PROJECT BRIEF PRODUCTS & OPERATION PLAN PR & ADVERTISING PLAN
CONTENTS
01 / 02 / 03 / 04 /
PROJECT BRIEF + BACKGROUND
002
+ PROJECT CONCEPT
003
+ OBJECTIVE
004
+ BRANDING & DESIGN
006
+ SPACE // SHOP CONCEPT
008
PRODUCTS // OPERATION PLAN + PRODUCTS CATEGORIES
012
+ LIFE STYLE PRODUCT IMAGE
014
+ FOOD PRODUCT IMAGE
015
+ PRODUCT CONTROL FLOW
016
+ OPERATING STAFF ORGANIZATION
017
+ OPENING PLAN & SCHEDULE
018
PR, MEDIA PLAN + PR CONCEPT // MEDIA CHANNEL
020
+ PR PLAN // CHANNEL // TIMELINE
021
+ PR ACTIVITIES PLAN 2014
024
CONCLUSION + EXPECTABLE RESULT
024
+ WE ARE NEED ISETAN SUPPORT
025
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PROJECT BRIEF + BACKGROUND // OBJECTIVE + PROJECT CONCEPT + BRANDING & DESIGN + SPACE // SHOP CONCEPT
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BACKGROUND 01 // Main concept of this Project
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SUPPORT
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Support and promote to boost up overall economic cycle for small and middle level of business owner and company who made the real good design product from overall of the country in Japan.
CONNECT
Conncect the business between Japan to the world by set up the antena shop to be as the showcase, promote and sale space for the products. Evenmore from this project it possible to keeps the communication about the real good design from Japan to “Buyer” and “Consumer” in each country where destributed the products.
DEVELOP From the result and the informations that gathered from this project benefit to use and help product’s maker to develop those product for more effective result in the future.
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BUSINESS PROJECTS Aims to the best effective for come on and open the market in overall of Asia.
BUSINESS PROJECT in THAILAND SET UP “The Antena Shop” for show, sale and promote selected products from Japan at Central World, Bangkok.
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BUSINESS MATCHING Event & Exhibition in MALAYSIA
BUSINESS MATCHING Event & Exhibition in SINGAPORE
SET UP The exhibition for set the product showcase and pararell with business matching.
SET UP More focusing on Business matching event with buyer in Singapore to be the base of business point to Asean market.
BACKGROUND 02 // Key Point for Produce Antena Shop
THE ANTENA SHOP KEY POINT for PRODUCE THE ANTENA SHOP in BANGKOK.
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JAPANESE MAKERS GET IN TO THE POINT FOR OPEN & DEVELOP NEW MARKET IN ASIA. Japanese Chamber of Commerce* would like to reach Thailand Consumer Market Needs for developing SMEs ‘s Japan & expand goods export to oversea, Especially in Thailand where is one of the large market share in Asia. *www.shokokai.or.jp/ Central Federation of Societies of Commerce and Industry (CFSCIJ)
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HOW IT WORKS?
MATCH PRODUCT TO THE RIGHT PLACE AND THE RIGHT TARGET. After do Japanese activity lifestyle market researching in Bangkok, we found Central World, Bangkok branch is suitable target (B+ up) where match to inovative “LIFESTYLE PRODUCT” that make consumer lifestyle be more “ENJOY” + “COMFORTABLE” consumer’s lifestyle which made by the real good quality from Japan.
Created products for...
ANTENA SHOP Represent & Function for...
SHOW &SALE
COMMUNICATION to Media & Consumer
Collect data for
MARKET RESERCH
OFFER PRODUCT to... TARGET GENERAL CONSUMER
BUYER
The relation between Consumer and Buyer would effected to each other.
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OBJECTIVE
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SUPPORT AND PROMOTE PRODUCT CREATED from JAPANESE SMEs MAKER. For promoting JAPAN SMEs goods in Thailand which selected from many local province product service.
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PRESERVE EXISTING CONSUMER. CREATE NEW GROUP OF CONSUMER.
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MATCH PRODUCT TO CONSUMER’S NEED BOOST UP SALES FROM NEW SERVICE.
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EDUCATE CONSUMER TO KNOW THE RIGHT INFORMATION, CONNECT TO BUSINESS IN THE FUTURE.
For preserving Central World ’s consumer who loves Japanese culture.And create new consumer who interesting in new inovative lifestyle product in the same time.
For present new service which hoping to reach Central World’s consumer needs & Up selling new Japan’s SMEs product in Thailand.
Introduce and acknowleade Japan culture to new market in Thailand then link it to buyer and consumer that willing to open their hands for business opportunity to Japan’s maker in the future.
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TARGET SUMMARIZE
MAIN TARGET POSITIONS
TARGET GROUP
Age ranges
The expectation of target group from this project.
{
The Potential of New Target Age ranges 25-45 year olds.
MAIN TARGET
{
The consumer that get the power and could be the potential of purchasing opportunity for our new launch product = B+ level Thai consumer. *B+ means to “Upper middle level of Consumer”. The brief of main target group’s conditions and benefit point would be as below.
TARGET GROUP CONDITIONS. AGE RANGES : between 25~45 year olds. MONTHLY INCOMES : 30,000 Bath to upper. RELATION STATUS : Single / Family (Merried).
Montly Incomes
Those keywords will use for educate Target group and make them get the same feeling as....
“THIS IS WHY WE LOVE JAPANESE PRODUCT!”
BENEFIT FROM TARGET GROUP.
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“AWESOME IDEA!!” “NEW EXPLORE!!” “COOL!! EXCITING!! USEFUL!!” “MAKE MY LIFE EASIER!!” “THIS IS MAKE ME FEEL LIKE I’M IN JAPAN!!”
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HELP US TO PROMOTE THROUGH SNS. The benefit from promoting shop and product through Social Network system. By using SNS (Social network as Facebook, Instragram, Twitter etc.) usally will help to promote several kind of informations automatically. CONNECTED JAPAN CULTURE LOVES TARGET TOGETHER Based on target who used to live in Japan before connected to new target who has never live in Japan but interested in Japanese lifestyle product and culture that be able to create by group them together as new target group and increase new consumer through this project.
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BRANDING // DESIGN
NAMING “MONO” Brand Identity design soliving for design product and shop philosophy of life style and food products based on the concept of “The Design and Inovation for your HAPPINESS Life Style”
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MONO TSUKURI
OMOTENASHI
NIPPON
OMOSHIROI
ARTISAN
HOSPITALITY
JAPAN
FUN & ENJOY
“MONO” means “THING”, The name which had direct message and linked to the communication with consumer to the story as “we provided and created a thing” that make “more” for your life style in several scenes from living to eating with our quality selected products from “The real Japanese taste both of Design and Food products”.
MOOD & TONE // OVERALL CONCEPT
DESIGN X LIFESTYLE THE MORE ENJOY for your life. From the good “Artisan” creator “Japan” inspired by their own country, Even from the nature to simple design, Good idea from the “hospitality mind”, All created “The real good products” which bring from Japan to Thai consumer. Try and Feel the way to enjoy your life style by Japanese Products with “Mono” concept store.
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MAIN CONCEPT
What difference of this shop?
ANTENA SHOP - SALE & SHOWCASE -
SHOP IDENTITIES
Concept Brief
Touching all about Japanese Culture
The main concept for this Antena Shop project came from the objective of Sale and Show the selected quality products as the foreground and the background of this project means for research and collect the informations of consumer that exactly and reliable data. From this temporary shop which direct sale the product to foreigner consumer could be told to the fact that shown how difference about the culture, shopping behavior, buying reason, the style and what consumer interesting in each country directly.
+ 365 Days SURPRISE PRODUCTS from JAPAN. + Beyond expectation experience at MONO Shop. + 5 Senses absorb with MONO selected products. + Consumer return & enjoy participation. + Being Talk of the town.
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ACTIVE HOSPITALITY & SERVICE MIND + As the core identity of Japanese culture the showing of Hospitality and Service mind to customer at the shop be able to communicate and make consumer understand in deep Japanese culture by service. + The most effective and the right way to communicate with consumer via the service is the effective training method to shop staffs.
TOUCHING OF THE ONE & ONLY JAPANESE ATMOSPHERE AND EXPERIENCE AT MONO CONCEPT SHOP. + Set up the atmosphere like you are already in Japan by setting display and mood of shop as Japanese style that could be easy to understand at the first sign. + With the concept of hight quality selected product, The image of display and atmosphere should be concentrated to High Value and Quality from Japan that reliable and easy to reach in consumer life style.
EDUCATE & COMMUNICATION BY POP-LABLE STYLE. + Make more communication and understand in deep information and detail of each product. All consumer needs information and product identity should be show on POP label to serve the right information to consumer.
STORE IMAGE SIMULATION
Explore your “New Experience”
TOUCH X FEEL X TASTE X EXPLORE ENJOY YOURSELF WITH OUR PRODUCT TRY IT WITH OUR WORKSHOP SPACE, “Now You Come Closer To Japan”. With high quality selected products based on “Simple and Tender” Japanese style. Feel more closer to “The Real Japan” with our products by Touch, Feel and Taste with the representation workshop in “mono” shop.
CONVINCE CONSUMER with IDEA for Workshop space + Workshop service for how to use high quality brush from Hiroshima + Workshop service for how to make Japanese pasta “Soba” + Workshop service for how to create “Origami”
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5 KEYS SUCCESS OF MONO
THE DIFFERENCE WAY OF NEW LIFESTYLE PRODUCT STORE. New service of lifestyle product concept beyond expectation goods of seasonable.
DIY Lifestyle WORKSHOP SPACE
EVENT & PARTICIPATION ACTIVITY
♛
IMPACT OF PR & MARKETING
♚
CREATE NEW TARGET (A GROUP UP)
+ Always introducing up to date lifestyle product.
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+ Magnet activities for upping traffic of visit. + Good acknowledge Image & New target.
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PRODUCTS // OPERATION PLAN + PRODUCTS CATEGORIES + LIFE STYLE PRODUCT IMAGE + FOOD PRODUCT IMAGE + PRODUCT CONTROL FLOW + OPERATING STAFF ORGANIZATION + OPENING PLAN & SCHEDULE
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PRODUCT SEGMENT & ZOING 01
STORE’s DETAIL Product Segment & Zoning
!
Product’s Zoning & Layout
PRODUCTS WILL ATTRACT CONSUMER BY...
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2
Sales Activity + Workshop
Design + Function
+ Educate and Attract consumer by Workshop and Sales Activity performance such as prepare workshop space to educate consumer about how to use product by Japanese Atisan. + Those of Product require Yeayly plan of Sales Talk, Campaign, Workshop Fair.
+ These kind of product got good point to attract consumer themself from Design and Good looking without doing anything. + The point to Present those of product is appeal about Good Functing with “G Mark”, Good Design Awarded product etc.
Product Category IDEAs
Luxury Product for
Hobby | Grocery
+ Comfortable Living goods corner (Lady & Gentleman)
Sales Price 1,000.- ~ upper
+ New arrival corner (every month or….) + Gift corner (every month or…..)
Daily use Products
3 Daily use
Sales Price below 1,000.-
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+ Food and Non Food products which consumer need in Daily Use in reasonable price which below 1,000 Bath.
+ DIY Lifestyle workshop corner + Seasonable goods corner (4 times / Y ) + Artisan Corner + Healthy foods corner + Premium Village goods Corner
PRODUCT SEGMENT & ZONING 02
Ready to Eat (Preserved Food)
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LIFESTYLE PRODUCTS IMAGE
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FOOD PRODUCTS IMAGE
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PRODUCTS CONTROL FLOW & ORGANIZATION MAP
JAPANESE CHAMBER OF COMMERCE WORK ON... DOMESTIC(JAPAN) SME’S BUSINESS OWNER
Sending Report
THE ASSOCIATION FOR THE PROMOTION OF TRADITIONAL CRAFT INDUSTRIES
Products Application
COMMISSIONED BUSINESS CONTRACT
- Business Proposal - Local Business Control - Overall work organize between related departments. WORK ON...
Rin, Murakaramachikara Association
FURUSATO SERVICE Co.,Ltd, Japan Parter company (Overall Control position) Business Support & Control based in Thailand
WORK ON... BANGKOK SIDE TRADE BUSINESS COMPANY in Thailand - Process on Import procedures - Control Logistic company (Thai-Domestic control), Stock control etc.
CENTRAL WORLD Thailand PR Activities
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Store Managment
Run the Business
- Seeking Rental Space. - PR Activities on Media, Press etc. - Manage Sales Activities in Store. (Sales Staff’s Training, POP / Ads production and control etc.) - Sales Activities with other business holder such as Trader or Distributor company. - Report Actual Sales (Sales amount, Total number of Visitors etc.) - Control Trader/Logistic/Products.
- Collect produts from all province from Japan. - Export control (included custom clearance). - Control exported product to oversea. - Process on Report - Settle account with SME’s Business Owner.
OPERATION STAFF // ORGANIZATION CHART Local Position based for STORE Managment HEADQUARTER
Mr. Ono PROJECT LEADER
Mr. Hanaoka
Mr. Kondo
Mr. Kantatorn
STORE MANAGEMENT
EVENT MANAGEMENT
PR ACTIVITIES
ADMINISTRATION OFFICE
Management Level
Supporting Staff
PR Channels
STORE MANAGER
PERFORMANCE STAFF
MEDIA & ADVERTORIAL
ACCOUNT
ASSISTANT MANAGER
SALES CELEBRITY
SOCIAL NETWORK & HOMEPAGE
REPORT/DATA
Operation Level DOCUMENT STAFF 01
STAFF 02
STAFF 03
STAFF 04
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OPENING PLAN & SCHEDULE
2013 YEAR OCTOBER
Exhibitor Application
NOVEMBER
2014 YEAR DECEMBER
JANUARY
FEBRUARY
MARCH
Application for Exhibitor or Maker who want to put their product to Mono Store be able to apply in the same time while this project running. While the application of SME’s maker’s running, Will set up the meeting between related staffs to set the group of products before start running the store.
Antena Shop
Event Business Matching
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Openning plan in the middle period of January.
Local research to prepare and collect the right informations.
Set up Seminar (Local meeting)
Setting for Event / Business Matching
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PR, MEDIA PLAN + PR CONCEPT // MEDIA CHANNEL + PR PLAN // CHANNEL // TIMELINE + PR ACTIVITIES PLAN 2014
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PR CONCEPT // MEDIA CHANNEL
MAIN CONCEPT for COMMUNICATION/SPREAD THE INFORMATIONS to MAIN TARGET This page would summarize the way to communication with main target that already set the first piority as Central World’s consumer and buyer but the way to spread informotions to “Media” also importance for this project which represented and let them know deeply about how value of Japanese cutlure became to Good Idea Products.
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CHANNEL to SPREAD THE INFORMATIONS OF THE CONCEPT STORE “MONO”. By setting the seasonal event, New product event & campaign, to be as “TREND SETTER” of Japanese new lifestyle product and food.
MEDIA, BUYER, CONSUMER by
to
MEDIA, BUYER, CONSUMER by
SET UP WORKSHOP SPACE To make the feeling of visitor more closer to Japanese culture and let them feel in the same way of the concept of product, Setting the activity and event included workshop space is the big way to communicate with our main target and press.
to
+ PRESS RELEASE, DM + LAUNCH on ONLINE MEDIA + WORSHOP SPACE AT STORE + LAUNCH on SOCIAL NETWORK + PRINT ADS, MOTION ADS + SET UP “MONTHLY CAMPAIGN”
MEDIA, BUYER, CONSUMER by
SET UP SEASONAL, NEW LAUNCH EVENT When set up Workshop space at the store will prepare trial space or tasting space for food products to press, consumer and buyer to try new product as “Campaign Event by Montly or Season” same as Japanese season.
+ PRESS RELEASE, DM + ONLINE MEDIA + LAUNCH WEBSITE + LAUNCH SOCIAL NETWORK + SALES TALK + LAUNCH PROMOTION / CAMPAIGN + PRINT ADS, MOTION ADS
to
+ PRESS RELEASE, DM + LAUNCH on ONLINE MEDIA + POP/POSTER AT STORE + LAUNCH on SOCIAL NETWORK + PRINT ADS, MOTION ADS + SET UP “MONTHLY EVENT” or BY SEASON
PR PLAN // CHANNEL // TIMELINE
TOTAL COMMUNICATIONS CHANNEL & PLAN OPENING PERIOD PHASE I
PHASE II
PHASE III
PHASE IV
PHASE V
STORE WEBSITE Informative / Education Center / Trade Zone PR Activities Press launch/ press visit / Group Interview / Photo Release / Gossip / New Product / Scoop ACTIVATION Press launch / Consumer launch / Road show Downtown / Road show BKK / Sale promotion / Event & Workshop PRINT ADS. Advertorial / Mag Ad OOH (Out Of Home Ads) such as “BTS Advertisting” (Motion ads or Printing ads) TV Ads / Scoop / Sale talk Promotion Ads / VTR ONLINE MEDIA / SOCIAL NETWORK Social Media/ Viral Marketing / Seeding / Blogger
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PR ACTIVITIES PLAN 2014
ACTIVITIES & YEARLY PLAN SCOPE SERVICE DETAILS • Strategic PR Planning and concept activation • Press Release 2 times/month (Promotion news, Gossip news , new product, Photo caption) • Press visit 1 time/6 months • PR Scoop 2 time/6months • Photographer 2-3 times/6 months • Clipping Monitoring and report • Monthly Press meeting • News clipping around 15 news clipping monthly (printed media)
Media Buy Advertorial Ad. TV program
Press Conference
News Produce Release Thai-Japan CSR Project
News knowledge Release Media Trip
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Work Shop Activity
04 /
CONCLUSION + EXPECTABLE RESULT + WE ARE NEED ISETAN SUPPORT
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CONCLUSION 01
EXPECTABLE RESULT
1 Can Preserving Central World’s consumer who are in love Japanese Culture.
2 Many kinds of SMEs products of JAPAN will be well known in Thailand market and reach Central World’s consumer needs which can up selling and traffic.
3 Can recognize Japan culture to new market in Thailand and build up and linked to Japan travel & other business in the future.
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CONCLUSION 02
THAT’S WHY WHAT WE NEED CENTRAL WORLD TO SUPPORT US
1 OFFER SPACE (80-100 m2) WITHIN 17 OCT 13 or ASAP As contract space while running the store on next year, Start contract within December and plan for open on the middle of January.
2 PRE-GRAND OPENING SPACE ON DECEMBER
3 CENTRAL WORLD’S MEDIA SUPPORT (HP / NEW LETTERS ETC.)
4 CENTRAL’S YEARLY ACTIVITY PLAN
5 DETAIL & RULE OF SHOP CONSTRUCTION: WATER/ELECTRIC & SAFETY
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