selling baby food in singapore powerpoint
Post on 21-Jul-2016
48 Views
Preview:
DESCRIPTION
TRANSCRIPT
HAPPY FAMILY J NURTURE INC. BY: DAVID ISKANDER, DIANIQUE ASHLEY, STACY PHUNG, HUANGNAM AEKAPHOL, LEO
Company’s Objective
� Established May 14, 2006 (Mother’s Day)
� CEO: Shazi Visram
� MISSION: “to provide consumers with the absolute best food for their little one. The tasty recipes are created using organic nutrition and yummy ingredients”
� RECOGNITION: � Inc. Magazine: the fastest growing organic food companies � Fast Companies: “Rockstar of the New Economy”
About The Company
� Densely populated island located in Southeast Asia.
� Located in the Strait of Malacca
� Population: 6,096,539 � Ethnic groups:
� 77% are Chinese � 14 % are Malay � 8% are Indian � 1% other.
� The economic tigers of Asia
Country Overview
Cultural Analysis Location, Social Institutions, Political & Legal System, Standard of Living, Language
Cultural Analysis
Location
� Area: 633 sq. km.
� World’s 2nd busiest port.
� located in ten major areas around Singapore.
� exposed to a market of 2.8 billion people. (Southeast Asia)
Social Institutions
� Small nuclear family.
� High income disparity.
CULTURAL ANALYSIS
� Republic with a parliamentary system of government based on the Westminster system. Reflection of British legacy.
� Dominant political party in Singapore, in power since 1959, has been the People's Action Party (PAP).
� Held the overwhelming majority of seats in parliament since 1966. Strong influence throughout the years.
� 9 out 10 in Political Risk Index . Very safe, stable, representative government.
Political System
� 9.5 out 10 in Political Stability. Very stable government.
� Promoting healthy eating through the Health Promotion Board (HPB) movement.
� Customers are advised to seek out the ‘Healthier Choice’ logo. Awarded to menu items that meet the Health Boards criteria.
� Company products could easily be positioned under this movement.
CULTURAL ANALYSIS
� Legal model similar to the English common law system.
� Legal structure broken down into legislative, executive and judiciary branches. (Separation of powers)
� Court system highly developed. Fast and efficient proceedings.
� AgriFood and Veterinary Authority (AVA). Chief regulatory body overseeing food safety, licensing, inspection and import control.
Legal System
� Permit required for each shipment of products. Granted through the customs authority’s TradeNet system within 48 hours.
� Importation of fresh fruit and vegetables requires a phytosanitary certificate.
� Particular meat products including game and poultry require authorisation.
� Requires organic certification such as the SGS certification. Must be inspected and certified each year.
� USDA seal of approval is of higher standards. Company can use the USDA seal as promotion tool.
LANGUAGES
� 4 official languages in Singapore:
� Chinese � Malay � Tamil � English
� National language: Malay
� 2 most common languages written and spoken:
� English and Chinese (mandarin).
� Singlish: mixture of English and a dialect of another language.
� The local language � “lah” and “mah.” � Example: “Okay lah, bye bye”
� Very important because: � Wrong translation à dire consequences.
� Better understanding of local wants.
� English is the main language used in most businesses, government, & instruction in schools.
Economic Analysis Economic overview, population growth, GDP, GNS, Inflation, Distribution of wealth, Opportunities, Import, Export, & Restrictions, Healthcare & Infant Mortality Rate
Population Growth
� In 2012, about 42,000 babies were born. � 50% of the population accounts for falling in this age range of the median birth rate (roughly 25 – 54 years of age). � the average household size in the same year was 3-‐5 persons.
GDP,GNS, and Inflation
� In 2012, GDP per capital at $61,400. � GNS was roughly 46 percent of GDP in 2012.
� 1.3% real growth rate (GDP).
Distribution of wealth
� Singapore is known as a middle-‐class society
� On average, full-‐time employment income monthly was $3,000 for males and females
� 98 % of Singapore is employed
Opportunities
� Transportation types widely available.
� Ranked easiest country to do business with.
� The Singapore dollar is stable � Hard currency � Exchangeable
� Low taxation
� Low restriction on trade barriers
Health Care & Infant
Mortality Rate
� Promote organic eating.
� Created Medifund to help the lower class population afford health care.
� Obesity rate in 2008 was only 7.1 % of the total population.
Market Audit & Competitive Market Analysis The Product, Market, Advertising & Promotion, and Competition
The Product Creating baby food that fits the Singaporean lifestyle
• High Status • Health conscious • Value oriented • Quality Driven
This factors dictate how our product will be produced and marketed to the target audience (i.e. Maids/domestic workers)
Market Geography
� Singapore’s 5 regional centers: � Bedok, Jurong West, Tampines, Woodlands and Hougang
� prime markets for baby food product sales
� Close contact to modern retailers like FairPrice
� Developing housing infrastructure
� Developing industrial estates � Close proximity to airports and train station stops
Market Size Eating Habits
Age Range Types of products Monthly
Consumption Yearly Consumption
4-‐6 Months Cereal, Puree Fruit, Puree Vegetable
70 Products 840 products
per child
7-‐16 Months Cereal, Puree Fruit, Puree Vegetable, Meat Products
90 Products 1080 products per
child
Yearly Total Average in Singapore:
76 Million Products Sold
• Singapore, at any given time, has about 82,000 babies • 2.6 product consumption
Market Consumer Buying Habits
� Singaporeans consider shopping as a recreational activity � Seek 3 things: high quality, value and service � Baby food as premium
� Consumers purchase health-‐conscious foods
� 30% increase in organic sales in2014
Advertising & Promotions � Singapore media outlets:
TV, print and internet
� Deals are smiled upon overall, esp. with bulk purchases
� Upper class do not value coupons
� Facebook: 1 out of every 100 new fans gets a FREE trial
Competition
�
Baby Nat Only Organic
• Organic Brands
• Price: S$3 to S$5
Happy Family
-‐ Food for Infants to 2 years
-‐ 3 flavor options
-‐ $3-‐$5
-‐ Food for age 0 to kids -‐ 20 flavor
options
-‐ Mainly fruit-‐based
-‐ USDA certified -‐ New product -‐ Food for age 0
to 9 mos. -‐ Mainly veggie-‐ based product -‐ Shorter Aussie
channel -‐ Sold in all retailers
S$3 to S$5
Marketing Plan Target Market and Market Objectives, SWOT Analysis, Product Adaptations, Price Determination, Distribution
Target Market and Objectives
Target Market
� Domestic Help
� Child Care Facilities � Stay-‐at-‐home Mothers
Marketing Objectives
� 30-‐minute Radius
� Product Visibility � 35 percent Market Share
SWOT Analysis
Strengths:
� Trusted Brand � Organic
Weaknesses:
� Parent bonding issues � New to the market
� Product is not recyclable
Opportunities: • Increase Birth Rate Expectancy
• Variety of Retail Outlets
Threats: • Brand Loyalty to competitor
products
• Taste Preferences
Product Adaptation Core Component
Package Component
Support Services Component
Advertising & Sales Promotion
� Advertising: � Objectives: Inform and reach potential market
Products for Moms by Moms
Media Mix: Internet, Website, Child Magazine and Word of Mouth
• Sales Promotion:
Objective: Get potential market buying product
Entry mode consumption: First one free, off our website
Later on: Buy a weekly supply and save 5% off with 3 pouches
*30 pack: for children and loyal consumer
Price Determination S$3.90
S$4.20
Happy Family Products: S$3.50 – S$4.20
30 Packs: approx. S$3.14-‐S$3.86
Channels of Distribution
Distribution Foreign Middle Man
Questions???
� Has anyone every been to Singapore or has family from there?
� What percentage of imports enter the country duty-‐free?
� What similarities and/or differences do you see between Singapore and U.S. consumer lifestyles?
� Who enjoys helping others in need?
top related