麦肯光明三鹿品牌发展规划Sanlu Brand Development.ppt

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1、1,Sanlu Brand Development,2,Agenda,McCann-Erickson to present category review,competitive analysis,McCann-Erickson to present identified opportunities for target cities and positioning,Open discussion,Revised outcome,3,Agenda,Ideas,Discussion,McCann,San lu,Tetra Pak,4,Contents,1.Category Review2.Com

2、petitive analysis3.Brand Audit4.Brand development5.Communication plan development6-10 Production,execution and tracking,5,1-Category Review&Analysis,Category developmentCategory definitionMarket sizeTotal Milk productionSegment value liquid milk vs.milk powderSegment value fresh vs.longlife milkSegm

3、ent value by packaging typeSeasonalityConsumer trends,6,1-Category Review&Analysis,Regional developmentKey players by regionNation-wide brand-awarenessBrand-awareness(by region)Conclusion,7,1-Category Review&Analysis,Usage profileUsage vs.non-usageFrequency of usageFrequency of usage(by city)Frequen

4、cy of usage vs.other drinksUsage by cityUsage by genderUsage by ageUsage by income(overview&by city)Drink choice criteriaLiquid milk inhibitorsPoint of purchase,8,Category Development,Only competitive within the same group,Competitive with each other,Consumers categorize drinks into five main catego

5、ries:,Category Definition,9,Category Development,The overall category for Sanlu is Nutrional BasedThe nutritional based category can be further divided into dairy based,nutritional and non-dairy based.The size of nutritional(Fe.Ovaltine)and non-dairy(soya milk and coconut milk)is relatively small,Fo

6、cus category for Sanlu is dairy-based,Category Definition,10,Category development,0,1000,2000,3000,4000,5000,6000,7000,1997,1998,Dairy2380,Dairy2722,Beverage2950,Beverage3320,+12%,+14%,Million liters,Market Size(all drinks),11,0,500,1000,1500,2000,2500,3000,96A,97A,98E,Category Development,LAD,Yoghu

7、rt drinks,Liquid Milk,Million liters,2160,2380,2722,Market Size(Dairy),12,Category Development,Source:China Statistics 1997,4200,4600,5000,5000,5300,5800,6300,600,600,600,600,800,1000,1100,0,2000,4000,6000,8000,1990,1991,1992,1993,1994,1995,1996,Others,Cows,In mio litres,10%5200,+8%5600,+0%5600,+8%6

8、100,+11%6800,+8%7400,4800,Milk Production China(90-96),13,Category Development,Exported 1%,Others 3%,Ice-cream,14%,Liquid dairy,product 20%,Skimmed milk,powder 7%,Whole milk,powder 41%,Missing 14%,Source:TPC Internal/China Statistics 1997,*Missing possibly due to-unprocessed milk being sold as stree

9、t milk;-some being manufactured but not recorded in statistics.,Total:7,400 mio litres,Milk Production China(by segment),14,Segment value liquid milk vs.milk powder,Category Development,15,Segment value fresh vs.longlife,Category Development,16,Category development,0,200,400,600,800,1000,1200,1400,1

10、600,93,94,95,96,97,Gable Top,Carton(UHT),HDPE Bottle,Glass Bottle,Plastic Pouch,Segment value by packaging type,17,Category development,Seasonality,In Summer,In Winter,CSDPackaged waterYogurtPlain/white liquid milkPowdered milk,3,2,6,17,19,11,17,18,4,10,9,7,5,10,31,26,24,14,27,15,21,15,14,14,21,32,3

11、2,32,44,1,0%,20%,40%,60%,80%,100%,Everyday,6 times a week to once a week,Once every 2 weeks,Once 3 weeks-1x 3 months,Less often,Never purchase,No seasonality for liquid milk,18,Category Development,The future dairy market is predicated to show the following characteristics:The consumption of liquid

12、milk will increase.The price of liquid milk is getting cheaper to milk powder,and is very convenient for consumption by residents of cities.The high hygienic packaging will be widely used in the dairy industry.This trend will greatly improve the packaging standard of the industry.According to a plan

13、 of China Packaging Technology Association,the proportion of high hygienic packaging will be increased to 20 per cent in the dairy industry by the year 2000.,Source:MOFTC,Consumer Trends,19,Current consumption level of dairy products in China is still low,great potential of increased consumption in

14、the coming years:The current per capita consumption of milk in China is just 5.6 lit.It is far below the international level.The average in developed world level:103 lit The average in developed countries:312 lit,Category Development,Consumer Trends,20,From Tetra Pak data it is known that milk consu

15、mption in north China is growing more rapidly than south China,Regional Development,21,Regional development,Region 1 BJ:Kraft TBAPamalat TBABright TBASan Yuan TBA,Region 3 GZ:SZ Vitasoy TBAGZ Dairy GTFlower lounge GT,Region 2 SH:Bright GT+TBASan Jao GT+Chuan Jie GT+Jun Yao Plastic,Key players by reg

16、ion(liquid milk),22,Regional development,Nation-wide brand-awareness(liquid milk),23,Regional development,Brand-awareness by region(Beijing),24,Regional development,Brand-awareness by region(Shanghai),25,Regional development,Brand-awareness by region(Guangzhou),26,Regional development,Brand-awarenes

17、s by region(Chengdu),27,Regional development,Brand-awareness by region(Tianjin),28,Regional development,Brand-awareness by region(Shenyang),29,Regional development,Brand-awareness by region(Jinan),30,Regional development,Brand-awareness by region(Nanjing),31,Regional development,Brand-awareness by r

18、egion(Wuhan),32,Regional development,Brand-awareness by region(Fuzhou),33,Regional development,Brand-awareness by region(Xian),34,Regional development,Brand-awareness by region(Kunming),35,Regional development,Brand-awareness by region(no.1 scores),36,Regional development,Strong regionalisation,no s

19、ingle brand achieves nation-wide coverage,Conclusion,Low brand-awareness for all brands in secondary cities.,37,Usage profile,China Marketing and Media Survey 1998,Milk Usage(Total 12 cities),38,Usage profile,Frequency of milk consumption,China Marketing and Media Survey 1998,39,Usage profile,15 dri

20、nks/week,5-14 drinks/week,4 drinks/week,0,10,20,30,40,Beijing,Guangzhou,Tianjin,Jinan,Wuhan,Xian,Shanghai,Chengdu,Shenyang,Nanjing,Fuzhou,Kunming,Frequency of milk consumption(by city),China Marketing and Media Survey 1998,40,Usage profile,BeijingShanghaiGuangzhouXianChengduShantou,Frequency of milk

21、 consumption vs.other beverages,41,Usage profile,Milk Usage(by city),0,10,20,30,40,50,60,Beijing,Guangzhou,Tianjin,Jinan,Wuhan,Xian,Shanghai,Chengdu,Shenyang,Nanjing,Fuzhou,Kunming,%,China Marketing and Media Survey 1998,42,Usage profile,Male,Female,0,10,20,30,40,50,60,Beijing,Guangzhou,Tianjin,Jina

22、n,Wuhan,Xian,Shanghai,Chengdu,Shenyang,Nanjing,Fuzhou,Kunming,Milk Usage(by gender by city),China Marketing and Media Survey 1998,43,Usage profile,Milk Usage(by age),China Marketing and Media Survey 1998,44,Usage profile,Milk Usage(by income),45,Usage profile,Appropriate in summer Widely available D

23、ecision before store Helps feel good about yourself With friends&family Great tasting Whole family like Well with snacks Refreshing When having fun Thirst quenching For everyday use Worth what it costsEconomic Fashionable Well with meals Not fattening No artificial colouring When doing exerciseGood

24、for health Children like No preservatives Natural ingredients Provide energy,66,39,34,27,22,29,1,80,74,74,29,69,67,32,100,78,71,69,61,58,84,83,64,63,0,20,40,60,80,100,Criteria influencing drink choice,46,Usage profile,Criteria against choice for liquid milk,INHIBITORS,High price and bland taste,47,Usage profile,Point of purchase for liquid milk,