Mongkut Talay

Increase sales growth by 10% in this year

Objective

Situation Analysis

Market Overview

Mongkut Talay1%

Three Lady Cooks28%

Roza12%

Pumpui4%

Hi-q4%

Sealect3%

Super C Chef7%

Other35%

?

2013 20144,100,000.00

4,200,000.00

4,300,000.00

4,400,000.00

4,500,000.00

4,265,602

4,399,627

Overall canned fish in tomato sauceTotal sales value (Thailand)

Growth = 3.2%

Market Share of canned fish in tomato sauce

(Year)

(Thousand Baht)

Segmentation

Source: Qualitative & Quantitative Research

1) Brand Loyalty 2) Famous Brand 3) Economy 4) Trialism

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Using info. from Online Survey (Size = 3,600+ people) 70% = First jobber and College Student

We can separate people into 4 groups…..

28.47% 59.21% 8.16%4.16%

Consumer Analysis

Consumer Behavior

How they know their favorite brand at first?

Communication channels

Other’s recom-mendation

5%Family's recom-

mendation30%

Know by themselves65% TVC

54%Promotion Booth

27%

Brochure12%

Other7%

Source: Quantitative Research

Consumer Behavior

Source: Quantitative Research

How they eat Mackerel in tomato sauce?

Cook-ing

66%

Instant Eating34% Why?

- Customization- No fishy smell

Consumer Behavior

How they eat Mackerel in tomato sauce with other menu?

Cooking by themselves

82%

Dining out18%

ยำ��ปล�กระปอง41%

ย,ามาม�าปลุ่ากรัะป2อง19%

แกงสิ�มปลุ่ากรัะป2อง4%

ติ�มย,าปลุ่ากรัะป2อง17%

คะน�าปลุ่ากรัะป2อง12%

ข�าวผั�ดีปลุ่ากรัะป2อง7%

The most favorite menu

Source: Quantitative Research

Consumer BehaviorConsumer perceive that “Famous Brand” = Delicious & High Quality

Source: Qualitative & Quantitative Research

Variation in Price and Promotion Sensitivities

Series1

63%

37%

Are famous brands more delicious than others?

Yes No

Series1

88%

12%

Do famous brands have high quality than others?

Yes No

Shopper Analysis

Shopper Behavior: Hypermarket ;l

Target: Housewife, White Collar

Insight:

All ages and genders, Family and couple Housewife is the decision maker Using big cart Have their own lists (canned fish = 42%) High Volume (more than 2 canned fish) Purchase and stock in kitchen Attracted to promotion

Big C Jumbo NavanakornTime : Sun 11:00 – 15:00

Most shoppers go through instant noodles aisle and buy at least 1 pack.Suggestion“Co-Promotion with instant noodles”

Shopper Behavior: Supermarket

Lotus Talad Chonburi

Target: Housewife, Blue Collar

Time : Fri 16:00 – 18:00

Insight:

Working class and housewife Using basket or small cart Low volume (1-2 canned fish) Attracted to promotion Buying ready-to-cook food Buying only important things they need

Mongkut Talay has sales promotion

during our observation.

Shopper Behavior: CVS

Time : Mon 17:00 – 19:00

7-11 Songpichet Dormitory

Target: College Student, White Collar

Insight:

College Student and Working Class Low Volume (1-2 canned fish) Quick decision making Find only what they want

Mongkut Talay is TOP 3 product on Shelf

Shopper Behavior: CVS

= Shopping Decision Journey

Most shoppers go to Frozen Food shelf first and spend long time.

1

First stop

Brand Health Check

Brand Relationship

Attraction Ratio = 0%

Conversion Ratio = 0 %

Retention Ratio = 0 %

Recruit new customer

Source: 200 people from our research

Yes = Sampling (Flooding)No = The brand isn’t famous and reliable.

Brand AssociationGaining these attributes from Qualitative Research.

Finding the importance of them and brands’ performance from Quantitative Research.

Brand AssociationThere are two main groups of factor we need to improve:

“Product’s Quality and Promotion”

Key Success Factor

Brand Awareness

Recommendation

Key Issue

• Opportunity Mapping• Positioning Mapping• Repositioning

• Brand building• New Product Development• Adjust Marketing Mix

Unclear Positioning

Low Brand Awareness

Opportunity Map

Positioning Map

High Variety ProductLow Variety Product

High Price

Low Price

Positioning map for canned fish in tomato sauce

Repositioning

Mongkut Talay is the leader of value added product for canned fish in tomato sauce in the reasonable price.

People between 18-49 years old who are…• Choosing the worth product with reasonable price• In-trend, Modern

Positioning

Targeting

Insight

• Consumers initially know their favorite brand by TVC (54%)• Any products advertised on TV can recall the whole brand.

• Consumers eat canned fish by Cooking (66%)• The favorite menu is Canned Fish in Spicy Dressing Sauce (45%)• There are some problems if they cook by themselves: - inconvenience to prepare the ingredients - cannot stock the ingredients for long time

New Product Development

Product: ปล�แมกเคอเรล ยำ��ในซอสมะเขื�อเทศ Mackerel in Spicy Dressing Sauce

Price: 17 Baht

Available at:

Concept Board Testing

Kimberly Noey Kwan Min

34.7% 32.7%

10.2%22.4%

Kimberly Ann Voltemas is the number one ranking from the survey.

Concept Board Testing

Design

Attractive

ness

Content

Design

Attractive

ness

Content

Design

Attractive

ness

Content

23%19%

27% 28%

9%

22%

13%

4%

15%

Concept Board #1 Concept Board #2 Concept Board #3

IMC

TVC AdsName: อรั�อยจ�ดีจ�านถู/งใจ ไม�ติ�องรัอChannel: CH3 (08:00PM Drama & ศึ/ก12รัาศึ)Duration: 1 month

IMC

Bus Transit

Detail: Half-Wrap & SeatNumber of bus : 30 busesRoute: urban area in BKKDuration: 6 months

IMC

Booth

Detail: Product Sampling BoothNumber of booth: 20 boothsPlace: Supermarket & Hypermarket GBKKDuration: 1 month

IMC

Facebook Fanpage: Campaign

#MongkutTalay #MongkutTalaySpicy อรั�อยจ�ดีจ�านถู/งใจ ไม�ติ�องรัอ

FurtherRecommendation

Insight

• 7-11 is the highest growth in CVS over Thailand (36%)• People usually stop and spend long time at Frozen Food Shelf.

• There is no canned fish menu in frozen food shelf.• The credible menu is Canned Fish with Chinese Broccoli (12%)

New Product Development

Product: ขื��วคะน��ปล�กระปองFried Rice with Broccoli and Canned Fish

Price: 37 Baht

Available at:

Concept Board Testing

Design

Attractive

ness

Content

Design

Attractive

ness

Content

Design

Attractive

ness

Content

11%

24%24%26% 26%

15%14%14%

6%

Concept Board #1 Concept Board #2 Concept Board #3

IMC

Print Ads at 7-11

Action Plan