Krating Daeng

Strategic Brand Management
Manish Chauhan
Patikarn Chuenchomeboon
Sara Faizpour
Kitchaporn Rojprasithporn
Anjani Kumar Singrodia
Team Six
Background
Positioning / Thailand
Positioning / International
Background
Krating Daeng
The Challenger Brand
Monster
Masculine, lower-middle, energy drink positioning in Thailand.
Only Targeting Men
Women: Untapped Market
62.3%
11.3%
26.4%
New Target
Female 2035
Current Target
Male 2559
Target Audience
The chosen Segmentation:
Demographic:
Women 2035
Low-middle Class High-middle Class
Geographic:
Urban / Suburban
Behavioral:
Feminine, Influential, Tech Savvy, Frequent Shopper, Trendy, Sociable.
Students or Young Professionals.
Commuting by Public Transportation or Eco Subcompact owned cars.
Psychographic:
Urban Achiever
Personas
Student
Age: 20
College Senior
Major: Liberal Arts
Goal: Be more focused
for school studies
Namcha Nina Palapa
Young Professional
Age: 25
Assistant Brand Mgr
Company: P & G
Goal: Networking + Nightlife
Young Mother
Age: 32
Housewife
Son: 5, Daughter: 6 months
Goal: Be more energized
for household tasks
Insight
Female Urban Achievers
There is always motivation among
women to overcome the educational,
professional, and personal challenges
in different stages of their lives.
Success is not a privilege and its achieved
through hard work & determination.
Brand Ambassadors
Student
Age: 26
Iconic & Accomplished,
Make-Up Artist
Determination & perseverance
Amata Chittasenee Milin Yuvcharuskul Nongyaow Sae Sol
Young Professional
Age: 31
Thai Fashion Icon,
Founder of Milin
Portrays female urban lifestyle
Young Mother
Age: 35
Mother, Actress
and Business Woman
Personal and professional life
Brand Promise
To Female Urban Achievers
Empowering aspirational women to challenge
traditional conventions and achieve their full
potential in educational, professional, social
and personal aspects of their lives.
Brand Belief
In Female Urban Achievers
Success and high social status of Thai women in society can be achieved
through perseverance, determination and hard work, which is in perfect
harmony with Krating Daengs true story of success.
Functional Benefits
Energizing, Refreshing, Healthy and Invigorating.
Attributes
Modern, Trendy, Hip & Unique packaging design that Thai women can relate to.
Signature taste for the 3 product categories.
Brand Personality
Aspirational, Unconventional, Progressive and Exhilarating,
with a sense of cultural appreciation.
Brand Positioning
Krating Daeng
For aspirational and committed women who
seek personal, educational and professional
achievements in Thai society, Krating Daeng
empowers them to persevere and accomplish
what is most important to them. Because only
Krating Daeng believes in womens true
potential in their journey to success.
Creative Brief
Krating Daeng
Target Audience: Women 2035, Urban Achievers

Insights: There is always motivation among woman to overcome the educational,
professional, and personal challenges in different stages of their lives. Success is not
a privilege and its achieved through hard work & determination.
Current Mindset: Krating Daeng is associated as a masculine, lower-class, and
old-fashioned functional energy drink.
Brand Promise: Empowering aspirational women challenge traditional
conventions and achieve their full potential in educational, professional, social
and personal aspects of their lives.
Main Idea: Hit the Goal
Creative Brief
Krating Daeng
Reasons to Believe: Krating Daengs inspirational story of success.

Desired Mindset: Refreshing, energizing, modern, trendy choice of energy
drink targeting women as urban achievers.
Brand Personality: Aspirational, Unconventional, Progressive and Exhilarating,
with a sense of cultural appreciation.
Executional Mandatories:
Packaging Re-design/Logo Adaptation
Advertising (Print Ads(Magazine), TV, Radio, Mobile, Billboards)
Website
Social Media (Facebook, Instagram, YouTube)
Website
Responsive Website
Membership Login
Social Media Streams
Lifestyle Features
Traditional Channels
Print
Magazines
Billboards
Urban Areas
TV
Lifestyle Channels
Advertising Plan
Social Media
Radio
Campaign Strategy
H1 H2 H2
Q1 Feb-Apr
Intrigue Campaign
Public Relations
Launch Events
Social Media
Q2 May-Jul
Commercials
1st Social Media
Competition
Promotions
Print Ads
Public Relations
Q3 Aug-Oct
Commercial

Billboards

Social Media
Activation Event
Q4 Nov-Jan
Holiday Campaign
2nd Social Media
Competition
Promotions
Print Ads
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TO DO LIST
Nutritional Facts
Packaging Design
Three Product Categories
Taste of Victory
Taste of Spirit
Taste of Delight
Taste of Delight
KD
Taste of Spirit
KD
Taste of Victory
KD
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ACCOMPLISHMENTS
Nutritional Facts
Budget
Krating Daeng Budget (1st Year)
Estimated Cost Estimated Cost
Communication Strategy 1,000,000 $33,333
Packaging Design 300,000 $10,000
Media Production
TVC 6,000,000 $200,000
Print Visual 4,000,000 $133,333
Radio 50,000 $1,667
Out of Home 3,000,000 $100,000
Brand Ambassadors (3 presenters) 18,000,000 $600,000
Media Cost
TV spots 80,000,000 $2,666,667
Print (Magazines) 10,000,000 $333,333
Radio spots 2,000,000 $66,667
Out of Home 30,000,000 $1,000,000
Online 10,000,000 $333,333
Other Expenses 10,000,000 $1,190,000
Total 174,350,000 $6,668,333
http://www.ptcn.ac.th/ebook/pdf/4220001/pdf.pdf
Demographic of Thailand: 2014
Age Male Female Total
0 - 10 4,830,094 4,688,142 9,518,236
11 - 19 4,444,280 4,289,724 8,734,004
20 - 24 2,478,505 2,369,168 4,847,673
25 - 30 2,906,706 2,801,788 5,708,494
31 - 35 2,743,768 2,675,528 5,419,296
36 - 40 2,836,605 2,801,566 5,638,171
41 - 45 2,905,983 2,933,267 5,839,250
46 - 49 2,282,487 2,315,350 4,597,837
50 - 54 2,543,600 2,573,094 5,116,694
55 - 59 2,030,592 2,149,925 4,180,517
60 - 64 1,508,377 1,690,113 3,198,490
65 - 69 990,701 1,158,265 2,148,966
70+ 1,809,210 2,466,697 4,275,907
Total 34,310,908 34,912,627 69,223,535
Ofce of Thailand National Education Commission:
Thai Population
69,223,535
Women 2035 : 7,846,484 (49.16%)
Men 2035 : 8,128,979 (50.88%)
Total 2035 : 15,975,463
Assumption: Women dont feel connected to the
brand, especially the proposed target audience;
if we assume that men aged between 2035 are
our current target market, then targeting women
at the same age range would expand target
audience up to 96.52%.
Appendix
Thailands Population
Brand of the Year 2013

Online survey conducted by Mildshare and Millward Brown interviewing 500
consumers in Bangkok and other 2 major cities in Thailand last year. The
consumers were aged 18-39 with 1:1 ratios in genders. This survey called
Consumers Vibes, is a survey for Brand of the Year which consumers recalled
the most during last year in 11 categories.

u:uou (Mindshare )ua. ua:o u:u (Millward Brown)
1oa:ao:uo:uivuuu1nouuuaau1auu.a:un 2 ioau vaiun: Consumers
Vibes 1ou1n:a:a u:u Online Survey a:nuu1no 300 ou 1un:iuW
iu:1vuua.auunu uu:iuua:voa. 100 ou aoau:uua.vq:iu:q nu a:u.v:: 18-
39 u
iuun:a:a Brand of The Year iuuuuaua 1oun:aaun:uuu1no:uuuo
vaun:1vuui:unn:u:: 1uuna.vuovu 1ouu 11 vuovu

11. Brands for Thai people: Chang Beer and Krating Daeng are the two nations
brand representatives that Thai people usually recall, and have been in top 3
every year. Ichitan, climbed up the rank for the first time just last year.

Perceptual Map

Interesting Fact about Energy Drinks:

The energy drinks, as we know it, started in Japan. In the postwar period, amphetamines were
very popular until laws were passed to curb their use in the 1950s. Then in 1962, a company
called Taisho introduced Lipovitan D a legal, energizing tonic sold in minibar-size bottles. By
the 1980s, such vitamin-fortified, extra-caffeinated beverages were being regularly consumed by
Japanese executives struggling to get ahead.

Meanwhile, Japanese energy drinks made their way from Asia to Europe. Dietrich Mateschitz,
the international marketing director for an Austrian company that sold bathroom products,
discovered the supercharging tonics while on a business trip to Bangkok. In 1984, he quit his
job to partner up with the Thai manufacturer of a beverage made with caffeine and taurine called
Krating Daeng, and three years later he debuted a carbonated version of the same in his home
country under the Red Bull label.

Mateschitz brought his beverage to the United States in 1997, and the market for energy drinks
took off. Annual growth remains in the double digits, says Gary Hemphill, director of research for
the Beverage Marketing Corporation. Last year the category accounted for $11 billion in retail
sales. Thats despite the fact that the major brands Red Bull, Monster and Rockstar are
not so different from the standard colas that have been on the market for many decades. (All are
carbonated, caffeinated, sugary drinks sold in cans.) What really sets them apart, Hemphill
says, is the marketing: Its a product category thats been built around a premium price. From
an ingredient perspective, there are a lot of similarities. -nytimes

The link below consists of some interesting research, which presents energy drinks impact on
kids and its addictions.

http://www.nytimes.com/2013/12/08/magazine/who-made-that-energy-drink.html?_r=0

Perceptual Map

Important piece of information

Educated consumers do not agree that energy drinks are good
source of energy and nutrition.

Overall Similarity Method (Perceptual Mapping)

Add VITAMINS and MINERALS to differentiate itself from the market.

Recommendation

Add Vitamins and minerals and reduce the amount of caffeine by 20%, It will still be
termed as energy drink but with added functional benefits of vitamins and minerals.
Develop creative cans or bottles and highlight the added benefits for highly-educated
consumers.
High Sugar taste
Low Sugar taste
High Vitamins & Minerals
Low Vitamins & Minerals
Krating Daeng
Li povi t an-D
M 150
Carabao Daeng
Upgrade for more meaningful results: View all your responses and get powerful analysis. Get started! ]
Energy Drinks Survey
Analyze Results Collect Responses Design Survey
RESPONDENTS: 75 of 75 RESPONDENTS: 75 of 75
Question
Summaries
tt
Data Data
Trends Trends
UU
Individual Individual
Responses Responses
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Q1 Q1
0.00% 0
4.00% 3
80.00% 60
6.67% 5
8.00% 6
1.33% 1
Q2 Q2
PAGE 1
How old are you?
Answered: 75 Skipped: 0
Total Total 75 75
What is your gender?
Export Export Customize Customize
10-15
16-21
22-27
28-32
33-37
38 or more
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Answer Choices Responses
10-15 10-15
16-21 16-21
22-27 22-27
28-32 28-32
33-37 33-37
38 or more 38 or more
Home My Surveys Survey Services Plans & Pricing
+ Create Survey + Create Survey
Upgrade krojprasithporn
32.00% 24
65.33% 49
2.67% 2
Q3 Q3
6.85% 5
10.96% 8
28.77% 21
20.55% 15
19.18% 14
13.70% 10
Total Total 75 75
What is your monthly budget/income?
Total Total 73 73
Male
Female
Other
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Male Male
Female Female
Other Other
Less than
!5,000
!5,000 -
!10,000
!10,001 -
!25,000
!25,001 -
!40,000
!40,001 -
!60,000
!60,001 or more
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Less than Less than !!5,000 5,000
!!5,000 - 5,000 - !!10,000 10,000
!!10,001 - 10,001 - !!25,000 25,000
!!25,001 - 25,001 - !!40,000 40,000
!!40,001 - 40,001 - !!60,000 60,000
!!60,001 or more 60,001 or more
Q4 Q4
1.35% 1
6.76% 5
74.32% 55
16.22% 12
1.35% 1
Q5 Q5
How often do you consume energy drinks?
Total Total 74 74
What is the main reason you consume
energy drinks? (more than one answer)
Daily
Once a week
Occasionally
Never
Other (please
specify)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Daily Daily
Once a week Once a week
Occasionally Occasionally
Never Never
Responses Responses Other (please specify) Other (please specify)
To feel Awake
and Energized
To stay
66.67% 48
31.94% 23
29.17% 21
5.56% 4
8.33% 6
8.33% 6
Q6 Q6
17.14% 12
35.71% 25
25.71% 18
0.00% 0
5.71% 4
Total Respondents: Total Respondents: 72 72
Which brand of energy drink do you prefer?
Focused whil...
To mix with
Alcoholic...
To mix with
Non-Alcoholi...
To Recover
from hangover
Other (please
specify)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
To feel Awake and Energized To feel Awake and Energized
To stay Focused while working or studying To stay Focused while working or studying
To mix with Alcoholic drinks To mix with Alcoholic drinks
To mix with Non-Alcoholic refreshing drinks To mix with Non-Alcoholic refreshing drinks
To Recover from hangover To Recover from hangover
Krating Daeng
Red Bull Extra
M-150
Karabow Daeng
Lipovita-D
Other (please
specify)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Krating Daeng Krating Daeng
Red Bull Extra Red Bull Extra
M-150 M-150
Karabow Daeng Karabow Daeng
Lipovita-D Lipovita-D
5.71% 4
15.71% 11
Q7 Q7
28.00% 21
60.00% 45
37.33% 28
45.33% 34
10.67% 8
Q8 Q8
Total Total 70 70
What kind of drinks do you usually
consume apart from water? (more than one)
How would you rate the following tastes for
a refreshing drink?
Lipovita-D Lipovita-D
Soda
Coffee/Tea
Ready-to-drink
sweeten tea
Juice
Other (please
specify)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Soda Soda
Coffee/Tea Coffee/Tea
Ready-to-drink sweeten tea Ready-to-drink sweeten tea
Juice Juice
Bitter
Milky/Creamy
Bitter&Sweet
Q9 Q9
33.33%
25
20.00%
15
36.00%
27
8.00%
6
2.67%
2

75

2.27
25.68%
19
25.68%
19
22.97%
17
17.57%
13
8.11%
6

74

2.57
20.00%
15
25.33%
19
29.33%
22
24.00%
18
1.33%
1

75

2.61
8.00%
6
17.33%
13
33.33%
25
38.67%
29
2.67%
2

75

3.11
2.67%
2
17.33%
13
20.00%
15
49.33%
37
10.67%
8

75

3.48
4.05%
3
13.51%
10
16.22%
12
51.35%
38
14.86%
11

74

3.59
2.67%
2
5.33%
4
20.00%
15
61.33%
46
10.67%
8

75

3.72
What activites do you engage in on a
weekly basis? (more than one answer)
Sour
Sweet&Sour
Fruity
Sweet
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5
Strongly
Disagree
Disagree Neither
Disagree
Nor
Agree

Agree Strongly
Agree

Total Average
Rating

Bitter Bitter
Milky/Creamy Milky/Creamy
Bitter&Sweet Bitter&Sweet
Sour Sour
Sweet&Sour Sweet&Sour
Fruity Fruity
Sweet Sweet
Work Out
Shopping
Clubbing
Outdoor
Activity
41.33% 31
52.00% 39
9.33% 7
20.00% 15
61.33% 46
34.67% 26
62.67% 47
4.00% 3
Q10 Q10
?
How can Krating Daeng improve to suit
your preference? (Improve their
"Branding", such as color or logo)

Showing 44 responses
Activity
Dining Out
Traveling
Studying/Workin
g
Other (please
specify)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Work Out Work Out
Shopping Shopping
Clubbing Clubbing
Outdoor Activity Outdoor Activity
Dining Out Dining Out
Traveling Traveling
Studying/Working Studying/Working
Export Export
ww Responses Responses (44) (44) C Text Analysis z My Categories
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6/3/2014 10:58 PM View respondent's answers
reduce sweetness
By making it carbonate
Redesign packaging to be more modern
No idea
I rarely drink energy drink so the improvement will not do anything to me.

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I rarely drink energy drink so the improvement will not do anything to me.
Lessen the sourness of the taste.
Launching products that are suitable with ladies

Krating Daeng

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Krating Daeng

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Strategic Brand Management

!!5,000 - 5,000 - !!10,000 10,000

!!10,001 - 10,001 - !!25,000 25,000

!!25,001 - 25,001 - !!40,000 40,000

!!40,001 - 40,001 - !!60,000 60,000

!!60,001 or more 60,001 or more

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