International Marketing Project, Harvard University

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An International Marketing Project for my summer class at Harvard University. …

An International Marketing Project for my summer class at Harvard University.

We're trying to bring this product, Italian Pasta Vending Machine, to Japan - the land of vending machines.

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  • - Add “PASTITALY” logoHow many of you think of McDonald as fast food?Vending Machines = low quality, unhealthy foodWe’re gonna change that with “PASTITALY”
  • Italy – doing great for pasta vending machineItalian entrepreneur who really wants high quality pasta (part of the culture) patent the machineSend to japan to have themExport: no quotas to export to japanSuccessful in ItalyItalian food culture of pasta – al momento, al dente
  • Economy – country with advanced countryDemographics – small country, strategic locationPolitical – close relationship with USWorking with local farmersEasier to get patentDecrease political and economical risksLess risky for
  • Economy – country with advanced countryDemographics – small country, strategic locationPolitical – close relationship with USWorking with local farmersEasier to get patentDecrease political and economical risksLess risky for

Transcript

  • 1. Italian Food Culture:“Al momento, al dente”High Quality Pasta VendingMachine in Italy = SuccessExport: no quotas to Japan
  • 2. ECONOMIC• Population: 126,475,000• GDP $4.31 Trillion• GDP per Capita: $34,000• Average household expenditure in food $3,303POLITICAL ENVIRONMENT• Joint Venture
  • 3. Potential Market: AUTOMATED WESTERN Oriented SALARYMEN Culture• Buy lunch at workplace • 99.4 % claims Vending • Positive attitude• Balance diet with Machines are convenient towards western exercise • Prefer interact with culture• The younger generation machine rather than • Brand Name prefer to be work as people • Advertising professionals • Fascinated by new technology innovation
  • 4. 63 Million people employed
  • 5. BENTO• The most consumed lunch• “Nobody likes bento-pasta because it’s over-boiled”VENDING MACHINE FOOD• Rarely available• Linked with low qualityHEALTH CONCERN• Diabetes: 10 million people• Stomach cancer - 280,000 men and 200,000 women annually
  • 6. VENDING MACHINE POPULARITY• 5.5 million units – 1 for every 23 people• 35% Japanese use Vending Machines more than once/day• $ 56 Billion SalesENVIRONMENT-FRIENDLY• Decreasing number of units due to environmental reasons• Vending Machines are equipped with solar batteries• 80% have containers for plasticTREND IN TECHNOLOGY• Interactive – touch screen panel• Mobile Payment/E-Money/PASMO Train Card• Facial Recognition
  • 7. Customization Facial Recognition Innovative Interactive Screen Features Mobile PaymentBrand • Italian Made Pasta: High-quality • Fast Food with Healthy IngredientsQuality • Appealing Packaging Design
  • 8. TOKYO CENTER OF DISTRIBUTION• Major location for office buildings• Highly populated with Target Market • Salaryman • > 20 years old
  • 9. Tokyo = Expensive City High-ItalianBrand ¥700 Quality & Healthy Food High- Tech Machine
  • 10. ACTION PLAN FREE Sample • Business Districts Marketing Campaign • Italy Education • Brand Exposure Celebrity• Introduction and delivery of new Endorsement product• Improve the attitude towards • Italian Public Figure vending machine food
  • 11. CULTUREPositive to Western Brand Automated System Healthy Diet HIGH-TECH TECHNOLOGY Interactive Eco-Friendly Features PRODUCT Packaging Pricing Future Plans Recommendation
  • 12. • Italy: AnalysisJAPAN MARKETING MIX• Legal Analysis • Product• Culture & Society Analysis • Distribution• Diet Analysis • Price• Vending Machine Industry • Promotion • ConclusionAPPENDICES• Japans Working Population • Competition: Saizeriya• Salarymen in Japan • Pricing Considerations• Professional Employment by • Decreasing Number of Vending Machines Prefecture • Additional Health Feature• Japanese Trade Stats • Original PASTITALY• Japanese Sales on Vending • Sales Projection Machine
  • 13. Data from 2005:• 68.5% of the population is between 15 and 64 years of age, meaning that the majority of the population still works• “The ratio of never-married had dramatically risen in late twenties to thirties”: this means less working men have a reason to eat at home or have someone to cook for them
  • 14. 1,537,830 of total people classified as “professional and technicalworkers”in 2005. This number would then be our potential consumergroup
  • 15. This map suggests that Tokyo is in fact a hub for “professional andtechnical workers” and therefore a smart choice in location of thevending machines
  • 16. Food VendingMachine Units:75,500 = 1.4% outof the total units
  • 17. 842 Japanese outlets – 470 in Tokyo Metropolitan Area Affordable Pricing • Bacon Risotto - $5.98 • Spaghetti - $5.98 Net IncomeSAIZERIYA • $ 92.739M
  • 18. • ¥80-200 = $2.5 : beverages• ¥ 120 = $1.5 : ice-cream,• ¥ 200 = $2.5 : boxed lunch sets, instant ramen, potato chips, etc• ¥564 = $7.3 : Chinese Brand Noodle
  • 19. Biometric System• the machine will provide food that will improve your health Healthy ingredients
  • 20. The only PastaVending Machinethat cooks pasta‘al momento’ and‘al dente’