introduction to marketing
Introduction
We are the marketers of Ajisen Ramen. After completing the current marketing analysis and identifying the marketing objectives, we identified that the target market is upper age group who concern about health and safety. The marketing objectives are winning the honor of one star or above from MICHELIN Guide within 5 years, increasing 15% market share among upper age group within 1 Year and differentiating from others through creating healthy Japanese dishes and atmosphere. In order to grasp the opportunities in the growth of aging population and the increasing numbers of people who eat out, we are going to develop marketing mix strategies and the corresponding action plan and control. Product Strategy
Modify Core benefit and the product feature into more healthy style
In order to keep abreast with the society flooding with healthy message, we could like to enhance our product features of healthy style. We would like to create a new product line having at least 5 products. It will use tempura vegetable as a theme to produce ramen. Also, we would like to shorten the length of ramen for making it easier to eat. This is especially good for upper age group and people having some difficulties in chewing and swallowing. Furthermore, we would like to offer different concentration of soup to customers for satisfying their flavors. The levels of concentration will be divided into low, middle and high respectively for our entire product. As a result, people purchasing our company is not only buying our food product but also buying a healthy lifestyle for joyfully and socialized life.
Increase Product mix depth
As our company has relatively low product mix depth, we would like to increase it progressively. Now, we would like to add more different versions on popular product through providing different flavors based on Ajisen Ramen (a food product) using pig bone soup. The diversification includes Nori, Potato and Tomato taste to customers. It
We are the marketers of Ajisen Ramen. After completing the current marketing analysis and identifying the marketing objectives, we identified that the target market is upper age group who concern about health and safety. The marketing objectives are winning the honor of one star or above from MICHELIN Guide within 5 years, increasing 15% market share among upper age group within 1 Year and differentiating from others through creating healthy Japanese dishes and atmosphere. In order to grasp the opportunities in the growth of aging population and the increasing numbers of people who eat out, we are going to develop marketing mix strategies and the corresponding action plan and control. Product Strategy
Modify Core benefit and the product feature into more healthy style
In order to keep abreast with the society flooding with healthy message, we could like to enhance our product features of healthy style. We would like to create a new product line having at least 5 products. It will use tempura vegetable as a theme to produce ramen. Also, we would like to shorten the length of ramen for making it easier to eat. This is especially good for upper age group and people having some difficulties in chewing and swallowing. Furthermore, we would like to offer different concentration of soup to customers for satisfying their flavors. The levels of concentration will be divided into low, middle and high respectively for our entire product. As a result, people purchasing our company is not only buying our food product but also buying a healthy lifestyle for joyfully and socialized life.
Increase Product mix depth
As our company has relatively low product mix depth, we would like to increase it progressively. Now, we would like to add more different versions on popular product through providing different flavors based on Ajisen Ramen (a food product) using pig bone soup. The diversification includes Nori, Potato and Tomato taste to customers. It