MBA Project Option : School of Management, AIT By : Noparat Yingjamsiri

Agenda This project is done for Super Jeew – the longest lasting children program producer, in order to keep the company update with the new behavior, attitude, and satisfaction of its audiences. The agenda of the presentation is on the right. IntroductionIndustry BackgroundSuper Jeew OverviewResearch ResultsRecommendation

Objectives & Benefits Program improvement Awareness testing Possible advertisement effectiveness reference to sponsors

The satisfaction of Super Jeew audiences is positively related to the perceived level of participation in the program The brand recognition of sponsors in Super Jeew is positively related to the satisfaction of each activity period within the program Hypotheses

Methodology Group of non-live activity shooting experienced audiences Group of live activity shooting experienced audiences Large number of samples 6600 Questionnaires 5530 were taken 5500 functional 22 Focus Groups 110 from grade 3-4 112 from grade 4-5-6

Competition characteristics  MCOT Modern 9 TV is the cartoon channel leader  Cartoon as a TV rating tool  Other channels duplicate leader’s strategy  Still MCOT is the most powerful player when others avoid face- to-face competition  Compete with variety and content of the programs  Cartoon is the dominate strategy for all channels, however, others become more powerful alternative

Super Jeew is amongst the cluster of cartoon programs

Porter’s 5 forces model Even there are 3 high forces from suppliers, customers, and competition within the industry, the children TV program industry is attractive with the high market value as much as over 700 million baht per year. Substitutes don’t play such important role when the target group is unclear and also it’s not easy for the new entrants when the investment is high. industry New Entrants Custome rs Substitu tes Supplier

Movie here

Behavior & Attitudes

 Super Jeew has such big group of audiences with high participation level  The program can easily induce its audiences to join the program activities

Behavior & Attitudes

Preferences Host Character does matter when appearance does not. Sense of humor General Knowledge Ideal host P’Soop P’Soop has been program host and symbol 17 for 17 years Now Lazy Gang are taking their turn

A change of audiences lifestyle The interesting point of this research is when 25 percent of the kids told the researching staff that they love watching documentary program and another 18 percent love watching news. This fact may send a signal of changing of the interests of the new generation. Besides entertainment, the contents and learning process from TV program is in the new generation’s favor and interest “Laughing is not the only thing that we are looking for when we watch TV, we got to learn something out of it” Nam Grade 4 student Wat Nimmarnradee School Focus Group “Reung Dek Dek…Mai Lek Yang Tee Kid” 17 January The Krungthep Turakij Website: Business Research. Research of Far East DDB

Activities evaluation RankActivity Name Average Satisfaction Level Average Participation Level Average Fun Level 1 st Super Game nd Super Idea rd Super Challenge th Super Sport th Dek Som Boon Junior Food Challenge

Correlation between level of satisfaction to participation Hypothesis I The hypothesis is proved that the satisfaction of Super Jeew audiences is positively related to the perceived level of participation in the program; yet, the correlation is lower than the relation between the fun level and favourable rating.

Brand recognition of Add-Ins Super Jeew SponsorPercentageNon-Super Jeew SponsorPercentage Food Challenge Dek Som Boon54% Super Idea Honda Asimo52.6% Super Game Ovaltine Vitamilk Mama Tulie Kellogg’s Yoyo Faber Castel 24%89.8% 10.2%92.38%90.4%87.2% 32.8% DutchMill Yum Yum Chang Noi 28.2% 11.2% 22.8% Super Challenge Snack Jack46.4%Lay’s8.8% Super Sport Foremost32.6%

the result of survey showing the average advertisement recognition comparing with average satisfaction, participation and fun scores Super Jeew Sponsor Average advertisement recognition Average satisfaction score Average participation score Average fun score Super Game61.0% Food Challenge54.0% Super Idea52.6% Super Challenge 46.4% Super Sport32.6%

Correlation between activity satisfaction and ad recognition Hypothesis II The hypothesis is proved that there is no relationship between activity satisfaction and advertising recognition Super Jeew can convince the sponsors with the amount of viewing, but can’t guarantee brand recognition

Focus Groups explain the brand recall Wat Nimmarnradee School (Non-live activity experience) o Without seeing any logos, the focus group members can recall 2 sponsors o Not the name of the brand but MASCOT & CARTOON CHARACTER Rajchawinit Primary School, Bangkae (Live program shooting experience) o Brands distributing sampling can be recalled o Plus the mascot showing in the program

Problems summary Food Challenge needs improvement Super Sport calls for attention  Only 2 representatives from one school can join  Audiences can’t participate directly  Limited fun?  Large amount of participants  Only hot-shot of the shoot is broadcasted  Does it make any different from school’s sport day to audiences?

Problem summary Super Challenge’s result is doubtful How to enjoy the inspiration with Super Idea  The amount of participants in the live activities are not different from Super Game  Variety of games but no special host  Does broadcasting period matter?  Individual participation fits audiences’ preferences  Low fun … how to increase?

Super Jeew’s next step Further study on specific problematic activity periods Analyze & Design new activities based on Sponsor’s agreement