Mangosteen Marketing plan in South Korea
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Study on Korean consumers’ Perception and Purchasing Behavior towards Thai Mangosteen products
Present by: Nuthida GrisawanonDate: 12nd January 2011
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Agenda
-Rationale for the study
-Literature review
-Research Methodology
-Survey result and discussion
-Conclusion and Recommendation
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Rationale for the study
Mangosteen -Major economic fruit of Thailand, And Thailand is the largest producer and exporter of mangosteen in the world.
Table 1: Main mangosteen producing countries (2009)Country Area(hectares) Production (tons)
1 Thailand 51000 2000002 Indonesia 12000 1055583 Vietnam 10000 400004 Malaysia 73000 283505 Philippines 1050 4200
- New Promising Superfruit
- Unique and Delicious taste and Nutritious value for Health Benefits
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Rationale for the study
South Korea
- is New Market Entry for Fresh Mangosteen products from Thailand.(effective from October 28, 2010)
-is considered as High market potential ranked no.4 for Emerging Market 2010 Ranks by The Economist Magazine
- Koreans are increasingly consuming the Vitamin rich fruit (Superfruit)
-Successful case of Blueberries 4
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Literature review
-Concerned with Nutrition for their health-Accept Health related products-Baby-boom generation ages and Middle age are Mass effects of the lifestyle
HEALTH CONSCIOUS LIFESTYLE
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Literature review
-Marketing and Product differentiation purposes-Acceptance of fruit products-Likelihood of Consumption- Claims are best received when attaching to
products
NUTRITION AND HEALTH CLAIM IN FRUIT PRODUCTS
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Literature review
-Growth in Health and Wellness market in South Korea
- Korean consume more healthy and organic product with eco-friendly packaging, higher price following to quality and value
HEALTH CONSCIOUS IN SOUTH KOREA
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Literature review
-Superfruit = Rich of Nutritional profile with scientific evidence
- Popular “Blueberries” in South Korea
-Newest Superfruit: Mangosteen from Tropical countries are gaining popularityWith Best Taste+BestHealthy Nutrition
SUPERFRUIT: NEW INGREDIENTS IN HEALTH CONSCIOUS CONSUMPTION LIFESTYLE
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Literature review
Fruit Consumption reason
Pleasure Seeking = Primary motivationTaste+Texture+SmellHealthy Diet
Purchasing decision Factors
PerceptionsFamiliarityDemographic CharacteristicsSocial Influences
FRUIT CONSUMPTION AND PURCHASING DECISION
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Literature review
Purchasing decision Factors
Perceptions
-Consumers’health attitudes predict choice and consumption of fruit products
- Perception of Nutrition= important factor in fruit consumption
-High general health interest are likely to choose a healthy fruits
FRUIT CONSUMPTION AND PURCHASING DECISION
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Literature review
Purchasing decision Factors
Familiarity
-the Level of familiarity with a product has a major impact on purchase behaviore.g Case study of Australian mangoes in Japan
- Fruit Characteristics ( Taste, Appearance and Smell)
-The way to eat mangosteen
FRUIT CONSUMPTION AND PURCHASING DECISION
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Literature review
Purchasing decision Factors
Demographic Characteristics
- Many studies have emphasized socio-demographic as important determinants of fruit intake
- “Gender + Age+ Education+ Social status (income) Impacts to fruit consumption”
FRUIT CONSUMPTION AND PURCHASING DECISION
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Literature review
Purchasing decision Factors
Social Influences
- Many studies found that social support from family and other people led to increased fruit intake.
- Fruit consumption benefits from social support (e.g friends, family and spouse)
FRUIT CONSUMPTION AND PURCHASING DECISION
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Research Methodology
Non probability sampling—General Korean population
200 sets of Questionnaire
- Paper Questionnaires
-Online http://kwiksurveys.com/?u=jah_mangosteen
QUESTIONNAIRE
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Demographic Characteristics of Respondents
Survey Result
male53%
female47%
Below 20 years
20-29 years
30-39 years
40-49 years
50-59 years
60 years up
0 10 20 30 40 50 60 70 80
32
79
53
21
15
0
Single Married without child
Married with child
Divorced0
20
40
60
80
100
120
120
29
50
1
Lower than 1000000
1000001-2000000
2000001-3000000
3000001-4000000
More than 4000001
0 10 20 30 40 50 60 70 80 90
84
18
65
15
18
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Survey Result
HEALTH CONSCIOUS AND FRUIT LOVER
Health Conscious Fruit Lover0%
20%
40%
60%
80%
100%
Yes171
85.5%
Yes153
76.5%
No 29No 47
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Survey Result
PERCEPTION AND CONSUMING EXPERIENCES OF MANGOSTEEN PRODUCTS
Know Consumed0%
20%
40%
60%
80%
100%
Yes123
61.5%
Yes10653%
No 77 No 94
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Survey Result
PERCEPTION AND CONSUMING EXPERIENCES OF THAI MANGOSTEEN PRODUCTS
Yes No Not Sure0
20
40
60
80
100
120
8897
15
69
105
26
Know Thailand Mangos-teen Consumed Thailand Mangosteen
x
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Survey Result
PERCEPTION AND CONSUMING EXPERIENCES OF MANGOSTEEN PRODUCTS
1 2 3 4 5 60
20
40
60
80
100 91
13 7 4 0 4
94
107 2 0 1
ever consumed type
favorite type
1 Frozen or Vacuum Freeze dried Mangos-teen
2 Fresh Mangosteen
3 Mangosteen Juice
4 Mangosteen Tea
5 Mangosteen Wine
6 others 19
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Survey Result
x
TOP 5 RANKINGS OF PERCEIVED BENEFITS OF MANGOSTEEN
1. DELICIOUS 55%
2. ENERGIZING 24.5 %
3.Anti-Aging Skin 22%
4. Lower Blood pressure 15.5%
5.Anti-cancer Activities 14.5%
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Survey Result
RANKING OF IMPORTANT LEVEL OF INFLUENCING FACTORS ON MANGOSTEEN PRODUCTS PURCHASING DECISION
Items MEAN S.D. Important Level1. Advertisement from medias such as TV, magazine, through social network such as Cyworld, Twitter, Facebook etc. TV,
3.72 .89 High
2. Nice packaging 3.34 .94 Medium3. Well known brand 3.27 .89 Medium4. Country of Origin 3.23 1.10 Medium5. Shop and Display 3.13 .95 Medium6. Recommendation/word of mouth from others 3.08 .82 Medium7. Providing health benefits- Nutritional Value 2.92 1.04 Medium8. Quality Certification 2.83 .91 Medium9. Way of production 2.82 .90 Medium10. Convenient Location 2.72 .83 Medium11. Organic products- Free of pesticides etc. 2.51 1.02 Low12. Providing beauty benefits- Skin care Value 2.40 .98 Low13. Reasonable prices 2.32 .79 Low14. High Quality - Appearance, texture and so on 2.05 .85 Low
15. Good taste and flavors 1.46 .57 Very low16. Freshness 1.45 .69 Very low
Overall 2.70 .42 Medium
x
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Survey ResultCOMPARED DEMOGRAPHIC CHARACTERISTICS IN PERCEPTION AND INFLUENCING FACTORS ON MANGOSTEEN PRODUCTS
male female0
10
20
30
40
50
60
48
5859
35
Consumed
Not Consumed
Compared Gender
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Survey ResultCOMPARED DEMOGRAPHIC CHARACTERISTICS IN PERCEPTION AND INFLUENCING FACTORS ON MANGOSTEEN PRODUCTS
Below 20 years
20-29 years
30-39 years
40-49 years
50-59 years
0
5
10
15
20
25
30
35
40
45
16
43
28
10 9
16
36
25
11
6
Consumed
Not Consumed
Compared Age
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Survey ResultCOMPARED DEMOGRAPHIC CHARACTERISTICS IN PERCEPTION AND INFLUENCING FACTORS ON MANGOSTEEN PRODUCTS
Lower than 1000000
1000001-2000000
2000001-3000000
3000001-4000000
more than 4000001
0 5 10 15 20 25 30 35 40 45
Not consumed
Consumed
Compared Income/KRW
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Survey ResultCOMPARED DEMOGRAPHIC CHARACTERISTICS IN PERCEPTION AND INFLUENCING FACTORS ON MANGOSTEEN PRODUCTS
Number 1. Age: 50-59 years old Consumed: 60%Married without child Consumed: 62%Income above 4 Mil.KRW Consumed: 66%
Number 2.Age: 20-39 years old Consumed: 53%Married with child Consumed: 56%Income 2 -3 Mil.KRW. Consumed: 52%
Groups that Have ever consumed before?
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Survey ResultCOMPARED DEMOGRAPHIC CHARACTERISTICS IN PERCEPTION AND INFLUENCING FACTORS ON MANGOSTEEN PRODUCTS
Number 1. AGE : 50-59 years
oldYES -- 66.70 %NO -- 33.30 % Income: More than 4
Mil.KRW
YES -- 66.70 %NO -- 33.30 %
Number 2. AGE: 30-39 years oldYES – 50.90 %NO -- 43.40 % Income: 2 Mil.- 3
Mil.KRW
YES – 49.20 % NO -- 46.20 %
Know Thai Mangosteen product?
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RECOMMENDATION
TARGET GROUPFirst Target Group-MALE or FEMALE-AGE : 50-59 years old-MARRIED
- HIGH INCOME
Above 4,000,001 KRW
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RECOMMENDATION
TARGET GROUP
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Second Target Group
-MALE or FEMALE-AGE : 20-39 years old-SINGLE or MARRIED
- MIDDLE LEVEL - INCOME
2,000,001- 3,000,000 KRW
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RECOMMENDED MARKETING MIX STRAGIES
MARKET POSITIONFirst Target
Edible Mangosteen products
- -PREMIUM , HEALTHY and QUALIFIED HYGIENE
Second TargetEdible Mangosteen
products- DELICIOUS , HEALTHY
WITH DOMINANT BRAND NAME
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RECOMMENDED MARKETING MIX STRAGIES
PRODUCT STRATEGIESFirst Target -Certified Quality on the
product label with Country of origin as an imported fruit products
- Health benefit or Nutrient value on the product label
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RECOMMENDED MARKETING MIX STRAGIES
PRODUCT STRATEGIES
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Second Target- -Nice Packaging and
appealing product design with dominant brand name on the product label
-Showing good taste delicious value
Pleasant package
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RECOMMENDED MARKETING MIX STRAGIES
PRICE STRATEGIES
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Second Target- Economy Pricing
For example,
Frozen Mangosteen products 6 Pieces
Price range = 8,000 KRW = 10,000 KRW =15,000 KRW
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RECOMMENDED MARKETING MIX STRAGIES
PRICE STRATEGIES
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First Target- Premium Pricing
For example,
Frozen Mangosteen products 6 Pieces
Recommended retail Price range
= 18,000 KRW = 20,000 KRW =25,000 KRW
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RECOMMENDED MARKETING MIX STRAGIES
PLACES STRATEGIES
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First Target- Recommended retail
places- -Specific shops (e.g
selling only Organic or imported fruit products)
- -Nice display and selling shelves, Pleasant ambiences
- -Situated nearby Residential area
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RECOMMENDED MARKETING MIX STRAGIES
PLACES STRATEGIES
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Second Target
Recommended retail places
- -Convenient and Small shop
- -Nice display and selling shelves, Easy to find
-Situated nearby business area
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RECOMMENDED MARKETING MIX STRAGIES
PROMOTION STRATEGIES
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First TargetRecommended Advertising Campaigns- -Educate and Emphasis term of
“Superfruit” and “Premium” ones in the product labels and ad -words
- List for healthy nutrient benefit in the label or advertising banners- Promoting on Health contribution- e.g
“Anti-aging skin, Anti-cancerLower blood pressure, Lower fever”- -Advertising Channels=- Health blogs online, Medias
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RECOMMENDED MARKETING MIX STRAGIES
PROMOTION STRATEGIES
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First Target
Recommended Sales Promotion Tactics- Buy Big one get Small one free
- - Free premium healthy gift or product lines as small package for tasting e.g Books about Healthy living
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RECOMMENDED MARKETING MIX STRAGIES
PROMOTION STRATEGIES
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Second TargetRecommended Advertising Campaigns
-Taste demonstration
-Promoting on some Health
Contribution e.g- -Energizing- -Reducing Migrain+Stress- -Anti aging+ Anti Cancer
“Antioxidants”
Advertising Channel= Cyworld, Naver blog
Magazine
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RECOMMENDED MARKETING MIX STRAGIES
PROMOTION STRATEGIES
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Second Target
Recommended Sales Promotion tactics - Discount for large package, and discount
more in some special events- - Buy one get one free- - Free fun gift e.g related to health
contribution of products such as Stress ball