Uniqlo

Why Uniqlo fail in US market?

Uniqlo’s brand message a clear vision: “Uniqlo is a modern Japanese

company that inspires the world to dress casual”. The corporate strategy
that has worked for Uniqlo so far is to “totally ignore fashion” instead of
chasing fast-fashion trends like its other competitors.

SWOT Analysis

Strengths Weakness

- Innovative fabric - Lake of exclusive

technology campaign online
- Lack of advertising in
- Product diversification the US
- Designed for Asian
- High-end Quality at low
conditions lacked global
cost
adaptability Differentiation and strategic
Threats Opportunities orientation
- Not willing to change its
- International enterprise
clothes size for US market. Both H&M and Zara come on Online
- Intensive competition - Variety of consumers shopping earlier neither Uniqlo. That
(Zara, H&M)
make H&M and Zara become popular
- Low in market - High exposures
share
in the online market. Also, minimalism
is a kind of popular culture in Japan,
that makes the design of Uniqlo is
Uniqlo simple, and the stores had no flash
decoration. But Zara and H&M both
follow the latest fashion trends.
 What brand do you think is the most common on the street in US?

Do you think Uniqlo matches US people's style?

Brand Focus
The Japanese brand is famous for creating the
ultimate everyday clothes. People shop there to
find great essential pieces as well as a fine
selection of minimalist clothing. It is also a go-to
for cheap techwear clothing.

Conclusion & Recommendation

Uniqlo have a mission that provide casual clothes for all
kinds of people. But mostly US people follows the lasted
fashion trends. Therefore, people might focus more on
Zara or H&M. I recommend that Uniqlo should provide
more design and more sizes so that it fits more on
western body structure.
 How BT21, the collaboration
between BTS X Line Friends,
became popular in a short
period of time?

MAK
E BTS
What is BT21?
BT21 is the first project of Line Friends Creators.
Korean boy band
7 members
+
Formed in Seoul in 2013 LINE
It is a collaborative project between Line Friends FRIENDS
and BTS launch in 2017. It’s a simply creating Global character brand
Stickers for the leading
avatars of the physical appearance of artists.
mobile messenger
BT21 consists of 8 different characters created application LINE
by BTS members, where all of them actively
participated in the whole process from drawing
sketches to many details in each characters.

Why BTS?
BTS shows the connection in terms of the global character
brand that relates to the project vision which is Global,
Millennials, and Trending.
BTS has high popularity and strong influence in the world, and
also be a great storytellers of our time who can share the story
of development in IP.
BTS  has a LOVE MYSELF campaign with Unicef.
UN ‘Speak Yourself’ speech.
BTS has mobilized millions of fans across the world (named
ARMY). 
Topped prominent music charts
Sold out worldwide tours including stadiums
Numerous honorable awards like the Billboard Music Awards
and American Music Awards.

BT21 COLLABORATION
Global fan-base TARGET
Ordinary people CUSTOMER

Global
Millennials
Trending
VISION

To make products and apparel

that anybody, not just BTS' fan GOAL
ARMY, will appreciate.
 STRENGTH
Characters identity
Have many features in camera
affects on Line and Facebook
Have many products that suit
with people daily life
Famous boyband creates and
design the characters
WEAKNESS
Most of the customer will
be the fans of BTS
High prices
Quick sold out products
Not enough spares
DIFFERENTIATION
All seven members of BTS participated in the entire process in creating
individualized characters, rather than just using the artist's name.
Each character will relate to them individually and people may easily
recognize them as well. (7 characters refer to BTS members and

SWOT another 1 will represents as fan-club )

OPPORTUNITY BT21
Various collaborations with
numerous companies
Create new generation of
the characters
Make the mobile games
STRAGIES
THREATS
Not many stores in foreign
They filmed process video when all BTS members have
countries except US, done their design, meaning of each characters, and create
Korea, Japan, Hong
Kong and Taiwan. the names.
They released teasers video on social media to get the
attraction of people before selling the actual products.
For the first day of launched, they had the limited amount of
bag in fixes price of each characters with the limited items
inside the bags for increasing the sales.

MARKETING SURVEY
1 2

According to the survey, there are 41 responses from MUIDS, Matthayom Watnairong school, and
Twitter.

For the first graph, the question was "How did you know this brand?". 64.9% said that they knew this
brand because of BTS. This shown that BTS was success for making this collaboration get more
well-known in a group of fans and ordinary people, and make it easy to recognize the brand.

For the second graph, this is the question for people who bought BT21 products before. The
question asked, "What makes you bought BT21 products?". In this graph, BTS and characters
identity had the same number so this shown that BTS can make the character famed and get into
the target audience, and character identity also had the influence to make customers decided to
purchase the products as well.

Brand Focus
For the brand focus, the name of BT21 come from BTS and 21th Century which
was our century. And, this name make people can remember and it also works
for the internationally as well. Because it's easy to read and pronounce for the
international people.
They also have the specific package and design for each characters
separately. The color of the products will associated with the color of the
characters to make it to be memorable.

CONCLUSION
In brief, BT21 is the first project between BTS and LINE FRIENDS. There are 8
characters that are the representatives of each member in BTS. They get
popular in a short period of time because BTS was created and designed the
character. This is the main selling point of this brand. Their goal is to get into
every age range of people so they decided to do many things such as games,
stationary, skin care, cosmetics, daily products and etc. For getting into a fan-
club group and others people. They also have many collaborations with the
famous brands such as Anti Social Social Club, Converse, Casetify, and etc.
And, all those collaborations make people had a better-known BT21 in a short
period of time.
 Why fila sneakers have high
heels?
Introduction
Background info.
Fila is an Italian sporting goods
brand and company. The brand
and company was sold in 2003
to Cerberus Capital Management,
an U.S.A. based hedge fund. In
2007, the international brand and
company was sold to the
independent Fila Korea, which
owned the license to sell Fila
products in Korea.
Competitors : Adidas, Nike, Converse, etc.
Fila Disruptor is the most popular sneaker
in Fila
Target
People between 18-35 Years including
athletes, fashion conscious people.
Marketing Analysis
SWOT
Strength
-The brand has very popular sports brand ambassadors
which has promoted their brand very well
-Fila’s has a very successful brand image due its
motivational designs
-They have a very good name for its brand logo as its
full of colors and easily identifiable
-The brand has over 100 stores all over the world
Weakness
-Fila has tremendous competition from sports apparel
brand globally meaning smaller market share
-Lack of products in the women segment as compared to
mens 
-Distribution channels not as established as the global
sports apparel leaders
Opportunity
-Fila will be the first brand to inculcate a casual culture into
a brand experience
-The lines of expanding into casual clothing and sports
equipment
Threats
-The new changing trends could replace the existing
product range quickly
-Switching cost is very low in this Industry, so regular
innovation and adapting to changes in sports industry is
quint-essential
-High competition for Fila means limited market share
growth-The industry is dominated by a few big players,
hence difficult to overcome customer perception can be
issue
 MARKETING SURVEY

BRAND FOCUS
Brand's personality
People who buy fila would be sports person, people
who like to wear sneakers with high fashion and people
who want to increase height.
Brand identity
From the survey, Most people in 75% know the brand of Fila has a good design chunky trainers
sneakers that have heels is Fila. They say yes 80% to with the zig-zag platform sole and F
increase height by a sneakers with high heels. At last, most logo on the tongue
of people also think that sneakers with high heels would be
more fashion. It means that Fila is popular in sneakers with
Brand equity
high heels. Fila has blue, red and white color in a
logo and fila has some campaign with
Conclusion & Recommendation pepsi which is brand that has same color
of logo
According to a survey, some of people
not agree about high heels then Fila
should do sneakers that tall people can
wear with no high heels such as adidas
and nike brand. To assume more
customer this is a good idea.
First 1105
 Kayla Bicknell 1103

HOW FENTY’S BRAND POSITIONING

GENERATED $100 MILLION IN ITS FIRST
40 DAYS?
Introduction
Fenty Beauty is a  cosmetics  brand created by pop
singer Rihanna. It was launched in September 2017. The
brand gained its popularity through its broad and diverse Pro
Filt'R  foundation, which launched up to 50 shades. Fenty
beauty was then named one of  Time  magazine's best
inventions of 2017. Fenty Beauty has shaken the makeup
industry to be aware of the foundation shade problem that
they have been ignoring for decades. Impacting brands like
Kylie Cosmetics and Marc Jacobs, to create more shades in
their foundations and concealers. The sales percentage in
year 2019, 60 % of consumers intending to purchase powder
products planned to specifically buy Fenty Beauty's Pro Filt’r
Instant Retouch Setting Powder 30% of customers intended
to purchase Fenty Beauty products for their general "face"
cosmetics

They advertised their brand through social media, which

many makeup brand are doing to reduce advertising fees.
The brand became known after it was announced that the
darker shade foundations of Fenty Beauty were running out.
Pop singer Rihanna  created  Fenty Beauty for the purpose
that “ women everywhere would be included,”
Rihanana

“Makeup is there for you to have fun with! "


SWOT Analysis
Marketing Survey
When you see Fenty beauty advertising
poster, what do you think of?
Over 44%, says that they portrays diverisity, 41% says natural
beauty. These are two main targets that creator Rihanna wanted
to bring to the brand, according from her promoting videos. She
launched over 40 shades of foundation and an ad campaign
featuring a diverse array of models. Large varieties of customers
could have a product that looked good on them , no matter what
skin they have. By doing this, Fenty Beauty is  grabbing  more
customers from all over, who are normally left out.
What do you think would be most important
in helping you decide what makeup to buy?
The popular choices was product price and packaging. Fenty
beauty is considered to me a luxurious brand beacuse of it's
envolvment with the LVMH. But the brand provides affordable
price in their makeup product ranging from 20$ - 39$ . Fenty
beauty put in  a lot  of effort in their  product  packaging. Their
shimmer sticks (highlighters) are magnetic made purposely to
help with organization. All of their packagings are designed to
look luxuries and clean, which they  successfully  achieved.
Fenty Beauty first released their product with clean packaging,
but later on developted an entire packaging range that was
inspired by graphic design language from street.
Kayla Bicknell 1103
Brand Focus
Social Media influence
Fenty Beauty gained more impressions than Kylie Cosmetics on
Instagram, Twitter, and YouTube in October 2017, and that the
former brought in $72 million in media value within a month.
LVMH
With Fenty Beauty being sold at Sephora (which is owned by luxury
conglomerate LVMH), Rihanna's empire has made a  reported  500
million euros (that's roughly $568,295,00) within its first year.
Selling in Sephora
With Fenty Beauty being sold at Sephora (which is owned by luxury
conglomerate LVMH), Rihanna's empire has made a  reported  500
million euros (that's roughly $568,295,00) within its first year.
Conclusion
How Fenty Beauty gained their $100 million so fast is through
customer research and the promotion of diversity. They
understood who they are selling their products to and focused on
the customer who are normally left out from choosing products
that suited their skin. Not only did Fenty Beauty provides large
product choices, but everything they produce have good quality in
medium price range. But I think that they should promote their
advertisment through more platforms than just social media. This
is because with social media it can bring alot criticism.
If there were any mistakes in their advertisements, I would be hard
to control the news. But other than that I think that Fenty Beauty
is on the right track in becoming an international brand.
Why Nintendo becomefamouse in gaming industry?

INTRODUCTION COMPANY COMPETITOR

Nintendo first founded in 1889 by Fusajiro. At Sony Microsoft
first, the company produced card but in the Blizzard ElectronicArts
1970s, Nintendo develop into video-game Zynga CCP Games
company. Until now, it ultimately became Pioneer LG
one of the most influential in the industry
and one of Japan's most-valuable companies
with a market value of over $37 billion.

COMPANY STRATEGIES TARGET MARKET

Nintendo follow their innovative business Nintendo has specifically
strategies. First, the company position itself said that they are trying to
completely different from its competitors and target people who used to
questioned how people actually want to play. be games (lapsed gamers,
Second, the company target a market gap of former gamers, people who
gamers and full fill those gaps by convince the stopped playing).
non-gamer such as adults through their
commercial.

BRAND COMPETITIVE ANALYSIS

Nintendo has two main competitors, Sony and Microsoft. Company analysed
the strategies of these two companies to determine their strengths and
weaknesses. Firstly, Sony had a variety of game genres for example,
PlayStation4 which offer gamers more choices compared to Nintendo.
However Nintendo has lesser type of video-game but they still got well
known in most of their games. Secondly, Microsoft strength is the
organisation had varieties of products which include software and hardware
services. In contrast, Nintendo only focus on gaming industry.
COMPANY FOCUS
Company focus on mobile games, the Switch is an easier jump for their engineers
to develop since it's similar to mobile, which they already excel in. Out of every
game console, the company focusing most on Nintendo switch which made the
highest profit throughout the years 2019.

MARKET ANALYSIS
According to the research, Almost
every people know Nintendo company.
Those people who prefer Nintendo
said it was capable for traveling and
interesting. In contrast, people who
decide to choose other company said
the design only for kids and those
other companies have more variety of
games. In Thailand, people prefer
Sony two times more than Nintendo
however, Nintendo still got well
known in gaming industries. In
addition, the last is Microsoft which
not get into customers.

TARGET MARKET
Strength Weakness
Established brand gives a High dependence on few gaming
competitive advantage titles.
Brand reputation and recognition  Brand hasn't established itself in
Unique and innovative product the emerging economies
Affordable gaming for every people Lack of copy rights

Opportunity
Offer a downloadable paid add-on
content and digital distribution of
packaged software
Expanding demographics of gaming
consumers
Technological innovations set to
improve gaming experience
Threats
The growing trend of mobile and
online game
Changing Industry Environment
Lack of diversification outside the
video game design field
 FUTURE
OF
WHERE
COULD
TREND
COME
BOBA
TEA
FROM?
Trends don't just pop up
from know where and
become trendy. There
SOURCES
Similar products
are sources such as ice cream
influence from products diary
of similar kind, problems Health crisis in
solving, and social Thailand
influencers. over weight

INTRODUCTION
Boba tea is one of the most popular product among teenagers and
adults. We can see so many types of bubble tea in the market. There
Boba tea is the same thing as
bubble tea or Cha-Nom-Kai-
Mook in Thai. It is just a
translation. ;)
are new types of boba tea consistently become trends. Where are
those trends from? For example, the boba tea itself become a trend
after a tea shop in Taiwan started selling it. Now, boba tea is already
popular among Asian countries. The next question is what would be
the next trends of boba tea in Thailand? In this report, you will see 2
anticipations for the future trends: new flavour, caramel, and new
style, healthy boba tea.
 ANTICIPATIONS
FROM MY OBSERVATION, ONE SUCCESSFUL INGREDIENT IN A
MENU WILL QUICKLY BE INTRODUCED INTO ANOTHER MENU. WE
SIMILAR
CAN SEE THE EXAMPLE IN CHARCOAL AND SLATED EGGS. NOW,
FOR THE BOBA TEA, WHAT WOULD BE INTRODUCED TO ITS
PRODUCTS INDUCTRY? THERE IS ONE INGREDIENT THAT HAS BEEN
SUCCESSFUL IN THE SIMILAR TYPE OF PRODUCT: CARAMEL ICE
CREAM

CARAMEL IS A FLAVOUR IN MANY FAMOUS BRANDS' LIST: BEN AND

JERRY'S, BASKIN ROBBINS, AND HAAGEN-DAZS. JUST LAST YEAR
THAT NESTLE PRODUCED CARAMEL ICE CREAM AND IT BECAME
POPULAR ONCE AGAIN. IF WE OBSERVE MANY PRODUCTS IN THE
MARKET, WE CAN SEE THAT MANY CHARCOAL AND SALTED EGGS
WERE 2 EXAMPLES OF INGREDIENTS THAT SPREADED FROM ONE
TYPE OF PRODUCT TO OTHERS: PANCAKES, ICE CREAM, CHIPS,
ETC.

I CONDUCT A SURVEY AND FOUND OUT THAT 77.3% OF THE

PARTICIPANTS WHO KNOW CARAMEL ICE CREAM WERE ALSO
PROSPECT CUSTOMERS FOR CARAMEL BOBA TEA AS WELL
HEALTH ISSUE

OTHER THAN NEW FLAVOUR, THERE MIGHT ALSO BE NEW STYLE OF BOBA TEA AS WELL...

ANOTHER POSSIBLE TREND IS FROM WORLD CURRENT PROBLEM.

NOWADAYS, MORE PEOPLE ARE CONCERNED ABOUT HEALTH. A
RESEARCH FOUND OUT THAT FOUND OUT THAT THAI PEOPLE
EXERCISE MORE, FROM 3.2 HRS/WEEK TO 4.2 HRS/WEEK. ALSO,
FROM MY SURVEY, 53% OF THE PARTICIPANTS ARE CONCERNED
ABOUT NUTRIENTS AND HEALTH WHEN THINGS FOR
CONSUMPTION. RATIONALLY, IT IS HIGHLY POSSIBLE THAT IN THE
NEAR FUTURE BOBA TEA WOULD BECOME BETTER FOR HEALTH.

HOW IS THE "BETTER FOR HEALTH" IS? THERE IS AN

ALTERNATIVE FOR PEOPLE WHO LIKE CHEWY DRINKS: KONJAC.
WE KONW KONJAC IN THE NAME OF "CRYSTAL PEARL" OR
"BROWN SUGAR JELLY"; THEY ARE THE SAME THING. AFTER THE
PARTICIPANTS IN THE SURVEY WERE INFORMED THAT KONJAC
HAS LESS CALORIES THAN BUBBLE, THERE WERE 7% MORE (47%
IN TOTAL) PEOPLE WHO SAID THAT THEY WOULD CHOOSE
KONJAC INSTEAD OF BUBBLE.

FROM THE RESEARCHES AND SURVEYS, I FOUND OUT THAT PEOPLE ARE LIKELY TO TRY BOBA TEA
IF ITS FLAVOUR IS SIMILAR TO ALREADY EXISTED PRODUCT(ICE CREAM IN THIS CASE). ALSO,
PEOPLE ARE MORE AWARE OF HEALTH PROBLEM, SO THEY WILL BE MORE INTERESTED IN
HEALTHY BOBA TEA AS TIME GOES BY. TO CONCLUDE, THEY PROSPECT TREND OF BOBA TEA IN
THE NEAR FUTURE ARE: 1. NEW FLAVOUR - CARAMEL, AND 2. NEW STYLE - HEALTHY KONJAC.
 YANIN GASEMSIN (NAMTIP)

WHY IS SIAM PIWAT GROUP THE MOST

RECOGNIZED DEPARTMENT STORE
GROUP IN THAILAND?
Background and Introduction Market Analysis
Siam Piwat was created for the first time in 1959 as
Competitors
Bangkok Intercontinental Co. Ltd to manage the first

five stars international hotel in Thailand: Bangkok

Intercontinental Hotel. At that time, the government

highly supported the traveling industry, so the hotel

became successful and popular.

In 2002, the company created its first department

store which later became Siam Paragon, and at that

time, the company changed its name to Siam Piwat

Group.

From the research, Siam Piwat won the highest

numbers of awards in Thailand, in the category of

ICSC, brand of the year, Energy award, outstanding

store design, etc. Moreover, Siam Paragon is also

the most popular departmen store in Thailand, and

other stores are also among top 5 of the most

popular department stores in Thailand according to Differentiation Strategy

the research based on 2017 data. This report will

Design
discuss the strategy and analysis of Siam Piwat

which makes its department stores the most popular World Retail Awards - Store Design of the Year: Siam Discovery

stores in Thailand. - The Exploratorium

VIVA Awards Winner for Design and Developmentby

International Council of Shopping Centers (ICSC)

VIVA (Vision-Innovation-Value-Achievement) Award Honoree

for Design & Developmentby International Council of Shopping

Centers (ICSC)

etc

Not only marketing, facilities and location advantages of Siam

Piwat’s department stores, its developed design in Siam

discovery had won the

world class award of store design This indicates the progressive

perspective of

Siam Piwat’s Group: not being only better in terms of

fundamental factors of department

stores, but also taking the stores to another level with high-end

designs.

Location
Customers’ experience
Best In-store Customer Experience Initiative – physical

experience is important, while at the same time, mental

experience and the atmosphere in particular places also

aids and benefits the stores in terms of customers

attraction.

Based on the students I interviewed, they said that Siam

Paragon, Siam Discovery, and Siam Center gives the

atmosphere of luxury and comfortable while other

department stores like the Mall, which focus on a different

target group, serves the image of less luxury and a bit

suburban. Therefore, although problems about

Siam Paragon, Siam Center, and Siam Discovery all have
transportation and location are considered, the students
the advantage of the location. The department stores are
prefer Siam more because of its atmosphere.
easily accessed with public transportation in Thailand,

including BTS, MRT, bus, Taxis, etc. Specifically, Siam also

provide some services of free shuttle bus.

Siam is also near many sports facilities which is The

national stadium, and it is also near Chulalongkorn

University. Both places are the main places that provide

the major customers for the department stores.

 YANIN GASEMSIN (NAMTIP)

Marketing Survey
What aspects of Siam Piwat's department stores make you
If we talk about department stores in Thailand, what is the like them better than others?
first department store that comes to your mind?
The Mall
2.2%
As this question is a free response, there were various

answers. Mainly, the participators said that the atmosphere,

class, stores, and the location were the main factors that

make Siam Piwat group better than others.

Central
32.6%

Siam Paragon
60.9%

Brand Focus

Main aspects that the customers receive from Siam

What department stores do you go the most often?
Piwat group in advance to its fundamental functions

Siam Paragon are the atmosphere and the class of the department

Icon Siam stores.

Emquartier

Central Siam Piwat is viewed as a high class and high end

MBK department store that is still easily accessed by

The Mall customers including all age groups.

Tesco Lotus

Future Park Therefore, brand association for Siam Piwat group

0 10 20 30 40
include variety of stores, high class, convenient in

some particular ways, easy to access, essential and

How much do you like Siam Piwat's department stores?
have products according to customers' need, and
25
also, have a better appearance than other
20
competitors.
15
10
5 As mentioned, all the functions: location, design, and
0
5 4 3 2 1 customer experience help the brand to be able to

Which of these are Siam Piwat's department stores? compete with its competitor effectively.

In my survey, I put some pictures of various department stores

and let the survey takers choose the pictures that belong to

Siam Piwat group, and about 90% of all survey participators

were able to identify them. However, some mistook Siam

Piwat group and The Mall Group.

Conclusion

What do you think is Siam Piwat's department stores' strength?

In summary, from all the researches and surveys, we

can conclude that the aspects and reasons behind

Atmosphere
20.7% Siam Piwat Group's department  stores success in the
Location and Transportation
recognition from customers include the design,
30.6%
customers' experience, convenience, and also,

variety of stores included.

In the future, what they can develop and improve

Brand
11.7% include environmental friendly aspects in their

department stores as this particular trend is

becoming more recognized.

Facility
16.2%
Variety of Stores
20.7%
HOW DID THE MOVIE- FORREST GUMP INCREASED
BRAND RECOGNITION BY USING TIE-IN?
- Released on June 23, 1994
- About a man named Forrest Gump, whom was
born with low I.Q.
- He was treated poorly by the society, but he
always had his mother next to him where she
raised him up as a good man.
- He did a variety of things, being a football player,
gone to the army, ran a business, ran around the
country, etc.
- What he did inspired many people both in and out
of the movie, which made audience to feel attached
to the characters.
- Numerous of products were advertised , two main
NIKE CORTEZ impactful product were Nike Cortez and Bubba
Gump Shrimp co.
- First tracking shoe created by
Nike BUBBA GUMP SHRIMP CO.
-Released in 1972 before the
Olympics- grab many attention - Branches (40 locations across the globe)
and costumer of restaurants were opened after the movie.
- The place are designed baed on Forrest
Gump where they even sell the famous
MARKETING ANALYSIS shrimps.

Usually in movies, advertisement, and tv show consist
of products advertised. Audience would get frustrated
when there are product being directly advertised
meanwhile, sponsors would be unsatisfied when their
product don't have plenty of screen time. To balance
the satisfactory of both costumer, there is a thing
called Tie-in
THREE MAIN TYPES OF TIE-IN
1) Product Placement, 2) Product Movement &
3) Product Experiences
1) When product are placed in the sets, the most
visible product are advertised.
2) When actors actually holds and use the
product, turning it into a prop.
3) When the product has a deep meaning
towards the actors- make audience to feel
attached to the product.

In Forrest Gump, both Bubba Gump Shrimp CO. and Nike Cortez used Product Experience. Both products
are meaningful towards Forrest and it a part of his life that never forgets as he is attached to it. Due to
this reasoning, audience got attached to the product as-well and they know how impactful these
products are to Forrest. This then raise the awareness to the audience that these product exist in this
world.
 Do you think that by watching the
SURVEY 33 RESPONSES movie, it makes you want to have these
products?
Have you ever noticed any NO
products/ ideas advertised in
Forrest Gump?

NO
What product/ ideas did
YES
you see in Forrest Gump?
BUBBA GUMP SHRIMP

YES
OTHERS
NIKE CORTEZ

DR.PEPPER

7-UP

Brand FOcus
The used of  Product Experience and Product Movement in Forrest Gump had impacted the
audience view and had gained lots of new costumer.
- Throughout the years, Forrest Gump received a total of 29 awards. This increased audiences
attention making more people to watch. When people watch them, they get to see Nike
Cortez being used by Forrest. During this, audiences gets attached to the product and now
would prefer to buy this product rather than others. This is called Brand Preferences.
- When audience feel attached to the product, it makes them to remember them . Based on
the survey, I asked what product did the audience remember seeing in Forrest Grump, 12 out
of 33 said Nike Cortez; which came first.
- In the movie, Forrest kept a promise to his friend that he will help him to do shrimping
business. Forrest did not forget about it and helped him out even when others did not agreed
with him. The act of Forrest gained attention from the audience,  in addition, in the survey
Bubba Gump Shrimp came in second. The movie inspired people to build a restaurant based
on it where it grab lots of audience attention.

CONCLUSION
In summary, I personally think that Production Experience is the best way to do TIe-In in a
movie. The reason for this is that  when audiences get to see how a certain product has an
impact on the character and how the character react with the product. It will show the
product in a different way. If the characters are attached to the product, it gives a meaning to
the audiences and it makes them wanting to have that product too. In a way, actors are like
influencing audiences to become new costumers and buy the product.
Does Glico still popular in Thailand?
Introduction What make Glico different and stratigic
of Glico brand?
Glico is a household name Glico have varieties of product and Glico create many
in  Japan  and its products are sold in product line as they want to focus on reaching different
over a dozen overseas markets. From groups of customer. Glico try to reach every age and
the company’s founding to the launch gender such as Teenie's target is children, Almond Fried's
of the iconic Pocky snack, explore the targetcis adult, and Pocky's target is for every age. The
near hundred year old history of product of Glico is easily reach as it is a localize product
Japan’s most famous confectionery. which the product price is not expensive. They want their
product to be suitable for everyone.
The Road to Pocky’s Expansion Into
the Global Market1970: Thai Glico Co.,
Ltd. establishedThe establishment of
Thai Glico Co., Ltd. was the first step in
Glico’s moving into the international
market. We established a production
structure on the ground in Thailand,
and from there were able to export
throughout southeast Asia.

S W
Expand into Thailand for Didn't expand into most
more than 40 years market and target.
Different types of ice- cannot expand container
cream(appearance, taste, in the shop as the space in
and packaging minimart is limit.
invest more on ice-cream the product didn't answer
ice-cream vending machine the demand so promotion
is unavailable.

O T
Ice- cream market have a Have many competitive
chance to rise as the Some competitors such as
demand is lower that Japan nestle is very strong
because population of Competitors have many
Japanese is more than promotion 
Thai.
Having partner would help
to get through more
market

Phetdao Pattanabandit (PLoy)

 Glico remain to beat competitor brand as the brand invested in Thailand for 4
decades or since 1970. To answer the question that is Glico still popular, the
survey is created to proved the question. ( Survey is answer by 107 people)
Do you know Glico Do you think Glico is still popular?
brand?

For 96.3%  know this brand which
can be predicted that it is still
famous and widely notice
Where can you find
product?
For 96.3% that say yes give and
opinion that it is still popular as it is
widely known and usually see in
famous store.
What product come first in your
mind for Glico brand?

For 92.5% said that they usually see The most fmaous product that is
this product in fomous minimart widly know and remembered by
such as 7-11. customer and people is "Pocky".

Brand Identity Conclusion

- logo of the brand
- red and white color
-easily price and place are to
reach 
To sum up, Glico brand is still well know by many people and it
is  widely  seen in famous minimart. Reading through the
history, the brand stay for a long time; As the brand have a
focus on all group of gender and age, the brand stay with the
customer since they were a kids and the interest in the
product change overtime. They still trust in the same brand
but change the product line as this brand have variety of
product. The brand is not only focus in every age and gender
to gain customer trust, but also does many types of
commercial to promote product.

Reference
https://www.brandbuffet.in.th/2018/01/key-success-factor-of-glico/
https://www.glico.com/th/about/history/
https://theculturetrip.com/asia/japan/articles/a-brief-history-of-glico-creator-of-pocky/

Phetdao Pattanabandit (PLoy)

 A BATHING APE
SINCE 1993

WHY PEOPLE CHOSE BAPE OER OTHER STREETBRANDS?

INTRODUCTION
HISTORY COMPETITORS
IS A JAPANESE BRAND THAT WAS FOUNDED IN HAVE MANY COMPETITORS
1993 BY A JAPANESE MAN CALLED TOMOAKI
NAGAO, ALSO KNOWN AS NIGO. NIGO ALSO
OPERATES HAIR SALON, COFFEE SHOP, AND
PICTURE GALLERIES TO PRESENT THE TRUESELF
OF HIM

MISSION TARGET AUDIENCE

TO CREATE RESTRICTED PRODUCTS AND THEIR OWN BAPE'S TARGET AUDIENCE IS EVERYONE, YOUNG OR
BRAND CULTURE AND TO EXPAND THEIR BRAND IN OLD, MALE OR FEMALE. THEIR STRATEGY IS TO MAKE
DIFFERENT AREAS AROUND THE WORLD CLOTHES FOR EVERYBODY TO WEAR WITHOUT ANY
CONSEQUENCES

MARKET ANALYSIS
BRAND COMPETITVE ANALYSIS SWOT
STRENGTHS: -GOOD REPUTATION OF HIGH STREET
NAME PRICE STYLE WHERE TO BUY
WIDE RANGE OF
QUALITY BRAND
BAPE MEDIUM APE HEAD -COLLABORATING WITH SUCCESSFUL BRANDS
SHOPS
WIDE RANGE OF WEAKNESSES: -NEWS OF THE BRAND ARE WRITTEN IN
CDG HIGH HEART
SHOPS JAPANESE
ONLY IN JAPAN -NOT REALLY INTERACTIVE WITH
SUPREME HIGH BOX LOGO
AND USA THEIR CUSTOMERS
UNDEFEATED LOW STRIPE LOGO
WIDE RANGE OF OPPORTUNITIES: -USE CELEBRITIES TO ADVERTISE THEIR
SHOPS BRANDS
-TO OPEN MORE SHOPS IN DIFFERENT LOCATION
THREATS: -THEIR COMPETITORS ARE STARTING TO MAKE
SUCCESSFUL COLLABORATIONS
-LOSING CUSTOMERS BECAUSE OF LITTLE
INTERACTION

DIFFERENTIATION AND STRATEGIC ORIENTATION

BAPE'S STRATEGY IS TO MAKE A UNIQUE BRAND CULTURE OF THEIR OWN TO LOOK AS
ORIGINAL AS POSSIBLE. THEY HAVE A SCARCITY STRATEGY TO MAINTAIN THEIR
SALES. HOWEVER, THEY ARE TRYING TO MAKE AS MUCH COLLABORATIONS AS
POSSIBLE TO MAKE THEIR BRAND IMAGE GO VIRAL AND POPULAR IN ALL OF PEOPLE'S
PERSPECTIVE,
 MARKETING SURVEY
QUESTIONNAIRES BAPE'S EQUITY IS REALLY GOOD BECAUSE IT HAS A GOOD DESIGN AND WHO BOUGHT
ONE OF THE BAPE PRODUCTS WILL BUY IT AGAIN BECAUSE OF THE BRAND LOYALTY.
THE PERSONALITY OF BAPE IS VERY DIFFERENT FROM OTHERS BECAUSE OF THE WAY
IS BAPE OVERPRICED?
HOW BRAND LOOKS, PEOPLE ARE BUYING BAPE BECAUSE OF THE BRAND IMAGE AND
THEIR EXCLUVSIVE PRODUCTS. IDENTITY OF BAPE IS USUALLY DIFFERENT KIND OF
ANIMAL FACES, A BIG APE HEAD LOGO, AND THEIR CAMO SIGNATURE IS ALSO VERY
NO
WELL KNOWN. BAPE HAS A POSITIVE BRAND ASSOCIATION BECAUSE THEIR
40% YES ATTITUDES TOWARD THEIR OWN BRAND IS GOOD AND HELP BUYERS TO REMEMBER
60% THEIR UNIQUE QUALITIES.

DOES BAPE HAVE AN INTERESTING

BRAND FOCUS
BAPE STRATEGIES IS TO MAKE A BOLD BRAND IMAGE FOR THEM SELF TO ABLE TO
DESIGN? STRIVE THROUGH THE STREET BRAND MARKET. THEY ARE TRYING TO EXPAND THEIR
BRAND BY OPENING UP NEW STORES AROUND THE WORLD. THE LAST STORE THEY
NO
OPENED WAS IN PARIS IN 2019. BAPE IS A HYPE BRAND, WHICH MEANS THAT IF THE
23% BRAND IS NOT POPULAR OR WELL KNOWN, THIS MEANS THAT IF THE TREND IS
DECLINING, THE SALES WOULD DECREASE. HOWEVER, THEY ARE HOLDING A SOLID
YES RECOGNITION IN THE MARKET, BECAUSE OF THEIR ORIGINALITY AND
74% EXCLUSIVENESS. THEIR FOCUS IS TO SUSTAIN SALES BY OPERATING OR
COLLABORATING WITH OTHER BRANDS THAT ARE EQUAL OR ABOVE THEIR LEVELS
OF BRAND IMAGE.

IS BAPE ONE OF YOUR

FAVOURITE BRANDS? REFERENCES
HTTPS://MEDIUM.COM/@CONTACT.UNDERLINE/THE-COMPLETE-HISTORY-OF-A-
BATHING-APE-59E07F4AB44B
HTTPS://WWW.REDDIT.COM/R/MALEFASHIONADVICE/COMMENTS/1BIFQX/A_BAT
HING_APE_BAPE_INSPIRATION_ALBUMBRAND/
NO
HTTPS://WWW.REDDIT.COM/R/MALEFASHIONADVICE/COMMENTS/1BIFQX/A_BAT
43% YES
HING_APE_BAPE_INSPIRATION_ALBUMBRAND/
56% HTTPS://WWW.COMPLEX.COM/STYLE/2016/10/WHY-BAPE-STILL-IMPORTANT-
STREETWEAR-BRAND
HTTPS://ISSUU.COM/BBHAMMOND/DOCS/COMPETITOR_BOOK_1
HTTPS://BLOG.FROMJAPAN.CO.JP/EN/ANIME/A-BATHING-APE-ONE-OF-THE-MOST-
POPULAR-JAPANESE-STREET-FASHION-BRANDS.HTML

CONCLUSION
BAPE IS A STRONG BRAND WITH BOLD BRAND IMAGE. EVERYBODY CAN WEAR BAPE
BECAUSE OF THEIR UNISEX STYLE WHICH IS REALLY FASCINATING AND INTERESTING
TO WEAR. THEY ALSO HAVE MANY COLLABORATIONS WITH OTHER PRODUCTS AND
MANY MOVIES INCLUDING MCM, STARWARS, DRAGONBALL, ADIDAS, ETC. OVERALL.
BAPE IS VERY WELL KNOWN BECAUSE OF THEIR CREATIVITY AND UNIQUENESS. BAPE
CAN DEVELOP STRATEGIES BY OPENING THEIR WEBSITE IN VARIETY OF LANGAUGES,
RATHER THAN JUST JAPANESE AND MAKE A NEW DESIGN BECAUSE THEY HAVE BEEN
USED THEIR ORIGINAL DESIGN SINCE THE BEGINNING.
 Background
The Darkhorse that Est Cola is a soft drink company
in Thailand founded in 2012. Its
overtook Thailand  origin came from the end of the
contract with PepsiCo to which
the company was born by the
Purpose
hand that distributed Pepsi in
Est was originally
Thailand since 1952
founded to compete
with PepsiCo in Thailand.
Now, the aim was to prosper Competitors and
as one of the biggest cola
Customers
brand in Thailand
Est's main consumers
are mostly teenagers to which
Brand Analysis the company has to compete
Est Cola is mainly sold in Thailand and
with 2 of the largest cola brand
such is only well-known in the very
country. Its products are well-known ever: Coke and Pepsi.
for having more variety of flavors to
choose from compared to its
competitors, Pepsi and Coke.

Data from 2014

Strengths
Variety of flavors

Weakness
Late Start in the Industry
Brand Awareness
Most people in Thailand would Opportunity
recognize Est as one of the top three Being a Thai product in Thailand
colas in Thailand. The owner,
Sermsuk, also put in 900 million baht Threats
in order to raise awareness of the Est The overwhelming presence
brand in 2013.
of Coke and Pepsi
Strategies
Replacement Head Start: Est Cola products replaced the missing
imports of Pepsi products, since the owner of Est was a big importer of
Pepsi, thus, encountering less competition at the start of the business
overall.
F&N Enrollment: Est Cola joined the Fraser and Neave chain industry
along with other Asian products, receiving funds for its development,
and boosting its sales in SEA.
Thai Connection: Being a Thai company, Est hoarded an overwhelming
advantage over Pepsi and Coke. Considering the owner being a VIP in
Thai Economy, Est had received many good deals from its commercial
sources.

Brand Personality Current Position

The brand could be described
as spirited. It tried to promote
youth and excitement. Most of
its commercials are focused on
futuristic effects and youthful
fun targeted towards
teenagers.
By the record of 2018, Est Cola rose
in sales by 2.8%, leaving Pepsi with
the 0.8% sale growth behind.
Meanwhile, Coke’s sales declined
by 7% instead. This is an evidence
of how Est is starting to become a
threat to Pepsi and Coke overtime.

Brand Identity
The name ‘Est’ was assumed by many people to be derived
from the suffix “-est”, which would mean the superlative of
something. In this case, it would mean the supreme cola. The
letters of its logo are in red, blue, and white, depicting the
color of Pepsi logo, the owner’s previous work partner, and
might also representing the color of Thai flag since the
company would focus mainly on Thailand.

Customers' Perception
Conclusion
Est has grown by a lot in the past
few years without any problems
arising. Globally, they are not well-
known enough to be competing
with Coke or Pepsi. However, in
Thailand, they’ve become a force
to be reckoned with.
BRAND ANALYSIS
RESEARCH

WHY PACHARA CHIRATHIVAT OR

PEACH’S BREAK UP WITH HIS
GIRLFRIEND INCREASES POTATO
CORNER’S SALE?
INTRODUCTION
OBJECTIVE
This research aims to find the
reasons behind the phenomenon
that Potato Corner’s products were
sold out by a large number of
customers when Pachara
Chirathivat or Peach, who is a
Potato Corner Thailand’s CEO and a
Thai celebrity, announced his break
up with his girlfriend Patricia
Thanchanok Good or Pat, who is
also a Thai celebrity.
COMPANY PROFILE
Potato Corner is the first flavored fries franchise business founded by Joe Magsaysay, a
Filipino entrepreneur, in October 1992 in Philippines. Prioritizing their customers and
franchisees, this business has a mission to ensure that their branches would reach
optimum sales while maintaining the quality of products and services provided to their
most loyal customers and has a standard of maintaining top quality French Fries with the
right crispiness and texture, which is then perfectly shaken with the customer’s preferred
flavor. Other than flavored French fries, Potato Corner also sells flavored chicken pop,
flavored waffle fries, flavored hash brown, flavored sweet potato fries, and soft drinks.
Indeed, the flavors for the customers to choose are varied: cheese, sour cream, barbecue,
chili barbecue, and many other seasonal flavors (Potato Corner, n.d.).

HISTORIC BACKGROUND BUSINESS ENVIRONMENT

Actually, the beginning of this business was not easy: it started with a small-cart store
and then gradually developed into many opening in-line stores across many locations
like malls, schools, hospitals, bus stations, amusement parks, and tourist destinations
within the country over time. In fact, the extreme success of Potato Corner started in
2003: this business had been awarded the Franchise Excellence Hall of Fame Award
by the Philippine Franchise Association and the Best Franchise of The Year Award by
the Department of Trade and Industry for three consecutive years. Then in 2006,
Potato Corner opened a branch in Indonesia, creating a mark for being a global
franchise brand. After that, in 2012, Potato Corner opened another branch in USA, and
Americans started enjoying its flavored fries. Now, Potato Corner has several branches
across the world, including Thailand whose branches are owned by Pachara
Chirathivat (Potato Corner, n.d.).
The only main competitors of Potato Corner are US fries and McDonald’s Shake Shake Fries
since there is a few brands that sells flavored French fries; however, Potato Corner is the
only brand that has various intense flavors of fries for customers to choose from as
everyone has a different taste or preference, and its price is in the range that almost
everyone can afford (Cruz, 2019; ZoomInfo, n.d.). Furthermore, according to the CEO Joe
Magsaysay, the target market of this brand are kids and teens as well as kids at heart, and
the franchise base are millennials wanting to become entrepreneurs. Since these
millennials are starting out, they have limited finance, so Potato Corner provides no-cash-
out refinance plan, which has lower interest rate charge on the loan. For these reasons,
Potato Corner can meet the customers’ needs and can expand their branches better than
their competitors (Go, 2016).

MARKET ANALYSIS
POTATO CORNER THAILAND’S
STRATEGIES
Focusing on Potato Corner Thailand, its marketing strategy is
product orientation, which is the strategy that the orientation of
the company will solely focus on products by putting in
maximum effort on producing quality products and fixing them
at the right price. Pachara Chirathivat reported that although he
uses only one marketing strategy, it is still effective enough. “This
is because it is difficult to maintain with the crispiness of French
Fries which usually last for only 15 minutes, and the way to solve
this problem is to freshly fry the French fries for every order,” he
stated. Also, 70% of the customers are regular customers, so he
wants to make sure that every order has the best quality in order
to maintain these customers (Kalaya, 2017). For the online
marketing strategy, he, the presenter of his own brand, only
promotes some pictures about this business for a few times per
month in his Instagram, which has about 2 million followers.
With this massive number of Instagram followers, when he posts
these pictures, more than ten thousand people click the like
button for his posts, so for him, doing online marketing are quite
easy and effective (Wong, 2019). Additionally, he and his business
sometimes appear on Youtube videos of some famous YouTube
channels, such as Peach Eat Laek, Kyutae Oppa, and Mindset TV.
These Youtube channels’ owners promoted Potato Corner’s
products in their own ways, but the common actions they did are
eating the products in front of the camera for the audiences to
see along with talking friendlily to Pachara Chirathivat. In
addition, during the news of his breaking is at peak, Potato
Corner Thailand posted a picture and a caption stating a
message that heartens its CEO, Pachara Chirathivat. By doing this
real-time content which is directly related to the brand and
which expresses the same attitude as the masses, the brand can
get positive response from the consumers and so raise their
awareness of the brand, causing the trend of supporting Potato
Corner’s products as if supporting Pachara Chirathivat (Ratirita,
THE INFLUENCES OF CELEBRITIES ON CONSUMERS
2019).
THE ACQUIREMENT OF CELEBRITIES’
POPULARITY
Now, in order for celebrities to gain popularity, media
needs to have a vital role since it is the place where
celebrities’ deeds or misdeeds are reported and so the
popularity of the celebrity gains. Thus, the popularity of
the celebrities depends on media because the media will
only report on some matter of someone who is
newsworthy. Therefore, if a person is not reported by the
media, he or she will not have public exposure, and
without public exposure, that person cannot gain
popularity and so become a celebrity (Gregory, 2018).
Hence, in this case, Pachara Chirathivat, who is initially a
celebrity, gain even more popularity when this news
became talk of the town.
THE REASONS WHY MASSES LIKE
CELEBRITIES’ GOSSIP
There are some reasons why people like celebrity gossips:
This news can motivate some people because when
those people get to read about celebrity news, they feel
more eager to become one of them as they get
fascinated by the lives of celebrities and so wish to be
like them. For some, however, they feel good about their
own lives due to the suffering of celebrities (M.Farouk
Radwan, n.d.). Thus, these probably are the reasons why
the news became talk of the town. Additionally, he never
has bad news that damages his reputation before, so the
masses might give attention to the news more than
usual in order to know whether he or his girlfriend is
guilty. However, since he is not guilty, the masses are
possibly willing to support him so that he can feel better
by having a high amount of his business’ sales.
THE RELATIONSHIP BETWEEN
CELEBRITIES AND SOCIAL MEDIA
Next, in order to maintain their popularity,
celebrities use social media as a tool for
narrowing the gap between themselves
and their fans or followers since social
medias give celebrities the chances to be in
the public eyes and to talk their fans. As a
matter of fact, ones the social media
platforms that are quite popular at this
point in time Instagram and Youtube. Even
though both Instagram and Youtube have
a similar characteristic, the community
cultures enclosed within each one are
different. On the one hand, Instagram
celebrities focus on the luxurious aspects of
life and perfection, rather than showing
their authentic selves, such as hardships of
life, because they are more likely to attract
more followers. Even so, Instagram
influencers are still able to create a
relationship with their audience by directly
interacting through comments, making
them seem more accessible. On the other
hand, Youtube community often shares
personal information and footage of daily
activities, so as we can see more of a
person’s personality through video rather
than pictures, celebrities there often gain
popularity because of their tasteful sense of
humor or relatability (Nouri, 2018). Since
Pachara Chirathivat mostly uses Instagram
and often appears on Youtube, he can both
attract more followers while have
interactions with them and show his
personality.

Regarding to marketing context, the celebrity’s ability to influence a consumer’s needs and desires is very valuable. Consumers show greater recall of products that have been endorsed by
celebrities, so with celebrities promoting a brand, the brand can increase awareness, trust, and familiarity, which are important variables in the purchase decision-making process. If the
products are promoted by celebrities whom the customers admire or relate to, the consumers would feel sympathetic towards the brand. The psychological concept behind this is that
purchasing a product promoted by a celebrity the consumers admire will allow them to emulate the celebrity’s desired traits or attract similar people into their lives. Besides, a study found
that consumers who aged between 18 and 24 years actively develop their identities and appearance based upon celebrities, so these group of customers are more susceptible to celebrity
brand endorsements than other age groups. Also, another study found that celebrity endorsements resonate more strongly with Generation Z, the ones who aged from 15 to 20 years, and
Millennial, the ones who aged from 21 to 34 years, audiences. In fact, these age groups are the target groups of Potato Corner (Zoovu, 2016).

MARKET SURVEY
WHAT IS YOUR GENDER? Prefer not to say WHAT IS YOUR AGE? 25 - 27 DO YOU FOLLOW PEACH PACHARA ON INSTAGRAM?
2.5% 1.3%

Male Yes
27.5% 26.3%

18 - 20
36.3%

15 - 17
62.5%

Female No
70% 73.8%
 BRAND ANALYSIS
RESEARCH

HAVE YOU EVER WATCHED YOUTUBE VIDEOS IF YES, DOES THE VIDEO HAVE A CONTENT DID YOU KNOW THAT POTATO CORNER
THAT HAS PEACH PACHARA IN IT? ABOUT POTATO CORNER? IS OWNED BY PEACH PACHARA?
(THE VIDEO CAN BE FROM ANY CHANNEL)
No
13.8%
No
25%

No
44.7%

Yes
55.3%

Yes
75%
Yes
86.3%

IF YES, DOES IT INFLUENCE YOU TO HAD YOU BOUGHT POTATO CORNER'S PRODUCTS MORE OFTEN
BUY POTATO CORNER'S PRODUCTS? DURING THE NEWS OF PEACH PACHARA'S BREAK UP IS AT
ITS PEAK OF POPULARITY THAN OTHER PERIOD OF TIME?
Yes
19.2% Yes
23.8%

Maybe
44.9%

No
No
35.9%
76.3%

SURVEY'S DATA SUMMARY

According to the survey, all respondents,
which consists of females (70%) and males
(28%), are in Generation Z and Millennial, who
are the target groups of Potato Corner and
also the age range that celebrity
endorsements can resonate more strongly
with. In fact, about 34% of the female
respondents are in the age range that they
actively develop their identities and
appearance based upon celebrities, and
about 41% of the male respondents are in this
age range, too.
For the female respondents, just under one-third followed
Pachara Chirathivat on Instagram, but about 82% of them
have watched Youtube videos that have him. Plus, roughly
46% of the female respondents who have watched these
videos said that the videos have contents about Potato
Corner. In addition, almost all of the female respondents
(93%) knew that Potato Corner is owned by Pachara
Chirathivat, and of these people, one forth said that
knowing this influences them to buy this business’
products. Furthermore, just over one forth of the female
respondents bought the products more often during the
news is at its peak of popularity.
For the male respondents, 18% followed Pachara
Chirathivat on Instagram, but 63% of them have
watched Youtube videos that have him. Plus, about
71% of the male respondents who have watched these
videos said that the videos have contents about Potato
Corner. In addition, just over three forth of the male
respondents (77%) knew that Potato Corner is owned
by Pachara Chirathivat, and of these people, only 12%
said that knowing this influences them to buy this
business’ products. Furthermore, roughly 14% of the
male respondents bought the products more often
during the news is at its peak of popularity.
Finally, the reason why the fact that Pachara Chirathivat is the CEO and
presenter of the brand influences the respondents to buy his products can be
summarized as following: he is handsome, popular, and rich, which are the
characteristics that can make his brand looks more appetizing and can make
people want to support him as the celebrity they love. Also, the reason why
the respondents bought the products more often during the news is at its
peak of popularity can be concluded as following: First, most of them love
Pachara Chirathivat as one of their favorite celebrities, so they want to
support him in order for him to get better from the heartbreak by letting him
feel better through the great amount of sales of his products. Second, some
of them said that the products are delicious and its quality is not changed, so
they continue buying it. Third, some of them said that they just conform to
the current situation that many people buy his products.

BRAND FOCUS
BRAND EQUITY
Potato Corner itself has a strong branding, meaning that the strong product, which is flavored fries is attached to the brand name, so do the other branches overseas, including Potato Corner Thailand. Focusing on Potato Corner Thailand, for the
brand loyalty, according to the survey, consumers tend to continue buying the products from this brand due to their unchanged quality. Also, for the brand awareness, this brand is likely to be the first brand that comes to minds when thinking
about flavored fries because of its greater availability and quality comparing to others. Lastly, for the brand association, Pachara Chirathivat, the celebrity who is good-looking, skillful, belongs to the top billionaire family of Thailand, and behaves
so well that he never has bad news which damages his reputation before, is the CEO and presenter of this brand. Hence, most consumers would recognize this brand when he appears as well as have a positive response to this brand.

CONCLUSION AND RECOMMENDATION

In conclusion, Pachara Chirathivat and his business Potato Corner often appears on public eyes through Instagram and Youtube, causing him to maintain his popularity and brand awareness. Even so, he gained even more popularity when his
news of breaking up with his girlfriend became talk of the town, and as he was not guilty in this situation and his products’ quality is always in a good range, the consumers were willing to support him so that he can feel better by having a high
amount of his business’ sales. Besides, the target group of this brand is the same group of people who are interested in celebrities’ gossips and can be easily influenced by the celebrities. In the end, this research report recommends further studies
on the similar cases: the reasons behind the phenomenon that the business owned by other celebrities’ sales increase, decrease, or remain stable when those celebrities have gossips which become talk of the town.

BIBLIOGRAPHY
Cruz, A. d. (2019, January 2). Tray’s Anatomy: McDonald’s Shake Shake Fries vs. Potato Corner. Retrieved November 20, 2019, from Pepper: https://www.pepper.ph/trays-anatomy-mcdonalds-shake-shake-fries-vs-potato-corner/
Go, J. (2016, September 30). Q&A with Potato Corner President Jose Magsaysay Jr. on Championing Entrepreneurship. Retrieved November 20, 2019, from Josiah Go: https://josiahgo.com/qa-with-potato-corner-president-jose-magsaysay-jr-on-
championing-entrepreneurship/
Gregory, K. (2018, May 2). Celebrities: Who They Are, How They Gain Popularity, and Why Society Is So Fascinated with Them and Their Court Cases. Retrieved November 22, 2019, from Digital Commons at Eastern Michigan University:
http://commons.emich.edu/cgi/viewcontent.cgi?article=1149&context=honors
Kalaya. (2017, November 11). ว่ากันว่า Potato Corner คือของเล่นคนรวยชินใหม่ของ พีช พชร ? Retrieved November 21, 2019, from Marketeer: https://marketeeronline.co/archives/3059
M.Farouk Radwan, M. (n.d.). Why do some people like celebrity gossip. Retrieved November 22, 2019, from 2KnowMySelf: https://www.2knowmyself.com/why_do_some_people_like_celebrity_gossip
Nouri, M. (2018, September 12). The Power of Influence: Traditional Celebrity vs Social Media Influencer. Retrieved November 22, 2019, from Scholar Commons at Santa Clara University: https://scholarcommons.scu.edu/cgi/viewcontent.cgi?
article=1032&context=engl_176
Potato Corner. (n.d.). Our History. Retrieved November 20, 2019, from Potato Corner: https://www.potatocorner.com/pages/our-history
Potato Corner. (n.d.). Our Mission. Retrieved November 20, 2019, from Potato Corner: https://www.potatocorner.com/pages/our-mission
Ratirita. (2019, August 22). รักไม่รง
ุ ่ มุง
่ ซัพพอร์ตธุรกิจ! สร้างปรากฎการณ์ Potato Corner ของ “พีช พชร” ขายหมดเกลียง. Retrieved November 21, 2019, from Brand Inside: https://brandinside.asia/case-study-potato-corner-sold-out/?
fbclid=IwAR0agTqGLgjMhy8vEQ1N0JcHdmNa4BAtNrP9m0njUYTg1BCLTeY7fQwuXCY
Wong, S. (2019, August 23). พีช-พชร จิราธิวฒ ั น์ กับสูตรละลายใจทีทําให้ “โปเตโต้ คอร์เนอร์” ขายหมดเกลียง. Retrieved November 21, 2019, from The People: https://thepeople.co/peach-pachara-chirathivat-potato-corner/
ZoomInfo. (n.d.). Potato Corner - Overview, News & Competitors. Retrieved November 20, 2019, from ZoomInfo: https://www.zoominfo.com/c/potato-corner/346538790
Zoovu. (2016, October 4). Impact of Celebrity Endorsement on Consumer Buying Behavior. Retrieved November 23, 2019, from Zoovu: https://zoovu.com/blog/impact-of-celebrity-endorsement-on-consumer-buying-behavior/
 N I K E

AIR JORDAN
W H Y N I K E A I R J O R D A N I S P O P U L A R E V E N
M I C H A E L J O R D A N W A S A L R E A D Y Q U I T E D N B A ?

INTRODUCTION MARKET ANALYSIS

NIke Air Jordan is a brand of basketball shoes,
athletic, casual, and style clothing produced by Nike.
It was inspired by and made for NBA player and 5
times NBA MVP named Michael Jordan. The original
Air Jordan sneakers were produced exclusively for
Michael Jordan in the beginnig of 1984, and released
in the end of 1984. The shoes were designed by Peter
Moore, Tinker Hatfield, and Bruce Kilgore.
When Nike Air Jordan was first released to people
the main target were looking at the males who were
playing college basketball, high school basketball, or
those who just play basketball. The target's age are
around 15 to 25. The main competitors are Adidas
and Reebok. These brands are the basketball shoes
brand which are popular in the world.

SWOT

Strength Weakness

The greatest basketball Other rising stars in NBA such

player are promoting this as Lebron and Kobe, their
brand. shoes are more likely to be
The logo is easily to recognize. brought by young kids

The shoes are expensive.

Opportunities
Jordan brand can be looking for
new athletes in other sports.
Make more money by using
social media
Threats
Other rising stars release their own
shoes.
Other shoes company release new
shoes.
Other companies like
Adidas and Reebok
endorsing bigger stars in
sport.
MARKET SURVEY BRAND FOCUS
The Jumpman logo of the brand is the most recognized
thing. At first brand focus on the basketball shoes, but
now they start to release and make new sport shoes
not even basketball shoes but others and accesories.
They use their Jumpman logo to show the unique thing
of this brand.
100%

Graph 1 76%
24%

69.6% 30.4%
Graph 3

Graph 2

Due to the research by 25 MUIDS students, the

research found that from graph 1, 100% of 25 MUIDS
students know Michael Jordan and his shoes "Nike Air
Jordan". And there are 69.6% of 25 MUIDS students
prefer Nike Air Jordan than Adidas basketball shoes
from graph 2. And there are 76% of MUIDS students
prefer Nike AIr Jordan than Reebok basketball
shoesfrom graph 3. These show that Nike Air Jordan is
still popular even he quitted NBA already because
MIchael Jordan are called G.O.A.T. ( Greatest of all
time) which make him very popular from when the
shoes was first release until now. And NIke Air Jordan
collabs with others brand such as OFF-WHITE and
New rising star such as Jason Tatum and Zion
Williamson Who are new rising rookie in NBA now.
And they also made shoes for other sports such as
football.

CONCLUSION
In conclusion, I will say that the reasons why Nike Air
Jordan is still popular even Michael Jordan already
quitted NBA because they are not only focusing on
releasing basketball shoes but they are also focusing
Opportunities
Other producing
on companyaccessories
Opportunities
shoes release new and other types of shoes.
These make customer to have more choices what they
shoes.
want to buy.
 Why is NIKE famous for
basketball shoes?
Nike is first founded in 1964 as
Blue Ribbon Sports by Bill
Bowerman. They opened their
first retail outlet in 1966 and
launched the Nike brand shoe
in 1972. Nike is famous for their
basketball shoe because they
Target Market cooperate with a lot of famous
The target customers of basketball player. Almost 80% of
Nike is mostly athlete all the NBA player wear Nike
both professional and shoes. Furthermore, 7 of the top
people who just play 10 basketball shoe of 2019 is
sport for their health. from Nike.
Nike is famous for sport
shoes especially Competitors
basketball shoes. So we
can see a lot of NBA
players who wear Nike
shoes.

Peerayut Yuvadeenivad (Art) 1106

 - Strong brand awareness
- Low Cost Manufacturing
- Popular among basketball
players
- Huge customer base
- Emerging Markets
- Innovative Products
Nike is a widely accepted brand
so what customers received from
its fundamental function is the
brand loyalty, brand associations,
perceived quality and brand
awareness according to the
survey on the first page which
shows that a lot of people
recognize the brand.
The brand identity and
personality include sportive spirit,
athlete, and lifestyle which
reflects to its identity to be full of
energy, competitive, and athlete
- Poor Labour Practices
- High Prices
- Competition
- Change in Currency
Nike’s customers are consist of
rappers, artists, entrepreneurs,
athletes, and other individuals -
and not only the professionals,
but also the regular people too.
Nike also collaborate with top
Youtube influencers. So Nike is
able to get their products
advertised through many
different ways.
In conclusion, Nike is a strong
global brand which is famous
for its basketball shoes
because many famous
basketball player use it. Also, it
does not cost much to
manufacture. In addition, Nike
has a huge customer base. For
the recommendation, Nike
should improve their labour
practices and vary the price of
their products.
 SUPREME
Why Supreme is the G.O.A.T street fashion brand ?

Target Audience
Company Profile /
Historic Background -Teenagers
Supreme was founded by an English man named James -Street Fashion Hypebeast
Jebbia. He has been working in New York since 1983 -Collectors
and started by opening vintage clothing on Manhattan's
Spring Street. Also he work in the shop named
"Parachute" in the SoHo district.
Actually James was a fan of street fashion and skater for Company Vision and Mission
a long time even he do not know how to skate. After he got
some money, he found a cheap building to rent which he
thinks it is a good spot for the skater to play or meet. He -Made a skater's fashion
had the idea to create a skater clothing store. In that
time, many teenagers like to play skateboard and he think -Established itself as a brand known for
that there is no cool fashion for the skaters and that its quality, style and authenticity
became his major inspiration and this is the first step of
-World famous brand
Supreme before they become greastest of all time
( G.O.A.T) in street fashion.

Brand Competitive Analysis

Competitors

-Palace BUZZ, HYPE, HYPE, STREET STREET,

Value Proposition
-Bape EXCLUSIVITY STREET SEXY

-Stussy FASHIONISTAS, NORMAL NORMAL

NORMAL
-Billionaire Boys Club Audiences HYPEBEAST, PEOPLE, PEOPLE,
PEOPLE
-HUF CLASSY CLASSY SKATERS

-Obey CLOTHIING,
CLOTHING ,
LEATHER GOODS,
GLASSES, CLOTHING CLOTHING
Range of Authority GLASSES AND
EVERYTHING! SHOES

CLASSY, STYLISH, STYLISH, COOL, GREAT,

Ralationship
HYPE HYPE STYLSIH COOL
 STRENGTHS WEAKNESSES

-Famous Celebrities wear their -Supreme has no twitter account,

clothing.
-Each one of their stores is
unique.
-They have a functioning website
that informs you through email
when they have a clothing drop,
which is usually Thursday at 11 a.m.
which could promote their attire.
-Their retail prices are kind of high for
certain clothing pieces, ranging from
40$ to 110$ for a t-shirt.
-There’s no formal advertising for their
company, meaning they have no formal
commercials on TV, or other sites.
-Their online and in-store inventory is
very limited to customers.

SWOT
OPPORTUNITIES THREATS

-Supreme needs to increase their -Competition: H&M, Bape, Palace

availability of their attire on their -Will lose core fans of brand if they
website. lose their underground style, and
-Make their company a household name,
decide to commercialise brand.
like H&M to gain more profit.
-Will lose “hype” of clothing if they
-More social media activity to show their
brand to the public more. decide to mass produce products.
-Advertising their brand on TV networks
and on other sites.

Brand Focus
Market Survey

This data is collected from a questionnaire done by 25 MUIDS

students. Brand equity
-Around one to two billion dollars
1.Brands do you prefer ? Brand association
20 out of 25 students prefer Supreme and other prefer -"HYPE"
Bape and Commes Des Garcons. -Fashionable
2.Give a score for Supreme out of 10 for the variety Brand loyalty
22 students give 10 out of 10 and other three students -Extra collections for the superior
which are give 9 for two students and one for one collector ( Pass to see the new collection
before others
student.
Brand identity Brand personality
3.Does you owns Supreme ?
-Supremecy -Follow the trend
12 students are owns the Supreme, however there are 13 -Exclusives -Exclusives
students not owns it. -Uniqne
4.If you have a chance to buy, will you buy it or not ?
24 students are going to buy it but there is one who not
buy it.

Conclusion
In conclusion, Supreme is a brand that was recognized around the street fashion world as
one of greastest brand ever. Supreme's box logo and the various collaborations are the
most recognizable things about it. From the survey, I can see that most of teenagers are
prefer to have the Supreme clothes. Also, the strengths of Supreme lead the brand to
success and become the greatest street fashion brand.
 Why does DC have to change the
main actor in every Jokers
movie?
By Mayleen Yosita Hermenau

The latest movie, the villain, the joker, in

2008, performed by Health Ledger, a foreign
actor who makes Joker looks creepy and
became a villain in the viewers' hearts. In 2016,
performed by Jared Leto, a rock singer who
owns the psychotic corner and Joker's love.
The Joker is a Finally, most recently, in this year of 2019, the
supervillain Joker role was played by Joaquin Phoenix, the
leading actor that drowned viewers with the
unfortunate life and crux of the joker's
character. Even though the joker is just a
character, but many versions of it still impact
created by Bill to the audience to continue watching it over
Finger, Bob Kane, and over again.
and Jerry
Robinson ( Comic )

5 version of
Joker's Life Movie

First Appear in
Batman The
Movie year 1966

This table chart shows a comparison between 3 versions of the

movie. This statistic shows that as long as the movie has a new
Best Known in the point of view to represent joker character, the audience will
Dark Knight year always interest to watch. Compare to Spiderman which also has
2008 many versions of the movie, the joker is still successful. In the
latest version of the joker, income is $1,005 billion compared
with the latest version of spiderman, income is $600 million.
 Marketing Survey From 39 Response
How many Joker version that Analyze and Conclusion
you have seen? From the research and survey results
have been confirmed a good conclusion
that the production of each movie has
many factors and of course, the contract
with the actors must be related, but the
main reason why DC changed all versions
of the Joker actors was that in order to
give viewers a different perspective from
previous versions through the
performance of new actors and how the
actors have a different presentation. 50%
of the people's survey agreed with this
reason, and in addition, the perspective
What is your favourite version? of the director is also an important part
of each movie to make it stand out.
Because of this difference, it makes the
audience feel pleasure and enjoy the
movie, and expect to see who will present
next and in what format. Because the
demand of the consumers has increased,
the income of the movie has increased. As
with expectations for the return of the
Joker in the single movie version, the
latest version of the Joker has achieved
Why do you think DC has to change
the highest revenue through the movie
actors to act as Joker in every market based on history. They use 70
versions? million dollars to made this film,
but receive profit more than 15 times.
Although the number of likes is not equal
to the first version in 2008. People want
to change to a new perspective, just like
marketing that requires new trends for
their audience to be interested in. To
make marketing successful everything
depends on the point of view like Joaquin
phoenix says

"It is up to you, how you want to interpret

it and experience it. It’s less you being
kind of presented with the facts than you
being presented with these possibilities."
 HOW DID ALIBABA BECOME THE
WORLD'S BIGGEST E-COMMERCE
COMPANY?

intro
Alibaba was formed by Jack Ma, in 1999. It was built upon 80 investors and
used up 80,000$ to start the business. Alibaba acts as a host for merchants
and business. Then they made their money from commissions on sales. Right
now Alibaba has over millions of merchants and 755 million users. Alibaba
also makes money from ads, membership fees, and services. The co-founder,
Jack Ma connected the company to Yahoo!, Taobao, and Tmall allowing
Alibaba to act as a middleman. Some competitors who has similar type of
business are Amazon and Ebay. However, right now, Alibaba had already
hosts more business than Amazon and Ebay combined. In 2013, it has GMV
of $248 billion which is more than Amazon and Ebay combined.

Market
Analysis
Alibaba has many competitors but
some of the mains are JD.com,
Amazon, and Ebay. JD.com is a
very strong competitor in China.
On the other hand, Amazon and
Ebay is an international
competitors. Alibaba became so
successful in China because it
knows how to adapt to match the

STRENGTH:
chinese people’s preferences.

Alibaba’s strength is its understanding of

WEAKNESS:
it holds too much merchants. The competition
is so high that some of the good brands just
give up and took their products off Alibaba.
OPPORTUNITY:
for Alibaba is the award it has received from
MySQL. This opens a chance for the company
to be the leader of the cloud computing.
THREAT:
Future competitors.
Rivals such as JD.com
Chinese customers which they use
Taobao.com to be a platform to reach their
customers. so in another word, Taobao is
Alibaba’s strength.
Free service in Taobao. Taobao chose to make
money through advertising on the website
instead. The free service strategy is very
effective for Chinese people because they
like to save as much money as they can.
Escrow service. Taobao has a system where
they’ll hold the customer’s money until they
confirmed that they got the product they
bought. This helps ensure the customer and
make they feel safe.
Display of the website match the taste of
Chinese people. Taobao shows various
products on one page which helps encourage
chinese users to explore new stuff even
though it doesn’t quite match the western
customer’s taste.
SURVEY
6 4 R E S P O N S E S
BRAND FOCUS
From the total 64 responses,  there are 3 main
points that can prove the effectiveness of
Alibaba’s market strategy. First, almost 50%
of the people who are using an online
shopping system voted that they don’t feel
completely safe while using it. The escrow
service that Taobao offered can help customer
to feel a lot more safe and sure because it
holds the money until the customer confirm
that they received what they want. Second,
more than 50% of the responses said that
they would be more willing to use online
shopping if there are no service fee. This is
also one of Taobao’s uniquenesses. They do
not charge customers fees, but they decided
to get more money by displaying the ads. This
is a strong strategy that helps Taobao won
over competitors. Lastly, 61% of the
responses said that Taobao’s webpage is
attractive to use. This can prove how the
design of Taobao fits the taste asian people.
RECOMMENDATIONS
In a nutshell, Alibaba has managed to become
the world’s biggest E-commerce company by
adapting itself to the Chinese reality. Their
market plan for Taobao might not really be
effective to the western culture, but that’s
doesn’t have a negative to them because their
main focus are people in China. Some parts
that they can work on is to be more
worldwide. Even though China has enough
population to make them on the lead on the
E-commerce field, it would be beneficial to
expand their target groups to include the
western people also. The Taobao website that
Alibaba used it to sell in a format of C2C is
still not very popular in other countries. If
they can translate the website in various or
create a new webpage that would match the
taste of people in a certain country, then they
would definitely be more successful in the
future.
 Brand Analysis Research
HOW SPACEX BECAME SO
SUCCESSFUL AND WELL
KNOWN IN SPACE INDUSTRY?
By, Krit Promrokul (Sugus)
ELON MUSK
FOUNDER, CEO, AND CHIEF
ENGINEER/DESIGNER OF
1.CHEAPER COST
65,000,000 USD
110,000,000 USD
ATLAS V
COMPETITORS
FOUNDED
MAY 6, 2002
PRODUCTS
- FALCON LAUNCH VEHICLES
- DRAGON CAPSULES
- MERLIN, RAPTOR AND KESTREL ROCKET ENGINES
- ASDS LANDING PLATFORMS
- STARSHIP LAUNCH SYSTEM (IN DEVELOPMENT)
- STARLINK SATELLITE CONSTELLATION
VISIONS AND GOALS
A MAJOR GOAL OF SPACEX HAS BEEN TO DEVELOP
A RAPIDLY REUSABLE LAUNCH SYSTEM AND START
A COLONY ON MARS.
WHY CHOOSING SPACEX IS BETTER?
2.CHEAPER PAYLOAD (USD/KG)
PROTON-M ATLAS V
62,000,000 USD (NEW) 23,000KG 20,520KG
50,000,000 USD (REUSE) 5360.6 USD/KG
2826.0 USD/KG
FALCON 9
22,800KG
2193.0 USD/KG (REUSE)
FOR COMPARASION
PROTON-M
TESLA ROADSTER WEIGHT: 1305KG
FALCON 9
*CALCULATED
FOR PAYLOAD
TO LOW EARTH
ORBIT
FROM THE RESEARCH THERE ARE 2
COMPONENTS THAT MAKE SPACEX BETTER
THAN THEIR OPPONENTS. WHICH ARE THEIR
COST PER LAUNCH AND PAYLOAD COST.
SPACEX'S FALCON 9 LAUNCH COST 62M
USD BUT IT CAN BE AS CHEAP AS 50M USD IF
YOU USE THEIR REUSE ROCKET FROM
EARLIER MISSION. OTHER COMPANIES IN
THE UNITED STATES CAUSE 110M FOR ULA'S
ATLAS V OR RUSSIAN SPACE AGENCY LIKE
ROSCOSMOS'S PROTON-M CAUSE 3M USD
MORE THAN FALCON 9.
ANOTHER REASON THAT GIVE SPACEX
CUSTOMERS
A LEAD IS ITS PAYLOAD COST. FOR A
FLIGHT TO LEO (LOW EARTH ORBIT) WITH
FALCON 9. IT CAN HAVE PAYLOAD UP TO
22,800KG. WHICH IS 2,193USD PER
KILOGRAM. RUSSIAN SPACE AGENCY'S
PROTON-M COME CLOSE TO SPACEX AT
2,826 USD/KG AND ULA'S ATLAS V AT
THE RATE 5,360.6 USD/KG.
 SURVEY ANALYSIS: WHY SPACEX IS WELL KNOWN?

FROM 50 RESPONSES IN THE SURVEY WHICH CONSISTED OF 54% WHO ARE LESS THAN 2O YEARS OLD, 4% WHO ARE 21-30 YEARS OLD,
8% WHO ARE 31-40 YEARS OLD, 245 WHO ARE 41-50 YEARS OLD AND 10% WHO ARE ABOVE 50 YEARS OLD

ACCORDING TO THE SURVEY 54% OF OUR RESPONDENTS KNOW SPACEX. WHILE 60% KNOW ELON MUSK. FROM THE
RESPONSES THE FIRST THING THAT COME IN MIND WHEN THEY THINK OF SPACE X IS ELON MUSK (44%). WHICH IS
LESSER THAN FALCON 9 (24%) THAT IS SPACEX'S SIGNATURE ROCKET. THEREFORE THE MAJOR PART THAT MAKE
SPACEX WELL KNOWN IS ELON MUSK NO ITS ROCKET. HOWEVER, MOST PEOPLE WHO KNOW ELON MUSK KNOW HIM
FROM TESLA (32%). MEANING THAT ONE MUSK'S COMPANY GOT INFLUENCE ON TO ANOTHER COMPANY TOO.
MOREOVER, 63% OF RESPONDENTS WHO ARE UNDER 30 YEARS OLD KNOW ABOUT SPACEX. WHILE ONLY 38% OF
RESPONDENTS WHO ARE MORE THAN 30 YEARS OLD KNOW ABOUT SPACEX. WHICH COULD BE CONSIDER THAT
PEOPLE WHO ARE YOUNGER MIGHT KNOW SPACEX FROM THEIR SOCIAL MEDIA OR FROM THEIR SCHOOLS. ANOTHER
EVIDENCE IS THAT 0% OF RESPONDENTS WHO ARE MORE THAN 50 YEARS OLD KNOW SPACEX

BRAND FOCUS CONCLUSION

AS WE KNOW THAT SPACEX MAINLY FOCUS FROM RESEARCH WE KNOW HOW SPACEX
ON CHEAP AND REUSABLE ROCKETS. THEY BECAME SO SUCCESSFUL AND HOW THEY
STILL HAVE ANOTHER FOCUS, IT IS TO BECAME WELL KNOWN. NO THE LESS, SPACEX'S
CREATING A CULT FOLLOWING IN YOUTH AND GOALS ARE NOT DONE YET BECAUSE THEIR GOAL
YOUNGER AUDIENCES. SINCE, ELON MUSK IS TO INSPIRE AND MAKE YOUTH TO INTEREST IN
HAVE A PLANS FOR MANY YEARS TO COME. BY SPACE INDUSTRY. SO THAT THEY CAN HAVE NEW
HAVING YOUNG FOLLOWER IT MAKE THEIR QUALITY ENGINEER AND SCIENTIST IN THE
FOLLOWER BASE MORE STABLE BECAUSE THIS INDUSTRY. WITH THIS MODEL AND GOALS
YOUNG AUDIENCE WILL GROW TO ADULTS IN SPACEX WILL GROW BIGGER AND BIGGER AND
THE FUTURE. ON THE OTHER HAND, THEY ALSO ELON MUSK'S GOAL TO START COLONY ON
INSPIRE YOUTH IN SPACE EXPLORATION. THEY MARS WILL BE CLOSER AND CLOSER TO REALITY.
ALSO HAVE A PLAN FOR HAVING HIGHER
QUALITY FROM THIS YOUTH THAT ARE
INTEREST IN SPACEX. SPACEX ALSO OFFER AN RECOMMENDATION
INTERNSHIP FOR YOUTH AND EVEN JOINT FOR ME SPACEX IS GOING IN THE RIGHT
SPECIALISED ENGINEERING SCHOLARSHIPS PATH AND THEIR VISIONS ARE POSSIBLE.
AND GRANTS WITH TESLA HOWEVER, FOR THEIR GOALS TO INSPIRE
YOUTH TO BE INTEREST IN SPACE INDUSTRY
COULD HAVE BEEN BETTER AND FASTER.
THEY SHOULD MAKE ADULTS WHICH IS
YOUTH'S PARENTS TO KNOW MORE ABOUT
SPACE INDUSTRY. SINCE, THE PROBLEM NOW IS
THAT THIS INDUSTRY IS FAIRLY NEW COMPARE TO
OTHER BRANCHES OF JOB AND PARENTS MIGHT
THINK THAT IT IS UNSTABLE OR MIGHT NOT BE A
MAIN JOB THEY THINK OF AND DON'T LET THEIR KIDS
TO WORK IN THIS BRANCH. NON THE LESS, WHAT
SPACEX DOING TODAY IS GREAT AND MADE A LOT OF
REFERENCES
INFLUENCES IN YOUTH ALREDY AND I'M ONE OF THOSE YOUTH.
SPACEX INC. (N.D.). FALCON 9.
RETRIEVED FROM HTTPS://WWW.SPACEX.COM/FALCON9
SHARMA, R. (N.D.). HOW SPACEX TRANSFORMED SPACE EXPLORATION. INVESTOPEDIA.
RETRIEVED FROM HTTPS://WWW.INVESTOPEDIA.COM/NEWS/HOW-SPACEX-REINVENTED-ROCKET-LAUNCH-INDUSTRY/
CHAIKIN, A. (2012). IS SPACEX CHANGING THE ROCKET EQUATION? AIR & SPACE MAGAZINE.
RETRIEVED FROM HTTPS://WWW.AIRSPACEMAG.COM/SPACE/IS-SPACEX-CHANGING-THE-ROCKET-EQUATION-132285884/
MACK, E. (2016, MAY 30). 5 REASONS THIS MAN AND HIS COMPANY ARE BELOVED BY MILLENNIALS.
RETRIEVED FROM HTTPS://WWW.INC.COM/ERIC-MACK/WHY-ELON-MUSK-AND-SPACEX-ARE-THE-SYMBOL-OF-SUCCESS-FOR-MILLENNIALS.HTML.
Why League of
Legends is popular in
Esports?

Introduction
People were more likely to watch the copetition at home or
at the stadium, but League of Legends has a livestream on
youtube for free and in Thailand garena buy the license and
boardcast for people who don't understand english.

RIOT GAMES also has pro view which you can view every pro
player cam and it cost about 300 per month. Comparing to
DOTA2 the prize for winning is not that much but League of
Legends is more popular because of many new things
coming every month.

Marketing Analysis

In League of Legends there are many competivive from another

brands like DOTA2 and ROV in MOBA games catagory. This
makes League of Legends making a big improvements in
champions, runes, maps and objectives tomake their game more
interesting to make this game to the top.
 Brand Focus
LOL and DOTA2 are fighting each other to make them feel
that they are the best in esports. However, some said that
LOL is the best but some said DOTA2 . LOL has made a huge
change to make people interest in competition. They are also
focus on making more objectives and different skills of a
character to make it unique from others games.

Marketing survey
These 2 graph are asking about what game competition do they like and why. 21 in survey

The chart shows that LOL got the most

vote in a survey and DOTA2 and
Overwatch got the second place which
make you see that LOL is popular.

As you can see from the chart, people

know how to play this game lost more than
other games. Which makes RIOT GAMES
successful.

Recomendation
In all of the information we can prove that League of
Legends is the most popular in esports by free boardcast on
youtube and invented pro view to make people learn how
did the players play. Also, many league in all over the world.
 STRENGHT
SWOT - EASY USING UI AND UX
- LOT OF TUTORIAL
- WELL-KNOWN PRODUCT
- TONS OF EXTENSION
OPPORTUNITY
- COMPANY IS WELL-KNOWN IN PRODUCTION SOFTWARE
QUALITY THAT CAN CREATE MORE PROGRAM TO
SUPPORT MANY PLANFORM SUCH AS PHONE OR TABLET
- TONS OF QUALIFIED DEVELOPER WHO KNOW TYPE OF
PRODUCT VERY CAN MAKE ALTERNATIVE AND EXTENSION
THAT CAN CREATE MORE PRODUCT.

WEAKNESS
- NOT FIMILAR IN OTHER PLATFORM
SOFTWARE MAKE THE PRODUCT THAT
COME OUT NOT GET GOOD
FEEDBACK AS COMPUTER BASE
PROGRAM COMPARE TO COMPETITOR
THREAT
- NO MORE PRODUCT IN COMPUTER THAT THEY NOT
PROVIDED SO IT WAS VERY TO CREATE A NEW PRODUCT
IN ADOBE FRANCHISE. ALSO THEY ARE NEW TO OTHER
PLATFORM, MEANS IT HARD FOR THEM TO BEAT EACH
PLATFORM COMPETITORS.

02 COMPETITORS
ECOSYSTEM RATE
Adobe

Apple
POWERFUL PROGRAM RATE
Adobe

Apple
Adobe

Apple
EASY TO USE RATE
Adobe
TUTORIAL RATING

Apple

Corel Corel Corel Corel

0 2.5 5 7.5 10 0 2.5 5 7.5 10 0 2.5 5 7.5 10 0 2.5 5 7.5 10

" BRAND FOCUS " " STRATEGY "

THIS BRAND HAS BECOME THE SOFTWARE THAT USER OF ADOBE
TRUST IN THEIR POWERFUL ENGINE IN RENDERING
USER'S ART AND PROJECT. THIS ALSO SUPPORT THAT THIS COMPANY MOSTLY DEVELOP ABOUT ALL KIND OF
MANY MOVIE AND SHORT VIDEO USE ADOBE PRODUCT EDITING IN COMPUTER THAT WORKS WITH SOFTWARE
TO PRODUCE VFX IN THE MOVIE. FURTHERMORE, THIS ON COMPUTER. FOR EXAMPLE, PHOTOSHOP WHICH IS
BRAND HAVE A LOT OF REVIEW S AND USERS OVER THE VERY POPULAR AMONG USER THAT THERE IS QUOTE
INTERNET, THUS MAKING IT EASY TO LEARN AND "DON’T LIKE HOW THAT PHOTO LOOKS? JUST
UNDERSTAND THE PROGRAM. PHOTOSHOP IT."

ALSO THIS PRODUCT HAVE VARITY OF EXTENSION THAT CREATE EASY USING SOFTWARE BUT POWER AMONG ITS
ADDED BY MANY DEVELOPER AND USER. ALSO THIS THE COMPETITORS. ALSO, THEY INVITE THE PROFESSION TO
SOFTWARE ALWAYS UPDATE EVERY YEAR WITH MORE USE THEIR PROGRAM AND TUTORIAL THE SOFTWARE
POWERFUL SOFTWARE AND THEIR ECOSYSTEM PLUS UX OUT FOR THE NEW USER TO UNDERSTAND. THIS
& UI IS VERY EASY TO DO AND CROSSOVER BETWEEN CREATES A BOND BETWEEN CONSUMER AND COMPANY
EACH PROGRAM. WHICH MAKE WHEN WE THINK OF EDITING SOFTWARE
WE THINK ADOBE IN THE FIRST PLACE. ADOBE ALSO
ALLOWED THIRD-PARTY SOFTWARE AND DEV. TO
Affinity Trinity
12.5%
Friends
12.5%
CREATE AN EXTENSION THAT MAKES THE PROGRAM
MORE POWERFUL THAN OTHERS.
Procreate
12.5%

Youtube
25%

Internet
62.5%

" CONCLUSION "

Adobe
75%

" SURVEY " ADOBE IS THE ONE WHO CREATE THE MOST POWERFUL
THIS SURVEY ILLUSTRATE THAT OVER 75% OF USER PREFER EDITING SOFTWARE IN THE WORLD WHICH THEY HAVE
ADOBE MORE THAN OTHER COMPANY AND THEY ARE VERY TONS OF TUTORING AND REVIEW OVER THE
POPULAR AMONG INTERNET COMMUNITY THAT PULL NEW INTERNET.PROVIDED FOR THEIR CUSTOMER THE ONLY
USER/CONSUMER IN TO THEIR PRODUCT. MOREOVER, THING IT NEED TO IMPROVE IS THEIR PRODUCT IN
PEOPLE PREFER ADOBE BECAUSE THEY HAVE OTHER PLATFROM BECUASE IT IS WAY LESS POWERFUL
THAN THEIR COMPETITOR. MOREOVER, SOFTWARE
MOREOVER, THEY HAVE POWERFUL SOFTWARE PLUS
CONTAIN A LOT OF PROBLEM THAT USER FACES.
THEIR PROGRAM ARE POPULAR AMONG INTERNET
WHICH ALWAY INVITE NEW CUSTOMER IN EVERYDAY.
FROM THE ADVANTAGE THAT THEY HAVE PROVIDED
MANY TUTORIAL. THEIR UX AND UI IS EASILY
UNDERSTAND AND BETTER THAN OTHER COMPETITORS.
 “How Does Adobe capture all type
of editing customer.”

" INTRODUCTION "

I ADOBE PHOTOSHOP I

Everybody must have heard of photoshop or aftereffect if you are visual effect editor. But why u every thing of other program
when you think of editing photo rather than photoshop. How does adobe successful to capture all the consumer to addict in
their product which there are many companies and software that provide free in the world.

" FOUNDING "

OF ADOBE
I would never speculate on the limit. Every time you speculate you’re
way too conservative.

JOHN WARNOCK

Adobe founders John Warnock and Chuck Geschke met while working as engineers at the
Xerox Palo Alto Research Center.

They knew that Xerox need to take a lot of time to take printing software out to the market
so the make a very risky decision out to create their own product. Later in 1983, Adobe
released PostScript as a software that can control output of the device, ex. laser printer,
that interest apple make them as their partnership because they knew that this invention
is way better than what they have. This partnership took huge role in adobe founding
state because it crease attention and success. Moreover, not only apple join, also Aldus
join and create three-sided partnership which create shape good looking Macintosh's
interface.

01 TARGET AUDIENCE
- EDITER FOR ALL KID AND PROFESSIONAL
USER
- VFX
- PHOTOEDITING
- DRAWING
[ ART STYLE OF WORK ]

Worldwide audience.
 ARISARA (PREAW PROW) 1203

WALT DISNEY COMPANY

W H A T M A K E S D I S N E Y B E C O M E D I S N E Y ?

BACKGROUND INFORMATION BRAND FOCUS

The Disney Brothers Cartoon Studio was Walt Disney Company focuses on uniqueness of the products

founded in October 16, 1923 by Walt Disney and his (ex. entertainment, mass media, and amusement park industries ).

brother, Roy Disney. They started the company by They also focused on developing new products that is suit to the

producing a short film called Alice Comedies. In global market trends because the company has many innovation and

1928, Disney was release a new character called creativity, which enable them to compete against large company.  

Mickey mouse which changed everything. At that

time, Disney also released other new characters

BRAND COMPETITORS
such as, Minnie Mouse, Pluto and Donald Duck.

Followed by their 1st animated film named Snow

White and the Seven Dwarfs in 1937. The company

was stated to be bigger and more famous. In 1952,

Walt Disney plans to build a theme park and opens in

1955. In 1983, Disney build their first international

park in Tokyo, Japan. In 1986, they were commonly

known as Walt Disney Company or “ Disney ”.

Their target group customers was on family and

children.

MARKETING ANALYSIS

Nowadays, Walt Disney Company is one of the

largest mass media and entertainment company in

the world with 12 amusement parks around the world

and more than 50 animated feature films. Other

than amusement park and an animation, they also

have resorts, media networks, Disney store and

cruise line. Walt Disney company faces a number

of competitors such as Universal Studios, 21st

century fox, Viacom, and Time Warner.

 Google Form
ARISARA (PREAW PROW) 1203

Surveys
What comes to mind when you hear the
word DISNEY?
WALT DISNEY
Others
(5)
Amusement Park
6.5%
(6)
7.8%

Mickey Mouse
COMPANY
Castle
(8) (29)
10.4% 37.7%

SWOT ANALYSIS

Strengths
- High quality of animation and parks
Princess
- Strong cash flow system
(29)
37.7% - Have creative and professional teams
- Brand name and logo are easily recognizable
75 Weaknesses
67 - Spent a large amounts of money on training their employees.
There are 77 people - Poor financial planning
- Vulnerable To Competitors
participated in the - Disney product designers have poor judgment which leads
survey based in Disney to lose many opportunities compared to its competitors.
50
MUIDs reveals Opportunities
that over 87% have - Disney decides to make a change in investing in marketing
- Partnering up with other company for benefits
been to Disneyland. - Disney is developing a new streaming service called “Disney+”

25 Threats
- High Expense with salary wages rising by the country’s law,
Disney could end up with lower profits.
10
- Better Products & Technology

0 MUIDS STUDENTS FAVORITE DISNEY CHARACTER

YES NO

What encourage you to watch

Disney movies?

Characters 51

Elsa Olaf Mickey

Movie Plot
Mouse
34

Based on the responses, most people said that characters and

animation was the main reason why they choose to watch Disney
Lesson 7
movie. While some also think that because Disney contain good
quality and an interesting movie plot.
Quality
30
CONCLUSION
Animation 43
In conclusion, I shall say that Disney is popular among people around
the world. Walt Disney company bring fairy tales and characters to
life. We can apparently see that Disney has their own uniqueness, such
Others
4
as the castle, princess, and fairy. Furthermore, Disney continue to
produce more animation and increase the number of amusement
0 2 4 6
0 0 0
parks.
HOW SPACEX
REVOLUTIONIZING AEROSPACE
INDUSTRY?
INTRODUCTION
IIt is a private aerospace company

founded by Elon Musk (The same

perosn who founded Tesla

automotive). Their goals are to

developing resources and

technology which enabling human

to colonize other planets.

TARGET CUSTOMER
Any Government or an

organization that wants to

perform space operations for an

affordable price.

HOW?
After SpaceX successfully launched their very first

rocket, "Falcon 1" into the Earth's orbit , Elon has led

aerospace industry to the new era. He also introduce

the cheaper rocket launch. In addition it also make

the space operation become more accessible. Also

the rocket itself is reusable. Within the year,

aerospace industry got hype after SpaceX launch

Falcon 1. Currently many competitors both local and

global start to show up (not as advance as SpaceX).

 ANALYSIS
2.Weakness
1.Strength
A tremendous amount of money invested in the
Computer technology
research and development                               
Rocket system is reusable
It profit rely solely on the successfully launched
3. Opportunity:
rocket 
A. No advance competitors
4.  Threat:
B. NASA agrees to send astronauts to International
Raw material price has increase
space station (ISS)
SpaceX competitor could invest into reusable

space vessels with ease

CONCLUSION
To conclude, SpaceX has build its reputation not only in

the aerospace industry, most people also st least heard

of it. By asking MUIDS students and others to do the

survey, I conclude that SpaceX has done something that

their competitor could not. It has become the first-ever

private company to launch the rocket to Earth’s orbit and

return. Most people will recognize SpaceX product such

rockets
 How did Discord suddenly became a popular
telecommunications application among gamers?

Introduction
Discord is a proprietary freeware voice-over-internet-
protocol (VoIP) application and digital distribution platform
designed for video gaming communities, that specializes
in text, image, video and audio communication between
users in a chat channel. Discord runs on Windows, macOS,
Android, iOS, Linux, and web browsers. Discord's initial
release was on May 13, 2015, and as of July 21, 2019,
there are over 250 million unique users of the software.
Target Audience
Gamers
Gaming communities
Teens and adults who seek for a telecommunications
application that further suits their youth and preferences
Company vision - "We built Discord to bring gamers
together"
Company mission - "Gamers, nerds, moms, dads,
engineers, designers, marketers, support. Discord is a
small group of passionate gamers whose mission is
to bring people together around games. Diversity and
inclusiveness are a critical part of how we get there.
We believe that with diversity comes a better product,
better decisions, and a better work environment.
Everyone here is committed to making Discord
representative of the world we want to live and play
in."

Strength
Services are free except those restricted as premium features
Easy to access and download
Successful in aligning and collaborating themselves with renowned video game
corporations
Users are given sufficient freedom and space to explore and roam free

Weakness
Due to lenient rules and regulations for terms of usage combined with immense freedom and space within
communities lead to problems with hostile behavior and abuse within chats. These issues derived from chat servers
being taken over by a large number of users. This may lead to servers being flooded with controversial topics related
to race, religion, politics, and pornography, which can be inappropriate and illegal.

Opportunities
Video games industries and eSports (electronic sports) are constantly growing. Significant growth in both terms of
viewership and revenue has been reported over the years. Since 2016, there has been a significant increase in
eSports viewers – both occasional viewers and enthusiasts i.e. viewers who watch it regularly. Between 2016 and
2017, there was a 19.3% increase year over year. In 2017, there were 192 million casual viewers and 143 million
enthusiasts, making a total of 335 million audiences. In 2018, the year-over-year growth rate had slightly dropped at
13.8% although that’s still a sizeable increase. In 2018, there were 215 million occasional viewers and 165 million
enthusiasts. So the total audience size grew to 380 million. By 2021, Newzoo predicts that the annual growth rate will
be approximately 14%. They also predict that the number of casual viewers will grow to 307 million. And that there
will be 250 million eSports enthusiasts, making the total audience 557 million. Discord can utilize this by collaborating
with trending video games corporations or broadcast these eSports competitions to attract viewers who will most
likely become their future potential customers.

Threats
Because of the gaming industries and eSports significant growth, there are possibilities that in the future there will
be more rivals with similar product and service who will compete with Discord.
Since Discord is digital software, it's always vulnerable to cyber attacks such as hacking, distributed denial-of-
service (DDoS), Trojan, etc.
Brand competitive analysis
There are several competitors of Discord who have similar
products and services. The 3 major competitors of Discord
are Skype, TeamSpeak, and Ventrilo which all serve as voice-
over-internet-protocol (VoIP) applications, digital distribution
platforms, and telecommunications applications. In fact,
these software were created and released before Discord
even started. However, due to their different marketing
strategies and target group, Discord manages to dominate
in the gaming communities by focusing on satisfying this
one specific target group. The brand competitive analysis
illustrates that when it comes to the needs and wants of the
gaming communities, Discord has them all while other
similar software that focuses on a broader scale of target
groups do not.

The survey was designed not only to identify the most preferred Marketing Survey
communication software for people who play video games but
also to distinguish the difference in varieties of games they play
ranged from single player to online multiplayer, and their
frequency of gaming. Survey also asks participants to state their
reasons for using specific software over other available
alternatives.

Brand Analysis
Even though some participants who participated in the survey
do not play video games, the majority of participants do.
Observed from the brand competitive analysis, we can see that
Discord performs better at satisfying the needs and wants of
the gaming communities while other similar software that
focuses on a broader scale of target groups do not. We can also
see that being reflected in the marketing survey. The majority of
those who play video games despite their gaming frequency
and the type of video games that they play prefer using Discord
over other available alternatives. This may be because of the
features that Discord is offering or the marketing strategies that
Discord is doing while other competitors do not.

Conclusion / Recommendation
Discord rapidly won the hearts of gaming communities because
it only focuses on these specific target groups while its
competitors focus on a broader scale of target groups. Discord
is currently famous and widely used within the gaming
communities, however, this may not last. Due to the consistent
growth of video games industries and eSports, other
entrepreneurs will always be looking for opportunities to enter
this industry and will eventually become Discord's competitor.
Therefore, Discord should be constantly improving and make
sure that they are always ahead to their rivals by making
investments, more collaboration with video game corporations,
advertisement, support the expanding eSports industries, more
customer surveys to further satisfy their needs and wants, etc.

Reference
https://discordapp.com/
https://en.wikipedia.org/wiki/Discord_(software)
https://bstrategyhub.com/how-does-discord-make-money/
https://influencermarketinghub.com/growth-of-esports-in-2019-stats/
https://www.feedough.com/how-does-discord-make-money-discord-business-model/#Discord-vs-Skype-vs-TeamSpeak
 TIMOR 1101 PRESENTS

WHY IS
LV IN
ESPORT?
LUIS VUITTON IS TAKING A BIG STEP INTO THE WORLD OF
ESPORT. TODAY, DEVELOPER RIOTGAMES ANNOUNCED A NEW
PARTNERSHIP WITH LOUIS VUITTON THAT WILL SEE THE
FAMEDFASHION HOUSE DESIGN LEAGUE-THEMED ITEMS FOR
BOTH IN THE GAME AND IN THE REAL WORLD. THIS CONFLUENCE
OF GAMING AND FASHION MAKES A LOT OF SENSE AS LEAGUE
HAS BECOME SOMETHING BIGGER THAN JUST A GAME. THE
STRATEGY TITLE IS APPROACHING ITS 10TH ANNIVERSARY THIS
YEAR, AND RIOT SAYS THAT IT’S “THE BIGGEST PC GAME IN THE
WORLD” WITH MORE THAN 8 MILLION DAILY PLAYERS.
INTRO
IN FEBRUARY 2019, NIKE ANNOUNCED ITS PARTNERSHIP
BECOMING THE OFFICIAL SHOE AND CLOTHING PROVIDER OF THE
TOP ONLINE GAMING  LEAGUE IN CHINA ONLY. THE SEASON
CULMINATES IN THE 2019 SEASON WORLD CHAMPIONSHIP IN
EUROPE, WHICH MARKS THE DEBUT OF NEW NIKEUNIFORMS OF
THE CHINESE TEAMS, THE PATTERN IS  ALSO A NOD TO THE
SUMMONER'S RIFT —  THE MOST COMPETITIVE BATTLEGROUND IN
THE LEAGUE OF LEGENDS WORLD.
MAIN COMPETITOR: NIKE
 TARGET GROUP
LEAGUE OF LEGENDS  IS FUNDED
THROUGH MICROTRANSACTIONS USING RIOT
POINTS (RP). RP CAN BE USED TO PURCHASE
CHAMPIONS, CHAMPION SKINS, WARD SKINS,
SUMMONER ICONS, EMOTES. WHICH
REQUIRE HIGH PAYING PLAYERS THAT ARE
DEDICATED TO THE GAME. WHICH GOES
RIGHT INTO LV TARGET GROUP WHICH HAVE
HIGH BRAND LOYALTY AND HAVE THE
MONEY TO PAY FOR THEM.
SWOT Analysis
Strengths
- MASSIVE ACTIVE PLAYER BASE
- HIGH PAYING CUSTOMER
- DEDICATED FANS
Weakness
- LIMITED INFRASTRUCTURE
- LACK OF EDUCATION
AROUND PROFESSIONALISM
-NO REGULATIONS OVER THE
OWNERSHIP OF DATA
HOW LV POSITIONS ITSELF IN
THE MARKET?
AS LOUIS VUITTON IS THE SOLE HIGH END
DESINER BRAND THAT IS IN THE ESPORT
MARKET. THIS PUTS THE BRAND IN A VERY
GOOD POSITION FOR ITSELF BECAUSE THEY
DON'T HAVE TO WORRIED MUCH ABOUT
COMPETITORS. THIS ALSO MEANS THAT LV
WILL HAVE A MORE IMPACTFUL BRAND IN
THE COMMUNITY SINCE IT'S THE FIRST OF
IT'S KIND TO OPENLY PARTNERED WITH
ESPORTS COMMUNITY AND MARKET.
MARKETING SURVEY
AFTER SURVEYING IN THE LEAGUE OF
LEGENDS COMMUNITY IN MUIDS. I HAVE
FOUND THAT THE MAJORITY OF PEOPLE
WHO HAVE PLAYED LOL PAYED FOR
COSMETIC IN THE GAME AND FUTHER MORE
THE MAJORITY OF PEOLE IN THE
COMMUNITY ARE CONSIDERING TO BUY THE
LV X LOL COSMETIC IN THE GAME DISPITE
THE HIGHER COST THAN NORMAL RATES.
THIS SHOWS THE DEDICATED PLAYER BASE
OF LOL THAT CAN SUPPORT HIGH COST.
Oppotunities
- STRUCTURAL & EFFICIENCY PLAYS
- NEW PAYMENT OPERATIONS
- PROFESSIONALISM
Threats
- SEGMENTED FANBASE
- GAME DISRUPTION
- HEALTHY LIVING ADVOCACY
CONCLUSION
IN CONCLUSION, LUIS VITTON APPROCH THE
UNTAPPED MARKET OF ESPORT, WHILE
OTHER BRANDS LOOKS AT THEM IN SHAME
DEAMING IT NOT A REAL SPROTS. THIS HAS
MADE AN IMPACT ON THE ESPORT
COMMUNITY IN THAT THEY ARE THE FIRST IN
THEIR KIND TO DO SO, MAKING THEIR
MARKETING DECISIONS A SUCCESS.
 HOW DOES INSTAGRAM IMPACT ON THE
MARKETING OF THE TOP BRANDS ?
Instagram, a free, online photo-sharing application and social network platform, acquired
?
by Facebook in 2012. Photos and videos can be uploaded onto your account easily by using

the application in your mobile phone. The posts of people you follow will appear on your news
INTRODUCTION

feed immediately. Therefore, Instagram is getting more popular and it is a great platform to

be promoting products and keeping you up to date.

There are many applications with similar functions as Instagram, such as Pinterest and

Flickr. However, Instagram is still the application with the most number of users. Recently,

there are more than 500 billion active users in a day, which 55% said that they check their

Instagram more than once a day. The statistic stated that 75% of the customers using

Instagram are ages between 18 and 24.

The new research reveals that more than 40% of 100 top brands are having an official
Instagram account. (Moth, 2012) Instagram is an amazing platform that can help customers

MARKETING ANALYSIS
to see the products of the brands by posting pictures, videos and stories in a creative and
attractive way. Moreover, the engagement is 70% higher than Facebook.
By category, the brands having the most success on Instagram are in the luxury
category, including names like Tiffany & Co., Audi, Hermes, Gucci and Mercedes-Benz;
Burberry has more than 450,000 followers. These luxury brands have already begun taking
advantage of this highly visual medium. They have a large and devoted following who are
active on social networks. These brands have big budgets for quality and creative
photography and videography. Their target audience is 3 out of 4 luxury shoppers have a
smartphone which heavily influences their buying decisions. (WebFX)
On Instagram, many strategies are used to help the brands promote the products and
increase its sales, for example, using hashtags and letting Superstars and people who have
got lots of followers to post their pictures with the product. When the hashtags are written
under the post, people will be able to explore the brand’s posts through the hashtags. It is
one of the ways to let the customers see the brand’s products and it can gain more buyers.
Moreover, having the superstars or people who have many followers to promote the brand
can also be a great way to spread out the new products. For instance, Kylie Jenner is paid
around $1.2 million (£960,000) for a single post on Instagram, which she has more than 141
followers. This is a great way to expand out the information about the goods of the brand.
Some say fans may change their behavior or opinion based on the post's content, when the
celebrity they idols may only have been posting it for money. Therefore, this is one of the
methods to increase the sales.
 According to the survey I did, 33 responses are made. It shows that 32 people are

using Instagram, followed by 11 people having Pinterest. They are both platforms for posting

pictures and let your followers see the photos. However, there is a large gap between the
MARKETING SURVEY

two, which can be said that more people are having Instagram accounts and Instagram is

more popular. The second question asked is about the advertisement they have seen

regularly in the application. Most of them said that clothes commercials are the number one

presented on the feed, followed by food and cosmetics, respectively. Moreover, 60.6%

reveals that they used Instagram as a platform to search for the products they look for and

reading comments and reviews can help them to make decision easily. Lastly, most of the

participants are following the official brand account, such as Gucci, Adidas, Givenchy, and

others.

From the survey and the research, the same information is presented. Instagram is an

application that most people use and it can be used for many purposes. One of the benefits

BRAND FOCUS
of Instagram is used to find reviews and details of the product. Furthermore, most of the

brands created their own Instagram account to present and release their product as a form

of photos and videos. They do not only post their goods, but also the videos of activities or

something that relates to their brand. For instance, Gucci, the most popular brand on

Instagram, post images that are simple and bright, always keeping in mind that most viewers

are checking the site from their smartphones. Their mix of celebrities, products and

conceptual images keep their feed fresh and fun. In addition, Instagram has lots of features

allowing the brands to promote their products easily by pasting hashtags below the picture or

hiring models to post their picture with the product onto their own account. These strategies
can absolutely help the brand with their sales.

CONCLUSION AND RECOMMENDATIONS

Instagram is used as a platform to connect customers and the brand. As more people are activating
on Instagram, the sales of the brands may increase by having its own account to present their new released
products on Instagram. Therefore, it would be better for the brand to keep on continuing using their
Instagram as a connection between the brand and the customer.

Praew Ponthapthong 1107

 RESEARCH REPORT
CAN UNDER ARMOUR SURPASS
NIKE?
Student Name Class Experiment Date

Guy Marketing 12/12/2019

INTRO
Under armor was produced by a former captain of a football team of America’s
college team name Kevin plunk. That time he was 23 years old.Headquartered in
Baltimore, Maryland, in Europe, the office is located at the Olympic Stadium.
Amsterdam Netherlands In addition, other offices are located in Denver,
Colorado, Hong Kong, Guangzhou, China, Jakarta, Indonesia. And the city of
Toronto Canada. Under Armor began producing shoes in 2006.

ANALYSIS UA VS NIKE
Under Armour is very new in sport company
however from the knowledge of their producer,
Under Armour was be able to make a good
quality of product in such a short year and in
2019 Under Armor can surpass one of the
biggest brand such as Adidas. However; Nike
isn't a good and easy opponent that will let
them easily surpass. Nike has a long history
even many supporter, they have fail and rise
again many time until they can fullfill the wish
to their customer.

As you can see from the photo Nike has a decreasing trend even though Nike
has a unit of Billion and for Under armour, They selling product increase every
year and that make everyone think that if this still go on under armour would
lead the top in a few years.
 Survey (24 participants)

Prefer Nike or Under Armour? Product they usually buy Quality

20 20 15
15 15
10
10
10
5 5
5
0
0 0

irt
s
NK UA NK UA
oe

Sh
Sh

These are the survey from 24 participants from my class mate and they they tend choose Nike, also do I.
The product we mostly buy from these two brand are shoes and sport shirts. However we choose Nike more
than Under Armour, the quality between two product aren't difference much.

SWOT ANALYSIS
NIKE Under Armour

CONCLUSION
In cnclusion Nike was a Big brand that has been support
and very experienced in sport however Under armour are
a big new comer that grow very fast, with this rate of
growth and connection UA has, it might surpass Nike in a
few decade
 VETEMENTS
​VETEMENTS​ was started in 2014 as a French clothing and
footwear "design collective" and brand was founded by Georgian
fashion designer Demna Gvasalia and CEO Guram Gvasalia in
2014.
VETEMENTS​ founder
goal is luxury clothes to be worn, not
mothballed; product that is desirable
without losing its integrity as something
practical.

The ​VETEMENTS​' main

competitors are Gosha Rubchinskiy
and Off-White as they're all midway
between everyday streetwear and luxury, high-end fashion;
offering similar, minimal garments along with
more feminine, formal wear.

VETEMENTS​ target is a person who

likes to use everyday streetwear and luxury,
high-end fashion clothing.

MARKET ANALYSIS

VETEMENTS​ is on fire in year 2017. Through its

many collaborations, Vetements has linked
themselves to a diverse group of brands that all have a strong
history behind them. Throughout their collections, Vetements has
created garments and accessories in collaboration with Levi’s, Juicy
Couture, Manolo Blahnik, and Dr. Martens, to name just a few; for
its S/S 2017 collection, Vetements collaborated with 18 brands in
total. So, it make Vetement has more credited to raised up their
brand to be street high end.
CONCLUSION

VETEMENTS​ highly utilitarian, humor-tinged collections

have made quite the impression since their founding in 2014.
Although Demna Gvasalia have certainly acted in ways that have
earned Vetements the title of ‘disruptor,’ they’ve also show that they
are embracing the past as a means of moving forward. Demna
himself summarized the discrepancy between his deeds and how
they’ve been perceived by stating that “disruptor is one of those
kinds of words like cool. We didn’t really plan to disrupt anything, we
just wanted to do it our way.” As a newcomer, it is hard to tell where
Vetements’ future lies, and to what extent they will continue to rattle
the industry. Their compelling mixture of new and old, modern and
historical, is certainly worth following and re-assessing in the
coming years.
FROM MARKETING SURVEY

VETEMENTS​ collaboration with ​Reebok’s​ shoes.

From 20 participants, 60.6% of people know ​Reebok’s​, and 39.4% of people know ​VETEMENTS ​by
collaboration with Reebok’s.

So, it makes people know what brand is ​VETEMENTS​, while they collab with ​Reebok​.

VETEMENTS
collaboration with ​LEVI’s ​jeans.

From 20 participants, 76.9% of

people know​ LEVI’s​, and 23.1%
of people know ​VETEMENTS ​by
collaboration with LEVI’s.

Also with ​LEVI’s​ jeans, people knows ​VETEMENTS​ by collab with big brand like ​LEVI’s​.

Pol 1105

people prefer Apple while there other alternative
Introduction
People generally
choose Apple product for
such as iPhone, iPad, and
Mac books. However, it is
surprising that people are
willing to pay a hefty price
to be in the Apple's Eco-
system. While there are
competitor such as
Samsung, Huawei, Xiaomi,
and Google, that also sell
in the same market with
lower price point.
Target Audiences
People who want a premium
phones
Brand, and status
Products that work well
together with Eco-system.
People who care about their
privacy
APPLE
Why
Main Competitors
Samsung is a competitor on
smartphone with their Galaxy and A-
Series line-up. Which attracted
people who have a lower income due
to it values
Huawei is also a good competitor
because their smartphone also pair
up with Leica as one of the best
camera, resulting in one of the best
phone camera to go against Apple as
they attract more customer who into
phone-photography.
Google with their Pixel line up was
made to fight off iPhone with the
software update. They are ensure
that the phone will get a good
amount of time to get support like
iPhone with 5-6 years software
update. Which fix the reason people
switch to iPhone due to frequency
security update and more make it
last longer than normal 2-3 years
mark.

SWOT
Strenght
Some of the product such as
an iPad still one of the prefer
products.
IOS usually the best at app
optimization which benefit
the user
Best known for privacy
Weakness
Sometime can be too
expensive or over-priced.
Perfecting other than being
innovative
Some feature can make user
struggle for a while.
Product can be worth more
than what you get.
Opportunities
Make the product to be able
to connect to other product
rather than Apple’s product
Make the product more
worthy of it price because
then it will be easier for other
to give advice for other to buy
them, The product will also
be more instresting for some
of the costumer.
Threats
The cheaper phones, laptops
are starting to be better than
it used to be, and come with
a much cheaper price like
OnePlus, Oppo, Vivo, and
Xiaomi.
Market Survey
According to the survey about using Apple
product for grade 12, most people buy the
product due to the brand, and quality.
However, they also say that it was over
price, as in the second survey 70% voted
that it not worth the price. This also show
that with such a high brand loyalty,
customers are willing to buy the product
that
Brand Focus
People usually but Apple products due to their
preferences, quality, and brands. The brand
position themselves  in one of the top ranking
smartphone industries, and because of the
brand loyalty with many customer that are will
to buy the product even though that the price
might be expensive or over priced.
Conclusion
People will pays heavy price just to get an
Apple products, but things we get in
return sometime leave more to be
desire. So in future, it would be nice to
get things in return  that is worth the
price we pay.
 Why Starbucks sells many
merchandise?
Introduction
Starbucks continues publishing different collections and many
types of merchandise even in every festivals or for each
country’s events although their core business is selling foods
and drinks. There are Coffee- and tea-brewing equipment,
mugs and accessories, packaged goods, books and gifts. They
create new designs for all merchandise to adapt in every
festivals such as Christmas, Lunar New Year, Valentine,
spring, winter, summer, and autumn seasons. These festivals
collection also change every year. They also have a collapse
between brands such as Paul & Joe, and Alice & Olivia. For
all of these merchandise, there are some reasons behind
them.

competitors = Some coffee Target = Young adults

companies also sell merchandise aged 18 to 24, total 40
although their focus is on selling percent of Starbucks’
food and beverage. sales. Kids and teens
1.Costa coffee aged 13 to 17 are also a
2.After you large part of Starbucks’
3.Cafe Amazon target audience.
Marketing Analysis
First, they create Starbucks experience by encourage people to use
their merchandise and make them get into our daily life since we
wake up, working or studying util we back home. Secondly, they
make people care more about environment by using reusable cups.
From 2013 to 2018, people increasingly use their own Starbucks cup
for 2,500,000 people. The third one is reflecting their innovation.
They are creating the touch point between brand and customers by
releasing new collections which is more interesting like the new
one that the containers can change their colors from temperature.
Next, they put more value on those merchandise to let customers
express their styles and personality through those designs and
represent the brand at the same time. The last one is changing
customers to Evangelist. Every time Starbucks release new
collection, there will be fan clubs who continue supporting them;
some people definitely became collectors. As they have the more
Evangelist, the more benefit they got, because those Evangelist will
always spread the news  and also protect the brand at the same
time. This is why those merchandise are more than a simple
souvenir but it is very important for Starbucks.

Mimi Jeeraphat 1105

 Marketing Survey

This survey proved that most people think about Starbucks

when they think of merchandise and souvenirs.

This graph showed that people are attractive to Starbucks

Brand Focus through their merchandise which related to the theories
Starbucks has a strong coffee recipe mentioned above.
and variety collections of
merchandise. For exampke,
collaborating with with Paul & Joe,
and Alice & Olivia.

Its merchandise also in trend for every festival such as Lunar

new year, Christmas, valentines, and seasons.

Starbucks has high loyalty becuase they maintain the

same quality for every branches.

Conclusion and Recommendation

In the conclusion, Starbucks is successful on releasing new

collections of merchandise over and over and become very
well known around the world. I think they did pretty good
and I have nothing to add on.

Mimi Jeeraphat 1105

 NAKANO, NAKANO KU, TOKYO

TOEI ANIMATION
By : Walaipan Sirithanyakant (Jennie) 1104

WHY ANIME
PRODUCED BY
TOEI ANIMATION
STILL POPULAR
AMONG THIS
TIME?
Nihon Doga
Nichido Eiga
Toei Doga
Toei Animation
BACKGROUND
By Kenzō Masaoka and Zenjirō Yamamoto

Kenzō Masaoka and Zenjirō Yamamoto has established Nihon Doga

Located in Kyobashi, Tokyo in 1948 as a animation production
company, and then they changed a name to Nichido Eiga. Next 4 years,
Toei company purchased Nichido Eiga, renamed into Toei Doga, and
created 1st short animation named ‘Little Kitty’s Graffiti’ in a next year.
Then, they started 1st TV animation series called ‘Ken, the Wild Boy’ in
1963. In 1981, they began a TV animation series named ‘Dr.Slump Arale-
chan’ which targeted for 5 years old kids and became popular. They
started new project of TV animation series named ‘Dragon Ball’ in 1986,
followed by ‘Sailor Moon’ in 1992 which both gained very good
responses. Then, they changed the company name to Toei Animation
since 1998, and now they relocated the company at Nakano, Tokyo. All
animation produced by Toei Animation company are targeted mostly
for 5 and 10 years old children, even though now its popular in all ages.

s Strenght
good at keeping an information
in secret
animation suit to every person
w Weakness
reflect domestic orientation of
Japanese media company
not widely known around the
in all ages world
have a unique picture that be
easily to remember

o Opportunity
has emerged in a TV field
program licensing in Europe,
Africa, Middle East
t Threat
Studio Ghibli company is bigger
and more famous
more competitors
most animation become popular
(ex. Dragon ball, Arale, One-
piece)
 As you can see the chart, most adults and adolescents
One piece
Dragon ball know every animation from Toei Animation through the
Sailor moon
Toriko
electronic devices such as television or social network.
Doremi
Slam dunk
Because Toei Animation has established since 50s, so
Ikyu-san absolutely that most adults whose age more than 40 years
Arale
Pretty cure will know these animation. But why adolescents also know
Saint seiya
Digimon those animation too? When they were young, they mostly
spent their time to watch TV, and a TV program that they
watched the most are cartoon programs including
Modern9 cartoon or Cartoon Network. In this TV program,
TV station will choose cartoons or animations that suit to
kids’ age, and plus with in that time, there are less
animation company compared with present day, so it
means cartoons showed on TV screen are mostly from Toei
Animation company.

IDENTITY
Toei Animation

Toei Animation is famous for cartoon content that

Even though Toei Animation has established for
more than 70 years, Almost every animation has
a really good respond which makes this company
has an income more than 10000million for each
animation(especially a popular animation.) For
example, Dragon Ball animation that made
income for company around 6.4billion in 2017.
has gathered all of genre such as comedy, action,
or drama into one animation which make it to be
more interested than other animation, plus with
simple characters design that makes kids can
remember it so easily. Moreover, most animation
made by Toei Animation are not end yet, including
Dragon Ball or One-piece, which make people still
continued watched and followed an animation.

WALAIPAN SIRITHANYAKANT
 WHY OFF-WHITE
IS POPULAR IN THAILAND ?

INTRODUCTION

- luxury fashion brand label found by American

designer
- has 49 independent stores over the world
- the brand clothing stylized with quotation, zip MARKETING
ties and 4 arrows that across ANALYSIS
-- #offwhitethailand has over 400,000 followers

- One of the biggest rival is #supremethailand which has 500,000

followers on instagram

- The target audiences are teenagers who like street brands and
skateboarders who want to look cool.

- Compared to other fashion brand in Department Stores like Siam

Paragon, Off White was put in the position of the more expensive brand,
pricing around 17000-25000 baht per product. The level of price may also
convinces people to think that the product is of high quality.

- The designer Virgil Abloh, owner of this brand, is considered one of the
most famous designer in the world, having over 4.6 million followers as
of 2019. He also worked at Louis Vuitton and have designed countless
masterpiece before. Most people who bought from Off White also knew
of Virgil.

OFF-WHITE
 BRAND EQUITY

High price due to high production cost of quality materials.

Logo is simple, but have deep meaning.

The arrow expanding outward represent
BRAND
freedom and make the brand look larger
IDENTITY
and most of the customer knew the
meaning of this logo. This make the
customer willing to invest into the brand.

From the survey, one of the brand

personality is luxurious because people who
buy from the brand hope for expensive and
BRAND
high quality product. Another brand
personality is stylish because people expect
PERSONALITY
the brand's design to be stylish and unique,
and are attracted by the brand's logo. The
designer of the brand is known to be a very
free and creative designer and most
perceive it that way.
 SWOT ANALYSIS

Strength = unique design from famous designer

Weakness = lack of branch in Thailand, high price for teenagers
Opportunity = increase in wealthy teenagers
Threats = supreme rival brand, Thailand's shift towards elderly society

SURVEY
 Conclusion

Off-White is famous in Thailand because of the fame of its owner and the
uniqueness of his design. Even though, there are obstacles such as the
supreme rival brand and the inconvenience of Thai society, the brand
uses its style and luxury to overcome them and persists as one of the
most famous accessory brand in Thailand.
 TRAVIS SCOTT X NIKE

How Nike x Travis Scott

became successful
INTRODUCTION
Nike is a sports brand and American corporation that is engaged in
the designing, development, manufacture of footwear, equipment,
service, and accessories
Nike's competitors are Adidas, Puma, Reebok and Under Amour.
Nike tarket customers are male base and nike has 31% of the global
athletic footwear market and the statistic shown that Nike target
age group is 15-40 years old.

Travis Scott is a famous American rapper singer and

producer. His most popular album is Astroworld and his most
popular song is Sicko mode.
Travis Scott tarket customers are male between 18-25 age
group that are interested in rap, hiphop and trap music.
 MARKET ANALYSIS
SWOT Analysis Brand Competitive Analysis
Strengths - Nike is famous for Nike is the biggest seller of the
quality product of sport athlete foot wear, it have a lot of
clothing and it have more than customers group but still Nike
700 store across the room. Nike have a lot of competitor. Nike
had exceed 19 billions in has low production cause
which is good for the company
revenue in 2018 
but the wage is too low for the
Weaknesses - Nike had spend
labor. Nike sponsor with many
more than 1 billion in
famous athletes and artist with
advertising and Nike is not
a commonly known trademark
providing a good condition for "Just do it"
the labour.
Opportunities - Nike has a lot of
growing market and the
company is growing very fast.
Nike has a lot of sponsorship
and agreement.
Threats - Nike has a lot of
competititors such as Adidas,
Reebok, Under Amour and
Puma.

Differentiations and Strategic Orientation  

Nike’s Generic Strategy Nike’s Intensive Strategies

Nike use a cost leadership
generic strategy by
reducing the production
cost to the least to
maximising the profit.
Nike also reduce it’s
selling price of athletes
shoes and sport wears to
promote the brand and
increased it popularity
Nike focus on product
development  to create the
uniqueness in the new
product and increase the
market growth. Nike promise
to create a new design and
new products according to
user preference. Nike
intensive strategy is to
increase it market share.
 MARKET SURVEY

ANALYSIS & CONCLUSION 

According to the survey , I have examined the result and have
come to a conclusion in which Nike and Travis Scott are popular
among teenagers and they have the same target customers
age group in 15 - 30 line. Nike have been showing a great
quality product along with it cheap price, while collapsing with
Travis Scott make the product even more outstanding to every
other sport footwear brand. This help Nike in promoting the
brand and create an outstanding uniqueness toward other
footwear brand. Most of the fashion styled shoes in the market
fail to provide comfort in daily use to the customers, instead
Nike took the opportunity and let many famous artists design
the shoe while Nike provide comfort and quality. Nike business
plan went well and collapsing with Travis Scott became
successful .