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Final master thesis presentation chusin mateechaipong
1. Marketing Strategies For Organic Products
Employed By Small And Medium Retailers in Bangkok
Chusak Suvimolstien
Second Supervisor
Developing
Chusin Mateechaipong
Presenter
Prof. Dr. Sven Prüser
First Supervisor
10. • To find outstanding characteristics and
reactions in the marketing mix (4Ps) of
organic consumers in Bangkok
• To identify strength, weakness, opportunity
and threat of organic agriculture business in
Thailand.
• To develop the marketing strategies and
marketing practices for organic small and
medium organizations/retailers in Bangkok
Thesis Statement
10
12. Quantitative Method
Standardized surveys of
438 Respondents
A. Demographic
B. Purchase & Consumption of
organic products
C. Consumer’s Satisfaction &
Decision on choosing 4Ps of
organic products
Qualitative Method
Semi-structured interview
of Six Key Experts
• Marketing Mix Strategies
• Obstacles
• Future
1. Green Net
2. Aden
3. Thai Organic
4. Rangsit Farm
5. Health Society (Lemon Farm)
6. Thai Ministry of Commerce
• Marketing Strategies
• SWOT
• Marketing Strategies
12
13. Quantitative Method
Standardized surveys of
438 Respondents
A. Demographic
B. Purchase & Consumption of
organic products
C. Consumer’s Satisfaction &
Decision on choosing 4Ps of
organic products
• Characteristics of organic consumers
• Marketing Strategies
13
14. Qualitative Method
Semi-structured interview
of Six Key Experts
• Marketing Mix Strategies
• Obstacles
• Future
1. Green Net
2. Aden
3. Thai Organic
4. Rangsit Farm
5. Health Society (Lemon Farm)
6. Thai Ministry of Commerce
• SWOT
• Marketing Strategies
14
16. 22.20%
17.30%
11.80%
10.60%
77.80%
82.70%
88.20%
89.40%
<20 years
20-30 years
31-40 years
>40 years
Age
Organic non-buyers Organic Buyers
17.40%
13.50%
82.60%
86.50%
Male
Female
Gender
Organic non-buyers Organic Buyers
11%
16.40%
89%
83.60%
Yes
No
Children in the
household
Organic non-buyers Organic Buyers
Organic Consumer Demographic
16
17. Have you ever buy
organic products?
(n=438)
Yes (371) No answer (1) No(66)
85% Buy Organic Products
38%Buy Organic For 2-5 Years
34% Buy Organic Once a month
Purchase of Organic Products
17
18. Reasons to buy organic products
129
209
339
194
316
214
58
55
43
309
228
99
240
118
221
375
380
380
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
better taste
fresher than the other products
good for my health
good for my children
not contain pesticides / have lower residues
want to try somethcing new
good for the environment
trendy/fashionable to buy organic products
I have a record disease
Yes
No
18
19. Knowledge-based society and Social
Contribution Network
Loyal Consumers
Advocate
Consumers
Consumers
Prospect
Consumers
Suspect Consumers
Building Trust and Consumer-
Producer/Retailer Network
Development of Household Economic
and Boost consumption (Reduce
production/logistics cost )
Health and Environment Campaign
Educate about organic via mass media
Strategies for Different Organic Consumer Segments
Daily/once a week>10 yrs
5-10 yrs Every week
Once per month2-5 yrs
<1 yr Once every few months
19
21. Product: Which strategies should we use?
Fruits&Vegetable
73%
Eggs
5%
Rice&Cereal
5%
Milk
2%
Bread&Pasta
1%
Meat
1% Juice
2%
Never buy
11%
Which organic products do you buy the most?
82% said Brands and Labels are important
in choosing organic products
Cross Promotion
• Characteristics &
Service
• Controlling
production
standard
• Packaging & logo
21
22. Willing to pay more Percent
1-3% 25.8
5% 25.8
10% 23.5
20% 11.6
30% 1.8
40% 1.4
High Cost of Production &
Fair Trade
Price: Which strategies should we use?
22
23. Carrefour
27%
Villa
20%
Tops
15%
Lemon Farm
13%
Au Tor Kor
Market
15%
Bonmache
Market
6%
Royal Project
1%
Food
Land
1%
Organic Retailer
1%
Never Buy and
no answer
1%
Where do you buy organic products?
Close to home
27%
Reliable
18%
Variety of
products
6%
Fair price
6%
Good service
4%
Fresh products
18%
Certified
products
11%
No answer
11%
Why do you choose to buy organic
products at the above places?
Strategic LocationHybrid Marketing Channel
Place: Which strategies should we use?
23
24. Domestic
Consumers
Producer
Membership System
- CSA
- Vegetable Basket
Home Delivery
- Phone
- Internet
Retail
Wholesale
Trade Fair
Product
Management
Product
Collector
Green
Market
Organic
Restaurant
Organic Retailer
Thai Airlines
School
Department store
Hotel and
Restaurant’s
Kitchen
Hospital
Consumer
Outside
Thailand
Health
Concerned
Teachers
and
Students
Patients
Order
Order
Order
Place: Hybrid Marketing Channel
24
25. Promotion: Which strategies should we use?
TV
48%
Radio
1%
Books and
Magazines
9%
Social Media
11%
SMS
1%
Organic
Exhibition
8%
Internet
6%
Ads Board
2%
Asking specialist
in the shop
4%
Shop Booth
8%
No answer
2%
Which channels are the most effective
for you in knowing about organic
products?
Home Delivery
29%
Giving
Information
about organic
23%
Specialist in the
shop
11%
Product
replacement
5%
0%
0%
Discount
21%
0%
Suggestion box
1%
No answer
10%
Which services do you like the most?
Advertisement > Online > Mass Media
Delivery > Provide Information > Discount
25
26. IMC Tools: Advantages VS Disadvantages
IMC Tools Advantages Disadvantages
Advertising
PR
Direct Marketing
P.O.P
Personal Selling
Sale Promotion
Event
Sponsorship
Online Marketing
• Access to wider audiences
• Create image
• Able to control message
• High cost
• Low cost
• Access to wider audiences
• Low cost
• Access to specific group
• Able to control message
• Successful sale
• Low cost
• Access to sale point effectively
• Arouse buying decision at sale point
• Access to specific group effectively
• Successful sale
• Arouse buying decision effectively
• Access to specific group effectively
• Create image
• Access to wider audiences
• Create image
• Access to specific group effectively
• Create image
• Not able to control message
• Not able to access wider audiences
• Not able to create image
• Not able to access wider audiences
• Not able to create image
• Not able to access wider audiences
• Not able to create image
• Not able to create image
• Not able to access wider audiences
• High cost
• Able to access only online users
Advertising
• Access to wider audiences
• Create image
• Able to control message
• High cost
PR
• Low cost
• Access to wider audiences
• Not able to control message
Online Marketing
• Access to specific group effectively
• Create image
• Able to access only online users
26
28. TIME
SALES
Introduction
Growth
Maturity
Decline
Advertising,
PR Direct
Marketing, P.O.P, Per
sonal Selling, Event
& Online Marketing
Sale
Promotion, Advertisi
ng, PR Direct
Marketing, P.O.P, Per
sonal Selling, Event
& Online Marketing
Sponsorship,
PR Direct
Marketing, P.O.P, Per
sonal Selling, Event
& Online Marketing
Personal Selling,
P.O.P & Online
Marketing
Factors in Setting IMC:
Product Life Cycle
28
29. STRENGTHS
Consumer demand: growing consumers
Audition and certification bodies: supportive
Strong green network and export organization
Organic legislation: Act number 11
Thailand as an agricultural country: kitchen of the
world
WEAKNESSES
Consumer confusion: pesticide free vs organic
Producer Motivation: transition from conventional
to organic farming
Price barrier: expensiveness
Insufficient agriculture research
OPPORTUNITIES
Rising domestic market: government support
Mounting export market: EU, USA, Japan, Asian
countries
Environmental leadership: sustainability
movement and green role model
Consumer education: online marketing
THREATS
Information and choice overload:
brands, labels, certifications
Demand over supply: demand more than supply
Global trade barriers: complication of auditions and
certifications
Conflicting voices: misinformation in the media
SWOT Analysis of Organic Business
Consumer demand: growing consumers Consumer confusion: pesticide free vs organic
Price barrier: expensiveness
Consumer education: online marketing
Information and choice overload:
brands, labels, certifications
Demand over supply: demand more than supply
29
31. • Retailers should take the characteristics of the organic
consumers into consideration to better understand
consumers’ need and to execute proper marketing strategies
• Retailers should make their products in high standard with
perfect quality control and certification along with strong
logo and packaging
• Retailers should educate consumers about the benefits of the
organic food as well as clearly explain the reasons that the
prices of the organic products are high (e.g. due to additional
environment and social cost)
• The selection of distribution channel should be prioritized the
consumers’ convenience. However, the organic organizations
need to consider their company size, readiness and limitation
Conclusion and Outlook
31
32. • Expansion of the organic consumers’ survey
• Additional survey on the economic costs and viewpoints of
organic brands
• The consumer survey could be conducted through a
research on the subject of psychology
Future Works
32
Notas del editor
Have you ever heard of Organic or Bio (in German?) Yes that is partly correct! Some of you might heard about organic, but what does it really mean?You know Organic begins when we grow our plants. I will give you an easy example of “Organic” VS “Non-organic Pears” Organic pears are natured by sustainable ecosystem, good soil and are not depend on chemicals. When it comes to livestock products, the organic livestock have to eat only organic food so they produce healthy wholesome organic eggs and chicken meat that we eat. Also, an organic standard governs the way that the livestock is treated. For instance, the chickens get the chance to see a light of day and they cannot be in the intensive confinement. Now you see how good Organic Business is. Now let us bring you too my country, Thailand.Ref: http://www.organiccouncil.ca/moo/rsa
Thailand is mentioned as The Kitchen of the World, which imply that Thailand is an agriculture country. The conventional agriculture is practiced widely. However, when it comes to Organic Farming. Guess how many percent for Organic land of the whole agriculture area in Thailand? It is 0.21% of the whole area in Thailand, which is considered very tiny bit. Thailand’s organic sector is small but has grown rapidly over a past decade in line with global trends; the organic product value has increased by five times between 2003 to 2011, from 9.37 to 44.98 million euros. The land under organic farming has also increased 20 times from 2000-2011.
My project investigates outstanding characteristics and reactions in the marketing mix (4Ps) of organic consumers in Bangkok. I conduct SWOT analysis of the organic business in Thailand utilizing a standardized survey of 438 respondents. I conduct semi- structured interviews with five organic product retailer’s owners and one from Thailand Ministry of Commerce. The interview is about the marketing mix strategies of the organic companies, obstacles and future of organic business in Thailand.
My project investigates outstanding characteristics and reactions in the marketing mix (4Ps) of organic consumers in Bangkok. I conduct SWOT analysis of the organic business in Thailand utilizing a standardized survey of 438 respondents. I conduct semi- structured interviews with five organic product retailer’s owners and one from Thailand Ministry of Commerce. The interview is about the marketing mix strategies of the organic companies, obstacles and future of organic business in Thailand.
My project investigates outstanding characteristics and reactions in the marketing mix (4Ps) of organic consumers in Bangkok. I conduct SWOT analysis of the organic business in Thailand utilizing a standardized survey of 438 respondents. I conduct semi- structured interviews with five organic product retailer’s owners and one from Thailand Ministry of Commerce. The interview is about the marketing mix strategies of the organic companies, obstacles and future of organic business in Thailand.
Discussion part
Structure of questionnaire and resulting groups of interviewees
Have to fix bar2,3,4
I segment consumers based on results as followed: 1……2…..3….4….5….
Marketing Mix is defined as a set of marketing tools the firm uses to pursue its marketing objectives by marketing its products in an effective manner to certain customer group.
As shown in the chart, Thai consumers buy organic Fruits & Vegetables the most and 82% said Brands and Labels are important in choosing organic products. What can we implement utlizing these findings. Well, if we know organic & fruits and vegetables are the most famous products. Why don’t we do “Cross Promotion”. What is Cross Promotion? You may wonder. I will give you a clear example, Go Organic promoted its pasta sauces through miniature recipe leaflets attached to organic egg boxes. Tesco markets its organic grocery lines using leaflets in the packaging of fruits and vegetables. The benefits of cross promotion are that 1. cost of promotion is less 2.win-win situation for both parties 3. easiest and most successful marketing strategies 4. both business can promote themselves simultaneously.Organic Product Strategies can be divided into 3 aspects; 1. Product Characteristics & Service 2. Controlling production standard 3. Packaging & logoFor Product Characteristics & Service, as you know organic products aim for higher standard, for example, taste and appearance, than conventional ones in order to make a significant market impact. Some organizations like Green Net and Lemon Farm do contract farming, setting up more than one producer group within one category of products so that there is more reliable availability as well as a friendly competition among the groups to “naturally” improve their quality. Regarding controlling standard; I will give you example of Green Net. Green Net differentiates its products by product, service, personal and image differentiation. Product diff in terms of quality, variety and standard certification. Service diff in terms of information and data about products, service dissemination. Personal diff in terms of info background and source of production. Image diff in terms of environment and fair trade.Packaging and logo are the important means of communication. A good logo should be attractive, easy to recognize and confirm the organic identity of both company and products.
A lot of studies mentioned that “The price can be the major cause for consumers not buying organic products” Mr. Kitipong, CEO of Aden told me that the price of the organic products would confine their purchase for the lower level of income group. (Press) The Two major reasons for the high price of organic products are 1) high cost of production; imagine we have to spend more time and labor to look after the organic produces such as pest control. 2) organic products not only fulfill the needs of customers in consuming healthy food but, ultimately, also serve the society through Fair trade. Organic retailers therefore need to communicate with the consumers by all means, preferably through mass media, to ensure consumers are clarified the reason of higher prices. If the environmental and social costs were added in the actual cost of conventional products, they would not remain cheap.
More than half of the respondents tend to shop the organic products more in department store than in specialized stores or in the wet market. The main department stores, where the respondents buy the organic products in Bangkok is Carrefour, Villa, TOPS, Foodland, which are counted as 63% together. The major wet organic markets in Bangkok are Au Tor Kor market and Bon Mache Market Park, which counted as 21%. For the main specialized storesare Lemon Farm, Royal Project store and other retailers, which are counted as 15%. The reason people buy organic products are that it is close to home in terms of transportation. In addition, department store are often accessible by car and local transportation, and there is a variety of activities that consumers can do e.g. buying other products, having food in the restaurant, and watching movies.Also, they provide reliable fresh products. So what can retailers learn to adapt their place strategies? 1. Find a strategic location, where the consumers can access the products conveniently.2. Do Hybrid Marketing Channel, you might wonder what is that, I will clarify you in the next slide
Hybrid Marketing Channel occurs when a single firm uses two or more marketing channels to reach one or more customer segments such as organic restaurants, department store, hotel, hospital, school , Thai airlines, domestic and foreign consumers. This strategy is used by most of the organic organization since it can gain maximum profits due to their higher segments.
Companies must consider several factors in developing their promotion mix. One of the factors are product life cycle. Product life cycle can be compared to the human’s life; starting with Introduction. Followed by Growth and Maturity stage. Ended up with Decline stage.
Communication tools change in cost-effectiveness at different stages of the product life cycle. As showed in this slides, in the introduction stage, advertising have the highest cost effectiveness. In the growth stage, demand has its momentum through sale promotion. In maturity stage, sponsorship grow more important.In the decline stage, personal selling continues strong.
SWOT Analysis of Organic Business in Thailand. I would like to choose some major points on strength, which is consumer demand in Thailand. Due to my survey, 85% of the respondents have bought organic products meaning that Thai consumers strongly support organic products. However, there is threats which make consumers confused since there is information and choice overload.When it comes to Weaknesses, 69% of the respondents confused between organic and pesticide-free products. Mr. Karn from Thai Organic mentioned that the consumers do not easily understand terms such as “organic” in Thai and often fail to connect with a term on an emotional level. Moreover, price is also a major barrier for consumers to buy organic products. Hence, there is an opportunity for consumer education and organic organizations should be proactive in their messaging strategies.
Answer the research objectives:1.2.3.
My project investigates outstanding characteristics and reactions in the marketing mix (4Ps) of organic consumers in Bangkok. I conduct SWOT analysis of the organic business in Thailand utilizing a standardized survey of 438 respondents. I conduct semi- structured interviews with five organic product retailer’s owners and one from Thailand Ministry of Commerce. - Add SWOT