140322 laos xaoban_upload

Copyright © 2014 very50 All Rights Reserved.

Xao Ban Marketing Strategy

1

MoG Team

March 22, 2014


2

IntroductionKeywords of NutThere is 4 keywords of Nut we feel

• Happiness

• Independent

• Share

• Responsibility

• Wants to do Xaoban without stress

• Nut’s mother work hard for 5

children

• Older brother as a role model let her

take strong appetite

• Studying in Europe let her know hard

work and punctuality

• Appreciate for the society

• Support handicapped

• Support women

• Spread knowledge to young people

• Don’t betray the customer

Nut’s Comments Keywords


3

IntroductionOur understanding about Xaoban model

Good process

Good product

Good Customer

Good Neighbor

1.Ingredients 2.Inbound logistics 3.Production

4.Outbound logistics 5.Selling

Modern Customer

High Quality Yogurt

Modern Customer’s Community

Xaoban is a platform for modern customer


4

Outline

1. Current Status

2. Vision

3. Target Customer

A) Modern Customer

B) Tourists

C) Emerging Customer

4. Strategy


1. Current StatusSales by Customer / by ChannelExpats is currently Xao Ban’s main customer and Minimart is a major channel

Expats45%

Lao30%

Tourist25%

Estimated Sales by Customer (2013) Sales by Channel (2013)

Mini Mart43%

Hotel34%

Restaurant13%

Xao Ban Shop10%


6

1. Current StatusSales by ProductYogurt has a big proportion in sales

Sales by Product (2013)

Yogurt35%

Juice20%

Jam15%

others30%


?7

1. Current StatusCustomer TrendThe importance of expats in the Lao market is decreasing in relation to tourists and Lao

Expats Tourist Lao

SizeThe number will decrease due to less NGO and foreign gov. workers

The number will grow The number will grow

ComponentKorean and Chinese will increase

More and more tourists from Asia-Pacific region

More rich and modern customers will emerge

PurchaseUnchange More cafe and hotels will

be open for touristsMore purchase at supermarket and convenience stores

Yogurt purchase

Unchange More people will purchase

Customer Trend


8

1. Current StatusStatusWe focused on identifying target customer for Xao Ban to diversify its customer base

Category Issues Direction Questions for Actions

Customer Around 70% are expats

Needs to diversify customer base by targeting tourists and Lao

• Which customers are our target?• How is the size of the target?• What kind of lifestyle?• How is their yogurt purchase behavior?• What are their barriers in buying Xao Ban

products?• What kind of yogurt should be sold to

target customers?• What promotion activities are required?

Product Yogurt sales consists 75% of total

Needs to increase sales of non-dairy products

• To which customer, we can sell non-dairy products?

Channel 80% is Mini mart

Needs to diversify channel by targeting cafe / restaurants

• What types of channel do we use to target customers?

Production COGS ratio in sales is high due to imported raw materials

• Cost reduction by starting a local dairy farm

• Increase productivity with machines and factory improvement

OurFocus


9

Outline

1. Current Status

2. Vision

3. Target Customer

A) Modern Customer

B) Tourists


4. Strategy


10

2. VisionVision

1. Diversify source of sales in• product• channel• customer

2. Sales volume increase by 50%

3. Establish local value chain

Xao Ban’s Vision


11

Outline

1. Current Status

2. Vision

3. Target Customer

A) Modern Customer

B) Tourists


4. Strategy


12

3. Target CustomerCustomer Map

Expats Tourist LaoMen Women Men Women

Super rich Upper M Others

Age

0-20

21-40

41-60

61-

Customer Map (Viantiane)

NOT target due to limited budget

NOT target due to limited # of population

limited yogurt consu

mption

NOT target due to limited budget

Modern Customer

(4,500 people)

Modern Customer

(7,500)

A A

Tourists(2.6 mil people)

BEmergingCustomer(126,750)

C

NOT target due to limited yogurt

consumption

NOT target

as wives pur-

chase yogurt


13

3. Target CustomerCustomer Purchase Point

Target customers purchase products in different places

A Modern Customer

B Tourists C EmergingCustomer

Customer Purchase Point


14

3. Target CustomerCustomer Summary

Modern Customer Tourists Emerging

Customer

Expats Local

1 Population 4,500 people

7,500 people 2.6 Mil people 126,750 people

2 Income USD4,300 / m

USD1000 / m

OverUSD1,500 / m USD200 / m

3 OccupationHousewife,

Lao workers

Cetral bank,

landownerBusiness man, teacher Student, Worker

4 Yogurt Purchase Volume

1800g / w 300 g / w300 g / w(150g x 2)(Potential)

About 375 g / w(150g×2.5)　

5 Market Size(1 x 4 x 52w) 421 ton / y 11.7 ton / y 15 ton/ y

(Potential) 2,471 ton/ y

6Xao Ban Purchase

Experience

Recognition: 100%

Purchase: 100%

Recog: 100%

Purchase: 60%

Recognition: 0%Purchase: 0%

Recognition: 18%Purchase: 5%

A B C

Customer Summary


15

3. Target CustomerResearch Result – Package Design

Xao Ban A. Bulla B. Dutch

C. Foremost D. Meiji E. Lao Yogurt


16

3. Target CustomerResearch Result – Package Design

PIC Modern Customer (n=32)

Tourists(n=16)

EmergingCustomer (n=43)

1 Xaoban 69% 35%

2 A. Bulla 16% 13%

3 B. Dutch 16% 19% ✔✔

4 C. Foremost 0% 36%

5 D. Meiji 0% 0%

6 E. Lao Yogurt 0% 0% ✔

A B C

Research Result – Package Design


17

3. Target CustomerResearch Result – Product Volume

Modern Customer

Tourists(n=16)


1 100g 7% 38%

2 150g ✔ 93% 62%

3 300g

4 600g ✔

A B C

Research Result – Product Volume


18

3. Target CustomerResearch Result – Message

Message Modern Customer (n=28)

Tourists(n=30)


1 Laos top 10 woman manager 26% 4% 1%

2 High quality thailand milk 4% 5% 4%

3 Made in laos 12% 22% 60%

4 Using starter from Denmark 7% 7% 1%

5 Employ disadvantage 25% 11% 4%

6 Traceability 17% 16% 10%

7 Handmade 0% 16% 15%

8 Limited production 5% 3% 1%

9 Tasty yogurts admired by the worlds 5% 12% 4%

A B C

Research Result – 9 Messages


19

Outline

1. Current Status

2. Vision

3. Target Customer

A) Modern Customer

B) Tourists


4. Strategy


20

3. Target Customer Modern Customer – Portrait

Modern Customer Portrait

A

Customer Pic

Yogurt Consumption 1800g/w

Occupation Housewife

Family 4

Hobby Tennis

Shopping Phonsiri Siavon…etc

Market Size

Xao Ban Purchase Yogurt, fresh juice

Population 12,000

Income

Other Belonging to volunteer group

$430,000


21

3. Target Customer Modern Customer – Purchase Behavior on Yogurt

Modern Customer Purchase Behavior on Yogurt

A

Recognition

Interest

Action

Compare

Purchase

Use

Attachment

Spread

Word of mouth

Go to the supermarket

taste price

Hoarding

600g


22

3. Target Customer Modern Customer – Xao Ban Purchase – 8 steps A

Recognition Interest Action Compare Purchase Affection Spread0%

20%

40%

60%

80%

100%

120%

100% 100% 100% 100% 100% 100% 100%

Xao Ban Purchase – 8 Steps

Comment

• We can see Xaoban yogurt anywhere.

• Simple design

• Rich image

・ Taste・ Healthy

• Word of mouth

• Suitable for presents

Yogurt / Fresh Juice


23

3. Target Customer Modern Customer – Xao Ban Purchase – 8 steps A


20%

40%

60%

80%

100%

120%

100% 100% 100% 100% 100%

30% 30%


Comment

• Almost everyone know Xaoban Non-yogurt

• Xaoban brand through yogurt

• Taste is too strong

Non-Yogurt





24

3. Target Customer Modern Customer – Xao Ban Purchase – Issues A

Modern Customers – 8 Steps Issues

8 steps

Recognition 100%

Interest 100%

Action 100%

Compare 100%

Purchase 100%

Use 100% Size , Taste(feeling in the mouth or semisweet)

Attachment High Not feeling familiarity or Attachment

Spread High

Yogurt / Fresh Juice


25

3. Target Customer Modern Customer – Xao Ban Purchase – Issues A

Modern Customers – 8 Steps Issues

8 steps

Recognition 100%

Interest 100% Xaoban brand has a healthy image

Action 100%

Compare 100%

Purchase 100%

Use 100%

Attachment 30% Taste is too strong

Spread 30%

Non-Yogurt


26

3. Target Customer Modern Customer – Customer StrategyA

Evolution of Xao Ban Customer

Yogurt

Yogurt

Yogurt

Tourist EmergingCustomer

ModernCustomer

Make people toStart to buy Yogurt

Increase yogurtpurchase

Increase non-yogurt product purchase


27

3. Target Customer Modern Customer – ProductIt’s necessary to aim at the both taste, existing and soft , according to nationality

A

・ Add soft taste of dressing and paste sauce

・ Aim at the both taste, existing and soft.


28

3. Target Customer Modern Customer – Promotion

Modern Customer – 8 Steps – Promotion

8 steps

Recognition 100%

Interest 100%

Action 100%

Compare 100%

Purchase 100%

Use 100%

Attachment 30% Listing key message through the strong point of Xaoban on the product Label

Spread 30% Making a shop which raises brand value of xaoban

A

It’s necessary to focus on Attachment and spread.


29

3. Target Customer Modern Customer – Promotion – Recommendation

Messageandshop

purchase

useAttachment

spread

A

It’s necessary to operate from purchase to spread through message and shop.


30

3. Target Customer Modern Customer – Overview

Overview

A

For increasing brand value of xaoban

Product Promotion

shopProduct

The concrete tactics The concrete tactics The concrete tactics


3. Target Customer Modern Customer-product

Add soft taste of dressing and paste sauce .

31

A

Aim at the both taste, existing and soft.

Soft taste (Less garlic)


32

3. Target Customer Modern Customer – Promotion – Product Bland value is increasing by listing key message through the strong point of Xaoban on the product Label

List image

A

Exiting product pic1.Made in Laos2.Handmade 3.Tasty yogurt admired by the world


33

3. Target Customer Modern Customer – Promotion – ShopBrand value is increased by making a shop which consider natural, family and added value as concept

A

Added value

Nature

Shop through the concept of nature , family and added value

Family

・ Arrange flower outside fence ・ Growing grass on the deck space to take a rest for mothers and kids・ Tasting event for new product for customer・ Present a recipe from Xaoban mother・ Shop-limited product


34

Outline

1. Current Status

2. Vision

3. Target Customer

A) Modern Customer

B) Tourists


4. Strategy


35

3. Target Customer Tourist– Portrait

Tourist Portrait

B

Customer Pic

Yogurt Consumption 300 g / w(150g x 2)

Market Size 1,571,340/ y

Xao Ban Purchase Recog: 0%Purchase: 0%

Population 2,723,564 people

Income Over USD150,000 / m

Café on the Rue se tthathilat stree

Place to stay Guesthouse, hotel

Place to visit

Shopping Morning Market

Days to stay

Patou Xai, Thai Luang

Place to eat

4 days


36

3. Target Customer Tourist – Purchase Behavior on Yogurt

Tourist Purchase Behavior on Yogurt

B

Recognition

Interest

Action

Compare

Purchase

Use

Attachment

Spread

Free Paper Poster

Free Paper Panph POP

Cafe MiniMart Breakfast in the Hotel

MIniMart

Cafe

Cafe MInimart

POP

Facebook Blog Twitter

Breakfast in the Hotel


37

3. Target Customer Tourist – Xao Ban Purchase – 8 steps B


10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0% 0% 0% 0% 0% 0% 0%


Comment• 100% of tourist don’t know Xaoban. There are shops selling XaoBan product but 0% of tourist know

XaoBan. ⇒Taking strategy increasing recognition can make opportunity the tourist buy XaoBan product.


38

Because of lucking of the interaction

rate of the recognaization is 0%

Advertise in public

Increase the number of chanel Café

Increase the oppotunity for

interaction

3. Target Customer Tourist – Problems in RecognitionB

minimart

channel


39

3. Target Customer Tourist – Xao Ban Purchase – Issues

Tourist – 8 Steps Issues at cafe

8 steps

Recognition 0% Café sell xaoban’s product without xaoban’s name

Interest 0% Without POP we can`t tell the message for customer

Action 0%

Compare 0% At café xaoban product should be sold more expensive because all products are expensive(coffee/17000kips)

Purchase 0%

Use 0%

Attachment 0%

Spread 0%

B


40

3. Target Customer Tourist – Xao Ban Purchase – Issues

Tourist – 8 Steps Issues at minimart

8 steps

Recognition 0% No POP

Interest 0% Without POP we can`t tell the message for customer

Action 0%

Compare 0% Yogurt doesn’t meet customer’s needsMinimart is too competitive market

Purchase 0%

Use 0%

Attachment 0%

Spread 0%

B


41

The number of customer×

Easy to sell with higher price

Because ・ tourist pays more at café than any local area ・ At café xaoban product should be sold more expensive because all products are expensive(○○keeps)

認知興味行動比較購買0

102030405060708090

after start PR in the future 列 1

Easy to increase the rate of parchaseActually rate of recognaization of Xaoban is 0% because

café serve yougurt without xaoban`s nameput xaoban product itself and put advatisement will

increase the number of the rate of 8step to purchase

3. Target Customer Tourist – Xao Ban Purchase – Where to Play B

price


• We would like to propse enough PR and sell product much higher price with xaoban product itself

↓ customer will think xaoban goes comarcialism and reputation of xaoban brand will contaminated.Because xaoban sell same product with different price at each place

42

3. Target Customer Tourist – Xao Ban Purchase – Problems B


Name : champa lao yogurtTaste:flaveres(Mango,Lao Blackberry,Mulberry,Mango Passion,passion fruit)Logo:

Catch copy:narural hand made gift from Lao Detail:provide more lao and luxury product to all tourists come to Laos only at café. therefore newbrand and current brand have different customer bases ,They aren’t served at same chanel and products are diefferent.

43

3. Target Customer Tourist – Xao Ban Purchase – Establish New Brand B


44

3. Target Customer Tourist – Product – Name

Tourist – Product – Name

B

Factor Candidate Names

Made in Lao 24%

• Handmade Lao Yogurt

• Lao Yogurt

• Champa Lao Yogurt

• Elephant Yogurt

• Yogurt Lao

• Champa Yogurt


45

3. Target Customer Tourist – Product – Symbol

Tourist – Product – Symbol

B

Factor Candidate Symbols

Made in Lao 24%


46

3. Target Customer Tourist – Product – Catch Phrase

Tourist – Product – Catch Phrase

B

Factor Candidate Catch Phrases

• Made in Laos 24%

• Handmade 16 %

• Naturtal Gift from Lao

• Handmade in Lao

• Handmade gift for Healty

living

• Healthy Gift from Lao

• Quality Gift from Lao

• Handmade Gift from Lao


47

3. Target Customer Tourist – Product – Name – Result

Product Name – Result

Names Evaluation

Handmade Lao Yogurt 32%

Lao Yogurt 23%

Champa Lao Yogurt 18%

Yogurt Lao 9%

Elephant Yogurt 9%

Wat Yogurt 5%

Mekong Yogurt 5%

Champa Yogurt 0%

B


48

3. Target Customer Tourist – Product – Symbol – Result

Product Symbol – Result

Symbol Pic Evaluation

Champa 31%

Flavor(Mulberry) 31%

Elephant 19%

temple 16%

Geography 6%

Flag 6%

B


49

3. Target Customer Tourist – Product – Catch Phrase – Result

Product Catch Phrase – Result

Catch Phrases Evaluation

Natural Gift from Lao 35%

Handmade in Lao 25%

Handmade gift for healthy living 25%

Healthy Gift from Lao 10%

Quality Gift from Lao 0%

Hand made gift from Lao 0%

B


50

3. Target Customer Tourist – Product – ImageB

Name Champa Lao Yogurt

Symbol Champa

Catch Phrase Ntural Hand made Gift from Lao

Volume 150g

Flavor 5 types


51

3. Target Customer Tourist – Product – ImageB

Flavor

Package

Mulberry MangoPassion Fruit

Mango Passion

Lao Black Berry


52

3. Target Customer Tourist – Promotion – MessageB

Xaoban isNatural Handmade Yogurt made in Laos,

which is the Art made with Sincere Love and Care.

We provide the unforgettable healthiest momentto modern customers who understand the difference

because we believe that “Yogurt is Art”; depending on the climate and maker’s feeling, the taste of Yogurt ischanged , so that it is important to talk with Yogurt.

We can achieve the highest and the healthiest quality which mass production cannot achieve by:

・ Using local ingredients to keep our Yogurt fresh・ Strong connection between the manager and the workers, which enables to keep the quality always high・ Hiring Disadvantaged people to let them bloom their potentials


53


Xaoban is Natural Handmade Yogurt made in Laos,






Strongest appeal to Tourists→ 　 Should be used in the selling message


54


Xaoban is Natural Handmade Yogurt made in Laos,






Xaoban’s Uniqueness→ Can be used to diffferentiateXaoban’s Uniqueness→ Can be used to diffferentiateXaoban’s Uniqueness→ Can be used to differentiate


55

3. Target Customer Tourist – Promotion

Tourist – 8 Steps – Promotion

8 steps Promotion List

Recognition Poster, pop , uchiwa , publicity, Miss Lao Contest, coffee coaster, travel note at the guesthouse,

Interest Champ flower vase, pop, yogurt after spa, factory visit

Action relax map, beautiful map

Compare design ,proses of product, collaboration with the sightseeing points, use the image of ice, use as seichozai

Purchase Ads with European’s picture

Use Recipe

Attachment Information for new product

Spread Facebook, blog

B


56

3. Target Customer Tourist – Promotion

Tourist – 8 Steps – Promotion

8 steps Promotion List

Recognition Poster, pop , uchiwa , publicity, Miss Lao Contest, coffee coaster, travel note at the guesthouse,

Interest Champ flower vase, pop, yogurt after spa, factory visit

Action relax map, beautiful map

Compare design ,proses of product, collaboration with the sightseeing points, use the image of ice, use as seichozai

Purchase Ads with European’s picture

Use Recipe

Attachment Information for new product

Spread Facebook, blog

B


57

3. Target Customer Tourist – Promotion – RecommendationB

Uchiwa/Map

Go cafe

Seeflower

Eye catch POP

EmotionalPOP


• Target: – Tourists

who is suffering from the hot weather in Laos

• Aim:– Increase the brand recognition of Xaoban

B

3. Target Customer Tourist – Promotion – Idea 1: Uchiwa

Aim Contents 8Steps Impact/Feasibility How To Cost Visual

Image


B



Image

• Communication Media:– Uchiwa


B



Image

• Distribute Uchiwa, on which Xaoban’s advertisement is printed, to Tourist for FREE

①by using it, the person who got the 　 Uchiwa will get to know about Xaoban②by using it on the street everywhere, it will increase the recognition of 　 Xaoban of others too


B



Image

8Steps Action

Recognition Know Xaoban by getting Uchiwa on which Xaoban’s advertisement is designed.

Interest Get interested in seeing the picture and copy, and feel that they want to try.

Action Feel like going to the café and check where they can eat on the map on the back of Uchiwa.

Compare In the café, there’s a same Logo designed on POP as the one printed on Uchiwa, so that they feel more familiar to Xaoban’s Yogurt than other food.

Purchase Buy

Use Eat

Attachment Like the taste and check about Xaoban’s company information by searching on the internet, which is linked with QR Code

Spread Like Xaoban’s facebook page, and tell others.


B



Image

Impact: Why Uchiwa?

• Customer surely use it because it is hot.• Customer will use it for long time. (It won’t be thrown away easily.)

→The effect of advertisement lasts long.• Size of the advertisement area is big.

→Can put both sides and easy to catch eyes.• It can be used everywhere.

→Advertisement will spread broadly.


B



Image

• Merit for Cost-taker:– Can Put advertisement on Uchiwa


B



Image

• Decide the design of Uchiwa• Make a sample• Show the sample and get advertising expenses

from café where Xaoban’s Yogurt is sold.• Distribute Uchiwa at Tourist Information Center,

hotels/guesthouses, sight-seeing points.• Put POP on which the same logo as the one on

Uchiwa at the café.


B



Image

Cost:• \30~60/one Uchiwa (=2340~4680LAK/one Uchiwa)

• 7462 new tourists to Vientiane/day [fact]• 1 uchiwa can increase recognition of 10 people[assumption]→ 　 X*10=the number of tourists which can be advertised with

　 Uchiwa 　　 If we aim 5% increase of recognition per day

X*10=7,462*0.05X=37.31→Cost per day: 87305.4LAK~174610.8LAK


B



Image

Human Resources:

• (Person who can design the Uchiwa)• (Person who makes the Uchiwa)• Several People who distributes the Uchiwa

to guest house and cafe


B



Image

FRONT


B



Image

Experience the Healthiest Day

with the Natural Gift from Lao

FRONT


B



Image

Enjoy the Natural Gift from Lao

FRONT


B



Image

Are You ?

Solve with

FRONT


B



Image

FRONT


3. Target Customer Tourist – Promotion – Idea 1: UchiwaB


Image

Enjoy the Natural Gift

from Lao

FRONT


B



Image

Café Advertisement

Mini mart Advertisement

BACK


• Target: – Tourists who want imformation about the relaxation

• Aim:– Increase the acknowledgement of Xaoban ～

action to arrive café which deal with Xaoban product

3. Target Customer Tourist – Promotion – Idea 2: Map


Image

B


• Choose relaxing spot around bientian （ ex cafe 、 restaurant , sightseeing spot, spa ,hotel ）

• Introduce café on the map which serve xaoban product

• Put xaoban`s advertisement on the Map • Provide model route • Use unusual texture paper to make diefferent from the

other maps



Image

B


Recognition Tourist has high demand for nature and relax.They will take it

Interest Because of Proper message for tourist.they will get interested in xaoban product　

Action They will reach café serve xaoban product because they will follow map`s information and all café in the map serve xaoban product

Comparison ①tourist has already got familiar with xaoban because they saw on the map②proper message and package will help xaoban product to be sold

Buy Buy

Use Eat

Attachment Like the taste and check about Xaoban’s company information by searching on the internet, which is linked with QR Code

Spread Like Xaoban’s facebook page, and tell others.



Image

B




Image

B

Benefit for stakeholder

Café which deal with xaoban product

Café which dosen`t deal with xaoban product

Shop excepts cafe

Help our idea because the number of their customer`s

gonna increase

Would like to deal with xaoban product

put this Map on each shop because they`d like to put

their imfo on the map

Human resource ・ publish maps ・ communicate with stakeholder

Stake holder result




Image

Decide and negotiate the shop which is put on the map

put the map on each café which deal with xaoban product

Review the map every year

Publish the mapDesign the map

Negotiate with other shop which is relaxable spot

B


Xaoban isYogurt made in Laos,



because we believe that “Yogurt is Art”; depending on the climate and maker’s feeling, the taste of Yogurt is changed , so that it is important to talk with Yogurt.


・ Using local and fruit to keep our Yogurt fresh・ Strong connection between the manager and the workers, which enables to keep the quality always high・ Hiring Disadvantaged people to let them bloom their potentials



• Aim:– Make tourists look at the product by Creating

attractive Point Of Purchase advertisement

B

3. Target Customer Tourist – Promotion – Idea 3: POP


Image


B



Image

• After Introducing tourist who have already acknowledged Xaoban and been interested in the product thorough medium to café,

　 put attractive POP at café which catches 　 customer’s eyes and make them purchase it.


B



Image

8Steps Action

Acknowledgement Display the POP at the place tourists can recognize When they enter the shop. （ POP①）

Interest Use the picture of the yogurt which looks local taste and delicious.（ POP①）

Action

Comparison

Buy

Use

Attachment The feature of XaoBan and product is on the seat. 座る席に、（ POP②

Spread QR code on the label in order to share FB（ POP②


B



Image

Impact: Why POP?

Merit For Xaoban→XaoBan product can be caught attention more 　 than other products in Menu. Merit For Customer→Easy to imagine the product because of the 　 picture on POP, tourist would easily purchase the　 product.


B



Image

• Merit For Café :– POP can promote customers to buy high priced

product


B



Image

• deciding selling message and brand atomosphere

• Considering the idea of POP design • Proposing to expand channel

（ Xaoban→Café ）• Practice the plan


B



Image

▼Cost ：→1 POP about 5,000kip/1sheet:→1 clip about 10,000kip/1clip

forCafe:POP&Clip:32 /1cafe(most café has 30 seats)

POP two "eye catch" pops at counter①POP thirty "emotional "pops at table②

▼Human ResouceXaoban have to do ：・ DesignPOP design outsauce to printing shop

・ addthe pop add when you sell the cafe


B



Image

Natural 　 type Clearly type

Eye catch POP



who enters the cafe

• Aim:– Increase the acknowledgement of Xaoban

B

3. Target Customer Tourist – Promotion – Idea 4: Flower Vase


Image


B



Image

• By providing the image flower ‘Champa’ and flower vases on which Xaoban’s logo is designed– Xaoban can advertise and increase the

acknowledgement – Café can improve the atmosphere by putting

flower as an interior


B



Image

8Steps Action

Acknowledgement Know Xaoban by seeing the flower vase which is placed where the vase can get attention easily.

Interest Get interested in seeing the flower and the logo

Action -

Comparison By using such an unusual media, it can get much more attention compared with the usual advertisement.

Buy Buy

Use Eat

Attachment By reading the story of Xaoban written on the leafret, know more about the social side of Xaoban, which leads to the attachment

Spread By knowing the social message, customer spreads it through words of mouth or social media.


B



Image

• Since Champa is the national flower of Lao,it must be atractive for touristes.

Impact→one flower vase can advertise to a lot of customers because many people can sit on one table with flower vase.


B



Image

• Merit for Cost-taker:– Café can improve the atmosphere by putting the

flower vase


B



Image

• Decide the design of logo• Put the flower vase at the café where

Xaoban’s Yogurt is sold.• Distribute Uchiwa at Tourist Information

Center, hotels/guesthouses, sight-seeing points.

• Put POP on which the same logo as the one on Uchiwa at the café.


B



Image

• Person who buy the flower and deliver.• ・ Create logo or POP and put on the vase• Through the communication at the café,

increase the café where Xaoban’s Yogurt is sold.


B



Image

Copyright © 2014 very50 All Rights Reserved.97

3. Target CustomerCustomer Summary at cafe

Customer Summary at cafe

Prospective of sales

Tourist Number of the shop Days in a year

229,950,000(kip)→10 ％ of sale of XaoBan in 2013

Seat Open Hours(h) Operation Rate Ratio of Tourist Prospective Rate

Customer 30 15 70 ％× × ＝ 12.6 person(1day)

40 ％× 10 ％

12.6person/1d 5shops 365d× × ＝

×

※5shops : “Joma”,”True coffee”,”Syri2”,”Sinouk café”,”Le Banneton”


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Outline

1. Current Status

2. Vision

3. Target Customer

A) Modern Customer

B) Tourists


4. Strategy


99

3. Target Customer Emerging Customer – Portrait

Emerging Customer Portrait

C

Customer Pic

Yogurt Consumption 2.5 times/week(ave.)

Residence Vientiane

Occupation Students, Worker

Family

Hobby Sports （ Jogging 　 etc…, 　Sauna

Shopping Market, Mini-Mart, SuperMarket

Market Size 135,200 million kip

Xao Ban Purchase xxx

Population 126,750

Income 200USD(ave.)

Other Almost all of them eat Yogurt as desserts for their healthy and Beauty.

7~10members/family


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3. Target Customer Emerging Customer – Purchase Behavior on Yogurt

Emerging Customer Purchase Behavior on Yogurt

Recognition

Interest

Action

Compare

Purchase

Use

Attachment

Spread

Price Package Healthy xxx

xxx xxx xxx xxx

C

✓Media ・・・ TVCM, Magazine✓Shops ・・・・ Minimart, Supermarket

✓Internet ・・・ SNS, 　 HP✓others ・・・ off line communication

✓Price ・・・ 4,000~7,000Kip✓Package ・・・ More colorful

✓Volume ・・・ 100~150g✓Competitor ・・・ Dutch, Vina milk, Danon

✓Taste ・・・ More Sweet✓Price ・・・ Affordable one to buy average 2.5times per

weeks ✓Message ・・・ Made in Laos, Healthy, Beauty


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3. Target Customer Emerging Customer – Xao Ban Purchase – 8 steps


10%20%30%40%50%60%70%80%90%

100%

28% 28% 28%17% 17%

5% 5%

Xao Ban Purchase – 8 Steps (n=109)

Comment

• aaa • aaa • aaa<Competitor>• Sweety Lao favorite taste <Customer>• No capability to pay much due

to often eating yogurt. • High mind for healthy and

beauty.<Company>• messaging Xaoban high

quality

C

<Competitor> Competitor’s promotion influence customer<Customer>・ Customers often go Mini-mart and some supermarket<Company>.・ No recognition if there no products in shop.

<Competitor>• Main is Dutch and Vinamillk• Price superior because of the

size of company and materials.<Customer>.• Like bright design and cheap

products from Thailand.<Company>• Higher price and Simple design

•６


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3. Target Customer Emerging Customer – Xao Ban Purchase – Issues

Emerging Customers – 8 Steps Issues (n=55)

8 steps Issues Identified and bottleneck

Recognition 28% 1st Small numbers of Channel ※ But it is no able to change because of the limited

production and the capability of the shop.2nd Simple looks

※ little awareness in shop(3rd promotion using some media )

Interest

Action

Compare 17%

1st High price 2nd Simple looks

3rd No messaging Xaoban features and good qualityPurchase

Use

Attachment 5% 1st Sour taste2nd No messaging Xaoban features and good quality:

3rd Small numbers of ChannelSpread

C


3. Target Customer Emerging Customer – 　 brand strategy

103

Dream

Real

①taste

②price

③looks

New brand strategy

①Made in laos ②High quality

③No preservatives added

But we think this is Xaoban’s strong points at the same time

C


3. Target Customer Emerging Customer – 　 brand strategy

104

C

xaoban

Dutchmilvinamilk

New brand

①

xaobanjunior size

Deep Needs

Wide Needs

②


3. Target Customer Emerging Customer – 　 brand strategy 　①

105

C

Current analysis

Customer needs• Unique product• sweet yogurt • colorful package

design• Low price

5000kip~6000kip yogurt

Xaoban・ Sour yogu ｒ t

・ simple package

8000kip yogurt

①New Brand Strategy


3. Target Customer Emerging Customer – survey on looks

①　 with fruit sauce ②with cereal

33%(18people) 67%(37people)○ ◎

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○△ ×

①twice amount of fruit sauce type

②normal type ③separate type

25%(14people) 16%(9 people) 58%(32people)

○ △ ◎

Twice

(30%)

Place: universityTarget: female students (N=55 )

Q1

Q2

C①New Brand

Strategy


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3. Target Customer Emerging Customer – Research Result – Package DesignEmerging customers prefer colorful and stand-out packages

PIC Modern Customer (n=32)

Tourists(n=16)


1 Xaoban 69% 35%

2 A. Bulla 16% 13%

3 B. Dutch 16% 19% ✔✔

4 C. Foremost 0% 36%

5 D. Meiji 0% 0%

6 E. Lao Yogurt 0% 0% ✔

A B C

Research Result – Package Design


C


3. Target Customer Emerging Customer – survey on the packages①

108

no1 no2 no3 no4

30%(14people) 60%(28people) 10%(5people) 0%(0people)

○ ◎ △

No.1 No.2

No.4No.3

C




3. Target Customer Emerging Customer – survey on the packages②

109

No.1 No.2

32.5%(13people) 67.5%(27people)

No.1 No.2

C


Female Students



3. Target Customer Emerging Customer – survey on packages①

No.1 No.2

26.3%(5people) 73.7% (14people)

110Place: office area subject: women in 20~30 old (N=19)

No.1 No.2

C

Working Women



111

3. Target Customer Emerging Customer – Research Result – Message

Message Modern Customer (n=28)

Tourists(n=30)


1 Laos top 10 woman manager 26% 4% 1%

2 High quality thailand milk 4% 5% 4%

3 Made in laos 12% 22% 60%

4 Using starter from Denmark 7% 7% 1%

5 Employ disadvantage 25% 11% 4%

6 Traceability 17% 16% 10%

7 Handmade 0% 16% 15%

8 Limited production 5% 3% 1%

9 Tasty yogurts admired by the worlds 5% 12% 4%

A B C

Research Result – 9 Messages


C


3. Target Customer Emerging Customer – survey on packages⑤

112

Made in Laos39 Healthy Beauty

39%(9people) 52%(12people) 13%(3people)

○ ◎ △

Place: universitySubject: female students (N=24 )

C

Female Students



3. Target Customer Emerging Customer – survey on packages④

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【message】Made in Laos Healthy Beauty

53%(10 people) 26%(5people) 21%(4people)

◎ ○ △

C

Place: office area subject: women in 20~30 old (N=19)

Working Women



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3. Target Customer Emerging Customer – Research Result – Product Volume

Modern Customer

Tourists(n=16)


1 100g 7% 38%

2 150g ✔ 93% 62%

3 300g

4 600g ✔

A B C

Research Result – Product Volume

C


3. Target Customer Emerging Customer – the best example

115

C

Taste

Package

Volume

Price

• Double amount of fruits source • Cereal• Powder milk

150g

Colorful and Fresh

6,000 kip(Slight expensive than competitors)7,000 kip (cereal)



3. Target Customer Emerging Customer – the best example

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・ getting new customers⇒laotian

・ to avoid breaking the original philosophies of Xao Ban

・ preparing for changing taste.・ It may have to introduce new facility※when productive capacity is exceeded

New productive line ※when productive capacity is exceeded

MeritDemerit

What is neededTo consider

Twice amount of fruit sauce than now

With cereal which makes differentiation and offer an

customer new food texture

C



3. Target Customer Emerging Customer – Junior Size StrategyC

Taste

Package

Volume

Price

• Sweetened• Regular• Fresh milk• fruits source

100g

Unchange (Xao ban Style)

6,000 kip(Slight expensive than competitors)

②Junior SizeStrategy

Purpose • Give customers chance totry Xao Ban quality


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Do you go to m-point mart?

3. Target Customer Emerging Customer – make pop C

Do you know Xaoban?

n = 109

Problem①there are no Xaoban product in m-point mart near their office②they don’t notice Xaoban product in m-point mart

14%

64%

7%

14%

7days

2-3days

1days

more less

→ a lot of people go to m-point mart → 　 lower recognition

n = 20 Recogni-tion

Interest Action Compare Purchase Affection Spread0%

10%20%30%40%50%60%70%80%90%

100%

28% 28% 28%

17% 17%

5% 5%



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3. Target Customer Emerging Customer – make pop C

xaoban’s product should catch more customer’s eyes

①there are no Xaoban product in m-point mart near their office

Xaoban should delivery more product to m-point mart

②they don’t notice Xaoban product in m-point mart

→minimart or m-pointmart is important place for making them know Xaoban

90%

10%

m-pointother

N=20

How do you know Xaoban?



3. Target Customer Emerging Customer – 　 strategy to catch more eye’s

120

C

Nutface

Made in laosXaoban make product for your beauty and healthy life

No additive added

Point of purchase advertisement

①Emphasis message “made in Laos”②Your face③Colorful④No additive added



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①emphasis message “made in laos”

Many lao people want to cheer up 　 Lao product

3. Target Customer Emerging Customer C

53%26%

21% made in laos

healthy

beauty

②Your face

　 xaoban should prove their quality by sowing producer’s face

N=54



3. Target Customer Emerging Customer – 　 strategy to catch more eye’s

122

C

③ colorful

many lao people like design used many color

④No additive added

This message is important because this point is different from competitor’s product

30%

70%

simple

colorful

Which image do you like?

N=43



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Estimate;How much profit Xaoban would get by making pop ( part of purchase )

⑴the number of our target :126,750⑵Go to minimart: 90%⑶miss chance of noticing : 70%

⑷ notice : 20% Get volume of number:126,750×0.9×0.7×0.2=15,970(number)

Profit:2(times/w)×52w×5000(kip/pers)×15,970(person)=8,304,400,000kip/y(=4,000,000kip/w)

3. Target Customer Emerging CustomerC

Merit : affinityDemerit : limited (20%)


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Outline

1. Current Status

2. Vision

3. Target Customer

A) Modern Customer

B) Tourists


4. Strategy


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4. StrategyShort-Mid-long term Strategy

ModernCustomer

ModernCustomer

Tourist

ModernCustomer

TouristEmerging

Current Short-term(2-3 years)

Mid-term(4-5 years)

Non-yogurt / shop

improvement

Champa yogurt launch

Xao Ban Junior

launch

Local Dairy Farm Start

Actions

Sales

New brandLaunch


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4. StrategyChannel StrategyBrand and product will be chosen depending on channels

Cafe Restaurant Mini mart

Tourist Area

Office Area

Other Area

junior


127

Thank you!

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