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+ Advance Myanmar Group
AMG aims to be a leading distributor of quality food and beverage & lifestyle products in Myanmar as well as a leading restaurant operator. AMG is in affilia@on with Water and Wine, an interna@onal distribu@on company. Our distribu@on offices include Hong Kong, Singapore, and Thailand. Our porIolio includes wines from France, Italy, Spain, USA, Australia, New Zealand, Chile and Argen@na. Besides wines, we are also the importer for premium waters, namely Chateldon and Thonon from France, Italy, Denmark and UK. We are also the importer for premium glassware such as Riedel and Spiegelau. AMG is the sister company of Infohost Pte Ltd (www.igroupnet.com) which is owned by Mr. Pote Lee. He is Burmese by birth and had graduated in Myanmar before moving on to Thailand to do his Masters in water resource. Infohost employs about 600 staffs with offices around the world with an annual turnover of about US$100 million.
+ Myanmar: An Overview
Source: h9ps://www.cia.gov and h9p://www.bbc.co.uk/news/world-‐asia-‐pacific-‐12992883
The Basics • Popula@on: 54,584,650
(July 2012 est.) • Official Language: Burmese • Division: 7 Regions, 7 States • Capital: Nay Pyi Taw • Major City: Yangon • Monetary Unit:
865 Kyats is approximately 1 USD (28 Jun ‘12) • Major exports:
Teak, pulses and beans, prawns, fish, rice, opiates, oil and gas
The Poli9cs • President Thein Sein • The recent victory of Aung San Suu
Kyi’s poli@cal party signifies the country movement toward democracy à opening doors to foreign investments
• In 2012: US eased their sanc@ons while the EU lihed all non-‐military sanc@ons
• Major foreign investors: China, India and South Korean
+ Myanmar: The Opportunity Foreign Investments
n Myanmar is a country that is rich in natural resources such as petroleum, @mber, @n, copper, marble, limestone, natural gas and hydropower. n Since the country was closed for a long @me, these resources were underexploited. Hence, large foreign investment can be expected now that the country is open for interna@onal businesses.
n The Asian Economics Community (AEC) in 2015 will also lead the country to many more opportuni@es:
à Increase in number of expats à increase in employment à higher
purchasing power and growing middle – upper class
à higher recogni@on and demand for interna@onal brands and quality products
+ Myanmar: The Opportunity
Tourism “Burma's wealth of Buddhist temples has boosted the increasingly important tourism industry, which is the most obvious area for any future foreign investment”.1 -‐-‐ BBC h9p://www.bbc.co.uk/news/world-‐asia-‐pacific-‐12990563
680 700 720 740 760 780 800 820 840
560 580 600 620 640 660 680 700 720 740
2008 2009 2010 2011
Peop
le (tho
usan
ds)
Room
s
Increasing Number of Hotels and Tourists 2008-‐2011
Tourist Arrivals Hotels
h9p://www.myanmartourism.org/journals/Tourism%20Sta&s&cs%202011.pdf
• The growing tourism industry means higher demand for interna@onally excepted service standard and quality products.
• Tourists will also look for brands and
standards that they are familiar with to ensure quality.
• Increasing number of 4-‐5 stars hotels and fine dining restaurants shows that there is higher demand for quality lifestyle.
+ The Coffee Market
• Our market study in Yangon shows that coffee is part of the Burmese people’s daily life – explained by the various coffee café inside the malls, stand-‐alone coffee shops, expansive coffee menu and supermarket shelves occupancy.
• Briefly, we can segment the coffee market by product types: • Instant 3 in 1 coffee: supermarket – most popular among the mass people hence
the price. The most popular brand is Nescafe. • Coffee beans: used in café and restaurants, also available in supermarket • Coffee capsule: not widely use but presence in high-‐end supermarket and
specialty café
By brand posi&oning and product nature, we would only analyze the coffee beans and coffee capsule market for Segafredo.
+ The Compe@@on: Coffee Beans and Coffee Capsule n Exis9ng players
n Illy (Italian) n currently used by an Italian restaurant – the
distributor n beans, pods, capsules and capsule machine are
available in CityMart (high-‐end supermarket) n Lavazza (Italian) – most ac9ve
n Presence in some airport n Aroma (Thai) n Zicaffe (Italian) n Highland (Vietnam)
n Available in supermarket n Local coffee
n Such as Ananda – beans sold in its own café and Yangon airport
n Nespresso n No official distributor – just being used in a
famous specialty store
+ Prices
n Illy (as seen in MarketPlace) n Coffee Capsule: 14 Euro for a can of 21 capsules
n Capsule machine with milk frother: 400 Euro
n Ground coffee: 15 Euro for a 250 gram can
+ Coffee Market: The Opportunity
n During our visits to hotels and restaurants, we observed that no brands are fully ac@ve in selling to these channels. These places are s@ll using unbranded local coffee and lack professional training in making good coffee.
n As for retail customers, coffee capsule is not widely popular. This might be because of price and accessibility since we only saw Illy machine being distributed in a single supermarket with no ac@ve promo@ons or educa@on for the consumers.
To further analyze the market, we can segment the customers into 2 segments: HORECA and retail customers
+ & SWOT Analysis
Strength • Good connec@ons with poten@al customers (retailers, HORECA, and upperclass customers)
• Can use Water Library as endorser • Quality products and varie@es
Weakness • S@ll need to educate local maket to differen@ate quality coffee compared to average ones
• Price compared to local brands
Opportunity • Growing numbers of expats and tourists
• Growing number of HORECA and foreign offices
Threat • Exis@ng players with similar posi@oning: Illy and Lavazza
+ Our Strategy
n Target: n Upper middle – upper income customers (including expats) n 4+ stars HORECA
n Posi@oning n Segafredo in Myanmar aims to be the number one premium Italian coffee brand that offer quality products, reasonable pricing and promo@on, as well as great service which include training and maintenance to all our customers.
+ Product & Tenta@ve Plan
n Ground Coffee n Once we have a barista, we will start selling, targe@ng ones with exis@ng espresso machine to switch
to our beans n Main target: HORECA & Offices with exis@ng machines
n SM Machines n Once we have a barista and a technician we will start selling-‐ as a package with ground coffee n Main target: HORECA who really wants semiautoma@c machines
n Coffee System n We will start selling this at the same @me as ground coffee and will use coffee system as the main product for adver@sement n Main target: HORECA, offices, retail customers
n Segafredo Franchise n This will be done at later stage, once the brand is well recognized and once there is significant increase in number of tourists and expats (Maybe with the happening of AEC in 2015)
We will launch both the ground coffee + SM machines & SZ Coffee system products at the same &me (once we are ready with a well trained barista and a technician)
+ Places and Prospects n HORECA
n Hotels: We will begin with ci@es with the highest number of 4+ stars hotels such as Yangon, Bagan and Mandalay
n Restaurants: Upper-‐casual – fine dining, star@ng in Yangon: Water library
n Café: specialty coffee café with upper-‐middle to premium price range: Sharky’s
§ Retail Customers § Distribu@on through high end
supermarket such as MarketPlace, specialty store such as Sharky’s
§ Direct sale by our sale team
+ Campaigns & Adver@sement
n Launch event at a “happening” and exclusive place – poten@ally at Water Library with celebri@es and respected people in the society
n Pre-‐order – to create buzz and premium image
n Fes@ve booth in MarketPlace n Light fes@val (Late October) n Christmas and New Year (December) n Valen@nes (February)
n Invite columnists to feature Segafredo in their magazine
n Encourage or provide HORECA
with menu that features Segafredo logo
+ Pricing, Special Package & Goal
Retail minus 20% from MarktPlace
Tentative for Segafredo
One Espresso Capsule € 0.66 € 0.46 Machine with frother € 319.00 € 222.00 250 gram ground coffee € 11.95 € 7.35
*this price is not final. It s&ll needs to take into account other compe&tors as well as other costs including adver&sing, promo&on and staff