MBA Project Option : School of Management, AIT

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AgendaAgendaThis project is done for Super Jeew – the longest lasting children program producer, in order to keep the company update with the new behavior, attitude, and satisfaction of its audiences. The agenda of the presentation is on the right.

Objectives & BenefitsObjectives & Benefits

Program improvement Awareness testing

Possible advertisement effectiveness reference to sponsors

The satisfaction of Super Jeew audiences is positively related to the perceived level of participation in the program

The brand recognition of sponsors in Super Jeew is positively related to the satisfaction of each activity period within the program

HypothesesHypotheses

MethodologyMethodology

Large number of samples 600

Questionnaires 530 were taken 500 functional

2 Focus Groups 10 from grade 3-4 12 from grade 4-5-6

Competition characteristicsCompetition characteristics

MCOT Modern 9 TV is the cartoon channel leader

Cartoon as a TV rating tool Other channels duplicate

leader’s strategy Still MCOT is the most

powerful player when others avoid face-to-face competition

Compete with variety and content of the programs

Cartoon is the dominate strategy for all channels, however, others become more powerful alternative

Super Jeew is amongst the cluster of cartoon programs

Porter’s Porter’s 55 forces model forces model

Even there are 3 high forces from suppliers, customers, and competition within the industry, the children TV program industry is attractive with the high market value as much as over 700 million baht per year.

Substitutes don’t play such important role when the target group is unclear and also it’s not easy for the new entrants when the investment is high.

Movie here Movie here

Behavior & AttitudesBehavior & Attitudes

Behavior & AttitudesBehavior & Attitudes

Super Jeew has such big group of audiences with high participation level

The program can easily induce its audiences to join the program activities

Behavior & AttitudesBehavior & Attitudes

PreferencesPreferences

Host Character does matter when appearance does not. P’Soop P’Soop has been program

host and symbol

for 1717 years

Now

Lazy Gang are taking their turn

A A changechange of audiences of audiences lifestylelifestyle

The interesting point of this researchis when 25 percent of the kids told the researching staff that they love watching documentary program and another 18 percent love watching

news.

This fact may send a signal of changing of the interests of the new generation. Besides entertainment,

the contents and learning process from TV program is in the new generation’s favor and interest

“Laughing is not the only thing that we are looking for when we watch TV, we got to learn something out of it”

NamGrade 4 student

Wat Nimmarnradee SchoolFocus Group

“Reung Dek Dek…Mai Lek Yang Tee Kid” 17 January 2008.

The Krungthep Turakij Website: Business Research.

Research of Far East DDB

Activities evaluationActivities evaluation

Rank Activity NameAverage

Satisfaction Level

Average Participatio

n Level

Average Fun Level

1st Super Game 4.45 4.08 4.47

2nd Super Idea 3.06 2.57 2.96

3rd Super Challenge 2.55 2.33 2.60

4th Super Sport 2.46 2.29 2.48

5th

Dek Som Boon Junior Food Challenge

2.18 2.19 2.21

Correlation between level of satisfaction to participationHypothesis I

The hypothesis is proved that the satisfaction of Super Jeew audiences is positively related to the perceived level of participation in the program; yet, the correlation is lower than the relation between the fun level and favourable rating.

Brand recognition of Add-InsBrand recognition of Add-Ins

Super Jeew Sponsor Percentage Non-Super Jeew Sponsor

Percentage

Food ChallengeDek Som Boon 54%

Super IdeaHonda Asimo 52.6%

Super GameOvaltineVitamilkMama TulieKellogg’sYoyoFaber Castel

24%89.8%89.8%10.2%

92.38%92.38%90.4%90.4%87.2%87.2%32.8%

DutchMillYum Yum Chang Noi

28.2%11.2%22.8%

Super ChallengeSnack Jack 46.4% Lay’s 8.8%

Super SportForemost 32.6%

the result of survey showing the average advertisement recognition comparing with average satisfaction, participation and fun scores

Super Jeew Sponsor

Average advertisem

ent recognition

Average satisfaction

score

Average participatio

n score

Average fun

score

Super Game 61.0% 4.45 4.08 4.47

Food Challenge

54.0% 2.18 2.19 2.21

Super Idea 52.6% 3.06 2.57 2.96

Super Challenge

46.4% 2.55 2.33 2.60

Super Sport 32.6% 2.46 2.29 2.48

Correlation between activity satisfaction and ad recognitionHypothesis II

The hypothesis is proved that there is no relationship between activity satisfaction and advertising recognition

Super Jeew can convince the sponsors with the amount of viewing, but can’t guarantee brand recognition

Focus Groups explain the Focus Groups explain the brand recallbrand recall

Wat Nimmarnradee Wat Nimmarnradee School School

(Non-live activity experience)

o Without seeing any logos, the focus group members can recall 2 sponsors

o Not the name of the brand but MASCOT & CARTOON CHARACTER

Rajchawinit Primary Rajchawinit Primary School, School,

Bangkae Bangkae (Live program shooting

experience)

o Brands distributing sampling can be recalled

o Plus the mascot showing in the program

Problems summaryProblems summary

Food Challenge needs improvement

Super Sport calls for attention

Only 2 representatives from one school can join

Audiences can’t participate directly

Limited fun?

Large amount of participants

Only hot-shot of the shoot is broadcasted

Does it make any different from school’s sport day to audiences?

Problem summaryProblem summary

Super Challenge’s result is doubtful

How to enjoy the inspiration with Super Idea

The amount of participants in the live activities are not different from Super Game

Variety of games but no special host

Does broadcasting period matter?

Individual participation fits audiences’ preferences

Low fun … how to increase?

Super Jeew’s next stepSuper Jeew’s next step