entrance of groupe SEB in Thailand-proposal

1. AIRBAKE ALL-CLAD ARNO ASIAVINA CALOR CLOCK IMUSA KRUPS LAGOSTINA MIRRO
MOULINEX PANEX ROCHEDO ROWENTA SAMURAI SEB SUPOR TEFAL T-FAL UMCO WEAREVER
MARKETING PLAN FOR SEB IN THAILAND
ESCP Europe
Marketing Business case
Tobias Siebold Songmei Han Purnima Rao
Luigi Dufour Fengxiang Ling Shaoxin Xu Yimeng Liu
31. January 2014

2. AGENDA
 COMPETITIVE ANALYSIS
 SDA
 COOKWARE
 KEY STRATEGIC DECISIONS
 CONSUMER STRATEGY
 PRODUCT STRATEGY
 BRAND STRATEGY
 KEY IMPLEMENTATION DECISIONS




PRODUCT
PRICE
DISTRIBUTION
COMMUNICATION
1

3. COMPETITIVE ANALYSIS
1. SDA
Groupe SEB addresses 58% of the SDA Market
Groupe SEB
Market share by
Product Family
2013
Electric Fan
0%
Rice Cooker
0.2%
Iron
8.5%
Water Purifier
0%
Blender
6.1%
Vacuum Cleaner
0.4%
Air Purifier
0%
Jar Pot
0%
Hair Dryer
0%
Juicer
7%
Toaster Oven
0%
Other categories
2%
2

4. COMPETITIVE ANALYSIS
1. SDA
SDA Brand awareness
60%
Awareness
50%
40%
30%
20%
10%
0%
Shark
Lion
Tuna
Tiger
Monkey Moulinex Tefal Rowenta Krups
Brands
Main
Competitors
Operational Strategy
Product
Strategy
Distribution Strategy
Communication
Strategy
Pricing
Strategy
Lion
•Production Sourced
in China
•Leading in Blender
and Irons
•Mainly Modern
Trade
•High number of
promoters
•No ATL investment
Medium to high
Shark
•Production Based in
Indonesia and
Japan(ASEAN taxes)
•Leading in Rice
cookers
•Wide range in rice
cookers
•Traditional and
Modern Trade
•High number of
promoters
•Significant ATL
Investments
•High Promotional
Activity
Low to Medium
3

5. COMPETITIVE ANALYSIS
2. COOKWARE
Groupe SEB addresses 38% of the cookware market
Groupe SEB
Market share by
Product Family
2013
Stainless Steel
0%
Non-Stick
8%
Pressure Cookers
1%
4

6. COMPETITIVE ANALYSIS
2. COOKWARE
Cookware Brand Awareness
90%
80%
Awareness
70%
60%
50%
40%
30%
20%
10%
0%
Pony
Seabass
Elephant
Tefal
Brands
Panda
Spontaneous Brand Awareness
Aided Brand Awareness
Product
Competitor
Brand
Positioning
Operational
Strategy
Product Strategy
Distribution Strategy
Communication
Strategy
Non
Stick
Panda
High End
•Local
Manufacturing
•Focus on NonStick
•Almost Absent
from Stainless
Steel
•Channel
Management
•Focus on Modern
Trade
•Weak in
Hypermarkets
Very Low ATL
Focussed on
magazines
5

7. AGENDA
 COMPETITIVE ANALYSIS
 SDA
 COOKWARE
 KEY STRATEGIC DECISIONS
 CONSUMER STRATEGY
 PRODUCT STRATEGY
 BRAND STRATEGY
 KEY IMPLEMENTATION DECISIONS




PRODUCT
PRICE
DISTRIBUTION
COMMUNICATION
6

8. KEY STRATEGIC DECISIONS
1. CONSUMER STRATEGY
7

9. KEY STRATEGIC DECISIONS
1. CONSUMER STRATEGY
How to identify Groupe SEB’s
target markets in Thailand
8

10. KEY STRATEGIC DECISIONS
1. CONSUMER STRATEGY
Suggested criteria for market segmentation:
Suggested segmentation
Segments we focus on
Professional users
End-consumers
Professional users
End-consumers
Rural consumers
Urban consumers
Rural consumers
Urban consumers
Income
Age
Behavioral criteria
Income
Age
Behavioral criteria
9

11. KEY STRATEGIC DECISIONS
1. CONSUMER STRATEGY
Macro segmentation: Professional versus end consumers
Professional users
HoReCa Channels
1. Hotels,
2. Restaurants
3. Catering
7000
6000
5000
4000
3000
2000
1000
0
2005
2010
2014
Source: Datamonitor
10

12. KEY STRATEGIC DECISIONS
1. CONSUMER STRATEGY
Meso-segmentation: Rural versus urban users
Urban Population: 34.8% of total
population.
Growing Urban population.
Different Characteristics and
preferences in the two regions.
34.5
34
33.5
33
32.5
32
31.5
31
Urban
Population (%)
Source: World bank indicator
11

13. KEY STRATEGIC DECISIONS
1. CONSUMER STRATEGY
Micro segmentation: End, urban consumers can be segmented
further in terms of 1) their willingness to pay and 2) the benefits
they look for.
Net Disposable Income per
Household,US$(Absolute)
Customer Needs
Budget Segment
Cheap Price
Functionality Segment
Quality
Reliability
Time Saving
Family Segment
Health and Nutrition
Value for money
Reliability
Enthusiastic Segment
16000
Market Segment
Pleasure
Reliability
14000
12000
10000
Net Disposable Income
per
Household,US$(Absolu
te)
8000
6000
4000
2000
0
2009
2010
2011
2015
Source: Datamonitor
12

14. KEY STRATEGIC DECISIONS
1. CONSUMER STRATEGY
Targeting
Market segment attractiveness
Unattractive
Average
Attractive
Weak
Actual
company’s
strengths
in serving
the market
Budget
Segment
Rural
Average
Older
population
Catch Them
Young
Strong
Enthusiastic
Family and
Functionality
Segments
Primary Targets:
Family
Functionality
Secondary
Targets:
Enthusiastic,
Young Beginners
Segment
Attractiveness
Factors
Urban
Rural
Size
34.8%
65.2%
Accessibility
Modern Trade
Traditional Channels
Growth
Increasing
Declining
•North and
Northeast—
lagging behind.
Competitive Intensity
High
Very High
Source: World Bank
•88 % of the 5.4
million poor live in
rural areas.
13

15. KEY STRATEGIC DECISIONS
2. PRODUCT STRATEGY
14

16. KEY STRATEGIC DECISIONS
2. PRODUCT STRATEGY
How to rethink Groupe SEB’s
product assortment in
Thailand
15

17. KEY STRATEGIC DECISIONS
2. PRODUCT STRATEGY
Entry Level/Must-have
120%
100%
Distinctive
16%
14%
12%
80%
60%
40%
20%
0%
Stage210%
Additional Level
8%
6%
Stage14%
Distinctive Level
2%
0%
Stage1Entry Level
•
•
•
•
Vacuum Cleaner
Toaster oven
ActiFry 2 to 1
….
Market penetration
• Blender
• Juicer
Market growth
• Non-stick
Group SEB maket share
• Iron
• Fan
• Rice Cooker
16

18. KEY STRATEGIC DECISIONS
3. BRAND STRATEGY
17

19. KEY STRATEGIC DECISIONS
3. BRAND STRATEGY
How to rethink Groupe SEB’s
brand portfolio for Thailand
18

20. KEY STRATEGIC DECISIONS
3. BRAND STRATEGY
Moulinex
Consumer
Attitude
Target
Categories
Tefal
Rowenta
Krups
Lagastina
All Clad
•Pragmatic
•Multi –Tasking
•Active
•Invested
•Cook good things
•Pleasure in cooking
•Sensitive to High
Performance
•Balanced
•Passionate
Connoisseur
•Perfectionist
•Curious
•Open Minded
•Educated
•Epicurean
•Elitist
•Professional
•Food Prep
•Food Prep
•Cookware
•Linen Care
•Electrical Cooking
•Home Cleaning
•Fans
•Personal Care
•Linen Care
•Coffee
•Food Prep
•Electrical
Cooking
•Food Prep
•Cookware
•Electrical
Cooking
•Food Prep
•Cookware
•Electrical
Cooking
Target Segment:
High Performance
Product
Categories: NO Food
Prep and Cookware
Target Segment:
Perfectionist
Categories: NO
Cookware
Target Segment:
Experimenter
Categories
All Categories
Target
Segment: Elitist
Categories
All Categories
19
Target Segment:
Pragmatic
Categories
Only Food Prep
Target Segment: Family
Segment
(Super Woman)
Product Categories:
All Categories

21. KEY STRATEGIC
DECISIONS
3. BRAND STRATEGY
Values/Personality/Char
acter:
Substantiators (RTB):
Handle Design
PoP:
Multi-purpose
Healthy
Making
Everyday
Special
Design
Efficient
Durability Brand Mantra: Quality
Red
Innovative French Origin
PoD:
Magazine &
outdoor
advertising
Executional
Properties/Visual
Identity:
20

22. KEY STRATEGIC DECISIONS
3. BRAND STRATEGY
Developing Tefal in the Thai market:
Brand Mantra: Healthy and Easy Cooking to Live a Better Life
POPs: Durability, Quality, Multipurpose in SDA
PODs: Thermo Spot, Innovative healthy technology, French design, High
performance
… and …
Be the RED brand!
21

23. KEY STRATEGIC DECISIONS
3. BRAND STRATEGY
Why red?
Semiotics of red: Thai culture identifies red with Sunday + red identifies passion for
cooking and life.
Belongingness to red: Red is the color of Tefal (and of Groupe SEB more broadly).
Distinctiveness of red: Within this product category red grants easy recognition for
consumers.
22

24. KEY STRATEGIC DECISIONS
3. BRAND STRATEGY
Why is red relevant?
Semiotics of red: Thai culture identifies red with Sunday + red identifies passion for
cooking and life.
Tefal makes cooking so easy that we can cook Sunday specials everyday.
Belongingness to red: Red is the color of Tefal (and of Groupe SEB more broadly).
Red stimulates brand awareness in an easy and convenient way.
Distinctiveness of red: Within this product category red grants easy recognition for
consumers.
If consumers make their choice on the point of sale, then red helps brand
recognition and stands out on the shelves
23

25. AGENDA
 COMPETITIVE ANALYSIS
 SDA
 COOKWARE
 KEY STRATEGIC DECISIONS
 CONSUMER STRATEGY
 PRODUCT STRATEGY
 BRAND STRATEGY
 KEY IMPLEMENTATION DECISIONS




PRODUCT
PRICE
DISTRIBUTION
COMMUNICATION
24

26. KEY IMPLEMENTATION DECISIONS
1. PRODUCT
25

27. KEY IMPLEMENTATION DECISIONS
1. PRODUCT
It conveys the brand message.
ALL PRODUCTS IN RED
(Or at least their package)
3 P’s of communication
1. Passion
2. Performance
3. Practicality
It helps recognition at the point of sale.
26

28. KEY IMPLEMENTATION DECISIONS
2. PRICING
27

29. KEY IMPLEMENTATION DECISIONS
2. PRICING
Products with high penetration rate may be more attractive if there are products in the low –
high market ranges.
Product Level
Pricing
Objective
Entry Level
Sales promotion: make the price
attractive (blender and cookware)
•
•
Enter the market
Products trial, brand building
Stable market
Keep a premium price (rice cooker and
fan)
•
•
Pay for value
Make margins
28

30. KEY IMPLEMENTATION DECISIONS
3. DISTRIBUTION
29

31. KEY IMPLEMENTATION DECISIONS
3. DISTRIBUTION
Tefal’s products need to stand out at the point of sale.
Positioning of products at checkout counters and easily accessible positioning on shelves.
While traditional distribution channels are out of reach for Tefal, we suggest e-commerce in
case of fair internet penetration rate in rural areas.
SDA
Cookware
Product Range
Hypermarkets
Hypermarkets
Entry – Mid Level
Department Stores
Department Stores
Middle – High end
Products
Middle – High End
Electrical Specialists
E-Commerce
E-Commerce
Low - Middle
NO traditional channel: too expensive
30

32. KEY IMPLEMENTATION DECISIONS
4. COMMUNICATION
31

33. KEY IMPLEMENTATION DECISIONS
4. COMMUNICATION
• ATL communication
• BTL communication
Tools
Target
•
•
•
•
•
Value for money
French origin
Innovation
Time saving
Healthy
Content
Media
•
•
•
•
Broadcast
In-store
Digital
E-commerce
32

34. KEY IMPLEMENTATION DECISIONS
4. COMMUNICATION
ATL Tools
BTL Tools
TV Advertising –
Celebrity Chef
Endorsements
Promotions
30 – Day Money Back
Guarantee Schemes
Exchange offers
Viral marketing
Opinion Former
In store promoters and
Demonstrations
Events
33

35. 2/18/2014
34

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