bjc ppt
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Berli Jucker Public Company Limited
Progressive Report 1
PromotionDistributionProductMarketCompany
Background
Company BackgroundFounders: Mr. Albert Jucker and Mr. Henry Sigg under the name “Jucker, Sigg & Co.”
Established in: 1882
Operating Industries: Distribution, Import & Export, Shipping, Manufacture, Packaging, Steel, and Book Retail
Key Historic Events:
1924: The company’s name was changed later, to “Berli, Jucker & Co.”
1965: BJC became a thai-majority owned company
1967: The company was awarded a consent to use the Royal Garuda Emblem from King Bhumibhol,
1975: Became one of the first seven companies that were listed on Stock Exchange of Thailand (SET)
1993: Became a public company “Berli Jucker Public Company Limited”
2001: Thai Charoen Corporation Group owned by My. Charoen Sirivadhanabhakdi became a major stockholder
PromotionDistributionProductCompany Background Market
Market Size And Growth
• 2004 = 8,000 Million Baht
2012 = 10,000 Million Baht ( Estimated)
• One of the largest and most diverse in Asia-Pacific
• Thailand’s market for sweet and savory snacks is expected to grow 7% per year to reach 30,000 Million in 2015
• Huge opportunity to expand because Thailand’s consumption per capita rate is still low (500 gram) relatively to other countries.
PromotionDistributionProductCompany Background Market
Market Size And Growth
• Five main segments
PromotionDistributionProductCompany Background Market
Pepsico BJC (food) European-food
Taokaenoi
Products
Pepsi, Lays, Tropicana, Gatorade
Tasto, Doso, Party,
Campus
Euro Custard Cake,
Gussen, Pipo, Hitto
Crispy/ Tempura/ Roasted/ Grilled
Seaweed
Type of Compa
ny
Public Public Public Limited
Key Players
PromotionDistributionProductCompany Background Market
Potato Chips
• Fastest growing segment2004 – 2009 Annual Growth Rate is 10%2010 Annual Growth Rate is 15%
• Due to aggressive advertising and marketing activities among key players
• Total market is worth 4000 Million Baht
PromotionDistributionProductCompany Background Market
Potato Chips
PromotionDistributionProductCompany Background Market
Extruded Snacks
• The largest segment • Total market is worth more than 4600 Million Baht • Difficult to gauge the sales volume of home-based producers,
particularly those who sell their products in rural areas of Thailand
PromotionDistributionProductCompany Background Market
Extruded Snacks
Extruded Snacks Market Share
PromotionDistributionProductCompany Background Market
Rice Crackers
• Dozo is the No.1 in the Rice Crackers market
PromotionDistributionProductCompany Background Market
Seaweed
• Total market is worth more than 1000 Million Baht • Taokaenoi is No.1
PromotionDistributionProductCompany Background Market
Market Trends
• Taste, Flavor, Price, and Healthier snacks
1) Consumer tastes and preferences are changing very quickly - Thai snack market is highly fragmented, companies must regularly monitor change in consumer preferences.
PromotionDistributionProductCompany Background Market
Market Trends
2) Health consciousness
3) Price sensitive
PromotionDistributionProductCompany Background Market
BJC Target Market
• Tasto
• Teenagers 15-19 Male and Female
• Dozo
• Expanding to teenage market
PromotionDistributionProductCompany Background Market
BJC Target Market
• Campus & Party
• Primary school students Age between 7 – 12
• Dozo Seaweed
• Teenagers to office workersAge between 15-25 Male and Female
PromotionDistributionMarketCompany Background Product
Product Line
• Potato Chips
• Rice Crackers
• Seaweed
• Extruded Snack
4 sizes About 12 flavors
2 sizes4 flavors
2 sizes 2 flavors
1 size1 flavor2 sizes 4 flavors
PromotionDistributionMarketCompany Background Product
Tasto
17g 29g 57g 80g
5B 9-
10B 20B 29-
30B
Direct Competitors
PromotionDistributionMarketCompany Background Product
Tasto- Competitors
27g 10B44g 18B57g 20B80g 29B115g 35B
55g 20B100g 49B
35g 10B68g 20B
70g 35B100g 49B110g 55B140g 60B
PromotionDistributionMarketCompany Background Product
Dozo Rice Crackers56g 74g
Direct Competitors
18B
22B
PromotionDistributionMarketCompany Background Product
Dozo Rice Crackers- Competitors
150g 44B
60g 18B
PromotionDistributionMarketCompany Background Product
Dozo Seaweed14g
36g
20B 39B
Direct Competitors
PromotionDistributionMarketCompany Background Product
Dozo Seaweed- Competitors
14g 20B36g 39B
12g 20B36g 39B
40g 35B
16g 20B40g 39B
PromotionDistributionMarketCompany Background Product
Extruded SnacksCampus
36g
10B
Party
17g
5B 10B
36g
Direct Competitors
PromotionDistributionMarketCompany Background Product
Extruded Snacks- Competitors
60g 15B
54g 14.50B
63g 18.50B
PromotionDistributionMarketCompany Background Product
Product Life Cycle
PromotionProductMarketCompany Background Distribution
Distribution Channels• Modern Trade • Traditional Trade
Convenient store
Supermarket
Hypermarket
Mom & Pop shop
DistributionProductMarketCompany Background Promotion
Distribution ChannelPromotion
Consumer Promotion
• Celebrity Endorsement (Presenter)
• Online Activity Campaign => www.tastoclub.com, www.facebook.com/tastopotatoclub– meet and greet with the presenter
• Events for launching new flavors
• Advertisements (TVC)
• Compete for the prize or reward– Mazda 2, iPhone, concert tickets, etc.
DistributionProductMarketCompany Background Promotion
DistributionProductMarketCompany Background Promotion
• TVC • “ Party the series” via Youtube• Compete for the prize or reward
– Mazda 2, iPhone
• Social Network – Facebook
DistributionProductMarketCompany Background Promotion
• Celebrity Endorsement (Presenter)• Advertisements• Join with One-2-Call
– Buy 2 Doso get 100 Baht air time • Discount• Compete for the prize or reward
– iPod, iPad, iPhone
DistributionProductMarketCompany Background Promotion
• Free toy inside the package• TVC
– Channel 9 cartoon
DistributionProductMarketCompany Background Promotion
• Conditional Rebate : 200,000 Baht• Shelf Talker Fee : 100,000 Baht• Stamp support : 60,000 Baht• Listing Fee : 550,000 Baht• New Store : 15,000 Baht
Promotion
Trade Promotion
Estimated Cost
Thank You