To maximize the impact of marketing communication, KARMART taps on a variety of communication channel for various forms of public relations and constantly tops up on mass communication channels in order to relay to a greater volume of receivers simultaneously.
The selection of communication channels is based upon individual media's ability to conform to the right mood and tone which emphasizes our unique, lively, playful and passionate brand image.
Integrated print media facilitates direct communication with all target consumers through advertisements in books and magazines, tie-in of products with selective columns and regular announcements of company's public relation activities.
Television (TV) media
As one of the dominant media whose outreach spreads across gender, age and income level, TV Commercial (TVC) is one of primary communication tools KARMART engages to expand brand recognition locally and abroad. Thus far, the company has relied on both Free TV and Digital TV channels.
- Multimedia Advertisement on Sky train (BTS) and Subway (MRT)
A form of well-recognized media, multimedia advertisement on BTS and MRT is another popular media KARMART has engaged because of its ability to reach target consumer groups rapidly in the city, including tourists. Tentatively, the company uses the same ad contents as TVC to increase brand awareness and recognition.
- Mupi Ad media
Maximum Urban People Informed or Mupi is a small size ad media which can effectively build brand recognition. Available all around Bangkok and other big cities, this media offers coverage across every community and business area.
- Billboard Ad media
Billboards are big outdoor ad media typically found along expressways or any form of passageways and can attract attention from afar. An effective tool at building brand recognition, this media is widely available along main streets and most of the popular locations locally e.g. main road intersections, big markets or crowded areas in Bangkok.
- Digital Ad media
Digital ad media presents animated advertisement alike TVC, and are normally located in the community and business area. Therefore, KARMART uses the identical media content as with TVC to increase exposure of brand and products to target customers.
- Mobility Ad media
Bus Wrap is one form of mobility ad media adopted by KARMART, whereby advertising sticker of the company's brand and/or product fully covers the body of a vehicle. Accessible to the mass public as the buses travel across Thailand, it is an excellent tool for creating brand recognition across diverse geographic regions. The cosmos strategy is adopted in mobility ad media to utilize various bus routes around Bangkok and its surrounding provinces.
In view of the current digital age, the online media is a key communication channel which cannot be neglected as it most effectively reaches out to KARMART's target consumers the young and modern. Therefore, great focus and substantial resources are dedicated to online media. Starting last year, the company redirected marketing communication focus onto online platforms and launched a series of vital online events one after another, including Viral Video Clip, Product Review, Facebook Ad and Instagram Post across the following platforms:
- Facebook: Karmartsclub, Cathy Doll, Baby Bright, Jejuvita, Reunrom Spa Product, Crayon Cosmetics, Missha Thailand
- Instagram: Karmartsclub, Babybrightclub, Jejuvita_supplement, Reunrom.spaproduct, Crayoncosmetics, Misshathailand, cathydollclub
- Website: www.karmarts.com, www.cathydolls.com
- Youtube: Karmarts Club
- Line Official: @karmart
Marketing communication activities
2016 witnessed the showcase of many exceptional milestones of KAMART through events organized with the aim of better reaching out to KARMART supporters and the mass consumers, as well as enhance brand value and loyalty while boosting sales performance through promotions.
KARMART welcomed the summer with the grand launch of "Cathy Doll Invisible Sun Protection" on 22nd March 2016 at Central World. An innovative sunscreen with serum-like texture that is invisible in terms of grease, colour and scent, the star item also features Ion Plus Innovation which protects the skin from pollutant particles in the air and provides cooling sensations by reducing the body's temperature while protecting the skin from UVA, UVB, UVA1 and mobile rays. The event was also an introduction of KARMRART's new presenter, Push Puttichai Kasetsin, and served as an effective mechanism to strengthen brand image and expand brand awareness.
The product launch of "Cathy Doll Aloe Snail Serum Soothing Gel", a multi-functional star product that delivers beauty from head to toe, attested a brand new marketing format pioneered by KARMART - a parade along the busiest streets of Bangkok. The event was specially designed to showcase how KARMART aims to preserve glowing and elastic skin under the hot sun with our innovative product and was held on 13th May 2016. Adopting the format of a moving advertisement, the parade started from United Center Tower and extended to the 3rd floor of Siam Center Point, beside the BTS sky-walk link. Besides fulfilling the intention of promoting brand image and building brand awareness, the event was a testament to the creativity of the management team.
KARMART partnered Lemonade for the third time in the organization of the competition in June 2017 to crown the best Thai beauty blogger and provide an opportunity for all who wish to become a beauty blogger and/or social media phenomenon to fulfill their dreams. The winner of this contest not only win himself or herself product sponsorships from KARMART and opportunities to be featured via the company's influential social media platforms, but also receive publication and exposure in many other online and offline channels. Being one of the most effective ways to build brand awareness amongst beauty-conscious ladies and also modern consumers who dedicate time for online reviews, the event was one of the biggest online marketing campaigns in 2016.
Tapping on one of KARMART's strongest competitive advantage which lies in the area of product innovation, KARMART introduced the world's first matte cushion "Cathy Doll AA Matte Powder Cushion Oil Control" on 20th June 2016 and further strengthened the company's position as a leading innovator in the beauty industry. AA Matte Powder Cushion effectively controls oil while maintaining moisture in the skin to offer the pleasant result of smooth and brilliant complexion topped up with the most sensational aura. Specially tailored to meet the unique needs of consumers in equatorial Asian countries, the star product creates the perfect matte finish guaranteed to stay oil-free under high temperatures. The event also saw the introduction KARMART's new presenter, Mario Maurer, at the activity square of Asiatique and successfully enhanced brand image and status as an industry leader.
In line with KARMART's status as an international beauty provider, the Asian Beauty Blogger Contest was organized across 8 Asian countries for the first time, in search for the best Asian beauty blogger and providing opportunities to all budding as well as professional beauty bloggers within the region to showcase their true talents in an intense contest. Following months of fierce competition, every participating country was represented by their prestigious champion who was then flown to Bangkok for the Grand Asian Finals held on 9 August 2017 and was widely publicized by various media agencies in Asia. The proud winner of this contest was not only featured across leading Thai magazines and online platforms, but also won themselves prestigious year-long product sponsorships and collaboration opportunities from KARMART.