市場(chǎng)營(yíng)銷(xiāo)案例Milktea

1、編輯課件MILK TEAAlbert Gracie KangMing Amlie編輯課件SUMMARYnIntroduction on our productnThe marketnProduct offeringnOur objectivesnMix marketingnConclusion編輯課件PRODUCT DESCRIPTIONnLaunching a new packaging for our milk teaMilk-teaMilk-teaMilk-OriginalMilk tea bag編輯課件Original product problemsnFeedback of the

2、customersqFake productsqStraw problemqInconvenientqLack of promotion編輯課件NEW PRODUCT DESCRIPTIONnCoconut not pearl grainnMixernLittle, convenient bag nBeautiful designnVary pattern seriesnLong expirynLow cost to produce編輯課件MARKET ENVIRONMENTnChina is a market with a high potential growthnNo barrier a

3、t the entry: low technologynCompetitors: BefengTang Chain Store, Nestle, Moca, Lipton編輯課件CompetitionHurdlesBreakCompany編輯課件MARKET SEGMENTnAge: (67,4% of the population)nMen or women :womennOccupation: students, office staffsnEducation: secondary education (218M.)編輯課件PRODUCT OFFERINGnValue propositio

4、n:“The mix of the rich creamy foam and aromatic tea taste give the customer an enjoyable experience. To share alone or with family, friends and colleagues”編輯課件PRODUCT OFFERINGnWhen : Anytime they wantnWhere: university, office, supermarket, snack shop, fast foodnWhat do we offer more compared to our

5、 competitors?a more convenient packaging more tasty product編輯課件MARKET OBJECTIVESnPotential market: 885 millions people (67,40%)nThe consumption per week :Time/week% of interviewed peopleConsumption / person (million)324%637,2222%389,4120%177TOTAL1203,6編輯課件MARKET OBJECTIVESnOur potential sales on six

6、 month: 28*(1203,6/10) = 3370,08 million units (10 bags/unit)nTake into account other data: income disparities, rural vs urban areasnOur sales objective: 60% of our potential market3370,08 *60% = 2022 million units編輯課件MARKETING MIXCustomer needsProductPricePromotionPlacement編輯課件PRODUCTnProduct descr

7、iption : Milk-tea bag nPackage: 15g/10bags nsame or different taste put into one packagenPackage included mixernTaste: Original taste Strawberry Dasheen Chocolate Coffee編輯課件PRODUCTnTop 6 sales pointsnTasty nDeliciousnRefresh & awaken nFashion & trendynHealthynBeautiful & makeup編輯課件PRODUC

8、TnAfter-sale service: setting up of a hot-line for our customer nThe number of our hot-line on all our productnA non-satisfaction guaranteenEfficient internet website編輯課件PRICEnStrategy nApproachnProducts with pricingnGratis: Mixer編輯課件Price / Quality strategyQuality Price HighMediumLowHighPremium str

9、ategyHigh-value strategySuperb-value strategyMediumOvercharging strategyMedium-value strategyGood-value strategyLowRip-off strategyFalse-economy strategyEconomy strategy編輯課件High-value StrategynDo you think drinking a cup of milk-tea is healthy?ItemNumberPercentageIllustrationhelpful1731%harmful1324%

10、no idea2545%編輯課件Internal Factor: CostCost of managementCost of productionCost of salesLabor cost+ overheadProduct cost+ Package cost+ Mixer costNew productPromotionPrice = Variable costOriginal unit Total cost of production = A; (cup, plastic bag, straw, milk-tea powder, pulp) Unit total cost=1RMB*

11、10 cups = 10 RMB (cost of management, cost of sales)New unit total cost of production = B; (plastic bag, mixer, milk-tea powder) Unit total cost = 0.8 * 10bags / box = 8RMB (cost of management, cost of sales)New product cost added = b (cost of management) ; other costs are less than original product

12、 The fixed cost has been covered by producing original product編輯課件External FactorsCompetitionMarketDemandOthersComplete competitionPrice elasticityPolicy and regulationPrice of competitors編輯課件External factor: DemandnPrice elasticity : Total Expenditure Effect編輯課件Price - approachnMix elements on pric

13、e Competition-oriented Nestle: 11.5RMB/10bagsMoca: 10.8RMB/10bagsLipton: 11RMB/10bags Cost-orientedPrice = unit cost * (1+gross profit) = 0.8RMB*(1+36.5%)=1.092RMB編輯課件Price - ResultsnCompare with competitorAverage price(10bags): (11+11.5+10.8)/3=11.1RMBnCost oriented10bags: 1.092*10=10.92RMB編輯課件Pric

14、ingnPrice : 10.99 RMBnForecasted sales10.99 * 2022 = 22221,78 million RMBAverage price of competitorsCost oriented編輯課件DISTRIBUTIONnIntensive distribution in domestic marketnPay attention to grocery and supermarket Beijing Shanghai 0 6 12 18 (month) Other city domestic 編輯課件nReasons for intensive dist

15、ribution strategyqMore retailer, more market shareqThe character of productionbig quantity, convenient, high-frequencyqQuickly developmentqNear to customersnDisadvantagesqDifficult to control dealers (grocery)qHigh cost then low compete powerDISTRIBUTION編輯課件DISTRIBUTIONnAnswers in a questionnaire編輯課

16、件DISTRIBUTIONVending machinesupermarketWere here!SuppliersCustomersgrocerywholesalersChannels編輯課件PartnersDealersManufacturerSuppliersCustomersDISTRIBUTIONMain customers information; Main market information;More powerful to third-role.Relationships編輯課件PROMOTIONnObjective: penetrate the market rapidly

17、nTarget: 15-59 with a focus on the womennStrategy: nSales promotionnadvertising 編輯課件Sales promotionnVery important in our penetration strategynA mix of techniques:qReductionqRebatesqCouponingqLoyal Reward ProgramqOne free milk tea bag on our existing product編輯課件AdvertisingnAn appropriate and relevan

18、t means of communicationnWhat we want to promote:qthe taste of our product qthe moment of pleasure that our product give to the consumer qthe advantages of drinking tea 編輯課件Advertising : channelsnPosternTelevision commercialnMagazinesnInternet編輯課件Advertising : channelsnOur previous commercial編輯課件Others means of communicationnGamesnPublic relation: bring financial support to non-governmental organizationEx: help to rural area where