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Chimrolls - Hungarian Pastry
Transcript of Chimrolls - Hungarian Pastry
How to put Kürtőskalács on the Japanese market?
The Japanese biscuits market
PREMIUM PRICING Strategy
in the Harajuku / Ginza shopping districts in Tokyo
Instead of ATL using more niche focused BTL marketing techniques.
MarketLine Industry Profile: Biscuits in Japan (December 2013)
CIA World Factbook - Japan
Top 10 Expectations of Japanese Customers (japanintercultural.com)
Top 6 Social Networks in Japan (digitalstrategyconsulting.com)
Interview with my Japanese friends, Satoko and Yu
total revenues of $2,300M (2012)
CAGR: -1% for 2012-2017
top four players hold 60% of the market
largest segments: wafer biscuits (45%),
American cookies (25%)
who are open and curious. They love to try new products and are interested in Western culture. They have a smartphone and they are active on social media sites (Facebook, Instagram, etc.).
Japanese (age 15-29) living in urban areas: ca.
Young, urban, stylish Japanese
Japanese can't pronounce Kürtőskalács
Shops outside Hungary call it:
rising health awareness, declining and aging population
70% of the volume sold in hipermarkets
Biggest competitor: the doughnut
When young, urban, stylish Japanese want to meet in the city center for a snack, they go to the Kürtőskalács store. They style their personal cake and post it on Instagram.
Kürtőskalács is positioned as a healthier pastry because it's not made in oil.
Wide variety is crucial to win Japanese customers.
What do Japanese know about Hungary? Not much.
From my interviews:
"small country in Europe"
"famous for embroidery"
"high quality feather"
European food brands are popular
among Japanese customers. Western quality products
are overall favored.
There's added value in positioning a food product as something Hungarian.
From Hungary they will know it's European which is associated
with high quality.
Its name on the Japanese market:
Personalize your Chimrolls!
Rainbow colored sprinkles
Your Chimroll is as big as your hunger!
Take away boxes
Enjoy Chimrolls wherever you want!
6 different mini Chimrolls
one normal Chimroll with one dip
one large Chimroll with two dips
mini Chimrolls with dips
Benchmark: the doughnut price
Average price: ¥200 ($2)
Normal size Chimrolls:
+ extra fee for toppings and dips
Style: colorful, funny, upbeat
Search Engine Marketing
comes only 2nd.
Campaigns and contests on
Chimrolls Official sites with daily posts (e.g. new flavors, photos), give-aways, contests, etc.
e.g. make a picture of your Chimroll and you and post it with #mychimrolls
The most popular social media site in Japan.
e.g. an exclusive event where every blogger can make hers/his own Chimrolls
Toppings: Cheese, Garlic, Ham, Olives, Sesame, Sunflower Seed
Dips: Lactose Free Sour Cream*, Tomato Salsa, Cheese Cream, Mustard, Hummus, Wasabi
*Lactose intolerance is very common in Asia.
To enter the very competitive Japanese biscuits market Kürtőskalács should use a
niche marketing strategy
. This strategy focuses on a special segment's special needs - in this case, on the stylish Yuppies and their desire to new, hip products.
The 4P strategy is designed to realize this vision. The new brand name and the wide variety should underpin the
of the product. The premium pricing also encourages these favorable perceptions among customers. The Chimrolls store is a crucial success factor (as it was a service!) because we don't just sell the product -
sell the experience
. To reach this special segment Chimrolls can't use traditional marketing tools but it should concentrate on
With this strategy Kürtőskalács not only can succeed in Japan but it has several
(e.g. the savory product line).