Chapter 4
White-paper-Ingredients_ENGLISH_WEB.pdf (foodnationdenmark.com)
Food ingredients are used to meet consumer expectations for convenience, appearance, taste,
texture and nutritional properties, for example, or as processing aids in production.
STP Strategic approach for Thai market
Perceptual map for Food Ingredient Industry in Thailand
Positioning: Denmark’s food ingredients products.
High
Perceived Price
Value
Premiu
m
Lo
w
Perceived Quality with
Sustainability
ข้อมูลเพิ่มเติมนะคะ เผือนำไปใช้ เป็นข้อมูลที่เตรียมๆไว้ แต่ทำไม่ทัน
THE CHALLENGE
Food processing Manufactures lens..
Processed Food Consumer lens…
Based on …. Survey …. Pain point unsolved
OPPORTUNITY
Unique selling points
International recognition of core Danish strengths:
- Reliable partner
- The link between quality and food safety
- Sustainability beyond environmental impact
- Organic gains momentum
- Value for money justifies price
- Collaboration and sharing of research knowledge and data
Food_Nation_Insight_Report_2020_web.pdf (foodnationdenmark.com)
THE TARGET GROUP
Small-medium - Larage sized manufacturers, Food processing manufacturers in in Thailand
Target Profile:
Brand Manager, R&D Managers, Quality Assurance Manager, Purchasing department, Sourcing
Manager, Sales Manager, Marketing Manager, Senior Management.
The target group’s key care-about: the ability to differentiate themselves in a very saturated
and dominated category, also answering consumer needs & pain- points.
CHANNELS
Digital Marketing Sales
Content on consumer insights on Innovative Ingredient towards sustainable food Campaign in
Thailand
Owned: Website, developing content that would be shared (preferable in Thai language).
LinkedIn:
- LinkedIn supports Thai ads
- Tried approach those white collars through LinkedIn inbox is more effective than boost
newsfeed ads
Facebook: Lead generation ads by using ebook / whitepaper
Email: Use email marketing (EDI) in order to reach out to white collars or those who making
decision in the company
Other Channels: Of reaching the potential Target customers
Using industry expert or KOL is also one of the options for digital marketing communications.
More than 70% of Thais who have purchased a product endorsed by an influencer, even when
it comes to B2B purchasing
Industry Expert in Food ingredients
• Food Intelligence Center (fic.nfi.or.th) knowledge data bank and sector data bank under
The National Food Institute, Ministry of Industry
• Food Science and Technology Association of Thailand (foster.org) Independent, non-
profit organization in enhancing food science and technology profession for sustainable
development of food industry
• FoodInnopolis (foodinnopolis.or.th) Thailand’s most influential food innovation platform
• TFPA - Thai Food Processors’ Association (thaifood.org) promote and develop the
establishments and processed food, provide scientific assistant in support of member
needs
• Food Innovation Cluster (sciencepark.or.th/index.php/food-innovation-cluster) research
unit under Thailand’s Science Park
• Food Network Solution (foodnetworksolution.com) system/innovation integrator
(expert/influencer in Food Ingredients)
• Food Focus Magazine (foodfocusthailand.com) industry-focused platform for Food and
Beverage Industry
• Asia Food Beverage Thailand (asiafoodbeverage.com) an industrial magazine published
by Thai Trade & Industry Media
Chapter 5
ใส่ขั้นตอนการนำเข้าค่ะ food additive ดู link เป็นแนวทาง
https://ec.europa.eu/chafea/agri/sites/default/files/meh-handbook-thailand-2020_en.pdf
Chapter 6 financial
กำลังทำอยู่นะคะ ใกล้เสร็จแล้ว จะส่งไปให้ค่ะ
จะนำเสนอวิเคราะห์ให้เห็นว่าโครงการนี้ควรลงทุนไหม Project Feasibility ดูตัวชี้วัด
พื้นฐาน NPV IRR Payback Period โดยการนำเสนอแบ่งเป็น 2 scenarios
1. บริษัทผู้ผลิต Food Ingredients จากเดนมาร์ก ที่ขายสินค้า ให้แก่ Food Ingredients
Distributor ในไทย หรือ ขายสินค้าให้แก่ Food Processor รายใหญ่ๆที่มีการนำเข้า
สินค้าเอง
2. บริษัทผู้ผลิต Food Ingredients จากเดนมาร์ก เปิด representative office ในไทย นำ
เข้าสินค้าเอง และขายสินค้าให้แก่ Food Processor โดยตรง
ข้อมูลเพิ่มเติมค่ะ เผื่อนำไปใช้ประกอบในบทอื่นๆ
KEY DRIVERS TO ADOPT NEW FOOD INGREDIENTS
Effective in solving problems or improving their products
A new ingredient that successfully solves an existing problem in the manufacturing process or
transforms their products into their preferred concept, for example, a coconut milk producer is
looking for new natural stabilizers or other additives suitable for coconut milk applications to
help solve chunky coconut milk, or a bakery and pastries ingredients is looking for a stabilizer
for chocolate applications that would make the chocolate texture more stable and not sticky.
Ingredients or additives that serve a market trend
As the market trend is requiring a natural ingredient without an E number (artificial additive),
demand for a novel ingredient that could address this would come from the industry.
Additionally, an alternate ingredient that might be substituted for and meet their export
customer's desire for no or low MSG was identified. Additionally, ingredients that assist
businesses in adhering to government regulations, such as the adoption of the sugar tax, by
supplying alternative sweeteners that are applicable to their applications would be critical in
convincing them to test the suppliers' new products.
Marketing support and market trend knowledge
Suppliers must provide information and support regarding ingredients, including recipes,
analysis certification, and assurance of safety. The display of market trends and an explanation
of how they apply to their products would motivate food companies to invest in new
ingredients from new suppliers. The company should have several means to contact and
connect with them swiftly if they encounter difficulties while experimenting with new
ingredients in their application, as they may do so several times. And vendors must be able to
assist them in resolving their issue in order for it to operate in their formula and application.
This is a critical trigger for new substances or additives to enter the market successfully.
Training
As each food company varies in their products, applications, and formulars, the suppliers must
be capable of providing training on how their ingredients are used to address specific
consumer concerns. The supplier should educate users on the most efficient methods of
product use. Moreover, suppliers who are capable of bringing a customer's fresh items and
concepts to work out will win the market
