Little Creatures in Japan
Tiago Antonio Ferreira da Silva
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Profile International MarketingEstablish and adjust the Marketing Mix
October,31st 2012 - Perth Western Australia
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Agenda
Welcome.
Company Overview.
Mission, Vision and Value.
Japan Culture.
Facts and Data.
Competitors.
Swot Analysis.
Pest Analysis.
Target Marketing.
Marketing Mix.
Marketing Strategy.
Marketing Campaign .
Reference.
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
WELCOME
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
10Health Benefits of Beer drinking!
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
1. Strong Bones.
2. Strong Heart.
3. Healthier Kidneys
4. Boosting Brain Health
5. Reduced Cancer Risk
6. Boosting Vitamin Levels
7. Guarding Against Stroke
8. Reduced risk for Diabetes
9. Lower Blood pressure
10. Longer Life10Health Benefits of Beer drinking!
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
M – O – D – E – R – A – T – E
1. Strong Bones.
2. Strong Heart.
3. Healthier Kidneys
4. Boosting Brain Health
5. Reduced Cancer Risk
6. Boosting Vitamin Levels
7. Guarding Against Stroke
8. Reduced risk for Diabetes
9. Lower Blood pressure
10. Longer Life10Health Benefits of Beer drinking!
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Medical approval
“‘To drink moderately is to drink within the limits set by your health, the society in which you live and your obligations towards your family and friends’.
“Researchers found that people who drank about a pint of beer a day had a 31 % reduced risk of heart disease”.
Published in the European Journal of Epidemiology, the study is an analysis of 16 studies involving more than 200,000 participants
Source: The New England Journal of Medicine,2012 Source: European Journal of Epidemiology,2012
‘”There is strong evidence that moderate drinkers have a
substantially reduced risk of heart attack’.”
Source:American College of Cardiology,2012
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
History
• Little Creatures started on 2000 with friends that had worked together in breweries.
• Little Creatures is based in Fremantle.
• A Japanese group called Lion bough Little Creatures by AUD 380 million.
• 2011 Revenue was AUD 70 million.
• Net Profits AUD 9.2 million (2011).
• In 2012 AUD 11.6 million.
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Mission, Vision & Values
Core Business:Little Creatures’ core business is beer.
Vision: Little Creatures aims at making great beer and great communities.
Mission: Little Creatures strives to improve organisational performance, customer
satisfaction and profitability.
Value:Be Passionate.Be Caring and community minded.Share the experience of great beer.Be proud.
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
History
Staff: 300
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Little Creatures’ portfolio
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Map of Japan
Area 377 887 square kilometers
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Japan
Fast facts about JapanPopulation: 127,728,000Capital: Tokyo: 35,327,000Area: 377,887 square kilometersLanguage: JapaneseReligion: Shinto, BuddhistCurrency: YenLife Expectancy: 81GDP per Capita: U.S. $28,700Literacy Percent: 99Head of State HM Emperor AkihitoHead of Government Prime Minister He Mr Yoshihiko NodaAustralian exports to Japan: A$46,880 millionAustralian imports from Japan: A$16,685 millionJapan's principal export destinations: China, USA, Republic of KoreaJapan’s principal import sources China, USA,Australia
Source: Japan Statistics Bureau ,2012
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Modern Transportation System
Source: Japan Metro,2012
Shinkansen or“ Bullet train “
Connects from North to South and East to West!
300 KM/H
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Japan
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Do you know …Which are the top 3 most expensive cities in the world?
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Do you know …Which are the top 3 most expensive cities in the world?
21
3
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Do you know …Which are the top 3 most expensive cities in the world?
21
3
Osaka,Japan
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Do you know …Which are the top 3 most expensive cities in the world?
21
3
Luanda,Angola Osaka,Japan
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
The top 3 most expensive city in the world is…
21
3
Tokyo, Japan
Osaka, JapanLuanda, Angola
Source:Mercer,2012
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Rank 2012 Rank 2011 City Country1 2 Tokyo J apan
2 1 Luanda Angola
3 6 Osaka J apan
4 4 Moscow Russia
5 5 Geneva Switzerland
6 7 Zurich Switzerland
6 8 Singapore Singapore
8 3 N'Djamena Chad
9 9 Hong Kong Hong Kong
10 11 Nagoya J apan
11 14 Sydney Australia
12 10 São Paulo Brazil
13 12 Rio de J aneiro Brazil
14 16 Bern Switzerland
15 21 Melbourne Australia
16 21 Shanghai China
17 20 Beijing China
18 15 Oslo Norway
19 30 Perth Australia
20 12 Libreville Gabon
21 17 Copenhagen Denmark
22 19 Seoul South Korea
23 34 Canberra Australia
24 31 Brisbane Australia
25 18 London UK
26 44 Khartoum Sudan
27 46 Adelaide Australia
28 29 St. Petersburg Russia
29 51 Caracas Venezuela
30 43 Shenzhen China Source:Mercer,2012
The top 50 most expensive city in the world is…
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Source: Mercer,2012
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Source: Mercer,2012
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Do you know what happen when a Japanese person drink a few
beers?
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Source: Takahito Nishiama in “Costume Party “Perth,2012
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
FACTS & DATAS
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Japanese Dream Beer Survey,2011
Source: Japan Dream Beer Survey,2011
Why the Japanese market would be a friendly market?
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
World’s beer production
China is the first beer producer in the world with 25.1 Million Kilolitres.
Followed by USA with 23.08 Million Kilolitres.
Together China and USA have 33% of the world production.
Japan is the sixth beer producer with 6.53 million kilolitres.
Source:Kirin,2011
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Key Highlights
• The earthquake and Tsunami in March,2011 impacted at leading domestic brewers.
• The beer flavoured soft drinks phenomenon also impacted upon beer consumption.
• Imported new beer is expected to remain one of the key competitors to domestic beer.
• Beer imports recorded strong growth due to low prices.
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Current Trends• Hot summers.
• Possibility of acquiring an imported beer at a lower price.
• High value of the yen.
• Change in consumer needs for drinks with lower alcohol levels.
• Beer is becoming more popular, whether for domestic or imported product.
• The novelty and fashion of imported beers has increased.
• The Japanese trend market for beers is growing in dry beers segment.
Source:Weather.com,2012
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Who drinks more?
Source: Europe Breweries,2012
In Japan
70%
of the alcohol sold is Beer!
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
How long d
oes it
take
to a
fford
a b
eer?
Source: UBS, Swiss bank,2012
17’
Two analysis:1.Good wages2.Price of beers
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
…….88% of beer is
drunk by 16% of
consumers!
Source:Ambev,2012
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Tokyo’s Workforce
Source: Statistics Bureau, Ministry of Internal Affairs and Communications; “Population Census”, 2012
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Salary in Tokyo
Source: Statistics Bureau, Ministry of Internal Affairs and Communications; “Population Census”, 2012
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Demographic data
Source: Statistics Bureau, Ministry of Internal Affairs and Communications; “Population Census”, 2012
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
COMPETITORS
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Position of competitorsby brand in Japan,2011 Market Share %
Source: Statistics Japan, 2012
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Perceptual map
Low qualityhigh quality
High price
Low price
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Perceptual map
Low qualityhigh quality
High price
Low price
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
ANALYSIS
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
P E S T – Analysis
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Law Prohibiting Minors from Drinking
Article 1
1. Persons under 20 years of age must not consume beverage alcohol.
2. When persons with parental rights or persons acting as guardians in place of parents learn
that minors are drinking beverage alcohol, they must stop such consumption.
3. Enterprises involved in selling or giving beverage alcohol must not do so if they learn that
these beverages are to be consumed by persons under 20 years of age.
4. Enterprises selling or giving beverage alcohol are required to confirm the age of consumers
and take other measures necessary to prevent alcohol intake by persons under 20 years of
age.
Article 2
•Beverage alcohol or containers of alcohol possessed by persons under 20 years of age for the
purpose of consumption may be subject to the necessary measures, such as confiscation or
disposal, based on administrative decisions.
This law, first enacted in 1922
Source: Japan Constitution, 2012
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
P E S T – Analysis
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
SWOT – Analysis
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Target Marketing
Who is Little Creatures targeted at?
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Target Marketing
Who is Little Creatures targeted at?
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Target Marketing
Tokyo, Japan
Gender: Male and FemaleAge:20 to 45Status Marriage: SingleEducation: Graduate and UndergraduateOccupation: Tertiary IndustryIncome: 2194 YPopulation:13 mil
Customer Values: Friendship, family and work.Attitudes: Courage and Pleasure.Life Style: Entertainment, fun and freedom.
Consumer Actions: To drink beers with friends in PUB’S and Restaurants.
Brand: transmit credibility, security and confidence.
Loyalty: High probability in drinking the favourite brand in the future.
User status: Usual drink at least 2 times per week.
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Target Marketing
Gender: Male and FemaleAge:20 to 45Status Marriage: SingleEducation: Graduate and UndergraduateOccupation: Tertiary IndustryIncome: 2194 YPopulation:13 mil
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Target Marketing
Customer Values: Friendship, family and work.Attitudes: Courage and Pleasure.Life Style: Entertainment, fun and freedom.
Consumer Actions: To drink beers with friends in PUB’S and Restaurants.
Brand: transmit credibility, security and confidence.
Loyalty: High probability in drinking the favourite brand in the future.
User status: Usual drink at least 2 times per week.
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
MARKETING STRATEGY
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Marketing Strategy
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Marketing Strategy
Little Creatures has well-specific products for the market, it is a high quality beer and it is expected to build strong Brand loyalty.
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Strategic Positioning
……….How Little Creatures in Japan should be positioned?
…………What is th
e best message?
……….What a
bout Littl
e Creatures Logo?
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Strategic Positioning
……….How Little Creatures in Japan should be positioned?
“ Little Creatures is a artisanal beer made fro
m highest quality ingredients for young people who
like to celebrate small accomplishments daily.”
…………What is th
e best message?
Celebrate life !!!
……….What a
bout Littl
e Creatures Logo?
喝采
Cheers
人生を祝う
Celebrate life
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Marketing mix
Physical good Beer
Service Beverage
Features Special Malt and water
Quality level High quality of malt and components
Accessories Glasses
Installation Chiba
Instructions Keep it in fresh environment
Warranty Drink for the estimated date
Product linesPale Ale,Bright Ale,Pilsner,Roger Beer
Packaging 330 ml glass bottle
Branding Label and Stylized bottle
X
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Marketing mix
Because…
X
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Rank Prefectures
Consumption of Alcohol Standard Amount per 1 Adults Score
Sort Desc Asc Desc Asc Desc Asc Desc Asc 1 Kagoshima 13,846,380 liter 10.00 liter 77.2 2 Tokyo 101,677,010 liter 9.46 liter 72.36 3 Okinawa 9,856,450 liter 9.32 liter 71.12 4 Miyazaki 8,579,380 liter 9.31 liter 71.02 5 Akita 7,981,560 liter 8.64 liter 65.06 6 Aomori 9,785,080 liter 8.59 liter 64.64 7 Niigata 16,433,532 liter 8.35 liter 62.49 8 Kochi 4,936,340 liter 7.69 liter 56.59 9 Oita 7,510,900 liter 7.66 liter 56.37
10 Hokkaido 35,246,620 liter 7.66 liter 56.37 11 Iwate 8,474,980 liter 7.64 liter 56.11 12 Yamagata 7,356,570 liter 7.56 liter 55.44 13 Osaka 53,489,280 liter 7.46 liter 54.58 14 Yamanashi 5,173,180 liter 7.32 liter 53.27 15 Fukushima 12,050,710 liter 7.31 liter 53.23 16 Shimane 4,328,380 liter 7.31 liter 53.22 17 Kumamoto 10,621,180 liter 7.23 liter 52.49 18 Tottori 3,504,260 liter 7.15 liter 51.79 19 Miyagi 13,486,780 liter 7.07 liter 51.05 20 Fukuoka 28,564,950 liter 6.96 liter 50.05 21 Nagano 12,271,870 liter 6.94 liter 49.88 22 Hiroshima 16,125,640 liter 6.90 liter 49.52 23 Nagasaki 7,903,010 liter 6.74 liter 48.09 24 Yamaguchi 8,095,580 liter 6.70 liter 47.77 25 Ishikawa 6,290,870 liter 6.64 liter 47.19 26 Toyama 6,005,820 liter 6.60 liter 46.86 27 Gunma 10,738,430 liter 6.54 liter 46.33 28 Kyoto 13,962,200 liter 6.51 liter 46.06 29 Saga 4,405,000 liter 6.43 liter 45.35 30 Ehime 7,554,390 liter 6.35 liter 44.67 31 Hyogo 28,669,900 liter 6.31 liter 44.25 32 Shizuoka 19,614,444 liter 6.30 liter 44.23 33 Chiba 31,259,100 liter 6.21 liter 43.42 34 Tochigi 10,127,980 liter 6.20 liter 43.31 35 Saitama 35,874,160 liter 6.19 liter 43.16 36 Wakayama 5,102,780 liter 6.17 liter 43.03 37 Fukui 3,999,890 liter 6.14 liter 42.8 38 Ibaraki 14,776,180 liter 6.12 liter 42.54 39 Kanagawa 44,533,150 liter 6.08 liter 42.26 40 Kagawa 4,885,830 liter 5.99 liter 41.4 41 Okayama 9,446,160 liter 5.96 liter 41.18 42 Aichi 35,063,101 liter 5.88 liter 40.4 43 Tokushima 3,843,260 liter 5.87 liter 40.33 44 Mie 8,306,887 liter 5.44 liter 36.51 45 Shiga 6,024,890 liter 5.37 liter 35.88 46 Gifu 9,139,776 liter 5.36 liter 35.77 47 Nara 5,824,010 liter 5.09 liter 33.35 Average 722,891,380 liter 6.92 liter
Source:Statistics Japan,2012 /
Tokyo is the second highest alcohol consumption in Japan
Rank Prefectures
Consumption of Alcohol Standard Amount per 1 Adults Score
Sort Desc Asc Desc Asc Desc Asc Desc Asc 1 Kagoshima 13,846,380 liter 10.00 liter 77.2 2 Tokyo 101,677,010 liter 9.46 liter 72.36
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Distributor Category Vendors
Wholesaler All alcoholic beverages 6,589 Other 5,909 Total 12,498
Retailer All alcoholic beverages 176,773 Other 7,299 Total 184,072 Total 196,570
Source: National Tax Agency,Japan2012
196,570
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Marketing mix
“Yes, Little Creatures is Y 82”
Price Beer
Objectives 82 YEN
Flexibility 10% margin
Level over product life cycle Introduction
Allowances Transfer pricing
Presentation AUD IEN
330 ml 4,0 81,23
568 ml 5,68 464,79
X
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
MARKETING CAMPAIGN
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Objective:
Time: From May 2013 to May 2014
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Implementation Plan
5 Promotional Strategies
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Strategy Little Creatures MerchandisingSpecific Expose the brand and awareness of Little Creatures.
Measurable Word of Month, free son and local media.Achievable Through the coaching and following marketing strategy
Realistic YesTime 4 weeks
Strategy Little Creatures Official Launch OPINION LEADERSSpecific Official Launch of Little Creatures to local opinion leaders.
Measurable Expert opinion ,word of Month, free son and local media.Achievable Through the expert opinion.
Realistic YesTime 1 day
Strategy Little Creatures Night PartySpecific Provide a glamorous night party to key traders in Little Creatures Tokyo.
Measurable Acceptance and attendance of guestsAchievable Through the invitation
Realistic YesTime One night only
Strategy Little Creatures FestivalSpecific Provide a glamorous night party to key traders in Little Creatures Tokyo.
Measurable Acceptance and attendance of guestsAchievable Through the invitation
Realistic YesTime One night only
12
34
Small accomplishments
Your team won! Hard work day!
Bought a new gift !
Studied a lot? a dating!friends!
Racing drive!
happiness
Good food
music
1
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Marketing mix
Objectives To Introduce Little Creatures in Tokyo
Promotion BlendTV,Radio,Magazines,Newspaper,Outdoor,Eletronic
Salespeople Sales and promoters
Kind Face to face promotion
Number 30 women to promote the brand
Selection “ Human Resource Agency ” in Tokyo
Training 1 day training in a Hotel in Tokyo
Motivation Enthusiasm and Energy
AdvertisingCelebrate Life!
Targets Man and Woman from 20 to 45 years old
Kids of adsPosters,In- Store Ads,Sports ,Arena and Transit
人生を祝うCelebrate
life
1
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Merchandising
30 girlsDressed up as
Little Creatures angel
1
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
War marketing: Cheap and effective
CLUBS
Shinjuku
Apple Store Nakamyse Shopping Street
PUBS
1
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Meeting point in front of Apple Store1
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Electronic Medias1
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Concentration at Shibuya Crossing1
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
A busy street in Shinjuku, Tokyo
1
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Opinion leaders dinner
.
PoliticsChefs Journalists
Business man
2
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Night party : Beverage Distribution Channels in Japan3
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Little Creatures Festivals
• market streets,
• business fairs,
• exposition, music's festivals,
• entertainments and shows according to the Tokyo cultural calendar, 2013.
4
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Little Creatures Sports
Source: Tokyo News,2012 “The most preferred sport survey”.
Little Creatures will sell beer in baseball games, sumo festival and soccer games.
5
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
Reference
Austrade,2012 Trade Australia to Japan, retrieved on August 1rs,from
http://www.austrade.gov.au/
Austrade, Exporters,Retrieved on September 10 th,2012 from:
https://littlecreatures.com.au/
BBC London, 2012,Japan news, retrieved on August 31st, from
http://news.bbc.co.uk/2/hi/uk_news/scotland/4126850.stm
Little Creatures, 2012, About us, retrieved on August 8th,
http://www.littlecreatures.com.au
Investsmart,Company Profile,retrieved on October 4 th,2012, from:
http://www.investsmart.com.au/company_profile
Japan Beer Market Insights 2012,Yahoofincancereport, retrieved on October 4th, from:
http://finance.yahoo.com/news/japan-beer-market-insights-2012
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
ReferenceMaps of World,Demograph of Tokyo,Retrieved on September 9th,2012,from:
http://www.mapsofworld.com/japan/demographics-japan.html
McKinsey, 2012, World trend, retrieved on August 14th,
http://www.tradingeconomics.com/japan/gdp-growth
National Geographic,2012 Japan, retrieved on August 25,
http://travel.nationalgeographic.com/travel/countries/japan-facts/
Statistics Bureau Japan, Demographic Data, Retrieved on September 7th, 2012
from: http://www.stat.go.jp/English/data/handbook/index.htm
Statistics Bureau Japan,Ministery of Internal Affairs and Communication Population Census, Retrieved on September 8 th, 2012 from: http://stats-japan.com/t/kiji/14569
Statistics Japan, Consumption of Alcohol,Retrieved on September 8th ,2012
from:http://stats-japan.com/t/kiji/14569
The Little Creatures, About beer, Retrieved on September 8th, 2012 from:
https://littlecreatures.com.au/
Tiago Antonio Ferreira da SilvaDiploma of Marketing Lecture: Cathy Dalton November,14th 2012 Perth Western Australia
ARIGATO!!!
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