selling baby food in singapore powerpoint
DESCRIPTION
This PowerPoint goes in conjunction with the report Selling Baby Food in Singapore. In an International Marketing Course at California State University, Long Beach, this report and PowerPoint demonstrate a full marketing plan.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?