Transcript OGS

OGS
GOOD MORNING, OGS!!!
-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
AGENDA
OGS
Gathering
Information
Market Analysis
Brand Strategy
Competitive Analysis
Marketing Strategy
Channels
Mass Communications
07'Marketing Final Report-OGS
GATHERING
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
07'Marketing Final Report-OGS
GATHERING
INFORMATION
Business：40~80
Billion NTD
Target Revenue：7~10 Million NTD
Big Business for Breakfast!!
07'Marketing Final Report-OGS
SCANNING-OGS
07'Marketing Final Report-OGS
ORGANIC FOOD
VALUE PROPOSITION
Tasting
great, providing better
nutrition, reducing healthy risks
and protecting water resources.
07'Marketing Final Report-OGS
SATISFACTION &
CUSTOMER LOYALTY
Performing
“Satisfaction
Survey”(quarterly/annually) and
building up ”Customer
Complaint handling” mechanism.
07'Marketing Final Report-OGS
HSINCHU CONSUMER
POPULATION DISTRIBUTION
Total
394,757 people in Hsinchu
City at the end of 2006.
Y:2006
07'Marketing Final Report-OGS
TARGET GROUPS
3
Major Sub-Markets:
Hsinchu Science Park Employees
Elementary School Students
Hospital Patients
07'Marketing Final Report-OGS
TARGET GROUPS
There’re around 100,000 employees
in Hsinchu Science Park.

07'Marketing Final Report-OGS
TARGET GROUPS
31
Elementary Schools with
35,282 students
Y:2006
07'Marketing Final Report-OGS
TARGET GROUPS
8
Hospitals
07'Marketing Final Report-OGS
BREAKFAST TYPE
DISTRIBUTION AND MARKET
SEGMENTS
Convenience Stores
Traditional breakfast stores
Restaurant cars
Fast-food store
Enlarged the
breakfast market,
not from the
squeeze of the
other types
Western breakfast stores
Organic Breakfast
07'Marketing Final Report-OGS
MARKETING
ORGANIZATION
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
07'Marketing Final Report-OGS
BRANDING
OGS
Meaning
of the name:
OrGanic & Sun
Meaning
of the color:
White  Pure & No Pollution
Blue  Fresh & Nature
Yellow  Energy & Healthy
07'Marketing Final Report-OGS
BRANDING
Core
Value:
Healthy & Delicious
Slogan
Low OIL, Low SALT, and
More HEALTHY.
07'Marketing Final Report-OGS
BRANDING
Healthy
Food
OGS
Reasonable
Price
Convenient
Order
07'Marketing Final Report-OGS
COMPETITIVE ANALYSIS
Organic
food providers surround
Science Park and school
Competitors provide too many
items of foods
Competitors do not focus on fastfood only
07'Marketing Final Report-OGS
COMPETITIVE ANALYSIS
07'Marketing Final Report-OGS
OGS SETTING PRODUCT
STRATEGY
Fast/high-quality/reasonable/healthy
Membership
card
Material process/
Digital
E-frame to display our
providers
07'Marketing Final Report-OGS
DESIGNING AND
MANAGING SERVICES
Nutrition
meal plan
Sweet Memo card
Weekly/Monthly Menu
Drive-through service
07'Marketing Final Report-OGS
DEVELOPING PRICING
STRATEGIES AND PROGRAMS
Set
Menu
Special Menu
Certain patients nutritional plan
with hospital diagnosis
Wholesale channel to hospital /
Big community/ internet on-line
sale
07'Marketing Final Report-OGS
MENU
07'Marketing Final Report-OGS
CHANNEL
Substantiation
Channel
Shop
Virtual
Channel
Internet、Direct Delivery
07'Marketing Final Report-OGS
SUBSTANTIATION CHANNEL
Simple
Shop -- Focus
on Direct Delivery, not
shop sell.
Only
a few tables –
Save time from service
to delivery.
Fast
Food-- Bundled
food
07'Marketing Final Report-OGS
VIRTUAL CHANNEL
Orders from
Internet、
Fax、
Telephone
Direct Delivery
to
Hospital、
School、
Company
Fresh Material
from Organic
Farm
07'Marketing Final Report-OGS
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.
07'Marketing Final Report-OGS
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)
07'Marketing Final Report-OGS
Method 2 – Sales Promotion
Set up booths in some companies
for sampling promotion for 2
weeks duration.
07'Marketing Final Report-OGS
Method 3 – Events
Using schools & companies’
parties / occasions to send free
products as a sponsor.
07'Marketing Final Report-OGS
Method 3 – Events – Associated Budgets
Using schools & companies’
parties / occasions to send
free products as a sponsor.
 20,000 NTD (Approx., with buffer)
07'Marketing Final Report-OGS
Method 4 – Public Survey
Prepare a format Survey ( on
line or on streets ) to know the
response of customers
07'Marketing Final Report-OGS
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)
07'Marketing Final Report-OGS
NEW MARKET OFFERINGS
The
1st new product is organic
fruit salad.
The
2nd new product is organic
fruit cocktail.
The
3rd new product
is organic fruitcake.
07'Marketing Final Report-OGS
SPECIAL THANKS TO
Consultant: Dr. Charles Trappey
07'Marketing Final Report-OGS