Detox Sauce

ICMB222 Principle of Marketing (Section 3)

Dr. Chompunuch Pongjit
By Group 3
Group 3 Members
Ithipat Lertakarapon 6180969
Natthaya Sangsunt 6181271
Peeraya Rujjanavet 6280143
Kanlaya Charoenjarasrerk 6280147
Nutpaphat Pattarapaisankit 6280279
Ruethairat Supannan 6280295
Apisada Chatchonbut 6280730
Chayanin Sakulboonthanom 6280731
TABLE OF CONTENTS
01
Situation Analysis
➔ SWOT Analysis
➔ PEEST
03
Consumer Behavior
➔ Consumer Buying Decision
➔ Market Segmentation
➔ Consumer Segmentation
02
Competitor Analysis
➔ Direct Competitors
➔ Indirect Competitors
➔ Positioning Maps
04
Marketing strategies
➔ Objectives
➔ Target Markets
➔ Marketing Mix
➔ Future Plans
➔ Measurement
01
Situation Analysis
 SWOT ANALYSIS
STRENGTHS WEAKNESSES

S
● Healthy ingredients

W
● Niche market
● Use Erythritol (no sugar added) ● Expired date is too early
● Himalayan salt ● Limited connection and
● Reduce carcinogen in the steak network in business
● Eco-friendly
● Dr. Dunyaporn is food and
cancer specialist

OPPORTUNITIES THREATS
● People have meals at

O T
● Organic trend
restaurants rather than
● E-commerce trend (Online
cooked at home
shopping growth)
● The number of vegans
● Number of people who willing to
is increasing
pay organic product are
● Competitors increases
increasing by 40% compared to
because organic trend
2019
is booming
● Environmental trend

Situation Analysis Competitor Analysis Consumer Behavior Marketing Strategies

 Strengths
● Healthy ingredients ● Using Erythritol
○ 100% organic vegetables ○ Found in nature, especially fruits and
○ Organic products reduce health risks. vegetables
○ Low-calorie sweeteners in sugar-free or
low-sugar products

● Using Himalayan salt

○ Lower sodium
○ Less artificial than table salt

Situation Analysis Competitor Analysis Consumer Behavior Marketing Strategies

 Strengths
● Reduce Carcinogen in the steak
● Eco-friendly
○ Carcinogen cause cancer in individuals
○ Using BPA-free plastic bottle
○ Use phytochemical to reduce the risk of
○ Reduce risk of health problems
cancer

● Dr. Dunyaporn is a food and cancer specialist

○ A lot experience in research and development of
innovative food for the prevention of cancer
○ Make sure in the product benefits

Situation Analysis Competitor Analysis Consumer Behavior Marketing Strategies

 Weakness
● Niche market
○ A niche market is a segment of a larger market that has
its own demands and preferences
○ It focus exclusively on people who consume healthy food

● Early expiration date (only 1 month)

○ Comparing to other brands which is
6-12 months

● Less business connection

○ Dr. Dunyaporn is a professor, master of
Science Program in Toxicology and
Nutrition for Food Safety (
not involved much with business field)

Situation Analysis Competitor Analysis Consumer Behavior Marketing Strategies

 Opportunities
● Organic trend:
○ An anticipated value Compound
annual growth rate of 8.5% for the
period 2019-2024.

● E-commerce trend ( 0nline shopping

growth)
○ 85% who purchased a product or
service online (any device)

Situation Analysis Competitor Analysis Consumer Behavior Marketing Strategies

 Opportunities
● Consumers' willingness to spend
on organic food compared to
conventionally-grown food
○ Survey on consumers' willingness
to pay for organic food products
in Thailand 2019

● Environmental friendly trend in Thailand

○ Research from CMMU of Mahidol university found
that:
○ In 2020, eco-friendly product can sell more than
other product up to 70%

Situation Analysis Competitor Analysis Consumer Behavior Marketing Strategies

 Threats
● Thai People have meals at restaurants
rather than cooked at home.
○ For one month period, the average of Thais
comsumimg food at the restaurants is 56
times.

● Vegan products increase 14.5% in last 4 years.

○ our sauce product will be affected as it is a
● Competitors increase because organic
dipping sauce for steak.
trend is booming
○ The growth of healthy food business has
increased 9% per year since 2015.

Situation Analysis Competitor Analysis Consumer Behavior Marketing Strategies

02
Competitor Analysis
 Direct competitors

Situation Analysis Competitor Analysis Consumer Behavior Marketing Strategies

 Local Brands
Sunsauce BKP K&N

Price/Size 59 Baht/ 60 Baht/ 250ml 59 Baht/ 350ml

370ml

Ingredients Rich Sesame Rich tomato flavored Rich in spicy flavors (Thai
Peppers: 30%)

BBQ Flavors 4 4 5

Distribution Retailers & Many retailers & Retailers &

Online online Online

Strategies Gain many The brand provide variety - Many kinds of sauce
certificates product - Many proportion size &
packaging

Situation Analysis Competitor Analysis Consumer Behavior Marketing Strategies

 Western Brands
Heinz McCormick

Price/Size 119 Baht/ 570ml 108 Baht/ 500ml

Ingredients Cane sugar Demerara sugar

BBQ Flavors 2 3

Distribution Retailers & Online Retailers & Online

Strategies - Variety type of sauce, Discount promotion

packaging & size
- Collab with cooking
influencers

Situation Analysis Competitor Analysis Consumer Behavior Marketing Strategies

 Organic Brands-Foreign
OrganicVille Annie’s Natural

Price/Size 459 Baht/ 590ml 197 Baht/ 355ml

Ingredients Organic Ingredients

BBQ Flavors 2 3

Distribution Many retailers & online Online

Strategies - One of the first organic - Many kinds of product

BBQ sauce brand from instant foods,
- Caring customers who desserts, sauce, etc.
consume organic products - Discount promotion

Situation Analysis Competitor Analysis Consumer Behavior Marketing Strategies

 Organic Brands-Local
Sustaina Organic Kitchen ME sauce
(Harmony Life)

Price/Size 105 Baht/ 250ml 89 & 139 Baht/ 180ml

Ingredients Pineapple Keto Friendly

BBQ Flavors 1 2

Distribution Sustaina Organic shop, Online & Healthy stores

Line@, and email

Strategies - Many organic products - Many type of sauce

- Every ingredients come - Discount promotion
from their own organic
farm (Harmony Life
organic farm)

Situation Analysis Competitor Analysis Consumer Behavior Marketing Strategies

 Price level of Direct Competitors

Local Brands Western brands Organic brands

Brand Sunsauce BKP K&N Heinz McCormick OrganicVille Annie’s Sustaina Kitchen Me
Name Natural Organic sauce

Price/S 59 Baht/ 60 Baht/ 59 Baht/ 119 Baht/ 108 Baht/ 459 Baht/ 197 Baht/ 105 Baht/ 89 & 139
ize 370ml 250ml 350ml 570ml 500ml 590ml 355ml 250ml Baht/ 180ml

Cheapest / Bottle Highest /Bottle

Situation Analysis Competitor Analysis Consumer Behavior Marketing Strategies

 Indirect Competitors

Situation Analysis Competitor Analysis Consumer Behavior Marketing Strategies

 Indirect Competitor
Pantai Sriracha Sauce McCormick Flin Saijai

Price/Size 55 Baht/330 g 25 Baht/250 g 239 Bath/ 235 g 169 Baht/300 g 79 Baht / 150 ml

Ingredients - Hot chili peppers Enriched Wheat 100% Organic and Low sodium, low
Flour Keto sugar, no MSG

Flavors 1 9 22 3 3

Distribution Retailers & Online Gourmet Market Retailers & Online Retailer & Online Retailer & Online

Strategies TV Advertisement - Use high profiles - Merging the - Promote - Free shipping
influencers brand and through social - Many number of
- Have Sriracha customers’ media platform bottle sets
Festival in L.A. culture together

Situation Analysis Competitor Analysis Consumer Behavior Marketing Strategies

 Positioning Map
Our Detox Sauce
Health-Oriented

Low High
convenience Convenience

Not Health-Oriented

Situation Analysis Competitor Analysis Consumer Behavior Marketing Strategies

03
CONsumer Behavior
 Consumer Buying Decision
● Main reasons for purchasing sauce:
○ Taste
○ Familiar brand
○ Price
○ Packaging
○ Scent
● 88% prefer to do grocery shopping at the
supermarket.

Situation Analysis Competitor Analysis Consumer Behavior Marketing Strategies

Consumer Behaviour: Health Focus
● 72% of consumers are willing to try our sauce.
● 68% wants to try the sauce because of the claims that it helps to detox and reduce
the risk of cancer in the steak.

Situation Analysis Competitor Analysis Consumer Behavior Marketing Strategies

04
Marketing Strategies
 Objectives

Raise awarenesses
Build brand
for the customers Recognise product
awareness and
about cancer in the benefits
brand positioning.
steak.

Situation Analysis Competitor Analysis Consumer Behavior Marketing Strategies

 Target Market: Health Focus

Geographic Demographic Psychographic

● Lifestyle
○ Take care of their health &
● Age: adult with the age
nutritious intake
● Urban city in Thailand of 19-35 years old
○ Consume meat and usually cook
● Gender: Both
at home
● Income: 20,000+ Baht per
○ Grocery shopping by themselves
month
(either at supermarket or
online)
○ Spend time on social media
○ Follow wellness influencers

Situation Analysis Competitor Analysis Consumer Behavior Marketing Strategies

 ● 100% organic vegetables
● Low sodium (Himalayan salt)
and low sugar (Erythritol)
● Reduce carcinogen
● Brown colour BBQ sauce
● Online Platform: Shopee, Lazada,
Facebook, and Instagram (via
Line@)
● Supermarket: Gourmet Market,
Tesco Lotus, BigC, Tops
● Healthy Store: Nub-kcal, Lemon
Farm, Sustaina Organic Shop,
Organic Supply
Situation Analysis Competitor Analysis
● 159 Baht per 250 ml.
○ 64 baht/ml
● The price is a bit higher
than normal sauce in
Product Price market.
Marketing Mix
● Online advertisement
Place Promotion ○ Social media influencers
● Display the product at food
events (Ex. Great Food Good
Health, Healthy Living Fair)
● Free-trial booth at the supermarket
(at meat/sauce zone)
Consumer Behavior Marketing Strategies
 Packaging
BPA-Free Plastic

17 cm.
Handy

Squeeze bottle design

8 cm.

Situation Analysis Competitor Analysis Consumer Behavior Marketing Strategies

 Price-Scale
Organic brands Our detox sauce
0.64 ฿/ml

0.16 ฿/ml 0.21 ฿/ml 0.50 ฿/ml 0.78 ฿/ml

0.24 ฿/ml

0 baht 1 baht
/ml /ml

0.17 ฿/ml 0.22 ฿/ml 0.55 ฿/ml 0.77 ฿/ml

0.42 ฿/ml

Situation Analysis Competitor Analysis Consumer Behavior Marketing Strategies

 Promotion
● Content ( Youtube video): pimwa
○ Clean food content video (cooking)
○ Contain our product in the menu
○ Present our brand and product
○ Danger from eating grilled meat
○ Review taste and flavour
○ Benefit from sauce
○ Where to buy the sauce
Situation Analysis Competitor Analysis
● Post (IG): feedmecleanfood
● Post (Facebook): Booky Healthy World
○ Post the picture of steak with our product
○ Explain benefits of sauce and its taste
○ Tag our official account
○ Hashtag: #eatclean #healthyfood
#healthyrecipe #preventcancer #healthysauce
#organic #low-sugar #low-sodium
Consumer Behavior Marketing Strategies
 Future Plans
Online platform
(4-6 months)
- Create official account
- Create online store account Sales
- Online Advertisement

Phase 1 Phase 2 Phase 3 Supermarket

( 1-2 years)
Local stores - Display the product on the
( 6- 12 months) supermarket
- Launch product on healthy - Free trial booth
store
- Display detox sauce at food
events

Situation Analysis Competitor Analysis Consumer Behavior Marketing Strategies

 Measurement
● Gain 2000-3000 followers on social media
In phase 1 official account (measuring brand awareness)
● Sale amount - 250 bottles / around 50 bottles per
month (online platform)

● Sale amount - 100 bottles per month (online

In phase 2 platform and healthy store)
● Small retailers order more product to display
at their shops
● Broader in demographic segmentation

In phase 3 ● Launch into more than 3 famous supermarket.

Situation Analysis Competitor Analysis Consumer Behavior Marketing Strategies

 References
Gunnars, K. (2018) Erythritol - Like sugar without the calories?. Healthline.
https://www.healthline.com/nutrition/erythritol#TOC_TITLE_HDR_3
Does pink Himalayan salt have any health benefits? (2018). Medical News Today.
https://www.medicalnewstoday.com/articles/315081#benefits-and-myths
National Human Genome Research Institute. (n.d.). Carcinogen. Natural Human Genome Research Institute.
https://www.genome.gov/genetics-glossary/Carcinogen
Health benefits of organic. (n.d.). Organic Trade Association. https://ota.com/organic-101/health-benefits-organic
Organic Thailand. (2020). Global organic trade guilde. https://globalorganictrade.com/country/thailand
Nutrition to reduce cancer risk. (n.d.). University of Rochester Medical Center.
https://www.urmc.rochester.edu/encyclopedia/content.aspx?ContentTypeID=85&ContentID=P07312
Bauer, A., B. (2019). What is BPA, and what are the concerns about BPA? MFMER.
https://www.mayoclinic.org/healthy-lifestyle/nutrition-and-healthy-eating/expert-answers/bpa/faq-20058331
Trachootham, D. (2020). Curriculum vitae. Institute of Nutrition, Mahidol University.
https://inmu2.mahidol.ac.th/th/wp-content/uploads/2020/CV/CV_Dunyaporn2020.pdf
Thank You