ogs g ood m orning, ogs!!! -07’ m arketing f inal r eport bryant liu 9672501 connie liu 9672505...
TRANSCRIPT
OGOGSS
GOOD MORNING, GOOD MORNING, OGS!!!OGS!!!
-07’ MARKETING FINAL REPORT-07’ MARKETING FINAL REPORT
Bryant Liu 9672501
Connie Liu 9672505
Jackent Liu 9662514
Carrel Su 9662521
Ruby Wang 9662537
Danniel Raw 951026
Arthur Chu 961005
AGENDAAGENDA OGSOGS
Gathering InformationMarket AnalysisBrand StrategyCompetitive AnalysisMarketing StrategyChannelsMass Communications
07'Marketing Final Report-OGS
GATHERING INFORMATIONGATHERING INFORMATION
3 Main Groups will buy breakfast-Age20~29 、 Age30~39 and the rest
3 Types of Breakfast Stores - Western Traditional-Yungho soybean Mixing-Convenience Stores
07'Marketing Final Report-OGS
GATHERING INFORMATIONGATHERING INFORMATION
Business : 40~80 Billion NTD
Target Revenue : 7~10 Million NTD Big Business for Breakfast!!
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SCANNING-OGSSCANNING-OGS
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ORGANIC FOODORGANIC FOODVALUE PROPOSITIONVALUE PROPOSITION
Tasting great, providing better nutrition, reducing healthy risks and protecting water resources.
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SATISFACTION & SATISFACTION & CUSTOMER LOYALTYCUSTOMER LOYALTY
Performing “Satisfaction Survey”(quarterly/annually) and building up ”Customer Complaint handling” mechanism.
07'Marketing Final Report-OGS
HSINCHU CONSUMER HSINCHU CONSUMER POPULATION DISTRIBUTIONPOPULATION DISTRIBUTION
Total 394,757 people in Hsinchu City at the end of 2006. Y:2006
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TARGET GROUPSTARGET GROUPS
3 Major Sub-Markets: Hsinchu Science Park Employees Elementary School Students Hospital Patients
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TARGET GROUPSTARGET GROUPS
There’re around 100,000 employees in Hsinchu Science Park.
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TARGET GROUPSTARGET GROUPS31 Elementary Schools with 35,282 students
Y:200607'Marketing Final Report-OGS
TARGET GROUPSTARGET GROUPS8 Hospitals
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BREAKFAST TYPE DISTRIBUTION BREAKFAST TYPE DISTRIBUTION AND MARKET SEGMENTSAND MARKET SEGMENTS
Convenience Stores
Traditional breakfast stores
Restaurant cars
Fast-food store
Western breakfast stores
Organic Breakfast
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Enlarged the breakfast market,
not from the squeeze of the
other types
Connie Liu,Chief Executive Officer
Danniel Raw,Chief Marketing Officer
Bryant Liu,Sales manager
Carrel Su,Advertising manager
Jackent Liu,Promotion manager
Ruby Wang,Advertising analyst
Arthur Chu,Promotion Analyst
MARKETING MARKETING ORGANIZATIONORGANIZATION
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BRANDINGBRANDINGOGSOGS
Meaning of the name: OrGanic & Sun
Meaning of the color: White Pure & No Pollution Blue Fresh & Nature Yellow Energy & Healthy
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BRANDINGBRANDING
Core Value: Healthy & Delicious
Slogan Low OIL, Low SALT, and More HEALTHY.
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BRANDINGBRANDING
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COMPETITIVE ANALYSISCOMPETITIVE ANALYSIS
Organic food providers surround Science Park and school Competitors provide too many items of foodsCompetitors do not focus on fast- food only
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COMPETITIVE ANALYSISCOMPETITIVE ANALYSIS
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OGS SETTING PRODUCT OGS SETTING PRODUCT STRATEGYSTRATEGY
Fast/high-quality/reasonable/healthyMembership card Material process/
Digital E-frame to display our providers
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DESIGNING AND DESIGNING AND MANAGING SERVICESMANAGING SERVICES
Nutrition meal planSweet Memo cardWeekly/Monthly MenuDrive-through service
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DEVELOPING PRICING DEVELOPING PRICING STRATEGIES AND PROGRAMSSTRATEGIES AND PROGRAMS
Set Menu
Special MenuMenuCertain patients nutritional plan with hospital diagnosis Wholesale channel to hospital / Big community/ internet on-line sale
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MENUMENU
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CHANNELCHANNEL
Substantiation Channel Shop
Virtual Channel Internet 、 Direct Delivery
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SUBSTANTIATION SUBSTANTIATION CHANNELCHANNEL
Simple Shop -- Focus on Direct Delivery, not shop sell.
Only a few tables – Save time from service to delivery.
Fast Food-- Bundled food
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VIRTUAL CHANNELVIRTUAL CHANNEL
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Mass Communications
Objectives:
1. Give potential customers a deep impression about our products
2. Get a good “grade” for the survey to prove the confidence
Methods & Associated Budget:
1. Advertisement
2. Sales Promotions
3. Events
4. Public Survey
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Method 1 - Advertisement
1. Post on the “Science-based Industrial Park Life” related websites for a month (Keywords, Ads…etc)
2. Prepare circulars to be sent along with news papers.
3. Sending coupons along with the above medias.
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Method 1 – Advertisement – Associated Budgets
1. Post on the “Science-based Industrial Park Life” related websites for a month (Keywords, Ads…etc)
10,000 NTD (Approx., with buffer)
2. Prepare circulars to be sent along with news papers.
10,000 NTD (Approx., with buffer)
3. Sending coupons along with the above 2 medias.
5,000 NTD (Approx., with buffer)
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Method 2 – Sales Promotion
Set up booths in some companies for sampling promotion for 2 weeks duration.
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Method 3 – Events
Using schools & companies’ parties / occasions to send free products as a sponsor.
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Method 3 – Events – Associated Budgets
Using schools & companies’ parties / occasions to send free products as a sponsor.
20,000 NTD (Approx., with buffer)
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Method 4 – Public Survey
Prepare a format Survey ( on line or on streets ) to know the response of customers
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Method 4 – Public Survey– Associated Budgets
Prepare a format Survey ( on line or on streets ) to know the response of customers
5,000 NTD (Approx., with buffer)
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The 1st new product is organic fruit salad.
The 2nd new product is organic fruit cocktail.
The 3rd new product is organic fruitcake.
NEW MARKET OFFERINGSNEW MARKET OFFERINGS
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SPECIAL THANKS SPECIAL THANKS TOTO
Consultant: Dr. Charles Trappey
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THANK YOU ~THANK YOU ~