chocri goes japan, ppt

Thèmes abordés

Chocolate brand chocri expend its market to japan

Résumé du document

ppt: analysis of japanease market for chocri (german chocolate brand) and its possibilities to make business there

Extraits

[...] Product Information Acquisition only online! [...]

[...] Chocri goes Japan The simplicity of innovation Group Members: Wibke Laier Laurie Vignaud Monika Erbenova Benjamin Hubijar Content Structure Product/brand information PEST analysis SWOT analysis Mode of Entry The Marketing Plan Marketing objectives Product Policy Promotion Mix Distribution Channel Price Strategy Product Information Chocri is an individual, customized and personalized chocolate which makes the product exclusive. [...]

[...] Transportation costs Price Policy Directly paid by the customer Dependent on the number of bars ordered Transportation fee added to the price of bars at the end of the customization process Special package ensuring the chocolate does not break Fast delivery (less than 14 days), additional fee of 2.90 Euro ( 350 Yen). [...]

[...] (website) Gift character very important Special offers for business clients & shops Product Information Purchasing Process - example First step: - Choice of chocolate sort Second step - Assortment of ingredients PEST Analysis Economical aspects Political (legal) aspects environmental Macrofactors Social Environment Technology Considerations Political aspects Constitutional monarchy No signs for wars, terroristic danger or a change of state regime Laws: Competition law Food Sanitation Act Handbook for Consumer Products Import Regulations Consumer Basic Act Consumer rights Low corruption Economical aspects 3rd largest economy in the world after USA and China GDP per capita $32,600 in 2009 High disposable income and purchasing power Member of the World Trade Organization (WTO) Strongly hit by the crisis Deflation: Income inequality Economical aspects Taxes: Tax reform every year Taxes are expected to grow Relatively low incidence of customs duties Non-tariff barriers & Floating exchange rate Social Environment 10th most populated country in the world: 128 million inhabitants Labor force: 65.93 million people Unemployment rate: in 2009 One of the highest standard of living in the world Chocolate in Japan: - Not a traditional food - Small portion of the global chocolate market Social Environment Gift culture Social duty and obligation, form of social communication Chocri could be successful– it is a highquality and authentic product Occasions: Valentine´s Day White Day Hofstede: Collective nation High degree of group cohesion Culture with the highest index of masculinity Social Environment Average size of a Japanese family is only between 3 and 4people - Family relations are widespread and family life has a high value - Population is getting older Preference for healthy food Technology Considerations 2nd most technologically powerful economy in the world after USA High rate of innovativeness Expenditures for research and developing reached GDP More than 90 million internet users Good transportation conditions SWOT Analysis Strengths - Simple idea, through customization - High quality product - Customized present are fashionable - Special services for companies - Ritter Sport is present in Japan (knowledge sharing) - Following fair trade policy Weaknesses - Strong competition into chocolate market - Long time distance from ordering and receiving Suspicion (no POS or sample) - High substitutability level (normal chocolate) Opportunities - Chocolate import increase - Long term consumption increase - Trend towards high quality food - Competitors' products are expensive - Japanese demand western luxury products Threats - Strict laws about food import - Financial crisis affects impulse product consumption - Customs duty high - Media control the food market - Cocoa price increase - Totally different tastes from Japanese people (adaption of ingredients) needed - Strong local, established competitors Mode of entry Chosen mode: direct export Reasons & Arguments: - Limited Budget (Chocri = SME) - Acting independently of other parties - Potentially higher profits - Close contact to end-consumers (direct sales) - Long term view: Local production as an option Segmentation and Target Group Marketing Objectives Establish Chocri as a high quality brand Social status and innovation Aim: target consumers who value innovation & can afford premium, luxury products VALS analysis Tight segment based on preferences and habits Key consumer attributes: primary motivation and attitudes about social change Marketing Objectives Targeting Strategy Differentiated approach Enter segments with the same product but with a different communication of the benefits Ryoshiki Innovators: importance of making your family happy Self Innovators and Integrators: communicate social status of buying premium chocolate Marketing Objectives Positioning Core component Product Policy High degree of customization Create up to 10 billion different bars 4 kinds of chocolate (white, milk, dark, white and milk chocolate combination) 5 different toppings out of more than 100 possible Chocri difficult to pronoune しょくり can be easily pronounced and kept in mind Brand: しょくり Packaging component Product Policy Limited degree of customization Can name your bar Hidden message under the bar Special delivery package which ensures that the chocolate does not break on its way to the customer Packaging component Product Policy Packaging embellished Customization of hidden message Choose the color of the box (black, green, white, blue, red) Customization of delivery package (color and message) Service component Product Policy Website very intuitive Can easily add and remove ingredients Detailed description + pictures Clear accumulation of the price Pre-created combinations Service component Product Policy Adaptations Language and currency Gift voucher of 1000 yen in case of delay (>14days) High speed delivery option Newsletter Transportation costs Price Policy Collaboration with Deutsche Post Estimated time of delivery is 14 days Shelf life of 6 months long. [...]

[...] Creation of the chocolate out of 100 toppings with several ingredients up to 10 billion variations. [...]