Marketing Plan For Meiji Takenoko No Sato Chocolate Biscuits

Marketing Plan for Takenoko No Sato Biscuits in the U.K Market
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Marketing Plan for Takenoko No Sato Biscuits in the U.K Market
Executive Summary
In the United Kingdom, the rate at which business is growing is alarming. All kinds of businesses are growing at almost the same rate. Notably, food industry, clothing industry, healthcare, banking, automotive and other businesses are being established and are receiving a positive reception in the market. This marketing plan aims at introducing Takenoko No Sato, a Japanese chocolate biscuit in the U.K food market. Even though the U.K has many confectioneries and specifically biscuits in the market, the introduction of this confectionary is likely to perform well. For instance, some of the biscuits being sold in the country include Malted Milk Biscuits, Bourbon Biscuits, Rich Tears, McVitie’s Digestives, Bath Olivers and others. Certainly, Takenoko No Sato will have various advantages in the market. To start with, this confectionary has performed well in the Japanese market as far as profitability and market share are concerned. As a foreign product, consumers in the nations will be curious to try out the new product. Since Meiji the company which produces the product has operated for a long time, it has the experience and therefore will employ objective strategies which will enable it successfully penetrate the market. The primary target market for the product is college students, and the secondary target is another group of people including children and the working class people.

Besides, the confectionery is one of the favorites in Japan as confirmed by its reviews. Taking into account Takenoko No Sato’s nutritional value, the product has a high probability of becoming competitive.
Situation Analysis
To ensure a successful positioning of Takenoko No Sato in the U.K market, micro-environment forces, as well as macro-environment forces, have to be critically examined. This will ensure Meiji identifies tactical strategies which will enable it to position the product successful. Some of the key aspects which should be looked at include:
Company
Meiji is the producer of Takenoko No Sato. The company deals with food as well as snacks. Meiji has a positive record and has been in operation for over a decade now. Apparently, the company is a subsidiary of one of the largest pharmaceutical companies in the world, Meiji Seika Pharma Co., Ltd. This shows that the company has operated for a long time and therefore is aware of the threats, weaknesses, opportunities, and threats that the business has (Japanathon, 2017). On the same not, since consumers in the U.K do not significantly vary from those in Japan, application of similar strategies with slight adjustments can enable the business gain competitive advantage.
Since the mission of the company is to produce quality products which can enable it to penetrate new markets, attract a large market and become competitive, there is a high probability that the company will use similar approaches that it has used in other confectionery products such as Kinoko no Yama and other pharmaceutical products. On the same not, Meiji’s business goals and businesses postulate that the company does not compromise on quality. According to the company’s portfolio, Meiji has it that all products that it deals with including Takenoko No Sato will be unique and of high quality. The products will be produced and sold at affordable prices despite the fact that the products are of high quality. Additionally, Meiji focuses on growing and expanding. The approach which the company employs to ensure that it expands will be used to ensure that the company strongly establishes itself in the U.K.
SWOT Analysis
Strength Weaknesses
• Market experience
• Fast growth rate of the products
• Production of quality products
• Already build name in the market
• Availability of other established products in the market • Market competition
• Problems in operating in a new market environment.
Opportunities Threat
• High profitability due to the production of high-quality products.
• Availability of new markets.
• Global advertisement by online markets such as Alibaba
• Availability of few foreign products
• Future growth opportunities(MEIJI Holdings Co Ltd, 2017).
• High demand for products by international markets especially due to demand for confectionaries and other snacks by college students.
• High chance to gain a competitive advantage due to the production of quality products and liquidating them at relatively low prices. • High tax rates
• Long legal processes due to establishment of foreign products
• Tax rates fluctuations
Competitors
In the U.K, Meiji’s product, Takenoko No Sato will experience competition from other confectionery companies such as Mondelez, Mars, Sprungli, Nestle, Ferrero among others. As such, there is need to ensure that it employs tactical strategies which will enable it to survive the competition and stand out in the new market (Spacey, 2015). For instance, Meiji will advertise itself extensively before launching its products in the U.K market. It will use appropriate means such as the digital channels to market Takenoko No Sato in the U.K. The company will identify its market segment and strictly focus on it. Since the target market for the product is college students in main cities in the country including Leicester, Birmingham, Southampton, Manchester, Nottingham, Liverpool, Bristol, Newcastle among others, the company will ensure that it learns about the performance of the competitor’s products in those areas before launching its products.
Customers
Just like in Japan where the initial target market was college students, Meiji will target college students as its primary market. From the Meiji Company’s operation, it is clear that the youth and specifically college students form a large market base for Takenoko No Sato. As well designed marketing strategy will, therefore, be required to ensure that Meiji attracts a large percentage of consumers in the U.K (Japan Centre, 2017). The use of digital media such as social media platforms to advertise the product will enable the target market learns about it. By including unique specifications of the biscuit in its advertisement profile will enable consumers to consider diverting their focus to Takenoko No Sato. On the same note, the fact that the ingredients used to prepare the biscuit adds nutritional value to the product will motivate the consumers to buy it. As such, the product will stand a high chance of prospering and performing well.
To ensure the product reaches potential clients in all parts of the country, Meiji will open stores in different cities. Different flavors of the chocolate will be distributed including vanilla, lemon, ginger, chocolate, and others. The Company will identify top distributors in the country and collaborate with them to ensure the products are available in all stores in the country. Kandy King, Hancocks Cash & Carry, Appleton Sweets, Sarunds are among the distributors which Meiji will collaborate with to ensure the products are distributed accordingly.
Pestle Analysis
Political Factors • Takenoko No Sato will be required to meet the conditions and standards set by the U.K government to enable them to be sold in the country.
• Accounting laws, as well as other business laws, may affect the introduction and position of the business in the country.

Economic Factors • High tax rates, as well as constant tax fluctuations, will affect the company’s operation in its new market.
• Meiji will have to invest more in its marketing strategy to penetrate the new market successfully (Japanathon, 2017).
• The initial cost of operation will be subject to fluctuation before the product becomes stable in the market.
Social Factors • Since Takenoko No Sato is Japanese product, its reception in the U.K will be different due to cultural clash with the ordinary confectionaries.
• The products will be produced in different flavors in the U.K as compared to those in Japan. Some flavors which the Japanese appeal more will be dropped and flavors which the people in U.K appeal adopted
Technological Factors • Advanced technology will be employed to boost the quality of the product.
• Social media platforms such as Facebook will extensively use in marketing.
Legal Factors • After clearing with the business commission, Meiji will have all rights to conduct the business in the country.
• Takenoko No Sato will be examined by FDA before being allowed to be sold in the U.K
• The Company will be allowed to make the necessary changes that may enable it to become successful as long as it adheres to the business laws (MEIJI Holdings Co Ltd, 2017).

Environmental Factors • Takenoko No Sato will be affected the availability of many other confectioneries in the U.K market.
• The availability of many academic institutions will foster the operation of the business in the market.
Marketing Plan Objectives
1. To build strong brand awareness.
2. To foster customer relations.
3. To enhance customer retention.
4. To identify new customer base.
5. To launch the various flavors of the new products.
6. To improve stakeholders trust and relations.
7. To gradually penetrate new local markets in the U.K.
8. To increase profits
Differentiation and Positioning
Effective differentiation strategies will enable Meiji to stand out as a unique product in the market. The first positioning strategy that will be employed in the U.K market during the launching of Takenoko No Sato is to ensure that the target groups who are college students are aware of Meiji’s philosophy and operation values. The company will create awareness through promotion in colleges and universities in key cities in the country. The promotion will aim at advertising its name and making the clients learn about the Meiji profile and basic details about the product that is to be launched (Spacey, 2015). Samples will be issues to the clients and feedback will be taken to get their views about the product before its positioning.
The nutritional value of the Takenoko No Sato will be used as one of the key differentiation strategies. The fact that the biscuit is made up with sugar, non-fat dry milk, wheat flour, cream powder, cocoa butter, Soy, egg white and vegetable oil makes it tasty and nutritious. Its bamboo shape is also a factor that contributes to the uniqueness of the product.
The colorful branding of Takenoko No Sato will attract many customers. The product will manage to outdo many competitor products in the market due to its packaging. The price of the product will be affordable and at the same time ensure profitability to the company (Krouse, 2011). This will enable the company to attract many consumers and attain competitive advantage. The product will be packaged in different weights: that is small, medium and large. The small packet will be 77 grams, the medium one will be 200 grams, and the large one will be 400 grams. This will give consumers a broad range of options when buying. The image below shows a package of Takenoko No Sato.

Figure 1: Image of a package of Takenoko No Sato.
Source: Japan Centre. (2017). Meiji Takenoko No Sato Chocolate Biscuits, 70 g
Marketing Strategy
To ensure the marketing of Takenoko No Sato is effective, Meiji will ensure that it states the features of the product. In the package, various aspects of the product will be outlined. The ingredients which are used to prepare the product will be included in the package. The weight of the product as well with a picture of the product will be strategically put on the package. The package will be designed in a way that it will be attractive to the consumers. The price of Takenoko No Sato will be set according to the competitor’s price. This will be done while putting consideration the input costs and therefore avoid losses.
The company will ensure the product is of high quality. Due to the ingredients used, the nutritional value of the product will be maintained high. Additionally, the technology used in the processing of the product will be advanced. This will render all operations effective starting from the time utilized in the production of the product and the outlook of the product (Japanathon, 2017). Extra products will be made for sampling. Potential customers will be provided with free products to sample and give their feedback on it. As such, this will help identify problems and adjust them accordingly before the launching of the product.
The various places where Meiji will open its branches in the U.K will be determined based on the number of potential clients. For instance, distributors will identify shops, stores, and supermarkets located near higher institutions of learning. Marketing teams will research and identify schools with many students in main cities in the country. This will help postulates regions where the products will perform well. On the same note, shops available in schools will be examined to check the types of confectioneries available. This will help prevent losses as investments will only be made in productive areas.
Implementation and Control
The market plan for Takenoko No Sato will be implemented by experts in the company. The marketing team will identify the places where marketing should be done in the U.K. The key areas will be near academic institutions and specifically colleges and universities. College students and university students will be the target group of the marketing operation. Enough monetary resources will be set aside for the project. This will include the resources required for branding, positioning, market research, promotion and other processes.
Business analysts in the company will advise on the future trends of the company. Taking into account the performance of confectionery business in the U.K, they will predict the future and help Meiji take tactical steps while implementing the plan (Japan Centre, 2017). They will postulate on the best approaches as well as business techniques to employ to ensure the company does not fall into any significant risks during the introduction of the new product in the new market. Also, Meiji Company will continue researching while launching the product in the market. This will help the company identify emerging issues and understand the change in market forces. In turn, the company will use this information to ensure that the money invested in the business yields significant results. The plan will be followed to the latter to ensure that no losses occur.
Conclusion
In conclusion, Takenoko No Sato will be positioned successfully in the U.K market since the market is extensive and has a potential market. The fact that the confectionery is unique and of high quality will enable it becomes highly competitive in the market. The product will be produced according to the consumer’s demand. Promotion of the product will be conducted before its positioning to enable consumers gives their views about Takenoko No Sato. The opinions will give directions on how to improve the product and therefore ensure high customer base. The customer segment of Meiji Company enhances the success of the product in the market. It is notable that U.K is one of the countries with many academic institutions. On that note, by targeting this population, the company will have a high chance of becoming successful. Objective marketing of the product will attract many customers to be loyal to the product. This will enable Takenoko No Sato to become competitive in the U.K market and attract high profitability.
References
Japan Centre. (2017). Meiji Takenoko No Sato Chocolate Biscuits, 70 g. Available at: https://www.japancentre.com/en/products/10166-meiji-takenoko-no-sato-chocolate-biscuits, Retrieved 09/02/2018.
Japanathon. (March 6, 2017). Seasonal and special edition snacks in Japan. Takenoko no sato. Japanathon Word Press. Available at: https://japanathonblog.wordpress.com/tag/takenoko-no-sato/. Retried 09/02/2018.
Krouse, C. R. (2011). Guide to Food Buying in Japan. Tuttle Publishing.
Spacey, J. (July 03, 2015). What is Takenoko No Sato? Copyright 2002-2018 Japan Talk. All rights reserved. Available at: https://www.japan-talk.com/jt/new/takenoko-no-sato. Retried 09/02/2018.
MEIJI Holdings Co Ltd. (2017). MEIJI Holdings Co Ltd SWOT Analysis – Strengths, Weaknesses, Opportunities, Threats of MEIJI Holdings Co Ltd. Available at: https://www.swotanalysis24.com/swot-m/69812-swot-analysis-meiji-holdings-co-ltd.html. Retrieved 09/02/2018.