innovative marketing 2016-2020 for food industry
TRANSCRIPT
Dr. Jinjuta Issariyapat
www.issariyapat.com
Facebook : iphenomenon
INNOVATIVE MARKETING
2016-2020 FOR FOOD INDUSTRY
ACCORDING TO PETER DRUCKER, “BUSINESS HAS ONLY TWO FUNCTIONS…”
Peter Drucker, well-known management consultant
How the next
generation of
marketers can adapt
to the changes in
consumer behavior
brought about by technology?
DATAFICATION
ACCORDING TO A RECENT STUDY FROM
BOSTON CONSULTING GROUP—
COMPANIES WHO ARE STRONGEST AT
INNOVATION ARE THREE TIMES AS LIKELY TO
RELY ON BIG DATA ANALYTICS COMPARED TO LESS INNOVATIVE COMPANIES.
What can big data could do for their your business today?
BIG DATA-DRIVEN MARKETING SEGMENTATION
Reminder emails to customers when they are due for product
refills, but also make relevant product recommendations based on
purchase history, educate customers on new products, reward best customers and retain churning customers.
EXAMPLE : BIG DATA-DRIVEN SEGMENTS FOR THE FOOD & BEVERAGE INDUSTRY
SEGMENT 1: Seasonal /Festival Food Items
HALLOWEEN CANDY
WC Grocers is running a special promotion
on Halloween candy this year that they will
share with all customers who bought any of
these items last year. To reach this group,
you want to segment by category and
timeframe. In this case, that is anyone who
bought candy during October of the past
year.
EXAMPLE : BIG DATA-DRIVEN SEGMENTS FOR THE FOOD & BEVERAGE INDUSTRY
SEGMENT 2: Hot Combo
WINE WITH STEAK The next segment we’ll create is based on a
bundling, which is two products that are
frequently purchased together. With this
segment you want to find customers who
have bought product X, but not product Y. In
this example, we want to find everyone who
purchased the WC Pinot Noir, but has not
bought the steak that pairs well with the
wine. With this information, you can send this
group a message with a coupon for their next
wine purchase, as well as a recipe for the
steak in hopes that they order that item as
well.
EXAMPLE : BIG DATA-DRIVEN SEGMENTS FOR THE FOOD & BEVERAGE INDUSTRY
SEGMENT 3: Replenishment
ROAST COFFEE
WC Grocers sells many replenishable items, so they use
customer purchase data to create replenishment campaigns
for customers who are due for product refills. For example,
they are going to create a segment that targets anyone who
has purchased Dark Roast Coffee to remind them that they
should re-order soon. The lifetime of the coffee is 60 days, so
the email will be triggered 55 days after the purchase date,
ensuring customers receive the email before they run out.
EXAMPLE : BIG DATA-DRIVEN SEGMENTS FOR THE FOOD & BEVERAGE INDUSTRY
SEGMENT 4: LOYALTY REWARDS
POINT REDEMPTION
WC Grocers has a loyalty program that
rewards customers based on their continued
purchases from the online store. To track
customers’ progress, WC Grocers has
created a custom field for loyalty points.
Once customers reach a certain threshold
(for instance, 250 points) they will
automatically receive a reward, like a coupon
for a free item of their choice.
EXAMPLE : BIG DATA-DRIVEN SEGMENTS FOR THE FOOD & BEVERAGE INDUSTRY
SEGMENT 5: Micro Moment
FOOD PHOTO
Micro-moments occur when people reflexively turn to a device—increasingly a
smartphone—to act on a need to learn something, do something, discover something,
watch something, or buy something. They are intent-rich moments when decisions are
made and preferences shaped. In these moments, consumers' expectations are higher
than ever. The powerful computers we carry in our pockets have trained us to expect
brands to immediately deliver exactly what we are looking for when we are looking. We
want things right, and we want things right away.
https://www.thinkwithgoogle.com/micromoments/
O2O ECONOMY
Omnichannel
Jack Ma chose to bury the hatchet and
partner with Suning as a way to implement
Ali’s O2O strategy
The partnership with Jack Ma may be a
real fillip for Suning as it can immediately
benefit from Ali’s enormous traffic .
INTERNET OF THINGS IOT OR M2M
MARKETING INNOVATION >>>>>>>>>>>>>>>>
>>>>>>>>>>>>>
BY 2020 THERE WILL BE FOUR TIMES AS MANY NON-
TRADITIONAL DEVICES CONNECTED TO THE INTERNET AS THERE ARE COMPUTERS, TABLETS AND SMARTPHONES.
SMART KITCHEN
“Whether it’s food storage,
preparation, or the act of
cooking itself, the arrival of
new technologies will enable
consumers to become more
efficient, knowledgable and
possibly even better cooks in
coming years,”
explained Michael Wolf,
NextMarket Insights Chief
Analyst. “As a result, we
believe that appliance makers,
smart home companies as well
as those who provide food to
consumers will see
both enormous opportunity as
well as disruption to their
existing businesses with the arrival of the smart kitchen.”
https://www.youtube.com/watch?v=KSJWA8YTdKM
• The new cost-effective system, the first true Internet of Things (IoT) network in the Middle East, will revolutionise the modern-day cities and appropriate usage of resources by relaying data from sensors and consuming less energy to prolong sensor battery life for years.
IOT SMART LOCK
https://www.youtube.com/watch?v=usmoEIkOyBI
The Asia/Pacific Internet of Things (IoT) industry will
continue its strong growth with the number
of connected units expected to increase from 3.1
billion to 8.6 billion by 2020. According to a new report
from IDC, over this same period, the market size for
the entire region excluding Japan (APeJ) will jump from $250 billion to $583 billion.
HTTPS://WWW.YOUTUBE.COM/WATCH?V=NJYTZVAVOZO
IOT ในกระบวนปลูก เก็บเกี่ยววตัถุดิบ
The agriculture industry has been a very successful laboratory for IoT innovation. By
connecting everything from soil sensors to tractors, IoT removes the guesswork from planting
and harvesting, offering growers invaluable visibility and actionable insight into field activity.
IOT ในกระบวนการผลิตอาหาร
With humans becoming a vanishing breed in factories, machine-to-
machine communications will grow in importance when food manufacturers seek to leverage the Internet of Things.
Tablets are big and
bulky hardware of
today’s mobile
devices, the second
wave of the controls
evolution that is occurring.
Automation vendors are as uncertain as everybody else about how IoT will change industrial manufacturing.
With the IoT, food logistics
are beginning to use various
types of sensors to monitor
key production conditions,
shipping time, numerous
other metrics, and, most important, temperature.
IOT ในกระบวนการตลาด การขายและบริการ
Kroger's IoT temperature monitoring
system cuts down on the number of
cold products that go bad and have to
be thrown out, reduces labor and saves
energy. And happy customers enjoy
better ice cream and other cold and frozen foods.
Kroger equipped refrigerated containers
with sensors that check temperatures
every 30 minutes--instead of having
employees manually check
thermometers twice a day--and then alert
store managers and facilities engineers if the mercury hits unsafe levels.
3D FOOD PRINTER
CUSTOMIZE FOOD FOR NICHE MARKET
Everyone's familiar with custom-printed chocolate
candies and Valentine's hearts featuring messages. But
today, researchers are looking for ways to use 3D
printing with food. The technology could significantly
cut major costs for food manufacturers, marketers and
retailers, because it could be used to tailor foods on-
demand for people with special dietary needs such as
athletes, pregnant women, those with diabetes and a host of others.
SERVITIZATION
SERVICE INNOVATION ……..WORK AS SOLUTION PROVIDER
Trends of organisational and service
innovation in the value chain
• From selling products to selling integrated
products and services that deliver value in
use
• Whole new business model which no longer
emphasises the maximisation of output and
unit sales, but instead revenue generation
via long-term customer relationships
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