ogs g ood m orning, ogs!!! -07’ m arketing f inal r eport bryant liu 9672501 connie liu 9672505...

OGOGSS

GOOD MORNING, GOOD MORNING, OGS!!!OGS!!!

-07’ MARKETING FINAL REPORT-07’ MARKETING FINAL REPORT

Bryant Liu 9672501

Connie Liu 9672505

Jackent Liu 9662514

Carrel Su 9662521

Ruby Wang 9662537

Danniel Raw 951026

Arthur Chu 961005

AGENDAAGENDA OGSOGS

Gathering InformationMarket AnalysisBrand StrategyCompetitive AnalysisMarketing StrategyChannelsMass Communications

07'Marketing Final Report-OGS

GATHERING INFORMATIONGATHERING INFORMATION

3 Main Groups will buy breakfast-Age20~29 、 Age30~39 and the rest

3 Types of Breakfast Stores - Western Traditional-Yungho soybean Mixing-Convenience Stores

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GATHERING INFORMATIONGATHERING INFORMATION

Business ： 40~80 Billion NTD

Target Revenue ： 7~10 Million NTD Big Business for Breakfast!!

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SCANNING-OGSSCANNING-OGS

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ORGANIC FOODORGANIC FOODVALUE PROPOSITIONVALUE PROPOSITION

Tasting great, providing better nutrition, reducing healthy risks and protecting water resources.

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SATISFACTION & SATISFACTION & CUSTOMER LOYALTYCUSTOMER LOYALTY

Performing “Satisfaction Survey”(quarterly/annually) and building up ”Customer Complaint handling” mechanism.

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HSINCHU CONSUMER HSINCHU CONSUMER POPULATION DISTRIBUTIONPOPULATION DISTRIBUTION

Total 394,757 people in Hsinchu City at the end of 2006. Y:2006

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TARGET GROUPSTARGET GROUPS

3 Major Sub-Markets: Hsinchu Science Park Employees Elementary School Students Hospital Patients

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TARGET GROUPSTARGET GROUPS

There’re around 100,000 employees in Hsinchu Science Park.

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TARGET GROUPSTARGET GROUPS31 Elementary Schools with 35,282 students

Y:200607'Marketing Final Report-OGS

TARGET GROUPSTARGET GROUPS8 Hospitals

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BREAKFAST TYPE DISTRIBUTION BREAKFAST TYPE DISTRIBUTION AND MARKET SEGMENTSAND MARKET SEGMENTS

Convenience Stores

Traditional breakfast stores

Restaurant cars

Fast-food store

Western breakfast stores

Organic Breakfast

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Enlarged the breakfast market,

not from the squeeze of the

other types

Connie Liu,Chief Executive Officer

Danniel Raw,Chief Marketing Officer

Bryant Liu,Sales manager

Carrel Su,Advertising manager

Jackent Liu,Promotion manager

Ruby Wang,Advertising analyst

Arthur Chu,Promotion Analyst

MARKETING MARKETING ORGANIZATIONORGANIZATION

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BRANDINGBRANDINGOGSOGS

Meaning of the name: OrGanic & Sun

Meaning of the color: White Pure & No Pollution Blue Fresh & Nature Yellow Energy & Healthy

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BRANDINGBRANDING

Core Value: Healthy & Delicious

Slogan Low OIL, Low SALT, and More HEALTHY.

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BRANDINGBRANDING

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COMPETITIVE ANALYSISCOMPETITIVE ANALYSIS

Organic food providers surround Science Park and school Competitors provide too many items of foodsCompetitors do not focus on fast- food only

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COMPETITIVE ANALYSISCOMPETITIVE ANALYSIS

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OGS SETTING PRODUCT OGS SETTING PRODUCT STRATEGYSTRATEGY

Fast/high-quality/reasonable/healthyMembership card Material process/

Digital E-frame to display our providers

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DESIGNING AND DESIGNING AND MANAGING SERVICESMANAGING SERVICES

Nutrition meal planSweet Memo cardWeekly/Monthly MenuDrive-through service

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DEVELOPING PRICING DEVELOPING PRICING STRATEGIES AND PROGRAMSSTRATEGIES AND PROGRAMS

Set Menu

Special MenuMenuCertain patients nutritional plan with hospital diagnosis Wholesale channel to hospital / Big community/ internet on-line sale

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MENUMENU

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CHANNELCHANNEL

Substantiation Channel Shop

Virtual Channel Internet 、 Direct Delivery

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SUBSTANTIATION SUBSTANTIATION CHANNELCHANNEL

Simple Shop -- Focus on Direct Delivery, not shop sell.

Only a few tables – Save time from service to delivery.

Fast Food-- Bundled food

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VIRTUAL CHANNELVIRTUAL CHANNEL

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Mass Communications

Objectives:

1. Give potential customers a deep impression about our products

2. Get a good “grade” for the survey to prove the confidence

Methods & Associated Budget:

1. Advertisement

2. Sales Promotions

3. Events

4. Public Survey

07'Marketing Final Report-OGS

Method 1 - Advertisement

1. Post on the “Science-based Industrial Park Life” related websites for a month (Keywords, Ads…etc)

2. Prepare circulars to be sent along with news papers.

3. Sending coupons along with the above medias.

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Method 1 – Advertisement – Associated Budgets

1. Post on the “Science-based Industrial Park Life” related websites for a month (Keywords, Ads…etc)

10,000 NTD (Approx., with buffer)

2. Prepare circulars to be sent along with news papers.

10,000 NTD (Approx., with buffer)

3. Sending coupons along with the above 2 medias.

5,000 NTD (Approx., with buffer)

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Method 2 – Sales Promotion

Set up booths in some companies for sampling promotion for 2 weeks duration.

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Method 3 – Events

Using schools & companies’ parties / occasions to send free products as a sponsor.

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Method 3 – Events – Associated Budgets

Using schools & companies’ parties / occasions to send free products as a sponsor.

20,000 NTD (Approx., with buffer)

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Method 4 – Public Survey

Prepare a format Survey ( on line or on streets ) to know the response of customers

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Method 4 – Public Survey– Associated Budgets

Prepare a format Survey ( on line or on streets ) to know the response of customers

5,000 NTD (Approx., with buffer)

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The 1st new product is organic fruit salad.

The 2nd new product is organic fruit cocktail.

The 3rd new product is organic fruitcake.

NEW MARKET OFFERINGSNEW MARKET OFFERINGS

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SPECIAL THANKS SPECIAL THANKS TOTO

Consultant: Dr. Charles Trappey

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THANK YOU ~THANK YOU ~