International Marketing Project, Harvard University
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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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International Marketing Project, Harvard University
- 3. Italian Food Culture: “Al momento, al dente” High Quality Pasta Vending Machine in Italy = Success Export: no quotas to Japan
- 4. ECONOMIC • Population: 126,475,000 • GDP $4.31 Trillion • GDP per Capita: $34,000 • Average household expenditure in food $3,303 POLITICAL ENVIRONMENT • Joint Venture
- 5. 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
- 6. 63 Million people employed
- 7. BENTO • The most consumed lunch • “Nobody likes bento-pasta because it’s over-boiled” VENDING MACHINE FOOD • Rarely available • Linked with low quality HEALTH CONCERN • Diabetes: 10 million people • Stomach cancer - 280,000 men and 200,000 women annually
- 8. VENDING MACHINE POPULARITY • 5.5 million units – 1 for every 23 people • 35% Japanese use Vending Machines more than once/day • $ 56 Billion Sales ENVIRONMENT-FRIENDLY • Decreasing number of units due to environmental reasons • Vending Machines are equipped with solar batteries • 80% have containers for plastic TREND IN TECHNOLOGY • Interactive – touch screen panel • Mobile Payment/E-Money/PASMO Train Card • Facial Recognition
- 9. Customization Facial Recognition Innovative Interactive Screen Features Mobile Payment Brand • Italian Made Pasta: High-quality • Fast Food with Healthy Ingredients Quality • Appealing Packaging Design
- 10. TOKYO CENTER OF DISTRIBUTION • Major location for office buildings • Highly populated with Target Market • Salaryman • > 20 years old
- 11. Tokyo = Expensive City High- Italian Brand ¥700 Quality & Healthy Food High- Tech Machine
- 12. 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
- 13. CULTURE Positive to Western Brand Automated System Healthy Diet HIGH-TECH TECHNOLOGY Interactive Eco-Friendly Features PRODUCT Packaging Pricing Future Plans Recommendation
- 15. • Italy: Analysis JAPAN MARKETING MIX • Legal Analysis • Product • Culture & Society Analysis • Distribution • Diet Analysis • Price • Vending Machine Industry • Promotion • Conclusion APPENDICES • Japan's 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
- 16. 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
- 17. 1,537,830 of total people classified as “professional and technical workers”in 2005. This number would then be our potential consumer group
- 18. This map suggests that Tokyo is in fact a hub for “professional and technical workers” and therefore a smart choice in location of the vending machines
- 20. Food Vending Machine Units: 75,500 = 1.4% out of the total units
- 21. 842 Japanese outlets – 470 in Tokyo Metropolitan Area Affordable Pricing • Bacon Risotto - $5.98 • Spaghetti - $5.98 Net Income SAIZERIYA • $ 92.739M
- 22. • ¥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
- 24. Biometric System • the machine will provide food that will improve your health Healthy ingredients
- 25. The only Pasta Vending Machine that cooks pasta ‘al momento’ and ‘al dente’
Editor's Notes
- - 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