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Xao Ban Marketing Strategy
1
MoG Team
March 22, 2014
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2
IntroductionKeywords of NutThere is 4 keywords of Nut we feel
• Happiness
• Independent
• Share
• Responsibility
• Wants to do Xaoban without stress
• Nut’s mother work hard for 5
children
• Older brother as a role model let her
take strong appetite
• Studying in Europe let her know hard
work and punctuality
• Appreciate for the society
• Support handicapped
• Support women
• Spread knowledge to young people
• Don’t betray the customer
Nut’s Comments Keywords
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3
IntroductionOur understanding about Xaoban model
Good process
Good product
Good Customer
Good Neighbor
1.Ingredients 2.Inbound logistics 3.Production
4.Outbound logistics 5.Selling
Modern Customer
High Quality Yogurt
Modern Customer’s Community
Xaoban is a platform for modern customer
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4
Outline
1. Current Status
2. Vision
3. Target Customer
A) Modern Customer
B) Tourists
C) Emerging Customer
4. Strategy
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1. Current StatusSales by Customer / by ChannelExpats is currently Xao Ban’s main customer and Minimart is a major channel
Expats45%
Lao30%
Tourist25%
Estimated Sales by Customer (2013) Sales by Channel (2013)
Mini Mart43%
Hotel34%
Restaurant13%
Xao Ban Shop10%
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1. Current StatusSales by ProductYogurt has a big proportion in sales
Sales by Product (2013)
Yogurt35%
Juice20%
Jam15%
others30%
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1. Current StatusCustomer TrendThe importance of expats in the Lao market is decreasing in relation to tourists and Lao
Expats Tourist Lao
SizeThe number will decrease due to less NGO and foreign gov. workers
The number will grow The number will grow
ComponentKorean and Chinese will increase
More and more tourists from Asia-Pacific region
More rich and modern customers will emerge
PurchaseUnchange More cafe and hotels will
be open for touristsMore purchase at supermarket and convenience stores
Yogurt purchase
Unchange More people will purchase
Customer Trend
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1. Current StatusStatusWe focused on identifying target customer for Xao Ban to diversify its customer base
Category Issues Direction Questions for Actions
Customer Around 70% are expats
Needs to diversify customer base by targeting tourists and Lao
• Which customers are our target?• How is the size of the target?• What kind of lifestyle?• How is their yogurt purchase behavior?• What are their barriers in buying Xao Ban
products?• What kind of yogurt should be sold to
target customers?• What promotion activities are required?
Product Yogurt sales consists 75% of total
Needs to increase sales of non-dairy products
• To which customer, we can sell non-dairy products?
Channel 80% is Mini mart
Needs to diversify channel by targeting cafe / restaurants
• What types of channel do we use to target customers?
Production COGS ratio in sales is high due to imported raw materials
• Cost reduction by starting a local dairy farm
• Increase productivity with machines and factory improvement
OurFocus
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Outline
1. Current Status
2. Vision
3. Target Customer
A) Modern Customer
B) Tourists
C) Emerging Customer
4. Strategy
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2. VisionVision
1. Diversify source of sales in• product• channel• customer
2. Sales volume increase by 50%
3. Establish local value chain
Xao Ban’s Vision
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Outline
1. Current Status
2. Vision
3. Target Customer
A) Modern Customer
B) Tourists
C) Emerging Customer
4. Strategy
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12
3. Target CustomerCustomer Map
Expats Tourist LaoMen Women Men Women
Super rich Upper M Others
Age
0-20
21-40
41-60
61-
Customer Map (Viantiane)
NOT target due to limited budget
NOT target due to limited # of population
limited yogurt consu
mption
NOT target due to limited budget
Modern Customer
(4,500 people)
Modern Customer
(7,500)
A A
Tourists(2.6 mil people)
BEmergingCustomer(126,750)
C
NOT target due to limited yogurt
consumption
NOT target
as wives pur-
chase yogurt
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3. Target CustomerCustomer Purchase Point
Target customers purchase products in different places
A Modern Customer
B Tourists C EmergingCustomer
Customer Purchase Point
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3. Target CustomerCustomer Summary
Modern Customer Tourists Emerging
Customer
Expats Local
1 Population 4,500 people
7,500 people 2.6 Mil people 126,750 people
2 Income USD4,300 / m
USD1000 / m
OverUSD1,500 / m USD200 / m
3 OccupationHousewife,
Lao workers
Cetral bank,
landownerBusiness man, teacher Student, Worker
4 Yogurt Purchase Volume
1800g / w 300 g / w300 g / w(150g x 2)(Potential)
About 375 g / w(150g×2.5)
5 Market Size(1 x 4 x 52w) 421 ton / y 11.7 ton / y 15 ton/ y
(Potential) 2,471 ton/ y
6Xao Ban Purchase
Experience
Recognition: 100%
Purchase: 100%
Recog: 100%
Purchase: 60%
Recognition: 0%Purchase: 0%
Recognition: 18%Purchase: 5%
A B C
Customer Summary
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3. Target CustomerResearch Result – Package Design
Xao Ban A. Bulla B. Dutch
C. Foremost D. Meiji E. Lao Yogurt
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3. Target CustomerResearch Result – Package Design
PIC Modern Customer (n=32)
Tourists(n=16)
EmergingCustomer (n=43)
1 Xaoban 69% 35%
2 A. Bulla 16% 13%
3 B. Dutch 16% 19% ✔✔
4 C. Foremost 0% 36%
5 D. Meiji 0% 0%
6 E. Lao Yogurt 0% 0% ✔
A B C
Research Result – Package Design
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3. Target CustomerResearch Result – Product Volume
Modern Customer
Tourists(n=16)
EmergingCustomer (n=54)
1 100g 7% 38%
2 150g ✔ 93% 62%
3 300g
4 600g ✔
A B C
Research Result – Product Volume
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3. Target CustomerResearch Result – Message
Message Modern Customer (n=28)
Tourists(n=30)
EmergingCustomer (n=20)
1 Laos top 10 woman manager 26% 4% 1%
2 High quality thailand milk 4% 5% 4%
3 Made in laos 12% 22% 60%
4 Using starter from Denmark 7% 7% 1%
5 Employ disadvantage 25% 11% 4%
6 Traceability 17% 16% 10%
7 Handmade 0% 16% 15%
8 Limited production 5% 3% 1%
9 Tasty yogurts admired by the worlds 5% 12% 4%
A B C
Research Result – 9 Messages
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Outline
1. Current Status
2. Vision
3. Target Customer
A) Modern Customer
B) Tourists
C) Emerging Customer
4. Strategy
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3. Target Customer Modern Customer – Portrait
Modern Customer Portrait
A
Customer Pic
Yogurt Consumption 1800g/w
Occupation Housewife
Family 4
Hobby Tennis
Shopping Phonsiri Siavon…etc
Market Size
Xao Ban Purchase Yogurt, fresh juice
Population 12,000
Income
Other Belonging to volunteer group
$430,000
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3. Target Customer Modern Customer – Purchase Behavior on Yogurt
Modern Customer Purchase Behavior on Yogurt
A
Recognition
Interest
Action
Compare
Purchase
Use
Attachment
Spread
Word of mouth
Go to the supermarket
taste price
Hoarding
600g
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3. Target Customer Modern Customer – Xao Ban Purchase – 8 steps A
Recognition Interest Action Compare Purchase Affection Spread0%
20%
40%
60%
80%
100%
120%
100% 100% 100% 100% 100% 100% 100%
Xao Ban Purchase – 8 Steps
Comment
• We can see Xaoban yogurt anywhere.
• Simple design
• Rich image
・ Taste・ Healthy
• Word of mouth
• Suitable for presents
Yogurt / Fresh Juice
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3. Target Customer Modern Customer – Xao Ban Purchase – 8 steps A
Recognition Interest Action Compare Purchase Affection Spread0%
20%
40%
60%
80%
100%
120%
100% 100% 100% 100% 100%
30% 30%
Xao Ban Purchase – 8 Steps
Comment
• Almost everyone know Xaoban Non-yogurt
• Xaoban brand through yogurt
• Taste is too strong
Non-Yogurt
• Xaoban brand through yogurt
• Xaoban brand through yogurt
• Xaoban brand through yogurt
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3. Target Customer Modern Customer – Xao Ban Purchase – Issues A
Modern Customers – 8 Steps Issues
8 steps
Recognition 100%
Interest 100%
Action 100%
Compare 100%
Purchase 100%
Use 100% Size , Taste(feeling in the mouth or semisweet)
Attachment High Not feeling familiarity or Attachment
Spread High
Yogurt / Fresh Juice
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3. Target Customer Modern Customer – Xao Ban Purchase – Issues A
Modern Customers – 8 Steps Issues
8 steps
Recognition 100%
Interest 100% Xaoban brand has a healthy image
Action 100%
Compare 100%
Purchase 100%
Use 100%
Attachment 30% Taste is too strong
Spread 30%
Non-Yogurt
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3. Target Customer Modern Customer – Customer StrategyA
Evolution of Xao Ban Customer
Yogurt
Yogurt
Yogurt
Tourist EmergingCustomer
ModernCustomer
Make people toStart to buy Yogurt
Increase yogurtpurchase
Increase non-yogurt product purchase
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3. Target Customer Modern Customer – ProductIt’s necessary to aim at the both taste, existing and soft , according to nationality
A
・ Add soft taste of dressing and paste sauce
・ Aim at the both taste, existing and soft.
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3. Target Customer Modern Customer – Promotion
Modern Customer – 8 Steps – Promotion
8 steps
Recognition 100%
Interest 100%
Action 100%
Compare 100%
Purchase 100%
Use 100%
Attachment 30% Listing key message through the strong point of Xaoban on the product Label
Spread 30% Making a shop which raises brand value of xaoban
A
It’s necessary to focus on Attachment and spread.
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3. Target Customer Modern Customer – Promotion – Recommendation
Messageandshop
purchase
useAttachment
spread
A
It’s necessary to operate from purchase to spread through message and shop.
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3. Target Customer Modern Customer – Overview
Overview
A
For increasing brand value of xaoban
Product Promotion
shopProduct
The concrete tactics The concrete tactics The concrete tactics
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3. Target Customer Modern Customer-product
Add soft taste of dressing and paste sauce .
31
A
Aim at the both taste, existing and soft.
Soft taste (Less garlic)
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3. Target Customer Modern Customer – Promotion – Product Bland value is increasing by listing key message through the strong point of Xaoban on the product Label
List image
A
Exiting product pic1.Made in Laos2.Handmade 3.Tasty yogurt admired by the world
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3. Target Customer Modern Customer – Promotion – ShopBrand value is increased by making a shop which consider natural, family and added value as concept
A
Added value
Nature
Shop through the concept of nature , family and added value
Family
・ Arrange flower outside fence ・ Growing grass on the deck space to take a rest for mothers and kids・ Tasting event for new product for customer・ Present a recipe from Xaoban mother・ Shop-limited product
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Outline
1. Current Status
2. Vision
3. Target Customer
A) Modern Customer
B) Tourists
C) Emerging Customer
4. Strategy
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35
3. Target Customer Tourist– Portrait
Tourist Portrait
B
Customer Pic
Yogurt Consumption 300 g / w(150g x 2)
Market Size 1,571,340/ y
Xao Ban Purchase Recog: 0%Purchase: 0%
Population 2,723,564 people
Income Over USD150,000 / m
Café on the Rue se tthathilat stree
Place to stay Guesthouse, hotel
Place to visit
Shopping Morning Market
Days to stay
Patou Xai, Thai Luang
Place to eat
4 days
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3. Target Customer Tourist – Purchase Behavior on Yogurt
Tourist Purchase Behavior on Yogurt
B
Recognition
Interest
Action
Compare
Purchase
Use
Attachment
Spread
Free Paper Poster
Free Paper Panph POP
Cafe MiniMart Breakfast in the Hotel
MIniMart
Cafe
Cafe MInimart
POP
Facebook Blog Twitter
Breakfast in the Hotel
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3. Target Customer Tourist – Xao Ban Purchase – 8 steps B
Recognition Interest Action Compare Purchase Affection Spread0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0% 0% 0% 0% 0% 0% 0%
Xao Ban Purchase – 8 Steps
Comment• 100% of tourist don’t know Xaoban. There are shops selling XaoBan product but 0% of tourist know
XaoBan. ⇒Taking strategy increasing recognition can make opportunity the tourist buy XaoBan product.
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Because of lucking of the interaction
rate of the recognaization is 0%
Advertise in public
Increase the number of chanel Café
Increase the oppotunity for
interaction
3. Target Customer Tourist – Problems in RecognitionB
minimart
channel
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3. Target Customer Tourist – Xao Ban Purchase – Issues
Tourist – 8 Steps Issues at cafe
8 steps
Recognition 0% Café sell xaoban’s product without xaoban’s name
Interest 0% Without POP we can`t tell the message for customer
Action 0%
Compare 0% At café xaoban product should be sold more expensive because all products are expensive(coffee/17000kips)
Purchase 0%
Use 0%
Attachment 0%
Spread 0%
B
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3. Target Customer Tourist – Xao Ban Purchase – Issues
Tourist – 8 Steps Issues at minimart
8 steps
Recognition 0% No POP
Interest 0% Without POP we can`t tell the message for customer
Action 0%
Compare 0% Yogurt doesn’t meet customer’s needsMinimart is too competitive market
Purchase 0%
Use 0%
Attachment 0%
Spread 0%
B
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The number of customer×
Easy to sell with higher price
Because ・ tourist pays more at café than any local area ・ At café xaoban product should be sold more expensive because all products are expensive(○○keeps)
認知 興味 行動 比較 購買0
102030405060708090
after start PR in the future 列 1
Easy to increase the rate of parchaseActually rate of recognaization of Xaoban is 0% because
café serve yougurt without xaoban`s nameput xaoban product itself and put advatisement will
increase the number of the rate of 8step to purchase
3. Target Customer Tourist – Xao Ban Purchase – Where to Play B
price
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• We would like to propse enough PR and sell product much higher price with xaoban product itself
↓ customer will think xaoban goes comarcialism and reputation of xaoban brand will contaminated.Because xaoban sell same product with different price at each place
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3. Target Customer Tourist – Xao Ban Purchase – Problems B
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Name : champa lao yogurtTaste:flaveres(Mango,Lao Blackberry,Mulberry,Mango Passion,passion fruit)Logo:
Catch copy:narural hand made gift from Lao Detail:provide more lao and luxury product to all tourists come to Laos only at café. therefore newbrand and current brand have different customer bases ,They aren’t served at same chanel and products are diefferent.
43
3. Target Customer Tourist – Xao Ban Purchase – Establish New Brand B
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3. Target Customer Tourist – Product – Name
Tourist – Product – Name
B
Factor Candidate Names
Made in Lao 24%
• Handmade Lao Yogurt
• Lao Yogurt
• Champa Lao Yogurt
• Elephant Yogurt
• Yogurt Lao
• Champa Yogurt
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3. Target Customer Tourist – Product – Symbol
Tourist – Product – Symbol
B
Factor Candidate Symbols
Made in Lao 24%
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3. Target Customer Tourist – Product – Catch Phrase
Tourist – Product – Catch Phrase
B
Factor Candidate Catch Phrases
• Made in Laos 24%
• Handmade 16 %
• Naturtal Gift from Lao
• Handmade in Lao
• Handmade gift for Healty
living
• Healthy Gift from Lao
• Quality Gift from Lao
• Handmade Gift from Lao
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3. Target Customer Tourist – Product – Name – Result
Product Name – Result
Names Evaluation
Handmade Lao Yogurt 32%
Lao Yogurt 23%
Champa Lao Yogurt 18%
Yogurt Lao 9%
Elephant Yogurt 9%
Wat Yogurt 5%
Mekong Yogurt 5%
Champa Yogurt 0%
B
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3. Target Customer Tourist – Product – Symbol – Result
Product Symbol – Result
Symbol Pic Evaluation
Champa 31%
Flavor(Mulberry) 31%
Elephant 19%
temple 16%
Geography 6%
Flag 6%
B
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3. Target Customer Tourist – Product – Catch Phrase – Result
Product Catch Phrase – Result
Catch Phrases Evaluation
Natural Gift from Lao 35%
Handmade in Lao 25%
Handmade gift for healthy living 25%
Healthy Gift from Lao 10%
Quality Gift from Lao 0%
Hand made gift from Lao 0%
B
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3. Target Customer Tourist – Product – ImageB
Name Champa Lao Yogurt
Symbol Champa
Catch Phrase Ntural Hand made Gift from Lao
Volume 150g
Flavor 5 types
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3. Target Customer Tourist – Product – ImageB
Flavor
Package
Mulberry MangoPassion Fruit
Mango Passion
Lao Black Berry
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3. Target Customer Tourist – Promotion – MessageB
Xaoban isNatural Handmade Yogurt made in Laos,
which is the Art made with Sincere Love and Care.
We provide the unforgettable healthiest momentto modern customers who understand the difference
because we believe that “Yogurt is Art”; depending on the climate and maker’s feeling, the taste of Yogurt ischanged , so that it is important to talk with Yogurt.
We can achieve the highest and the healthiest quality which mass production cannot achieve by:
・ Using local ingredients to keep our Yogurt fresh・ Strong connection between the manager and the workers, which enables to keep the quality always high・ Hiring Disadvantaged people to let them bloom their potentials
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53
3. Target Customer Tourist – Promotion – MessageB
Xaoban is Natural Handmade Yogurt made in Laos,
which is the Art made with Sincere Love and Care.
We provide the unforgettable healthiest momentto modern customers who understand the difference
because we believe that “Yogurt is Art”; depending on the climate and maker’s feeling, the taste of Yogurt ischanged , so that it is important to talk with Yogurt.
We can achieve the highest and the healthiest quality which mass production cannot achieve by:
・ Using local ingredients to keep our Yogurt fresh・ Strong connection between the manager and the workers, which enables to keep the quality always high・ Hiring Disadvantaged people to let them bloom their potentials
Strongest appeal to Tourists→ Should be used in the selling message
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54
3. Target Customer Tourist – Promotion – MessageB
Xaoban is Natural Handmade Yogurt made in Laos,
which is the Art made with Sincere Love and Care.
We provide the unforgettable healthiest momentto modern customers who understand the difference
because we believe that “Yogurt is Art”; depending on the climate and maker’s feeling, the taste of Yogurt ischanged , so that it is important to talk with Yogurt.
We can achieve the highest and the healthiest quality which mass production cannot achieve by:
・ Using local ingredients to keep our Yogurt fresh・ Strong connection between the manager and the workers, which enables to keep the quality always high・ Hiring Disadvantaged people to let them bloom their potentials
Xaoban’s Uniqueness→ Can be used to diffferentiateXaoban’s Uniqueness→ Can be used to diffferentiateXaoban’s Uniqueness→ Can be used to differentiate
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3. Target Customer Tourist – Promotion
Tourist – 8 Steps – Promotion
8 steps Promotion List
Recognition Poster, pop , uchiwa , publicity, Miss Lao Contest, coffee coaster, travel note at the guesthouse,
Interest Champ flower vase, pop, yogurt after spa, factory visit
Action relax map, beautiful map
Compare design ,proses of product, collaboration with the sightseeing points, use the image of ice, use as seichozai
Purchase Ads with European’s picture
Use Recipe
Attachment Information for new product
Spread Facebook, blog
B
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3. Target Customer Tourist – Promotion
Tourist – 8 Steps – Promotion
8 steps Promotion List
Recognition Poster, pop , uchiwa , publicity, Miss Lao Contest, coffee coaster, travel note at the guesthouse,
Interest Champ flower vase, pop, yogurt after spa, factory visit
Action relax map, beautiful map
Compare design ,proses of product, collaboration with the sightseeing points, use the image of ice, use as seichozai
Purchase Ads with European’s picture
Use Recipe
Attachment Information for new product
Spread Facebook, blog
B
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3. Target Customer Tourist – Promotion – RecommendationB
Uchiwa/Map
Go cafe
Seeflower
Eye catch POP
EmotionalPOP
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• Target: – Tourists
who is suffering from the hot weather in Laos
• Aim:– Increase the brand recognition of Xaoban
B
3. Target Customer Tourist – Promotion – Idea 1: Uchiwa
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
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B
3. Target Customer Tourist – Promotion – Idea 1: Uchiwa
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
• Communication Media:– Uchiwa
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B
3. Target Customer Tourist – Promotion – Idea 1: Uchiwa
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
• Distribute Uchiwa, on which Xaoban’s advertisement is printed, to Tourist for FREE
①by using it, the person who got the Uchiwa will get to know about Xaoban②by using it on the street everywhere, it will increase the recognition of Xaoban of others too
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B
3. Target Customer Tourist – Promotion – Idea 1: Uchiwa
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
8Steps Action
Recognition Know Xaoban by getting Uchiwa on which Xaoban’s advertisement is designed.
Interest Get interested in seeing the picture and copy, and feel that they want to try.
Action Feel like going to the café and check where they can eat on the map on the back of Uchiwa.
Compare In the café, there’s a same Logo designed on POP as the one printed on Uchiwa, so that they feel more familiar to Xaoban’s Yogurt than other food.
Purchase Buy
Use Eat
Attachment Like the taste and check about Xaoban’s company information by searching on the internet, which is linked with QR Code
Spread Like Xaoban’s facebook page, and tell others.
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B
3. Target Customer Tourist – Promotion – Idea 1: Uchiwa
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
Impact: Why Uchiwa?
• Customer surely use it because it is hot.• Customer will use it for long time. (It won’t be thrown away easily.)
→The effect of advertisement lasts long.• Size of the advertisement area is big.
→Can put both sides and easy to catch eyes.• It can be used everywhere.
→Advertisement will spread broadly.
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B
3. Target Customer Tourist – Promotion – Idea 1: Uchiwa
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
• Merit for Cost-taker:– Can Put advertisement on Uchiwa
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B
3. Target Customer Tourist – Promotion – Idea 1: Uchiwa
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
• Decide the design of Uchiwa• Make a sample• Show the sample and get advertising expenses
from café where Xaoban’s Yogurt is sold.• Distribute Uchiwa at Tourist Information Center,
hotels/guesthouses, sight-seeing points.• Put POP on which the same logo as the one on
Uchiwa at the café.
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B
3. Target Customer Tourist – Promotion – Idea 1: Uchiwa
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
Cost:• \30~60/one Uchiwa (=2340~4680LAK/one Uchiwa)
• 7462 new tourists to Vientiane/day [fact]• 1 uchiwa can increase recognition of 10 people[assumption]→ X*10=the number of tourists which can be advertised with
Uchiwa If we aim 5% increase of recognition per day
X*10=7,462*0.05X=37.31→Cost per day: 87305.4LAK~174610.8LAK
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B
3. Target Customer Tourist – Promotion – Idea 1: Uchiwa
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
Human Resources:
• (Person who can design the Uchiwa)• (Person who makes the Uchiwa)• Several People who distributes the Uchiwa
to guest house and cafe
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B
3. Target Customer Tourist – Promotion – Idea 1: Uchiwa
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
FRONT
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B
3. Target Customer Tourist – Promotion – Idea 1: Uchiwa
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
Experience the Healthiest Day
with the Natural Gift from Lao
FRONT
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B
3. Target Customer Tourist – Promotion – Idea 1: Uchiwa
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
Enjoy the Natural Gift from Lao
FRONT
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B
3. Target Customer Tourist – Promotion – Idea 1: Uchiwa
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
Are You ?
Solve with
FRONT
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B
3. Target Customer Tourist – Promotion – Idea 1: Uchiwa
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
FRONT
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3. Target Customer Tourist – Promotion – Idea 1: UchiwaB
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
Enjoy the Natural Gift
from Lao
FRONT
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B
3. Target Customer Tourist – Promotion – Idea 1: Uchiwa
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
Café Advertisement
Mini mart Advertisement
BACK
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• Target: – Tourists who want imformation about the relaxation
• Aim:– Increase the acknowledgement of Xaoban ~
action to arrive café which deal with Xaoban product
3. Target Customer Tourist – Promotion – Idea 2: Map
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
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• Choose relaxing spot around bientian ( ex cafe 、 restaurant , sightseeing spot, spa ,hotel )
• Introduce café on the map which serve xaoban product
• Put xaoban`s advertisement on the Map • Provide model route • Use unusual texture paper to make diefferent from the
other maps
3. Target Customer Tourist – Promotion – Idea 2: Map
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
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Recognition Tourist has high demand for nature and relax.They will take it
Interest Because of Proper message for tourist.they will get interested in xaoban product
Action They will reach café serve xaoban product because they will follow map`s information and all café in the map serve xaoban product
Comparison ①tourist has already got familiar with xaoban because they saw on the map②proper message and package will help xaoban product to be sold
Buy Buy
Use Eat
Attachment Like the taste and check about Xaoban’s company information by searching on the internet, which is linked with QR Code
Spread Like Xaoban’s facebook page, and tell others.
3. Target Customer Tourist – Promotion – Idea 2: Map
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
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3. Target Customer Tourist – Promotion – Idea 2: Map
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
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Benefit for stakeholder
Café which deal with xaoban product
Café which dosen`t deal with xaoban product
Shop excepts cafe
Help our idea because the number of their customer`s
gonna increase
Would like to deal with xaoban product
put this Map on each shop because they`d like to put
their imfo on the map
Human resource ・ publish maps ・ communicate with stakeholder
Stake holder result
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3. Target Customer Tourist – Promotion – Idea 2: Map
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
Decide and negotiate the shop which is put on the map
put the map on each café which deal with xaoban product
Review the map every year
Publish the mapDesign the map
Negotiate with other shop which is relaxable spot
B
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Copyright © 2014 very50 All Rights Reserved.
Xaoban isYogurt made in Laos,
which is the Art made with Sincere Love and Care.
We provide the unforgettable healthiest momentto modern customers who understand the difference
because we believe that “Yogurt is Art”; depending on the climate and maker’s feeling, the taste of Yogurt is changed , so that it is important to talk with Yogurt.
We can achieve the highest and the healthiest quality which mass production cannot achieve by:
・ Using local and fruit to keep our Yogurt fresh・ Strong connection between the manager and the workers, which enables to keep the quality always high・ Hiring Disadvantaged people to let them bloom their potentials
Copyright © 2014 very50 All Rights Reserved.
• Target: – Tourists
• Aim:– Make tourists look at the product by Creating
attractive Point Of Purchase advertisement
B
3. Target Customer Tourist – Promotion – Idea 3: POP
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
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3. Target Customer Tourist – Promotion – Idea 3: POP
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
• After Introducing tourist who have already acknowledged Xaoban and been interested in the product thorough medium to café,
put attractive POP at café which catches customer’s eyes and make them purchase it.
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3. Target Customer Tourist – Promotion – Idea 3: POP
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
8Steps Action
Acknowledgement Display the POP at the place tourists can recognize When they enter the shop. ( POP①)
Interest Use the picture of the yogurt which looks local taste and delicious.( POP①)
Action
Comparison
Buy
Use
Attachment The feature of XaoBan and product is on the seat. 座る席に、( POP②
Spread QR code on the label in order to share FB( POP②
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3. Target Customer Tourist – Promotion – Idea 3: POP
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
Impact: Why POP?
Merit For Xaoban→XaoBan product can be caught attention more than other products in Menu. Merit For Customer→Easy to imagine the product because of the picture on POP, tourist would easily purchase the product.
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3. Target Customer Tourist – Promotion – Idea 3: POP
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
• Merit For Café :– POP can promote customers to buy high priced
product
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3. Target Customer Tourist – Promotion – Idea 3: POP
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
• deciding selling message and brand atomosphere
• Considering the idea of POP design • Proposing to expand channel
( Xaoban→Café )• Practice the plan
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3. Target Customer Tourist – Promotion – Idea 3: POP
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
▼Cost :→1 POP about 5,000kip/1sheet:→1 clip about 10,000kip/1clip
forCafe:POP&Clip:32 /1cafe(most café has 30 seats)
POP two "eye catch" pops at counter①POP thirty "emotional "pops at table②
▼Human ResouceXaoban have to do :・ DesignPOP design outsauce to printing shop
・ addthe pop add when you sell the cafe
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3. Target Customer Tourist – Promotion – Idea 3: POP
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
Natural type Clearly type
Eye catch POP
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• Target: – Tourists
who enters the cafe
• Aim:– Increase the acknowledgement of Xaoban
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3. Target Customer Tourist – Promotion – Idea 4: Flower Vase
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
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3. Target Customer Tourist – Promotion – Idea 4: Flower Vase
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
• By providing the image flower ‘Champa’ and flower vases on which Xaoban’s logo is designed– Xaoban can advertise and increase the
acknowledgement – Café can improve the atmosphere by putting
flower as an interior
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3. Target Customer Tourist – Promotion – Idea 4: Flower Vase
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
8Steps Action
Acknowledgement Know Xaoban by seeing the flower vase which is placed where the vase can get attention easily.
Interest Get interested in seeing the flower and the logo
Action -
Comparison By using such an unusual media, it can get much more attention compared with the usual advertisement.
Buy Buy
Use Eat
Attachment By reading the story of Xaoban written on the leafret, know more about the social side of Xaoban, which leads to the attachment
Spread By knowing the social message, customer spreads it through words of mouth or social media.
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3. Target Customer Tourist – Promotion – Idea 4: Flower Vase
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
• Since Champa is the national flower of Lao,it must be atractive for touristes.
Impact→one flower vase can advertise to a lot of customers because many people can sit on one table with flower vase.
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3. Target Customer Tourist – Promotion – Idea 4: Flower Vase
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
• Merit for Cost-taker:– Café can improve the atmosphere by putting the
flower vase
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3. Target Customer Tourist – Promotion – Idea 4: Flower Vase
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
• Decide the design of logo• Put the flower vase at the café where
Xaoban’s Yogurt is sold.• Distribute Uchiwa at Tourist Information
Center, hotels/guesthouses, sight-seeing points.
• Put POP on which the same logo as the one on Uchiwa at the café.
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3. Target Customer Tourist – Promotion – Idea 4: Flower Vase
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
• Person who buy the flower and deliver.• ・ Create logo or POP and put on the vase• Through the communication at the café,
increase the café where Xaoban’s Yogurt is sold.
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3. Target Customer Tourist – Promotion – Idea 4: Flower Vase
Aim Contents 8Steps Impact/Feasibility How To Cost Visual
Image
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3. Target CustomerCustomer Summary at cafe
Customer Summary at cafe
Prospective of sales
Tourist Number of the shop Days in a year
229,950,000(kip)→10 % of sale of XaoBan in 2013
Seat Open Hours(h) Operation Rate Ratio of Tourist Prospective Rate
Customer 30 15 70 %× × = 12.6 person(1day)
40 %× 10 %
12.6person/1d 5shops 365d× × =
×
※5shops : “Joma”,”True coffee”,”Syri2”,”Sinouk café”,”Le Banneton”
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Outline
1. Current Status
2. Vision
3. Target Customer
A) Modern Customer
B) Tourists
C) Emerging Customer
4. Strategy
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3. Target Customer Emerging Customer – Portrait
Emerging Customer Portrait
C
Customer Pic
Yogurt Consumption 2.5 times/week(ave.)
Residence Vientiane
Occupation Students, Worker
Family
Hobby Sports ( Jogging etc…, Sauna
Shopping Market, Mini-Mart, SuperMarket
Market Size 135,200 million kip
Xao Ban Purchase xxx
Population 126,750
Income 200USD(ave.)
Other Almost all of them eat Yogurt as desserts for their healthy and Beauty.
7~10members/family
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3. Target Customer Emerging Customer – Purchase Behavior on Yogurt
Emerging Customer Purchase Behavior on Yogurt
Recognition
Interest
Action
Compare
Purchase
Use
Attachment
Spread
Price Package Healthy xxx
xxx xxx xxx xxx
C
✓Media ・・・ TVCM, Magazine✓Shops ・・・・ Minimart, Supermarket
✓Internet ・・・ SNS, HP✓others ・・・ off line communication
✓Price ・・・ 4,000~7,000Kip✓Package ・・・ More colorful
✓Volume ・・・ 100~150g✓Competitor ・・・ Dutch, Vina milk, Danon
✓Taste ・・・ More Sweet✓Price ・・・ Affordable one to buy average 2.5times per
weeks ✓Message ・・・ Made in Laos, Healthy, Beauty
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3. Target Customer Emerging Customer – Xao Ban Purchase – 8 steps
Recognition Interest Action Compare Purchase Affection Spread0%
10%20%30%40%50%60%70%80%90%
100%
28% 28% 28%17% 17%
5% 5%
Xao Ban Purchase – 8 Steps (n=109)
Comment
• aaa • aaa • aaa<Competitor>• Sweety Lao favorite taste <Customer>• No capability to pay much due
to often eating yogurt. • High mind for healthy and
beauty.<Company>• messaging Xaoban high
quality
C
<Competitor> Competitor’s promotion influence customer<Customer>・ Customers often go Mini-mart and some supermarket<Company>.・ No recognition if there no products in shop.
<Competitor>• Main is Dutch and Vinamillk• Price superior because of the
size of company and materials.<Customer>.• Like bright design and cheap
products from Thailand.<Company>• Higher price and Simple design
•6
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3. Target Customer Emerging Customer – Xao Ban Purchase – Issues
Emerging Customers – 8 Steps Issues (n=55)
8 steps Issues Identified and bottleneck
Recognition 28% 1st Small numbers of Channel ※ But it is no able to change because of the limited
production and the capability of the shop.2nd Simple looks
※ little awareness in shop(3rd promotion using some media )
Interest
Action
Compare 17%
1st High price 2nd Simple looks
3rd No messaging Xaoban features and good qualityPurchase
Use
Attachment 5% 1st Sour taste2nd No messaging Xaoban features and good quality:
3rd Small numbers of ChannelSpread
C
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3. Target Customer Emerging Customer – brand strategy
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Dream
Real
①taste
②price
③looks
New brand strategy
①Made in laos ②High quality
③No preservatives added
But we think this is Xaoban’s strong points at the same time
C
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3. Target Customer Emerging Customer – brand strategy
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C
xaoban
Dutchmilvinamilk
New brand
①
xaobanjunior size
Deep Needs
Wide Needs
②
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3. Target Customer Emerging Customer – brand strategy ①
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C
Current analysis
Customer needs• Unique product• sweet yogurt • colorful package
design• Low price
5000kip~6000kip yogurt
Xaoban・ Sour yogu r t
・ simple package
8000kip yogurt
①New Brand Strategy
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3. Target Customer Emerging Customer – survey on looks
① with fruit sauce ②with cereal
33%(18people) 67%(37people)○ ◎
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○△ ×
①twice amount of fruit sauce type
②normal type ③separate type
25%(14people) 16%(9 people) 58%(32people)
○ △ ◎
Twice
(30%)
Place: universityTarget: female students (N=55 )
Q1
Q2
C①New Brand
Strategy
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3. Target Customer Emerging Customer – Research Result – Package DesignEmerging customers prefer colorful and stand-out packages
PIC Modern Customer (n=32)
Tourists(n=16)
EmergingCustomer (n=43)
1 Xaoban 69% 35%
2 A. Bulla 16% 13%
3 B. Dutch 16% 19% ✔✔
4 C. Foremost 0% 36%
5 D. Meiji 0% 0%
6 E. Lao Yogurt 0% 0% ✔
A B C
Research Result – Package Design
①New Brand Strategy
C
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3. Target Customer Emerging Customer – survey on the packages①
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no1 no2 no3 no4
30%(14people) 60%(28people) 10%(5people) 0%(0people)
○ ◎ △
No.1 No.2
No.4No.3
C
Place: universityTarget: female students (N=47 )
①New Brand Strategy
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3. Target Customer Emerging Customer – survey on the packages②
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No.1 No.2
32.5%(13people) 67.5%(27people)
No.1 No.2
C
Place: universityTarget: female students (N=40 )
Female Students
①New Brand Strategy
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3. Target Customer Emerging Customer – survey on packages①
No.1 No.2
26.3%(5people) 73.7% (14people)
110Place: office area subject: women in 20~30 old (N=19)
No.1 No.2
C
Working Women
①New Brand Strategy
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3. Target Customer Emerging Customer – Research Result – Message
Message Modern Customer (n=28)
Tourists(n=30)
EmergingCustomer (n=20)
1 Laos top 10 woman manager 26% 4% 1%
2 High quality thailand milk 4% 5% 4%
3 Made in laos 12% 22% 60%
4 Using starter from Denmark 7% 7% 1%
5 Employ disadvantage 25% 11% 4%
6 Traceability 17% 16% 10%
7 Handmade 0% 16% 15%
8 Limited production 5% 3% 1%
9 Tasty yogurts admired by the worlds 5% 12% 4%
A B C
Research Result – 9 Messages
①New Brand Strategy
C
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3. Target Customer Emerging Customer – survey on packages⑤
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Made in Laos39 Healthy Beauty
39%(9people) 52%(12people) 13%(3people)
○ ◎ △
Place: universitySubject: female students (N=24 )
C
Female Students
①New Brand Strategy
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3. Target Customer Emerging Customer – survey on packages④
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【message】Made in Laos Healthy Beauty
53%(10 people) 26%(5people) 21%(4people)
◎ ○ △
C
Place: office area subject: women in 20~30 old (N=19)
Working Women
①New Brand Strategy
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3. Target Customer Emerging Customer – Research Result – Product Volume
Modern Customer
Tourists(n=16)
EmergingCustomer (n=54)
1 100g 7% 38%
2 150g ✔ 93% 62%
3 300g
4 600g ✔
A B C
Research Result – Product Volume
C
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3. Target Customer Emerging Customer – the best example
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C
Taste
Package
Volume
Price
• Double amount of fruits source • Cereal• Powder milk
150g
Colorful and Fresh
6,000 kip(Slight expensive than competitors)7,000 kip (cereal)
①New Brand Strategy
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3. Target Customer Emerging Customer – the best example
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・ getting new customers⇒laotian
・ to avoid breaking the original philosophies of Xao Ban
・ preparing for changing taste.・ It may have to introduce new facility※when productive capacity is exceeded
New productive line ※when productive capacity is exceeded
MeritDemerit
What is neededTo consider
Twice amount of fruit sauce than now
With cereal which makes differentiation and offer an
customer new food texture
C
①New Brand Strategy
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3. Target Customer Emerging Customer – Junior Size StrategyC
Taste
Package
Volume
Price
• Sweetened• Regular• Fresh milk• fruits source
100g
Unchange (Xao ban Style)
6,000 kip(Slight expensive than competitors)
②Junior SizeStrategy
Purpose • Give customers chance totry Xao Ban quality
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Do you go to m-point mart?
3. Target Customer Emerging Customer – make pop C
Do you know Xaoban?
n = 109
Problem①there are no Xaoban product in m-point mart near their office②they don’t notice Xaoban product in m-point mart
14%
64%
7%
14%
7days
2-3days
1days
more less
→ a lot of people go to m-point mart → lower recognition
n = 20 Recogni-tion
Interest Action Compare Purchase Affection Spread0%
10%20%30%40%50%60%70%80%90%
100%
28% 28% 28%
17% 17%
5% 5%
②Junior SizeStrategy
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3. Target Customer Emerging Customer – make pop C
xaoban’s product should catch more customer’s eyes
①there are no Xaoban product in m-point mart near their office
Xaoban should delivery more product to m-point mart
②they don’t notice Xaoban product in m-point mart
→minimart or m-pointmart is important place for making them know Xaoban
90%
10%
m-pointother
N=20
How do you know Xaoban?
②Junior SizeStrategy
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3. Target Customer Emerging Customer – strategy to catch more eye’s
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C
Nutface
Made in laosXaoban make product for your beauty and healthy life
No additive added
Point of purchase advertisement
①Emphasis message “made in Laos”②Your face③Colorful④No additive added
②Junior SizeStrategy
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①emphasis message “made in laos”
Many lao people want to cheer up Lao product
3. Target Customer Emerging Customer C
53%26%
21% made in laos
healthy
beauty
②Your face
xaoban should prove their quality by sowing producer’s face
N=54
②Junior SizeStrategy
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3. Target Customer Emerging Customer – strategy to catch more eye’s
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C
③ colorful
many lao people like design used many color
④No additive added
This message is important because this point is different from competitor’s product
30%
70%
simple
colorful
Which image do you like?
N=43
②Junior SizeStrategy
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Estimate;How much profit Xaoban would get by making pop ( part of purchase )
⑴the number of our target :126,750⑵Go to minimart: 90%⑶miss chance of noticing : 70%
⑷ notice : 20% Get volume of number:126,750×0.9×0.7×0.2=15,970(number)
Profit:2(times/w)×52w×5000(kip/pers)×15,970(person)=8,304,400,000kip/y(=4,000,000kip/w)
3. Target Customer Emerging CustomerC
Merit : affinityDemerit : limited (20%)
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Outline
1. Current Status
2. Vision
3. Target Customer
A) Modern Customer
B) Tourists
C) Emerging Customer
4. Strategy
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4. StrategyShort-Mid-long term Strategy
ModernCustomer
ModernCustomer
Tourist
ModernCustomer
TouristEmerging
Current Short-term(2-3 years)
Mid-term(4-5 years)
Non-yogurt / shop
improvement
Champa yogurt launch
Xao Ban Junior
launch
Local Dairy Farm Start
Actions
Sales
New brandLaunch
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4. StrategyChannel StrategyBrand and product will be chosen depending on channels
Cafe Restaurant Mini mart
Tourist Area
Office Area
Other Area
junior
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Thank you!
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