MC Assessment 1 (Fibi Mini)

8/6/2019 MC Assessment 1 (Fibi Mini)

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Table of Content

1. Identification Info

1.1 Company Background

Founded in 1921, the Otsuka Pharmaceutical Group entered the Intravenous

(I.V.) solutions business in 1946. Otsuka Pharmaceutical Co., Ltd. (OPC),

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established in 1964, has become a leader in this field through the provision of

nutrition management at the point-of-care. In 1971, OPC initiated its own drug

development program. The expertise gained in the pharmaceuticals business has

been applied to the creation of innovative consumer products as well. Today,

Otsuka is recognized as a world leader in the pharmaceutical, nutritional and

other healthcare related areas.

Otsuka Pharmaceutical (H.K.) Ltd. (HKO) was officially founded in 1997 as a

subsidiary of Otsuka Pharmaceutical Co., Ltd., Japan. HKO is responsible for the

marketing and sales of products of Otsuka Pharmaceutical Group in Hong Kong

and Macau.

Along with social change and economic progress, the needs for healthcare

products are growing rapidly in Hong Kong. A variety of HKO products have

succeeded in penetrating the healthcare and pharmaceutical product markets and

have contributed remarkably to the health of Hong Kong people. Some of its

better-known products are Pocari Sweat, Oronine H Ointment, Aminoleban,

Pletaal and Abilify, etc.

1.2 Key products and target customer

There are 2 main product line up in the company, they are Nutraceutical Products

and Pharmaceutical products; Pocari Sweat is their cash cow product while FIBE-

MINI is another one of the popular healthy drink in Nutraceutical Products.

Otsuka Pharmaceutical is engaged in the development of nutrition products to

maintain and improve day-to-day well-being, based on the concept of

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"Nutraceuticals".

Otsuka Pharmaceutical conducts scientific research into the nutrition needs of

different ages and health conditions, and have created new markets by applying

the expertise acquired in its pharmaceutical research to the creation of innovative

products such as dietary fiber drink FIBE-MINI.

Research and development of "Cosmedics since 1990 has recently borne fruit in

the form of a succession of products in the InnerSignal and UL

OS ranges.

Otsuka Pharmaceutical aims to continue to research and develop new

Nutraceuticals products for a global market.

2. Executive Summary

Hong Kong is an attractive market in APAC region, the sales reaches HKD$12

billion in 2010. However, the sales performance of FIBE-MINI is steadily

dropped compared with 2009 but the market is still attractiveness and potential

for market share growth among numerous competitors. There are three key areas

that FIBE-MINI should be enhanced to achieve the sales target.

Strengthen the health image of the brand

Educate the target customers to choose a healthy snack and know the

benefits of dietary fiber drink

Focus on the target segment to inform, differentiate the brand and persuade

trial.

The marketing plan that make use of advertising, sales promotion, direct

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marketing, personal selling, public relations and sponsorship to integrated to

maximize the promotional impact to reach the target customers. Advertising and

sales promotion are used to target the individual customer, advertising aims to

inform and differentiate the brand from other competitors, sales promotion will

only used in a short period to persuade customer. Direct marketing and personal

selling are used together to target the intermediates, business buyer always

requests higher level of service and information support, business buyer database

will be created to record their buying information which helps to increase the

successfulness of personal selling. Public relations and sponsorship are used to

educate the public and develop a reliable, professional and health image amongst

the key stakeholders such as media and potential customers.

3. Context Analysis

3.1 Customer Context

3.1.1 Segment Characteristic

According to Hong Kong Eating Disorder Association, over 55% aged 15-45

female think that they are overweight. They prefer take dietary supplements

or on diet to lose body weight.

AC Nielsons research on Hong Kong People towards the dietary

supplements shown that the spending on dietary supplements in 2001 and

2010, it is increased by 18%, estimated total spending from HKD$67 million

to $79 million respectively.

A survey conducted by Department of Health in 2009, it is about during the

past 12 months, have you done anything to control your body weight? If yes,

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was it for increasing weight, losing weight or maintaining weight? 28.8%

respondents have lose or maintain body weight.

FIBE-MINI conducted a survey on Hong Kong people towards dietary

supplement attitude in 2009 to find out their behavior. This survey target

aged 18-45 years old office people and the sample size is 1,267. It found that

65% people have tried dietary supplement on weight control.

Reasons of taking dietary supplement

Better appearance 47%

Health conscious 42%

Obesity 6%

Out of Curiosity 3%

Others 2%

Refer to above findings, majority of people (89%) are appearance and health

conscious.

Types of drink preference while working

Soft drink 29%

Coffee / Tea 25%

Juice 21%

Milk / Soybean milk 17%

Mineral Water 6%

Others 2%

Refer to the above findings, 75% respondents prefer soft drink, coffee / tea

and juice while working.

The office peoples who are appearance and health conscious, health

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component and taste are the key issue when they choosing the dietary

supplement. They have busy life due to long working hours and working in

commercial district; therefore, the sales location should be convenient.

3.1.2 Level of awareness, perception and attitudes to brand

FIBI-MINI is launched in HK almost 10 years and research was done in 2010

to study the customer perception and attitudes to the brand, it was found that

over 70% office people heard of FIBE-MINI, the main channels of notice

this product are POP (92%) and Print Ad (74%). Although there are high

percentages of targeted segment aware of this brand but still have 30% not

yet heard or notice it. 63% of them never try it, so marketing

communications should focus on inform and persuade trial strategies.

3.1.3 Level of involvement

The level of involvement is critical to understanding consumer decision

making behavior. FIBE-MINI is a low priced product which has little threat

and perceived risk to consumer, so they have a limited problem solving

behavior: consumer will have short internal information search instead of

external, new consumer will think of the brand image and look at the product

package to make purchase decision, such as the key benefits of FIBE-MINI,

confidence towards the brand, and the package design of the bottle which

attract them to trial. Customers who have tried it before will mainly think of

their last experience, think of the taste and their past satisfactory level.

(Harris, 1987)

3.1.4 Types of perceived risk

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Types of

Perceived RiskCustomer cognitive dissonance

Implications to

decision making

Performance Will it really work? Improve my health? High

Financial Is it value for money? Low

Physical Will it harm my body? Low

Social Will my peer group impressed? Low

Ego Will I enjoy the taste? High

Time Will it take long travelling time to buy it? High

Summarized the above table, performance, ego and time risk have high

implications to consumers decision making process, marketing

communications tools should focus on these three risks reduction. (Settle

and Alreck, 1989)

Perceived risk is defined as the uncertainty that consumers face when they

cannot foresee the consequences of their purchase decisions. This definition

highlights two relevant dimensions of perceived risk: uncertainty and

consequences. (Schiffman and Kanuk, 2010)

Performance risk is the risk that the product will not perform as expected.

Customer who buy FIBE-MINI are appearance and health conscious, so the

company should focus on educate the needs and the benefits of have dietary

fibre supplementing the body with quarter of the required daily fibre

consumption by adults.

Ego risk is the risk that a poor product choice will bruise the consumers ego.

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Customers aim to satisfy their psychological needs, they want to improve

their health and also in good taste. When they choosing the dietary

supplement, they will consider the taste, although the tastes are very

subjective but the difference would not far away in same nation, culture and

lifestyle. FIBE-MINIs taste fit Japanese but not much research about the

target customers favor tastes.

Time risk is the risk that the time spent in product search maybe wanted if

the product does not perform as expected. The target customers are busy

office people, convenience, handy are an important factors during their

decision making. FIBE-MINI need larger coverage and locates closer to

customers workplace to reduce the time risk. (Stone and Gronhaug, 1993)

3.2 Business Context

3.2.1 Corporate and Marketing Strategy and Plans

FIBE-MINI launched in HK over 10 years, however, it is not as successful as

in Japan, it is now in the maturity stage in the product life cycle, the grow

rate of sales becomes decelerated and profits is still not enough to cover the

investment, penetration strategy is using for the existing products to increase

sales and market share in HK.

3.2.2 Brand analysis

FIBE-MINI is supported by Otsuka Group which has rich resources and good

reputation in HK, thus customers have high perceived value towards Otsuka

and have confidence to its brand. However, public may not aware FIBE-

MINI is under Otsuka Group as it is not mentioned in the promotional

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message.

3.2.3 Competitor Analysis

There are many dietary supplement in HK, GNC, ASANA, FANCL House

and some other dietary supplement brands are strong competitors, although

they are selling in supermarkets, Manning, Watsons but there are some

differences in their marketing positions, packing and target segment.

GNC sets the standard in the nutritional supplement industry by demanding

truth in labeling, ingredient safety and product potency, all while remaining

on the cutting-edge of nutritional science. As our company has grown over

the years, so has our commitment to Living Well. In fact, GNC is the world's

largest company of its kind devoted exclusively to helping its customers

improve the quality of their lives. From scientific research and new product

discovery to the manufacturing and packaging processes, GNC takes pride in

our rigorous approach to ensuring quality. Our commitment to quality

extends to our interactions with you in our stores and after you buy our

products.

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ASANA Hong Kong Ltd continued to lead vitamins and dietary supplements

in 2010, with a 23% value share. The company uses the direct selling

channel, and has been gaining a significant number of loyal customers, which

has contributed to a significant increase in sales. The company also offers a

wide variety of products catering to the different needs of consumers.

FANCL House began with MUTENKA () skincare. In the late 70s,

skin trouble caused by skincare and cosmetics with additives such as

preservatives, perfume and petroleum surfactants, was a serious social

concern in Japan.

Many women suffered skin problems because of the chemical-laden skincare

products they were using. And FANCL founder, Mr Ikemoris wife was one

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of them. Struck by the irony that something which was supposed to make

women more beautiful, confident and attractive, might actually sabotage her

looks and self-esteem. Mr Ikemori questioned the industry by challenging the

need for such harsh ingredients in skincare products.

Mr Ikemori then hit on the revolutionary idea of creating preservative-free

skincare which contain no potentially harmful preservatives and other

additives, only potent beauty agents that actively work to enhance skin's

natural beauty. In April 1980, FANCL was born.

The first MUTENKA skin lotion encompassed "safety, gentleness and

assurance" came in 5ml vials. With continued in-depth research, improved

technology and production facilities led to the subsequent development and

launch of a 10ml bottle in 1995. The 30ml bottle was then launched in 2002.

Since then, FANCL has expanded its business beyond cosmetics and skincare

to include Inner Care beauty products like TenseUp EX, Bitoki and

HTCCollagen, and health food such as Germinated Brown Rice and Kale

Juice which cater to everyones beauty and health needs.

3.3 Internal Context

3.3.1 Financial Constraints

Although FIBE-MINI just have slightly profit in HK market but it is back up

by the Otsuka Group which has rich financial resources, Above-The-Line

communication tools are affordable to have mass media coverage in short

time, and integrated with other promotional tools to maximize the

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promotional power.

3.3.2 Organizational Identity

FIBE-MINI has good corporate identity, it has consistent images and

identities on its product package, advertisements, web site and other

promotional materials. Strong and consistent corporate identity helps in

reminding the customers and help customers to distinguish the products from

other products.

3.3.3 Culture, values and beliefs

Otsuka is a Japan based company but has international culture; it is customer

focused and has a learning culture; the company mission stated that they aim

to create innovate products and improve peoples life and well-being. There

is a problem that customers are not clear about the health values of FIBE-

MINI, so the new marketing communications plan should develop from the

health values and beliefs of FIBE-MINI.

3.3.4 Marketing expertise

Otsuka Group is rich in human resources, it gives much support on FIBE-

MINI, experienced marketing expertise in the group help FIBE-MINI to

develop and monitor its performance.

3.3.5 Agency availability and suitability

The advertising concept and image is created in Japan by an advertising

agency in Japan, this ad was also used in HK; although it can save

promotional budget and create a Japanese image in customers mind,

however, that advertisement may not fit for HK peoples as the culture is

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different, the promotional power is lesser as the celebrity is not famous in

HK.

3.4 External Context

3.4.1 Key Stakeholders

Intermediaries: Apart from individual customers, the intermediaries are

very important, since FIBE-MINI doesnt have its won retail shop, so it must

rely on the intermediaries to sell FIBE-MINI to individual customers. Some

intermediaries have weak confidence with FIBE-MINI because the products

were not selling well and they kept lot of stock before.

Nutritionist and professional doctors: They are the experts and have high

credibility, good relationship with them helps in developing a health image,

moreover, invite them to share in the health talk can increase the credibility

to the audiences.

Media: Newspaper and magazine helps delivering the company message to

the public, good relationship with them can bargain a lower media rate and

better ad position. Moreover, they will write more positive content for FIBE-

MINIs PR event.

3.4.2 Political, legal and environment influence

Political: In Sep 2008, the centre for food safety found many well-known

milk products such as Nestle, Cadbury and Yili contained industrial chemical

melamine which will cause the kidneys to malfunction. Government pays

more attention on collecting dairy product samples for testing. (Centre for

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food Safety Oct 2008)

Legal: Government introduced a Nutrition Labeling Scheme importers and

manufacturers of prepackaged food with annual sales volume over 30,000

units should follow the new guide line to state clear the components. (Centre

for Food Safety Jun 2007)

Environmental: there is a trend that packages is designed to be either a

technical nutrient that can be reused, or truly recycled. (Zentrale Intelligenz

Agentur 2004)

3.5 Previous marketing communications

Advertising, public relationship and sales promotion is adopted by FIBE-MINI.

However, advertising such as online promotion is not successful, it created forum

and blog online but have a very low response rate. For the sales promotion, it did

too many price reductions mainly because the intermediaries have too many

stocks and will be expired soon, this will affect the price position and customers

will only buy it during discounted period.

4. Key issue

The following key issues are the summary of the context analysis:

The target customers needs on dietary supplement are appearance and

health improvement.

The target customers think that taste (ego risk), healthy (performance risk)

and convenience (time risk) are the most critical factors in their decision

making process.

The target customers have not much dietary knowledge to distinguish the

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health value of FIBE-MINI.

Although the whole market is growing slowly, but numerous brands are

competing for market share, a highly differentiated image is needed.

FIBE-MINI sales performance is not good in HK comparing with Japan,

mainly due to ineffective promotion and customers have low confidence

towards the brand.

FIBE-MINI has rich financial resources and marketing expertise as it is back

up by Otsuka Group.

5. Objectives

5.1 Corporate & Marketing

To increase 15% sales volume in 2012

To increase 30% selling locations in 2012

5.2 Marketing Communications in 2012

To increase 50% awareness of the target segment in HK

To reposition FIBE-MINI as a dietary supplement brand amongst the target

segment in HK

To reposition FIBE-MINI as a Japanese brand amongst the target segment in

HK

To increase 15% of the number of charity sponsorship to build good

reputation

To launch a new promotional campaign to differentiate the brand image

from competitors by a dietary supplement brand image.

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5.3 Advertising / Public Relations / Sales Promotions in 2012

Advertising: Launch a new advertising campaign to develop the healthy brand

image.

Public relations: To educate the target customers about the dietary knowledge by

holding at least one health talk every month.

Sales Promotions: To increase 50% no. of sales of FIBE-MINI in June and

December 2012.

6. Strategy Summary

6.1 Segmentation, targeting and positioning

Target Segment Characteristics

Geographic region Hong KongCity Size 7 millions

Density Urban

Demographic age 18-45

Family life cycle Young, no children, single

Gender male and female

Income HKD$10,000 - $30,000 per month

Occupation Professionals and technical, managers, officials

Education College graduate or above

Generation Generation X, Y

Nationality Hong Kong

Social class Middle class to upper class

Occasions Office in commercial area

Psychographic lifestyle Appearance and health orientedPersonality Self disciplined, health conscious

Benefits Healthy

User Status Regular user

Usage rate Light - medium user

Loyalty status Medium to strong

Behavioral characteristicsBusy, long working time

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6.2 Strategic Balance of 3Ps

All strategies of push, pull and profile will be used to reach the objectives.

Push Strategy - It will be used to target the retailers such as the

supermarkets, convenience stores and cafes, they should locate in the

commercial areas which close to target customers working place, so

customer can buy the FIBE-MINI within 15 minutes. Personal selling and

direct marketing will be used to promote the products, persuade buying and

provide support services.

Pull Strategy It will be used to target specific individual customers the

office peoples. Majority of the resources will be used in advertising to

increase awareness and differentiate the brand images from other dietary

supplement, sales promotion will be used to stimulate the sales within short

period of time and attract new customers to try.

Profile Strategy It will be used to target the key stakeholders to build

awareness and relationship with public and media; sponsorship will be used

to develop bonding with Non-Government Organization such as Cancer

Fund and Diabetes HK which help in develop a healthy image.

6.3 Acquisition & retention

In order to acquire more new customers, much effort should put in

informing customers about FIBE-MINI as there are still large proportion of

targeted customers havent know or try it. Rewards to existing customers

such as sending e-coupon to their email and hold activities with them is a

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good way to encourage regular purchase.

6.4 Integration with other communication tools

6.4.1 Push Strategy

This strategy targets on B2B customers but the final objective is to

increase the coverage of the B2C customers which increase the

convenience of customers. The retailers should be selected carefully

which can easily reach our targeted segments the office people, they

can be the supermarket that in commercial areas; or can be a popular

caf that many office peoples go there.

Direct marketing and personal selling

Develop a business buyer database to record their basic information

such as company name, contact and buying record, then make a call or

send email to arrange a meeting to present FIBE-MINI to them,

personal selling needs skillful and experienced sales to communicate,

detail information and interactive service can be provided in the

meeting, so it has a higher successful rate to a business buyer.

6.4.2 Pull Strategy

This strategy targets the individual customers office people, it aims to

inform the new customers and differentiate the brand from other

competitors in customers mind. The key benefit and values of FIBE-

MINI should be told to the targeted audience such as low fat, low

calories, high fiber and calcium which is a healthy snack and helps in

keeping fit; it is produced in Japan and under Otsuka Group that

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customer will perceive a high quality.

Advertising

Newspaper and magazine are the traditional media to place

advertisement, they are useful to disseminate the promotional message

to a large group of audience in short time. Outdoor displays such as

bus shelter ad and MTR ad in commercial districts are chosen to use,

they can remind the busy office people when they are passing by.

Lastly, internet is a very good way to have interactive promotion with

customers; online banner or eDM can use to inform customers about

the new updates of FIBE-MINI or provide customers some healthy

messages. Forum or blog can be a platform for customers to share

their experience on FIBE-MINI which can build relationship with

customers and give a way for the customers to express, incentives such

as online lucky draw and e-coupon redemption can be used to increase

the flow of the blog and forum.

Sales Promotion

Many office people will buy a lot of snacks and store in their office,

design a package which consists of 5 FIBE-MINI in a lower price to

increase the number of sales. Bargain with retailers to put FIBE-MINI

at the eye level on the shelf, point of purchase can help customer to

find it easily. Moreover, sell in a discounted price can only be used

once a half year, this can boost sales in a short period of time.

6.4.3 Profile Strategy

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Public relations

Invite nutritionists and professional doctors to hold health talks and

share the healthy tips to the key stakeholders such as targeted

customers and media. Posters, eDM, update information in the web

site are the promotional tools for the talk, free trial of FIBE-MINI will

be given as a souvenir to the participants. These talks are held

regularly in a monthly basis, relationship can be developed with a

group of health conscious people and some of them will become the

opinion leader and the source of word of mouth.

Sponsorship

Sponsors the sport events that many target customers will participate,

such as marathon and hiking activities which can build a healthy image

and make more people to try FIBE-MINI.

6.5 Overall budget for 3 years

Communication Tools % $2,012 $2,013 $2,014

Direct Marketing 7.5% $150,000 $50,000 $50,000

Personal Selling 15.0% $300,000 $200,000 $150,000

Advertising 40.0% $800,000 $600,000 $500,000

Sales Promotion 5.0% $100,000 $100,000 $50,000

Public Relations 25.0% $500,000 $500,000 $500,000

Sponsorship 7.5% $150,000 $100,000 $100,000

100.0% $2,000,000 $1,550,000 $1,350,000

Advertising and sponsorship shares more than half of the overall budget to reach

the public in the mass market. The budget is the highest in the first year due to

database setup cost of direct marketing; big effort to develop relationship with

business buyer for personal selling; creating a new advertising campaign with big

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media coverage, so the next two years will need lesser cost to maintain it. Public

relations has same budget for the 3 years due to the regular health talk every

month.

7. Gantt chart and overall budget for 1st year

Communication Tools Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Budget

Push

Direct marketing $150,000

Personal selling $300,000

Pull

Advertising - print ad $300,000

Advertising - bus and MTR ad $400,000

Advertising - online ad and eDM $100,000

Sales promotion - POP $20,000

Sales promotion - e-coupon/buy2get 1free $20,000

Sales promotion - $2 cash rebate $60,000

Profile

Public relations - health talks $500,000

Sponsorship - sport activities $150,000

$2,000,000

8. Evaluation of the plan

This part aims to measure the effectiveness of the plan which the communications

objectives are met.

Direct marketing and personal selling are used together to the business buyers,

measure the customer satisfaction level by interviewing the buyers and measuring the

sales increase of B2B account can find out the effectiveness of these tools.

Survey should be done to the target customers before and after the launch of the

advertising, the survey mainly used to gather information on recall, recognition of the

brand and whether they have been seen any of the marketing communications, e.g.

questionnaire, focus group, recognition and recall test. (Gordan, 1992) For the online

advertising, see the response rate on the online forum and blog by checking the

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number of comments left by the customers.

Sales promotion are mainly done in a short period of time, find out the increase of

number of sales and sales amount within that period can reflect the successfulness of

the promotions. Another way to measure is to evaluate the performance of individual

salesperson by using qualitative and quantitative methods, such as the costs and time

versus the sales profits and customer satisfaction level.

Pre and post-test measures of awareness, preference, comprehension and

intentions are a better measure of quality and impact. For the health talk

measurement, the larger number of participants, the more successful the health talks

are.

Count the number of free publicity that reporting the sponsored events which show

FIBE-MINI.

Overall, Financial report can told the overall result of the communications plan

whether the sales and profit are met the objectives, see if the resources are overused or

underused. Moreover, detail research should be made before and after the whole plan

to find out the percentage of target customers who has heard or tried the FIBE-MINI.

9. Referencing:

Centre for Food Safety (2007). Labeling Guidelines On Food Allergens, Food

Addictives. Available from

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http://www.cfs.gov.hk/english/food_leg/food_leg_lgfa.html

[Accessed on 15 Jun 2011]

Centre for Food Safety (2008). Press release Latest Test Results on Melamine,

Available from http://www.cfs.gov.hk/english/press/press_e.html

[Accessed on 15 Jun 2011]

Department of Health, Weight Control

http://www.chp.gov.hk/tc/data/4/10/280/401.html [Accessed on 15 Jun 2011]

Harris, G. (1987) The Implications of Low Involvement Theory for Advertising

Effectiveness, International Journal of Advertising, 6, P.207-221.

Hong Kong Eating Disorder Association

http://www.hedc.med.cuhk.edu.hk/

Leon G. Schiffman and Lesile Lazar Kanuk, (2010) Consumer Behavior, 10 th edition,

Pearson, P.201-203

Survey Report on Dietary Supplement Preference (2009) undertaken by FIBE-MINI

Survey Report on Hong Kong People towards the Dietary Supplements, undertaken

by AC Nielson

Settle, R.B. and Alreck, P. (1989) Reducing buyers sense of risk. Marketing

Communications (January), P.34-40

Stone, R.N. and Gronhaug, K (1993) Perceived Risk: Further Considerations for the

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http://www.cfs.gov.hk/english/food_leg/food_leg_lgfa.htmlhttp://www.cfs.gov.hk/english/press/press_e.htmlhttp://www.chp.gov.hk/tc/data/4/10/280/401.htmlhttp://www.cfs.gov.hk/english/food_leg/food_leg_lgfa.htmlhttp://www.cfs.gov.hk/english/press/press_e.htmlhttp://www.chp.gov.hk/tc/data/4/10/280/401.html


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Marketing Discipline. European Journal of Marketing, 27(3), P.39-50.

10. Internet Sources:

ASANA

http://www.asana.com.hk/ch/terms.php

Fancl House

http://www.fancl.com.sg/

FIBE-MINI

http://www.fibemini.hk/

GNC

http://www.gnc.com/home/index.jsp

Otsuka Pharmaceutical (H.K.) Ltd.

http://www.otsuka.hk/html/eng/ConsumerProducts.asp

11. Bibliography:

Hoffman, K. Douglas & Bateson, John E.G.. (2006) Services Marketing: Concepts,

Strategies, & Cases Thomas South Western

MC Assessment 1 (Fibi Mini)

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