1. The document discusses plans to expand the MOD pizza brand into Thailand by opening 3 locations in Bangkok. 2. It analyzes Thailand's market conditions including trends of health consciousness among millennials, growing middle class, and shift to western food. 3. The marketing plan aims to capture 2% market share, develop 50% brand recognition, and ensure 80% customer satisfaction through social media campaigns, surveys, and opening stores in high foot traffic areas.

1. Thailand
ประเทศไทย
Brianna | Jayna| Marc | Mekaila | Tiffanie | Petra

2. ABOUT MOD
“Custom Artisan Style Pizzas Superfast”
Fast-casual pizza joint
Est. 2008 in the Emerald City
330 Worldwide locations
Customization and affordability (30 toppings, 1 price)

3. CORE
ETHOS Customization &
affordability
(30 toppings, 1 price)
PEOPLE
FIRST

4. PRINCIPLE TENETS
1. Large urban city with over 7 million people
2. Country must have a Hofstede Indulgence Score of at least 30
3. Market must be a cosmopolitan city with diverse demographics
4. Market must already have fast casual restaurants
5. Market must have a trend pushing towards health-consciousness
6. Millennials must make up at least 15% of the total population

5. PESTLE ANALYSIS
P E
T L E
S

6. P
E
Young population - about 26%
of population is GEN Y
(millennials)
Shifting health trend, especially
among younger demographic
Clustering around major cities
S
Stable political climate = no
expected political issues to arise
Gov. putting effort to improve
country’s economy &
attractiveness for FDI
POLITICAL
2018 economic growth
forecasted at 4.2%
Already large middle class that’s
continuing to grow
GDP per capita = 5907 USD
ECONOMIC SOCIAL

7. L
T
ASEAN and WTO confirm
that Thailand is planning to
remove all trade barriers.
Americans are the only
foreigners who can fully own
a company in Thailand stated
by the U.S. Treaty of Amity.
E
STECHNOLOGICAL LEGAL ENVIRONMENT
ASEAN’s digital infrastructure
hub by 2020
47.5% are active internet users
Social media = big in major
cities
The government is
committed to sustainable
development and
environmental protection.

8. MARKET ANALYSIS
Quick Service Restaurants (QSR) in Thailand is a rapidly growing industry
8.5%
growth
QSR’s currently hold
10% market share
in the Thailand
restaurant industry
QSR industry
expected to
reach 4.6 Billion
USD by 2020
Western casual fast
food chains have
38% of market
share within QSR’s
Pizza CAGR:
6%

9. COMPETITIVE LANDSCAPE
Thailand’s
homegrown
pizza industry
leader.
One of the first
pizza chains in
Thailand. They
have strong brand
recognition.
Planning entry and
establishment of
200 stores in
Thailand over the
course of the next
few years.
Dominoes entered
Thailand a few
decades ago but
ended up having
to pull out. They
are planning a
reentrance.
A high-end pizza
chain company
that is branded
as more
authentic Italian
pizza.

10. COMPETITIVE LANDSCAPE
Thailand’s
homegrown
pizza industry
leader.
One of the first
pizza chains in
Thailand. They
have strong brand
recognition.
Planning entry and
establishment of
200 stores in
Thailand over the
course of the next
few years.
Dominoes entered
Thailand a few
decades ago but
ended up having
to pull out. They
are planning a
reentrance.
A high-end pizza
chain company
that is branded
as more
authentic Italian
pizza.
COMPETE AS A
MIDDLE-TIER
PIZZA CHAIN
LOWER TIER LOWER TIER HIGHER TIER
LOWER TIER LOWER TIER

11. TARGET MARKET ANALYSIS
54%
Thais in urban areas are
changing their eating
habits to accept more
western style foods
Middle-income households
in Thailand
74% 70%Thais
eat
out
at
least
once
a
week
TOP 3
PRODUCT
ATTRIBUTES
1.Taste
2.Trust
3.Safety
TAKEAWAYs
of millennials say that
social responsibility
aspects will immensely
increase their loyalty
towards these brands
56%
1. Rising
disposable
income among
Thai consumers
2. Millennials
especially like
novelty as they
are more
internationally
influenced
3. Millennials
support brands
that give back
to the
community

12. CONSUMER PROFILE: Kataleya
Grew up in
Bangkok; but
loves to travel
Uses Facebook,
Instagram, and follows a
couple different life logs
(4hrs/day)
Student at
Chulalongkorn
University
Taste preference:
anything novel +
seafood!
Favorite Hobby:
Shopping with her
friends at the mall

13. “For the MODern and urban millennial, our
artisanal pizza is handcrafted to your unique and
creative taste to deliver a communal experience
that is to be celebrated with those around you.”
VALUE PROPOSITION:

14. MARKETING OBJECTIVES
2.
3.
1. CAPTURE Market Share of 2% for MOD Thailand
DEVELOP at least 50% Brand Recognition
ENSURE 80% Customer satisfaction
To establish and obtain a market share in the QSR and pizza industry in Thailand, the
marketing objectives ensure that the MOD brand is recognized to boost store sales and
revenues while retaining customer loyalty by prioritizing customer satisfaction.

15. 1. CAPTURE Market Share of 2% for MOD Thailand
Strategy Tactic
Open 3 MOD locations
to penetrate market
Open in high foot traffic
areas to gain sales that
contribute to market
share of industry
Open MOD stores in
Bangkok
Lease restaurant
space in large retail
malls

16. 2. ENSURE 80% Customer satisfaction
Strategy Tactic
Provide surveys to get a
qualitative assessment of
consumer sentiment
towards MOD Thailand
Offer 10% discount
on bottom of receipts
for filling out an
online survey

17. 3. DEVELOP at least 50% Brand Recognition
Strategy Tactic
Increase Social Media
presence on FB and
Instagram
Aim for 3,000 followers on
both outlets
Assess target market
specifics
Use hashtag #myMOD to
engage consumers and track
performance on FB and
Instagram
Create contest each quarter
for best #myMOD post to
determine participants

18. PROPOSED
MENU’S

21. Brand the larger pizza size as “MOD’s family-style”
miniMOD MOD familyMOD

22. TIMELINE
Start market
research
Create
media
content
Grand
Opening of
MOD
Thailand
Start social
media
campaign
#myMOD
Open 2nd
MOD
Thailand
Open 3rd
MOD
Thailand
Start
offering
survey
discount
Assess survey’s
and customer
satisfaction
Discuss
plans for
expansion
Use data from survey
and social media to
tailor new marketing
strategy

23. KPI’S
Click through rate of 2% and following
count of 3,000+ on FB and Instagram
posts
Sales and revenue growth of 5.2%
50% survey opt-in’s
Positive customer feedback with scores
above 8/10

24. $1.2 M
FINANCIALS
Projected Store Revenue Growth
2019 Thailand Forecasted Revenue
% of Marketing Budget from Revenue
5.2% 12%
Total Marketing Budget/Costs
$141 K

25. Q&A

26. APPENDIX
26. SWOT ANALYSIS
27. COUNTRY PROFILE DATA
28. FINANCIAL DATA FY 2017
29. PROJECTED REVENUE
30. COST OF MARKETING REPORTS
31. MARKETING BUDGET
32. SOCIAL MEDIA PREFENCES
33. NOBLE CAUSES
34. PIZZA OUTLET STORE SALES
35. MARKET GROWTH FOR PIZZA
36. AVERAGE SALE PER TRANSACTION
37. MARKET SHARE OF COMPETITION
38. WHY MOD IN BANGKOK
39. EATING OUT BEHAVIOR
40. MARKET SHARE OF WESTERN QSR

27. SWOT ANALYSIS

28. COUNTRY PROFILE DATA

29. FINANCIAL DATA FY 2017

30. PROJECTED REVENUE

31. COST OF MARKETING REPORTS

32. MARKETING BUDGET

33. SOCIAL MEDIA PREFERENCES

34. NOBLE CAUSES
IPG MEDIABRANDS “Millennial” Study
84 per cent of millennials believe that brands should not stick to just selling their
products or services. Brands should be going beyond that if they want to attract
millennials.
53 per cent of millennials say that it will increase their loyalty towards the said
brands immensely.

35. PIZZA OUTLET STORE SALES

36. MARKET GROWTH FOR PIZZA

37. AVERAGE SALE PER TRANSACTION FOR PIZZA

38. MARKET SHARE OF COMPETITION

39. WHY MOD IN BANGKOK

40. EATING OUT BEHAVIOR

41. MARKET SHARE OF WESTERN QSR