HAPPY  FAMILY  J  NURTURE  INC.  BY:  DAVID  ISKANDER,  DIANIQUE  ASHLEY,  STACY  PHUNG,  HUANGNAM  AEKAPHOL,  LEO    

Company’s  Objective                

�  Established  May  14,  2006  (Mother’s  Day)  

�  CEO:  Shazi  Visram  

� MISSION:  “to  provide  consumers  with  the  absolute  best  food  for  their  little  one.  The  tasty  recipes  are  created  using  organic  nutrition  and  yummy  ingredients”      

�  RECOGNITION:    �  Inc.  Magazine:  the  fastest  growing  organic  food  companies  �  Fast  Companies:    “Rockstar  of  the  New  Economy”  

About  The  Company                

� Densely  populated  island  located  in  Southeast  Asia.    

� Located  in  the  Strait  of  Malacca  

� Population:  6,096,539    � Ethnic  groups:  

�  77%  are  Chinese  �  14  %  are  Malay  � 8%  are  Indian  �  1%  other.  

� The  economic  tigers  of  Asia  

Country  Overview  

Cultural  Analysis  Location,  Social  Institutions,  Political  &  Legal  System,  Standard  of  Living,  Language  

Cultural  Analysis                

Location  

� Area:  633  sq.  km.  

� World’s  2nd  busiest  port.  

�  located  in  ten  major  areas  around  Singapore.  

� exposed  to  a  market  of  2.8  billion  people.  (Southeast  Asia)  

Social  Institutions  

� Small  nuclear  family.  

� High  income  disparity.  

CULTURAL  ANALYSIS                

�  Republic  with  a  parliamentary  system  of  government  based  on  the  Westminster  system.  Reflection  of  British  legacy.  

�  Dominant  political  party  in  Singapore,  in  power  since  1959,  has  been  the  People's  Action  Party  (PAP).    

�  Held  the  overwhelming  majority  of  seats  in  parliament  since  1966.  Strong  influence  throughout  the  years.  

�  9  out  10  in  Political  Risk  Index  .  Very  safe,  stable,  representative  government.  

Political  System  

�  9.5  out  10  in  Political  Stability.  Very  stable  government.  

�  Promoting  healthy  eating  through  the  Health  Promotion  Board  (HPB)  movement.  

�  Customers  are  advised  to  seek  out  the  ‘Healthier  Choice’  logo.  Awarded  to  menu  items  that  meet  the  Health  Boards  criteria.  

�  Company  products  could  easily  be  positioned  under  this  movement.    

CULTURAL  ANALYSIS                

�  Legal  model  similar  to  the  English  common  law  system.    

�  Legal  structure  broken  down  into  legislative,  executive  and  judiciary  branches.  (Separation  of  powers)    

�  Court  system  highly  developed.  Fast  and  efficient  proceedings.  

�  AgriFood  and  Veterinary  Authority  (AVA).  Chief  regulatory  body  overseeing  food  safety,  licensing,  inspection  and  import  control.  

Legal  System  

�  Permit  required  for  each  shipment  of  products.  Granted  through  the  customs  authority’s  TradeNet  system  within  48  hours.  

�  Importation  of  fresh  fruit  and  vegetables  requires  a  phytosanitary  certificate.  

�   Particular  meat  products  including  game  and  poultry  require  authorisation.  

�  Requires  organic  certification  such  as  the  SGS  certification.  Must  be  inspected  and  certified  each  year.    

�  USDA  seal  of  approval  is  of  higher  standards.  Company  can  use  the  USDA  seal  as  promotion  tool.  

LANGUAGES          

�  4  official  languages  in  Singapore:    

�  Chinese  �  Malay  �  Tamil  �  English  

�  National  language:  Malay  

�  2  most  common  languages  written  and  spoken:  

�  English  and  Chinese  (mandarin).    

�  Singlish:  mixture  of  English  and  a  dialect  of  another  language.    

�  The  local  language  �  “lah”  and  “mah.”  �  Example:  “Okay  lah,  bye  bye”  

�  Very  important  because:  �  Wrong  translation  à  dire  consequences.  

�  Better  understanding  of  local  wants.  

�  English  is  the  main  language  used  in  most  businesses,  government,  &  instruction  in  schools.  

Economic  Analysis  Economic  overview,  population  growth,  GDP,  GNS,  Inflation,  Distribution  of  wealth,  Opportunities,  Import,  Export,  &  Restrictions,  Healthcare  &  Infant  Mortality  Rate  

Population  Growth  

�  In  2012,  about  42,000  babies  were  born.  � 50%  of  the  population  accounts  for  falling  in  this  age  range  of  the  median  birth  rate  (roughly  25  –  54  years  of  age).    � the  average  household  size  in  the  same  year  was  3-­‐5  persons.  

GDP,GNS,  and  Inflation  

 

� In  2012,  GDP  per  capital  at  $61,400.    � GNS  was  roughly  46  percent  of  GDP  in  2012.  

� 1.3%  real  growth  rate  (GDP).  

Distribution  of  wealth  

� Singapore  is  known  as  a  middle-­‐class  society  

� On  average,  full-­‐time  employment  income  monthly  was  $3,000  for  males  and  females    

� 98  %    of  Singapore  is  employed    

Opportunities  

� Transportation  types  widely  available.  

� Ranked  easiest  country  to  do  business  with.    

� The  Singapore  dollar  is  stable  � Hard  currency    � Exchangeable  

� Low  taxation    

� Low  restriction  on  trade  barriers  

Health  Care  &  Infant  

Mortality  Rate    

� Promote  organic  eating.  

� Created  Medifund  to  help  the  lower  class  population  afford  health  care.    

� Obesity  rate  in  2008  was  only  7.1  %  of  the  total  population.    

Market  Audit  &  Competitive  Market  Analysis  The  Product,  Market,  Advertising  &  Promotion,  and  Competition    

The  Product   Creating  baby  food  that  fits  the  Singaporean  lifestyle  

• High  Status  • Health  conscious  • Value  oriented  • Quality  Driven  

This  factors  dictate  how  our  product  will  be  produced  and  marketed  to  the  target  audience  (i.e.  Maids/domestic  workers)  

Market    Geography    

� Singapore’s  5  regional  centers:    � Bedok,  Jurong  West,  Tampines,  Woodlands  and  Hougang    

� prime  markets  for  baby  food  product  sales  

� Close  contact  to  modern  retailers  like  FairPrice  

� Developing  housing  infrastructure  

� Developing  industrial  estates  � Close  proximity  to  airports  and  train  station  stops  

Market  Size    Eating  Habits  

Age  Range   Types  of  products  Monthly  

Consumption   Yearly  Consumption  

4-­‐6  Months  Cereal,  Puree  Fruit,  Puree  Vegetable  

70  Products  840  products    

per  child  

7-­‐16  Months   Cereal,  Puree  Fruit,  Puree  Vegetable,  Meat  Products  

90  Products  1080  products  per  

child  

Yearly  Total  Average  in  Singapore:  

76  Million  Products  Sold  

•  Singapore,  at  any  given  time,  has  about  82,000  babies  •  2.6  product  consumption  

Market  Consumer  Buying  Habits  

 

�  Singaporeans  consider  shopping  as  a  recreational  activity  �  Seek  3  things:  high  quality,  value  and  service  �  Baby  food  as  premium  

�  Consumers  purchase  health-­‐conscious  foods  

�  30%  increase  in  organic  sales  in2014  

Advertising  &  Promotions   � Singapore  media  outlets:  

TV,  print  and  internet    

� Deals  are  smiled  upon  overall,  esp.  with  bulk  purchases  

� Upper  class  do  not  value  coupons  

�  Facebook:  1  out  of  every  100  new  fans  gets  a  FREE  trial  

Competition    

�     

Baby  Nat  Only  Organic  

•  Organic  Brands  

•  Price:  S$3  to  S$5  

 

Happy  Family  

 

 

   -­‐  Food  for  Infants  to  2  years  

 -­‐  3  flavor  options  

-­‐  $3-­‐$5    

-­‐  Food  for  age  0  to  kids  -­‐  20  flavor  

options  

 -­‐  Mainly  fruit-­‐based  

-­‐  USDA  certified  -­‐  New  product  -­‐  Food  for  age  0  

to  9  mos.  -­‐  Mainly  veggie-­‐  based  product  -­‐  Shorter  Aussie  

channel    -­‐  Sold  in  all  retailers  

S$3  to  S$5  

Marketing  Plan  Target  Market  and  Market  Objectives,  SWOT  Analysis,  Product  Adaptations,  Price  Determination,  Distribution  

Target  Market  and  Objectives  

Target  Market  

�  Domestic  Help  

�  Child  Care  Facilities  �  Stay-­‐at-­‐home  Mothers  

Marketing  Objectives  

�  30-­‐minute  Radius  

�  Product  Visibility  �  35  percent  Market  Share  

SWOT  Analysis  

Strengths:  

�  Trusted  Brand  �  Organic  

Weaknesses:  

�  Parent  bonding  issues  �  New  to  the  market  

�  Product  is  not  recyclable  

Opportunities:  •  Increase  Birth  Rate  Expectancy  

•  Variety  of    Retail  Outlets  

Threats:  •  Brand  Loyalty  to  competitor  

products  

•  Taste  Preferences  

Product  Adaptation          Core  Component  

Package  Component  

Support  Services  Component  

 

 

Advertising  &  Sales  Promotion    

�  Advertising:  �    Objectives:  Inform  and  reach  potential  market  

 Products  for  Moms  by  Moms  

 Media  Mix:  Internet,  Website,  Child  Magazine  and  Word  of    Mouth  

•  Sales  Promotion:  

 Objective:  Get  potential  market  buying  product  

 Entry  mode  consumption:  First  one  free,  off  our  website  

 Later  on:  Buy  a  weekly  supply  and  save  5%  off  with  3    pouches  

 

*30  pack:  for  children  and  loyal  consumer  

 

Price  Determination   S$3.90  

S$4.20  

Happy  Family  Products:  S$3.50  –  S$4.20  

30  Packs:  approx.  S$3.14-­‐S$3.86  

Channels  of  Distribution  

Distribution  Foreign  Middle  Man  

Questions???  

�  Has  anyone  every  been  to  Singapore  or  has  family  from  there?  

� What  percentage  of  imports  enter  the  country  duty-­‐free?  

� What  similarities  and/or  differences  do  you  see  between  Singapore  and  U.S.  consumer  lifestyles?  

� Who  enjoys  helping  others  in  need?