Market Analysis

In modern Thai society, which is fast-paced and time-conscious, people place great importance on time, whether it's waking up early to go to school or heading to work. Mornings are the starting point of every day, making the lifestyle of Thai people highly hurried. Often, breakfast, the most important meal of the day, is overlooked or given less priority, especially by those who have to wake up early to beat traffic and rush to their destinations. As a result, they often skip breakfast or opt for quick, convenient options like processed food, bread, or energy drinks during their commute.

This fast-paced lifestyle not only affects breakfast consumption habits but also drives a shift toward choices that emphasize speed and convenience. Breakfast cereals, made from various grains such as corn (cornflakes), wheat (wheat flakes), oats (oatmeal), rice (rice cereal), and granola, cater well to this demand for convenience.

The ready-to-eat cereal market in Thailand is valued at 69.4 million USD, with key players holding a market share of over 69.5%. The demand for cereal has been growing at an average of 1.5% per year from 2017 to 2022, driven by the fast-paced lives of Thai people.

Additionally, current trends toward sustainability show that consumers are increasingly inclined to support brands that care about the environment and society. Many brands have adapted by improving their products and packaging to meet these expectations.

About the Company

GOODIES GRAND is a breakfast cereal brand that originated from a cereal breakfast franchise in 2004. The brand stands out for its commitment to selecting the highest quality ingredients for consumers. Its grains are sourced from Thai farmers across various regions, ensuring that the cereals retain their nutritional value through rigorous quality checks.

As the cereal market continues to grow, consumers are increasingly concerned about both health and environmental sustainability. At the same time, in a world that is moving ever faster, 'time' becomes a crucial factor. To meet the needs of fast-paced living, Goodies Grand plans to expand beyond its franchise restaurant business and enter the retail market by mid-2024, ensuring that its high-quality cereals are conveniently available to customers. Since we ‘care about every meal,’ we aim to deliver nutritious and convenient breakfasts to our customers.

Brand Essence

Name & Symbol: GOODIES means "good things" and GRAND means "grand" or "great." Together, GOODIES GRAND signifies the best breakfast brand. The brand uses gold to symbolize premium quality and well-selected ingredients, representing the value we place on our products. It also evokes the image of ripe, abundant grain fields.

Brand Attributes: Our brand is dedicated to every process, from collaborating with farmers to harvesting, selecting, and processing raw materials to create cereals that retain their full nutritional value.

Brand Benefits: Our cereals are healthy and guilt-free.

Brand Personality: If our brand were a person, it would be like a kind and caring mother, always choosing the best for her children out of love.

Value Proposition: High-energy breakfast with over 10 essential nutrients that promote strength and health.

Gender: All genders

Age:

1. 3-6 years
2. 6-12 years
3. 12-18 years
4. 19-25 years
5. 26 years and older

Income:

1. 4,000-6,000 THB
2. 6,000-8,000 THB
3. 8,000-12,000 THB
4. 12,000 THB and above

Residence:

1. In the city
2. Suburban
3. Rural

Lifestyle:

1. Fast-paced life
2. Full-day activities
3. Prefers convenience
4. Simple and straightforward thinking
5. Health-conscious
6. Environmentally-conscious

Behaviors:

1. Wakes up early every day
2. Frequently skips breakfast
3. Regular cereal consumer
4. Enjoys visiting malls after work/school
5. Prefers buying food to store at home

Marketing Campaign

1.Unintended Surprise

Details: A surprise nighttime visit to universities to explore the living conditions of students in various faculties. Cereal will be distributed to students to give them an energy boost so they can power through their work. The students will be asked to record short video reviews of their surprise experience and use the hashtag #FueledAndMovingForward on TikTok.

Target Group: University students

Duration: 1 month

Objective: To build awareness through short video clips with the hashtag #FueledAndMovingForward, increasing visibility of the brand and its new product.

Measurement: Increase the brand's follower count by 500 within 3 months from the start of the campaign.

2.Do You Know What's Inside?

Details: Our cereal contains a blend of 10 different grains. We will set up booths at universities to distribute product samples for students to try. A Blind Test challenge will be held, where participants will taste the cereal and try to guess which grains are in it. If they answer correctly, they will receive a 150g box of cereal as a reward. Target Group: University students

Duration: 1 month

Objective: To build awareness and engagement, making the product well-known and boosting sales after the sample distribution at universities nationwide.

Measurement: Achieve a 100% increase in sales within 3 months, compared to the first month the product was launched in the market.