Post on 17-Jan-2015
description
Berli Jucker Public Company Limited
Progressive Report 1
PromotionDistributionProductMarketCompany
Background
Company BackgroundFounders: Mr. Albert Jucker and Mr. Henry Sigg under the name “Jucker, Sigg & Co.”
Established in: 1882
Operating Industries: Distribution, Import & Export, Shipping, Manufacture, Packaging, Steel, and Book Retail
Key Historic Events:
1924: The company’s name was changed later, to “Berli, Jucker & Co.”
1965: BJC became a thai-majority owned company
1967: The company was awarded a consent to use the Royal Garuda Emblem from King Bhumibhol,
1975: Became one of the first seven companies that were listed on Stock Exchange of Thailand (SET)
1993: Became a public company “Berli Jucker Public Company Limited”
2001: Thai Charoen Corporation Group owned by My. Charoen Sirivadhanabhakdi became a major stockholder
PromotionDistributionProductCompany Background Market
Market Size And Growth
• 2004 = 8,000 Million Baht
2012 = 10,000 Million Baht ( Estimated)
• One of the largest and most diverse in Asia-Pacific
• Thailand’s market for sweet and savory snacks is expected to grow 7% per year to reach 30,000 Million in 2015
• Huge opportunity to expand because Thailand’s consumption per capita rate is still low (500 gram) relatively to other countries.
PromotionDistributionProductCompany Background Market
Market Size And Growth
• Five main segments
PromotionDistributionProductCompany Background Market
Pepsico BJC (food) European-food
Taokaenoi
Products
Pepsi, Lays, Tropicana, Gatorade
Tasto, Doso, Party,
Campus
Euro Custard Cake,
Gussen, Pipo, Hitto
Crispy/ Tempura/ Roasted/ Grilled
Seaweed
Type of Compa
ny
Public Public Public Limited
Key Players
PromotionDistributionProductCompany Background Market
Potato Chips
• Fastest growing segment2004 – 2009 Annual Growth Rate is 10%2010 Annual Growth Rate is 15%
• Due to aggressive advertising and marketing activities among key players
• Total market is worth 4000 Million Baht
PromotionDistributionProductCompany Background Market
Potato Chips
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Extruded Snacks
• The largest segment • Total market is worth more than 4600 Million Baht • Difficult to gauge the sales volume of home-based producers,
particularly those who sell their products in rural areas of Thailand
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Extruded Snacks
Extruded Snacks Market Share
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Rice Crackers
• Dozo is the No.1 in the Rice Crackers market
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Seaweed
• Total market is worth more than 1000 Million Baht • Taokaenoi is No.1
PromotionDistributionProductCompany Background Market
Market Trends
• Taste, Flavor, Price, and Healthier snacks
1) Consumer tastes and preferences are changing very quickly - Thai snack market is highly fragmented, companies must regularly monitor change in consumer preferences.
PromotionDistributionProductCompany Background Market
Market Trends
2) Health consciousness
3) Price sensitive
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BJC Target Market
• Tasto
• Teenagers 15-19 Male and Female
• Dozo
• Expanding to teenage market
PromotionDistributionProductCompany Background Market
BJC Target Market
• Campus & Party
• Primary school students Age between 7 – 12
• Dozo Seaweed
• Teenagers to office workersAge between 15-25 Male and Female
PromotionDistributionMarketCompany Background Product
Product Line
• Potato Chips
• Rice Crackers
• Seaweed
• Extruded Snack
4 sizes About 12 flavors
2 sizes4 flavors
2 sizes 2 flavors
1 size1 flavor2 sizes 4 flavors
PromotionDistributionMarketCompany Background Product
Tasto
17g 29g 57g 80g
5B 9-
10B 20B 29-
30B
Direct Competitors
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Tasto- Competitors
27g 10B44g 18B57g 20B80g 29B115g 35B
55g 20B100g 49B
35g 10B68g 20B
70g 35B100g 49B110g 55B140g 60B
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Dozo Rice Crackers56g 74g
Direct Competitors
18B
22B
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Dozo Rice Crackers- Competitors
150g 44B
60g 18B
PromotionDistributionMarketCompany Background Product
Dozo Seaweed14g
36g
20B 39B
Direct Competitors
PromotionDistributionMarketCompany Background Product
Dozo Seaweed- Competitors
14g 20B36g 39B
12g 20B36g 39B
40g 35B
16g 20B40g 39B
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Extruded SnacksCampus
36g
10B
Party
17g
5B 10B
36g
Direct Competitors
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Extruded Snacks- Competitors
60g 15B
54g 14.50B
63g 18.50B
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Product Life Cycle
PromotionProductMarketCompany Background Distribution
Distribution Channels• Modern Trade • Traditional Trade
Convenient store
Supermarket
Hypermarket
Mom & Pop shop
DistributionProductMarketCompany Background Promotion
Distribution ChannelPromotion
Consumer Promotion
• Celebrity Endorsement (Presenter)
• Online Activity Campaign => www.tastoclub.com, www.facebook.com/tastopotatoclub– meet and greet with the presenter
• Events for launching new flavors
• Advertisements (TVC)
• Compete for the prize or reward– Mazda 2, iPhone, concert tickets, etc.
DistributionProductMarketCompany Background Promotion
DistributionProductMarketCompany Background Promotion
• TVC • “ Party the series” via Youtube• Compete for the prize or reward
– Mazda 2, iPhone
• Social Network – Facebook
DistributionProductMarketCompany Background Promotion
• Celebrity Endorsement (Presenter)• Advertisements• Join with One-2-Call
– Buy 2 Doso get 100 Baht air time • Discount• Compete for the prize or reward
– iPod, iPad, iPhone
DistributionProductMarketCompany Background Promotion
• Free toy inside the package• TVC
– Channel 9 cartoon
DistributionProductMarketCompany Background Promotion
• Conditional Rebate : 200,000 Baht• Shelf Talker Fee : 100,000 Baht• Stamp support : 60,000 Baht• Listing Fee : 550,000 Baht• New Store : 15,000 Baht
Promotion
Trade Promotion
Estimated Cost
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