SITUATION ANALYSIS Company Analysis: Setsukodomo Co.,ltd is specialized in inventing a new way of repelling the mosquitoes since we have been introduced many different kinds of mosquitoes repellent to the market such as coils, mats, sprays, cream, etc. After have been introducing our various products to the market for 30 years, we found that we have gained most sales and profits from the mosquitoes repellent spray which consumers agreed that it is convenient to carry around, according to the latest campaign for our mosquitoes repellent spray. Thus, with a newly developed technology, we have came up with new mosquitoes repellent product named “Mozto” which is even more convenient and portable for everyone. MISSION – Setsukodomo comforts your day by protecting you from severe diseases. OBJECTIVE – We professionally provide mosquitoes repellent product, which effectively protect you from any mosquitoes, and insects that could lead you to many severe diseases. Consumer Analysis:
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SITUATION ANALYSIS
Company Analysis:
Setsukodomo Co.,ltd is specialized in inventing a new way of repelling the
mosquitoes since we have been introduced many different kinds of mosquitoes repellent to
the market such as coils, mats, sprays, cream, etc. After have been introducing our various
products to the market for 30 years, we found that we have gained most sales and profits from
the mosquitoes repellent spray which consumers agreed that it is convenient to carry around,
according to the latest campaign for our mosquitoes repellent spray. Thus, with a newly
developed technology, we have came up with new mosquitoes repellent product named
“Mozto” which is even more convenient and portable for everyone.
MISSION – Setsukodomo comforts your day by protecting you from severe
diseases.
OBJECTIVE – We professionally provide mosquitoes repellent product, which
effectively protect you from any mosquitoes, and insects that could
lead you to many severe diseases.
Consumer Analysis:
Since our major sales and profits are from the product used individually, our major
consumers are anyone who would like to conveniently carry our product around with them in
their everyday life. In one product line, we provided various choices for different groups of
people so that it could reach everyone in various group of ages.
It is a human’s instinct that they are afraid of being infected by severe diseases and
make ultimate effort to protect them from the infection. But the products that are being
distributed, nowadays, in the market might not perfectly fit consumer’s lifestyle. Therefore,
our newly invented product, Mozto could be one of the best choices for our customers. Our
environmentally friendly mosquito repellent is mainly for educated teenagers between 18-25
years old who love to try new fashionable stuffs. As it barely has competitors in the market, it
is an opportunity for our company to be the first to reach our customers and be in customers’
mind.
Market Analysis:
As our product is light, easy to use and non-toxic and liquid using in the product, we
can make sure that our product is suitable with anybody. Therefore, we also aimed to expand
our market globally in order to gain more awareness from people all over the world, starting
from South East Asia, which could be considered to be a tropical region where the
mosquitoes and insects live flourishingly.
Since this is the first mosquito repellent with highly technological process in
finalizing the product, in order to expand the market from country to country, the product will
definitely assure the authorities and government sectors who need to be in charge of this new
technological invented product.
Product Analysis:
MOZTO is a newly invented mosquito repellent
overcoming predecessor like coils, mats, vaporizers,
aerosols, sprays or creams. Mozto could fit the lifestyle
especially for those who are outgoing and would love to
purchase practical product with the size of a sporty
watch in various colors. Moreover, we offer it with a
reasonable price, lightweight, fashionable color. With
its light weight and modest size, it could be use as one
of the accessories which users could wear it as a watch,
put it around their neck as a necklace or hang it with
their belt loop, bag strap, etc. With the technology,
Mozto could effectively protect user from being harmed
by mosquito within 1 radiant meter. Customers could
purchase “Mozto” from any retail stores or department stores, or customers could even order
our product directly from our website. Our product, Mozto, will work effectively to protect
you from the infection, which will make your day become brighter and happier without any
annoying of mosquitoes.
SWOT Analysis
Strength
1. It is convenient due to its product features which are no toxic and liquid compound, not smelly nor sticky, and water proof.
2. It is suitable for all gender.3. It is portable due to its product feature which is light weight.4. It is fashionable due to its style and character which can be used as a wrist band,
necklace, or other accessories.5. It is not harmful human or pets because of the frequency technology.6. It is reusable.
Weakness1. The format and design can be easily copied. 2. It does not preserve environment because of battery using.3. It has not been reliable among the customers yet due to the company is new. 4. The product is a little big for some people.5. The product’s strap is made from fabric, it is east to get dirty.6. The price is quite comparing to the other mosquito repellants.
Opportunities
1. A high demand of mosquito repellant in Thailand due to the Thai tropical climate makes mosquitoes grow faster.
2. There is no similar product in Thailand yet. 3. There are a number of people who dissatisfy with the current mosquito repellant product
such as a lotion and spray.4. As Thai community become more high-tech, people tend to seek the innovative daily
product to make life easier.
Thread1. Thailand has many black markets which sell many imitated products, and the copyright
law in Thailand has not highly restricted, so the product can be possibly and easily copied.
2. Thai economy has become a recession period for a while, so people might not buy the product if it is not necessary for them.
DEFINE TARKET MARKET
Target Segmentation
1. Demographic segmentation
Age: We divided target into two groups, primary and secondary. The primary group includes
people age ranging from18 to 25. This group is university students and first jobbers who are
enthusiastic for the new and chic items. The secondary group involves kids, working adults,
and seniors. This group seems to be interested in our product but may not have instant
purchase.
Marital status: The primary group is single whereas the secondary could be either people who
have already married or still single.
Education: Mozto mainly targets the consumer who is at least in high school period. They are
aware enough to be able to logically realize how different and how better Mozto is among
other kinds of mosquito repellents in the market.
Gender: Both male and female.
Income: No less than 10000 baht per month or higher. Mozto is not too expensive but still, it
is not considered cheap. Moreover, mosquito repellent is not listed as the basic needs for
people therefore ones who have less income than 10000 baht per month might not be able to
afford it. Or even if they do, they might feel like Mozto is too expensive compared to their
monthly income.
Occupation: The primary group contains of students, early graduated, and first jobbers. The
secondary group contains of children, elder people, family man, and etc.
2. Behavioral segmentationWe also divided our target consumer based on their behavior and life style. People who are
fond of practical items that are convenient, light in weight, durable, significantly benefits of
being well-protected users from the mosquitoes. Mozto can also be used in variety of
occasions such as camping, outdoors activities, daily activities and so on.
3. Psychographic segmentationMozto is a new innovation that serves people new experience of a mosquito repellent. The
company aims at the people who are afraid of mosquito bites and are allergic to mosquito.
Furthermore, we also target the people who are aware of the diseases that come with
mosquito such as malaria, dengue fever, and so on. We realized that lots of people these days
think that mosquitoes are not just irritating but also dangerous therefore we also provide
solution to their concern.
Target marketThe target audiences of Mozto can be classified into two main groups, primary group and
secondary group.
1. Primary group Our primary market group is the group of people from the college students to early
working employees, generally between the age of 18 to 25 years old. They often hangout
with friends or co-workers at outdoor restaurants and cafe, therefore, they risk facing
mosquitoes in the open air. They are the perfect target group of Mozto because they spend a
lot of time exposing in the open area. These young adults are also open to the new
innovation, love the unique products with new designs and love to explore new products.
2. Secondary groupThe secondary market group of Mozto belongs to families that love outdoor activities.
Outdoor activities such as hiking, mountain biking, cliff climbing, and going to beaches run a
lot of risk in facing mosquitoes. Since mosquitoes carry many diseases such as malaria and
dengue fever, most parents will be happy to spend little extra money to make sure that their
children are well protected.
OBJECTIVE
1. To introduce the new product to the market.
2. To draw to public attention
3. To increase sales revenue by 20,000 pieces of products per months.
4. To increase trial and repurchase
5. To reinforce the brand image
6. To be a top of mind when the customers think about a non-chemical mosquito
repellent
MARKETING COMMUNICATION CAMPAIGN
Strategy
The marketing communication plan will be separated into 3 phases;
1. May 2010 – August 2010 : To introduce the product to the market
2. September 2010 – December 2010 : To increase sale volume
3. January 2011 – April 2010 ; To remind the customer
There are three strategies for Mozto marketing communication campaign.
