Presentation Hutch

Step1: Step1:Target Target audiences audiences • Teenager Teenager &&working workingpeople people around around 15-30 15-30 yearsold. years old.

Analyzing SWOTs Analyzing SWOTs Strengths Strengths • • •

provides themost moststability stability system provides the system develop thegood goodmarket market strategy develop the strategy Hutch is innovative innovative Hutch is

Weakness Weakness • • • •

still developing theirsystem system developing their is not not aafamous famouscompany company in Thailand in Thailand long obligation obligationwith withcustomer customer smallest company smallest company

Analyzing Analyzing SWOTs SWOTs • Opportunities Opportunities  opportunity opportunity for for

• Thailand Thailand might mightmove movetoto3G3G Technology Technology

Hutch Hutch to to growth growth • internet internet becomes becomes thethe most most important important for people for people in in Thailand Thailand • new new target targetmarket market inin rural rural area area

Analyzing SWOTs • Threats • strongest company such as AIS and DTAC in the market • Need lot of investment to built the strong network

Step3: Determining Marketing Communication Objective • Create brand awareness • Improve brand image • Increase brand credibility

2008 Strategies & Tactics “You can be confident that we are ready to serve you well wherever you are!” • PR – Press Conference • Advertising – TVC • Transit Advertising - BTS Wrap

2008 Strategies & Tactics

• •

Build Credibility & Positive Awareness Improve system – CDMA 1. 2. 3. 4.

Clear Voice Safe Harmless Innovative 3G Fast 153 kbps

2008 Strategies & Tactics

• • • • •

Center Point, Siam Square April 5th 2008 2pm – 4pm Guest: Press & Celebrities Free Hutch C2288 + SIMderella

2008 Strategies & Tactics • • • • •

Brand Awareness Bie The Star “โทรมา...ว่ารัก” (I call...to say I love you) Ogilvy & Mather and Haus Guang Ch.3, 5, 7, Center Point TV (30 Sec)

2008 Strategies & Tactics TV Channel / Month

Jan.

Feb.

Mar.

Apr.

May.

Jun.

Jul.

Aug.

Ch 3 8:20 - 8:30 pm Seesan Entertainment Everyday Ch 5 10:10 pm / 9:20 pm Talk Show / Chris Delivery Everyday / Friday Ch 7 8:25 - 10:25 pm Soap opera Everyday Center Point TV 2 pm - 6 pm Center Point TV Saturday & Sunday * First Launch

Sept.

Oct.

Nov.

Dec.

2008 Strategies & Tactics

• Brand Awareness & Brand Image • New, Fast, and Innovative System • Launch with press conference & TVC • BTS: National Stadium – Saphan Taksin Mochit – On Nut • 3 bogies x 2 trains

2008 Strategies & Tactics

• Agency: Ogilvy & Mather • Media Agency: MindShare • April 5th – Sept. 28th, 2008

Step5: Setting the budget

Step 6: Evaluating Effectiveness 90 80 70 Net add (post paid) Net add (prepaid)

60 50 40 30

Total subscribers

20 10 0

Oct 06 Jan 07 Oct 07 Jan 08