Following a visually stunning and highly informative ‘death by Powerpoint’ presentation at the Whottsup Beaches Resort and Conference Centre on Monday, Tsuta Ramen of Japan has offered to purchase Tsuta Sake.
The deal, subject to OIO approval, will see the founder of Tsuta Sake, Bo Andrews, walk away with a large sum of money. Asked for comment, Bo told us that he was at first reluctant to sell, but when offered the incentives of an extra $10 and a jar of M&M’s it was a deal just too good to refuse. He also mentioned that he is now living the New Zealand dream of building up a company and having it being bought out by overseas interests.
Although a sad day for sake in New Zealand, the purchase will allow Japanese dictionary publishers to redefine the word Tsuta as ‘ivy’ and pave the way for a new culinary delight of sake infused ramen.
Thankful that he will never have to do a sake presentation again, Bo Andrew’s will now concentrate on building up his next ventures; selling flour in a can for the lazy man and making beaches safer again by eradicating pesky crabs.
Tsuta Sake has recently completed its first year of operation and is well on the way to producing high quality still and sparkling sake. There is much excitement about this new product and how it has burst onto the scene seemingly from out of thin air. People are intrigued by sake, they want to know what it is, whether it can actually be used in two-stroke lawnmowers and more importantly, how Tsuta Sake has achieved success in such a short period of time.
The founder of Tsuta Sake has been forced by his bank managers to give a short presentation to any AD511 student who is interested in learning about sake brewing in New Zealand and the promotional activities of our nation’s hottest fictitious upstart.
Unfortunately, there will be no taste testing at the presentation, but there will be a large bag of rice, some colour pictures and quite possibly an empty bottle on display. So come along. You know where. You know when.
Zenkuro Sake and Appleby Farms are two New Zealand companies which either produce an identical product or operate with a similar point of difference to my fictitious start-up, Tsuta Sake (see previous blog for more info). Both companies are new to the market, selling their product for less than five years.
Zenkuro Sake is the only commercial
sake brewery in New Zealand and is based in Queenstown. It markets itself as
using only the finest water from the Southern Alps and the finest polished sake
rice. Zenkuro Sake is currently available in New Zealand, London and Japan.
Zenkuro’s website http://zenkuro.co.nz/ is the main portal for communication. The site is in English and Japanese. It contains plenty of information about the company and their range of sake products and you are even able to purchase products through their online shop attached to the site. Links to promotional articles and other websites that consumers may find of interest are active.
Both Instagram and Facebook have images of new product, attendance at markets, announcements of any promotional material and are filled with positivity.
Zenkuro operate a Twitter account https://twitter.com/zenkurosake, however it has not gained much of a
following. It appears to have more Japanese content on it and perhaps is used
as the main social media channel for the Japanese followers as Twitter is a
popular platform there.
Outside of social media, Zenkuro Sake:
Offer a digital newsletter
available to email subscribers
Drive around in a
Attend food shows and
Provide taste testing
Have been featured on radio and television and in magazines and newspapers
Sell merchandise such
as soap, created from the by-product of rice fermentation.
Their communication strategies would
indicate that their target audience are older, slightly more affluent,
civilised drinkers with a penchant for travel and quality. The platforms used
are ideal for their target market and offer a good reach.
Appleby Farms is a Nelson based ice cream manufacturer. It was founded by four local families including two dairy farmers. Appleby Farms operate with a cow to cone philosophy. They own their farms, use their own milk supply (A2 variety- a unique selling point on its own) and are involved in every aspect of the supply chain.
Their website http://applebyfarms.co.nz/ emphasises their cow to cone
philosophy. It is loaded with photos and information about their products. You
cannot purchase from their site, but can contact them and access their social
An Instagram page www.instagram.com/applebyfarmsicecream/appears to be used more for promotional photos. There are similar numbers of followers for both Facebook and Instagram. Appleby facilitate interaction, encouraging consumer generated feedback on their social media
Outside of social media, Appleby Farms appear to be very active, promoting their business through:
Supporting local community ventures such
as the Brook Waimarama Sanctuary.
Attending fairs, selling their ice cream
in carts and caravans.
Engaging with customers in the
Painting the exterior of several
cafes with their branding.
Working with food bloggers and
placing paid content in publications like Wild Tomato.
Employing a marketing company ‘phd3’
to be in charge of their brand, packaging, illustration, storytelling and
creative direction https://phd3.co.nz/appleby-farms
Ice cream is universally loved, but the market is saturated. Appleby farms currently produce a premium product offering a range of unique flavours for the domestic consumer. Their communication strategies help connect them with the wider community and share content which is relevant to the audience. Appleby ice cream appeals as a delicious treat, aimed at lovers of fine food and people willing to pay slightly more for all the ingredients being sourced locally.
From this comparative research there are several effective approaches I can take into consideration when promoting my big idea. They are as follows:
1. Take as much time as you need
upfront to plan well. Do your market research and make sure you have some
competitive advantage that you can sell.
2. Creating a presence in the
community is important. Word of mouth is powerful.
3. Maintain a social media presence
and respond to comments promptly. For a business concept like Tsuta Sake,
operating a Facebook and Instagram page will initially suffice, eventually
opening a Twitter feed for the Japanese market when the time comes for
expansion. An informative and attractive website is essential.
4. Maintain a good image. Use a marketing
company to steer the direction of brand/ packaging and creative direction while
you focus on producing the product and running the business.