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Tkn final ppt for eos
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- 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)
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- 5. • Average consumptionperson/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
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- 17. Competitive Rivalry • Intensecompetition 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
- 18. Supplier Power • Freshseaweed 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
- 19. Threat of SubstituteProducts •Seaweed snacks are easily substituted •Low-involvement products that only required nominal decision making Threat of substitute product is high
- 20. Threat of NewEntrant • Market has low entry and exit barrier High threat of new entrant
- 21. Buyer Power •Difficult todifferentiate between seaweed brands •Low price low switching cost High bargaining power for consumers
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- 23. • Mr. ItthipunKulpongwanit • online-game addict • Selling chestnut. • Established in • Distribute to 7/11 • Main industry in Bangbuathong
- 24. • 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
- 25. • 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
- 27. • Have theirown 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.
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- 29. 1. Competitive frameof reference – target consumer Teenagers Employees Age: 4 – 35 years old Price: 5 – 40 baht
- 30. 1. Competitive frameof reference – main competitors
- 31. 2.1 Points -of – parity
- 32. 2.2 Points -of – difference
- 33. 1. Fried Seaweeds– Crispy Seaweed • 85 g., 40 g., 20 g. • Original, Hot & Spicy, Tom Yum Goong, Tomato Sauce, Wasabi, Seafood, and Pizza
- 34. 1. Fried Seaweeds– Big Sheet • 4 g. • Classic, Spicy, Japanese Sauce, Pizza, Seafood
- 35. 1. Fried Seaweeds– Big Sheet Pocket • 40 g. • Classic, Spicy
- 36. 4. Grilled Seaweeds– Super Crisp • 12 g., 24 g. • Hot Chili Squid, Kimchi, Classic
- 37. 4. Grilled Seaweeds– Big Bang • 6 g., 30.6 g., 60 g. • Classic, Spicy Grilled Squid, Hot & Spicy
- 38. 4. Grilled Seaweeds– With Rice Crisp • 24 g., 30.6 g. 51 g. • Original Flavor
- 39. 3. Roasted Seaweeds– Extra Sheet • 16 g. • Original Japanese Sauce, Garlic
- 40. 3. Roasted Seaweeds– Korean Style • 4 g. • Classic
- 41. 2. Tempura Seaweeds •25 g., 36 g., 40 g. • Original Style, Spicy, Tempura Shrimp
- 42. 5.Other products - Norimaki -Fish Snack - Paul Squid Cracker
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- 47. New Perspective Marketing •Experiential Marketing – Interview of Tao-Kae-Noi’s owner
- 48. New Perspective Marketing •Permission Marketing – Think of Seaweed, Think of Tao Kae Noi advertising – Free sample
- 49. Product Strategy • Perceivedquality and value – Functional product performance • Features, Reliability, Durability • Performance > Perceived Value – Brand intangible • Brand reputation, brand personality • Owner’s Reputation
- 50. Price Strategy • Differentsizes = different prices > capture different target market • 5-60 Thai baht
- 51. Place or ChannelStrategy • Indirect Channel – Convenient store ex. 7-11 – Aboard • Direct Channel – Tao-Kae-Noi Land
- 52. Promotion Strategy • Advertising –Print advertising – Interactive – Place advertising • Publicity
- 53. Promotion Strategy • Promotion –Customer franchise building program • Flip the Cards game
- 54. Promotion Strategy • Promotion –Non Customer franchise building program • Price Promotion
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- 56. • Strong associationbetween “seaweed” and Tao-Kae-Noi – The association is too strong – For products that are not related, Tao-Kae-Noi should introduce different brand name
- 57. • Maintain andimprove 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.
- 58. • Aim atnew 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
- 59. • Be awareof 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
- 60. • Be awareof the social networks
- 61. • Maintain andstrengthen the position of Fried seaweed • Invest in different areas • Marketing communications • Logistic • Research and development
- 62. • There aretwo 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
- 63. • Harvest moneyfrom 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
- 64. • Slowly divestthe Tempura seaweed • Harvest whatever revenue it generates • Stop investing money • Slowly fade out to minimize impacts