Introduction Established in 2011, Sansendo International (Thailand) Company provides marketing solutions to a variety of clients through advertising and production. Sansendo (Thailand) is managed by Sansendo International (Japan). Some of Sansendo's clients include Honda, Toyota, Nissan, Tipco, Mirai, HIS, and Autobacs company. After graduation from Rajamungala University in Bangkok, Sansendo International hired me as an Assistant Manager of Strategic Marketing and Planning. I helped clients improve customer relationships with their target market by implementing strategic marketing campaigns. During my three years working in Sansendo, I had the opportunity to work with the following prominent clients: Honda, Autobacs Company, Gateway Ekamai. Creating a CSR Campaign for Improving Brand Image Client: Honda Automobile (Thailand) Company Project: Honda Green Camp Company Profile Honda Motor Co., Ltd. is a Japanese public multinational corporation primarily known as a manufacturer of automobiles, motorcycles and power equipment. Honda has been the world's largest motorcycle manufacturer since 1959, as well as the world's largest provider of internal combustion engines measured by volume, producing more than 14 million internal combustion engines each year. It became the second-largest Japanese automobile manufacturer in 2001, and was the eighth largest automobile manufacturer in the world in 2011. Overview of “Honda Green Camp” “Honda Green Camp” is an annual event created by Honda Automobile (Thailand) in 1999 to foster a better understanding of the environment. The campaign was sponsored by the king of Thailand and aims to produce a positive impact in schools as well as contribute to a better society and cleaner environment. Teachers and students are selected from 49 schools in Thailand to participate in camp activities. These schools compete to create the best ideas for promoting a cleaner environment. Honda gives a monetary reward to the winning school. Sansendo and Magic Eyes, a non-profit organization, have been collaborating on this project for 14 years, creating activities, operating the overall project and designing the key visuals for various media outlets in order to positively influence overall brand perception in Thailand. The promotional pictures and content were sent to the public relations firm, Aziam Burson-Marsteller Co, Ltd. The firm publicized Honda Green Camp project through various media platforms. The primary goal for Honda Green Camp project was to improve Honda’s brand image by increasing employee and customer loyalty in the following ways: Augmenting reputation and brand image; encouraging greater productivity and quality by conveying that Honda is an environmentally friendly car company. Honda focused on two target groups. The primary audience targeted was employees and current customers of Honda. The secondary audience targeted was general Thai consumers. Description and Goals of “Honda Green Project In 2013” The primary goal of the Honda Green Project was to create an event with the purpose of raising environmental awareness by educating teachers and students on ways of preserving the environment in Thailand. My team and Magic-eyes supported this project by creating activities which provided information and methods to create better environments around their schools. For example, teachers and students learned about the lifecycle of turtles and the importance of their preservation, explored the mangrove forest system, planted trees and released fish into their natural habitat. Methodology, Findings and Recommendations Based on my research from previous years, I found that the Honda Green Camp Project could improve in the following areas: • By finding new activities in the camp in order to increase word-of-mouth between teachers, students and their parents. • Enhance the brand image by providing a broader media exposure during the event. Personal Reflections and Contribution In order to make the Honda Green Camp project fun and interactive, I came up with an idea to throw a Honda Aloha Night party. My responsibilities included set design, production, event planning and managing the budget. I designed and decorated the event with the focus on the environment by using natural materials such as coconut leaves and bamboo. Activities for the teachers and students included dining together and each school involved with the project was required to put on a show. The purpose of the “Honda Aloha Night” project was to: • Create a memorable conclusion to the Honda Green Camp. • Help reinforce Honda's brand image and move away from the old image of a school camp. • Increase word-of-mouth advertising. • Enhance the image of the Honda Green Camp via additional media platforms. Problems and Solutions 1. A particular challenge occurred during the set up. I could not get certain natural materials, such as coconut leaves, which meant whatever authentic items my team could not procure we created ourselves. For example in lieu of coconut leaves we supplemented our decorations with palm leaves. 2. Having never organized an event on a military camp, I quickly learned that I need to reserve more electricity during the night because I could not provide enough illumination. I solved this problem by simply inviting the students to sing and dance in the dark. For future events I plan to budget for greater electrical requirements by renting more generators. Summary “Honda Aloha Night” of Honda Green Camp Project All participants were satisfied with Aloha Night. We also received good feedback from the Honda team, to the point that the company planned to do a bigger and nicer “Honda Aloha Night” the following year. Honda Aloha Night significantly changed the camp's image and provided additional promotional material, particularly to news outlets. Summary “Honda Green Camp Project” Honda Green Camp Project in 2013 helped Honda (Thailand) improve the brand image because the public relation team provided more promotion about the campaign than in previous years. Honda achieved these goals when the participants received a greeting from the king of Thailand. This proved to be a large promotional boom for Honda. Increasing Brand Awareness and Customer Loyalty Client: Autobacs (Thailand) Company Project: Outlining Marketing Plan 2013 Company Profile Autobacs Seven Company, Limited is an automotive franchise and is the first large-scale automotive goods store to offer its motor oil and tires in store. It was founded in 1947 by Toshio Sumino. The first store opened in Daito, Osaka. Today, Autobacs has over 500 stores in France, China, Taiwan, Singapore, and Thailand. It is the largest nationwide automotive chain in Japan. In 2000, Autobacs Seven, Company opened four stores in Thailand, three in Bangkok and one in Sriracha, which has a prominent Japanese community in Thailand. Description and Goals Autobacs' goal is to expand their businesses by adding more than 30 stores by 2019. Sansendo accomplished this for Autobacs' by strengthening their customer rapport. Sansendo supported Autobacs' goal by setting forth to increase brand awareness and raise Autobacs' previous customer acquisition rate. Methodology, Findings, and Recommendations Based on the evaluations (SWOT, Porter’s Five Forces, 7 P’s of services marketing, GAP Analysis, and Financial Analysis) that were performed during the research of this program, I found that Autobacs' success came from its superlative services, quality goods, and loyal clientele. There are four Autobacs located in Bangkok and Sriracha. Their general promotion of unique Japanese automotive products was effective. Also, their services and products are reasonably priced, and the stores are conveniently located within Bangkok and Sriracha. So I decided to use these positive attributes to further increase consumer interest. Through my research, I decided to focus on target groups which the company had overlooked. I focused on two groups. The primary group was teenagers, working adults, travelers, and current customers who use cars. The secondary group was people who live near each of the stores, women who purchased their vehicles, buyers of exclusive Japanese products, and people who were looking for quality services or goods at an affordable price. Also, I found that due to heavy competition, active memberships to Autobacs has been in decline. Competitors such as Cock Pit, B-quick, A.C.T (Auto cares and Tire) are particularly aggressive. Of note, Cock Pit and A.C.T are supported by the global tire brand Bridgestone. Particular Thai branches include Cock Pit 169, B quick 90, and A.C.T 75. So I concluded that Autobacs should perform and improve in the following areas: Personal Reflections and Contribution My responsibilities for the project included researching, analyzing, SWOT, Porter’s Five Forces, 7 P’s of services marketing, GAP Analysis, and Financial Analysis, creating the core ideas, outlining the 2013 marketing plan, and managing budgets and timelines for the company. After conducting a thorough research analysis, I focused on long-term relationship building and customer loyalty, as opposed to a short-term transaction focus. The project tasks were divided into three sections: capture target demographics, provided and reminded to the targets, and provided information on a larger scale or non- targets. Tactic 1: Capture Target Demographics After identifying the targets, I decided to acquired current customers' information. This allowed me to build a targeted direct marketing campaign; I began this project by