Bjc ppt

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.


Market Size And Growth

• Five main segments


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


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


Potato Chips


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


Extruded Snacks

Extruded Snacks Market Share


Rice Crackers

• Dozo is the No.1 in the Rice Crackers market


Seaweed

• Total market is worth more than 1000 Million Baht • Taokaenoi is No.1


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.


Market Trends

2) Health consciousness

3) Price sensitive


BJC Target Market

• Tasto

• Teenagers 15-19 Male and Female

• Dozo

• Expanding to teenage 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


Tasto

17g 29g 57g 80g

5B 9-

10B 20B 29-

30B

Direct Competitors


Tasto- Competitors

27g 10B44g 18B57g 20B80g 29B115g 35B

55g 20B100g 49B

35g 10B68g 20B

70g 35B100g 49B110g 55B140g 60B


Dozo Rice Crackers56g 74g

Direct Competitors

18B

22B


Dozo Rice Crackers- Competitors

150g 44B

60g 18B


Dozo Seaweed14g

36g

20B 39B

Direct Competitors


Dozo Seaweed- Competitors

14g 20B36g 39B

12g 20B36g 39B

40g 35B

16g 20B40g 39B


Extruded SnacksCampus

36g

10B

Party

17g

5B 10B

36g

Direct Competitors


Extruded Snacks- Competitors

60g 15B

54g 14.50B

63g 18.50B


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.

http://www.testoclub.com/


• TVC • “ Party the series” via Youtube• Compete for the prize or reward

– Mazda 2, iPhone

• Social Network – Facebook


• 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


• Free toy inside the package• TVC

– Channel 9 cartoon


• 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

Thank You

Bjc ppt

Business

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