Little creatures in japan

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  • 1. Little Creatures in JapanTiago Antonio Ferreira da Silva

2. Profile International Marketing Establish and adjust the Marketing MixOctober,31st 2012 - Perth Western AustraliaDiploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da SilvaNovember,14th 2012 Perth Western Australia 3. Agenda Welcome. Company Overview. Mission, Vision and Value. Japan Culture. Facts and Data. Competitors. Swot Analysis. Pest Analysis. Target Marketing. Marketing Mix. Marketing Strategy. Marketing Campaign . Reference.Diploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 4. WELCOMEDiploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 5. 10Health Benefits of Beer drinking!Diploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 6. 10 1.Strong Bones. 2.Strong Heart. 3.Healthier Kidneys 4.Boosting Brain Health 5.Reduced Cancer Risk 6.Boosting Vitamin Levels 7.Guarding Against Stroke 8.Reduced risk for Diabetes 9.Lower Blood pressure 10. Longer LifeHealth Benefits of Beer drinking!Diploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 7. 10 1.Strong Bones. 2.Strong Heart. 3.Healthier Kidneys 4.Boosting Brain Health 5.Reduced Cancer Risk 6.Boosting Vitamin Levels 7.Guarding Against Stroke 8.Reduced risk for Diabetes 9.Lower Blood pressure 10. Longer LifeHealth Benefits of Beer drinking! M O D E R A T EDiploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 8. Medical approvalTo drink moderately is to drink within the limits set by your Researchers found that people who drank about a pinthealth, the society in which you live and your obligationsof beer a day had a 31 % reduced risk of heart disease.towards your family and friends.Published in the European Journal of Epidemiology, thestudy is an analysis of 16 studies involving more than200,000 participantsSource: The New England Journal of Medicine,2012 Source: European Journal of Epidemiology,2012There is strong evidence that moderate drinkers have a substantially reduced risk of heart attack.Source:American College of Cardiology,2012Diploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 9. HistoryLittle Creatures started on 2000 with friends that had worked together in breweries.Little Creatures is based in Fremantle.A Japanese group called Lion bough Little Creatures by AUD 380 million.2011 Revenue was AUD 70 million.Net Profits AUD 9.2 million (2011).In 2012 AUD 11.6 million.Diploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 10. Mission, Vision & Values Core Business: Little Creatures core business is beer. Vision: Little Creatures aims at making great beer and great communities. Mission: Little Creatures strives to improve organisational performance, customersatisfaction and profitability. Value: Be Passionate. Be Caring and community minded. Share the experience of great beer. Be proud.Diploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 11. HistoryDiploma of Marketing Lecture: Cathy Dalton Staff:300Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 12. Little Creatures portfolioDiploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 13. Map of Japan Area 377 887 square kilometers Diploma of Marketing Lecture: Cathy DaltonTiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 14. Japan Fast facts about Japan Population:127,728,000 Capital: Tokyo: 35,327,000 Area:377,887 square kilometers Language:Japanese Religion:Shinto, Buddhist Currency:Yen Life Expectancy: 81 GDP per Capita:U.S. $28,700 Literacy Percent:99 Head of StateHM Emperor Akihito Head of Government Prime Minister He Mr Yoshihiko Noda Australian exports to Japan: A$46,880 million Australian imports from Japan: A$16,685 million Japans principal export destinations:China, USA, Republic of Korea Japans principal import sourcesChina, USA,AustraliaSource: Japan Statistics Bureau ,2012 Diploma of Marketing Lecture: Cathy DaltonTiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 15. Modern Transportation SystemShinkansen or Bullet train Connects from North to South andEast to West! Source: Japan Metro,2012 300KM/H Diploma of Marketing Lecture: Cathy DaltonTiago Antonio Ferreira da SilvaNovember,14th 2012 Perth Western Australia 16. JapanDiploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 17. Do you know Which are the top 3 most expensivecities in the world?Diploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 18. Do you know Which are the top 3 most expensive cities in theworld?123Diploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 19. Do you know Which are the top 3 most expensive cities in theworld? Osaka,Japan123Diploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 20. Do you know Which are the top 3 most expensive cities in theworld? Luanda,Angola Osaka,Japan123Diploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 21. The top 3 most expensive city inthe world is Tokyo, Japan Luanda, AngolaOsaka, Japan123 Source:Mercer,2012Diploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 22. Rank 2012Rank 2011 CityCountry 1 2TokyoJapan 21 Luanda AngolaThe top 50 most 3 6OsakaJapan 4 4Moscow Russiaexpensive city in the5 6 5 7GenevaZurich Switzerland Switzerlandworld is6 8 8 3SingaporeNDjamena Singapore Chad 9 9Hong KongHong Kong10 11 Nagoya Japan11 14 Sydney Australia12 10 So PauloBrazil13 12 Rio de Janeiro Brazil14 16 Bern Switzerland15 21 MelbourneAustralia16 21 Shanghai China17 20 BeijingChina18 15 Oslo Norway19 30 PerthAustralia20 12 Libreville Gabon21 17 Copenhagen Denmark22 19 SeoulSouth Korea23 34 Canberra Australia24 31 Brisbane Australia25 18 London UK26 44 Khartoum Sudan27 46 Adelaide Australia28 29 St. Petersburg Russia29 51 CaracasVenezuela30 43 Shenzhen China Source:Mercer,2012Diploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 23. Source: Mercer,2012Diploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 24. Source: Mercer,2012Diploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 25. Do you know what happen when a Japanese person drink a few beers?Diploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 26. Source: Takahito Nishiama in Costume Party Perth,2012Diploma of Marketing Lecture: Cathy DaltonTiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 27. FACTS & DATASDiploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 28. Why the Japanese market would bea friendly market? Japanese Dream Beer Survey,2011 Source: Japan Dream Beer Survey,2011Diploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da SilvaNovember,14th 2012 Perth Western Australia 29. Worlds beerproduction China is the first beer producer inthe world with 25.1 MillionKilolitres. Followed by USA with 23.08Million Kilolitres. Together China and USA have33% of the world production. Source:Kirin,2011 Japan is the sixth beer producerwith 6.53 million kilolitres.Diploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 30. Key HighlightsThe earthquake and Tsunami in March,2011 impacted at leading domestic brewers.The beer flavoured soft drinks phenomenon also impacted upon beer consumption.Imported new beer is expected to remain one of the key competitors to domestic beer.Beer imports recorded strong growth due to low prices. Diploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 31. Current Trends Hot summers. Possibility of acquiring an imported beer at a lower price. High value of the yen. Change in consumer needs for drinks with lower alcohol levels. Beer is becoming more popular, whether for domestic or imported product. The novelty and fashion of imported beers has increased. The Japanese trend market for beers is growing in dry beers segment. Source:Weather.com,2012Diploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 32. Who drinks more? In JapanSource: Europe Breweries,2012 70%of the alcoholsold is Beer! Diploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 33. r ?beea rd f fo atoe 17 t akitsdoegl onSource: UBS, Swiss bank,2012 ow H Two analysis: 1.Good wages 2.Price of beersDiploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da SilvaNovember,14th 2012 Perth Western Australia 34. is of beer .88% 16% of k by ! drun sumers con 12 v,20mbe c e: A SourDiploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 35. Tokyos Workforce Source: Statistics Bureau, Ministry of Internal Affairs and Communications; Population Census, 2012 Diploma of Marketing Lecture: Cathy DaltonTiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 36. Salary in Tokyo Source: Statistics Bureau, Ministry of Internal Affairs and Communications; Population Census, 2012Diploma of Marketing Lecture: Cathy DaltonTiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 37. Demographic data Source: Statistics Bureau, Ministry of Internal Affairs and Communications; Population Census, 2012 Diploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da SilvaNovember,14th 2012 Perth Western Australia 38. COMPETITORSDiploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 39. Position of competitorsby brand in Japan,2011 Market Share % Source: Statistics Japan, 2012Diploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da SilvaNovember,14th 2012 Perth Western Australia 40. High price Perceptual map high qualityLow quality Low price Diploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 41. High price Perceptual map high qualityLow quality Low price Diploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 42. Diploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 43. ANALYSISDiploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 44. P E S T Analysis Diploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 45. Law Prohibiting Minors from DrinkingThis law, first enacted in 1922Article 11. Persons under 20 years of age must not consume beverage alcohol.2. When persons with parental rights or persons acting as guardians in place of parents learnthat minors are drinking beverage alcohol, they must stop such consumption.3. Enterprises involved in selling or giving beverage alcohol must not do so if they learn thatthese beverages are to be consumed by persons under 20 years of age.4. Enterprises selling or giving beverage alcohol are required to confirm the age of consumersand take other measures necessary to prevent alcohol intake by persons under 20 years ofage.Article 2Beverage alcohol or containers of alcohol possessed by persons under 20 years of age for thepurpose of consumption may be subject to the necessary measures, such as confiscation ordisposal, based on administrative decisions. Source: Japan Constitution, 2012Diploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da SilvaNovember,14th 2012 Perth Western Australia 46. P E S T Analysis Diploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 47. SWOT Analysis Diploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 48. Target MarketingWho is Little Creatures targeted at? Diploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 49. Target MarketingWho is Little Creatures targeted at? Diploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 50. Target Marketing Consumer Actions: To drink beers with friends in PUBS and Restaurants. Brand: transmit credibility, security and confidence.Tokyo, Japan Loyalty: High probability in drinking the favourite brand in the future. User status: Usual drink at least 2 times per week.Customer Values:Gender: Male and FemaleFriendship, family and work.Age:20 to 45Attitudes:Status Marriage: Single Courage and Pleasure.Education: Graduate andLife Style: UndergraduateEntertainment, fun and freedom. Occupation: Tertiary IndustryIncome: 2194 YPopulation:13 mil Diploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da SilvaNovember,14th 2012 Perth Western Australia 51. Target MarketingGender: Male and FemaleAge:20 to 45Status Marriage: SingleEducation: Graduate andUndergraduateOccupation: Tertiary IndustryIncome: 2194 YPopulation:13 mil Diploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da SilvaNovember,14th 2012 Perth Western Australia 52. Target Marketing Consumer Actions: To drink beers with friends in PUBS and Restaurants. Brand: transmit credibility, security and confidence. Loyalty: High probability in drinking the favourite brand in the future. User status: Usual drink at least 2 times per week.Customer Values:Friendship, family and work.Attitudes: Courage and Pleasure.Life Style:Entertainment, fun and freedom. Diploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 53. MARKETING STRATEGYDiploma of Marketing Lecture: Cathy Dalton Tiago Antonio Ferreira da Silva November,14th 2012 Perth Western Australia 54. Marketing Strategy Diploma of Marketing Lecture: Cathy Dal...