MK331 IMC ThaiAirAsia X Brief
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Transcript of MK331 IMC ThaiAirAsia X Brief
![Page 1: MK331 IMC ThaiAirAsia X Brief](https://reader036.fdocuments.in/reader036/viewer/2022081513/55a8dcf61a28ab220d8b45e4/html5/thumbnails/1.jpg)
IMC Plans
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- Low Cost - No Frills - Short Haul (Within 4 Hours) - Airbus 320 : 180 Seats - Economy ClassFounded 1993 Founded 2003
- Low Cost - No Frills - Long Haul (Over 4 Hours) - Airbus 330 : 377 Seats - Business Class, Economy Class
Founded 2007 Founded 2014
Background
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Business Class Economy Class
ICN NRT : Tokyo KIX : Osaka
DMK
Services
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Positioning
USP RTB
Lower Cost
Higher Cost
Higher Services Quality
Lower Services Quality
“You Pay What You Want”
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Target
Consumer Insight
“Value for Money, Keep the money for something else ”
Right now
Explore Experience
Travel
Fast
Value concern
Sharing Adventure
Self dependence
Independent
Playful
Fun
Self Express
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A day in the life
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Survey
n = 40
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Key Issue
“to increase brand awareness from 12.5% to 40% in March 2015 (6 months)”
Solution (SMART Objective)
“People don’t know the real Thai AirAsia X”
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Key Message
ทำให้เข้าใจว่า X คืออะไร
Projects
eXtra Long, eXtra Comfort, eXtra Economy
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Member
5406612043 Ms. Nirunporn Kidmai 5406612050 Ms. Kannaree Kingkanchanarot 5406613595 Ms. Sineenart Somnam 5407610095 Ms. Rugeerat Jiamlertwiwat 5407610285 Mr. Nontawit Sungworn 5407610566 Ms. Arisa Muannil 5407610848 Ms. Apittha Jatupittayakuntha 5407611515 Ms. Kotchakorn Chokrathok