140322 laos xaoban_upload

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Xao Ban Marketing Strategy
1
MoG Team
March 22, 2014

2
Introduction
Keywords of Nut
There is 4 keywords of Nut we feel
• Happiness
• Independent
• Share
• Responsibility
• Wants to do Xaoban without stress
• Nut’s mother work hard for 5
children
• Older brother as a role model let her
take strong appetite
• Studying in Europe let her know hard
work and punctuality
• Appreciate for the society
• Support handicapped
• Support women
• Spread knowledge to young people
• Don’t betray the customer
Nut’s Comments Keywords

3
Introduction
Our understanding about Xaoban model
Good process
Good product
Good Customer
Good Neighbor
1.Ingredients 2.Inbound logistics 3.Production
4.Outbound logistics 5.Selling
Modern Customer
High Quality Yogurt
Modern Customer’s Community
Xaoban is a platform for modern customer

4
Outline
1. Current Status
2. Vision
3. Target Customer
A) Modern Customer
B) Tourists
C) Emerging Customer
4. Strategy

1. Current Status
Sales by Customer / by Channel
Expats is currently Xao Ban’s main customer and Minimart is a major channel
Expats
45%
Lao
30%
Tourist
25%
Estimated Sales by Customer (2013) Sales by Channel (2013)
Mini Mart
43%
Hotel
34%
Restaurant
13%
Xao Ban
Shop
10%

6
1. Current Status
Sales by Product
Yogurt has a big proportion in sales
Sales by Product (2013)
Yogurt
35%
Juice
20%
Jam
15%
others
30%

?
7
1. Current Status
Customer Trend
The importance of expats in the Lao market is decreasing in relation to tourists
and Lao
Expats Tourist Lao
Size
The number will decrease
due to less NGO and
foreign gov. workers
The number will grow The number will grow
Component
Korean and Chinese will
increase
More and more tourists
from Asia-Pacific region
More rich and modern
customers will emerge
Purchase
Unchange More cafe and hotels will
be open for tourists
More purchase at
supermarket and
convenience stores
Yogurt
purchase
Unchange More people will
purchase
Customer Trend

8
1. Current Status
Status
We focused on identifying target customer for Xao Ban to diversify its customer
base
Category Issues Direction Questions for Actions
Customer Around 70% are
expats
Needs to diversify customer
base by targeting tourists and
Lao
• Which customers are our target?
• How is the size of the target?
• What kind of lifestyle?
• How is their yogurt purchase behavior?
• What are their barriers in buying Xao Ban
products?
• What kind of yogurt should be sold to
target customers?
• What promotion activities are required?
Product Yogurt sales
consists 75% of
total
Needs to increase sales of
non-dairy products
• To which customer, we can sell non-dairy
products?
Channel 80% is Mini
mart
Needs to diversify channel by
targeting cafe / restaurants
• What types of channel do we use to target
customers?
Production COGS ratio in
sales is high due
to imported raw
materials
• Cost reduction by starting a
local dairy farm
• Increase productivity with
machines and factory
improvement
Our
Focus

9
Outline
1. Current Status
2. Vision
3. Target Customer
A) Modern Customer
B) Tourists
4. Strategy

10
2. Vision
Vision
1. Diversify source of sales in
• product
• channel
• customer
2. Sales volume increase by 50%
3. Establish local value chain
Xao Ban’s Vision

11
Outline
1. Current Status
2. Vision
3. Target Customer
A) Modern Customer
B) Tourists
4. Strategy

12
3. Target Customer
Customer Map
Expats Tourist Lao
Men Women Men Women
Super rich Upper M Others
Age
0-20
21-40
41-60
61-
Customer Map (Viantiane)
NOT target due to limited budget
NOT target due to limited #
of population
limited
yogurt
consu
mption
NOT
target
due to
limited
budget
Modern
Customer
(4,500
people)
Modern
Customer
(7,500)
A A
Tourists
(2.6 mil people)
B
Emerging
Customer
(126,750)
C
NOT target due
to limited yogurt
consumption
NOT
target
as
wives
pur-
chase
yogurt

13
3. Target Customer
Customer Purchase Point
Target customers purchase products in different places
A Modern
Customer
B Tourists C Emerging
Customer
Customer Purchase Point

14
3. Target Customer
Customer Summary
Modern
Customer
Tourists
Emerging
Customer
Expats Local
1 Population
4,500
people
7,500
people
2.6 Mil people 126,750 people
2 Income
USD4,300 /
m
USD1000 /
m
Over
USD1,500 / m
USD200 / m
3 Occupation
Housewife,
Lao
workers
Cetral bank,
landowner
Business man, teacher Student, Worker
4
Yogurt Purchase
Volume
1800g / w
300 g / w
300 g / w
(150g x 2)
(Potential)
About 375 g / w
(150g×2.5)
5
Market Size
(1 x 4 x 52w)
421 ton / y 11.7 ton / y
15 ton/ y
(Potential)
2,471 ton/ y
6
Xao Ban
Purchase
Experience
Recognitio
n: 100%
Purchase:
100%
Recog:
100%
Purchase:
60%
Recognition: 0%
Purchase: 0%
Recognition: 18%
Purchase: 5%
A B C
Customer Summary

15
3. Target Customer
Research Result – Package Design
Xao Ban A. Bulla B. Dutch
C. Foremost D. Meiji E. Lao Yogurt

16
3. Target Customer
PIC
Modern
Customer (n=32)
Tourists
(n=16)
Emerging
Customer (n=43)
1 Xaoban 69% 35%
2 A. Bulla 16% 13%
3 B. Dutch 16% 19% ✔✔
4
C.
Foremost
0% 36%
5 D. Meiji 0% 0%
6
E. Lao
Yogurt
0% 0% ✔
A B C

17
3. Target Customer
Research Result – Product Volume
Modern
Customer
Tourists
(n=16)
Emerging
Customer (n=54)
1 100g 7% 38%
2 150g ✔ 93% 62%
3 300g
4 600g ✔
A B C

18
3. Target Customer
Research Result – Message
Message
Modern
Customer (n=28)
Tourists
(n=30)
Emerging
Customer (n=20)
1 Laos top 10 woman manager 26% 4% 1%
2 High quality thailand milk 4% 5% 4%
3 Made in laos 12% 22% 60%
4 Using starter from Denmark 7% 7% 1%
5 Employ disadvantage 25% 11% 4%
6 Traceability 17% 16% 10%
7 Handmade 0% 16% 15%
8 Limited production 5% 3% 1%
9
Tasty yogurts admired by the
worlds 5% 12% 4%
A B C
Research Result – 9 Messages

19
Outline
1. Current Status
2. Vision
3. Target Customer
A) Modern Customer
B) Tourists
4. Strategy

20
3. Target Customer
Modern Customer – Portrait
Modern Customer Portrait
A
Customer Pic
Yogurt
Consumption
1800g/w
Occupation Housewife
Family 4
Hobby Tennis
Shopping Phonsiri Siavon…etc
Market Size
Xao Ban
Purchase
Yogurt, fresh juice
Population 12,000
Income
Other Belonging to volunteer
group
$430,000

21
3. Target Customer
Modern Customer – Purchase Behavior on Yogurt
Modern Customer Purchase Behavior on Yogurt
A
Recognition
Interest
Action
Compare
Purchase
Use
Attachment
Spread
Word of mouth
Go to the supermarket
taste price
Hoarding
600g

22
3. Target Customer
Modern Customer – Xao Ban Purchase – 8 stepsA
100% 100% 100% 100% 100% 100% 100%
0%
20%
40%
60%
80%
100%
120%
Recognition Interest Action Compare Purchase Affection Spread
Xao Ban Purchase – 8 Steps
Comment
•We can
see
Xaoban
yogurt
anywher
e.
•Simple
design
•Rich
image
・Taste
・Healthy
•Word of
mouth
•Suitable
for
presents

23
3. Target Customer
Modern Customer – Xao Ban Purchase – 8 stepsA
100% 100% 100% 100% 100%
30% 30%
0%
20%
40%
60%
80%
100%
120%
Comment
•Almost
everyone
know
Xaoban
Non-
yogurt
•Xaoban
brand
through
yogurt
•Taste is
too
strong
•Xaoban
brand
through
yogurt
•Xaoban
brand
through
yogurt
•Xaoban
brand
through
yogurt

24
3. Target Customer
Modern Customer – Xao Ban Purchase – IssuesA
Modern Customers – 8 Steps Issues
8 steps
Recognition 100%
Interest 100%
Action 100%
Compare 100%
Purchase 100%
Use 100% Size , Taste(feeling in the mouth or semisweet)
Attachment High Not feeling familiarity or Attachment
Spread High

25
3. Target Customer
Modern Customer – Xao Ban Purchase – IssuesA
Modern Customers – 8 Steps Issues
8 steps
Recognition 100%
Interest 100% Xaoban brand has a healthy image
Action 100%
Compare 100%
Purchase 100%
Use 100%
Attachment 30% Taste is too strong
Spread 30%

26
3. Target Customer
Modern Customer – Customer StrategyA
Evolution of Xao Ban Customer
Yogurt
Yogurt
Yogurt
Tourist Emerging
Customer
Modern
Customer
Make people to
Start to buy Yogurt
Increase yogurt
purchase
Increase non-yogurt
product purchase

27
3. Target Customer
Modern Customer – Product
It’s necessary to aim at the both taste, existing and soft , according to
nationality
A
・Add soft taste of dressing and paste sauce
・Aim at the both taste, existing and soft.

28
3. Target Customer
Modern Customer – Promotion
Modern Customer – 8 Steps – Promotion
8 steps
Recognition 100%
Interest 100%
Action 100%
Compare 100%
Purchase 100%
Use 100%
Attachment 30%
Listing key message through the strong point of
Xaoban on the product Label
Spread 30% Making a shop which raises brand value of xaoban
A
It’s necessary to focus on Attachment and spread.

29
3. Target Customer
Modern Customer – Promotion – Recommendation
Message
and
shop
purchase
use
Attachme
nt
spread
A
It’s necessary to operate from purchase to spread through message and
shop.

30
3. Target Customer
Modern Customer – Overview
Overview
A
For increasing brand value of xaoban
Product Promotion
shopProduct
The concrete tactics The concrete tactics The concrete tactics

3. Target Customer
Modern Customer-product
Add soft taste of dressing and paste sauce .
31
A
Aim at the both
taste, existing and
soft.
Soft taste
(Less garlic)

32
3. Target Customer
Modern Customer – Promotion – Product
Bland value is increasing by listing key message through the strong point of
Xaoban on the product Label
List image
A
Exiting product pic
1.Made in Laos
2.Handmade
3.Tasty yogurt
admired by the world

33
3. Target Customer
Modern Customer – Promotion – Shop
Brand value is increased by making a shop which consider natural, family and
added value as concept
A
Added value
Nature
Shop through the concept of nature , family and added value
Family
・Arrange flower outside fence
・Growing grass on the deck space to take a rest for mothers
and kids
・Tasting event for new product for customer
・Present a recipe from Xaoban mother
・Shop-limited product

34
Outline
1. Current Status
2. Vision
3. Target Customer
A) Modern Customer
B) Tourists
4. Strategy

35
3. Target Customer
Tourist– Portrait
Tourist Portrait
B
Customer Pic
Yogurt
Consumption
300 g / w(150g x 2)
Market Size 1,571,340/ y
Xao Ban
Purchase
Recog: 0%Purchase: 0%
Population 2,723,564 people
Income Over USD150,000 / m
Café on the Rue se tthathilat
stree
Place to stay Guesthouse, hotel
Place to visit
Shopping Morning Market
Days to stay
Patou Xai, Thai Luang
Place to eat
4 days

36
3. Target Customer
Tourist – Purchase Behavior on Yogurt
Tourist Purchase Behavior on Yogurt
B
Recognition
Interest
Action
Compare
Purchase
Use
Attachment
Spread
Free Paper Poster
Free Paper Panph POP
Cafe MiniMart Breakfast in the Hotel
MIniMart
Cafe
Cafe MInimart
POP
Facebook Blog Twitter
Breakfast in the Hotel

37
3. Target Customer
Tourist – Xao Ban Purchase – 8 stepsB
0% 0% 0% 0% 0% 0% 0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Comment
•100% of tourist don’t know Xaoban. There are shops selling XaoBan product but 0% of tourist know
XaoBan.
⇒Taking strategy increasing recognition can make opportunity the tourist buy XaoBan product.

38
Because of lucking
of the interaction
rate of the
recognaization is 0%
Advertise in
public
Increase the
number of chanel Café
Increase the
oppotunity for
interaction
3. Target Customer
Tourist – Problems in RecognitionB
minimart
channel

39
3. Target Customer
Tourist – Xao Ban Purchase – Issues
Tourist – 8 Steps Issues at cafe
8 steps
Recognition 0% Café sell xaoban’s product without xaoban’s name
Interest 0% Without POP we can`t tell the message for customer
Action 0%
Compare 0%
At café xaoban product should be sold more expensive
because all products are expensive(coffee/17000kips)
Purchase 0%
Use 0%
Attachment 0%
Spread 0%
B

40
3. Target Customer
Tourist – Xao Ban Purchase – Issues
Tourist – 8 Steps Issues at minimart
8 steps
Recognition 0% No POP
Interest 0% Without POP we can`t tell the message for customer
Action 0%
Compare 0%
Yogurt doesn’t meet customer’s needs
Minimart is too competitive market
Purchase 0%
Use 0%
Attachment 0%
Spread 0%
B

41
The number of
customer×
Easy to sell with higher
price
Because
・tourist pays more at
café than any local area
・At café xaoban product
should be sold more
expensive because all
products are
expensive(○○keeps)
0
10
20
30
40
50
60
70
80
90
認知興味行動比較購買
after start PR in the future 列1
Easy to increase the rate of parchase
Actually rate of recognaization of Xaoban is 0% because
café serve yougurt without xaoban`s name
put xaoban product itself and put advatisement will
increase the number of the rate of 8step to purchase
3. Target Customer
Tourist – Xao Ban Purchase – Where to PlayB
price

• We would like to propse enough PR and sell
product much higher price with xaoban
product itself
↓
customer will think xaoban goes comarcialism
and reputation of xaoban brand will
contaminated.
Because xaoban sell same product with different
price at each place
42
3. Target Customer
Tourist – Xao Ban Purchase – ProblemsB

Name : champa lao yogurt
Taste:flaveres(Mango,Lao Blackberry,Mulberry,Mango Passion,passion fruit)
Logo:
Catch copy:narural hand made gift from Lao
Detail:provide more lao and luxury product to all tourists come to Laos only at
café. therefore newbrand and current brand have different customer bases
,They aren’t served at same chanel and products are diefferent.
43
3. Target Customer
Tourist – Xao Ban Purchase – Establish New BrandB

44
3. Target Customer
Tourist – Product – Name
Tourist – Product – Name
B
Factor Candidate Names
Made in Lao 24%
• Handmade Lao Yogurt
• Lao Yogurt
• Champa Lao Yogurt
• Elephant Yogurt
• Yogurt Lao
• Champa Yogurt

45
3. Target Customer
Tourist – Product – Symbol
Tourist – Product – Symbol
B
Factor Candidate Symbols
Made in Lao 24%

46
3. Target Customer
Tourist – Product – Catch Phrase
Tourist – Product – Catch Phrase
B
Factor Candidate Catch Phrases
• Made in Laos 24%
• Handmade 16 %
• Naturtal Gift from Lao
• Handmade in Lao
• Handmade gift for Healty
living
• Healthy Gift from Lao
• Quality Gift from Lao
• Handmade Gift from Lao

47
3. Target Customer
Tourist – Product – Name – Result
Product Name – Result
Names Evaluation
Handmade Lao Yogurt 32%
Lao Yogurt 23%
Champa Lao Yogurt 18%
Yogurt Lao 9%
Elephant Yogurt 9%
Wat Yogurt 5%
Mekong Yogurt 5%
Champa Yogurt 0%
B

48
3. Target Customer
Tourist – Product – Symbol – Result
Product Symbol – Result
Symbol Pic Evaluation
Champa 31%
Flavor(Mulberry) 31%
Elephant 19%
temple 16%
Geography 6%
Flag 6%
B

49
3. Target Customer
Tourist – Product – Catch Phrase – Result
Product Catch Phrase – Result
Catch Phrases Evaluation
Natural Gift from Lao 35%
Handmade in Lao 25%
Handmade gift for healthy living 25%
Healthy Gift from Lao 10%
Quality Gift from Lao 0%
Hand made gift from Lao 0%
B

50
3. Target Customer
Tourist – Product – ImageB
Name Champa Lao Yogurt
Symbol Champa
Catch Phrase Ntural Hand made Gift from Lao
Volume 150g
Flavor 5 types

51
3. Target Customer
Tourist – Product – ImageB
Flavor
Package
Mulberry Mango
Passion
Fruit
Mango
Passion
Lao Black
Berry

52
3. Target Customer
Tourist – Promotion – MessageB
Xaoban is
Natural Handmade Yogurt made in Laos,
which is the Art made with Sincere Love and Care.
We provide the unforgettable healthiest moment
to modern customers who understand the difference
because we believe that “Yogurt is Art”;
depending on the climate and maker’s feeling, the taste of Yogurt is
changed , so that it is important to talk with Yogurt.
We can achieve the highest and the healthiest quality
which mass production cannot achieve by:
・Using local ingredients to keep our Yogurt fresh
・Strong connection between the manager and the workers, which enables to
keep the quality always high
・Hiring Disadvantaged people to let them bloom their potentials

53
3. Target Customer
Xaoban is
Strongest appeal to Tourists
→ Should be used in the selling message

54
3. Target Customer
Xaoban is
Xaoban’s Uniqueness
→ Can be used to diffferentiate
→ Can be used to diffferentiate
→ Can be used to differentiate

55
3. Target Customer
Tourist – Promotion
Tourist – 8 Steps – Promotion
8 steps Promotion List
Recognition
Poster, pop , uchiwa , publicity, Miss Lao Contest, coffee coaster,
travel note at the guesthouse,
Interest Champ flower vase, pop, yogurt after spa, factory visit
Action relax map, beautiful map
Compare
design ,proses of product, collaboration with the sightseeing points,
use the image of ice, use as seichozai
Purchase Ads with European’s picture
Use Recipe
Attachment Information for new product
Spread Facebook, blog
B

56
3. Target Customer
Tourist – Promotion
Tourist – 8 Steps – Promotion
8 steps Promotion List
Recognition
Poster, pop , uchiwa , publicity, Miss Lao Contest, coffee coaster,
travel note at the guesthouse,
Interest Champ flower vase, pop, yogurt after spa, factory visit
Action relax map, beautiful map
Compare
design ,proses of product, collaboration with the sightseeing points,
use the image of ice, use as seichozai
Purchase Ads with European’s picture
Use Recipe
Attachment Information for new product
Spread Facebook, blog
B

57
3. Target Customer
Tourist – Promotion – RecommendationB
Uchiwa
/Map
Go
cafe
See
flower
Eye catch
POP
Emotional
POP

• Target:
– Tourists
who is suffering from the hot weather in Laos
• Aim:
– Increase the brand recognition of Xaoban
B
3. Target Customer
Tourist – Promotion – Idea 1: Uchiwa
Aim Contents 8Steps
Impact/
Feasibility
How To Cost
Visual
Image

B
3. Target Customer
Aim Contents 8Steps
Impact/
Feasibility
How To Cost
Visual
Image
• Communication Media:
– Uchiwa

B
3. Target Customer
Aim Contents 8Steps
Impact/
Feasibility
How To Cost
Visual
Image
• Distribute Uchiwa, on which Xaoban’s
advertisement is printed, to Tourist for FREE
①by using it, the person who got the
Uchiwa will get to know about Xaoban
②by using it on the street everywhere,
it will increase the recognition of
Xaoban of others too

B
3. Target Customer
Aim Contents 8Steps
Impact/
Feasibility
How To Cost
Visual
Image
8Steps Action
Recognition Know Xaoban by getting Uchiwa on which Xaoban’s advertisement is
designed.
Interest Get interested in seeing the picture and copy, and feel that they want to
try.
Action Feel like going to the café and check where they can eat on the map on
the back of Uchiwa.
Compare In the café, there’s a same Logo designed on POP as the one printed on
Uchiwa, so that they feel more familiar to Xaoban’s Yogurt than other
food.
Purchase Buy
Use Eat
Attachment Like the taste and check about Xaoban’s company information by
searching on the internet, which is linked with QR Code
Spread Like Xaoban’s facebook page, and tell others.

B
3. Target Customer
Aim Contents 8Steps
Impact/
Feasibility
How To Cost
Visual
Image
Impact: Why Uchiwa?
• Customer surely use it because it is hot.
• Customer will use it for long time.
(It won’t be thrown away easily.)
→The effect of advertisement lasts long.
• Size of the advertisement area is big.
→Can put both sides and easy to catch eyes.
• It can be used everywhere.
→Advertisement will spread broadly.

B
3. Target Customer
Aim Contents 8Steps
Impact/
Feasibility
How To Cost
Visual
Image
• Merit for Cost-taker:
– Can Put advertisement on Uchiwa

B
3. Target Customer
Aim Contents 8Steps
Impact/
Feasibility
How To Cost
Visual
Image
• Decide the design of Uchiwa
• Make a sample
• Show the sample and get advertising expenses
from café where Xaoban’s Yogurt is sold.
• Distribute Uchiwa at Tourist Information
Center, hotels/guesthouses, sight-seeing
points.
• Put POP on which the same logo as the one on
Uchiwa at the café.

B
3. Target Customer
Aim Contents 8Steps
Impact/
Feasibility
How To Cost
Visual
Image
Cost:
• 30~60/one Uchiwa (=2340~4680LAK/one Uchiwa)
• 7462 new tourists to Vientiane/day [fact]
• 1 uchiwa can increase recognition of 10 people[assumption]
→ X*10=the number of tourists which can be advertised with
Uchiwa
If we aim 5% increase of recognition per day
X*10=7,462*0.05
X=37.31
→Cost per day: 87305.4LAK~174610.8LAK

B
3. Target Customer
Aim Contents 8Steps
Impact/
Feasibility
How To Cost
Visual
Image
Human Resources:
• (Person who can design the Uchiwa)
• (Person who makes the Uchiwa)
• Several People who distributes the Uchiwa
to guest house and cafe

B
3. Target Customer
Aim Contents 8Steps
Impact/
Feasibility
How To Cost
Visual
Image
FRONT

B
3. Target Customer
Aim Contents 8Steps
Impact/
Feasibility
How To Cost
Visual
Image
Experience the Healthiest Day
with the Natural Gift from Lao
FRONT

B
3. Target Customer
Aim Contents 8Steps
Impact/
Feasibility
How To Cost
Visual
Image
Enjoy the Natural Gift
from Lao
FRONT

B
3. Target Customer
Aim Contents 8Steps
Impact/
Feasibility
How To Cost
Visual
Image
Are You ?
Solve with
FRONT

3. Target Customer
Tourist – Promotion – Idea 1: UchiwaB
Aim Contents 8Steps
Impact/
Feasibility
How To Cost
Visual
Image
Enjoy the Natural Gift
from Lao
FRONT

B
3. Target Customer
Aim Contents 8Steps
Impact/
Feasibility
How To Cost
Visual
Image
Café
Advertisement
Mini mart
Advertisement
BACK

• Target:
– Tourists
who want imformation about the relaxation
• Aim:
– Increase the acknowledgement of Xaoban～
action to arrive café which deal with Xaoban
product
3. Target Customer
Tourist – Promotion – Idea 2: Map
Aim Contents 8Steps
Impact/
Feasibility
How To Cost
Visual
Image
B

• Choose relaxing spot around bientian（ex cafe、
restaurant , sightseeing spot, spa ,hotel）
• Introduce café on the map which serve xaoban
product
• Put xaoban`s advertisement on the Map
• Provide model route
• Use unusual texture paper to make diefferent
from the other maps
3. Target Customer
Aim Contents 8Steps
Impact/
Feasibility
How To Cost
Visual
Image
B

Recognition Tourist has high demand for nature and relax.
They will take it
Interest Because of Proper message for tourist.they will get interested in xaoban
product
Action They will reach café serve xaoban product because they will follow map`s
information and all café in the map serve xaoban product
Comparison ①tourist has already got familiar with xaoban because they saw on the
map
②proper message and package will help xaoban product to be sold
Buy Buy
Use Eat
Attachment Like the taste and check about Xaoban’s company information by
searching on the internet, which is linked with QR Code
Spread Like Xaoban’s facebook page, and tell others.
3. Target Customer
Aim Contents 8Steps
Impact/
Feasibility
How To Cost
Visual
Image
B

3. Target Customer
Aim Contents 8Steps
Impact/
Feasibility
How To Cost
Visual
Image
B
Benefit for
stakeholder
Café which deal with
xaoban product
Café which dosen`t deal
with xaoban product
Shop excepts cafe
Help our idea because the
number of their customer`s
gonna increase
Would like to deal with
xaoban product
put this Map on each shop
because they`d like to put
their imfo on the map
Human resource
・publish maps
・communicate with stakeholder
Stake holder result

3. Target Customer
Aim Contents 8Steps
Impact/
Feasibility
How To Cost
Visual
Image
Decide and
negotiate the
shop which is put
on the map
put the map on
each café which
deal with xaoban
product
Review the map
every year
Publish the mapDesign the map
Negotiate with
other shop which
is relaxable spot
B

Xaoban is
Yogurt made in Laos,
depending on the climate and maker’s feeling, the taste of
Yogurt is changed , so that it is important to talk with Yogurt.
・Using local and fruit to keep our Yogurt fresh

• Target:
– Tourists
• Aim:
– Make tourists look at the product by Creating
attractive Point Of Purchase advertisement
B
3. Target Customer
Tourist – Promotion – Idea 3: POP
Aim Contents 8Steps
Impact/
Feasibility
How To Cost
Visual
Image

B
3. Target Customer
Aim Contents 8Steps
Impact/
Feasibility
How To Cost
Visual
Image
• After Introducing tourist who have already
acknowledged Xaoban and been interested in
the product thorough medium to café,
put attractive POP at café which catches
customer’s eyes and make them purchase it.

B
3. Target Customer
Aim Contents 8Steps
Impact/
Feasibility
How To Cost
Visual
Image
8Steps Action
Acknowledgement Display the POP at the place tourists can recognize When they
enter the shop. （POP①）
Interest Use the picture of the yogurt which looks local taste and delicious.
（POP①）
Action
Comparison
Buy
Use
Attachment The feature of XaoBan and product is on the seat. 座る席に、
（POP②
Spread QR code on the label in order to share FB（POP②

B
3. Target Customer
Aim Contents 8Steps
Impact/
Feasibility
How To Cost
Visual
Image
Impact: Why POP?
Merit For Xaoban
→XaoBan product can be caught attention more
than other products in Menu.
Merit For Customer
→Easy to imagine the product because of the
picture on POP, tourist would easily purchase the
product.

B
3. Target Customer
Aim Contents 8Steps
Impact/
Feasibility
How To Cost
Visual
Image
• Merit For Café :
– POP can promote customers to buy high priced
product

B
3. Target Customer
Aim Contents 8Steps
Impact/
Feasibility
How To Cost
Visual
Image
• deciding selling message and brand
atomosphere
• Considering the idea of POP design
• Proposing to expand channel （Xaoban→Café）
• Practice the plan

B
3. Target Customer
Aim Contents 8Steps
Impact/
Feasibility
How To Cost
Visual
Image
▼Cost：
→1 POP about 5,000kip/1sheet:
→1 clip about 10,000kip/1clip
forCafe:
POP&Clip:32 /1cafe(most café has 30 seats)
POP①two "eye catch" pops at counter
POP②thirty "emotional "pops at table
▼Human Resouce
Xaoban have to do：
・Design
POP design outsauce to printing shop
・add
the pop add when you sell the cafe

B
3. Target Customer
Aim Contents 8Steps
Impact/
Feasibility
How To Cost
Visual
Image
Natural type Clearly type
Eye catch POP

• Target:
– Tourists
who enters the cafe
• Aim:
– Increase the acknowledgement of Xaoban
B
3. Target Customer
Tourist – Promotion – Idea 4: Flower Vase
Aim Contents 8Steps
Impact/
Feasibility
How To Cost
Visual
Image

B
3. Target Customer
Aim Contents 8Steps
Impact/
Feasibility
How To Cost
Visual
Image
• By providing the image flower ‘Champa’ and
flower vases on which Xaoban’s logo is
designed
– Xaoban can advertise and increase the
acknowledgement
– Café can improve the atmosphere by putting
flower as an interior

B
3. Target Customer
Aim Contents 8Steps
Impact/
Feasibility
How To Cost
Visual
Image
8Steps Action
Acknowledgement Know Xaoban by seeing the flower vase which is placed where the
vase can get attention easily.
Interest Get interested in seeing the flower and the logo
Action -
Comparison By using such an unusual media, it can get much more attention
compared with the usual advertisement.
Buy Buy
Use Eat
Attachment By reading the story of Xaoban written on the leafret, know more
about the social side of Xaoban, which leads to the attachment
Spread By knowing the social message, customer spreads it through
words of mouth or social media.

B
3. Target Customer
Aim Contents 8Steps
Impact/
Feasibility
How To Cost
Visual
Image
• Since Champa is the national flower of Lao,it
must be atractive for touristes.
Impact→one flower vase can advertise to a lot
of customers because many people can sit on
one table with flower vase.

B
3. Target Customer
Aim Contents 8Steps
Impact/
Feasibility
How To Cost
Visual
Image
• Merit for Cost-taker:
– Café can improve the atmosphere by putting the
flower vase

B
3. Target Customer
Aim Contents 8Steps
Impact/
Feasibility
How To Cost
Visual
Image
• Decide the design of logo
• Put the flower vase at the café where
Xaoban’s Yogurt is sold.
• Distribute Uchiwa at Tourist Information
Center, hotels/guesthouses, sight-seeing
points.
• Put POP on which the same logo as the one on
Uchiwa at the café.

B
3. Target Customer
Aim Contents 8Steps
Impact/
Feasibility
How To Cost
Visual
Image
• Person who buy the flower and deliver.
• ・Create logo or POP and put on the vase
• Through the communication at the café,
increase the café where Xaoban’s Yogurt is
sold.

B
3. Target Customer
Aim Contents 8Steps
Impact/
Feasibility
How To Cost
Visual
Image

97
3. Target Customer
Customer Summary at cafe
Customer Summary at cafe
Prospective
of sales
Tourist Number of the shop Days in a year
229,950,000(kip)
→10％ of sale of
XaoBan in 2013
Seat Open Hours(h) Operation Rate Ratio of Tourist Prospective Rate
Customer 30 15 70％× × ＝ 12.6 person
(1day)
40％× 10％
12.6person/1d 5shops 365d× × ＝
×
※5shops : “Joma”,”True coffee”,”Syri2”,”Sinouk café”,”Le Banneton”

98
Outline
1. Current Status
2. Vision
3. Target Customer
A) Modern Customer
B) Tourists
4. Strategy

99
3. Target Customer
Emerging Customer – Portrait
Emerging Customer Portrait
C
Customer Pic
Yogurt
Consumption
2.5 times/week(ave.)
Residence Vientiane
Occupation Students, Worker
Family
Hobby Sports（Jogging etc…, Sauna
Shopping Market, Mini-Mart, SuperMarket
Market Size 135,200 million kip
Xao Ban
Purchase
xxx
Population 126,750
Income 200USD(ave.)
Other Almost all of them eat
Yogurt as desserts for their
healthy and Beauty.
7~10members/family

100
3. Target Customer
Emerging Customer – Purchase Behavior on Yogurt
Emerging Customer Purchase Behavior on Yogurt
Recognition
Interest
Action
Compare
Purchase
Use
Attachment
Spread
Price Package Healthy xxx
xxx xxx xxx xxx
C
✓Media・・・TVCM, Magazine
✓Shops・・・・Minimart, Supermarket
✓Internet・・・SNS, HP
✓others・・・off line communication
✓Price・・・4,000~7,000Kip
✓Package・・・More colorful
✓Volume・・・100~150g
✓Competitor・・・Dutch, Vina milk, Danon
✓Taste・・・More Sweet
✓Price・・・Affordable one to buy average 2.5times per weeks
✓Message・・・Made in Laos, Healthy, Beauty

101
3. Target Customer
Emerging Customer – Xao Ban Purchase – 8 steps
28% 28% 28%
17% 17%
5% 5%
0%
20%
40%
60%
80%
100%
Xao Ban Purchase – 8 Steps (n=109)
Comment
•aaa •aaa •aaa
<Competitor>
• Sweety Lao favorite taste
<Customer>
• No capability to pay much due
to often eating yogurt.
• High mind for healthy and
beauty.
<Company>
• messaging Xaoban high
quality
C
<Competitor>
Competitor’s promotion influence
customer
<Customer>
・Customers often go Mini-mart and
some supermarket
<Company>.
・No recognition if there no products
in shop
.
<Competitor>
• Main is Dutch and Vinamillk
• Price superior because of the
size of company and materials.
<Customer>.
•Like bright design and cheap
products from Thailand.
<Company>
• Higher price and Simple design

102
3. Target Customer
Emerging Customer – Xao Ban Purchase – Issues
Emerging Customers – 8 Steps Issues (n=55)
8 steps Issues Identified and bottleneck
Recognition 28% 1st Small numbers of Channel
※ But it is no able to change because of the limited
production and the capability of the shop.
2nd Simple looks
※ little awareness in shop
(3rd promotion using some media )
Interest
Action
Compare 17%
1st High price
2nd Simple looks
3rd No messaging Xaoban features and good quality
Purchase
Use
Attachment 5% 1st Sour taste
2nd No messaging Xaoban features and good quality:
3rd Small numbers of ChannelSpread
C

3. Target Customer
Emerging Customer – brand strategy
103
Dream
Real
①taste
②price
③looks
New brand
strategy
①Made in laos
②High quality
③No preservatives added
But we think this is Xaoban’s strong points at the same time
C

3. Target Customer
Emerging Customer – brand strategy
104
C
xaoban
Dutchmil
vinamilk
New
brand
①
xaoban
junior size
Deep Needs
Wide Needs
②

3. Target Customer
Emerging Customer – brand strategy ①
105
C
Current analysis
Customer needs
• Unique product
• sweet yogurt
• colorful package
design
• Low price
5000kip~6000kip
yogurt
Xaoban
・Sour yoguｒt
・simple package
8000kip yogurt
①New Brand
Strategy

3. Target Customer
Emerging Customer – survey on looks
① with fruit sauce ②with cereal
33%(18people) 67%(37people)
○ ◎
106
○△ ×
①twice amount of
fruit sauce type ②normal type ③separate type
25%(14people) 16%(9 people) 58%(32people)
○ △ ◎
Twice
(30%)
Place: university
Target: female students (N=55 )
Q1
Q2
C
①New Brand
Strategy

107
3. Target Customer
Emerging Customer – Research Result – Package Design
Emerging customers prefer colorful and stand-out packages
PIC
Modern
Customer (n=32)
Tourists
(n=16)
Emerging
Customer (n=43)
1 Xaoban 69% 35%
2 A. Bulla 16% 13%
3 B. Dutch 16% 19% ✔✔
4
C.
Foremost
0% 36%
5 D. Meiji 0% 0%
6
E. Lao
Yogurt
0% 0% ✔
A B C
①New Brand
Strategy
C

3. Target Customer
Emerging Customer – survey on the packages①
108
no1 no2 no3 no4
30%(14people) 60%(28people) 10%(5people) 0%(0people)
○ ◎ △
No.1 No.2
No.4No.3
C
Place: university
①New Brand
Strategy

3. Target Customer
Emerging Customer – survey on the packages②
109
No.1 No.2
32.5%(13people) 67.5%(27people)
No.1 No.2
C
Place: university
Female Students
①New Brand
Strategy

3. Target Customer
Emerging Customer – survey on packages①
No.1 No.2
26.3%(5people) 73.7% (14people)
110Place: office area subject: women in
20~30 old (N=19)
No.1 No.2
C
Working Women
①New Brand
Strategy

111
3. Target Customer
Emerging Customer – Research Result – Message
Message
Modern
Customer (n=28)
Tourists
(n=30)
Emerging
Customer (n=20)
1 Laos top 10 woman manager 26% 4% 1%
2 High quality thailand milk 4% 5% 4%
3 Made in laos 12% 22% 60%
4 Using starter from Denmark 7% 7% 1%
5 Employ disadvantage 25% 11% 4%
6 Traceability 17% 16% 10%
7 Handmade 0% 16% 15%
8 Limited production 5% 3% 1%
9
Tasty yogurts admired by the
worlds 5% 12% 4%
A B C
Research Result – 9 Messages
①New Brand
Strategy
C

3. Target Customer
Emerging Customer – survey on packages⑤
112
Made in Laos39 Healthy Beauty
39%(9people) 52%(12people) 13%(3people)
○ ◎ △
Place: university
Subject: female students (N=24 )
C
Female Students
①New Brand
Strategy

3. Target Customer
Emerging Customer – survey on packages④
113
【message】
Made in Laos Healthy Beauty
53%(10 people) 26%(5people) 21%(4people)
◎ ○ △
C
Place: office area subject: women in
20~30 old (N=19)
Working Women
①New Brand
Strategy

114
3. Target Customer
Emerging Customer – Research Result – Product Volume
Modern
Customer
Tourists
(n=16)
Emerging
Customer (n=54)
1 100g 7% 38%
2 150g ✔ 93% 62%
3 300g
4 600g ✔
A B C
C

3. Target Customer
Emerging Customer – the best example
115
C
Taste
Package
Volume
Price
• Double amount of fruits source
• Cereal
• Powder milk
150g
Colorful and Fresh
6,000 kip
(Slight expensive
than competitors)
7,000 kip (cereal)
①New Brand
Strategy

3. Target Customer
Emerging Customer – the best example
116
・getting new customers
⇒laotian
・to avoid breaking the
original philosophies of
Xao Ban
・preparing for changing
taste.
・It may have to
introduce new facility
※when productive
capacity is exceeded
New productive line
※when productive
capacity is exceeded
Merit
Demerit
What is neededTo consider
Twice amount of fruit
sauce than now
With cereal which makes
differentiation and offer an
customer new food texture
C
①New Brand
Strategy

3. Target Customer
Emerging Customer – Junior Size StrategyC
Taste
Package
Volume
Price
• Sweetened
• Regular
• Fresh milk
• fruits source
100g
Unchange (Xao ban Style)
6,000 kip
(Slight expensive
than competitors)
②Junior Size
Strategy
Purpose • Give customers chance to
try Xao Ban quality

118
Do you go to m-point mart?
3. Target Customer
Emerging Customer – make popC
Do you know Xaoban?
n = 109
Problem
①there are no Xaoban product in m-point mart near their office
②they don’t notice Xaoban product in m-point mart
14%
64%
7%
14%
7days
2-3days
1days
more less
→ a lot of people go to
m-point mart → lower recognition
n = 20
28% 28% 28%
17% 17%
5% 5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
②Junior Size
Strategy

119
3. Target Customer
Emerging Customer – make popC
xaoban’s product should catch more customer’s eyes
①there are no Xaoban product in m-point mart near their office
Xaoban should delivery more product to m-point mart
②they don’t notice Xaoban product in m-point mart
→minimart or m-pointmart is
important place for making
them know Xaoban 90%
10%
m-point
other
N=20
How do you know Xaoban?
②Junior Size
Strategy

3. Target Customer
Emerging Customer – strategy to catch more eye’s
120
C
Nut
face
Made in laos
Xaoban make product for your
beauty and healthy life
No additive added
Point of purchase advertisement
①Emphasis message “made in Laos”
②Your face
③Colorful
④No additive added
②Junior Size
Strategy

121
①emphasis message “made in laos”
Many lao people want to cheer
up Lao product
3. Target Customer
Emerging CustomerC
53%26%
21%
made
in laos
healthy
beauty
②Your face
xaoban should prove their quality by sowing producer’s face
N=54
②Junior Size
Strategy

3. Target Customer
Emerging Customer – strategy to catch more eye’s
122
C
③ colorful
many lao people like design
used many color
④No additive added
This message is important
because this point is different
from competitor’s product
30%
70%
simple
colorful
Which image do you like?
N=43
②Junior Size
Strategy

123
Estimate;
How much profit Xaoban would get by making pop ( part of
purchase )
⑴the number of our target
:126,750
⑵Go to minimart: 90%
⑶miss chance of noticing : 70%
⑷ notice : 20%
Get volume of number:
126,750×0.9×0.7×0.2
=15,970(number)
Profit:
2(times/w)×52w
×5000(kip/pers)
×15,970(person)
=8,304,400,000kip/y
(=4,000,000kip/w)
3. Target Customer
Emerging CustomerC
Merit : affinity
Demerit : limited (20%)

124
Outline
1. Current Status
2. Vision
3. Target Customer
A) Modern Customer
B) Tourists
4. Strategy

125
4. Strategy
Short-Mid-long term Strategy
Modern
Customer
Modern
Customer
Tourist
Modern
Customer
Tourist
Emerging
Current Short-term
(2-3 years)
Mid-term
(4-5 years)
Non-yogurt /
shop
improvement
Champa
yogurt launch
Xao Ban
Junior
launch
Local Dairy
Farm Start
Actions
Sales
New brand
Launch

126
4. Strategy
Channel Strategy
Brand and product will be chosen depending on channels
Cafe Restaurant Mini mart
Tourist Area
Office Area
Other Area
junior

127
Thank you!

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