Download Marketing Plan Competition J-MAT Award #26 “Let`s Your Ideas

Marketing Plan Competition
J-MAT Award #26
“Let’s Your Ideas Shine…
Create Cinema’s Marketing Plan
to Catch the Heart of Gen Y”
“Group Name …………………."
Faculty………………………………
University……………………
**Cover page of all Marketing plan submitted in this competition MUST contains all details as
stated in the cover page example above**
Marketing Plan Competition
J-MAT Award #26
“Let’s Your Ideas Shine…
Create Cinema’s Marketing Plan
to Catch the Heart of Gen Y”
“Group Name …………………."
Faculty………………………………
University……………………
Made by
1. ...Name..Surname……... / ....4th... year (Team leader : tel…………………)
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Advisor ’s signature
**Alternative cover page (2nd page) of all Marketing plan submitted in this competition MUST
contains all details as stated in the Alternative cover page example above**
“Let’s Your Ideas Shine…Create Cinema’s Marketing Plan to Catch the Heart of Gen Y”
26​th​ J-Mat Award for Marketing Plan Competition
Schedule
1. Publicizing 14 December 2016 to 31 January 2017
2. Application 26 December 2016 to 31 January 2017
3. Meeting to receive brief and details
Tuesday 31​st​ January 2017 (12:00-17:00) at Siam Pavalai Royal Grand
Theatre (6​th​ floor, Siam Paragon)
4. Submission Deadline
Saturday 4​th​ March 2017 - Applicants to submit 6 copies of the plan; 2
original copies and 4 photocopied copies, 2 data CDs and any additional
documents which are:
1.Copies of every team member’s student ID, together with verified
signature
2.A copy of bank’s account passbook of the team leader (the page that
contains account number)
All documents can be sent to Marketing Association of Thailand (14​th
floor Lumphini Tower, 1168/21 Rama IV Road, Tungmakamek, Sathorn,
Bangkok 10120) Telephone number: 02-6797360-3 (between 10:00 –
16:00)
Announcement
1​st​ Round ​– 14 shortlisted teams will be announced on Monday 3​rd​ April 2017 through
www.marketingthai.or.th​ and ​www.facebook.com/smartjmat
These 14 teams will also receive notification calls via phone.
2​nd​ Round ​– 7 shortlisted teams will be announced on Wednesday 19​th​ April 2017 through
www.marketingthai.or.th​ and ​www.facebook.com/smartjmat
These 7 teams will also receive notification calls via phone.
3​rd​ Round ​– Presentation of plans from all 7 teams on Thursday 27​th​ April 2017 (13:00-18:00)
Winners’ announcement and award ceremony ​– Friday 28​th​ April 2017 (13:00-17:00)
Prizes for 26​th​ J-Mat Award winners
1​st​ Prize
Her Royal Highness Princess Maha Chakri Sirindhorn royally bestowed trophy,
together with 130,000 baht cash to use for educational propose and certificate
nd​
2​ Prize
70,000 baht cash to to use for educational propose and certificate
3​rd​ Prize
55,000 baht cash to to use for educational propose and certificate
Honorable Mention (4 Prizes)
40,000 baht cash prize to and certificate
“Best Idea” Prize
30,000 baht cash prize to and certificate
“Best Support” Prize
30,000 baht cash prize to and certificate
“Creative Award”
10,000 cash prize to and certificate
Prize for professor who advise the winning team
20,000 baht in cash
Applicants’ Qualifications and Submission Conditions
1. Application forms must be filled with accurate information and in the clearest manner.
The use of false information will affect in elimination out of the competition or return of
prizes in the case that the competition’s result has already been announced.
2. The applicants have to be 3​rd​ or 4​th​ year students who are studying bachelor degree level
in Thailand. (2​nd​ year students are allowed to join competition in the case that the team
has not more than 40% of 2​nd​ year students.) Each team has between 3-10 members. The
applicants can be students of marketing or any other fields but all team members have to
study in the same educational institution accompanied with certified letter from advisory
professor.
3. Individual applicants can only be part of one team. (1 person/ 1team and 1 plan)
4. A completed plan submitted has to contain a list of team members’ names and a team
representative, together with verification by advisory professor.
5. An individual advisory professor can advise more than one team.
6. Change in team members’ names cannot be made after the judging of the 1​st​ round.
7. The competition organizers reserve the rights to use Marketing Plan submitted to develop
for benefits of the organization and society in the future without prior notice.
26​th​ J-Mat Award Brief
“Let’s Your Ideas Shine…Create Cinema’s Marketing Plan to Catch the Heart of Gen Y”
Objectives of the Marketing Plan
1. To create Marketing Plan for cinemas in Major Cineplex Group that respond to Gen Y’s
demands (a new generation of both men and women at the age of 15-36 year old who
located in every part of the country at the ratio of 50% in Bangkok and 50% in other
provinces.)
2. To create brand identity and awareness for Major Cineplex Group that will link to
long-term brand loyalty
3. To create Marketing Plan that will increase cinemas’ income through both existing and
new channels in order for sustainable growth
Plan Presenters’ Position
Each team positions themselves as marketing team of Major Cineplex Group who has
responsibility to create Marketing Plan that responds to Gen Y by creating short-term plan of 1
year for cinemas under the budget of 10,000,000 baht. The Marketing Plan that will be presented
consist of:
1. Identified marketing strategies for the highest increase of number of Gen Y who use
services at Major Cineplex
2. Propose new channels to increase sales
2.1) Business Partner – To combine forces in order to increase sales, expand
customers base and set new trends for watching movies at the cinemas
2.2) New Channel – Products and services that meet the needs of Gen Y that will
increase sales and build income in new area
2.3) Use ideas and communication channels that are the most effective for target
group
2.4) Build brand values for recognition and positive attitude towards Gen Y in
order to be the most preferred brand and create brand loyalty
Significant Details Covered
Marketing Plan that is submitted has to contain details below:
1. Main objectives of Marketing Plan that is related to brief’s objectives
2. Marketing analysis of competitors and internal/external factors
3. Identify target group and behaviors of target group (refer to market research done by the
team)
4. Identify future target group (refer to market research done by the team)
5. Propose new ideas to create brand values that are different than other brands
5.1) Ideas that treat cinemas beyond its physical spaces and functions and reach target
group
5.2) Presentation (conceptual images and layout can also be used)
6. Propose marketing strategies that will increase business’ growth rate according to its
objectives with tools that are applicable for highest efficiency
7. Every marketing activity proposed has to include objectives, target group, duration, budget
and clear assessment
8. Allocate budget in the most suitable and efficient manner
9. Short-term Marketing Plan of 1 year with budget of 10,000,000 baht, together with directions
and budgets for 3 Year Growth Plan with budget of 15,000,000 baht. Students are
encouraged to find a way to increase budget from external source or use budget to maximum
efficiency.
Expected Outcomes
Major Cineplex Group expected that Marketing Plans submitted will be creative and feasible.
● Enable to significantly increase Gen Y users
● Enable target group to watch movie at the cinemas in a continuous manner
● Create differences between competitors which lead to customers’ brand awareness and
products that are truly needed, which do not mobilize by prices or promotion
● Enable positive attitudes towards brand and create long-term brand loyalty
Expected Marketing Components
1. Table of Content
2. Introduction and background (i.e. Team’s title, team members, receiver etc.)
3. 1-page executive summary (i.e. objectives, methods, outcomes and assessment etc.) – ​5%
of all content
4. Assumption that relevant to real condition such as environment, economic condition,
political condition, consumer behaviors and technology – ​10% of all content
5. 1-year marketing plan with details below – ​70% of all content
- Market analysis both in the past and current situations for future planning such as
analysis of market and environment, competitiveness, direct and indirect competitors,
target group of Gen Y and obstacles
- Marketing strategy together with action plans that are creative and feasible
- Products’ opportunities and threats analysis
- Products’ strengths and weakness analysis in order to perform according to market
analysis
- Business alternatives for consideration of the best option
- Assessment and following up of each activity
- Analysis of ROI (Return on Investment) and KPI (Key Performance Indicator) from
promotional activities and financial management plan
6. 3 Year Growth Plan that presents activities and marketing strategies that will increase
growth from the first year in order to maintain market share and create brand loyalty in
long term – ​10% of all content
7. Conclusion and recommendations to highlight strengths and creative aspect of the plan to
convince judges to agree with this plan – ​5% of all content
8. Supporting information and appendices
Supported Information
By Major Cineplex Group Co., Ltd.
1. Market Situation
Major Cineplex group is a number one in Cineplex Industrial that has been built in 1995
and Registered with the security exchange of Thailand to be public Company Limited which has
the main Business that is Cineplex bowling Karaoke and ice skate. because of fast growing of
business in the past reinforce to be the world's best Cinema and total lifestyle entertainment
complex provider dumb because of developing and selecting the innovation technology so it
brings sharing the world's best entertainment dreams to continue complete entertainment
business
The Cinema Business
Cineplex Cinema was first established in Thailand in year 1995 by Mr. Vicha Poonworalak
as a stand alone 7 - 10 storey building constructed on a 20-30 year leased piece of land which
had been integrated as an entertainment complex with available spots for boutique shop renting
and had provided customers with various selections of movies, shops, and restaurants. Due to
the high and consistent number of visiting customers, shops were rented in the rate of 90%
continuously. Stand-alone cinemas were total 5 branches across Thailand within the end of year
2015 which are, Pinklao Branch (the initial branch), Sukhumvit Branch, Ratchayothin Branch,
Rangsit Branch, and Esplanade Kaerai Branch. Other than stand-alone cinemas, the company
has 3 methods in expanding their branches
1. Department stores
2. Lifestyle malls
3. Large retail stores
In the past, introducing cinemas through department stores was a popular method due to
the rapid growth and lower establishment costs compared to constructing a stand-alone cinema.
Later, the company had started expanding its cinema business through lifestyle malls in year
2004 by investing in Siam Future Development PLC. Who was responsible of constructing
lifestyle malls on 3 - 5 rai piece of land with a construction time frame of 6 - 12 months?
Therefore, the company has an opportunity to obtain nearby consumers within the community
and to satisfy the needs of their consumers. From the growing trend of movie consumption, it
had created 10 times of growth in this past 4 years for the investors with Siam Future
Development PLC. Reachable access and convenience to movies along with bowling alleys had
satisfied customers’ needs and is also a positive impacts for the business itself. Penetrating in
large retail stores, such as Big C and Lotus, and providing cinema with bowling alleys have
been highly successful in up provinces of Thailand due to the fact that the market perceives
these malls more than just a place to purchase goods, but a place to meet up.
In this present time, the company has owned 80% of its market share with the help of
consolidating with EGV Entertainment in year 2004
The Advertising Business
From the success of 25 - 30 million visiting customers, the company had formed a
subsidiary called “Major Cinead Co. Ltd.” to provide advertising services to potential firms within
the cinema and the responsible areas. Cinemedia which has up to 85% profit includes Screen
Advertisements, VDO Wall, Tri-Vision Billboards, Plasma Screens, Advertisements on Menu
Boards, Billboards and Cut-outs, and 4D Screen Advertisements. Moreover, the company
provides Interactive Media and Cross Promotion services. Since these types of advertisements
have direct contact to customers, the growth rate had gradually increased from year to year.
Movie Business
The Company invests in film distribution business by 92.46 percent shareholding in M
PICTURES ENTERTAINMENT PLC. In the past, the Company holds direct in M ​Pictures Co.,
Ltd., which distributes the film in theaters and also holds shares in MVD Co., Ltd. (formerly
known as Pacific Marketing & Entertainment Group Co., Ltd.) the Company has restructured
the business, and continuously since July 2009, the two companies under the administration
of M PICTURES ENTERTAINMENT PLC. To achieve optimal performance in film distribution,
from upstream to downstream in the film distribution business of M Pictures Co., Ltd.
Management of the film released in cinemas in order to have the film screened continuously
throughout 52 weeks of the year to help generate revenue for the company regularly, even
during the period that Hollywood has not enough film. M Pictures Co., Ltd. will buy a movie
from the creators of independent movies from Japan and Korea. Due to being the leader of
the cinema market of Major Cineplex Group, it results in the earnings of M Pictures Co., Ltd.
is a strong contender for the film distributors. In the home video market MVD Co., Ltd.
manages the distribution period (3-4 months after the film was released) and maintain price
levels and CVD DVD sales that the market is at an appropriate level. In order to be able to
make money from the film in theaters and home video market in the year 2009 and a fully M
PICTURES ENTERTAINMENT PLC. Also founded M's Nine Limited (M39), a film production
company Thailand quality with the company and a conglomerate whose primary purpose is to
push the filmmaking Thailand and lay the foundation of growth for the movie industry in
Thailand. During 2013, M PICTURES ENTERTAINMENT PLC. has bought shares in Talent One
Co., Ltd. operating film production services and production services for the entertainment of
all forms. At the end of 2016 holds shares representing 83.22 percent and has also bought
shares in Major Kantana Broadcasting Co., Ltd. (M Channel), which operates through a
satellite broadcast and distribution rights of the film by Major Cineplex Group Co., Ltd.
(Major) by way of exchange of shares issued, representing 41.61 percent. In 2014, M
PICTURES ENTERTAINMENT PLC. joint venture with four companies together with True
iContent in True Corporation, Bangkok Flim Studio, Matching Studio Plus, opens
"Transformation Flim” produces good quality Thai films to enter the market both domestic
and international. Along with the launch of the first film "Chiang Khan Story (or Tookae Ruk
Pang Mak)" which was released on August 28, 2014 in theaters nationwide. For a joint
venture of four companies: M PICTURES ENTERTAINMENT, True iContent, Bangkok Flim
Studio, joint venture in equal proportions company by 28.57 percent, worth for the value of
50 million baht and Matching Studio Plus 14.29 percent stake worth 25 million baht for a total
investment of 175 million baht, with the initial goal is to produce 4-6 films released each year
and also plans to market Thai films to ASEAN. By the end of 2015, the group holds shares
representing 26.42 percent of the share capital on 24 August 2015. M PICTURES
ENTERTAINMENT PLC. has invested in MVP M Pictures Film Distribution (Laos) Co., Ltd.,
Operates film distribution in Laos, 40,000 shares equal to 1.77 million baht, a joint venture of
the group shareholders representing 36.98 percent of the share capital.
2. Product Information
At the end of 2016, Major Group has 16 brands
Major Cineplex, EGV, Paragon Cineplex, Quartier CineArt, Esplanade Cineplex, Paradise
Cineplex, Mega Cineplex, Hatyai Cineplex, WestGate Cineplex, Diana Cineplex, Ayudthaya
Citypark Cineplex, Blueport Cineplex, Korat Cineplex, Seacon Cineplex, Promenade Cineplex,
EastVille Cineplex
The Company has 110 branches, 660 theatres in total, which can accommodate
audiences of 154,819 seats. Since Thailand’s number of theaters per capita is low, the
company plans to expand the theater to accommodate the expansion of the population in
2015 for another 60-90 theaters and the next year at least 50-80 theatres to cover all areas
of the country. Major Cineplex's theatres focus on customer service at all levels, modern
cinema, variety of film screenings in RealD, 2D, 3D, 4DX, IMAX, Screen X and good quality
sound system, for customer’s more enjoyable experiences.
The company aims to expand its branches across the country to allow customer to
experience the diversity of cinemas format. Therefore, the company focuses on different
decoration at each branches. The company has decorated 6 stars theatre to serve the
premium customer at Paragon Cineplex, such as Bangkok Airways Blue Ribbon screen is Life
Style Entertainment's new boutique style to create the different experience that meets the
needs of customers, a group of young people who likes comfort and privacy for watching
movies to the fullest experience. Extras private lounges at Bangkok Airways Blue Ribbon
Lounge, which is decorated with a chic atmosphere with snacks and drinks to eat before
going to the movies, including massage, spa, theater, which is the first in Thailand. The
theater is decorated with leather seats that recline and have a pillow and blanket for each
seat equipped. The Paragon Cineplex, in addition, opens "Enigma the Shadow Screen"
Another innovation which is exclusive for members only. Enigma’s lounge equipped with a bar
and a 34-seat luxury movie theater for private parties. Which has been accepted very well by
customers, VIP and corporate customers. In 2011, 4DX theatre has been opened at Paragon
Cineplex. 4DX is a technology and innovation of cinema world that provides customer the
absolute cinematic experience: visual, lighting, sound, and special effects with moving chairs,
24 types of effects and digital 3D system. At the end of 2016, there are 9 branches that has
4DX theaters: Paragon Cineplex, Major Cineplex Ratchayothin, Central Festival ChiangMai,
Central Festival Hatyai, Central WestGate, Promenade, Central EastVille and Korat Cieneplex.
In 2014The company has opened a cinema abroad at Cambodia located at the Aeon Mall,
Phnom Penh. On an area of ​about 6,000 square meters including 7 theatres, 1,578 seats,
screening in 2D and 3D system for 5 theaters, 1 VIP theatre, and 1 4DX theatre. In 2015 the
company opens its branch in Vientiane, Laos, with 5 theaters, 1,148 seats.
3. Price
Price for a movie ticket at theatres are various up to the type of the theatre, theatre
technology, and venue of the theatre, based on the standard price.
4. Promotion
A special marketing promotion in all forms of the Above-the-line, Below-the-line and online
marketing.
4.1 Advertising
4.2 PR
4.3 Promotion
4.4 marketing activities at the point of sale.
4.5 Digital & Online Marketing: Social network e.g. Website, LINE application, Instagram,
Facebook, Mobile Application, Twitter.
5. Policy of Major Cineplex Cinema.
- Create a theater for 1,000 in 2020, both in India and abroad among CLMV.
- Create and push Thailand to film a proportional 50% of the total market value of the film
industry in Thailand.
- Same Store Growth with the Better Margin sustainable growth. (Sustainable)
The decision forms: J-MAT AWARD.
1. Committees: composed of marketers, advertisers, academics, representatives from sponsors,
a total of about 28 people.
2. The process:
2.1. Round 1 assort of plans submitted for about 14-15 teams.
2.2. Round 2 finalists selected plan from 14-15 teams, only 7 teams.
2.3. The final selection of the winning team and each team must present a marketing plan
directly with the committee and answer questions from the committee. Includes approximately
30 minutes per team.
3. The decision in each round.
3.1. Pre-qualification (14 teams) - a score of a marketing plan 100 points.
3.2. The final round (7 teams) - the presentation of the plan to the committee and answer
questions 100 points.
4. Plan to put forward (Proposal): For the filter must consist of team members in the team,
University and a contact phone number.
The content will be printed in a font that is easy to read. No smaller than 14 pt and used only by
the number of A4 paper, paper of detail not exceed 30 pages (start 3-8 on page 7) 6 sets
(original 2 sets of 4 copies) and. CD 2 sets
** Plans submitted must not exceed 30 pages if plans submitted more than the number of pages
will not consider the plan.
5. The proposed plan must identify the roles and responsibilities of each. No other name is not
on the team involved. If any of these rules will be disqualified or if it has already ruled, the
committee has the right to cancel the decision to be void
6. Decision: The decision of the committee is final. Except for violate the rule number 5th