year plan 2014 watch with supp
TRANSCRIPT
NO.1 OF WATCH DESTINATION
“2014 Plan”
“Agenda 2014”• Performance Review 2013 and Sale Target 14• Watch Galleria Strategic 2014• Renovate Plan 2014
Advertising Project Operation Problem / Q & ASUPPLIER PRESENT MKT PLAN 2014
1
PERFORMANCE REVIEW 2013
SaleRanking
2013
SaleRanking
2012
Status Branch
1 1 Siam Paragon
2 2 Bangkapi
3 3 Ngamwongwan
4 4 Bangkae
5 5 Korat
6 6 Emporium
7 7 Thapra
8 8 Ramkamhang
9 9 Donmuang
Performance Review 2013
Performance Review 2013 (Total 8 Branch)
SaleRanking 2013
SaleRanking 2012
Status Brand
1 1 TAG HEUER
2 2 CASIO
3 3 SEIKO
4 4 GUCCI
5 5 LONGINES
6 7 CITIZEN
7 8 GUESS
8 9 RADO
9 6 ORIS
10 10 MIDO
SaleRanking 2013
SaleRanking 2012
Status Brand
11 12 GRAND SEIKO
12 11 Q‐Time
13 13 MAURICE LACROIX
14 17 CHARRIOL
15 14 TIMEX
16 18 TISSOT
17 20 ISSEY MIYAKE
18 16 EMPORIO ARMANI
19 23 ORIENT
20 15 BREITLING
Top 10 by Store 2013
SaleRanking 2013
Luxury Better Watch
SportHi‐End
SportCasual
Fashion Classic
1 MAURICELACROIX GUCCI TAG HEUER CASIO GUESS LOUIS LAUREN
2 CORUM LONGINES ORIS SEIKO GUY LAROCHE SANDOZ
3 PERRELET RADO GRAND SEIKO CITIZEN DKNY WILSON
4 BOVET MIDO TISSOT TIMEX DIESEL POMAR
5 FRANCK MULLER CHARRIOL BREITLING ORIENT ELLE ROMANSON
6 ZENITH ISSEY MIYAKE VICTORINOX SWISS ARMY ALBA GIORDANO GALANT
7 PATEK PHILIPPE EMPORIO ARMANI BALL LACOSTE SOVIL ET TITUS VALENCE
8 OMEGA BURBERRY GRAHAM LUMINOX SWATCH Q&Q
9 PANERAI MICHAEL KORS FORTIS PUMA TENDENCE WEST END
10 U-BOAT FREDERIQUE CONSTANT TW STEEL SWISS FORCE TITAN GP
Top 10 by Store 2013
SaleRanking 2013
SaleRanking 2012
Status Brand
1 1 CASIO
2 2 SEIKO
3 3 Q-Time
4 4 CITIZEN
5 7 GUESS
6 6 GUY LAROCHE
7 5 ELLE
8 9 MIDO
9 8 TIMEX
10 10 SEIKO CLOCK
SaleRanking 2013
SaleRanking 2012
Status Brand
1 1 CASIO
2 2 SEIKO
3 3 CITIZEN
4 4 GUESS
5 7 MIDO
6 5 TIMEX
7 6 RHYTHM
8 ‐ TAG HEUER
9 10 DKNY
10 8 SEIKO CLOCK
-Thapra-Ramkamhang
Top 10 by Store 2013
SaleRanking 2013
SaleRanking 2012
Status Brand
1 1 CASIO
2 2 TAG HEUER
3 3 SEIKO
4 5 GUESS
5 4 CITIZEN
6 9 ORIS
7 6 MIDO
8 8 Q-Time
9 10 RADO
10 9 TIMEX
SaleRanking 2013
SaleRanking 2012
Status Brand
1 3 GUCCI
2 4 CASIO
3 2 SEIKO
4 1 TAG HEUER
5 5 MIDO
6 8 CITIZEN
7 7 RADO
8 9 LONGINES
9 6 ORIS
10 10 GUESS
-Bangkae-Ngamwongwan
Top 10 by Store 2013
SaleRanking 2013
SaleRanking 2012
Status Brand
1 1 TAG HEUER
2 2 CASIO
3 3 SEIKO
4 5 CITIZEN
5 10 RADO
6 7 GUCCI
7 4 TIMEX
8 6 Q-Time
9 8 GUESS
10 13 ORIS
SaleRanking 2013
SaleRanking 2012
Status Brand
1 2 CASIO
2 1 SEIKO
3 5 GUESS
4 3 CITIZEN
5 4 TAG HEUER
6 7 RADO
7 6 Q-Time
8 9 TIMEX
9 11 MIDO
10 12 SEIKO CLOCK
-Korat-Bangkapi
Top 10 by Store 2013
SaleRanking 2013
SaleRanking 2012
Status Brand
1 1 TAG HEUER
2 2 CASIO
3 5 Q-Time
4 3 SEIKO
5 9 MAURICE LACROIX
6 6 GUCCI
7 8 ISSEY MIYAKE
8 10 GUESS
9 12 CHARRIOL
10 15 CITIZEN
SaleRanking 2013
SaleRanking 2012
Status Brand
1 1 TAG HEUER
2 2 LONGINES
3 9 CASIO
4 3 GRAND SEIKO
5 4 GUCCI
6 11 ISSEY MIYAKE
7 6 BREITLING
8 10 RADO
9 5 ORIS
10 8 SEIKO
-Paragon-Emporium
2STRATEGIC PLAN 2014
GPBUDGET FOR “WG” CAMPAIGNROAD SHOW PROMOTIONEXCLUSIVE EVENTPARTNERSHIP MARKETING
2.2 REQUEST BUDGET FOR “WG” CAMPAIGN
OBJECTIVE
TO ENHANCE BRAND IDENTITY “WATCH GALLERIA” WITHALL BRANDS
TO ESTABLISH AND DRIVE “BRAND CONNECTION” WITH
CUSTOMERS AMONG COLLABORATION TOGETHER
TO LEVERAGE SALES TOGETHER
BRAND IDENTITYSTRENGTHEN BRAND IMAGE
BRAND CONSISTENCY
UNIQUENESS
INTANGIBLE ASSET
BUILDBRAND
IDENTITY
BRAND IDENTITY“DEPARTMENT NAME”“DEPARTMENT LOGO”
CORE PRODUCT“WATCH”
TREND GATHERINGSTREND INSPIRATION+
BRAND IDENTITY
BRAND IDENTITY
GATHERWorld famous watch brands
DISCOVERStart watch trends from Basel
INSPIREIn various watch styles matching your character
VARIETYDESIGN
TRENDS
STYLES
BRAND EXPRESSION
Brand Visualization & Communication
BRANDENGAGEMENT
BRAND EXPERIENCE
Connecting brand with consumers
Emotionally attached brand with consumers
VISUALS POP-UPSTORENEWSPAPER
1 2 3
STRATEGY
TREND – CONSUMER - WATCH
SOCIAL STATUS
FUNCTIONAL
watch definitionWHO WE ARE
differentiationTO BE UNIQUE
OBJECTIVE
watch communication – LUXURY BRANDS
LUXE
watch communication – INNOVATION HI END
watch communication – SPORT CASUAL
watch communication – FASHION BRANDS
watch communication – SIMPLIFY BRANDS
watch communication – 5 CHARACTERS
LUXE
WATCH GALLERIA PERFORMANCE 2013GRAND OPENING AT SIAM PARAGON : 5 ‐13 AUGUST 2013
“Watch Galleria is the magical world of watches full-fledged with the most famous collections from around the world top watch brands. They are united in the same land of wonders wherever of your steps would perfectly discover the touchable variety of values; innovation, performance, modernity and state of the art of timepieces in accordant to the today lifestyle”
WATCH GALLERIA PERFORMANCE 2013GRAND OPENING AT SIAM PARAGON : 5 ‐13 AUGUST 2013
LUXE
Pop Up Store Presenting 5 Character
Many said watches are more than timekeepers. That is the beginning of luxury watches with the main aspects of beauty and timekeeping functions. Luxe would present these kinds of creations to be discovered.
MODERN
Pop Up Store Presenting 5 Character
Modern is necessary for today to present the individual. For the watches, they are focusing on creativity, innovation, material and functional ability for today modern life.
SIMPLIFYPop Up Store Presenting 5 Character
The long lasting character of watches is minimal and simple. These watches designed to be a real companion who can go along with you to all events or activities of life, meanwhile they act in accordant to the modern lifestyle with never out of date.
Pop Up Store ADVENTURE
High‐performance and precision, bold and functional are the elements of adventured watches and are the requirement of all adventures. These watches would implement all challenging roles or activities for today use.
Pop Up Store FUNThe best gift for life is fun. With fun watches, they exclusively and specially design for making joyousness and the colorful life of people. Watches with the perfect combination between creative idea and incredible gimmick are truly a fun for life.
GRAND OPENING AT SIAM PARAGON : 5 ‐13 AUGUST 2013
Pop Up Store CLIPPING NEWS
NEWSPAPERGATHER – PRODUCTS
DISCOVER – TREND UPDATE
INSPIRED – CHARACTER ENDORSEMENT
Page Promotion : Newspaper WG
July 2014
PR(2014)
Promotion News
July & December 2014
MINI EVENT
December 2014
COMMUNICATION
April 2014
REQUEST RENTAL BUDGET 2014 @ THE MALL
• WATCH GALLERIA @ BANGKAE : 6 -19 FEB 2014• THE MALL SUMMER WATCH : 24 APR – 7 MAY 2014• WATCH GALLERIA @ THAPRA +BANGKAE : 26 JUN – 9 JUL 2014• WATCH GALLERIA @ THAPRA : 3-15 OCT 2014•THE MALL KORAT WATCH FAIR : 30 OCT-12 NOV 2014• BWW NO. 14 @ BANGKAPI & BANGKAE : 27 NOV – 10 DEC 2014
REQUEST RENTAL BUDGET 2014 @ PARAGON
• PARAGON WATCH DESTINATION : 21 APR – 1 MAY 2014• SIAM PARAGON WORLD WATCH & JEWELRY 2014 : 31 JUL – 18 AUG 2014• WATCH GALLERIA @ PARAGON : OCT 2014• WATCH GALLERIA @ PARAGON : NOV 2014
2.3. ROADSHOW PROMOTION
ROAD SHOW PROMOTION Concept: • Road show with concept by create gimmick for each branch • Sale with Top up promotion as annual event for each branch
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
THE MALLWATCH GALLERIA
M5,6,10
THE MALLWATCH GALLERIA
M10 THE MALLSUMMER WATCH
FESTIVALM8
THE MALLWATCH GALLERIA
M5,7THE MALL
WATCH GALLERIAMOTHER DAY M8 THE MALL
WATCH GALLERIAM6,8
THE MALLBANGKOK WORLD WATCH
M8,7THE MALL
WATCH GALLERIAM6,7
ROAD SHOW THE MALL 2014
THE MALLWATCH GALLERIA
M7THE MALL
WATCH GALLERIAM8
THE MALLWATCH GALLERIA
M3,8
THE MALLWATCH GALLERIA
M3THE MALLKORAT WATCH
FAIR M10
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
PARAGON PRECIOUSGIFT OF LOVE
ROAD SHOW EMP , SPR 2014
PARAGON WATCHDESTINATION
SIAM PARAGONWORLD WATCH&JEWELRY
PARAGON THEPRECIOUS TIME
WATCH GALLERIA@PARAGON
WATCH GALLERIA@EMP
PARAGON THEPRECIOUS TIME
BUDGET : PREPARE RENTAL BUDGETSIAMPARAGON WORLD WATCH & JEWELRY 2014
EXAMPLE CONCEPT
SHOP &
ROAD SHOW
48
Seiko ExhibitionFashion Hall,
The Mall Bangkapi
Citizen ExhibitionFashion Hall,
The Mall Bangkapi
BOVET & MAURICE LACROIX EXHIBITION
2.4 EXCLUSIVE EVENT
CITIZENExclusive Event @ The Mall BangkapiThe Mall Summer Watch Festival 2013 : Fashion Hall
On 26 April 2013
On 22 May 2013@ SIAM PARAGON
Digital SHOP IN SHOP Opening Event
GUCCIHALL OF MIRRORS, Paragon
@ Siam Paragon: Fashion Gallery 1
RED DOT DESIGN AWARD
17 – 27 June 2013
On 20 – 24 June 2013
SIAM PARAGON
HALL OF FAME
Grand Opening new “SHOP IN SHOP”On 18 July 2013
Mido Snack Bar 24‐30 July 2013
• Decoration at resting area in Watch Division
• 26‐28 July have Mido pretty serves French snack for Siam Paragon customer around resting area
“STAND ON YOUR STYLE” @ Siam Paragon 3 August 2013
Focus ONE TO ONE marketing and
Partnership Marketing with M card & M Globe
2.5 PARTNERSHIP MARKETING
Exclusive Premium byDKSH
TROCADERO GROUP MAGIC POINTเงื่อนไขการรับ Magic Point ยอดซื้อทุกๆ 2 บาท ไดรับ 1 Point (Oris, Gucci, Orient, Issey Miyake)
ยอดซื้อทุกๆ 5 บาท ไดรับ 1 Point ( Grand Seiko, WCN Box)
ยอดซื้อทุกๆ 10 บาท ไดรับ 1 Point (สินคาลดราคาพิเศษ)
1.Magic Point 2,500 point 2.Magic Point 6,000 point 3.Magic Point 11,000 point4.Magic Point 30,000 point 5.Magic Point 60,000 point 6.Magic Point 80,000 point 7.Magic Point 140,000 point 8.Magic Point 220,000 point 9.Magic Point 500,000 point
Siam Paragon Watch Expo 2013Special deal: when purchase 2 pieces of AEL
get CHARRIOL Ring (only 10 items) (12,000 THB)
Special Promotion for (Exclusive discount 30% – 35%)
4 Nov – 31Dec 13
27 Nov – 31Dec 13
PROMOTION BY TIMEDECO
นาฬิกาไททันรวมฉลองความยิ่งใหญกับงาน siamParagon Watch Expo 2013
ดวยการมอบนาฬิกา Automatic รุน
9367KM01 มูลคา 15,000 บาท ฟรี!
เพียงซื้อนาฬิกาไททันในงาน รับคูปองลุนโชคไดทันที
มีสิทธิ์ 1 เรือน : 1 ใบ ยิ่งซื้อมากยิ่งมีสทิธิ์มาก”
EXCLUSIVE PROMOTION By TITAN
BANGKOK WORLD WATCH 13
Bangkok World Watch 2013Purchased above 5,000 THB Get Free! Alain Delon Necklace value 1,290 THB
(1 pcs.) For First 100 customers ONLY!
SPECIAL PROMOTION
** ลูกคาตดัชิ้นสวนคูปองจากนิตยสาร
SEVENTEEN หรอื นิตยสารสุดสัปดาห เพื่อรับสิทธสวนลดมูลคา 500 บาท สําหรับ
ซื้อนาฬิกา ODM และ ESPRIT(ราคาปกติ – 30%) ไดที่เคานเตอรนาฬิกา
แบรนดในเครอื (เดือนมถิุนายน – กันยายน 56)
พิเศษ สําหรับพนักงาน The Mall รวมฉลองเปดแผนก
ตารางโปรโมชั่น
23 – 24 ตุลาคม ที่ สยามพารากอน
4 - 5 พฤศจิกายน ที่ บางกะป
6 - 7 พฤศจิกายน ที่ เอ็มโพเรี่ยม
13 – 14 พฤศจิกายน ที่ งามวงศวาน
20 – 21 พฤศจิกายน ที่ บางแค
27 – 28 พฤศจิกายน ที่ รามคําแหง
11 – 12 ธันวาคม ที่ โคราช
หมายเหตุ :- โปรดแสดงบัตรพนักงาน / PC ทุกครั้ง
บัตรพนกังานสามารถใชเปนสวนลด 20% ได ในเวลาปกติ
ลดทนัที 40%สําหรับพนักงานและ PC เทานั้น(ยกเวนอะไหลพิเศษและตูไขลานนาฬิกา)ทั้งคาซอม เปลี่ยนถาน และสายนาฬิกา
SPECIAL PROMOTION
M Card TypePlatinum M Card:
Prestige M Card
Expatriate M Card:
M Card :
Premium selected customers by invitation only
Exclusive card for foreign residents
Our loyalty members with high active rate
New generation of the most popular loyalty card
10% discount + Point accumulation
5% discount + Point accumulation
5% discount + Point accumulation
Point accumulation
Core Benefits
StrategiesReceive M Point upon every purchase:
-Department store THB25 = 1 M Point-Home Fresh Mart/ Gourmet Market
THB25 = 1 M Point-Power Mall THB50 = 1 M Point
800 M Points are redeemable for THB100 M Cash Coupon
More special price or discounted price throughoutthe stores
Simply present M Card at over 100 allied partnersto be entitled to extra privileges or discount
Beyond expectation with exclusive prizes, rewards,privileges specially selected for valuable members
Member Profile
over 2.5 millionand growing
NOW
No of member
No of Member
Platinum M Card
Prestige M Card
Expatraite M Card
M Card
Platinum M Card17,000 cards
Prestige M Card500,000 cards
Expatriate M Card70,000 cards
M Card1,613,000 cards
Male33%
Female67%
Gender (Non Platinum)
1.40%
11.18%
31.94%
24.02%
8.60 %
14.36%
8.50%
Y 15-18
Y 19-24
Y 25-35
Y 36-45
Y 46-50
Y 51 up Not specified
Age (Non Platinum)
Single54.40%Married
32.55%
Other13.05%
Marital Status (Non Platinum)
Income
33.49%
14.56%
8.97%
5.44% 4.08%
5.53%
1.64% 2.15%
24.15%
(Non Platinum)
29.88%
8.94 %
13.60%
5.33%
12.39%
29.22 %
0.64 %
Profession (Non Platinum)
Member Usage
Active Rate
Section M Card Spending / Total Sales
Department 69%
HFM/Gourmet 68%
Power Mall 82%
Total 72%
M Card Spending
As of Sept 2012
Mailer Card and SMS
SMS• ภาษาอังกฤษ 160 ตัวอักษร
• ภาษาไทย 70 ตวัอักษร
• ภาษาอังกฤษ + ภาษาไทย
67 ตวัอักษร
คาใชจายในการสง SMS ขอความละ 0.50 บาท
Mailer Card•รายละเอียดใน mailer card ตองมีสิทธิพิเศษใหกับลูกคา M Card ของแผนก Watch Galleria
คาใชจายในการสง Mailer Card ชุดละ 4.75 บาท(คาดําเนินการ 3 บาท + คาอากร
แสตมป 1.75 บาท)
Call Center
Interactive & professional :- M Card privilege providing- M Card customer service- M Point checking
02-789-5555
M Card Contact Channels
M Card Contact Channels
www.mcardmall.com
Social Network
3
RENOVATE PLAN 2014
Major RenovateBANGKAE = Q2EMPORIUM = Q4
Minor RenovateMALL NGAMWONGWAN = APRIL 2014
PRUNING BRAND EVERY BRANCH
RENOVATE PLAN2014
Emporium Lay Out
Emporium New concept & New design
Emporium New concept & New design
Emporium New concept & New design
Emporium New concept & New design
Emporium Exclusive Exhibition at void & link to walk wayIn front department store
ZONE LUXURY
ZONE MID LUXURY & TRENDZONE POP UP & INSPIRE
Grand Seiko
ZONE LUXURY PEN & WATCH BOX
Request Pop up Space for
WATCH GALLERIAExhibition
POP UP SCHEDULE 2014 ‐ 2015
www.themegallery.com
Nov : BOVETDec : CORUMJan : MLFeb : TAG HeuerMar : LEICA
Emporium New concept & New design
RENOVATE BANGKAE PLAN
Timeline June-July 2014
Bangkae
4
ADVERTISING 2014
Watch Galleria (Basel report)
Mar - May 2014Jul - Sep 2014Nov - Dec 2014RATE ADVERTISE : 60,000/pageBack Cover : 70,000 Only Issue 1
E&P MagazineIssue : FEB
MAY AUG NOV
Advertorial Page: 40,000/page
ADVERTISING
ครั้งที่ 1 TBC (5 days)JULY 2 - 6,2014 (5 days)OCT 1 - 5,2014 (5 days)
Hall 5-8 Impact Muang TongTani
5 วันเทานั้นพุธ-พฤหัส-ศุกร 11.00-22.00 น.
เสาร-อาทิตย 10.30-22.00 น.
RENTAL
How to achieve our sale target & Request from department store
คาเชา 38,400 บาท ( ex vat )สิ่งที่ Supplier จะไดรับคือกระแสไฟฟาตามมาตรฐาน-ไฟ 5 แอมป + แสงสวาง 100 วัตต
กรณีใชไฟมากกวามาตรฐานที่กําหนด ( ex vat )เพิ่มกําลงัแสงสวาง100วัตต(100วัตต=1ชุด) ชุดละ 250บาท
ELECTRIC
แจงชา ชุดละ 360บาท
เพิ่มกําลงัไฟ15แอมป Single Phase ชุดละ 5,950บาท
แจงชา ชุดละ 8,500บาท
Ordinary ProblemProduct and staff must be ready before 10.00 am. [Opening Hour]
Especially for Road Show Promotion eg. Pendulum , Macrorich Metro
Please provide staff when permanent staff has day off
Product stock should be monitor 1 time per month at least
Furniture for Road show must be proper in nice looking
THANK YOUFor Your Attention…