mongkut talay canned fish
TRANSCRIPT
Mongkut Talay
Increase sales growth by 10% in this year
Objective
Situation Analysis
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)
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%
Consumer Analysis
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
Consumer Behavior
Source: Quantitative Research
How they eat Mackerel in tomato sauce?
Cook-ing
66%
Instant Eating34% Why?
- Customization- No fishy smell
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
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
Shopper Analysis
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”
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.
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
Shopper Behavior: CVS
= Shopping Decision Journey
Most shoppers go to Frozen Food shelf first and spend long time.
1
First stop
Brand Health Check
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.
Brand AssociationGaining these attributes from Qualitative Research.
Finding the importance of them and brands’ performance from Quantitative Research.
Brand AssociationThere are two main groups of factor we need to improve:
“Product’s Quality and Promotion”
Key Success Factor
Brand Awareness
Recommendation
Key Issue
• Opportunity Mapping• Positioning Mapping• Repositioning
• Brand building• New Product Development• Adjust Marketing Mix
Unclear Positioning
Low Brand Awareness
Opportunity Map
Positioning Map
High Variety ProductLow Variety Product
High Price
Low Price
Positioning map for canned fish in tomato sauce
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
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
New Product Development
Product: ปล�แมกเคอเรล ยำ��ในซอสมะเขื�อเทศ Mackerel in Spicy Dressing Sauce
Price: 17 Baht
Available at:
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.
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
IMC
TVC AdsName: อรั�อยจ�ดีจ�านถู/งใจ ไม�ติ�องรัอChannel: CH3 (08:00PM Drama & ศึ/ก12รัาศึ)Duration: 1 month
IMC
Bus Transit
Detail: Half-Wrap & SeatNumber of bus : 30 busesRoute: urban area in BKKDuration: 6 months
IMC
Booth
Detail: Product Sampling BoothNumber of booth: 20 boothsPlace: Supermarket & Hypermarket GBKKDuration: 1 month
IMC
Facebook Fanpage: Campaign
#MongkutTalay #MongkutTalaySpicy อรั�อยจ�ดีจ�านถู/งใจ ไม�ติ�องรัอ
FurtherRecommendation
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%)
New Product Development
Product: ขื��วคะน��ปล�กระปองFried Rice with Broccoli and Canned Fish
Price: 37 Baht
Available at:
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
IMC
Print Ads at 7-11
Action Plan