mongkut talay canned fish
TRANSCRIPT
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Mongkut Talay
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Increase sales growth by 10% in this year
Objective
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Situation Analysis
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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)
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Segmentation
Source: Qualitative & Quantitative Research
1) Brand Loyalty 2) Famous Brand 3) Economy 4) Trialism
กลุ่��มคนที่ซื้� อแลุ่ะรั�บปรัะที่านเพียงยห้�อน� นเพียงยห้�อ
เดียว จะมพีฤติ!กรัรัมที่ติ�ดีสิ!นใจที่�นที่โดียไม�เลุ่�อกดี&ยห้�ออ�น
กลุ่��มคนที่เลุ่�อกเฉพีาะยห้�อที่มชื่�อเสิยง
เที่�าน� น เพีรัาะค!ดีว�าความมชื่�อเสิยงบ�ง
บอกค�ณภาพี โดียจะไม�เลุ่�อกซื้� อยห้�อที่ไม�มชื่�อเสิยงเลุ่ย
กลุ่��มคนที่เลุ่�อกซื้� อ ยห้�อที่มรัาคาที่ถู&ก
โดียม�กจะสินใจยห้�อที่ก,าลุ่�งมการัจ�ดีที่,าโปรัโมชื่�นอย&�ในขณะน� น
กลุ่��มคนที่ชื่อบลุ่อง ยห้�อให้ม�ไปเรั�อยๆ
โดียไม�ไดี�ย/ดีติ!ดีก�บ ยห้�อใดี สิ�วนให้ญ่�
เม�อเห้1นสิ!นค�าออกให้ม�ก1จะลุ่องซื้� อไปรั�บปรัะที่าน
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%
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Consumer Analysis
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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
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Consumer Behavior
Source: Quantitative Research
How they eat Mackerel in tomato sauce?
Cook-ing
66%
Instant Eating34% Why?
- Customization- No fishy smell
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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
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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
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Shopper Analysis
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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”
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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.
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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
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Shopper Behavior: CVS
= Shopping Decision Journey
Most shoppers go to Frozen Food shelf first and spend long time.
1
First stop
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Brand Health Check
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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.
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Brand AssociationGaining these attributes from Qualitative Research.
Finding the importance of them and brands’ performance from Quantitative Research.
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Brand AssociationThere are two main groups of factor we need to improve:
“Product’s Quality and Promotion”
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Key Success Factor
Brand Awareness
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Recommendation
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Key Issue
• Opportunity Mapping• Positioning Mapping• Repositioning
• Brand building• New Product Development• Adjust Marketing Mix
Unclear Positioning
Low Brand Awareness
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Opportunity Map
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Positioning Map
High Variety ProductLow Variety Product
High Price
Low Price
Positioning map for canned fish in tomato sauce
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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
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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
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New Product Development
Product: ปล�แมกเคอเรล ยำ��ในซอสมะเขื�อเทศ Mackerel in Spicy Dressing Sauce
Price: 17 Baht
Available at:
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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.
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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
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IMC
TVC AdsName: อรั�อยจ�ดีจ�านถู/งใจ ไม�ติ�องรัอChannel: CH3 (08:00PM Drama & ศึ/ก12รัาศึ)Duration: 1 month
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IMC
Bus Transit
Detail: Half-Wrap & SeatNumber of bus : 30 busesRoute: urban area in BKKDuration: 6 months
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IMC
Booth
Detail: Product Sampling BoothNumber of booth: 20 boothsPlace: Supermarket & Hypermarket GBKKDuration: 1 month
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IMC
Facebook Fanpage: Campaign
#MongkutTalay #MongkutTalaySpicy อรั�อยจ�ดีจ�านถู/งใจ ไม�ติ�องรัอ
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FurtherRecommendation
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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%)
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New Product Development
Product: ขื��วคะน��ปล�กระปองFried Rice with Broccoli and Canned Fish
Price: 37 Baht
Available at:
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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
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IMC
Print Ads at 7-11
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Action Plan