OGS G OOD M ORNING, OGS!!! -07’ M ARKETING F INAL R EPORT Bryant Liu Connie Liu Jackent Liu Carrel Su Ruby Wang Danniel Raw Arthur Chu

AGENDA OGS  Gathering Information  Market Analysis  Brand Strategy  Competitive Analysis  Marketing Strategy  Channels  Mass Communications 07'Marketing Final Report-OGS

GATHERING INFORMATION  3 Main Groups will buy breakfast-Age20~29 、 Age30~39 and the rest  3 Types of Breakfast Stores - Western Traditional-Yungho soybean Mixing-Convenience Stores 07'Marketing Final Report-OGS

GATHERING INFORMATION  Business ： 40~80 Billion NTD Target Revenue ： 7~10 Million NTD Big Business for Breakfast!! 07'Marketing Final Report-OGS

SCANNING-OGS

ORGANIC FOOD VALUE PROPOSITION  Tasting great, providing better nutrition, reducing healthy risks and protecting water resources. 07'Marketing Final Report-OGS

SATISFACTION & CUSTOMER LOYALTY  Performing “ Satisfaction Survey ”(quarterly/annually) and building up ” Customer Complaint handling ” mechanism. 07'Marketing Final Report-OGS

HSINCHU CONSUMER POPULATION DISTRIBUTION  Total 394,757 people in Hsinchu City at the end of Y: 'Marketing Final Report-OGS

TARGET GROUPS  3 Major Sub-Markets: Hsinchu Science Park Employees Elementary School Students Hospital Patients 07'Marketing Final Report-OGS

TARGET GROUPS  There’re around 100,000 employees in Hsinchu Science Park. 07'Marketing Final Report-OGS

TARGET GROUPS  31 Elementary Schools with 35,282 students Y: 'Marketing Final Report-OGS

TARGET GROUPS  8 Hospitals 07'Marketing Final Report-OGS

BREAKFAST TYPE DISTRIBUTION AND MARKET SEGMENTS Organic Breakfast 07'Marketing Final Report-OGS Enlarged the breakfast market, not from the squeeze of the other types

MARKETING ORGANIZATION 07'Marketing Final Report-OGS

BRANDINGOGS  Meaning of the name: OrGanic & Sun  Meaning of the color: White  Pure & No Pollution Blue  Fresh & Nature Yellow  Energy & Healthy 07'Marketing Final Report-OGS

B RANDING  Core Value: Healthy & Delicious  Slogan Low OIL, Low SALT, and More HEALTHY. 07'Marketing Final Report-OGS

B RANDING 07'Marketing Final Report-OGS

COMPETITIVE ANALYSIS  Organic food providers surround Science Park and school  Competitors provide too many items of foods  Competitors do not focus on fast- food only 07'Marketing Final Report-OGS

COMPETITIVE ANALYSIS 07'Marketing Final Report-OGS

OGS SETTING PRODUCT STRATEGY  Fast/high-quality/reasonable/healthy  Membership card  Material process/  Digital E-frame to display our providers 07'Marketing Final Report-OGS

D ESIGNING AND M ANAGING S ERVICES  Nutrition meal plan  Sweet Memo card  Weekly/Monthly Menu  Drive-through service 07'Marketing Final Report-OGS

DEVELOPING PRICING STRATEGIES AND PROGRAMS  Set Menu Menu Special Menu  Certain patients nutritional plan with hospital diagnosis  Wholesale channel to hospital / Big community/ internet on-line sale 07'Marketing Final Report-OGS

M ENU 07'Marketing Final Report-OGS

C HANNEL  Substantiation Channel Shop  Virtual Channel Internet 、 Direct Delivery 07'Marketing Final Report-OGS

S UBSTANTIATION C HANNEL  Simple Shop -- Focus on Direct Delivery, not shop sell.  Only a few tables – Save time from service to delivery.  Fast Food-- Bundled food 07'Marketing Final Report-OGS

V IRTUAL C HANNEL Direct Delivery to Hospital 、 School 、 Company Fresh Material from Organic Farm Orders from Internet 、 Fax 、 Telephone 07'Marketing Final Report-OGS

Mass Communications  Objectives: 1.Give potential customers a deep impression about our products 2.Get a good “ grade ” for the survey to prove the confidence  Methods & Associated Budget: 1. Advertisement 2. Sales Promotions 3. Events 4. Public Survey 07'Marketing Final Report-OGS

Method 1 - Advertisement 1.Post on the “ Science-based Industrial Park Life ” related websites for a month (Keywords, Ads … etc) 2.Prepare circulars to be sent along with news papers. 3.Sending coupons along with the above medias. 07'Marketing Final Report-OGS

Method 1 – Advertisement – Associated Budgets 1.Post on the “ Science-based Industrial Park Life ” related websites for a month (Keywords, Ads … etc)  10,000 NTD (Approx., with buffer) 2. Prepare circulars to be sent along with news papers.  10,000 NTD (Approx., with buffer) 3. Sending coupons along with the above 2 medias.  5,000 NTD (Approx., with buffer) 07'Marketing Final Report-OGS

Method 2 – Sales Promotion Set up booths in some companies for sampling promotion for 2 weeks duration. 07'Marketing Final Report-OGS

Method 3 – Events Using schools & companies ’ parties / occasions to send free products as a sponsor. 07'Marketing Final Report-OGS

Method 3 – Events – Associated Budgets Using schools & companies ’ parties / occasions to send free products as a sponsor.  20,000 NTD (Approx., with buffer) 07'Marketing Final Report-OGS

Method 4 – Public Survey Prepare a format Survey ( on line or on streets ) to know the response of customers 07'Marketing Final Report-OGS

Method 4 – Public Survey– Associated Budgets Prepare a format Survey ( on line or on streets ) to know the response of customers  5,000 NTD (Approx., with buffer) 07'Marketing Final Report-OGS

 The 1st new product is organic fruit salad.  The 2nd new product is organic fruit cocktail.  The 3rd new product is organic fruitcake. NEW MARKET OFFERINGS 07'Marketing Final Report-OGS

SPECIAL THANKS TO SPECIAL THANKS TO Consultant: Dr. Charles Trappey 07'Marketing Final Report-OGS

THANK YOU ~ THANK YOU ~