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The purposes of this study were as follows: (1) to study the demography affecting communication strategies of Lolane Z-Cool, (2) to study the current communication strategies of Lolane Z-Cool affecting brand's succes, (3) to study integrated communication strategies of Lolane Z-Cool affecting brand's success, and (4) to study awareness of z-generation affecting communication strategies and success of Lolane Z-Cool. This qualitative research collected data by depth interviewing and using quantitative research. Speaking of the qualitative research, the depth interview was conducted with personnel related to strategic planning, marketing, and organizational communication of Lolane Z-Cool as well as scholars and communicators. Each group consisted of 3 participants.
Most of the samples were male, followed by females, aged between 13-23 years. The largest number of respondents is the 14 year old group, the smallest number is the 22 year old group. And the average monthly income is 6,236.68 baht.
The brand communication of Lolane Z-Cool via mass media, the findings indicated that (1) magazines and television had effects on the perception at the highest level with a mean of 3.61. (2) the offline marketing activities, the brand communication of Lolane Z-Cool through activity booths in public, premium distribution, and sponsorship for university activities could significantly increase the perception of Generation Z with the mean of 3.60. Furthermore, (3) the brand communication via online media and activities, Facebook had an influence on the perception at the high level with the mean of 3.43.
For the brand communication via brand ambassadors, BNK48, through several media, the results demonstrated that BNK48 could enhance the perception of Generation Z since the samples could recognize the identity, the image, and the outstanding points of Lolane Z-Cool. They also perceived that Lolane Z-Cool became a more modern brand due to the use of brand ambassadors including 16 main members of BNK48 – Cherprang, Pun, Music, Mobile, Korn, Kaew, Pupe, Jane, Orn, Jennis, Kaimook, Ja, Satchan, Namneung, Noey, and Tarwaan. The image of BNK48 was concordant with Lolane Z-Cool and it was applied to the brand communication through both online and offline media such as Facebook Page, Instagram, Twitter, social media, articles on websites, promotion activities, and premium distribution. The mean of brand communication via the brand ambassadors was at 3.89.
According to the qualitative research, the findings illustrated thatLolane Z-Cool applied both online and offline media to the brand communication strategy. For this year, the core brand message was “Beautiful Hair and Cool Life with BNK48” which aimed to turn the brand image into modern Japanese style to suit Generation Z. After the use of BNK48 as the brand ambassadors, it was found that Generation Z men, working-age customers, and even Generation Y were more engaged in the online media of Lolane Z-Cool.
As a way to work out the communicational strategies for the Lolane Z-Cool brand, researchers concluded that the brand will have to place their efforts on developing credibility within its target groups and position their communication message clearly for the brand to be effective. Through online media and integrated marketing promotional activities, consumers will be able to get close and involve themselves and relate more to the Lolane Z-Cool brand. In doing so, it will create brand awareness, and increase the customer base for the generation Z target group and allow the brand Lolane Z-Cool to be relatable to them (generation z) in the near and promising future.
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