SITUATION ANALYSIS Company Analysis: Setsukodomo Co.,ltd is specialized in inventing a new way of repelling the mosquitoes since we have been introduced many different kinds of mosquitoes repellent to the market such as coils, mats, sprays, cream, etc. After have been introducing our various products to the market for 30 years, we found that we have gained most sales and profits from the mosquitoes repellent spray which consumers agreed that it is convenient to carry around, according to the latest campaign for our mosquitoes repellent spray. Thus, with a newly developed technology, we have came up with new mosquitoes repellent product named “Mozto” which is even more convenient and portable for everyone. MISSION
– Setsukodomo comforts your day by protecting you from severe diseases.
OBJECTIVE – We professionally provide mosquitoes repellent product, which effectively protect you from any mosquitoes, and insects that could lead you to many severe diseases.
Consumer Analysis: Since our major sales and profits are from the product used individually, our major consumers are anyone who would like to conveniently carry our product around with them in their everyday life. In one product line, we provided various choices for different groups of people so that it could reach everyone in various group of ages. It is a human’s instinct that they are afraid of being infected by severe diseases and make ultimate effort to protect them from the infection. But the products that are being distributed, nowadays, in the market might not perfectly fit consumer’s lifestyle. Therefore, our newly invented product, Mozto could be one of the best choices for our customers. Our environmentally friendly mosquito repellent is mainly for educated teenagers between 18-25 years old who love to try new fashionable stuffs. As it barely has competitors in the market, it is an opportunity for our company to be the first to reach our customers and be in customers’ mind.
Market Analysis: As our product is light, easy to use and non-toxic and liquid using in the product, we can make sure that our product is suitable with anybody. Therefore, we also aimed to expand our market globally in order to gain more awareness from people all over the world, starting from South East Asia, which could be considered to be a tropical region where the mosquitoes and insects live flourishingly. Since this is the first mosquito repellent with highly technological process in finalizing the product, in order to expand the market from country to country, the product will definitely assure the authorities and government sectors who need to be in charge of this new technological invented product.
Product Analysis: MOZTO is a newly invented mosquito repellent overcoming predecessor like coils, mats, vaporizers, aerosols, sprays or creams. Mozto could fit the lifestyle especially for those who are outgoing and would love to purchase practical product with the size of a sporty watch in various colors. Moreover, we offer it with a reasonable price, lightweight, fashionable color. With its light weight and modest size, it could be use as one of the accessories which users could wear it as a watch, put it around their neck as a necklace or hang it with their belt loop, bag strap, etc. With the technology, Mozto could effectively protect user from being harmed by mosquito within 1 radiant meter. Customers could purchase “Mozto” from any retail stores or department stores, or customers could even order our product directly from our website. Our product, Mozto, will work effectively to protect you from the infection, which will make your day become brighter and happier without any annoying of mosquitoes.
SWOT Analysis Strength 1. It is convenient due to its product features which are no toxic and liquid compound, not smelly nor sticky, and water proof. 2. It is suitable for all gender. 3. It is portable due to its product feature which is light weight. 4. It is fashionable due to its style and character which can be used as a wrist band, necklace, or other accessories. 5. It is not harmful human or pets because of the frequency technology. 6. It is reusable.
Weakness 1. The format and design can be easily copied. 2. It does not preserve environment because of battery using. 3. It has not been reliable among the customers yet due to the company is new. 4. The product is a little big for some people. 5. The product’s strap is made from fabric, it is east to get dirty. 6. The price is quite comparing to the other mosquito repellants.
Opportunities 1. A high demand of mosquito repellant in Thailand due to the Thai tropical climate makes mosquitoes grow faster. 2. There is no similar product in Thailand yet. 3. There are a number of people who dissatisfy with the current mosquito repellant product such as a lotion and spray. 4. As Thai community become more high-tech, people tend to seek the innovative daily product to make life easier.
Thread 1. Thailand has many black markets which sell many imitated products, and the copyright law in Thailand has not highly restricted, so the product can be possibly and easily copied.
2. Thai economy has become a recession period for a while, so people might not buy the product if it is not necessary for them.
DEFINE TARKET MARKET Target Segmentation 1. Demographic segmentation Age: We divided target into two groups, primary and secondary. The primary group includes people age ranging from18 to 25. This group is university students and first jobbers who are enthusiastic for the new and chic items. The secondary group involves kids, working adults, and seniors. This group seems to be interested in our product but may not have instant purchase. Marital status: The primary group is single whereas the secondary could be either people who have already married or still single. Education: Mozto mainly targets the consumer who is at least in high school period. They are aware enough to be able to logically realize how different and how better Mozto is among other kinds of mosquito repellents in the market. Gender: Both male and female. Income: No less than 10000 baht per month or higher. Mozto is not too expensive but still, it is not considered cheap. Moreover, mosquito repellent is not listed as the basic needs for people therefore ones who have less income than 10000 baht per month might not be able to afford it. Or even if they do, they might feel like Mozto is too expensive compared to their monthly income. Occupation: The primary group contains of students, early graduated, and first jobbers. The secondary group contains of children, elder people, family man, and etc.
2. Behavioral segmentation We also divided our target consumer based on their behavior and life style. People who are fond of practical items that are convenient, light in weight, durable, significantly benefits of being well-protected users from the mosquitoes. Mozto can also be used in variety of occasions such as camping, outdoors activities, daily activities and so on.
3. Psychographic segmentation Mozto is a new innovation that serves people new experience of a mosquito repellent. The company aims at the people who are afraid of mosquito bites and are allergic to mosquito. Furthermore, we also target the people who are aware of the diseases that come with mosquito such as malaria, dengue fever, and so on. We realized that lots of people these days think that mosquitoes are not just irritating but also dangerous therefore we also provide solution to their concern.
Target market The target audiences of Mozto can be classified into two main groups, primary group and secondary group.
1. Primary group Our primary market group is the group of people from the college students to early working employees, generally between the age of 18 to 25 years old. They often hangout with friends or co-workers at outdoor restaurants and cafe, therefore, they risk facing mosquitoes in the open air. They are the perfect target group of Mozto because they spend a lot of time exposing in the open area. These young adults are also open to the new innovation, love the unique products with new designs and love to explore new products.
2. Secondary group The secondary market group of Mozto belongs to families that love outdoor activities. Outdoor activities such as hiking, mountain biking, cliff climbing, and going to beaches run a lot of risk in facing mosquitoes. Since mosquitoes carry many diseases such as malaria and
dengue fever, most parents will be happy to spend little extra money to make sure that their children are well protected.
OBJECTIVE 1. To introduce the new product to the market. 2. To draw to public attention 3. To increase sales revenue by 20,000 pieces of products per months. 4. To increase trial and repurchase 5. To reinforce the brand image 6. To be a top of mind when the customers think about a non-chemical mosquito repellent
MARKETING COMMUNICATION CAMPAIGN Strategy The marketing communication plan will be separated into 3 phases; 1. May 2010 – August 2010
: To introduce the product to the market
2. September 2010 – December 2010
: To increase sale volume
3. January 2011 – April 2010
; To remind the customer
There are three strategies for Mozto marketing communication campaign. 1st phase strategy: Unique selling proposition (1st phrase) According to Mozto, the mosquito repellant wristband, is a new product to the repellant marketing in Thailand and its unique characteristic, pointing out the benefits whoch consumer will gain form the product is considerably practical. 2nd phase strategy: Event marketing and sales promotion
Once the customer are informed about the benefit of the product, mozto will call for their action by lunching the sales promotion to motivate the prospect’s decision making, and implement the event marketing plan to create more channel to sell the products. 3rd phase strategy: Brand value strategy Only the product benefit might gain audience attention, but it might not effective for the long period of time, that is why adding the value to the product should be used to change the prospect’s attitude and call to their action. In particular, when some one value something, they will have higher involvement with it. Likewise, adding the value to the product can possibly create brand loyalty and tend to buy the product in a long term.
Big idea
“Mozto, no more mosquitoes”
Tactics Objective
Strategy
Tools
To introduce the brand to the market.
Create brand awareness
Advertising
Media
Implementation
Timing
TV
Spot TVC 30 sec. on the BTS
May – Aug 2011
Magazine
News announcement print ads, published in CLEO, Health, Slimming, Travel Radio spot broadcasted in 102.5, 95.5, 94, 94.50,106.5 Poster in the BTS cabin
May – Aug 2011
Radio
Out of home
May – Jul 2011
May – Aug 2011
Internet
Banner (product fact & Offical site URL) on Pantip, Kapook, Sanook
May – Aug 2011
Mozto official site Providing the product feature and general information. TVC 30 sec on www.youtube.com
May 2011– Apr 2012
Webboard in Pantip, Kapook, Sanook informing about the product lunching. Brochures distributed at the event and press conference “Bon Voyage Mosquitoes” event Press conference and fashion show Buy 1 product get specialties: various style of necklace and wrist strap. Ambient on the bus
May – Aug 2011
Out of home
Poster on the BTS door
Sep – Dec 2011
Sale promotion
P.O.P
P.O.P TV on shelf
Jun – Aug 2011
PR
Internet
Sending newsletters to inform the prospect about the upcoming sales promotion and
May 2011– April 2012
PR
Internet
Event
To bring to public attention
Create buzz
Sales promotion
In-store demonstration
Advertising
Ambient
May – Oct 2011
May 2011
May 2011
May – Jun 2011
June – Nov 2011
events.
- To increase sale revenue to be 20,000 pieces of products per months.
- To increase trial and repurchase
Create desire
Sales promotion
P.O.P on shelf
Buy 2 get 1 30%off Sep 2011
Sweepstake
Sweepstake the part of packages to win an iphone.
Nov – Dec 2011
Advertising
Internet
Aug – Sep 2011
Event marketing
Road show
Banner showing “Buy 2 get 1 30%off” Pantip, Kapook, Sanook, top supermarket, Watson, and boots. Road shows on “Loy kra tong” festival at TU, CU, ABAC, MU, KU, KMITL, SU Road show at ‘Big Mountain concert’ Kao yai
-Advertorial: problem solving strategy Both are going to be published in CLEO, Health, Slimming, travel Tie-in informing the prospect as to the Road show and sales promotion. The channels are Chae-tae-chao, and Kai kui tui kia.
Sep 2011– Dec 2012
Advertising
Magazine
Radio
Nov 2011
Dec 2011
Oct – Dec 2011
TV
- To reinforce the brand image
- To be a top of mind when the customer think about a nonchemical mosquito repellant
Adding Packaging value to the product
Remind the Advertising customer about the product.
PR
Packaging
Tie-in informing the prospect as to the Road show and sales promotion.The channeld are Talad-sod snam-pao, woody-kerd – makui. Valentine’s limited edition 1,000 pieces
Jan - Feb 2012
Internet
Banner showing the limited edition period
Jan – Feb 2012
Magazine
-Advertorial: Talking head which will be published in CLEO, Health, Slimming, Trip, Instyle, Seventeen, A day.
Jan 2011 – Apr 2012
TV
Product placement in -Pen-tor -Nuer-ku-yak-ruwa-krai - Bang-ruk-soi-kao -Navigator
Jan – Apr 2012
P.O.P
P.O.P on the floor
Jan – Feb 2011
Internet
Facebook page Facebook group
May 2011– Apr 2012
May 2011 – Apr 2012
Implementation and action Above the line 1.
TVC
Creative implementation (story board)
Media implemention Show in the BTS A spot TVC 30 second which will be showing on the BTS, so the prospect who take BTS will be informed.
Post in youtube Posting the TV spot 30 second on youtube site. The reason for that is because, currently, Youtube is a popular channel that our prospects frequently consume and can be broadcast in a low cost, but widely accessible.
2.
Magazine
Creative implementation News announcement
Advertorial: Problem solving
Advertorial: Talking head
Media implementation CLEO, travel, Slimming and health
3.
Radio
Creative implementation Radio spot Radio spot script “Are you sick of mosquitoes? spending huge amount of money on lotion enriching your skin and then end up with greasy anti-mosquitoes lotion. Even worse you risk yourself staying in a lit coil of mosquito repellent and breathe it How about your own health? Is it worth it? Why don’t you turn yourself to Mosto. With mosto you will need no lotion on your skin, no smoke harming your body. Protect you from this dengue fever carrier by simply put this device on your hand wrist and you will forget how annoy mosquitoes could be. It is time to say bon voyage to your uninvited guests.” Tie-in
Media implementation Radio spot: 102.5, 95.5, 94.00, 94.50, 106.5 Tie-in: Cha tae chao, Chao pong show pao 4.
Ambient
Creative implementation Cover of the bus
Media implementation On the bus (vehicle) 5.
Out of home
Creative implementation Poster informing the product’s benefit. Media implementation BTS door Poster on in BTS
6.
Internet
Creative implementation Spot TVC 30 sec (Mentioned in the advertising section) Interactive youtube VDO Youtube interactive VDO allows the viewers to click on the clip and choose the alternatives, which will result in different ways in the next scene.
Banner: product feature, showing the sales promotion, Valentine’s limited edition news
Media implementation Youtube: Spot TVC and Interactive VDO Banner: Mosto offical site, Pantip, Kapook, Sanook, Lonely planet
7.
Product placement
Creative implementation Put the product to the prospect lifestyle by placing the Mozto repellant wristband in the sitcom. Media implementation Sitcom such as Pen-tor, Nuer-ku-yak-ru-wa-krai, Bang-rak-soi-kao, Navigator
8.
Tie-in
Creative implementation Put the product to the prospect lifestyle by adding the Mozto repellant wristband characteristic in the talk show program. Media implementation Wooddy Kerd ma kui
Below the line 1. Brochure Creative implementation Putting the picture of the product, product feature, and its instruction on the brochure.
Front
Back
Media implementation Distribute the brochure at the Bon Voyage mosquitoes event, road show, and in-store demonstration. 2. Event “Bon Voyage Mosquitoes” Creative implementation The press conference to inform the public as to the product features, background, Company’s objectives, etc. Fashion show to illustrate the product features on the real person, and their lifestyle. Media implementation Location: Central world Invited media: Newspaper; Thairath, Matichon, Manager, Daily news, Bangkok post, The nation. Magazine: Cleo, slimimng and health, trip, Instyle, Seventeen, A day.
3. Road show
Creative implementation A small booth that demonstrates product features and sale the product. Media implementation Outdoor concert like the Big Mountain concert, where lots of our prospect will possibly join.
Loykratong festival at the target group’s universities which are Thammasat university, Kasetsart university, Chula longkorn university, Mahidol university, Silapakorn university, Assumption university of Thailand(ABAC) 4. Internet Mozto official site
a. contains the information about the product, news about the event and sales promotion b. Online sale: the customer can order the product online. c. The web board that allows customer to interact with each other and the company
d. TVC like in youtube e. Offer a free membership in order to get the customer’s information, which can possibly be our prospect in the future. f. Banner g. Black berry Barcode h. Facebook group link i. Twitter link Facebook page
Newsletter These newletters will be sent via sms or email to inform the customers as to the upcoming events and sale promotions. Additionally, this can be another way to create the relationship between the company and the customers. *Notice: the customer contact information will be collected by the online membership registration in Mozto official website. Webboard Create a webboard in the website that the prospect usually visit. For example, sanook, kapook, and pantip.
Sale promotion 1. P.O.P (Point-of-purchase) Creative implementation TV shelf display Floor display Shelf display
Media implementation Top supermarket Watson Boots 2. In-store demonstration Creative implementation Set a small booth included a spokesperson who inform the prospect as to the product feature and open a chance for prospects to try out the product and can buy at the booth as well. Buy 1 get additional strip for the product.
Media implementation Top supermarket, Watson, Boots 3. Price reduction Creative implementation Buy 2 get 1 30% off
Media implementation: Informing this news through Banner P.O.P Newsletter, Facebook, Twitter, and, Mozto official website 4. Sweepstakes Creative implementation Conduct a sweepstake that the customer have to cut the part of product package, then write their name and send it back to the company. One the 23rd of December, the company will draw the entrants’ names. The rewards are two I phone 4
Media implementation: Informing this news through Newsletter via sms and email, Facebook, Twitter, and Mozto official website 5. Valentine’s limited edition Creative implementation Launch 1,000 pieces of the Valentine’s Mozto limited edition Media implementation: Informing this news through Banner Newsletter, Facebook, Twitter, and Mozto official website
BUDGET Advertising TVC • Production cost
270,000
Baht
Magazine • Inside page
454,000
Baht
Radio • Spot
1,200,000
Baht
•
102,000
Baht
Online • Banner on other websites
1,310,000
Baht
Out of home • Ambient on bus
870,000
Baht
•
Tie-in
BTS -
TVC
750,000
Baht
-
Inside
540,000
Baht
Point of purchase • At shelf
35,500
Baht
21,000
Baht
330,000
Baht
300,000
Baht
Total
6,182,500
Baht
Total
870,000 546,000 1,416,000
Baht Baht Baht
Total
51,900 Baht 51,900 Baht
Net cost
7,650,400
•
Sticker on floor
Other • Product placement on TV program •
Tie-in TV program
Public Relation Event Road shows Sale promotion Sweepstake
Baht
EVALUATION Measure a number of twitter follower, facebook group member, online member ship in the Mozto official site database, and the webboard. Measure the sale volume and sale revenue month by month basis Measure a number of package that the customer send to a company for the sweepstake contest. Conduct a qualitative interview of 1,000 prospect and observe the perception of the prospect towards Mozto brand. Interview the prospect and measure how many people think of ‘Mozto’ when talking about a non-chemical mosquito repellant.