麦肯光明-三鹿品牌发展规划SanluBrandDevelopment详解.PPT

Sanlu Brand Development Agenda Agenda 1 - Category Review Analysis Category Development Category Development The overall category for Sanlu is Nutrional Based The 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 Category development Category Development  Category Development  Category Development  Segment value liquid milk vs. milk powder Segment value fresh vs. longlife Category development  Category development Category Development Category Development Regional Development Regional development Regional development  Regional development Regional development Regional development Regional development Regional development Regional development Regional development Regional development Regional development Regional development Regional development Regional development Regional development Usage profile  Usage profile Usage profile Usage profile  Usage profile Usage profile Usage profile Usage profile Usage profile  Usage profile Usage profile Brand-awareness by region (Fuzhou) Brand-awareness by region (Xian) Brand-awareness by region (Kunming) Regional development Brand-awareness by region (no. 1 scores) Strong regionalisation, no single brand achieves nation-wide coverage Conclusion Low brand-awareness for all brands in secondary cities. China Marketing and Media Survey 1998 Milk Usage (Total 12 cities) Frequency of milk consumption China Marketing and Media Survey 1998 15 drinks / 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 Beijing Shanghai Guangzhou Xian Chengdu Shantou Tap water Freshly brewed tea CSD Plain/white liquid milk Beer Yogurt Powdered milk 82 53 47 29 24 22 14 60 46 67 64 23 24 16 87 4