1

()

1.
2.
3.
4.
5.

47021348
47020774
47020871
47020986
47021186

228221

2549

()
Double rice

Double rice



66%
70%


Double rice
(Skimming
Price) Brand
200 cc
15 1000 cc 75

7-eleven Tops BigC Mackro
kiosk

water boy pretty

BTS

.
Double rice

-
-
-

SWOT

-
-
-
-

1
1
1
1
2
2
2
3
4
6
13
17
21
22
28
29
33
65
66
68
96
103
105

(Health concern)

(Vision)

(Mission)
1.
2.

3.

4.
5.

6.
7.
8.
(Objective)
1. 2 - 3 15 % 4 - 5 5%
2. (Brand Awareness) 40% 1
80 4
3. (Brand Knowledge) 16 1 30
4
4. 3
1
5. 85% 1

(STRATEGIES)
(Corporate Strategy)


(know how)



(Double
Rice)


3

(Business Strategy)








(Functional Strategy)

()
Double Rice

(FIVE FORCE MODEL)

1. Potential Competitors
Double rice
(Product Awareness)
1






Barrier to Entry



2. Rivalry Among Established Companies

3. The Bargaining Power of Buyers

4. The Bargaining Power of Supplier

9
5. The Threat of Substitute Product

Barrier to Entry 1
4 Brand Awareness

Potential Competitors

Bargaining Power of
Buyers

(Low Barrier to Entry)

(High)

Rivalry Among
Established Companies

(Low)

The Threat of
Substitution Product

Bargaining Power of
Suppliers

(High)

(Low)

10

(Competitor)
1.

2549 2 (
)
Double Rice (brand level)
d rice
(brand level)
-


1 5 (),
, ,
1

- 1
- 2
-
-
-

-
( )
1.

2540 ()

11



2. Far East Home Made Co., Ltd.
2543



3.
2542 License Know-how

Market share

3%

3%

3%

d rice

91%

12

2545
2545

2545






2545 550,000 1.4
15,000 36.82 63.18

10,618 2534 214,018 2545
307 5,978



12.50
6.84

(Substitute Level)

1. () ()

2. ()
3. ()

13
4.

-
5.
6.
7.
8.
9. -
10. -
11. ()
12.

5

(Dairy Alternative)
2546
2,000 20-25% 5
2549 3,700 16%
85-90%



25

14
2544
500 160 80
60 20


60%
5

30% 14% 2541
2547 5,000 10-15%


(Substitute Level)

1. ()
-
2.
3.

4.

1.


50

200
250 1000 300
210 280

Sub Brand

15


Brand Loyalty
2.
UHT
5
-
low sugar

1.


1 2
3
3

2.
1 2
2

16

2.
1.


2-3




2.

100% 40% 5-25%


Brand Loyalty

3.

17

(SWOT Analysis)

(Strengths)
1.


2.

3.
1 2

4.
5.

6. -

7. Malee

8.
Gable Top True Taste Gold
Polymer Resins 15 %

9.

10.

11. Modern Trade Traditional Trade

18
12.

13.

14.
15.
(Weaknesses)
1.

2.

3.

(Opportunity)
1.

2.

3.



4.

19

(Double Rice)
5.

6.


7.
8.

9.
2548 2551

(Threat)
1.

2.


3.

4. 2549

20
5.

21

: STP
(Market segmentation)
1. (Geographic Segmentation) 4
1)
2)
3)
4)
2. (Demographic Segmentation )
2.1)
2.2) 4
1) 25
2) 25 - 35
3) 35 - 55
4) 55
2.3) 2
1)
2)
2.4) 3
1)
2)
3)
2.5) 5
1)
2)
3)
4)
5)
2.6) 5
1) /
2) /
3)

22
4)
5)
2.7) 3
1) 10,000 /
2) 10,000 50,000 /
3) 50,000
3. (Psychographic Segmentation)
3.1)

3.2)
1)
2)
3)
4)
5)
3.3)
1)
2)
3)
4)
3.4)
1)
2)
4. (Behavioral Segmentation )
(Benefits) 2

1) Health concern

2) Taste (Good Tasting)

3) Product Standard

23

(Target group)
(Concentrated Marketing)

25-35
(Middle Class) (Health
concern)

- 20
- 55
-
-

24

(Positioning)

Benefit Positioning
Positioning Nutritional Knowledge of
Thai Different
Positioning

(High Nutrition Benefit)

v-fit

Double Rice

I-corn

(Undifferent)

(Different)

(Low Nutrition Benefit)

25

(Product Strategy)
(Differentiation)

(Price Strategy)
Double rice
(Skimming Price)

(Distribution Strategy)

insentive

moderntrade
(Promotion Strategy)
Double rice
(Product Life Cycle)

(Integrated Marketing Communication: IMC)

26

1. (Product)
Double rice
2549 1 -4
- 1 3
200
- 2 - 3
1000

- 4 2

1.1 (Core Product)

Double rice 100%

1, 2

27

( 200 .)

(kcal)
Total fat ()
Saturated fat()
()
()
()
()
(%)
(.)

194
2.63
0
0
39
26
1.62
1.50
1.77

202
8.64
4.8
0
24
0
6.72
9.62
91

164
3.34
0
264-336
11.18
0
3.29
1.24
84

1.2 (Main Ingredients)

1. 85 %
2. 7%
3. 5%
4. 2%
1.3 (Product Feature)

28

1.4
200 ml.

1.5
Gable Top True Taste Gold
Polymer Resins
15%
3 cm. 7 cm.
0.5 cm

1.6
Gable Top True Taste Gold Polymer Resins
15%
- Logo



200 ml.

29
Double rice
200 ml. TURE TASTE GOLD
FRONT

BEHIND

30
SIDE

1. Malee
2. Double Rice
Double


Rice 100%

Life
Double rice 2

31

(Price)
Double rice
(Skimming Price)
Brand

3.66% Price Sensivity Skimming Price Markup
Pricing

3
6
200 .
15
42
85
1000 .
75
210

*Double rice

, ,

32

(Place)

7-eleven Tops BigC Mackro
kiosk

(Distribution Strategy)
1:
Intensive Distribution

(Push Strategy) (whole salers)
(Retailers)

(Channel Levels) 3

1. Zero-level Channel (Direct Channel)

Producer

Consumers

2

1) kiosk

10 kiosk
kiosk
1.1
1.2 Fitness Center & Health clubs 15
1.3 10

33
2) booth

booth booth
1.1

1.2 Modern trade Makro Lotus BigC Carful Tops

1.3


Double bar Retail 5
EGV Metropolis 3 SCB Plaza Fitness First

2. One-Level Channel(Modern trade Channel)
Producer

Distribution Center

Retailers

Consumer

Modern trade Supermarket Superstore
(Convenient Store) 7-Eleven
108shop Family Mark Mini Mark Jiffy Amp Green
lemon Esso
1) Supermarket Tops Lotus Express
2) Superstore Makro BigC Tesco Lotus Carful
Sale man

34
3. Two-Level Channel(Traditional Trade)
Producer

whole saler

Retailers

Consumer

Two-level Traditional Trade

whole saler
30

(Distribution Strategy) 2-5

15

3 (Double rice)
Malee
fitness health&center

35

(Promotion)
(Promotion)
1
1.

2. (Double rice)

3. Brand awareness
4. Brand Experience
5.
6.
7.

1. (Multiple Communication)

2. Brand awareness

3.
2

4.

5.

6.
7.

8. (Below the
line) (Above the line)
28

36
1. (Advertising)

1. Brand Awareness
2.
3.
4.
5.

(feedback) 1

Theme and Concept

Theme : Rice For Good Double Life
Theme

Concept

Double rice Malee



Double rice

Detail

OUTDOOR

MUPI

37
1. (TELEVISION)
1.1 Commercial Spot 30
Media Mix Assorted
Tone (Soft sell) Appeal (Gimmick)

(Combination)
(Selling Point)
Double rice concept Theme rice for good Double life

25-35
(Middle Class) (Health
concern)

- 20
- 55
-
-
: return version MALEE



10

Double rice


Double rice Malee

38

39

1.2 Tie in Program

9
9 18.00-19.00 .
Tie in Program

17.00
18.00 Tie in Program mini shop

40

22.30 . 3
Tie in Program mini shop

1.3 Backdrop

12
07

1,000,000

41

back drop
22.30 .- 23.30. 3

12
2 .
- 12 12
11.45
back drop

, ,

3
, , ,STAR ENTERTAINMENT
AWARD ASIAN TELEVISION AWARDS

42
2001 (2003)
22.05 - 23.20 . 5 back drop

07
""

"" 3 3
2
2 1

"" Commentator


15.50-17.00 7 back drop

43

30
19.00 . back drop

1.4 Interlude/VTR


07

()


22.05-23.00 .

44

22.30 . 3
4
3
07
""
15.50-17.00 7


Back Drop

rice for good Double life
concept Theme

Rice for good Double life

2. (RADIO)



2.1 Jingle

45
Double rice Double
rice
2.2 DJ
DJ
Double rice
3.

Print AD Double rice rice

for good Double life
Print AD

4.

Rice for good Double life

46

1) YES! Magazine
INTEGRATED MEDIA
""
/
-
2
90
2)



10 25
90

3) Heath today

Profile, Well-Women, Sexual Health, Healthy Skin Q&A, Scoop,
Viewpoint, Elderly Health Sport & Leisure, One Day Menu, Disease Management
90

47

4)
1






80% 20% 22-50 32.85 %
67.15%
7,000 100,000 1 40

print 4
Double rice

48

5. Billboard

-
Billboard 400 2 - 12

Rice for good

D

bl lif

6


Billboard
3
100

Ri

49

7.

Double rice

5 6

8. BTS
Nationnal Stadium
BTS

1) Layout Chitlom (E1)

2) Layout Nana (E3)

3) Layout Asok (E4)

50
4) Layout Tonglo (E6)

5) Layout National Stadium (S6)

6) Layout Siam (Center)

8.1 Train Body Graphic

Double rice


Train
Body Graphic 1

51

8.2 Whole In Train

Above The Seat Bulkhead Standard

Above The Seat

Bulkhead

Standard

8.3 In -Train - Wallpaper : Door

Back Drop

52

8.4 Staircase Poster / SP

Staircase Poster BTS

8.5 Plasma Screen

Loose Spot Spot

Loose Spot Plasma
Plasma

53

9.
Silom Center Building

1

Rice for good Double life

10. Watson TV

Commercial spot
POP

54

Media Plan
1.
1.1 Commercial Spot 30
3 5 7 9
(Late new) (Early fringe)



(18.00 - 22.30 .)
(/)

3
260,000 - 420,000
5
135,000 - 260,000
7
300,000 - 450,000
9
180,000 - 220,000
ITV
200,000 - 250,000
Source: Company reports and KELIVE Research

(gridblocking)
2549
3
- 20.15 .
2 400,000

55
- 21.00 . 1
- 12 49

- 2

2549 2549 450,000

- 22.30-23.30
2-3 1 2549
360,000
- 22.30
3 1 2549
300,000
7
- 07 show 15.50-17.00
music station 1 2549 280,000

- 22.30 00.15 3
1 2549 320,000
5
- 22.05 - 23.20
3-4 1 2549 280,000
9
- 9 18.00-19.00 .
2 -3 1 2549
300,000
- 17.00 18.00
2 1 2549
300,000
1 3
7 9 2549 Commercial Spot 15

56
1.2 Tie in Program

22.30 . 3 9 18.00-19.00 .
17.00 18.00
Tie in Program 1
2549 3 100,000 /
Tie in Program 1 9

1.3 Backdrop
Backdrop 3 5 7 9
- 22.30 .- 23.30. 3 3
4 2549

- 12 11.45 3
2 2549 4
- 22.05 - 23.20 9
2 2549 4
- 07 15.50-17.00 7 3
2549 4
- 19.00 9 1
30
Back Drop 10,000 / Back
Drop 700,000

2.


5.00 - 9.00 . 15.00 19.00 . 19.00 24.00 .

57

- 91.5 Hot Wave

- 95.5 Virgin Hitz

93.0 Cool FM
97.5 Seed FM

- 96.5 Sun Shine Radio

- 107.75 Smart Radio

- 104.75 Thai FM
- 96.5 Sun Shine Radio

- 97.5
- FM 105.75

- 96.25 Feat FM
2.1 Jingle
91.5 Hot Wave 93.0 Cool FM 95.5 Virgin Hitz
97.5 Seed FM 15.00-19.00 19.00 24.00 . 2
2 2549- 2549

96.5 Sun Shine Radio, 107.75

Smart Radio, 104.75 Thai FM, FM 105.75, 96.25 Feat FM 15.00-19.00 .
1 1 2549 2549

2.2 DJ
Jingle DJ
3 2

3.
1) print 4 1/4 6 col x 10 4
1 2549 34

150,000 4
600,000

58
2) print 4 1/4 6 col x 10 4
1 2 1
1
150,000 600,000
3) print 4 1/4 6 col x 10 3
1 3 2
1 120,000
3 360,000

4.
yes 60,000 /
4 2 90 1 2549 60,000

60,000 / 10
25 90 2 10 25
2549 120,000
heath today 60,000 /
90 2549 120,000

50,000/
4 1 40
3 2549 2550 150,000

5. Billboard
Billboard 2 - 12
Outbound 32x15m 150,000 3
2549 2550

6.
3 2549 2550
100
400 7 30x20
Signboard tax 200 184,200

59

7.
5 5 6 2549-
2549 28,000 820,000

8. BTS
8.1 Train Body Graphic
Train Body Graphic 1 54.0x3.0
250 10
artwork 450,000//train 600,000 /train 3
2549 1,950,000

8.2 Whole In Train

Above The Seat
6 2549 - 2550 40x60
cm
270 7 21 446,670
Above The Seat
Advertisement rate
3,500.-/Panel/Month
Package Price
157,000.-/Month
No. Of Trains
15
No. Of Panels
45
No. Of Panels/Train
3
Size
40x60 cm.
Material
Sticker Mount On Future Board
Estimated Production Cost
270.-/Panel
Bulkhead
6 2549 - 2550
52x90 cm. 560 7 21
452,760
Bulkhead
Advertisement Rate
3,500.-/Panel/Month
Package Price
183,750.-/Month
No. Of Trains
15

60
No. Of Panels
52 or 53
Size
59x90 cm.
Minimum Booking
6 Months
Material
Removable Sticker
Estimated Production Cost
560.-/Panel
Standard
6 2549 - 2550
560 7 21
259,350
Standard
Advertisement
2,000.-/Panel/Month
Package Price
90,000.-/Month
No. Of Trains
15
No. Of Panels
45
No. Of Panels/Train
3
Minimum Booking
6 Months
Material
Rapid Plastic
Estimated Production Cost
350.-/Panel
8.3 In-Train-Wallpaper: Door
6 2549 - 2550
560 2 2
262,400

8.4 Staircase Poster / SP

3 2550 2550
500 50x75 cm. 15
468,000
Staircase Poster/SP
Advertisement Rate
120,000.-/Package/Month
No. Of Trains
15
No. Of Panels
216
Minimum Booking
3 Months

61
Size
Estimated Production Cost

50x75 cm.
500.-/Panel

8.5 Plasma Screen

Loose Spot 16
On-air BTS Spot 2
Spot 20 On-air 1-15
Spot 5 On-air 16-30 Spot
Beta Tape Mini DV Plasma Screen 250,000
Plasma Screen
Loose Spot Package
1 minutes/hour
On-Air
16 hrs.
number Of Plasma
56 Screens
On-Air / Day
896 Minutes
On-Air / Month
26,880 minutes
Advertising Rate / Minute
9 Baht
Advertising Rate / Package
250,000 baht/Month

8.6 Watson TV
2549 10.00 - 21.00 .
21 Beta cam 280,000
commercial spot 10

Watson TV
Size
: 21 inch
Located in almost every store of Watsons shop : 2 4 TV set / store
60 stores & over total : 145 TV set & over
Operation
: 11 hrs / day (minimum)
Timing
: 10.00 21.00
Material
: Beta cam
Sales Package
: 10 min / hr / store
: 198,000 min / month

62
(Sale Promotion)

1.
2.
3.

3
1.
25-35


2. Modern trade
1) Supermarket Tops , Jusco , Lotus Express
2) Superstore Makro , Big C , Tesco Lotus , Carrefour
3) Department Robinson , Central , The Mall
4) Convenience Store 7-Eleven , Family Mart
3.

(Customer Promotion)
2549

Double Rice

Modern
Trade

Double Rice
Water Boy

63
Double Rice


2549 2550

Double rice

1,000 1 200 4 232
199

2550
1.4

Double rice



Double rice 200 459 399

(Trade Promotion)
1.
Double
Rice

Modern Trade

2% 5% 10%

64

2.

Double Rice

3.



10
100,000


(Sales force Promotion)
1.




Commission 5%
50,000
Commission 10%

65

2.

300,000
(Public Relation/Event Marketing)

1.
2.
3.

1.


2.

()
22-30 2549
Double Rice
Malee
100
100
Double rice

66

1 20,000 giftset Double rice

2 10,000 giftset Double rice
3 5,000 giftset Double rice

67

1.
15 6
1.1

1.2

1.3
1.4
1.5
1) :
2) :
3) :

4) :

2.
2.1

2.2
2.3 Brand Loyalty
2.4
3.
3.1
3.2
4.
4.1

4.2 Brand Loyalty

68

1.
(Descriptive Research) (Survey Method)
28
2549 3 2549
1.1
(External
Source)

-
-
- Internet website
(Quantitative Method)
(Survey Method)

1.2
50
25 35
1.3
Convenience

2.
2.1
(Closed
Question) 6
1.

69
2.
3.
4.
5.
6.

2.2 (Level of Measurement)

(Close Question)
(Scale)
3.
Excel
4.
(Frequency) (Average)

70

50

50
1.

-
16
32 %
68 %
-
34

50
100 %

32%

68%

2.
- 25
- 25 - 35
- 36 - 45
- 46 - 55
- 55

15
30
5
0
0
50

30%
60%
10%
0%
0%
100 %

71

25

0%

10%

30%

25-35
36-45
46-55
55

60%

3.

4
3
0
33
10
0
50

-
- . .
-
-
-
-

8%
6%
0%
66%
20%
0%
100 %

66%

0.7
0.6
0.5
0.4
0.3
0.2
0.1

20%
8%

6%

0%

0%

..
.

72
4.

7
8
6
21
0
0
2
0
6
50

- /
-
-
-
- /
-
-
-
- ()..

14%
16%
12%
42%
0%
0%
4%
0%
12%
100 %

0.45
0.4
0.35
0.3
0.25
0.2
0.15
0.1
0.05
0

42%

14%

16%
12%

12%
4%
0%

0%

..

0%

5. /
-

10,000
10,001 - 20,000
20,001 - 30,000
30,001 40,000
40,001 50,000

24
19
2
3
0

48%
38%
4%
6%
0%

73
- 50,001 60,000
- 60,000

0
2
50

0%
4%
100 %

0.6
0.5
0.4
0.3
0.2
0.1
0

48%
28%
4%

50
,0
01

60
,0
00

0%

50
,0
00

40
,0
01

30
,0
01

40
,0
00

0,
00
0
-3
20
,0
01

10
,0
01

-2

0,
00
0

0,
00
0

0%

60
,0
00

6%

4%

2
1. 1

-
41
82%
18%
-
9

50
100 %

18%

82%

74
2.

4.28
3.06
3.90
3.94
2.48
0.26

1.
2.
3.
4.
5.
6. ()

4.28
3.06

3.9

3.94
2.48

()

0.26

6
4
2
0

4.28
3.94

75
3.

3-4 /
1-4 /
1-3 /
6/

5
4
3
2
1
0

1.
3.12
3.32
2.
3.
3.08
4.
1.70
5.
2.12
6. ().
0.24


3.12

3.32

3.08
1.7

2.12

(
...

. ..

0.24

3.5
3
2.5
2
1.5
1
0.5
0

3.32

76
4.

5
3-4 /
4
1-4 /
3
1-3 /
2
6/
1

1.
3.38
3.06
2.
3.
2.62
4.
1.20
5.
1.50
6. ().
0.20


3.38

3.06
2.62
1.20

1.50

(

)

...

0.20

4.0
3.5
3.0
2.5
2.0
1.5
1.0
0.5
0.0

3.38 3.06

77
5.

60%
58%
70%
58%
34%
0%

1.
2.
3.
4.
5.
6. ()

80%
70%

70%
60%

60%

58%

58%

50%
34%

40%
30%
20%
10%

0%

0%

6.
-

401 cc
401 800 cc
801 1,200 cc
1,201 1,600 cc
1,601 2,000 cc
2,000 cc

20
19
4
4
3
0
50

40%
38%
8%
8%
6%
0%
100 %

78

401 cc
8%
8%

401 800 cc

6% 0%
40%

801 1,200 cc
1,201 1,600 cc

38%

1,601 2,000 cc
2,000 cc

401 cc
7.

5
3-4 /
4
1-4 /
3
1-3 /
2
6 /
1

1.74

3.14

1.24

1.60

1.98
()
0.12

79

3.5

3.14

3
2.5
1.98
2

1.74

1.6
1.24

1.5
1
0.5

0.12

3.14 1.98
8.

43
86%

35
70%

5
10%

9
18%

5
10%

12
24%

24
48%

5
10%
1
2%
().

1
0.8
0.6
0.4
0.2
0

86%
70%
48%

10%

18%

24%
10%

10%

2%

80
9.

- 6.00 . - 8.00 .
23
- 9.00 . - 11.00 .
8
- 12.00 . - 14.00 .
1
- 15.00 . - 17.00 .
1
- 18.00 . - 20.00 .
12
- 21.00 . - 23.00 .
5

50

0.6

46%

0.4
24%

0.2

16%
10%
2%

0
6.00 - 8.00

2%

9.00- 11.00 12.00 - 14.00 15.00- 17.00 18.00 - 20.00 21.00 - 23.00

3
1.

(200-250cc)
26
52%
(300-650cc)
22
44%
4%
(830-1000cc)
2

50
100%

46%
16%
2%
2%
24%
10%
100%

81

(830-1000cc),
4%

(300-650cc),
44%

(200-250cc),
52%

52% (200-250CC)
(300-650CC) 44% (830-1000CC)
2.

1.
4.18
2.
3.46
3.
4.28
4.
3.26
5.
3.32
6.
3.66
7.
3.24
8.
2.92
9.
3.40
10.
3.08
11. ().......
0.10

82

4.18

3.46

4.28

3.26 3.32 3.66 3.24 2.92 3.4 3.08

...
(

..
.
..
.
. ..

...

..
.
. ..

..
.

0.1

5
4
3
2
1
0

4.28 4.18



3.

3.34
seven-eleven
4.34

83
Tops
Makro

()........................

3.6
2.64
1.56
1.08
0.10

4.34
3.34

3.6
2.64
1.56

1.08

...

...

...

..

..
.

0.1

5
4
3
2
1
0

4.34 3.6
3.34

4.

84

3.74
3.60
2.86
0.2

().......................

3.74

3.6

2.86

..
.

0.2

4
3
2
1
0

3.74
2.86
5.

/
14
28%

11
22%

5
10%

14
28%
11
22%

()
0
0%

50
100%

85

28%

28%

22%

22%
10%

0%

0.3
0.25
0.2
0.15
0.1
0.05
0

28%
22%
6.

42
8
50

16%

84%

84%
16%
100%

86
7.

41

12

13

21
/
6

14
()...................
0

50

82%
24%
26%
42%
12%
16%
28%
0%
100%

82%
42%
24% 26%
12% 16% 28% 0%

0.5

...
(

/
...

82%
42%

4
1.

35
70%
30%

15

50
100%

87

30%

70%

70% 30%

2.

33
66%
3

17

50
100%

88

34%

66%

66%
70 %

3.

26
52%
1
2%

2
4%

50
100%

3%

7%

90%

89



5
1.

20
40%
UFC
18
36%

5
10%
7
14%

0
0%

50
100%

14%
10%
UFC
36%

0%

40%

UFC

UFC

2.

1/
38
76%
2-3/
4
8%
4-5/
8
16%
0%

90

50

100%

2-3
/

4-5
/

1 /
76%

1 /
2-3 /
4-5 /

1 /
4- 5 /
3.

22
13
11
3
5
5
2
50

44%
26%
22%
6%
10%
10%
4%
100%

91

44%
22%

4%

10%

10%

6%

26%

0.5
0.4
0.3
0.2
0.1
0

6
()
1.

92

3.02

3.62

3.42

3.5
3.32

3.62 3.5
2.

20
40%

22
44%

8
16%

50
100%

16%

44%

40%

44%
40%
16%

93
3. 200cc

8-12
11-15
16-20
21-25

12
23
13
2
50

24%
46%
26%
4%
100%

200 cc

16-20
26%

21-25
4%

8-12
24%

8-12
11-15
16-20

11-15
46%

21-25

200cc 11-15
16-20
4.

4
8%

26
52%

17
34%
2
4%

1
2%

50
100%

94

4%

2%

8%

34%

52%

52%
34%
5.

3.34

3.66

3.54

3.08

2.98

2.72

2.88

0.24

95

...

0.24

.
..

...

...

4
3
2
1
0

3.34 3.66 3.54 3.08 2.98

2.72 2.88

3.66

6.

1.
3.1
2.
2.96
3.
3.56
4.
3.06
5.
2.98
2.86
6.
7.
3.08
8. ()........................
0.22

96

3.1

2.96

3.56

3.06 2.98

2.86

3.08
0.22

..
.

...

...

...

. ..

...
(

)
....

4
3
2
1
0

7.

3.62
seven-eleven
4.22
Tops
4.2
Makro
3.5

2.84

2.84
() ............
0.26

97

3.62

4.22

4.2

3.5

2.84

2.84

.....
)
(

.
..

...

...

0.26

5
4
3
2
1
0

8.

3.66

3.26

3.74

3.84

3.86
() ..............
0.08

(
...

3.84

3.74

...

3.26

3.66

...

5
4
3
2
1
0

99

3.86
0.08

100

:

9
1
2
3
4
5
6
1
1.
1)
2)
2.
1) 25
2) 25 - 35
4) 46 - 55
5) 55
3.
1)
2). .
4)
5)
4.
1) /
2)
4)
7)
5. /
1) 10,000
4) 30,001 40,000
7) 60,000

3) 36 - 45

3)
6)
3)

5) /
8)

6)
9) ()..

2) 10,001 - 20,000
5) 40,001 50,000

3) 20,001 - 30,000
6) 50,001 60,000

2
1. 1
1)
2) ( 4)

101
2.

1.
2.
3.
4.
5.
6.

(5)

(4)

(3)

(2)

(1)

().

3.

3-4 / 1-4/ 1-3/ 6

/
(5)
(4)
(3)
(2)
(1)
(0)
1.
2.
3.
4.
5.
6. ().
4.

3-4 / 1-4/ 1-3/ 6

/
(5)
(4)
(3)
(2)
(1)
(0)
1.
2.
3.
4.
5.
6. ().
5. ( 1 3 )
1)
2)
3)
4)
5)
6) ()
6. 1
1) 401 cc
2) 401 800 cc
3) 801 1,200 cc

102
4) 1,201 1,600 cc

5) 1,601 2,000 cc

7.

3-4 / 1-4/

(5)
(4)
(3)
1.
2.
3.
4.
5.
6. ().
8. ( 1 )
1)
2)
4)
5)
7)
8)
9.
1) 6.00. 8.00.
2) 9.00. 11.00.
2) 15.00. 17.00.
3) 18.00. 20.00.

3
1.
1) (200-250cc)
2) (200-250cc)

6) 2,000 cc

1-3/

(2)

6
/
(1)

(0)

3)
6)
9) ()..
3) 12.00. - 14.00.
4) 21.00. 23.00.

3) (830-1000cc)

2.

(5)
(4)
(3)
1.
2.
3.
4.
5.
6.
7.
8.
9.

(2)

(1)

103
10.
11. ()........................

1.
2.
3.
4.
5.
6.
7.
3.

(5)

(4)

(3)

(2)

(1)

(0)

seven-eleven
Tops
Makro

()........................

4.

(5)
(4)
(3)
(2)
(1)
1.
2.
3.
4. ()........................
5.
1) /
2)
3)
4)
5)
6) ()
6.
1)
2)
7. ( 1 )
1)
2)
3)
4)
5) /
6)
7)
8) ()...................

4
1.
1)
2) ( 6)
2.

104
1)
2) ( 6)
3. ( 1 )
1)
2)
3) ()..................

5
1.
1)
2) UFC
3)
4)
5) ()...................
2.
1) 1/
2) 2-3/
3) 4-5/
4)
3. ( 1 )
1)
2)
3)
4)
5)
6)
7) ().............................

6
()
1. ( 9 )

1.
2.
3.
4.
5.

(5)

(4)

(3)

(2)

(1)

2.
1)
2)
3)
3. 200cc
1) 8 12
2) 11 15
3) 16 20
21 25
4.

1)
2)
3)

105
4)
5)
( 4 1 2 5 3 4 5 6)

5.

(5)
(4)
1.
2.
3.
4.
5.
6.
7.
8. ()........................
6.

(5)
1.
2.
3.
4.
5.
6.

7.
8. ()........................
7.

(5)
(4)
1.
2. seven-eleven
3. Tops

(3)

(4)

(3)

(3)

(2)

(2)

(2)

(1)

(1)

(1)

106
4.
5.
6.
7.

Makro

().....................

8.

(5)
(4)
(3)
(2)
(1)
1.
2.
3.
4.
5.
6. ().......................

107

10


3


""






1. 3 - 5
2. 50
12-14% 220-250 60
12-14% 190-240
3. 5 1 : 16 1 ()
16
4.
5. 1.73 - 10.77 27.72

108
6.
4

Lactase

1. ()
2. 2.
2

3.
1

4.

5.
2

1.
2. 1
3.
4.

5.

1.

2.

109

110

Commercial Spot
Tie in Program
Back Drop
Radio

Billboard

BTS
Above the seat
Bulkhead
Standard
In Train Wallpaper:Door
Staircase Poster
Plasma Screen
Wasson

. . . .

111

-
- Package
- Packahe

-
-
-

-
-

112

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2540
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