Advertising & PR Plan

Marketing Communication

Communication Channel

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.
Print media

Integrated print media facilitates direct communication with all target consumers through advertisements in newspaper, 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.

Out-of-home media
  • 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 working-age customers who are consistently exposed to digital ad media via smart phones on-the-go.

  • 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 and Twitter Post across the following platforms:

  • Facebook : Karmartsclub, Cathy Doll, Baby Bright, Jejuvita, Reunrom Spa Product, Crayon Cosmetics, Missha Thailand, Skynlab_Official and Oppa Style
  • Instagram : Karmartsclub, Babybrightclub, Jejuvita_supplement, Reunrom.spaproduct, Crayoncosmetics, Misshathailand, cathydollclub, Skynlab_Official and oppastyleofficial
  • Website : www.karmarts.com, www.cathydolls.com
  • Youtube : Karmarts Club
  • Line Official : @KARMART
  • Twitter : Cathydollclub, SKYNLAB_Official

Marketing communication activities

2018 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.

Karmarts Public Company Limited organized a special private yacht trip to Sai Kaew Beach, Chonburi, on 5th May 2018 under the theme "Playful Summer on yacht with your favorite celebrity" with Cathy Doll's presenters: "Boy - Pakorn Chatborirak", "Jo - Kavinpat Thanahiransilp" and "Got - Jirayu Thantrakul". All fans who participated enjoyed the special privilege of choosing which presenter they wish to team up with for various activities, thereby dividing themselves into 3 teams for each product category of Cathy Doll which are Team Boy: Sunscreen products (L-Glutathione Magic Cream, Aqua Sun Non-Greasy Body Serum, Aura Sun Crystal Body Sun Cream and Invisible Sun Protection), Team Jo: CC products (CC Cream SPF50 PA+++ and CC Powder Pact SPF40 PA+++) and Team Got: Blackheads and Whiteheads Cleansing products (Blackheads Cleansing White Clay Mask, Whiteheads Cleansing Black Clay Mask and Charcoal Nose Cleansing Strip). The summer party was a huge success as all fans made the most out of the season in the sun and it was certainly an unforgettable memory for all.

Karmarts Public Company Limited organized a successful launch of Cathy Doll Ready2White White Boosting Cream that taps on the innovative Nano Triple Encapsulation and 3 Powerful Boosts for Instant Whitening Effect while introducing for the first time heartthrob actor "Pope - Tanawat Wattanaputi" as the new product presenter. This event was attended by exclusive guests and celebrities, and took place at Fashion Hall on the 1st floor, Siam Paragon on 21st May 2018.

The successful launch of Baby Bright new products witnessed the introduction of some of the town's hottest actors "Krist - Perawat Sangpotirat" and "Singto - Prachaya Ruangroj" as the new presenters of Watermelon & Tomato Matte BB Cream SPF45 PA++ which offers matte finish like no other as well as another signature product Pore-Shrinking Ice Lemon Sherbet White Gel. Furthermore, the exclusive Disney x Baby Bright Winnie The Pooh makeup collection was also successfully launched with a well-known Thai celebrity "Pitta - Pitta na Patalung" and a beauty blogger "Nook - Pannaporn Prasob" (@Ndmikkiholic) who participated in the event to share expertise on makeup trends with the notable Winnie The Pooh collection. The event which took place at Center Point of Siam Square on 26th March 2018 was also honored by the presence of business partners, well-known Thai celebrities and bloggers who graced the program with touches of beauty and glamour.

Karmart organized an exclusive launch of "My Baby Bright, Best Friend Forever" mini-series on 27th May 2018 at Paragon Cineplex, Siam Paragon, and showcased special scenes out of public view from the hottest actors "Krist - Perawat Sangpotirat" and "Singto - Prachaya Ruangroj" who are the presenters of Watermelon & Tomato Matte BB Cream SPF45 PA++ and Pore-Shrinking Ice Lemon Sherbet White Gel. The event was attended by fans from across the country and marked a significant milestone in terms of Karmart's marketing campaigns.

Karmarts Public Company Limited organized a successful launch of Cathy Doll Speed White CC Cream or the legendary CC cream that guaranteed sales for over 20 million pieces and awarded by various institutes and debuted "Film - Thanapat Kawila", the famous cast from drama TV series "The Fierce Wife 2018", as the new presenter. This distinguished CC cream offers high coverage and oil control benefits and diminishes dullness while concealing pores for up to 12 hours. In addition, it also helps nourish the skin for improved radiance with Onsen mineral water and protects against sunlight with SPF50 PA+++. Furthermore, this item comes in 6 shades and perfectly meets the need of every skin tone.

The event was held and beautifully wrapped up on 27th August 2018 and took place on the 1st floor of Central Court Zone, CentralWorld, and was also honored by the presence of more than 100 business partners and well-known Thai celebrities.

In line with KARMART's status as an international beauty provider, the Asian Beauty Blogger Contest was organized across 10 Asian countries, which are Malaysia, Indonesia, Taiwan, China, Singapore, Thailand, the Philippines, Vietnam, Laos, and Myanmar, 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. The proud winner of this contest was not only featured across international online platforms, but also won themselves prestigious product sponsorships and collaboration opportunities from KARMART which help promote the brand to a wider range of audience, especially beauty conscious market. The event was held on 27th August 2018 and took place at Central Court on the 1st floor, CentralWorld.

The next impactful product launch relates to Cathy Doll Magic Dolly Face Two Way Cake Powder which unveils the secret to a miraculously youthful skin with renowned multi-talented artist "Peck – Palitchoke Ayanaputra" as the new presenter. This two-way foundation pact comes with ultra-fine powder to offer seamless coverage and protects the skin from infrared and UV rays 30 times better than most available in the market while delivering cooling sensations to the skin. This event was filled with love and joy coming from the support of an impressive number of fans which truly created magical moments. The event took place at Square A, CentralWorld on 24th September 2018.

The last blast of product launch for 2018 took place on 29th October 2018 at Central Court on G floor, CentralWorld, and glamorously presented the company's presenter associated with Baby Bright brand Themed "BABY BRIGHT PRESENTS HEART OF THE OCEAN", the debut event introduced "Mew - Nittha Jirayungyurn" as the presenter for Baby Bright's lip makeup series as follow:

MM Mineral Matte Lip Paint: a mineral matte lipstick that comes with lipstick brush, Plankton Matte Cushion Lip and Moist Tint: 2-in-1 moist and matte lipstick that comes with cushion head in a single stick, along with Lip & Cheek Matte Tint and Lip & Eye Pearl Matte Tint: Matte Tint Lipstick that glides on easily to enhance the look of eyes, cheeks and lips.

The event was also graced by special guests "Krist – Perawat Seangpothirat & Singto – Prachaya Reungroj", Baby Bright's presenters for Watermelon & Tomato Matte BB Cream SPF45 PA++ and Pore-Shrinking Ice Lemon Sherbet White Gel, cast from "Love by Chance" TV series as well as business partners, bloggers, makeup artists and celebrities.