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
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