tkn final ppt for eos
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Tao Kae Noi Presentation
By:…..
Industry Analysis
Market Background• Market value – 12,000 Million Baht• 4 Main segment• 30% potato chips (3,600 Million Baht)• 30% other chips (3,600 Million Baht)• 30% seaweed snacks (3,600 Million Baht)• 10% fish snacks (1,200 Million Baht)
Seaweed Market Share
70%
13%
17%
Tao-Kae-NoiSelecoMachita,Uni,Daiso, etc
Market Demand• Average consumption person/year
• Thailand 6 pieces
• Japan 60 pieces
• Korea 140 pieces
Economic• Problem 1• Cost increase
• Solution 1• Innovating manufacture new product with lower cost
• Issue• People spend less on non needed product
• Counter • People have no time for fresh cooked, spend more on
ready to eat product
Competitor Analysis
Competitor analysis: Seleco
Product:“Roasted Seaweed”
Marketing Campaign:
•Discount promotion
•Sponsor school activities
Competitor analysis: Masita
Marketing Campaign:• Using Korean actors and singers as a brand representative
Product:“Korean Seaweed”
Marketing Campaign:
• Interactive : youtube and facebok
Competitor analysis: Onori
Product:“Japanese Seaweed”
Marketing Campaign:
•Below the line: ตู้��คี�บยั�กษ์�เงิ�นแสน•Above the line: TVC, printed media, etc
Marketing Campaign:
•Interactive: Facebook and Onori’s own website
Marketing Campaign:
•Promotion: buy one Oishi to get free Onori
Porter’s Five Forces
Porter’s Five ForcesCompetitive Rivalry• Intense competition between seaweed snack brands•There are many seaweed snacks available (high substitution)•Buyer has a high bargaining power
High competitive rivalry will lead to price war, investment in innovation & new products, intensive promotion
Porter’s Five ForcesSupplier Power• Fresh seaweed are mainly imported from Korea, China, and Japan.•Fresh seaweed is an agricultural product• Difficult for the supplier to enter seaweed snack market due to limitation in technology know-how, distribution network, etc.
Supplier power is low
Porter’s Five ForcesThreat of Substitute Products•Seaweed snacks are easily substituted•Low-involvement products that only required nominal decision making
Threat of substitute product is high
Porter’s Five ForcesThreat of New Entrant• Market has low entry and exit barrier
High threat of new entrant
Porter’s Five ForcesBuyer Power
•Difficult to differentiate between seaweed brands•Low price low switching cost
High bargaining power for consumers
Company Analysis
Company Background
• Mr. Itthipun Kulpongwanit • online-game addict• Selling chestnut.• Established in 2003. • Distribute to 7/11• Main industry in Bangbuathong
Export
• In 2007– 60% are exported
• In 2011– 50% are exported– Due to focus on
competitive in Thailand
• Export tao kse noi in the in Asia– Hongkong, Macau, Taiwan, Malaysia, Singapore, Indonesia,
Vietnam
Thailand• Slogan of “ถ้�าเป็�นส่าหร่ายต้�องเถ้�าแก่น�อย”
• 2011 – Revenue of 2,000
million– 70% from domestic– 30% from export
• Many distributions channel– Modern trade– Traditional trade– Tao Kae Noi Land– Vending machine
Company Background
SWOT• Have their own R&D department• Innovators of packaging• Strong Brand Entity• Market leader • Many distributions channel to cover the
market• First mover• Many product offering
• Tao Kae Noi is too dependent on the owner
• Low switching cost• Product not diversify• Seaweed for some
countries is not that common
• The healthy snack trend is so popular nowadays in Thailand, which Tao Kae Noi is one of those kinds.
• To expand the international market
• Chance to diversify product into other type of snack
• There are several brand of seaweed, which is the second mover after Tao kae noi and have lower price for example, Machita.
• Environmental threat • Global business recession.
S WO T
Marketing Strategies Analysis
Brand Positioning
1. Competitive frame of reference – target consumer
Teenagers Employees
Age: 4 – 35 years old Price: 5 – 40 baht
Brand Positioning
1. Competitive frame of reference – main competitors
Brand Positioning2.1 Points - of – parity
•Flavors
•Quality
•Packaging design
Brand Positioning2.2 Points - of – difference
•Owner of the brand
•First successful
seaweed snack •Offers all types of seaweed snack •Marketing campaign
Brand Portfolio analysis1. Fried Seaweeds – Crispy Seaweed
• 85 g., 40 g., 20 g.• Original, Hot & Spicy,
Tom Yum Goong, Tomato Sauce, Wasabi, Seafood, and Pizza
Brand Portfolio analysis1. Fried Seaweeds – Big Sheet
• 4 g.• Classic, Spicy, Japanese
Sauce, Pizza, Seafood
Brand Portfolio analysis1. Fried Seaweeds – Big Sheet Pocket
• 40 g.• Classic, Spicy
4. Grilled Seaweeds – Super Crisp
Brand Portfolio analysis
• 12 g., 24 g.• Hot Chili Squid, Kimchi,
Classic
4. Grilled Seaweeds – Big Bang
Brand Portfolio analysis
• 6 g., 30.6 g., 60 g.• Classic, Spicy Grilled
Squid, Hot & Spicy
4. Grilled Seaweeds – With Rice Crisp
Brand Portfolio analysis
• 24 g., 30.6 g. 51 g.• Original Flavor
3. Roasted Seaweeds – Extra Sheet
Brand Portfolio analysis
• 16 g.• Original Japanese
Sauce, Garlic
3. Roasted Seaweeds – Korean Style
Brand Portfolio analysis
• 4 g.• Classic
2. Tempura Seaweeds
Brand Portfolio analysis
• 25 g., 36 g., 40 g.• Original Style, Spicy,
Tempura Shrimp
5.Other products
- Norimaki- Fish Snack- Paul Squid Cracker
Brand Portfolio analysis
1. Onori
Competitor Portfolio analysis
2. Seleco
Competitor Portfolio analysis
3. Masita
Competitor Portfolio analysis
BCG
Current marketing programsNew Perspective Marketing
• Experiential Marketing– Interview of Tao-Kae-Noi’s owner
Current marketing programsNew Perspective Marketing
• Permission Marketing– Think of Seaweed, Think of Tao Kae Noi
advertising– Free sample
Traditional marketing programsProduct Strategy• Perceived quality and value– Functional product performance• Features, Reliability, Durability• Performance > Perceived Value
– Brand intangible• Brand reputation, brand personality• Owner’s Reputation
Traditional marketing programsPrice Strategy
• Different sizes = different prices > capture different target market
• 5-60 Thai baht
Traditional marketing programsPlace or Channel Strategy• Indirect Channel– Convenient store ex. 7-11– Aboard
• Direct Channel– Tao-Kae-Noi Land
Traditional marketing programsPromotion Strategy• Advertising– Print advertising– Interactive– Place advertising
• Publicity
Traditional marketing programsPromotion Strategy• Promotion
– Customer franchise building program• Flip the Cards game
Traditional marketing programsPromotion Strategy• Promotion– Non Customer franchise building program• Price Promotion
Recommendation
Recomendation• Strong association between “seaweed” and
Tao-Kae-Noi– The association is too strong– For products that are not related, Tao-Kae-Noi
should introduce different brand name
Recomendation• Maintain and improve brand image– Maintain the strong and favorable associations• Taste and brand name
– Differentiate the “homogeneous products” through Image ads.– Try to project and symbolize what the brand is about
other than selling the functional aspects of the products.
Recomendation• Aim at new potential segments– Tao-Kae-Noi existing customers are mostly young
adults– Have opportunity to extend the product-line and
aim at different segments• To gain additional revenue• Increase market coverage
– Tao-Kae-Noi “Roasted seaweed” and the elderly
Recomendation• Be aware of the social networks– A cheap and effective marketing tool• Reach potential customers• Can provide real time feedbacks/ interactions with the
customers
– Tao-Kae-Noi must use this tool to its maximum potential
Recomendation• Be aware of the social networks
Recomendation• Maintain and strengthen the position of Fried
seaweed • Invest in different areas• Marketing communications• Logistic• Research and development
Recomendation• There are two options for Grilled seaweed• Either invest a lot of money to stimulate
and improve market share• Or minimize investment and harvest
whatever revenue (8.03%) it generates• Minimize risk
Recomendation• Harvest money from the cash cow• Investment requirements should be low
since there is little to no market growth• Invest only to make sure that the Roasted
seaweed stay as a cash cow
Recomendation• Slowly divest the Tempura seaweed• Harvest whatever revenue it generates• Stop investing money• Slowly fade out to minimize impacts
Thank you