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  • 1. Copyright © 2014 very50 All Rights Reserved. Xao Ban Marketing Strategy 1 MoG Team March 22, 2014
  • 2. Copyright © 2014 very50 All Rights Reserved. 2 Introduction Keywords of Nut There is 4 keywords of Nut we feel • Happiness • Independent • Share • Responsibility • Wants to do Xaoban without stress • Nut’s mother work hard for 5 children • Older brother as a role model let her take strong appetite • Studying in Europe let her know hard work and punctuality • Appreciate for the society • Support handicapped • Support women • Spread knowledge to young people • Don’t betray the customer Nut’s Comments Keywords
  • 3. Copyright © 2014 very50 All Rights Reserved. 3 Introduction Our understanding about Xaoban model Good process Good product Good Customer Good Neighbor 1.Ingredients 2.Inbound logistics 3.Production 4.Outbound logistics 5.Selling Modern Customer High Quality Yogurt Modern Customer’s Community Xaoban is a platform for modern customer
  • 4. Copyright © 2014 very50 All Rights Reserved. 4 Outline 1. Current Status 2. Vision 3. Target Customer A) Modern Customer B) Tourists C) Emerging Customer 4. Strategy
  • 5. Copyright © 2014 very50 All Rights Reserved. 1. Current Status Sales by Customer / by Channel Expats is currently Xao Ban’s main customer and Minimart is a major channel Expats 45% Lao 30% Tourist 25% Estimated Sales by Customer (2013) Sales by Channel (2013) Mini Mart 43% Hotel 34% Restaurant 13% Xao Ban Shop 10%
  • 6. Copyright © 2014 very50 All Rights Reserved. 6 1. Current Status Sales by Product Yogurt has a big proportion in sales Sales by Product (2013) Yogurt 35% Juice 20% Jam 15% others 30%
  • 7. Copyright © 2014 very50 All Rights Reserved. ? 7 1. Current Status Customer Trend The importance of expats in the Lao market is decreasing in relation to tourists and Lao Expats Tourist Lao Size The number will decrease due to less NGO and foreign gov. workers The number will grow The number will grow Component Korean and Chinese will increase More and more tourists from Asia-Pacific region More rich and modern customers will emerge Purchase Unchange More cafe and hotels will be open for tourists More purchase at supermarket and convenience stores Yogurt purchase Unchange More people will purchase Customer Trend
  • 8. Copyright © 2014 very50 All Rights Reserved. 8 1. Current Status Status We focused on identifying target customer for Xao Ban to diversify its customer base Category Issues Direction Questions for Actions Customer Around 70% are expats Needs to diversify customer base by targeting tourists and Lao • Which customers are our target? • How is the size of the target? • What kind of lifestyle? • How is their yogurt purchase behavior? • What are their barriers in buying Xao Ban products? • What kind of yogurt should be sold to target customers? • What promotion activities are required? Product Yogurt sales consists 75% of total Needs to increase sales of non-dairy products • To which customer, we can sell non-dairy products? Channel 80% is Mini mart Needs to diversify channel by targeting cafe / restaurants • What types of channel do we use to target customers? Production COGS ratio in sales is high due to imported raw materials • Cost reduction by starting a local dairy farm • Increase productivity with machines and factory improvement Our Focus
  • 9. Copyright © 2014 very50 All Rights Reserved. 9 Outline 1. Current Status 2. Vision 3. Target Customer A) Modern Customer B) Tourists C) Emerging Customer 4. Strategy
  • 10. Copyright © 2014 very50 All Rights Reserved. 10 2. Vision Vision 1. Diversify source of sales in • product • channel • customer 2. Sales volume increase by 50% 3. Establish local value chain Xao Ban’s Vision
  • 11. Copyright © 2014 very50 All Rights Reserved. 11 Outline 1. Current Status 2. Vision 3. Target Customer A) Modern Customer B) Tourists C) Emerging Customer 4. Strategy
  • 12. Copyright © 2014 very50 All Rights Reserved. 12 3. Target Customer Customer Map Expats Tourist Lao Men Women Men Women Super rich Upper M Others Age 0-20 21-40 41-60 61- Customer Map (Viantiane) NOT target due to limited budget NOT target due to limited # of population limited yogurt consu mption NOT target due to limited budget Modern Customer (4,500 people) Modern Customer (7,500) A A Tourists (2.6 mil people) B Emerging Customer (126,750) C NOT target due to limited yogurt consumption NOT target as wives pur- chase yogurt
  • 13. Copyright © 2014 very50 All Rights Reserved. 13 3. Target Customer Customer Purchase Point Target customers purchase products in different places A Modern Customer B Tourists C Emerging Customer Customer Purchase Point
  • 14. Copyright © 2014 very50 All Rights Reserved. 14 3. Target Customer Customer Summary Modern Customer Tourists Emerging Customer Expats Local 1 Population 4,500 people 7,500 people 2.6 Mil people 126,750 people 2 Income USD4,300 / m USD1000 / m Over USD1,500 / m USD200 / m 3 Occupation Housewife, Lao workers Cetral bank, landowner Business man, teacher Student, Worker 4 Yogurt Purchase Volume 1800g / w 300 g / w 300 g / w (150g x 2) (Potential) About 375 g / w (150g×2.5) 5 Market Size (1 x 4 x 52w) 421 ton / y 11.7 ton / y 15 ton/ y (Potential) 2,471 ton/ y 6 Xao Ban Purchase Experience Recognitio n: 100% Purchase: 100% Recog: 100% Purchase: 60% Recognition: 0% Purchase: 0% Recognition: 18% Purchase: 5% A B C Customer Summary
  • 15. Copyright © 2014 very50 All Rights Reserved. 15 3. Target Customer Research Result – Package Design Xao Ban A. Bulla B. Dutch C. Foremost D. Meiji E. Lao Yogurt
  • 16. Copyright © 2014 very50 All Rights Reserved. 16 3. Target Customer Research Result – Package Design PIC Modern Customer (n=32) Tourists (n=16) Emerging Customer (n=43) 1 Xaoban 69% 35% 2 A. Bulla 16% 13% 3 B. Dutch 16% 19% ✔✔ 4 C. Foremost 0% 36% 5 D. Meiji 0% 0% 6 E. Lao Yogurt 0% 0% ✔ A B C Research Result – Package Design
  • 17. Copyright © 2014 very50 All Rights Reserved. 17 3. Target Customer Research Result – Product Volume Modern Customer Tourists (n=16) Emerging Customer (n=54) 1 100g 7% 38% 2 150g ✔ 93% 62% 3 300g 4 600g ✔ A B C Research Result – Product Volume
  • 18. Copyright © 2014 very50 All Rights Reserved. 18 3. Target Customer Research Result – Message Message Modern Customer (n=28) Tourists (n=30) Emerging Customer (n=20) 1 Laos top 10 woman manager 26% 4% 1% 2 High quality thailand milk 4% 5% 4% 3 Made in laos 12% 22% 60% 4 Using starter from Denmark 7% 7% 1% 5 Employ disadvantage 25% 11% 4% 6 Traceability 17% 16% 10% 7 Handmade 0% 16% 15% 8 Limited production 5% 3% 1% 9 Tasty yogurts admired by the worlds 5% 12% 4% A B C Research Result – 9 Messages
  • 19. Copyright © 2014 very50 All Rights Reserved. 19 Outline 1. Current Status 2. Vision 3. Target Customer A) Modern Customer B) Tourists C) Emerging Customer 4. Strategy
  • 20. Copyright © 2014 very50 All Rights Reserved. 20 3. Target Customer Modern Customer – Portrait Modern Customer Portrait A Customer Pic Yogurt Consumption 1800g/w Occupation Housewife Family 4 Hobby Tennis Shopping Phonsiri Siavon…etc Market Size Xao Ban Purchase Yogurt, fresh juice Population 12,000 Income Other Belonging to volunteer group $430,000
  • 21. Copyright © 2014 very50 All Rights Reserved. 21 3. Target Customer Modern Customer – Purchase Behavior on Yogurt Modern Customer Purchase Behavior on Yogurt A Recognition Interest Action Compare Purchase Use Attachment Spread Word of mouth Go to the supermarket taste price Hoarding 600g
  • 22. Copyright © 2014 very50 All Rights Reserved. 22 3. Target Customer Modern Customer – Xao Ban Purchase – 8 stepsA 100% 100% 100% 100% 100% 100% 100% 0% 20% 40% 60% 80% 100% 120% Recognition Interest Action Compare Purchase Affection Spread Xao Ban Purchase – 8 Steps Comment •We can see Xaoban yogurt anywher e. •Simple design •Rich image ・Taste ・Healthy •Word of mouth •Suitable for presents
  • 23. Copyright © 2014 very50 All Rights Reserved. 23 3. Target Customer Modern Customer – Xao Ban Purchase – 8 stepsA 100% 100% 100% 100% 100% 30% 30% 0% 20% 40% 60% 80% 100% 120% Recognition Interest Action Compare Purchase Affection Spread Xao Ban Purchase – 8 Steps Comment •Almost everyone know Xaoban Non- yogurt •Xaoban brand through yogurt •Taste is too strong •Xaoban brand through yogurt •Xaoban brand through yogurt •Xaoban brand through yogurt
  • 24. Copyright © 2014 very50 All Rights Reserved. 24 3. Target Customer Modern Customer – Xao Ban Purchase – IssuesA Modern Customers – 8 Steps Issues 8 steps Recognition 100% Interest 100% Action 100% Compare 100% Purchase 100% Use 100% Size , Taste(feeling in the mouth or semisweet) Attachment High Not feeling familiarity or Attachment Spread High
  • 25. Copyright © 2014 very50 All Rights Reserved. 25 3. Target Customer Modern Customer – Xao Ban Purchase – IssuesA Modern Customers – 8 Steps Issues 8 steps Recognition 100% Interest 100% Xaoban brand has a healthy image Action 100% Compare 100% Purchase 100% Use 100% Attachment 30% Taste is too strong Spread 30%
  • 26. Copyright © 2014 very50 All Rights Reserved. 26 3. Target Customer Modern Customer – Customer StrategyA Evolution of Xao Ban Customer Yogurt Yogurt Yogurt Tourist Emerging Customer Modern Customer Make people to Start to buy Yogurt Increase yogurt purchase Increase non-yogurt product purchase
  • 27. Copyright © 2014 very50 All Rights Reserved. 27 3. Target Customer Modern Customer – Product It’s necessary to aim at the both taste, existing and soft , according to nationality A ・Add soft taste of dressing and paste sauce ・Aim at the both taste, existing and soft.
  • 28. Copyright © 2014 very50 All Rights Reserved. 28 3. Target Customer Modern Customer – Promotion Modern Customer – 8 Steps – Promotion 8 steps Recognition 100% Interest 100% Action 100% Compare 100% Purchase 100% Use 100% Attachment 30% Listing key message through the strong point of Xaoban on the product Label Spread 30% Making a shop which raises brand value of xaoban A It’s necessary to focus on Attachment and spread.
  • 29. Copyright © 2014 very50 All Rights Reserved. 29 3. Target Customer Modern Customer – Promotion – Recommendation Message and shop purchase use Attachme nt spread A It’s necessary to operate from purchase to spread through message and shop.
  • 30. Copyright © 2014 very50 All Rights Reserved. 30 3. Target Customer Modern Customer – Overview Overview A For increasing brand value of xaoban Product Promotion shopProduct The concrete tactics The concrete tactics The concrete tactics
  • 31. Copyright © 2014 very50 All Rights Reserved. 3. Target Customer Modern Customer-product Add soft taste of dressing and paste sauce . 31 A Aim at the both taste, existing and soft. Soft taste (Less garlic)
  • 32. Copyright © 2014 very50 All Rights Reserved. 32 3. Target Customer Modern Customer – Promotion – Product Bland value is increasing by listing key message through the strong point of Xaoban on the product Label List image A Exiting product pic 1.Made in Laos 2.Handmade 3.Tasty yogurt admired by the world
  • 33. Copyright © 2014 very50 All Rights Reserved. 33 3. Target Customer Modern Customer – Promotion – Shop Brand value is increased by making a shop which consider natural, family and added value as concept A Added value Nature Shop through the concept of nature , family and added value Family ・Arrange flower outside fence ・Growing grass on the deck space to take a rest for mothers and kids ・Tasting event for new product for customer ・Present a recipe from Xaoban mother ・Shop-limited product
  • 34. Copyright © 2014 very50 All Rights Reserved. 34 Outline 1. Current Status 2. Vision 3. Target Customer A) Modern Customer B) Tourists C) Emerging Customer 4. Strategy
  • 35. Copyright © 2014 very50 All Rights Reserved. 35 3. Target Customer Tourist– Portrait Tourist Portrait B Customer Pic Yogurt Consumption 300 g / w(150g x 2) Market Size 1,571,340/ y Xao Ban Purchase Recog: 0%Purchase: 0% Population 2,723,564 people Income Over USD150,000 / m Café on the Rue se tthathilat stree Place to stay Guesthouse, hotel Place to visit Shopping Morning Market Days to stay Patou Xai, Thai Luang Place to eat 4 days
  • 36. Copyright © 2014 very50 All Rights Reserved. 36 3. Target Customer Tourist – Purchase Behavior on Yogurt Tourist Purchase Behavior on Yogurt B Recognition Interest Action Compare Purchase Use Attachment Spread Free Paper Poster Free Paper Panph POP Cafe MiniMart Breakfast in the Hotel MIniMart Cafe Cafe MInimart POP Facebook Blog Twitter Breakfast in the Hotel
  • 37. Copyright © 2014 very50 All Rights Reserved. 37 3. Target Customer Tourist – Xao Ban Purchase – 8 stepsB 0% 0% 0% 0% 0% 0% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Recognition Interest Action Compare Purchase Affection Spread Xao Ban Purchase – 8 Steps Comment •100% of tourist don’t know Xaoban. There are shops selling XaoBan product but 0% of tourist know XaoBan. ⇒Taking strategy increasing recognition can make opportunity the tourist buy XaoBan product.
  • 38. Copyright © 2014 very50 All Rights Reserved. 38 Because of lucking of the interaction rate of the recognaization is 0% Advertise in public Increase the number of chanel Café Increase the oppotunity for interaction 3. Target Customer Tourist – Problems in RecognitionB minimart channel
  • 39. Copyright © 2014 very50 All Rights Reserved. 39 3. Target Customer Tourist – Xao Ban Purchase – Issues Tourist – 8 Steps Issues at cafe 8 steps Recognition 0% Café sell xaoban’s product without xaoban’s name Interest 0% Without POP we can`t tell the message for customer Action 0% Compare 0% At café xaoban product should be sold more expensive because all products are expensive(coffee/17000kips) Purchase 0% Use 0% Attachment 0% Spread 0% B
  • 40. Copyright © 2014 very50 All Rights Reserved. 40 3. Target Customer Tourist – Xao Ban Purchase – Issues Tourist – 8 Steps Issues at minimart 8 steps Recognition 0% No POP Interest 0% Without POP we can`t tell the message for customer Action 0% Compare 0% Yogurt doesn’t meet customer’s needs Minimart is too competitive market Purchase 0% Use 0% Attachment 0% Spread 0% B
  • 41. Copyright © 2014 very50 All Rights Reserved. 41 The number of customer× Easy to sell with higher price Because ・tourist pays more at café than any local area ・At café xaoban product should be sold more expensive because all products are expensive(○○keeps) 0 10 20 30 40 50 60 70 80 90 認知 興味 行動 比較 購買 after start PR in the future 列1 Easy to increase the rate of parchase Actually rate of recognaization of Xaoban is 0% because café serve yougurt without xaoban`s name put xaoban product itself and put advatisement will increase the number of the rate of 8step to purchase 3. Target Customer Tourist – Xao Ban Purchase – Where to PlayB price
  • 42. Copyright © 2014 very50 All Rights Reserved. • We would like to propse enough PR and sell product much higher price with xaoban product itself ↓ customer will think xaoban goes comarcialism and reputation of xaoban brand will contaminated. Because xaoban sell same product with different price at each place 42 3. Target Customer Tourist – Xao Ban Purchase – ProblemsB
  • 43. Copyright © 2014 very50 All Rights Reserved. Name : champa lao yogurt Taste:flaveres(Mango,Lao Blackberry,Mulberry,Mango Passion,passion fruit) Logo: Catch copy:narural hand made gift from Lao Detail:provide more lao and luxury product to all tourists come to Laos only at café. therefore newbrand and current brand have different customer bases ,They aren’t served at same chanel and products are diefferent. 43 3. Target Customer Tourist – Xao Ban Purchase – Establish New BrandB
  • 44. Copyright © 2014 very50 All Rights Reserved. 44 3. Target Customer Tourist – Product – Name Tourist – Product – Name B Factor Candidate Names Made in Lao 24% • Handmade Lao Yogurt • Lao Yogurt • Champa Lao Yogurt • Elephant Yogurt • Yogurt Lao • Champa Yogurt
  • 45. Copyright © 2014 very50 All Rights Reserved. 45 3. Target Customer Tourist – Product – Symbol Tourist – Product – Symbol B Factor Candidate Symbols Made in Lao 24%
  • 46. Copyright © 2014 very50 All Rights Reserved. 46 3. Target Customer Tourist – Product – Catch Phrase Tourist – Product – Catch Phrase B Factor Candidate Catch Phrases • Made in Laos 24% • Handmade 16 % • Naturtal Gift from Lao • Handmade in Lao • Handmade gift for Healty living • Healthy Gift from Lao • Quality Gift from Lao • Handmade Gift from Lao
  • 47. Copyright © 2014 very50 All Rights Reserved. 47 3. Target Customer Tourist – Product – Name – Result Product Name – Result Names Evaluation Handmade Lao Yogurt 32% Lao Yogurt 23% Champa Lao Yogurt 18% Yogurt Lao 9% Elephant Yogurt 9% Wat Yogurt 5% Mekong Yogurt 5% Champa Yogurt 0% B
  • 48. Copyright © 2014 very50 All Rights Reserved. 48 3. Target Customer Tourist – Product – Symbol – Result Product Symbol – Result Symbol Pic Evaluation Champa 31% Flavor(Mulberry) 31% Elephant 19% temple 16% Geography 6% Flag 6% B
  • 49. Copyright © 2014 very50 All Rights Reserved. 49 3. Target Customer Tourist – Product – Catch Phrase – Result Product Catch Phrase – Result Catch Phrases Evaluation Natural Gift from Lao 35% Handmade in Lao 25% Handmade gift for healthy living 25% Healthy Gift from Lao 10% Quality Gift from Lao 0% Hand made gift from Lao 0% B
  • 50. Copyright © 2014 very50 All Rights Reserved. 50 3. Target Customer Tourist – Product – ImageB Name Champa Lao Yogurt Symbol Champa Catch Phrase Ntural Hand made Gift from Lao Volume 150g Flavor 5 types
  • 51. Copyright © 2014 very50 All Rights Reserved. 51 3. Target Customer Tourist – Product – ImageB Flavor Package Mulberry Mango Passion Fruit Mango Passion Lao Black Berry
  • 52. Copyright © 2014 very50 All Rights Reserved. 52 3. Target Customer Tourist – Promotion – MessageB Xaoban is Natural Handmade Yogurt made in Laos, which is the Art made with Sincere Love and Care. We provide the unforgettable healthiest moment to modern customers who understand the difference because we believe that “Yogurt is Art”; depending on the climate and maker’s feeling, the taste of Yogurt is changed , so that it is important to talk with Yogurt. We can achieve the highest and the healthiest quality which mass production cannot achieve by: ・Using local ingredients to keep our Yogurt fresh ・Strong connection between the manager and the workers, which enables to keep the quality always high ・Hiring Disadvantaged people to let them bloom their potentials
  • 53. Copyright © 2014 very50 All Rights Reserved. 53 3. Target Customer Tourist – Promotion – MessageB Xaoban is Natural Handmade Yogurt made in Laos, which is the Art made with Sincere Love and Care. We provide the unforgettable healthiest moment to modern customers who understand the difference because we believe that “Yogurt is Art”; depending on the climate and maker’s feeling, the taste of Yogurt is changed , so that it is important to talk with Yogurt. We can achieve the highest and the healthiest quality which mass production cannot achieve by: ・Using local ingredients to keep our Yogurt fresh ・Strong connection between the manager and the workers, which enables to keep the quality always high ・Hiring Disadvantaged people to let them bloom their potentials Strongest appeal to Tourists → Should be used in the selling message
  • 54. Copyright © 2014 very50 All Rights Reserved. 54 3. Target Customer Tourist – Promotion – MessageB Xaoban is Natural Handmade Yogurt made in Laos, which is the Art made with Sincere Love and Care. We provide the unforgettable healthiest moment to modern customers who understand the difference because we believe that “Yogurt is Art”; depending on the climate and maker’s feeling, the taste of Yogurt is changed , so that it is important to talk with Yogurt. We can achieve the highest and the healthiest quality which mass production cannot achieve by: ・Using local ingredients to keep our Yogurt fresh ・Strong connection between the manager and the workers, which enables to keep the quality always high ・Hiring Disadvantaged people to let them bloom their potentials Xaoban’s Uniqueness → Can be used to diffferentiate Xaoban’s Uniqueness → Can be used to diffferentiate Xaoban’s Uniqueness → Can be used to differentiate
  • 55. Copyright © 2014 very50 All Rights Reserved. 55 3. Target Customer Tourist – Promotion Tourist – 8 Steps – Promotion 8 steps Promotion List Recognition Poster, pop , uchiwa , publicity, Miss Lao Contest, coffee coaster, travel note at the guesthouse, Interest Champ flower vase, pop, yogurt after spa, factory visit Action relax map, beautiful map Compare design ,proses of product, collaboration with the sightseeing points, use the image of ice, use as seichozai Purchase Ads with European’s picture Use Recipe Attachment Information for new product Spread Facebook, blog B
  • 56. Copyright © 2014 very50 All Rights Reserved. 56 3. Target Customer Tourist – Promotion Tourist – 8 Steps – Promotion 8 steps Promotion List Recognition Poster, pop , uchiwa , publicity, Miss Lao Contest, coffee coaster, travel note at the guesthouse, Interest Champ flower vase, pop, yogurt after spa, factory visit Action relax map, beautiful map Compare design ,proses of product, collaboration with the sightseeing points, use the image of ice, use as seichozai Purchase Ads with European’s picture Use Recipe Attachment Information for new product Spread Facebook, blog B
  • 57. Copyright © 2014 very50 All Rights Reserved. 57 3. Target Customer Tourist – Promotion – RecommendationB Uchiwa /Map Go cafe See flower Eye catch POP Emotional POP
  • 58. Copyright © 2014 very50 All Rights Reserved. • Target: – Tourists who is suffering from the hot weather in Laos • Aim: – Increase the brand recognition of Xaoban B 3. Target Customer Tourist – Promotion – Idea 1: Uchiwa Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image
  • 59. Copyright © 2014 very50 All Rights Reserved. B 3. Target Customer Tourist – Promotion – Idea 1: Uchiwa Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image • Communication Media: – Uchiwa
  • 60. Copyright © 2014 very50 All Rights Reserved. B 3. Target Customer Tourist – Promotion – Idea 1: Uchiwa Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image • Distribute Uchiwa, on which Xaoban’s advertisement is printed, to Tourist for FREE ①by using it, the person who got the Uchiwa will get to know about Xaoban ②by using it on the street everywhere, it will increase the recognition of Xaoban of others too
  • 61. Copyright © 2014 very50 All Rights Reserved. B 3. Target Customer Tourist – Promotion – Idea 1: Uchiwa Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image 8Steps Action Recognition Know Xaoban by getting Uchiwa on which Xaoban’s advertisement is designed. Interest Get interested in seeing the picture and copy, and feel that they want to try. Action Feel like going to the café and check where they can eat on the map on the back of Uchiwa. Compare In the café, there’s a same Logo designed on POP as the one printed on Uchiwa, so that they feel more familiar to Xaoban’s Yogurt than other food. Purchase Buy Use Eat Attachment Like the taste and check about Xaoban’s company information by searching on the internet, which is linked with QR Code Spread Like Xaoban’s facebook page, and tell others.
  • 62. Copyright © 2014 very50 All Rights Reserved. B 3. Target Customer Tourist – Promotion – Idea 1: Uchiwa Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image Impact: Why Uchiwa? • Customer surely use it because it is hot. • Customer will use it for long time. (It won’t be thrown away easily.) →The effect of advertisement lasts long. • Size of the advertisement area is big. →Can put both sides and easy to catch eyes. • It can be used everywhere. →Advertisement will spread broadly.
  • 63. Copyright © 2014 very50 All Rights Reserved. B 3. Target Customer Tourist – Promotion – Idea 1: Uchiwa Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image • Merit for Cost-taker: – Can Put advertisement on Uchiwa
  • 64. Copyright © 2014 very50 All Rights Reserved. B 3. Target Customer Tourist – Promotion – Idea 1: Uchiwa Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image • Decide the design of Uchiwa • Make a sample • Show the sample and get advertising expenses from café where Xaoban’s Yogurt is sold. • Distribute Uchiwa at Tourist Information Center, hotels/guesthouses, sight-seeing points. • Put POP on which the same logo as the one on Uchiwa at the café.
  • 65. Copyright © 2014 very50 All Rights Reserved. B 3. Target Customer Tourist – Promotion – Idea 1: Uchiwa Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image Cost: • 30~60/one Uchiwa (=2340~4680LAK/one Uchiwa) • 7462 new tourists to Vientiane/day [fact] • 1 uchiwa can increase recognition of 10 people[assumption] → X*10=the number of tourists which can be advertised with Uchiwa If we aim 5% increase of recognition per day X*10=7,462*0.05 X=37.31 →Cost per day: 87305.4LAK~174610.8LAK
  • 66. Copyright © 2014 very50 All Rights Reserved. B 3. Target Customer Tourist – Promotion – Idea 1: Uchiwa Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image Human Resources: • (Person who can design the Uchiwa) • (Person who makes the Uchiwa) • Several People who distributes the Uchiwa to guest house and cafe
  • 67. Copyright © 2014 very50 All Rights Reserved. B 3. Target Customer Tourist – Promotion – Idea 1: Uchiwa Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image FRONT
  • 68. Copyright © 2014 very50 All Rights Reserved. B 3. Target Customer Tourist – Promotion – Idea 1: Uchiwa Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image Experience the Healthiest Day with the Natural Gift from Lao FRONT
  • 69. Copyright © 2014 very50 All Rights Reserved. B 3. Target Customer Tourist – Promotion – Idea 1: Uchiwa Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image Enjoy the Natural Gift from Lao FRONT
  • 70. Copyright © 2014 very50 All Rights Reserved. B 3. Target Customer Tourist – Promotion – Idea 1: Uchiwa Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image Are You ? Solve with FRONT
  • 71. Copyright © 2014 very50 All Rights Reserved. B 3. Target Customer Tourist – Promotion – Idea 1: Uchiwa Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image FRONT
  • 72. Copyright © 2014 very50 All Rights Reserved. 3. Target Customer Tourist – Promotion – Idea 1: UchiwaB Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image Enjoy the Natural Gift from Lao FRONT
  • 73. Copyright © 2014 very50 All Rights Reserved. B 3. Target Customer Tourist – Promotion – Idea 1: Uchiwa Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image Café Advertisement Mini mart Advertisement BACK
  • 74. Copyright © 2014 very50 All Rights Reserved. • Target: – Tourists who want imformation about the relaxation • Aim: – Increase the acknowledgement of Xaoban~ action to arrive café which deal with Xaoban product 3. Target Customer Tourist – Promotion – Idea 2: Map Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image B
  • 75. Copyright © 2014 very50 All Rights Reserved. • Choose relaxing spot around bientian(ex cafe、 restaurant , sightseeing spot, spa ,hotel) • Introduce café on the map which serve xaoban product • Put xaoban`s advertisement on the Map • Provide model route • Use unusual texture paper to make diefferent from the other maps 3. Target Customer Tourist – Promotion – Idea 2: Map Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image B
  • 76. Copyright © 2014 very50 All Rights Reserved. Recognition Tourist has high demand for nature and relax. They will take it Interest Because of Proper message for tourist.they will get interested in xaoban product Action They will reach café serve xaoban product because they will follow map`s information and all café in the map serve xaoban product Comparison ①tourist has already got familiar with xaoban because they saw on the map ②proper message and package will help xaoban product to be sold Buy Buy Use Eat Attachment Like the taste and check about Xaoban’s company information by searching on the internet, which is linked with QR Code Spread Like Xaoban’s facebook page, and tell others. 3. Target Customer Tourist – Promotion – Idea 2: Map Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image B
  • 77. Copyright © 2014 very50 All Rights Reserved. 3. Target Customer Tourist – Promotion – Idea 2: Map Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image B Benefit for stakeholder Café which deal with xaoban product Café which dosen`t deal with xaoban product Shop excepts cafe Help our idea because the number of their customer`s gonna increase Would like to deal with xaoban product put this Map on each shop because they`d like to put their imfo on the map Human resource ・publish maps ・communicate with stakeholder Stake holder result
  • 78. Copyright © 2014 very50 All Rights Reserved. 3. Target Customer Tourist – Promotion – Idea 2: Map Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image Decide and negotiate the shop which is put on the map put the map on each café which deal with xaoban product Review the map every year Publish the mapDesign the map Negotiate with other shop which is relaxable spot B
  • 79. Copyright © 2014 very50 All Rights Reserved.
  • 80. Copyright © 2014 very50 All Rights Reserved. Xaoban is Yogurt made in Laos, which is the Art made with Sincere Love and Care. We provide the unforgettable healthiest moment to modern customers who understand the difference because we believe that “Yogurt is Art”; depending on the climate and maker’s feeling, the taste of Yogurt is changed , so that it is important to talk with Yogurt. We can achieve the highest and the healthiest quality which mass production cannot achieve by: ・Using local and fruit to keep our Yogurt fresh ・Strong connection between the manager and the workers, which enables to keep the quality always high ・Hiring Disadvantaged people to let them bloom their potentials
  • 81. Copyright © 2014 very50 All Rights Reserved. • Target: – Tourists • Aim: – Make tourists look at the product by Creating attractive Point Of Purchase advertisement B 3. Target Customer Tourist – Promotion – Idea 3: POP Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image
  • 82. Copyright © 2014 very50 All Rights Reserved. B 3. Target Customer Tourist – Promotion – Idea 3: POP Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image • After Introducing tourist who have already acknowledged Xaoban and been interested in the product thorough medium to café, put attractive POP at café which catches customer’s eyes and make them purchase it.
  • 83. Copyright © 2014 very50 All Rights Reserved. B 3. Target Customer Tourist – Promotion – Idea 3: POP Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image 8Steps Action Acknowledgement Display the POP at the place tourists can recognize When they enter the shop. (POP①) Interest Use the picture of the yogurt which looks local taste and delicious. (POP①) Action Comparison Buy Use Attachment The feature of XaoBan and product is on the seat. 座る席に、 (POP② Spread QR code on the label in order to share FB(POP②
  • 84. Copyright © 2014 very50 All Rights Reserved. B 3. Target Customer Tourist – Promotion – Idea 3: POP Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image Impact: Why POP? Merit For Xaoban →XaoBan product can be caught attention more than other products in Menu. Merit For Customer →Easy to imagine the product because of the picture on POP, tourist would easily purchase the product.
  • 85. Copyright © 2014 very50 All Rights Reserved. B 3. Target Customer Tourist – Promotion – Idea 3: POP Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image • Merit For Café : – POP can promote customers to buy high priced product
  • 86. Copyright © 2014 very50 All Rights Reserved. B 3. Target Customer Tourist – Promotion – Idea 3: POP Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image • deciding selling message and brand atomosphere • Considering the idea of POP design • Proposing to expand channel (Xaoban→Café) • Practice the plan
  • 87. Copyright © 2014 very50 All Rights Reserved. B 3. Target Customer Tourist – Promotion – Idea 3: POP Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image ▼Cost: →1 POP about 5,000kip/1sheet: →1 clip about 10,000kip/1clip forCafe: POP&Clip:32 /1cafe(most café has 30 seats) POP①two "eye catch" pops at counter POP②thirty "emotional "pops at table ▼Human Resouce Xaoban have to do: ・Design POP design outsauce to printing shop ・add the pop add when you sell the cafe
  • 88. Copyright © 2014 very50 All Rights Reserved. B 3. Target Customer Tourist – Promotion – Idea 3: POP Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image Natural type Clearly type Eye catch POP
  • 89. Copyright © 2014 very50 All Rights Reserved. • Target: – Tourists who enters the cafe • Aim: – Increase the acknowledgement of Xaoban B 3. Target Customer Tourist – Promotion – Idea 4: Flower Vase Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image
  • 90. Copyright © 2014 very50 All Rights Reserved. B 3. Target Customer Tourist – Promotion – Idea 4: Flower Vase Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image • By providing the image flower ‘Champa’ and flower vases on which Xaoban’s logo is designed – Xaoban can advertise and increase the acknowledgement – Café can improve the atmosphere by putting flower as an interior
  • 91. Copyright © 2014 very50 All Rights Reserved. B 3. Target Customer Tourist – Promotion – Idea 4: Flower Vase Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image 8Steps Action Acknowledgement Know Xaoban by seeing the flower vase which is placed where the vase can get attention easily. Interest Get interested in seeing the flower and the logo Action - Comparison By using such an unusual media, it can get much more attention compared with the usual advertisement. Buy Buy Use Eat Attachment By reading the story of Xaoban written on the leafret, know more about the social side of Xaoban, which leads to the attachment Spread By knowing the social message, customer spreads it through words of mouth or social media.
  • 92. Copyright © 2014 very50 All Rights Reserved. B 3. Target Customer Tourist – Promotion – Idea 4: Flower Vase Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image • Since Champa is the national flower of Lao,it must be atractive for touristes. Impact→one flower vase can advertise to a lot of customers because many people can sit on one table with flower vase.
  • 93. Copyright © 2014 very50 All Rights Reserved. B 3. Target Customer Tourist – Promotion – Idea 4: Flower Vase Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image • Merit for Cost-taker: – Café can improve the atmosphere by putting the flower vase
  • 94. Copyright © 2014 very50 All Rights Reserved. B 3. Target Customer Tourist – Promotion – Idea 4: Flower Vase Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image • Decide the design of logo • Put the flower vase at the café where Xaoban’s Yogurt is sold. • Distribute Uchiwa at Tourist Information Center, hotels/guesthouses, sight-seeing points. • Put POP on which the same logo as the one on Uchiwa at the café.
  • 95. Copyright © 2014 very50 All Rights Reserved. B 3. Target Customer Tourist – Promotion – Idea 4: Flower Vase Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image • Person who buy the flower and deliver. • ・Create logo or POP and put on the vase • Through the communication at the café, increase the café where Xaoban’s Yogurt is sold.
  • 96. Copyright © 2014 very50 All Rights Reserved. B 3. Target Customer Tourist – Promotion – Idea 4: Flower Vase Aim Contents 8Steps Impact/ Feasibility How To Cost Visual Image
  • 97. Copyright © 2014 very50 All Rights Reserved. 97 3. Target Customer Customer Summary at cafe Customer Summary at cafe Prospective of sales Tourist Number of the shop Days in a year 229,950,000(kip) →10% of sale of XaoBan in 2013 Seat Open Hours(h) Operation Rate Ratio of Tourist Prospective Rate Customer 30 15 70%× × = 12.6 person (1day) 40%× 10% 12.6person/1d 5shops 365d× × = × ※5shops : “Joma”,”True coffee”,”Syri2”,”Sinouk café”,”Le Banneton”
  • 98. Copyright © 2014 very50 All Rights Reserved. 98 Outline 1. Current Status 2. Vision 3. Target Customer A) Modern Customer B) Tourists C) Emerging Customer 4. Strategy
  • 99. Copyright © 2014 very50 All Rights Reserved. 99 3. Target Customer Emerging Customer – Portrait Emerging Customer Portrait C Customer Pic Yogurt Consumption 2.5 times/week(ave.) Residence Vientiane Occupation Students, Worker Family Hobby Sports(Jogging etc…, Sauna Shopping Market, Mini-Mart, SuperMarket Market Size 135,200 million kip Xao Ban Purchase xxx Population 126,750 Income 200USD(ave.) Other Almost all of them eat Yogurt as desserts for their healthy and Beauty. 7~10members/family
  • 100. Copyright © 2014 very50 All Rights Reserved. 100 3. Target Customer Emerging Customer – Purchase Behavior on Yogurt Emerging Customer Purchase Behavior on Yogurt Recognition Interest Action Compare Purchase Use Attachment Spread Price Package Healthy xxx xxx xxx xxx xxx C ✓Media・・・TVCM, Magazine ✓Shops・・・・Minimart, Supermarket ✓Internet・・・SNS, HP ✓others・・・off line communication ✓Price・・・4,000~7,000Kip ✓Package・・・More colorful ✓Volume・・・100~150g ✓Competitor・・・Dutch, Vina milk, Danon ✓Taste・・・More Sweet ✓Price・・・Affordable one to buy average 2.5times per weeks ✓Message・・・Made in Laos, Healthy, Beauty
  • 101. Copyright © 2014 very50 All Rights Reserved. 101 3. Target Customer Emerging Customer – Xao Ban Purchase – 8 steps 28% 28% 28% 17% 17% 5% 5% 0% 20% 40% 60% 80% 100% Recognition Interest Action Compare Purchase Affection Spread Xao Ban Purchase – 8 Steps (n=109) Comment •aaa •aaa •aaa <Competitor> • Sweety Lao favorite taste <Customer> • No capability to pay much due to often eating yogurt. • High mind for healthy and beauty. <Company> • messaging Xaoban high quality C <Competitor> Competitor’s promotion influence customer <Customer> ・Customers often go Mini-mart and some supermarket <Company>. ・No recognition if there no products in shop . <Competitor> • Main is Dutch and Vinamillk • Price superior because of the size of company and materials. <Customer>. •Like bright design and cheap products from Thailand. <Company> • Higher price and Simple design
  • 102. Copyright © 2014 very50 All Rights Reserved. 102 3. Target Customer Emerging Customer – Xao Ban Purchase – Issues Emerging Customers – 8 Steps Issues (n=55) 8 steps Issues Identified and bottleneck Recognition 28% 1st Small numbers of Channel ※ But it is no able to change because of the limited production and the capability of the shop. 2nd Simple looks ※ little awareness in shop (3rd promotion using some media ) Interest Action Compare 17% 1st High price 2nd Simple looks 3rd No messaging Xaoban features and good quality Purchase Use Attachment 5% 1st Sour taste 2nd No messaging Xaoban features and good quality: 3rd Small numbers of ChannelSpread C
  • 103. Copyright © 2014 very50 All Rights Reserved. 3. Target Customer Emerging Customer – brand strategy 103 Dream Real ①taste ②price ③looks New brand strategy ①Made in laos ②High quality ③No preservatives added But we think this is Xaoban’s strong points at the same time C
  • 104. Copyright © 2014 very50 All Rights Reserved. 3. Target Customer Emerging Customer – brand strategy 104 C xaoban Dutchmil vinamilk New brand ① xaoban junior size Deep Needs Wide Needs ②
  • 105. Copyright © 2014 very50 All Rights Reserved. 3. Target Customer Emerging Customer – brand strategy ① 105 C Current analysis Customer needs • Unique product • sweet yogurt • colorful package design • Low price 5000kip~6000kip yogurt Xaoban ・Sour yogurt ・simple package 8000kip yogurt ①New Brand Strategy
  • 106. Copyright © 2014 very50 All Rights Reserved. 3. Target Customer Emerging Customer – survey on looks ① with fruit sauce ②with cereal 33%(18people) 67%(37people) ○ ◎ 106 ○△ × ①twice amount of fruit sauce type ②normal type ③separate type 25%(14people) 16%(9 people) 58%(32people) ○ △ ◎ Twice (30%) Place: university Target: female students (N=55 ) Q1 Q2 C ①New Brand Strategy
  • 107. Copyright © 2014 very50 All Rights Reserved. 107 3. Target Customer Emerging Customer – Research Result – Package Design Emerging customers prefer colorful and stand-out packages PIC Modern Customer (n=32) Tourists (n=16) Emerging Customer (n=43) 1 Xaoban 69% 35% 2 A. Bulla 16% 13% 3 B. Dutch 16% 19% ✔✔ 4 C. Foremost 0% 36% 5 D. Meiji 0% 0% 6 E. Lao Yogurt 0% 0% ✔ A B C Research Result – Package Design ①New Brand Strategy C
  • 108. Copyright © 2014 very50 All Rights Reserved. 3. Target Customer Emerging Customer – survey on the packages① 108 no1 no2 no3 no4 30%(14people) 60%(28people) 10%(5people) 0%(0people) ○ ◎ △ No.1 No.2 No.4No.3 C Place: university Target: female students (N=47 ) ①New Brand Strategy
  • 109. Copyright © 2014 very50 All Rights Reserved. 3. Target Customer Emerging Customer – survey on the packages② 109 No.1 No.2 32.5%(13people) 67.5%(27people) No.1 No.2 C Place: university Target: female students (N=40 ) Female Students ①New Brand Strategy
  • 110. Copyright © 2014 very50 All Rights Reserved. 3. Target Customer Emerging Customer – survey on packages① No.1 No.2 26.3%(5people) 73.7% (14people) 110Place: office area subject: women in 20~30 old (N=19) No.1 No.2 C Working Women ①New Brand Strategy
  • 111. Copyright © 2014 very50 All Rights Reserved. 111 3. Target Customer Emerging Customer – Research Result – Message Message Modern Customer (n=28) Tourists (n=30) Emerging Customer (n=20) 1 Laos top 10 woman manager 26% 4% 1% 2 High quality thailand milk 4% 5% 4% 3 Made in laos 12% 22% 60% 4 Using starter from Denmark 7% 7% 1% 5 Employ disadvantage 25% 11% 4% 6 Traceability 17% 16% 10% 7 Handmade 0% 16% 15% 8 Limited production 5% 3% 1% 9 Tasty yogurts admired by the worlds 5% 12% 4% A B C Research Result – 9 Messages ①New Brand Strategy C
  • 112. Copyright © 2014 very50 All Rights Reserved. 3. Target Customer Emerging Customer – survey on packages⑤ 112 Made in Laos39 Healthy Beauty 39%(9people) 52%(12people) 13%(3people) ○ ◎ △ Place: university Subject: female students (N=24 ) C Female Students ①New Brand Strategy
  • 113. Copyright © 2014 very50 All Rights Reserved. 3. Target Customer Emerging Customer – survey on packages④ 113 【message】 Made in Laos Healthy Beauty 53%(10 people) 26%(5people) 21%(4people) ◎ ○ △ C Place: office area subject: women in 20~30 old (N=19) Working Women ①New Brand Strategy
  • 114. Copyright © 2014 very50 All Rights Reserved. 114 3. Target Customer Emerging Customer – Research Result – Product Volume Modern Customer Tourists (n=16) Emerging Customer (n=54) 1 100g 7% 38% 2 150g ✔ 93% 62% 3 300g 4 600g ✔ A B C Research Result – Product Volume C
  • 115. Copyright © 2014 very50 All Rights Reserved. 3. Target Customer Emerging Customer – the best example 115 C Taste Package Volume Price • Double amount of fruits source • Cereal • Powder milk 150g Colorful and Fresh 6,000 kip (Slight expensive than competitors) 7,000 kip (cereal) ①New Brand Strategy
  • 116. Copyright © 2014 very50 All Rights Reserved. 3. Target Customer Emerging Customer – the best example 116 ・getting new customers ⇒laotian ・to avoid breaking the original philosophies of Xao Ban ・preparing for changing taste. ・It may have to introduce new facility ※when productive capacity is exceeded New productive line ※when productive capacity is exceeded Merit Demerit What is neededTo consider Twice amount of fruit sauce than now With cereal which makes differentiation and offer an customer new food texture C ①New Brand Strategy
  • 117. Copyright © 2014 very50 All Rights Reserved. 3. Target Customer Emerging Customer – Junior Size StrategyC Taste Package Volume Price • Sweetened • Regular • Fresh milk • fruits source 100g Unchange (Xao ban Style) 6,000 kip (Slight expensive than competitors) ②Junior Size Strategy Purpose • Give customers chance to try Xao Ban quality
  • 118. Copyright © 2014 very50 All Rights Reserved. 118 Do you go to m-point mart? 3. Target Customer Emerging Customer – make popC Do you know Xaoban? n = 109 Problem ①there are no Xaoban product in m-point mart near their office ②they don’t notice Xaoban product in m-point mart 14% 64% 7% 14% 7days 2-3days 1days more less → a lot of people go to m-point mart → lower recognition n = 20 28% 28% 28% 17% 17% 5% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% ②Junior Size Strategy
  • 119. Copyright © 2014 very50 All Rights Reserved. 119 3. Target Customer Emerging Customer – make popC xaoban’s product should catch more customer’s eyes ①there are no Xaoban product in m-point mart near their office Xaoban should delivery more product to m-point mart ②they don’t notice Xaoban product in m-point mart →minimart or m-pointmart is important place for making them know Xaoban 90% 10% m-point other N=20 How do you know Xaoban? ②Junior Size Strategy
  • 120. Copyright © 2014 very50 All Rights Reserved. 3. Target Customer Emerging Customer – strategy to catch more eye’s 120 C Nut face Made in laos Xaoban make product for your beauty and healthy life No additive added Point of purchase advertisement ①Emphasis message “made in Laos” ②Your face ③Colorful ④No additive added ②Junior Size Strategy
  • 121. Copyright © 2014 very50 All Rights Reserved. 121 ①emphasis message “made in laos” Many lao people want to cheer up Lao product 3. Target Customer Emerging CustomerC 53%26% 21% made in laos healthy beauty ②Your face xaoban should prove their quality by sowing producer’s face N=54 ②Junior Size Strategy
  • 122. Copyright © 2014 very50 All Rights Reserved. 3. Target Customer Emerging Customer – strategy to catch more eye’s 122 C ③ colorful many lao people like design used many color ④No additive added This message is important because this point is different from competitor’s product 30% 70% simple colorful Which image do you like? N=43 ②Junior Size Strategy
  • 123. Copyright © 2014 very50 All Rights Reserved. 123 Estimate; How much profit Xaoban would get by making pop ( part of purchase ) ⑴the number of our target :126,750 ⑵Go to minimart: 90% ⑶miss chance of noticing : 70% ⑷ notice : 20% Get volume of number: 126,750×0.9×0.7×0.2 =15,970(number) Profit: 2(times/w)×52w ×5000(kip/pers) ×15,970(person) =8,304,400,000kip/y (=4,000,000kip/w) 3. Target Customer Emerging CustomerC Merit : affinity Demerit : limited (20%)
  • 124. Copyright © 2014 very50 All Rights Reserved. 124 Outline 1. Current Status 2. Vision 3. Target Customer A) Modern Customer B) Tourists C) Emerging Customer 4. Strategy
  • 125. Copyright © 2014 very50 All Rights Reserved. 125 4. Strategy Short-Mid-long term Strategy Modern Customer Modern Customer Tourist Modern Customer Tourist Emerging Current Short-term (2-3 years) Mid-term (4-5 years) Non-yogurt / shop improvement Champa yogurt launch Xao Ban Junior launch Local Dairy Farm Start Actions Sales New brand Launch
  • 126. Copyright © 2014 very50 All Rights Reserved. 126 4. Strategy Channel Strategy Brand and product will be chosen depending on channels Cafe Restaurant Mini mart Tourist Area Office Area Other Area junior
  • 127. Copyright © 2014 very50 All Rights Reserved. 127 Thank you!

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