PRODUCT STRATEGY

PRODUCT LINES & LOGO

Oishi Group, there are many product lines that this company do such as restaurant, coffee, orange juice, and green tea.  Green tea is a one of product lines of this company and that is line that I focus on.

Example of Oishi Product Lines

This is a “Oishi’s Logo”. There is a Japanese letter in center of the logo in the red background. The word “Oishi” surely is Japanese word that’s mean “delicious”; that is a good name to be a brand name of the product or company. That can be a promise of brand to show to the customer that the products of this brand are surely delicious.

TARGET GROUP

The target group of Oishi Green Tea is people around 17-25 ages. The customer of Oishi Green Tea can be both men and women, and can be everyone who is like to drink green tea or some beverage that is good for health. Green Tea always is the first choice of healthy beverage for lots of people, and “Oishi Green Tea” is the first best choice for those. 

   

BRANDING

Branding of Oishi

POSITIONING

For Oishi brand, there are many things that can be the positioning of this brand such as good quality, good for health, or healthy and natural ingredients. Those can be brand positioning of Oishi brand as well. However, if we look and think about slogan of Oishi Green Tea that is “The Real Sensation of Japanese Green Tea” I think the positioning of Oishi Green Tea are sensation and quality of it. The slogan of Oishi Green Tea, in Thai, its mean “the best green tea comes from Japan”.

The positioning of the products of Oishi mostly are quality, sensation, and health.

SUCCESSFUL FACTORS of OISHI

Those are some example of successful factors of Oishi

FIRST LOCALLY-PRODUCE READY-TO-DRINK BOTTLED GREEN TEA BEVERAGE

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  Oishi is the first locally brand that produce in Thailand by Thai, and the owner is Thai as well.

HEALTH

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  As everyone know that green tea is good beverage for health, there are lots of benefits that we get from green tea such as reduces the risk of esophageal cancer, and Stabilizes your cholesterol levels.

GOOD QUALITY

• All of offering such as green tea is made with healthy and natural ingredients. Green tea beverage made with good quality green tea leafs; surely that’s not just green tea but all products.

BRAND VALUES 

The Oishi brand is known by customers throughout Thailand for high quality, healthy and innovative natural ingredients used in the Japanese dishes they order. This brand profile ensures that the Oishi Group strives to maintain the highest possible standards in both its production operations and in each restaurant and food outlet.

MORE INFORMATION ABOUT OISHI GREEN TEA

• Sales of green tea now account for 50 percent of total Oishi Group sales
•  Oishi Green Tea uses fructose instead of sugar as a sweetener, which the body can digest quickly and more easily
•   Oishi Green Tea is the first brand of green tea bottled in Thailand

( http://www.superbrands.com/th/pdfs/vol1/Oishi_TH1 )