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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. Gathering Information Market Analysis Brand Strategy Competitive Analysis

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OGS

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  1. 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

  2. Gathering Information • Market Analysis • Brand Strategy • Competitive Analysis • Marketing Strategy • Channels • Mass Communications AGENDA OGS 07'Marketing Final Report-OGS

  3. 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 GATHERING INFORMATION 07'Marketing Final Report-OGS

  4. Business：40~80 Billion NTD • Target Revenue：7~10 Million NTD • Big Business for Breakfast!! GATHERING INFORMATION 07'Marketing Final Report-OGS

  5. SCANNING-OGS 07'Marketing Final Report-OGS

  6. Tasting great, providing better nutrition, reducing healthy risks and protecting water resources. ORGANIC FOODVALUE PROPOSITION 07'Marketing Final Report-OGS

  7. Performing “Satisfaction Survey”(quarterly/annually) and building up ”Customer Complaint handling” mechanism. SATISFACTION & CUSTOMER LOYALTY 07'Marketing Final Report-OGS

  8. Total 394,757people in Hsinchu City at the end of 2006. Y:2006 HSINCHU CONSUMER POPULATION DISTRIBUTION 07'Marketing Final Report-OGS

  9. 3 Major Sub-Markets: • Hsinchu Science Park Employees • Elementary School Students • Hospital Patients TARGET GROUPS 07'Marketing Final Report-OGS

  10. There’re around 100,000 employees in Hsinchu Science Park. TARGET GROUPS 07'Marketing Final Report-OGS

  11. 31 Elementary Schools with • 35,282students TARGET GROUPS Y:2006 07'Marketing Final Report-OGS

  12. 8 Hospitals TARGET GROUPS 07'Marketing Final Report-OGS

  13. Enlarged the breakfast market, not from the squeeze of the other types BREAKFAST TYPE DISTRIBUTION AND MARKET SEGMENTS Organic Breakfast 07'Marketing Final Report-OGS

  14. MARKETING ORGANIZATION 07'Marketing Final Report-OGS

  15. Meaning of the name: • OrGanic & Sun • Meaning of the color: • White  Pure & No Pollution • Blue  Fresh & Nature • Yellow  Energy & Healthy BRANDING OGS 07'Marketing Final Report-OGS

  16. Branding Core Value: Healthy & Delicious Slogan Low OIL, Low SALT, and More HEALTHY. 07'Marketing Final Report-OGS

  17. Branding 07'Marketing Final Report-OGS

  18. Organic food providers surround • Science Park and school • Competitors provide too many • items of foods • Competitors do not focus on fast- • food only COMPETITIVE ANALYSIS 07'Marketing Final Report-OGS

  19. COMPETITIVE ANALYSIS 07'Marketing Final Report-OGS

  20. 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

  21. Designing and Managing Services Nutrition meal plan Sweet Memo card Weekly/Monthly Menu Drive-through service 07'Marketing Final Report-OGS

  22. 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

  23. Menu 07'Marketing Final Report-OGS

  24. Channel Substantiation Channel Shop Virtual Channel Internet、Direct Delivery 07'Marketing Final Report-OGS

  25. Simple Shop -- Focus on Direct Delivery, not shop sell. • Only a few tables – Save time from service to delivery. • Fast Food-- Bundled food Substantiation Channel 07'Marketing Final Report-OGS

  26. Virtual Channel 07'Marketing Final Report-OGS

  27. Mass Communications • Objectives: • Give potential customers a deep impression about our products • 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

  28. Method 1 - Advertisement Post on the “Science-based Industrial Park Life” related websites for a month (Keywords, Ads…etc) Prepare circulars to be sent along with news papers. Sending coupons along with the above medias. 07'Marketing Final Report-OGS

  29. Method 1 – Advertisement – Associated Budgets 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

  30. Method 2 – Sales Promotion Set up booths in some companies for sampling promotion for 2 weeks duration. 07'Marketing Final Report-OGS

  31. Method 3 – Events Using schools & companies’ parties / occasions to send free products as a sponsor. 07'Marketing Final Report-OGS

  32. 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

  33. Method 4 – Public Survey Prepare a format Survey ( on line or on streets ) to know the response of customers 07'Marketing Final Report-OGS

  34. 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

  35. 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

  36. Consultant: Dr. Charles Trappey SPECIAL THANKS TO 07'Marketing Final Report-OGS

  37. THANK YOU ~

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