marie france

History

• The most successful Slimming Center• First established in Switzerland• Network of 60 centers in Switzerland and United

Kingdom • Network of 14 centers in Asian markets• Marie France Thailand was established in 199 4

- Seventeen centers in Bangkok and provincial areas

Centers in ThailandBangkok

· Central City, Bangna · Future Park, Rangsit· Central Plaza, Lardprao · Liberty Square, Silom· Central Plaza, Pinklao · Emporium Tower· Central Plaza, Ramonthra · The Mall, Bangkapi· Central Plaza, Praram III · Fashion Island· Central Plaza, Praram II · Central World · Central Pinklao Tower

Provincial Areas · Central Airport Plaza, Chaing Mai · Pacific Park, Sriracha

· Central Festival, Phuket · Diana Department, Hat Yai

unique selling point

• Top shelve of the business with high reputation and market share

• Focus on slimming and weight management with professional assistance

• No dieting, relying on pills, or intensive exercises• More than 60 slimming programs• Detailed consultation from nutritionists and medical

staffs

Public Relations• Does not have in-house PR department• Miss Sasiwee Suetrong: General Manager

- responsible in making decisions about PR programs

• Marie France hires outside PR company

Kith & Kin Communication and Consultant

- good partnership working style

- professional in news release

why PR is important ?• No less important than other departments• While other departments look after what goes on

inside the company, PR work toward cooperating the company with the publics

• PR save the image of the company• Keep good relationship between the company and the

publics

Why outside PR company is better ?

• More professional in handling public relations work • Marie France is able to focus on its core principle;

slimming• Work as covers for the company in time of crisis

Public Relations objective

• To build brand awareness and recognition• To create good relationship between the company and

the media, and the mass publics, especially customers • To build good image of the company in peoples’ minds• To stimulate sale levels

Target Publics

• Customers

- Premium Customers: Working women

- Year 2004: Pregnant women

- Year 2005: Undergraduate students

- Year 2008: General mass people

History of Kith & Kin Communication and consultant

• Established in 1995 by Miss Supaluck Tanthapichat; president and managing director

• of the company • Focus on public relations and

services on the organization image

Kith & kin role• To provide public relations counseling and conduct

public relations work through domestic media • To handle public relations through foreign media or

networks

Kith & kin Potential • A Thai-owned company • With experienced and professional team • Offensive and defensive management to keep up with

the situation and opportunities • To assign media to suit target audiences • To join efforts in order to ease crisis • To offer recommendations and join supplementary

activities

Kith & kin Potential • To work closely and continuously with full

responsibilities • To cooperate and to organize the conference and

seminar • To produce all kinds of media• To provide and purchase newspaper space and

electric media's time

Kith & kinScope of Public Relations services

through Domestic Media • To work out plans in accordance with objectives • To implement the plans to achieve the goal • To assign media of all forms to suit target audiences • To produce news information and special scoops for

presentation• To coordinate and hold meetings with members of the

mass media to boost relations and create better understanding with them

Kith & kinScope of Public Relations services

through Domestic Media

• To follow up on the response of the media after releasing news and information

• To provide clarification and correct inaccurate news or false reports

• To summarize and assess each situation appropriately • To arrange files on achievements and impacts on a

weekly basis

PR Consultant• PR Strategy • Issue Management • Situation

Management

PR Event • Grand Opening • Product Launching • Seminar • Workshop • Exhibition • Party

Kith & kinPublic Relations Tools

Kith & kinPublic Relations Tools

Media Relations• Executive Interview • Tie-in Program • Press Conference • Press Meeting • Advertorial / Scoop

• Press Release • Photo Release • News Clipping • News Monitoring • Media Training

Kith & Kin department

1 . Consulting Department- Gives counsel - Seeks new concept for the project

2 .. Operating Department (Public Relations Department)

- Coordinates with clients- Gives idea for public relations method to each circumstance

Kith & Kin department

3 . Supporting Department

(Clipping Team, Photo Team, and Production Team) - Supports the public relations program to be more perfectly equipped

Kith & kin Ethics

• Always choose work that:

- Does not contradict to the ethical principle

- Does not take advantage

- Does not deceive the publics

Kith & kin Legal Issue

• Legal department

- oversees the information • Before publicize; consider information

- correctness

- does not cause any legal issue

Kith & kinCorporate Social Responsibility

• focus on activities that:

- give benefits to society

- provide good image to client• continuously arrange in the long period of time• “Bye Bye Fat Challenge”

* Foundation for overweight people

* Earnings are dedicated to The Chaipattana Foundation

kith & kin Choice of Media• For target groups of Marie France

- News release:

* Women magazine

* Newspaper

* Webboard

* TV program e.g. sitcom

* Events e.g. mini concert, grand opening

Revolution of PR program• Before and after

- Print ads• Reality

- Press Release

-TV program e.g. sitcom

- Events e.g. grand opening, mini concert

Public Relations processKith & Kin

Presenting Creative Ideas to Marie France

Brainstorming

Developing Idea

Choosing Presenters

Creating Slogan

Evaluating Effectiveness

Campaign

Ethical Issue Year 2003

• Tik - Kanyarat Jiraratchakij

• First presenter that Kith & Kin worked with Marie France

• Attacked by the press

• Retouched photos

• Press conference

Ethical Issue

Year 2004

Gig - Suwajanee Chaimuksik

Year 2005

Honey - Passorn Bunkiat

Year 2006

Helen - Patumrat Worramalee

Year 2006

Tata Young

Year 2007

Benz - Pornchita Na Songkla Meiji - Pimaksiporn Winkomen

Year 2008

Hai - Arpaporn Nakornsawan Luknam - Pamela Bowden

Events• Year 2006

“Cinderella shining star contest

by Marie France Bodyline”

- Marie France cooperated with RS Promotion

- Find an overweight girl to be leading actress in the music video of Cinderella; RS girl band

- Workshop for overweight girls:

* to improve their appearance

* to learn acting technique

Events• Year 2007

“I Lost It”

- A reality show cooperated with Asia Television & Media Co., Ltd.

- Losing weight competition

- Offer a chance for overweight girls to:

* improve their appearance

* become a stars in the entertainment media

Events• Year 2008

“PuiFai The Project By Marie France Bodyline”

- Marie France cooperated with True Fantasia

- Find an overweight girl with a great voice to be a singer and featuring a song with Puifai; Academy Fantasia season 4

Public Opinions

Marie France Other Sliming Centers

18 2

1. What is the first slimming center that comes into your mind?

Public Opinions2. Do you recognize any presenters?

Presenter Interviewees

Benz & Meiji 10

Pregnant Celebrities 2

Hai - Arpaporn 4

Cannot recognize

the presenters 4

Our criticism

• Cooperativeness• Difficulty in acquiring information• Marie France does not have an in-house PR

department• Difficulty to get in touch• The use of beautiful celebrities

Group ’ s Opinion of the effectiveness of PR programs

• Hiring Kith & Kin• Expand target groups by using effective presenters• PR programs really reach target groups• Unique idea “ reality show ”

- reach its target groups - show the publics that overweight people can

be thin

• Good and right presenters

- draw publics attention and target publics• Corporate Social Responsibility

- improve Marie France image• Uses various forms of PR programs

- produce a fully-effective PR programs• From the survey; Marie France PR programs are very

effective