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Tkn final ppt for eos

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  • 1. Tao Kae Noi Presentation By: …..
  • 2. Industry Analysis
  • 3. • 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)
  • 4. Tao-Kae-Noi Seleco Machita,Uni,Dai so, etc
  • 5. • Average consumption person/year • Thailand 6 pieces • Japan 60 pieces • Korea 140 pieces
  • 6. • 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
  • 7. Competitor Analysis
  • 8. Porter’s Five Forces
  • 9. Competitive 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
  • 10. Supplier 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
  • 11. Threat of Substitute Products •Seaweed snacks are easily substituted •Low-involvement products that only required nominal decision making Threat of substitute product is high
  • 12. Threat of New Entrant • Market has low entry and exit barrier High threat of new entrant
  • 13. Buyer Power •Difficult to differentiate between seaweed brands •Low price  low switching cost High bargaining power for consumers
  • 14. Company Analysis
  • 15. • Mr. Itthipun Kulpongwanit • online-game addict • Selling chestnut. • Established in • Distribute to 7/11 • Main industry in Bangbuathong
  • 16. • 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, Viet nam
  • 17. • Slogan of “ ” • 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
  • 18. • 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.
  • 19. Marketing Strategies Analysis
  • 20. 1. Competitive frame of reference – target consumer Teenagers Employees Age: 4 – 35 years old Price: 5 – 40 baht
  • 21. 1. Competitive frame of reference – main competitors
  • 22. 2.1 Points - of – parity
  • 23. 2.2 Points - of – difference
  • 24. 1. Fried Seaweeds – Crispy Seaweed • 85 g., 40 g., 20 g. • Original, Hot & Spicy, Tom Yum Goong, Tomato Sauce, Wasabi, Seafood, and Pizza
  • 25. 1. Fried Seaweeds – Big Sheet • 4 g. • Classic, Spicy, Japanese Sauce, Pizza, Seafood
  • 26. 1. Fried Seaweeds – Big Sheet Pocket • 40 g. • Classic, Spicy
  • 27. 4. Grilled Seaweeds – Super Crisp • 12 g., 24 g. • Hot Chili Squid, Kimchi, Classic
  • 28. 4. Grilled Seaweeds – Big Bang • 6 g., 30.6 g., 60 g. • Classic, Spicy Grilled Squid, Hot & Spicy
  • 29. 4. Grilled Seaweeds – With Rice Crisp • 24 g., 30.6 g. 51 g. • Original Flavor
  • 30. 3. Roasted Seaweeds – Extra Sheet • 16 g. • Original Japanese Sauce, Garlic
  • 31. 3. Roasted Seaweeds – Korean Style • 4 g. • Classic
  • 32. 2. Tempura Seaweeds • 25 g., 36 g., 40 g. • Original Style, Spicy, Tempura Shrimp
  • 33. 5.Other products - Norimaki - Fish Snack - Paul Squid Cracker
  • 34. 1. Onori
  • 35. 2. Seleco
  • 36. 3. Masita
  • 37. New Perspective Marketing • Experiential Marketing – Interview of Tao-Kae-Noi’s owner
  • 38. New Perspective Marketing • Permission Marketing – Think of Seaweed, Think of Tao Kae Noi advertising – Free sample
  • 39. Product Strategy • Perceived quality and value – Functional product performance • Features, Reliability, Durability • Performance > Perceived Value – Brand intangible • Brand reputation, brand personality • Owner’s Reputation
  • 40. Price Strategy • Different sizes = different prices > capture different target market • 5-60 Thai baht
  • 41. Place or Channel Strategy • Indirect Channel – Convenient store ex. 7-11 – Aboard • Direct Channel – Tao-Kae-Noi Land
  • 42. Promotion Strategy • Advertising – Print advertising – Interactive – Place advertising • Publicity
  • 43. Promotion Strategy • Promotion – Customer franchise building program • Flip the Cards game
  • 44. Promotion Strategy • Promotion – Non Customer franchise building program • Price Promotion
  • 45. Recommendation
  • 46. • 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
  • 47. • 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.
  • 48. • 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
  • 49. • 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
  • 50. • Be aware of the social networks
  • 51. • Maintain and strengthen the position of Fried seaweed • Invest in different areas • Marketing communications • Logistic • Research and development
  • 52. • 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
  • 53. • 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
  • 54. • Slowly divest the Tempura seaweed • Harvest whatever revenue it generates • Stop investing money • Slowly fade out to minimize impacts