Advertising & PR Plan

Marketing Communication

Communication Channel

To optimize the effect of marketing communication, KARMART taps on a variety of communication channels for different forms of public relations and constantly tops up on mass communication channels in order to reach out to a greater volume of receivers simultaneously. The selection of communication channels is based upon individual media’s ability to cater to the best mood and tone which heighten the company’s fun-loving, energetic, passionate and distinctive brand images.
Print media

Integrated print media facilitates direct communication with all target consumers through advertisement in newspapers, books and magazines, tie-in of products with selective columns and timely broadcasts of company’s public relation activities.

Television (TV) media

As one of the dominant mediums with outreach well-spreading across various gender, age and income levels, TV Commercial (TVC) is one of the primary communication tools KARMART undertakes to expand brand recognition locally and abroad. Thus far, the company has utilized both Free TV and Digital TV channels such as 33 HD, Thairath TV, New18, ONE, GMM, etc.

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 swiftly in the city, including tourists. Tentatively, the Company uses the same ad contents on BTS and MRT as TVC to increase exposure and build brand awareness and recognition.

  • Mupi Advertising media

Maximum Urban People Informed or Mupi is a small-scale advertising media which can beffectively build brand recognition and is available all around Bangkok and other big cities. This media offers coverage across all residential communities and commercial areas.

  • Billboard Advertising media

Billboards are big outdoor advertising media that could attract attention from afar and is an effective tool in building brand recognition. This media is commonly available along main streets and most of the popular locations locally e.g. main road intersections, big markets or crowded areas in Bangkok.

  • Digital Advertising media

Digital advertising media presents animated advertisement alike TVC, and are normally located inf both residential and business areas. 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 Advertising media

Bus Wrap is one form of mobile advertising media and is the general strategy adopted to utilize various bus routes around Bangkok, including its outskirts and surrounding provinces which are accessible to the mass public as the buses travel across diverse areas, making it an excellent tool for creating brand recognition.

  • Billboard Advertising media in University Campus across the country, including sub-urban and urban areas in Bangkok.

In view of the communication mechanics in modern digital age, online media, of which social media is the main focus, is a key communication channel which cannot be neglected as it is most effective in reaching out to KARMART’s target consumers – the young and modern. Therefore, great focus and substantial resources are dedicated to online media. Starting from year 2018, the Company redirected marketing communication focus onto online platforms and launched a series of chronologically vital online events, 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, Oppa Style
  • Instagram: Karmartsclub, Babybrightclub, Jejuvita_supplement, Reunrom.spaproduct, Crayoncosmetics, Misshathailand, cathydollclub, Skynlab_Official, oppastyleofficial
  • Youtube: KarmartsClub
  • Line Official: @KARMART
  • Twitter : Cathydollclub, Babybrightclub, SKYNLAB_Official , Jejuvita_supplement

Marketing communication activities

2019 witnessed the showcase of many outstanding milestones of KAMART through events organized with the goal of better reaching out to KARMART supporters and the mass consumers, enhancing brand value and loyalty while boosting sales performance through promotions.

casts: Phiravich Attachitsataporn (Mean), Siwat Jumlongkul (Mark), Katsamonnat Namwirote (Earth), Tanapon Sukumpantanasan (Perth), Rathavit Kijworaluk (Plan), Napat Na Ranong (Gun) and Kirati Puangmalee (Title)

Date/Time/Venue: 24 January 2019 at River Park, ICONSIAM

Applicable Product/Promotion: Cathy Doll Ready2White White Boosting Cream, Ready2White Lightening Milky Mask Sheet, Blackheads Cleansing Strip, Charcoal Nose Cleansing Strip, Aloe Vera & Snail, Invisible Sun Protection, UV Alert Sun Serum Cushion SPF50 PA+++ and Skinny Brow Pencil

with Love by Chance casts: Phiravich Attachitsataporn (Mean), Siwat Jumlongkul (Mark), Katsamonnat Namwirote (Earth), Tanapon Sukumpantanasan (Perth), Rathavit Kijworaluk (Plan), Napat Na Ranong (Gun) and Kirati Puangmalee (Title)

Date/Time/Venue: 5 May 2019 at Siam Pavalai Royal Grand Theater, Siam Paragon

Applicable Product/Promotion: Cathy Doll Ready2White White Boosting Cream, Ready2White Lightening Milky Mask Sheet, Blackheads Cleansing, Charcoal Nose Cleansing Strip, Aloe Vera & Snail, Invisible Sun Protection, UV Alert Sun Serum Cushion SPF50 PA+++ and Skinny Brow Pencil

with Phiravich Attachitsataporn (Mean), Siwat Jumlongkul (Mark) and Katsamonnat Namwirote (Earth)

Date/Time/Venue: 18 June 2019, 18.00 – 20.00 PM at SF CINEMA Coliseum Suratthani, Coliseum Surat Thani

with Tanapon Sukumpantanasan (Perth), Rathavit Kijworaluk (Plan), Napat Na Ranong (Gun) and Kirati Puangmalee (Title)

Date/Time/Venue: 23 June 2019, 13.00 – 15.00 PM, at Major Cineplex Lotus Khonkaen Pratunam, Khonkaen

Date/Time/Venue: 28 September 2019 at The Gardens of Dinsor Palace to promote the following Cathy Doll products sales: Smooth Blur Ctrl-Pore Serum, Babe Face Youth Space Serum and Spotlight Shift-White Serum

was held on 29 September 2019

Applicable Product/Promotion: Cathy Doll Ultra Light Sun Fluid SPF50 PA++++, White Sun L-glutathione Magic Cream SPF50 PA+++ and Aqua Sun Non Greasy Body Sun Serum SPF50 PA+++

was successfully held and filled with fun and enjoyment on 9 November 2019 at Vana Nava Water Jungle Huahin, Prachuap Khiri Khan. The event was held with two beloved presenters and one special guest, along with their amazing fans who were sorted into 3 teams: Team Boy – Pakorn Chatborirak, Team Mean – Peerawit Anantasirarat and Team Blue – Pongtiwat Tangwancharoen for the purpose of endorsing Cathy Doll products which are Aura Sun Crystal Body Sun Cream, Aqua Sun Non Greasy Body Sun Serum, Ultra Light Sun Fluid, L-Glutathione Magic Cream, lipstick product, 3-formula serum, powder pact product.

Held on 30 October 2019, 19.00 – 20.00 PM at Grand Hall, G floor, The Mall Bangkhae, KARMART’s leading beauty brand, Cathy Doll, participated in the event in association with GOURMET MARKET and launched exciting sales promotions which featured key focus products. Tonnes of fun and joyful activities were put in place especially for the fans of Perth – Tanapon Sukhumpantanasan who made the event extremely pleasant and wrapped up highlights of the day with fantastic atmosphere throughout the activities.

In search of talented and creative marketing ideas as well as enhancing brand preference and loyalty for CATHY DOLL SPEED WHITE CC CREAM, Cathy Doll brand participated in “X Campus Ads Ides Contest 2019” which was organized by Ministry of Digital Economy and Society and Association of Thai ICT Industry as the MAIN SPONSOR and provided 400,000 THB worth of prizes for the purpose of promoting CATHY DOLL SPEED WHITE CC CREAM which was utilized as a main proposition in the creation of viral videos involved in the competition.

A sponsorship undertaken by Cathy Doll brand, “มันเหนือมาก ตอน ตะลุยนาซ่าส์” which was held at Brandnew Field Good, Chiang Mai, Thailand, on 28 December 2019, 17.00 PM to midnight, is a concert graced by numerous famous artists including Peck – Premmanat Suwannanon, Duo artists: New – Napassorn Phoothornjai and Jiew – Piyanut Suajongproo, Oat – Pramote Pathan, Pop – Pongkool Suebsueng, Aof – Pongsak Rattanaphong and Peck – Palitchoke Ayanaputra. The sponsorship was positioned as a public relation activity in relation to Cathy Doll brand in northern Thailand and also served as an opportunity for entrepreneurs to roll out business ideas and engage their target consumers through sales of Cathy Doll products. In a nutshell, the event mechanics allowed consumers to purchase Cathy Doll products from any channels and submit the receipts issued by POS machine to qualify for a chance to join the concert.

A successful movie event “2Wish Love Intention By Cathy Doll” that featured Cathy Doll’s presenters: Mean – Phiravich Attachitsataporn and Plan – Rathavit Kijworaluk and was held on 13 December 2019, 18.30 – 20.30 PM at Paragon Cineplex, Siam Paragon, which was participated by more than 300 fans of the celebrity.

Karmarts Public Co. Ltd., debuted 3 latest Baby Bright’s presenters, namely Pat – Napapa Tantrakul, representing Cotton Matte Lipstick and Baobab Comfort Moist Lipstick, Off – Jumpol Adulkittiporn, representing foundation products: Aloe Snail AA Smooth Skin Anti-Acne Cream SPF50 PA+++, White Plankton DD Anti-Pollution Daily Defense Cream SPF50 PA+++ and Watermelon & Tomato Matte BB Cream SPF45 PA++ and Gun – Atthaphan Phunsawat, representing lipstick products: Plankton Matte Cushion Lip and Moist Tint, MM Mineral Matte Lip Paint and Lip & Cheek Matte Tint, on 14 August 2019, at River Park, ICONSIAM. With the tremendous success achieved by Baby Bright brand, including outstanding sales performance and crowning of awards from various leading associations, the event was also joined with special guests Krist – Peerawat Seangpothirat, representing powder pact products together with Singto – Prachaya Reungroj who represents serum products. In addition, the appearance of beautiful and talented actress Mew – Nittha Jirayungurn who represents Baby Bright’s lipstick products brightened up the atmosphere throughout the show. In all, the event was graced by numerous business partners and celebrities as well as audience of more than 100 people.

Another splendid Baby Bright event held in 2019 was a sales promotion and public relation event in collaboration with SR SUPERMART agent store at Phetchabun province and showcasing beautiful and talented actress Mew – Nittha Jirayungurn who represents Baby Bright’s lipstick products. The event took place at SR SUPERMART, Phetchabun branch, on 1 September 2019 and was participated by crowds of lovely fans and target customers.

One of the notable events held under Baby Bright brand relates to a sales promotion and public relation event at one of the leading beauty stores named “Hej Street Beauty” in Hej Beauty Festival Market. With special focus on several of Baby Bright’s products, including Aloe Snail AA Smooth Skin Anti-Acne Cream SPF50 PA+++, White Plankton DD Anti-Pollution Daily Defense Cream SPF50 PA+++ and Watermelon & Tomato Matte BB Cream SPF45 PA++, consumers earn the opportunity to participate in the event by simply spending a minimum of 2,000 THB on the selected items. One grand winner was even accorded the privilege of taking an individual picture with Off – Jumpol Adulkittiporn, who represents Baby Bright foundation products, and walked away with exclusive presents from Baby Bright. The event took place at promotion area, 1st floor, CentralFestival Hatyai, on 1 September 2019, and was brimmed with immense love from amazing fans and target customers.

Held jointly with one of the leading beauty stores EVEANDBOY, another successful sales promotion and public relation event focusing on COLOR LIPSTICKS under the brand was held on 16 November 2019 at EVEANDBOY, Siam Square One branch, and received wonderful feedback from the endearing fans and target customers. As always, the brand incorporated multiple joyful activities seeking for lucky winners to participate in exclusive segments with Baby Bright’s presenters: Pat – Napapa Tantrakul and Gun – Atthaphan Phunsawat.

With the successful launch of mini-series and amazing feedback from fans of 2 popular actors who are Baby Bright’s presenters: Krist – Peerawat Seangpothirat, representing powder pact products namely Red Wine Cover Pact, Anti- AC Powder Pact and Snail & Bee Venom 2 Way Powder Pact, along with Singto – Prachaya Reungroj who represents serum products namely Lime Sakura & Berries Bright Serum and Cica & Lemon Matte Serum, Baby Bright x Krist – Singto Season 2 was launched with a blast to recreate exciting flutters in fans’ hearts with True Love with Krist – Singto Mark the Map in Bangkok, via a sequel of My Baby Bright Destiny Calls. The event took place at Paragon Cineplex, Siam Paragon, on 10 November 2019, and was participated by both domestic and overseas fans.

Organized under Baby Bright brand, the premier of “LOVE FROM OUTTA SPACE” mini-series in HAPPY DAY WITH OFF-GUN and the stars of this event, namely, Off – Jumpol Adulkittiporn, representing foundation products: Aloe Snail AA Smooth Skin Anti-Acne Cream SPF50 PA+++, White Plankton DD Anti-Pollution Daily Defense Cream SPF50 PA+++ and Watermelon & Tomato Matte BB Cream SPF45 PA++, Gun – Atthaphan Phunsawat, representing lipstick products: Plankton Matte Cushion Lip and Moist Tint, MM Mineral Matte Lip Paint and Lip & Cheek Matte Tint, took place at Paragon Cineplex, Siam Paragon, on 24 November 2019, and was hyped by both domestic and overseas fans.

With the health-conscious group of consumers in mind, Karmarts Public Co. Ltd., launched a health promotion activity under Jejuvita with Bas of SBFIVE on 2 November 2019 at 14.00 – 16.00 P.M., at TRIA Medical Wellness Center, RAMA 9. The event was held and participated by more than 50 people who engaged in fun and exciting activities such as exercises as well as fruit and vegetable juice guessing games, all while receiving useful insights regarding product information from brand administrator and instructive details on weight loss from pharmacist.

Back for the second time, this 30-day downsizing challenge marketed under Jejuvita brand zoomed in primarily on weight loss achieved via consumption of Jejuvita B-JIM! The challenge was successfully held for second consecutive year, and participated by more than 50 people.

  • Activity duration: 25 March – 30 April 2019.
  • Challenge duration: 2 – 31 May 2019 (consumption of Jejuvita B-JIM for 30 consecutive days).
  • Final round: The winner was awarded with 50,000 THB prizes at Karmarts Public Co. Ltd., Headquarters, on 8 June 2019.

Hosted by one of Thailand’s leading beauty stores BEAUTRIUM and graced by renowned makeup artist “Hua – Kanniput Sananwong”, this sales promotion and public relation event launched under CRAYON brand was held at Beautrium shop, Center Point, Siam Square, on 1 August 2019. The chance to be the one and only person to receive free makeover from hollyhua was offered to passersby and this prestigious opportunity undoubtedly gave rise to amazing crowds, attention as well as fun and laughter.

Karmarts Public Co. Ltd., participated in MISS THAILAND WORLD 2019 along with SKYNLAB brand, on 3 August 2019 at Palladium Hall, the Berkeley Hotel Pratunam, having in mind how SKYNLAB can bring together a confident smile and fresh breath in the beauty pageant event. The special prize “MISS CONFIDENCE SMILE BY SKYNLAB” was designed for the one contestant who delivered the most beautiful and confident smile that could capture all judges’ attention, and the winner for this award eventually went to “Grace – Chawanluck Unger”.

In line with KARMART’s positioning as an international beauty provider, with significant prominence within Asian, the Asian Beauty Blogger Contest was organized across 12 Asian countries, namely Malaysia, Indonesia, Taiwan, China, Singapore, Thailand, Philippines, Vietnam, Laos, Myanmar, Korea and Cambodia, in search for the best Asian beauty influencer and providing opportunities to amateur and influencers within the region to showcase their true talents through an intense journey. In 2019, the competition went further than expected under a reality show concept titled “BEAUTY DASH ASIA 2019”. The show comprises 5 arousing missions for the countries’ representatives to compete against each other, seeking for the best beauty blogger in Asia, of which the last mission was beautifully wrapped up at ICONSIAM and the grand winner is Mint – Nawinda Bertotti, a representative of Thailand. The proud winner of this contest was not only featured across international online platforms, but also won herself prestigious product sponsorships and collaboration opportunities from KARMART which help promote the brand to an ever-wider range of audience, especially focusing on beauty-conscious market segments. For those who desire to witness this wonderful journey, simply check out all 5 episodes of this reality show on Facebook: Karmartsclub and YouTube: Karmarts Club.