Siam turakij research presentation

Marketing ResearchPresented By: Billionaire’s Club

RecommendationsResearch Method ResultsIntroduction

Introduction


Trends

More people become interested in business

newspaper after the crisis in 1997

Including college students and street vendors

Business media grows rapidly


Than Settakit

Founded in 1981

Rank number 1 in the market

Has its own publisher


Prachachat Turakit

Founded in 1977 Owned by Mathichon Also published a daily version


Research Objective

Find out the reason why current customers are loyal to the

brand

Find out the reason why non-users of Siam Turakij are not

buying it

Behavior of newspaper buyer in different distribution channels


Research Method

Depth-Interview Observation

Research Objective Research Methods

1) Find out the reason why current customers are loyal to the brand

In-Depth Interview

2) Find out the reason why non-users of Siam Turakij are not buying it

In-Depth Interview

3) Behavior of newspaper buyer in different distribution channels

Observation


Sampling

Sample Plan (3 groups of population)1. Those who read other brands of 3 days

business newspaper (non-users)2. Those who actually read Siam Turakit

newspaper (users)3. Bookstore staffs

Population


Sampling

Non-users• Convenience sampling method• Senior university students and white collar

workers• Find them from some business locations and

shopping malls• Can identify what feature people want to

read about and Siam Turakij does not have


Sampling

Users• No specific demoghaphics

Bookstore staffs

• Have direct experience with

customers’ behavior


Sampling

Sample Size (Total respondents of 15 people)• 9 non-users• 3 users• 3 bookstore staffs


Research Method # 1 In-Depth Interview

In-Depth Interview

• Use to gain opinions

• Main method in our research

• Learn more about the specific characteristics

and practices directly from those who are the

user, non-user, user of competitors

• Semi - Structured Format



Non-User In-Depth Interview Analysis

• 2 out of 8 only recognize Siam Turakij

• Challenge in creating awareness

• Se-ed, Nai-in, Traditional Book stores

• Most of users already have favorite

brand Non-User57%

User21%

Staffs21%

Population of in-depth interview



Non-User In-Depth Interview Analysis

• Users want more lifestyle article in 3-days

business newspaper

• Siam Turakij can be purchase as an

alternative but it has to be more appealing


User In-Depth Interview Analysis

Problem

• Problem with the distribution channel

• Poor Shelf Space

• Rarely available

• A few chooses to subscribe


User In-Depth Interview Analysis Purchasing Factors

• Introduced by a friend or trial

• Read because they like the quality of the paper and the news

• Most reads it as an addition to daily newspaper

• Uses “Easy to read language”


User In-Depth Interview Analysis

Comment and Suggestion

• Differentiate

• More detailed information

• Better insight

• Interesting and colorful words from famous columnist


Staff In-Depth Interview Analysis

Problem • Never sold more than 3 newspaper in a

day• Some days, none is sold• Consumers rarely comes and ask for Siam

Turakij• The location of newspaper on the shelf is

nowhere to be seeno The newspaper has no separated

category o The amount displayed depends on the

shelf space availability


Observational


Observational

Observe consumer behavior at point of purchase

Learn the response of the customer in the natural setting

Get opinion of the product at point of purchase


Observational – Collect Data Disguised

• Observing the overall behavior of both the buyer and the staff.

• Searching for the purchasing behavior

Mystery Shopper

• Act as a users

• Ask simple questions

• Observe surroundings


Observational – Collect Data

Unstructured

• Anything could happened out of the blue.

• No guideline

• No boundaries


Observational – Analysis Low brand awareness

Low sales turnover

Staff do not display Siam Turakij newspaper

Bad Shelf space

The competitors have stronger brand value


Observational – Chat Log

Naiin shop The Circle Ratchapruk

Date: Saturday 21st of April 2010

Time: 15:00

Researcher: Are there Siam Turakij newspaper?

Staff: Yes, but it not on the shelf. (The staff then walk to the

cupboard at the back of the store and pick up the Siam Turakij

newspaper from inside where no one can see.)

Researcher: Are there any other 3 days business newspaper?

Staff: Thansetagit and Prachachat are all sold out.

(Then I pick up that Siam Turakij newspaper and buy it.)


Recommendations

• Lack of brand awareness and Limitations in

product availability

• Users focus on the idea of buying a 3-day

business newspaper, not the brand.

• Most are brand switcher except for subscribers

• Seek another brand of the same category

• Opportunity to capture gap in the market


Recommendations (Continued)

• New marketing mix

• To capture future potential target audience

• Budget allocation: Product-> Place-> Promotion-> Price


Product Recommendations

Layout

• Increase Logo Size

• Decrease

advertisement near

the logo in the cover

page



Layout

• Increase attractiveness >> Headline of the newspaper.

• Read me now look



Attract new users by ‘Well-Known Columnist’

• Many users are attracted to newspaper because of certain columnist

• Opportunity to attract non-user

• Non-user >> User


Price Recommendations

Maintain the current price


Distribution Channel

Expand market coverage

Channel audit• Out of stock• Shelf display


Communication

Create brand awareness

• Place own newspaper shelf in target market locations

Visibly the brand


Communication

Form a strategic alliance with these company

• Promote the brand

• Give away sample

• Offer to educate the participant

• Co-promotion

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Q & A Session

Siam turakij research presentation

Technology

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