Background

Increasing number of competitors that have the same interests in Chinese’s restaurant with more

widespread promotions

Objectives

•To strengthen Kho Chang Ching existence in its customers•Expanding Kho Chang Ching market share in

Chinese restaurant• Increasing Kho Chang Ching brand recall as a

delicious and classy Chinese restaurant

Symbol Base ofAuthority

Brand Personality

CoreValue

The Taste that Crosses the Border

EmotionalBenefit

Ideal CustomerImage

Luxurious Chinese Restaurant

Noodle and seafood Chinese cuisine

specialist

A Classy, prestigious and

delicious Chinese Restaurant

Modern, High Class, and Exclusive

FunctionalBenefit

Originality and scrumptious Chinese

Restaurant

Kho Chang Ching Honeycomb

The Taste That Crosses The Border

Core Value Kho Chang Ching

Brand Personality

Exclusive

A Classy, prestigious and delicious Chinese Restaurant

Kho Chang Ching

Male & Female

30 – 50 y.o

Exclusive

Modern High Class Cuisine Lover

ARCAS Sheet

what stimulus to undertake them know

what to reminded to make it relevant technique

How to present check point to select the brand

Last push for purchase such as purchase privillage and sales talk as recommendation

To be purchased repeatedly

A ttract

R elate

C ompare

A ction

S ustain

Every 5 meals get 30% discount voucher promos

Family package menu

Print Ad

Adlips Radio and Social Network

Internet Ad, POP