Project includes: - Situation Analysis - Consumer Insight - Shopper Behavior - Brand Health Check - Brand Relationship - Brand Association - Opportunity Mapping - Re-positioning - Marketing Mix

1. Mongkut Talay

2. Increase sales growth by 10%
in this year
Objective

3. Situation Analysis

4. Market Overview
Mongkut Talay
1%
Three Lady Cooks
28%
Roza
12%
Pumpui
4%
Hi-q
4%
Sealect
3%
Super C Chef
7%
Other
36%
?
4,265,602
4,399,627
4,100,000.00
4,200,000.00
4,300,000.00
4,400,000.00
4,500,000.00
2013 2014
Overall canned fish in tomato sauce
Total sales value (Thailand)
Market Share of
canned fish in tomato sauce
(Year)
(Thousand Baht)

5. Segmentation
Source: Qualitative & Quantitative Research
1) Brand Loyalty 2) Famous Brand 3) Economy 4) Trialism
กลุ่มคนที่ซื้อและ
รับประทานเพียงยี่ห้อนั้น
เพียงยี่ห้อเดียว จะมี
พฤติกรรมที่ตัดสินใจทันที
โดยไม่เลือกดูยี่ห้ออื่น
กลุ่มคนที่เลือกเฉพาะยี่ห้อที่มี
ชื่อเสียงเท่านั้น เพราะคิดว่า
ความมีชื่อเสียงบ่งบอก
คุณภาพ โดยจะไม่เลือกซื้อ
ยี่ห้อที่ไม่มีชื่อเสียงเลย
กลุ่มคนที่เลือกซื้อยี่ห้อที่มี
ราคาที่ถูก โดยมักจะสนใจ
ยี่ห้อที่กาลังมีการจัดทา
โปรโมชั่นอยู่ในขณะนั้น
กลุ่มคนที่ชอบลองยี่ห้อ
ใหม่ไปเรื่อยๆ โดยไม่ได้ยึด
ติดกับยี่ห้อใด ส่วนใหญ่
เมื่อเห็นสินค้าออกใหม่ก็จะ
ลองซื้อไปรับประทาน
Using info. from Online Survey
(Size = 3,600+ people) 70% = First jobber and College Student
We can separate people into 4 groups…..
28.47% 59.21% 8.16%4.16%

6. Consumer Analysis

7. Consumer Behavior
How they know their favorite
brand at first?
Communication channels
Other’s
recommendation
5%
Family's
recommendation
30%
Know by
themselves
65%
TVC
54%Promotion
Booth
27%
Brochure
12%
Other
7%
Source: Quantitative Research

8. Consumer Behavior
Source: Quantitative Research
How they eat Mackerel in
tomato sauce?
Cooking
66%
Instant
Eating
34%
Why?
- Customization
- No fishy smell

9. Consumer Behavior
How they eat Mackerel in
tomato sauce with other menu?
Cooking by
themselves
82%
Dining out
18% ยำปลำ
กระป๋ อง
41%
ยามาม่าปลากระป๋ อง
19%
แกงส้มปลากระป๋ อง
4%
ต้มยาปลากระป๋ อง
17%
คะน้าปลากระป๋ อง
12%ข้าวผัดปลากระป๋ อง
7%
The most favorite menu
Source: Quantitative Research

10. Consumer Behavior
Consumer perceive that “Famous Brand” = Delicious & High Quality
Source: Qualitative & Quantitative Research
Variation in Price and
Promotion Sensitivities
63%
37%
Are famous brands more
delicious than others?
Yes No
88%
12%
Do famous brands have
high quality than others?
Yes No

11. Shopper Analysis

12. Shopper Behavior: Hypermarket
;l
Target: Housewife, White Collar
Insight:
 All ages and genders, Family and couple
 Housewife is the decision maker
 Using big cart
 Have their own lists (canned fish = 42%)
 High Volume (more than 2 canned fish)
 Purchase and stock in kitchen
 Attracted to promotion
Big C Jumbo Navanakorn
Time : Sun 11:00 – 15:00
Most shoppers go through
instant noodles aisle and buy
at least 1 pack.
Suggestion
“Co-Promotion with instant
noodles”

13. Shopper Behavior: Supermarket
Lotus Talad Chonburi
Target: Housewife, Blue Collar
Time : Fri 16:00 – 18:00
Insight:
 Working class and housewife
 Using basket or small cart
 Low volume (1-2 canned fish)
 Attracted to promotion
 Buying ready-to-cook food
 Buying only important things they need
Mongkut Talay has
sales promotion
during our observation.

14. Shopper Behavior: CVS
Time : Mon 17:00 – 19:00
7-11 Songpichet Dormitory
Target: College Student, White Collar
Insight:
 College Student and Working Class
 Low Volume (1-2 canned fish)
 Quick decision making
 Find only what they want
Mongkut Talay is
TOP 3 product on Shelf

15. Shopper Behavior: CVS
= Shopping Decision Journey
Most shoppers go to Frozen Food shelf first and spend long time.
1
First stop

16. Brand Health Check

17. Brand Relationship
Attraction Ratio = 0%
Conversion Ratio = 0 %
Retention Ratio = 0 %
Recruit new customer
Source: 200 people from our research
Yes = Sampling (Flooding)
No = The brand isn’t famous and reliable.

18. Brand Association
Gaining these attributes from Qualitative Research.
Finding the importance of them and brands’ performance from Quantitative Research.

19. Brand Association
There are two main groups of factor we need to improve:
“Product’s Quality and Promotion”

20. Key Success Factor
BrandAwareness

21. Recommendation

22. Key Issue
• Opportunity Mapping
• Positioning Mapping
• Repositioning
• Brand building
• New Product Development
• Adjust Marketing Mix
Unclear Positioning
Low Brand Awareness

23. Opportunity Map

24. Positioning Map
High Variety ProductLow Variety Product
High Price
Low Price
Positioning map for canned fish in tomato sauce

25. Repositioning
Mongkut Talay is the leader of value added product
for canned fish in tomato sauce in the reasonable price.
People between 18-49 years old who are…
• Choosing the worth product with reasonable price
• In-trend, Modern
Positioning
Targeting

26. Insight
• Consumers initially know their favorite brand by TVC (54%)
• Any products advertised on TV can recall the whole brand.
• Consumers eat canned fish by Cooking (66%)
• The favorite menu is Canned Fish in Spicy Dressing Sauce (45%)
• There are some problems if they cook by themselves:
- inconvenience to prepare the ingredients
- cannot stock the ingredients for long time

27. New Product Development
Product: ปลำแมกเคอเรล ยำในซอสมะเขือเทศ
Mackerel in Spicy Dressing Sauce
Price: 17 Baht
Available at:

28. Concept Board Testing
Kimberly Noey Kwan Min
34.7% 32.7%
10.2%
22.4%
Kimberly Ann Voltemas is the number one ranking from the survey.

29. Concept Board Testing
23%
19%
27% 28%
9%
22%
13%
4%
15%
Concept Board #1 Concept Board #2 Concept Board #3

31. IMC
TVC Ads
Name: อร่อยจัดจ้านถึงใจ ไม่ต้องรอ
Channel: CH3 (08:00PM Drama & ศึก12ราศี)
Duration: 1 month

32. IMC
Bus Transit
Detail: Half-Wrap & Seat
Number of bus : 30 buses
Route: urban area in BKK
Duration: 6 months

33. IMC
Booth
Detail: Product Sampling Booth
Number of booth: 20 booths
Place: Supermarket & Hypermarket GBKK
Duration: 1 month

34. IMC
Facebook Fanpage: Campaign
#MongkutTalay #MongkutTalaySpicy อร่อยจัดจ้านถึงใจ ไม่ต้องรอ

35. Further
Recommendation

36. Insight
• 7-11 is the highest growth in CVS over Thailand (36%)
• People usually stop and spend long time at Frozen Food Shelf.
• There is no canned fish menu in frozen food shelf.
• The credible menu is Canned Fish with Chinese Broccoli (12%)

37. New Product Development
Product: ข้ำวคะน้ำปลำกระป๋ อง
Fried Rice with Broccoli and Canned Fish
Price: 37 Baht
Available at:

38. Concept Board Testing
11%
24%24%
26% 26%
15%14%14%
6%
Concept Board #1 Concept Board #2 Concept Board #3

40. IMC
Print Ads at 7-11

41. Action Plan