Dr. Jinjuta Issariyapat

www.issariyapat.com

Facebook : iphenomenon

INNOVATIVE MARKETING

2016-2020 FOR FOOD INDUSTRY

ACCORDING TO PETER DRUCKER, “BUSINESS HAS ONLY TWO FUNCTIONS…”

Peter Drucker, well-known management consultant

How the next

generation of

marketers can adapt

to the changes in

consumer behavior

brought about by technology?

DATAFICATION

ACCORDING TO A RECENT STUDY FROM

BOSTON CONSULTING GROUP—

COMPANIES WHO ARE STRONGEST AT

INNOVATION ARE THREE TIMES AS LIKELY TO

RELY ON BIG DATA ANALYTICS COMPARED TO LESS INNOVATIVE COMPANIES.

What can big data could do for their your business today?

BIG DATA-DRIVEN MARKETING SEGMENTATION

Reminder emails to customers when they are due for product

refills, but also make relevant product recommendations based on

purchase history, educate customers on new products, reward best customers and retain churning customers.

EXAMPLE : BIG DATA-DRIVEN SEGMENTS FOR THE FOOD & BEVERAGE INDUSTRY

SEGMENT 1: Seasonal /Festival Food Items

HALLOWEEN CANDY

WC Grocers is running a special promotion

on Halloween candy this year that they will

share with all customers who bought any of

these items last year. To reach this group,

you want to segment by category and

timeframe. In this case, that is anyone who

bought candy during October of the past

year.

EXAMPLE : BIG DATA-DRIVEN SEGMENTS FOR THE FOOD & BEVERAGE INDUSTRY

SEGMENT 2: Hot Combo

WINE WITH STEAK The next segment we’ll create is based on a

bundling, which is two products that are

frequently purchased together. With this

segment you want to find customers who

have bought product X, but not product Y. In

this example, we want to find everyone who

purchased the WC Pinot Noir, but has not

bought the steak that pairs well with the

wine. With this information, you can send this

group a message with a coupon for their next

wine purchase, as well as a recipe for the

steak in hopes that they order that item as

well.

EXAMPLE : BIG DATA-DRIVEN SEGMENTS FOR THE FOOD & BEVERAGE INDUSTRY

SEGMENT 3: Replenishment

ROAST COFFEE

WC Grocers sells many replenishable items, so they use

customer purchase data to create replenishment campaigns

for customers who are due for product refills. For example,

they are going to create a segment that targets anyone who

has purchased Dark Roast Coffee to remind them that they

should re-order soon. The lifetime of the coffee is 60 days, so

the email will be triggered 55 days after the purchase date,

ensuring customers receive the email before they run out.

EXAMPLE : BIG DATA-DRIVEN SEGMENTS FOR THE FOOD & BEVERAGE INDUSTRY

SEGMENT 4: LOYALTY REWARDS

POINT REDEMPTION

WC Grocers has a loyalty program that

rewards customers based on their continued

purchases from the online store. To track

customers’ progress, WC Grocers has

created a custom field for loyalty points.

Once customers reach a certain threshold

(for instance, 250 points) they will

automatically receive a reward, like a coupon

for a free item of their choice.

EXAMPLE : BIG DATA-DRIVEN SEGMENTS FOR THE FOOD & BEVERAGE INDUSTRY

SEGMENT 5: Micro Moment

FOOD PHOTO

Micro-moments occur when people reflexively turn to a device—increasingly a

smartphone—to act on a need to learn something, do something, discover something,

watch something, or buy something. They are intent-rich moments when decisions are

made and preferences shaped. In these moments, consumers' expectations are higher

than ever. The powerful computers we carry in our pockets have trained us to expect

brands to immediately deliver exactly what we are looking for when we are looking. We

want things right, and we want things right away.

https://www.thinkwithgoogle.com/micromoments/

O2O ECONOMY

Omnichannel

Jack Ma chose to bury the hatchet and

partner with Suning as a way to implement

Ali’s O2O strategy

The partnership with Jack Ma may be a

real fillip for Suning as it can immediately

benefit from Ali’s enormous traffic .

INTERNET OF THINGS IOT OR M2M

MARKETING INNOVATION >>>>>>>>>>>>>>>>

>>>>>>>>>>>>>

BY 2020 THERE WILL BE FOUR TIMES AS MANY NON-

TRADITIONAL DEVICES CONNECTED TO THE INTERNET AS THERE ARE COMPUTERS, TABLETS AND SMARTPHONES.

SMART KITCHEN

“Whether it’s food storage,

preparation, or the act of

cooking itself, the arrival of

new technologies will enable

consumers to become more

efficient, knowledgable and

possibly even better cooks in

coming years,”

explained Michael Wolf,

NextMarket Insights Chief

Analyst. “As a result, we

believe that appliance makers,

smart home companies as well

as those who provide food to

consumers will see

both enormous opportunity as

well as disruption to their

existing businesses with the arrival of the smart kitchen.”

https://www.youtube.com/watch?v=KSJWA8YTdKM

• The new cost-effective system, the first true Internet of Things (IoT) network in the Middle East, will revolutionise the modern-day cities and appropriate usage of resources by relaying data from sensors and consuming less energy to prolong sensor battery life for years.

IOT SMART LOCK

https://www.youtube.com/watch?v=usmoEIkOyBI

The Asia/Pacific Internet of Things (IoT) industry will

continue its strong growth with the number

of connected units expected to increase from 3.1

billion to 8.6 billion by 2020. According to a new report

from IDC, over this same period, the market size for

the entire region excluding Japan (APeJ) will jump from $250 billion to $583 billion.

HTTPS://WWW.YOUTUBE.COM/WATCH?V=NJYTZVAVOZO

IOT ในกระบวนปลูก เก็บเกี่ยววตัถุดิบ

The agriculture industry has been a very successful laboratory for IoT innovation. By

connecting everything from soil sensors to tractors, IoT removes the guesswork from planting

and harvesting, offering growers invaluable visibility and actionable insight into field activity.

IOT ในกระบวนการผลิตอาหาร

With humans becoming a vanishing breed in factories, machine-to-

machine communications will grow in importance when food manufacturers seek to leverage the Internet of Things.

Tablets are big and

bulky hardware of

today’s mobile

devices, the second

wave of the controls

evolution that is occurring.

Automation vendors are as uncertain as everybody else about how IoT will change industrial manufacturing.

With the IoT, food logistics

are beginning to use various

types of sensors to monitor

key production conditions,

shipping time, numerous

other metrics, and, most important, temperature.

IOT ในกระบวนการตลาด การขายและบริการ

Kroger's IoT temperature monitoring

system cuts down on the number of

cold products that go bad and have to

be thrown out, reduces labor and saves

energy. And happy customers enjoy

better ice cream and other cold and frozen foods.

Kroger equipped refrigerated containers

with sensors that check temperatures

every 30 minutes--instead of having

employees manually check

thermometers twice a day--and then alert

store managers and facilities engineers if the mercury hits unsafe levels.

3D FOOD PRINTER

CUSTOMIZE FOOD FOR NICHE MARKET

Everyone's familiar with custom-printed chocolate

candies and Valentine's hearts featuring messages. But

today, researchers are looking for ways to use 3D

printing with food. The technology could significantly

cut major costs for food manufacturers, marketers and

retailers, because it could be used to tailor foods on-

demand for people with special dietary needs such as

athletes, pregnant women, those with diabetes and a host of others.

SERVITIZATION

SERVICE INNOVATION ……..WORK AS SOLUTION PROVIDER

Trends of organisational and service

innovation in the value chain

• From selling products to selling integrated

products and services that deliver value in

use

• Whole new business model which no longer

emphasises the maximisation of output and

unit sales, but instead revenue generation

via long-term customer relationships

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