Open Strategy algae dominate Recipes Taokaenoi

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One way that can be easily observed. What makes any product that is "next" is to look at the market. Products that are new players. Trying to jump in and take market share roughhouse. The naming imitation goods market or not.

Like the days of green tea, "Oishi" was hot brands. Dozens of people to jump in and play, etc. Also named in the exact same tone.

The origin of the brand "Matchmaker racism", "hit a little," and many other brands in the timeframe of 1-2 years, so it is a good indicator of that. Temperature competitive market snack seaweed in 2552 with a "little boss" to "Tagweฮii" Leaders in the market are "hot" and "exciting" one.

Because no matter who the owner of a Success Story. Were salivating until I went to play in a row.

Passion is a variation

Even in the past, "Aitthipat Kulapongvanich" or "Tob" CEO Taokaenoi Seafood & Marketing Co., Ltd. will always be a little unruly hair dyed blond and hit the game addicts. But he proved to everyone that. If you intend to do now He must have

The boy who wanted to be a businessman like his father. I felt "like" the man went to the wrong hands, there are men who I respect. But when I was growing gradually. Declarations along With unruly own

One day when his brother invited to play games online Tob. His life was changed

With passion and commitment Tob soon became one of the servers with 4-5 hundred thousand players until someone offers to buy items and transfer money from his first one. It was the spark that started flickering again.

"Once the game has already started to make sense, it is not difficult to imagine that the FSU. You did not need the money. That was the beginning "

Creating a business from a simple question

Once there, they would have to. The game had been booming, it's not out of the cycle at the time the Product Life Cycle decline. Revenue of Tob was homogenized. The 2540 economic crisis had an impact on his family's real estate business.

"One day, I had no money. I went to your mother You walk into the room, took a lot longer than about 10 minutes, so I went inside. The mothers clutching their money in tears. It was inspired by the need to do something. "

What was once a dream in his youth that wanted to be a lucrative business began to pop into his brain again.

One day he went to the fair and met with the franchise and roasted chestnuts from Japan. The chestnut is like the original capital. So a simple question: Up in mind that "Why would anyone want to eat chestnut to the China Town" and the question then becomes the source of a business franchise brand chestnut. "Little boss" that grew out of his own funds in a short time.

Despite struggling in the early stages But he was up trumps Chestnut "Taokaenoi" The expansion of more than 30 branches in just the past year, only.

Then a major turning point was reached again. One day, when he went to check his own store on the mall. With hunger, he frequented a Dairy Queen ice cream shop regular. And notice the simple things that anyone can see that in addition to the ice cream shop and then there are the sausages sold well.

A simple question arises whether "Why do we have sausages for me," thus becoming ideas Tob Extension Product Line from chestnut to the dried longan dried persimmons and extends to "seaweed", which is used to make his dream become a reality. Then

Market strategies "Green belt"

After discovering that the trend in the market is hot seaweed snacks. Some stores can sell more products like seaweed chestnuts. Tob, and starts to market algae seriously. By converting the house into a factory producing seaweed. The twenty guys and try to penetrate the market first.

Although unsuccessful in the primary. But instead of being discouraged him praise with the strategy. "Green belt" strategy, which is distributed to cover consumer groups. He heard the chants coming from the TV.

"I think the forest is a convenience store. Convenience store to have our product. "

Seven Eleven and thus becomes the next target of Tob. It is a convenience store with branches in Thailand. Despite going through numerous obstacles But when he can break into the team. Eleven have success. Taokaenoi brand was born.

After planting the convenience store at Seven. Eleven have been satisfied. His strategy was to surround the city forest. With the aggressive penetration into the modern trade and various supermarkets. Continuously Jiffy, Family Mart, Watsons, The Malls, Tops, Big C, Tesco Lotus, Carrefour.

It penetrates to the international market with an aggressive strategy. Is not it fair to leave the Department of Export Promotion to himself. "The right choice" but to invade the Distributor abroad directly. To give yourself a "choice".

His approach is very simple and plain. Just walking down the mall in the country who want to penetrate the market. Then flip the pastry case who is the supplier of some of those countries. Then prepare to take the owner to offer to open a dialogue with a proposal to support the market.

That way, the boss makes less are now available in 16 countries, with exports up to 60% in early 2550, despite decreased to 40% of current market value, but not foreign to decline. If they choose to come back to maintain a stronghold in the domestic market with market hit a serious contender in the coming years.

Algae = Taokaenoi

"I'm not the first brand to enter the market. I was the first brand into the minds of consumers. "

Tob is said to reflect the market's boss less seriously in 2551 due to the stability in the international market level. With a peak output of over 30 million baht per month by mid-2550 with the then solidifies the baht. Start making the export market more difficult. The domestic market has a new player. Gradual introduction of competition into the market continuously for more than 10 brands.

"The year 2551 growth of algae and other players. Branding efforts up We need to build a brand is to keep one. "

Marketing strategy of the owner a few years ago, so there are melodies that are "aggressive" by adding a statement to the market to double from 25 million baht to 50 million baht for the TV to communicate with consumers in a wide range. Originally targeted channel Below the line, but with roadshows and promotions at the point of sale.

First ad "Taokaenoi", launched in early 2551 with Brand Concept "If the algae have Taokaenoi" to reinforce the brand Taokaenoi to hit the poor became Generic Name as instant noodles instead of "Mama". and detergents commonly known as "detergent".

"I build brands using television ads that holds the concept that" Seaweed is algae Taokaenoi "because many people do not know Seaweed that algae bringing teacher Chris (Chris Christopher Wright), a symbol of the teacher. teaching English to teach this. And then annexed by the owner with less. Reaffirms boss is a little seaweed snacks. Seaweed Snacks and a little aging ".

Sub-brand edible seaweed gathered from the market.

After releasing the ad came out earlier this year. Ageing least offensive to the Sub-brand strategy to penetrate healthy people especially.

Curve liner brand that was launched in mid 2551, he was placed Positioning for young women aged 18-28 years at the drilling segment, health care and fear fat. To clearly separate market from brands Taokaenoi Positioning placed at children and teenagers.

"Niche Market is now used more and more, so it requires a small alley Segment to penetrate the target. This product is not sold out anymore universal Smart Product Product so as to show the identity of the consumer. Fino a motorcycle that has been popular because it conveys the identity of the consumer. "

Taokaenoi year 2552 to prepare the sub-brand "yaki nori" seaweed market for used cooking. The survey found that consumer behavior. Trend Korea and Japan are hot. Korean and Japanese style restaurants make up ten-fold in a few years.

"Right now, consumer behavior has changed. As before, most of the food. But now the restaurant has both Japanese and Korean style hot barbecue Fuji MK Plaza Yayoi Haji cover etc. As before, there are now about 2-3 percent a 2-3 thousand a year, we will release a "Yagi. nori "to target the restaurant. The algae act as a Supplier, we are importers of most right now. "

Traditional marketing Ox

In addition, the sub-brand to expand into new target groups. Taokaenoi prepared to play this year. Tob also plans to penetrate the market by Ox targets sales trend of economic stagnation. By adding distribution channels through the Traditional Trade Taokaenoi the distribution was not covered. (Reaching approximately 35%), while the Modern Trade channel in supermarkets and hypermarkets is still a gap to thread was about 14%.

Because even pull supplier with a network covering the whole country, "good con Ham" to help distribute the product in the coming years. But there are gaps in the market to play because of some products into new markets recently. Also be sure not to make the Traditional Trade stock. The prosecution of Taokaenoi To fill the gap, with the penetration Heavy promotion in the year 2552.

It also plans to launch a movie advertising to reinforce the brand in the consumer mind goes one step by Brand Positioning is Taokaenoi a brand that will be in the memory of consumers permanently and Product Positioning placed. Taokaenoi algae seaweed that is nutritious, high quality and low cost.

With the new product line. Branded Taokaenoi And other sub-brands Continuous He read the market direction Double seaweed snacks market will grow over the next three years at least before growth starts to slow and eventually to the saturation point.

"The product is saturated to the point where, depending on the Product Innovation that will go a long way with me."

And this makes Taokaenoi put a sales target in the year 2552 up to 1500 million baht if the total exports are placed approximately 20% would be nearly 2,000 million baht, which is not the metaphysical, because four years ago. Tob have to prove to everyone that. Tee-old boy who has not reached twenty-five years old, he "really do".

The origin of the brand

The brand name comes from his father Taokaenoi Itthipat speaking on the phone with friends tease. When the son was preparing to sign the franchise chestnut booth in a mall. When Itthipat have no idea what to use when filling out forms so to fill it. "Shop Taokaenoi"

Itthipat once thought to replace a snack of algae as "Jay Chou" Because no confidence in its own brand name. But the man who helped design the packaging alone. The name Taokaenoi hits Temptations Snack algae until now.

Market share of different types of seaweed snacks (October 2551).

Seaweed Snacks market share.

Taokaenoi 84.1%

The Belarus 3.6%

Your film 2.1%

M Taro 2.0%

MMM 1.5%

Market share seaweed snacks.

Shumen Niko 49.7%

Taokaenoi 22.9%

Curve 7.7%

Yoshinori Ota 3.5%