood that are the same or similar, or demand for the same service and the problems that each member cannot solve on their own or set up to perform giving members more benefits in their careers than they could ever get from running a business on its own.
The importance of cooperatives (The target group of the project's customers who are interested)
1. It is a business organization that plays almost all economic roles. Starting from production distribution and consumption. If it can make the cooperative process effective then it will be an important tool for the government to develop the economy of developing countries or underdeveloped countries because cooperatives have a role in distributing income to the people fairly. Help cut out the middlemen and capitalists.
2. It is a combination of strength, wisdom and capital of economically weak people. The action is democratic.
3. Adhere to the principle of self-help and help each other join together voluntarily equality and have the ability to operate and benefits based on saving principles by encouraging members to know how to save money. There will be a deposit service or buying products will receive back the savings in the form of dividends.
4.Build economic and social prosperity. When people come together to form a cooperative, there is a combination of energy, capital, wisdom, and activities on their own by cutting out the middleman in order not to be disadvantaged. Make members earn more have a good diet The living status of that group will prosper, peaceful coexistence orderly society and there is no crime in society.
From the aforementioned conclusions, we can see that cooperatives play an important role in developing the nation both in terms of economy, society and government, including in terms of individual members and the general public as follows:
1.Importance to cooperative members it can be said that cooperatives are economic treasures of their members. The needy and poor members can get out of debt, previously struggling member economy there will be a chance to turn into a state of economic growth.
2. Importance to the overall economy. The cooperative system aims to promote the economic and social status of each person to grow because the cooperative system combines the good parts of the capitalist system and socialism by aiming to produce wealth and stability for the country. It raises the national income and brings equality and freedom to the preservation of human nature to cultivate knowledge economic, social and democratic competence for cooperative members does not like violence. But it operates mainly by using the middle line.
แผนการตลาด (MARKETING PLAN)
Market segmentation
The company divides the market by dividing the customers into smaller parts. different In which either market segment will be chosen as the target market And use the marketing mix to reach the target customers that have been selected Which will use the criteria for market segmentation as follows
1. Geographic Segmentation
Is a market segmentation by geography Which will be divided into 3 parts as follows
1) Bangkok and its surrounding provinces
2) Tourists that are impressed with the atmosphere Major provinces in Thailand
3) Elderly people in the provinces who need accommodation near Group of offspring
4) Investors interested in real estate Buy, sell, or fear profits in land That is impressive in Petchaboon Model F.1 District Petchaboon Province
5) Foreign tourists interested in staying Like the atmosphere and good weather Suitable for resting in the elderly.
2. Demographic Segmentation
Is the segmentation of the market according to demographic characteristics By using income guidelines
1) Less than 25,000 baht
2) 25,000-50,000 baht
3) More than 50,000 baht
3. Behavioral Segmentation
Is a market segment based on the behavioral characteristics of consumers By using the following criteria
1) Economy is a consumer group with a focus on value for money. By considering the value of the product when compared to the price
2) Health Concern is a consumer group with a focus on life values. And is a person who maintains health Want to consume products that are good for the family
3) Taste (Good Tasting) is a consumer group that focuses on the quality, feel of the product. House. House lovers want a home or a product that has a good feeling as the main quality.
House demand Target groups and quality requirements of the home as follows
1) Amount of purchase of the first house in life
2) Volume of buying a second home to rest after retirement
3) The amount of the purchase more than three, which is for trade and investment
Target customer (TARGET GROUP)
Considering the survey results To be used in consideration of the target group of happy customers Worth the investment Welcoming ASEAN Tourism in AEC
Make you understand that Thailand is the most livable place in the world. Both society and culture, simple food and living It is interesting for people in the country and abroad to be a choice of other nations. Both Europe and Russia and the Middle East This is very interesting for investment. It is found that the elderly in Thailand are interested in using the service, there are a lot to answer the questionnaire. Measuring tools Our good friend, who has sent to inquire the elderly in the care of the Ministry of Social Development, a group of family, a new generation in Bangkok and the surrounding area. Have a medium and high income and have a good amount of investment in buying houses and services for investment and living That can be chosen In a high proportion Will be more likely to buy Causing the home market to have a need with a new generation At a high level so Target customers of residential house products are as follows
1. -The elderly are in Bangkok and the metropolitan area. And large cities that are impressed with the care of the Ministry of Social Development Bang Khae houses and welfare homes In viewing and of Department of Elderly Affairs Registered to wait for service from Department of Elderly Affairs That is about to transfer activities Out to the public and private agencies to come to The elderly receive good service and The state reduced expenses by as much as 45,000 people.
2. - Family of a new generation Because the research results show that If anyone in the family has bought a house, about 74.6% of that family Will buy housing estates as well The company therefore selects the target group as families.
3. - Elders who are interested in good quality of life And create family life Not to be a burden to the offspring And maintain a good quality of life Is an important factor in the top ranks
4. - Income level of not less than 35,000 – 60,000 baht because it is a group that has a tendency to buy elderly housing is quite high. 63.8%, which is in line with the price level that consumers think is suitable for buying good quality houses, good services for the elderly, suitable for the current era, the price is 500,000 - 700,000 baht. The level is somewhat lower than the current price and quality level and many of the following projects Will use this principle to be distributed in the current market The consumers will consider the value when comparing the value of the product with the price and quality.
5. Consumer group with an income of no more than 30,000 baht, the second house purchase rate is higher than all other income periods as well.
6. - Factors affecting to the high level of purchase decision of the said target group is the feeling of owning an elderly house Modern - Quality of life In the elderly age that has good care and is not
47
worried about society, hygiene, culture, sport, religion, activities for the elderly Food for the elderly Care during illness or rehabilitation in the elderly
- In addition to the main customers The company also considers the secondary customer group, which is the group with income range.
50,000 - 100,000 baht due to the tendency to buy is quite high The same as the main customers is 43.2% and the volume of home purchases is moderate. Value for money compared to price, very moderate
<25,000 30,000-50,000> 50,000 income
Main customers: high amount of drinking Family groups interested in health in Bangkok and suburbs around the province and tourists who are impressed with the atmosphere of Nonthaburi Province.
Product positioning (POSITIONING)
The company's products are of the best value. Because of the benefits in terms of keeping the quality of the house Providing good quality to customers and also having mental value and good feelings. When walking into the house, tall, bright, bright, not uncomfortable Different from competitors Is a complex (complex) that focuses on the activities of the elderly and good rooms, not cramped atmosphere, which is not suitable for the elderly All ages in the family Which is a distinct feature from competing products
Marketing strategy (MARKETING STRATEGY)
Business strategy
The company chooses to distribute products to consumers as the main target group first by creating kiosks to distribute documents and products. Have good quality of living, suggest to take a look at the house, let the target group to try the room. Use media from the Public Relations Department, television, distribute documents at every Central Department Store, Mini Mall in every Lotus, Big C mall in Bangkok and Important temples, important provincial events in the cold season, and theme parks, water parks, forest parks Amusement park various festivals National event Home exhibition
Which is the station that the target group tend to have activities with the family There are many reasons why we consider this market first. And the target group will have a family planning for the elderly
The marketing cost to the target group is not very high due to the use of kiosks, giving out inviting documents. This method only costs Facade decoration fee Sample fee And staff give out product recommendations only Which if the sample were born like the elderly And liking will lead to repeated purchases and telling other consumers Who is a relative or acquaintance
In the initial stage, will publicize through the program of Department of Elderly Affairs on TV. Books of the Ministry. News books of the Department. Various circulars of the department And the general marketing channels are Use the home recommendations. The elderly to know at the convenience store mainly By using opportunity channels to communicate And will come to watch and choose to buy the company's products more than other channels. However, when consumers know more about the product house by doing Advertisement in parallel with In order to reach a comprehensive target group of consumers and help create a brand for the product faster
48
The overall objectives of the marketing plan
Grand Home Project, Condominium and Union Complex Projec Petchaboon Model F.1 District Petchaboon General Savings Cooperative
1. To create a brand for the brand of the elderly housing project, 20% in year 1 and 50% within year 5
2. To provide products Elderly Housing Project 50% more well-known (Product Knowledge) in Year 1 and 80% within Year 5.
3. To achieve sales target as follows
Year 1 sales of 300 million baht (6 month period from July - December 2024)
2nd year sales 500 million baht
Year 3 sales of 700 million baht
4th year sales of 900 million baht
5th year sales of 1500 million baht
To achieve marketing objectives The company has planned marketing ingredients as follows
Product strategy
objective
1. In order to give consumers 50% more product satisfaction
2. There are 1 type of new flavor products introduced in the market in the first year and gradually increase in 2 types to 3 types in year 2.
Price strategy (Price)
objective
1. To be able to compete with competitors
2. For the company to have a gross profit margin of 30% or net profit of 15%
3. To maintain the reliability of the product.
Marketing promotion strategies (Promotion)
Year 1 (June - October 2024)
Everything must be worth investing in to welcome ASEAN, which makes me understand that Thailand is the most livable place in the world. Both society and culture, simple food and living It is interesting to foreigners as a choice of other nations. Both Europe and Russia and the Middle East This is very interesting in real estate investment.
49
Objective
1. To publicize and disseminate information about Target customers know the product and understand the value. Elderly housing project that will be
2. To create incentives for customers to desire Elderly Housing Project Products and a trial purchase
3. To create a brand and to register the brand. Grand Home Project, Condominium and Union Complex, General Savings Cooperative Elderly home
Strategy
1. Use various media. Use the media of the existing ministries for public relations It is efficient and consistent with the purpose of bringing Offer knowledge about benefits and importance Activities that encourage the elderly to have recreation, suitable for activities for the elderly. Quality - location, price is the hallmark of the product. To reach the target group thoroughly by focusing on the media Which can cover a lot of target groups
2. Emphasize activities that allow the target group to try and buy the product, see the product quality and tell others
3. Build credibility and realize the benefits of Quality and quality locations near all famous department stores
Marketing promotion strategies (Promotion)
Year 1 (June - October 2024-25)
objective
1. To publicize and disseminate information Good house quality Let target customers know the product.
2. To create incentives for customers' needs Want to be the owner Products and a trial purchase
3. To create a brand and memorize the brand.
strategy
- Choose to use a variety of media. Effective and consistent with the purpose of the presentation. Knowledge about general benefits which are the strengths of the product. To reach the target group thoroughly by focusing on the media Which can cover a lot of target groups
- Focusing on activities that the target audience can see
- Build credibility and become aware of the benefits of home quality and location.
- Try to emphasize to the brand to create a Brand for the Elderly Housing Project And popularity of products
- Plan sales promotions with sales representatives to boost sales and distribute products to Thoroughly consumers
50
Advertising
objective
1. To create a brand in the product for the target group and general consumers.
2. To motivate the target group A desire to visit
3. Build credibility and create a good image of the value and benefits from the Petchaboon Model F.1 District Petchaboon Project for the Elderly Housing Project.
strategy
Focusing on academic activities of 80 elderly people and using advertising media Will choose to use effective media to penetrate the target audience Use multimedia with emphasis on Awareness And publicize for the target groups to know the products and be aware of the benefits of location-quality-utilization of living space The advertising frequency is continuously used by the media. Which will focus on the first phase of the product release To stimulate demand for trial purchases and repeat purchases
Advertising media plan Elderly Housing Project
1. TV Program
Use television media by advertising 15 seconds, 2 spots per day during the evening news on television Cable TV Because the target group attaches importance to news consumption As an introduction Let the target group get to know the product And aware of the strengths of the product In quality house - price - location Including encouraging experimentation and alerting the brand and product In order to be recognized Brand and resulting in repeated purchases for the Elderly Housing Project
2. Radio Program
Use radio media by sponsoring radio programs for 2 waves, spot length and 15 seconds for
3 spots per day. Various programs will be targeted programs. Support list will be allocated Continuously throughout the year. The spots used will be updated every quarter to comply with the marketing plan The first part will introduce Let the target group get to know the product and be aware of the strengths of the product. Encourage to try to buy products Later, it will be a move to the product and brand. Elderly Housing Project In order to be recognized Brand and resulting in repeated purchases
The supporting channels that the company supports are
EAZY FM 105.5 / FM 105.5 Mhz
GREEN WAVE / FM 106.5 MHz 51
3. Outdoor Advertising
The media used are Mini Bus Body, advertisement board around the air-conditioned bus, Mini Bus. Minibuses in different provinces Travel time is quite a long time each day. Advertising around the air conditioned vehicle It is another medium that can present products to the target group thoroughly. And has a low cost by continuing to advertise for a period of 3 months by using 20 mini buses. Offer product highlights Stimulate buying trials And create a brand recognition for the elderly housing project
Event Marketing
Objectives: Create product acceptance, recognize in brand
strategy
- Launch event The area in front of the project, with the launch event scheduled by the Minister of Social Development. Opened the event, invited the media to do news at the project TV and radio Inviting the elderly from Bang Khae House Project That has come to jointly launch the project Merit Thai activities as follows
Year 1
1) Saturday 29-Sunday 30 October 2024 at the ground floor area of the mall Every central branch Throughout Bangkok and throughout the country Watch the project launch video
2) Saturday 6-Sunday 7 November 2019 at the ground floor area of the Central Department Store Bangyai Watch the project launch video Watch the project launch video
3) Saturday 13 - Sunday 14 December 2024 at the ground floor area of Central Ladprao Department Store. Watch the opening video.
2nd year
When the product is released Condo complex The new luxury air senior housing project will also be launched in the same area, which is approximately the first 3 weeks on Saturdays and Sundays. After starting the product for sale
Together with the cable television stations, organized the program by selecting the target group that Along with the existing customer family Participating in the project for approximately 20 families, with travel programs organized at the end of 2024
The sales promotion (Sales Promotion)
objective
1. To stimulate the target group to create interest Make continuous buying and buying decisions
2. In order to stimulate sales and distribute products to reach consumers thoroughly, there is a trade promotion for sales representatives.
Strategy
- give an opportunity to target groups and general consumers to visit In various areas such as launching, telling Know in the nursing home unit That exists in the country And public relations in the business district In the area of Silom, Sathorn, etc. The university department store by creating the facade to let consumers know and take a look at the structure.
- Create TRADE PROMOTION for brokers to boost sales by offering discount terms
1. To encourage ongoing purchases Along with creating confidence in the benefits of the product by encouraging consumption regularly.
2. Providing continuous sales promotion activities to maintain existing sales and expand marketing bases.
3. Build loyalty in the brand and give word-of-mouth in order to expand product popularity.
strategy
Evaluate results from various media advertisements, year 1, which media is effective In order to improve the media for advertising in 2-3 years. However, still focus on using multimedia that can reach the most targeted groups And may use different media formats from Year 1 to reach new target groups.
Public Relations and Marketing Activities
(PUBLIC RELATION / EVENT MARKETING)
Grand Home Project, Condominium and Union Complex Project Petchaboon Model F.1 District Petchaboon General Savings Cooperative (Elderly Housing Project)
objective
1. To publicize and publicize The benefit of the product is to emphasize the recognition of products and brands.
2. Focus on creating credibility and product benefits. Build confidence in the target group. Strategies are organized to promote products. Health care to focus To target group And general consumers pay attention to health And choosing beverages that are valuable to the body by arranging EVENT MARKETING in accordance with the products such as being sponsors for various residences etc.
Sales promotion
objective
1. To stimulate the target group to create interest Make continuous buying and buying decisions
2. To stimulate sales and distribute products to reach consumers thoroughly by arranging trade promotion for stores, sales representatives
strategy
- Develop the form of applying TRADE PROMOTION and increase CONSUMER PROMOTION to maintain sales and stimulate new consumers. To try to buy the product
- Organize sales promotion programs In accordance with the new product model
Target group of project marketing
Target group of customers who are cooperative members
Definition of Cooperative
A cooperative is an organization of individuals which voluntarily join together to run enterprises that they jointly own and controlled by democratic principles to meet the (necessary) needs and economic common hope, social and cultural.
“Cooperatives” according to the Cooperatives Act B.E. by helping themselves and helping each other and was registered under the Cooperative Act B.E. 2542
Therefore, cooperatives were established to solve problems in terms of livelihood that are the same or similar, or demand for the same service and the problems that each member cannot solve on their own or set up to perform giving members more benefits in their careers than they could ever get from running a business on its own.
The importance of cooperatives (The target group of the project's customers who are interested)
1. It is a business organization that plays almost all economic roles. Starting from production distribution and consumption. If it can make the cooperative process effective then it will be an important tool for the government to develop the economy of developing countries or underdeveloped countries because cooperatives have a role in distributing income to the people fairly. Help cut out the middlemen and capitalists.
2. It is a combination of strength, wisdom and capital of economically weak people. The action is democratic.
3. Adhere to the principle of self-help and help each other join together voluntarily equality and have the ability to operate and benefits based on saving principles by encouraging members to know how to save money. There will be a deposit service or buying products will receive back the savings in the form of dividends.
4.Build economic and social prosperity. When people come together to form a cooperative, there is a combination of energy, capital, wisdom, and activities on their own by cutting out the middleman in order not to be disadvantaged. Make members earn more have a good diet The living status of that group will prosper, peaceful coexistence orderly society and there is no crime in society.
From the aforementioned conclusions, we can see that cooperatives play an important role in developing the nation both in terms of economy, society and government, including in terms of individual members and the general public as follows:
1.Importance to cooperative members it can be said that cooperatives are economic treasures of their members. The needy and poor members can get out of debt, previously struggling member economy there will be a chance to turn into a state of economic growth.
2. Importance to the overall economy. The cooperative system aims to promote the economic and social status of each person to grow because the cooperative system combines the good parts of the capitalist system and socialism by aiming to produce wealth and stability for the country. It raises the national income and brings equality and freedom to the preservation of human nature to cultivate knowledge economic, social and democratic competence for cooperative members does not like violence. But it operates mainly by using the middle line.
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