Download ppt - Little creatures in japan

Transcript
Page 1: Little creatures in japan

Little Creatures in Japan

Tiago Antonio Ferreira da Silva

Page 2: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Profile International MarketingEstablish and adjust the Marketing Mix

October,31st 2012 - Perth Western Australia

Page 3: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

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.

Page 4: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

WELCOME

Page 5: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

10Health Benefits of Beer drinking!

Page 6: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

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 Life10Health Benefits of Beer drinking!

Page 7: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

M – O – D – E – R – A – T – E

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 Life10Health Benefits of Beer drinking!

Page 8: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Medical approval

“‘To drink moderately is to drink within the limits set by your health, the society in which you live and your obligations towards your family and friends’.

“Researchers found that people who drank about a pint of beer a day had a 31 % reduced risk of heart disease”.

Published in the European Journal of Epidemiology, the study is an analysis of 16 studies involving more than 200,000 participants

Source: The New England Journal of Medicine,2012 Source: European Journal of Epidemiology,2012

‘”There is strong evidence that moderate drinkers have a

substantially reduced risk of heart attack’.”

Source:American College of Cardiology,2012

Page 9: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

History

• Little 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.

Page 10: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

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, customer

satisfaction and profitability.

Value:Be Passionate.Be Caring and community minded.Share the experience of great beer.Be proud.

Page 11: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

History

Staff: 300

Page 12: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Little Creatures’ portfolio

Page 13: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Map of Japan

Area 377 887 square kilometers

Page 14: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Japan

Fast facts about JapanPopulation: 127,728,000Capital: Tokyo: 35,327,000Area: 377,887 square kilometersLanguage: JapaneseReligion: Shinto, BuddhistCurrency: YenLife Expectancy: 81GDP per Capita: U.S. $28,700Literacy Percent: 99Head of State HM Emperor AkihitoHead of Government Prime Minister He Mr Yoshihiko NodaAustralian exports to Japan: A$46,880 millionAustralian imports from Japan: A$16,685 millionJapan's principal export destinations: China, USA, Republic of KoreaJapan’s principal import sources China, USA,Australia

Source: Japan Statistics Bureau ,2012

Page 15: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Modern Transportation System

Source: Japan Metro,2012

Shinkansen or“ Bullet train “

Connects from North to South and East to West!

300 KM/H

Page 16: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Japan

Page 17: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Do you know …Which are the top 3 most expensive cities in the world?

Page 18: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Do you know …Which are the top 3 most expensive cities in the world?

21

3

Page 19: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Do you know …Which are the top 3 most expensive cities in the world?

21

3

Osaka,Japan

Page 20: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Do you know …Which are the top 3 most expensive cities in the world?

21

3

Luanda,Angola Osaka,Japan

Page 21: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

The top 3 most expensive city in the world is…

21

3

Tokyo, Japan

Osaka, JapanLuanda, Angola

Source:Mercer,2012

Page 22: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Rank 2012 Rank 2011 City Country1 2 Tokyo J apan

2 1 Luanda Angola

3 6 Osaka J apan

4 4 Moscow Russia

5 5 Geneva Switzerland

6 7 Zurich Switzerland

6 8 Singapore Singapore

8 3 N'Djamena Chad

9 9 Hong Kong Hong Kong

10 11 Nagoya J apan

11 14 Sydney Australia

12 10 São Paulo Brazil

13 12 Rio de J aneiro Brazil

14 16 Bern Switzerland

15 21 Melbourne Australia

16 21 Shanghai China

17 20 Beijing China

18 15 Oslo Norway

19 30 Perth Australia

20 12 Libreville Gabon

21 17 Copenhagen Denmark

22 19 Seoul South Korea

23 34 Canberra Australia

24 31 Brisbane Australia

25 18 London UK

26 44 Khartoum Sudan

27 46 Adelaide Australia

28 29 St. Petersburg Russia

29 51 Caracas Venezuela

30 43 Shenzhen China Source:Mercer,2012

The top 50 most expensive city in the world is…

Page 23: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Source: Mercer,2012

Page 24: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Source: Mercer,2012

Page 25: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Do you know what happen when a Japanese person drink a few

beers?

Page 26: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Source: Takahito Nishiama in “Costume Party “Perth,2012

Page 27: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

FACTS & DATAS

Page 28: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Japanese Dream Beer Survey,2011

Source: Japan Dream Beer Survey,2011

Why the Japanese market would be a friendly market?

Page 29: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

World’s beer production

China is the first beer producer in the world with 25.1 Million Kilolitres.

Followed by USA with 23.08 Million Kilolitres.

Together China and USA have 33% of the world production.

Japan is the sixth beer producer with 6.53 million kilolitres.

Source:Kirin,2011

Page 30: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Key Highlights

• The 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.

Page 31: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

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,2012

Page 32: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Who drinks more?

Source: Europe Breweries,2012

In Japan

70%

of the alcohol sold is Beer!

Page 33: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

How long d

oes it

take

to a

fford

a b

eer?

Source: UBS, Swiss bank,2012

17’

Two analysis:1.Good wages2.Price of beers

Page 34: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

…….88% of beer is

drunk by 16% of

consumers!

Source:Ambev,2012

Page 35: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Tokyo’s Workforce

Source: Statistics Bureau, Ministry of Internal Affairs and Communications; “Population Census”, 2012

Page 36: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Salary in Tokyo

Source: Statistics Bureau, Ministry of Internal Affairs and Communications; “Population Census”, 2012

Page 37: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Demographic data

Source: Statistics Bureau, Ministry of Internal Affairs and Communications; “Population Census”, 2012

Page 38: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

COMPETITORS

Page 39: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Position of competitorsby brand in Japan,2011 Market Share %

Source: Statistics Japan, 2012

Page 40: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Perceptual map

Low qualityhigh quality

High price

Low price

Page 41: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Perceptual map

Low qualityhigh quality

High price

Low price

Page 42: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Page 43: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

ANALYSIS

Page 44: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

P E S T – Analysis

Page 45: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Law Prohibiting Minors from Drinking

Article 1

1. 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 learn

that 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 that

these 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 consumers

and take other measures necessary to prevent alcohol intake by persons under 20 years of

age.

Article 2

•Beverage alcohol or containers of alcohol possessed by persons under 20 years of age for the

purpose of consumption may be subject to the necessary measures, such as confiscation or

disposal, based on administrative decisions.

This law, first enacted in 1922

Source: Japan Constitution, 2012

Page 46: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

P E S T – Analysis

Page 47: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

SWOT – Analysis

Page 48: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Target Marketing

Who is Little Creatures targeted at?

Page 49: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Target Marketing

Who is Little Creatures targeted at?

Page 50: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Target Marketing

Tokyo, Japan

Gender: Male and FemaleAge:20 to 45Status Marriage: SingleEducation: Graduate and UndergraduateOccupation: Tertiary IndustryIncome: 2194 YPopulation:13 mil

Customer Values: Friendship, family and work.Attitudes: Courage and Pleasure.Life Style: Entertainment, fun and freedom.

Consumer Actions: To drink beers with friends in PUB’S 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.

Page 51: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Target Marketing

Gender: Male and FemaleAge:20 to 45Status Marriage: SingleEducation: Graduate and UndergraduateOccupation: Tertiary IndustryIncome: 2194 YPopulation:13 mil

Page 52: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Target Marketing

Customer Values: Friendship, family and work.Attitudes: Courage and Pleasure.Life Style: Entertainment, fun and freedom.

Consumer Actions: To drink beers with friends in PUB’S 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.

Page 53: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

MARKETING STRATEGY

Page 54: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Marketing Strategy

Page 55: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Marketing Strategy

Little Creatures has well-specific products for the market, it is a high quality beer and it is expected to build strong Brand loyalty.

Page 56: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Strategic Positioning

……….How Little Creatures in Japan should be positioned?

…………What is th

e best message?

……….What a

bout Littl

e Creatures Logo?

Page 57: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Strategic Positioning

……….How Little Creatures in Japan should be positioned?

“ Little Creatures is a artisanal beer made fro

m highest quality ingredients for young people who

like to celebrate small accomplishments daily.”

…………What is th

e best message?

Celebrate life !!!

……….What a

bout Littl

e Creatures Logo?

喝采

Cheers

人生を祝う

Celebrate life

Page 58: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Marketing mix

Physical good Beer

Service Beverage

Features Special Malt and water

Quality level High quality of malt and components

Accessories Glasses

Installation Chiba

Instructions Keep it in fresh environment

Warranty Drink for the estimated date

Product linesPale Ale,Bright Ale,Pilsner,Roger Beer

Packaging 330 ml glass bottle

Branding Label and Stylized bottle

X

Page 59: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Marketing mix

Because…

X

Page 60: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Rank Prefectures

Consumption of Alcohol Standard Amount per 1 Adults Score

Sort Desc Asc Desc Asc Desc Asc Desc Asc 1 Kagoshima 13,846,380 liter 10.00 liter 77.2 2 Tokyo 101,677,010 liter 9.46 liter 72.36 3 Okinawa 9,856,450 liter 9.32 liter 71.12 4 Miyazaki 8,579,380 liter 9.31 liter 71.02 5 Akita 7,981,560 liter 8.64 liter 65.06 6 Aomori 9,785,080 liter 8.59 liter 64.64 7 Niigata 16,433,532 liter 8.35 liter 62.49 8 Kochi 4,936,340 liter 7.69 liter 56.59 9 Oita 7,510,900 liter 7.66 liter 56.37

10 Hokkaido 35,246,620 liter 7.66 liter 56.37 11 Iwate 8,474,980 liter 7.64 liter 56.11 12 Yamagata 7,356,570 liter 7.56 liter 55.44 13 Osaka 53,489,280 liter 7.46 liter 54.58 14 Yamanashi 5,173,180 liter 7.32 liter 53.27 15 Fukushima 12,050,710 liter 7.31 liter 53.23 16 Shimane 4,328,380 liter 7.31 liter 53.22 17 Kumamoto 10,621,180 liter 7.23 liter 52.49 18 Tottori 3,504,260 liter 7.15 liter 51.79 19 Miyagi 13,486,780 liter 7.07 liter 51.05 20 Fukuoka 28,564,950 liter 6.96 liter 50.05 21 Nagano 12,271,870 liter 6.94 liter 49.88 22 Hiroshima 16,125,640 liter 6.90 liter 49.52 23 Nagasaki 7,903,010 liter 6.74 liter 48.09 24 Yamaguchi 8,095,580 liter 6.70 liter 47.77 25 Ishikawa 6,290,870 liter 6.64 liter 47.19 26 Toyama 6,005,820 liter 6.60 liter 46.86 27 Gunma 10,738,430 liter 6.54 liter 46.33 28 Kyoto 13,962,200 liter 6.51 liter 46.06 29 Saga 4,405,000 liter 6.43 liter 45.35 30 Ehime 7,554,390 liter 6.35 liter 44.67 31 Hyogo 28,669,900 liter 6.31 liter 44.25 32 Shizuoka 19,614,444 liter 6.30 liter 44.23 33 Chiba 31,259,100 liter 6.21 liter 43.42 34 Tochigi 10,127,980 liter 6.20 liter 43.31 35 Saitama 35,874,160 liter 6.19 liter 43.16 36 Wakayama 5,102,780 liter 6.17 liter 43.03 37 Fukui 3,999,890 liter 6.14 liter 42.8 38 Ibaraki 14,776,180 liter 6.12 liter 42.54 39 Kanagawa 44,533,150 liter 6.08 liter 42.26 40 Kagawa 4,885,830 liter 5.99 liter 41.4 41 Okayama 9,446,160 liter 5.96 liter 41.18 42 Aichi 35,063,101 liter 5.88 liter 40.4 43 Tokushima 3,843,260 liter 5.87 liter 40.33 44 Mie 8,306,887 liter 5.44 liter 36.51 45 Shiga 6,024,890 liter 5.37 liter 35.88 46 Gifu 9,139,776 liter 5.36 liter 35.77 47 Nara 5,824,010 liter 5.09 liter 33.35 Average 722,891,380 liter 6.92 liter

Source:Statistics Japan,2012 /

Tokyo is the second highest alcohol consumption in Japan

Rank Prefectures

Consumption of Alcohol Standard Amount per 1 Adults Score

Sort Desc Asc Desc Asc Desc Asc Desc Asc 1 Kagoshima 13,846,380 liter 10.00 liter 77.2 2 Tokyo 101,677,010 liter 9.46 liter 72.36

Page 61: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Distributor Category Vendors

Wholesaler All alcoholic beverages 6,589 Other 5,909 Total 12,498

Retailer All alcoholic beverages 176,773 Other 7,299 Total 184,072 Total 196,570

Source: National Tax Agency,Japan2012

196,570

Page 62: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Marketing mix

“Yes, Little Creatures is Y 82”

Price Beer

Objectives 82 YEN

Flexibility 10% margin

Level over product life cycle Introduction

Allowances Transfer pricing

Presentation AUD IEN

330 ml 4,0 81,23

568 ml 5,68 464,79

X

Page 63: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

MARKETING CAMPAIGN

Page 64: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Objective:

Time: From May 2013 to May 2014

Page 65: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Implementation Plan

5 Promotional Strategies

Page 66: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Strategy Little Creatures MerchandisingSpecific Expose the brand and awareness of Little Creatures.

Measurable Word of Month, free son and local media.Achievable Through the coaching and following marketing strategy

Realistic YesTime 4 weeks

Strategy Little Creatures Official Launch OPINION LEADERSSpecific Official Launch of Little Creatures to local opinion leaders.

Measurable Expert opinion ,word of Month, free son and local media.Achievable Through the expert opinion.

Realistic YesTime 1 day

Strategy Little Creatures Night PartySpecific Provide a glamorous night party to key traders in Little Creatures Tokyo.

Measurable Acceptance and attendance of guestsAchievable Through the invitation

Realistic YesTime One night only

Strategy Little Creatures FestivalSpecific Provide a glamorous night party to key traders in Little Creatures Tokyo.

Measurable Acceptance and attendance of guestsAchievable Through the invitation

Realistic YesTime One night only

12

34

Page 67: Little creatures in japan

Small accomplishments

Your team won! Hard work day!

Bought a new gift !

Studied a lot? a dating!friends!

Racing drive!

happiness

Good food

music

1

Page 68: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Marketing mix

Objectives To Introduce Little Creatures in Tokyo

Promotion BlendTV,Radio,Magazines,Newspaper,Outdoor,Eletronic

Salespeople Sales and promoters

Kind Face to face promotion

Number 30 women to promote the brand

Selection “ Human Resource Agency ” in Tokyo

Training 1 day training in a Hotel in Tokyo

Motivation Enthusiasm and Energy

AdvertisingCelebrate Life!

Targets Man and Woman from 20 to 45 years old

Kids of adsPosters,In- Store Ads,Sports ,Arena and Transit

人生を祝うCelebrate

life

1

Page 69: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Merchandising

30 girlsDressed up as

Little Creatures angel

1

Page 70: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

War marketing: Cheap and effective

CLUBS

Shinjuku

Apple Store Nakamyse Shopping Street

PUBS

1

Page 71: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Meeting point in front of Apple Store1

Page 72: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Electronic Medias1

Page 73: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Concentration at Shibuya Crossing1

Page 74: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

A busy street in Shinjuku, Tokyo

1

Page 75: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Opinion leaders dinner

.

PoliticsChefs Journalists

Business man

2

Page 76: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Night party : Beverage Distribution Channels in Japan3

Page 77: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Little Creatures Festivals

• market streets,

• business fairs,

• exposition, music's festivals,

• entertainments and shows according to the Tokyo cultural calendar, 2013.

4

Page 78: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Little Creatures Sports

Source: Tokyo News,2012 “The most preferred sport survey”.

Little Creatures will sell beer in baseball games, sumo festival and soccer games.

5

Page 79: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

Reference

Austrade,2012 Trade Australia to Japan, retrieved on August 1rs,from

http://www.austrade.gov.au/

Austrade, Exporters,Retrieved on September 10 th,2012 from:

https://littlecreatures.com.au/

BBC London, 2012,Japan news, retrieved on August 31st, from

http://news.bbc.co.uk/2/hi/uk_news/scotland/4126850.stm

Little Creatures, 2012, About us, retrieved on August 8th,

http://www.littlecreatures.com.au

 

Investsmart,Company Profile,retrieved on October 4 th,2012, from:

http://www.investsmart.com.au/company_profile

 

 

Japan Beer Market Insights 2012,Yahoofincancereport, retrieved on October 4th, from:

http://finance.yahoo.com/news/japan-beer-market-insights-2012

Page 80: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

ReferenceMaps of World,Demograph of Tokyo,Retrieved on September 9th,2012,from:

http://www.mapsofworld.com/japan/demographics-japan.html

 

McKinsey, 2012, World trend, retrieved on August 14th,

http://www.tradingeconomics.com/japan/gdp-growth

 

National Geographic,2012 Japan, retrieved on August 25,

http://travel.nationalgeographic.com/travel/countries/japan-facts/

 

 

Statistics Bureau Japan, Demographic Data, Retrieved on September 7th, 2012

from: http://www.stat.go.jp/English/data/handbook/index.htm

 

Statistics Bureau Japan,Ministery of Internal Affairs and Communication Population Census, Retrieved on September 8 th, 2012 from: http://stats-japan.com/t/kiji/14569

 

Statistics Japan, Consumption of Alcohol,Retrieved on September 8th ,2012

from:http://stats-japan.com/t/kiji/14569

 

The Little Creatures, About beer, Retrieved on September 8th, 2012 from:

https://littlecreatures.com.au/

Page 81: Little creatures in japan

Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia

ARIGATO!!!


Recommended