市场营销案例Milkteappt课件.ppt

MILKTEA AlbertGracieKangMingAm lie SUMMARY IntroductiononourproductThemarketProductofferingOurobjectivesMixmarketingConclusion PRODUCTDESCRIPTION Launchinganewpackagingforourmilktea Original Milkteabag Originalproductproblems FeedbackofthecustomersFakeproductsStrawproblemInconvenientLackofpromotion NEWPRODUCTDESCRIPTION CoconutnotpearlgrainMixerLittle convenientbagBeautifuldesignVarypatternseriesLongexpiryLowcosttoproduce MARKETENVIRONMENT ChinaisamarketwithahighpotentialgrowthNobarrierattheentry lowtechnologyCompetitors BefengTangChainStore Nestle Moca Lipton Competition Hurdles Break Company MARKETSEGMENT Age 15 59 67 4 ofthepopulation Menorwomen womenOccupation students officestaffsEducation secondaryeducation 218M PRODUCTOFFERING Valueproposition Themixoftherichcreamyfoamandaromaticteatastegivethecustomeranenjoyableexperience Tosharealoneorwithfamily friendsandcolleagues PRODUCTOFFERING When AnytimetheywantWhere university office supermarket snackshop fastfood Whatdoweoffermorecomparedtoourcompetitors amoreconvenientpackagingmoretastyproduct MARKETOBJECTIVES Potentialmarket 885millionspeople 67 40 Theconsumptionperweek MARKETOBJECTIVES Ourpotentialsalesonsixmonth 28 1203 6 10 3370 08millionunits 10bags unit Takeintoaccountotherdata incomedisparities ruralvsurbanareas Oursalesobjective 60 ofourpotentialmarket3370 08 60 2022millionunits MARKETINGMIX Customerneeds Product Price Promotion Placement PRODUCT Productdescription Milk teabagPackage 15g 10bagssameordifferenttasteputintoonepackagePackageincludedmixerTaste OriginaltasteStrawberryDasheenChocolateCoffee PRODUCT Top6salespointsTastyDeliciousRefresh awakenFashion trendyHealthyBeautiful makeup PRODUCT After saleservice settingupofahot lineforourcustomerThenumberofourhot lineonallourproductAnon satisfactionguaranteeEfficientinternetwebsite PRICE StrategyApproachProductswithpricingGratis Mixer Price Qualitystrategy High valueStrategy Doyouthinkdrinkingacupofmilk teaishealthy ItemNumberPercentageIllustrationhelpful1731 harmful1324 noidea2545 InternalFactor Cost Costofmanagement Costofproduction Costofsales Laborcost overhead Productcost Packagecost Mixercost NewproductPromotion Price Variablecost OriginalunitTotalcostofproduction A cup plasticbag straw milk teapowder pulp Unittotalcost 1RMB 10cups 10RMB costofmanagement costofsales Newunittotalcostofproduction B plasticbag mixer milk teapowder Unittotalcost 0 8 10bags box 8RMB costofmanagement costofsales Newproductcostadded b costofmanagement othercostsarelessthanoriginalproductThefixedcosthasbeencoveredbyproducingoriginalproduct ExternalFactors Completecompetition Priceelasticity Policyandregulation Priceofcompetitors Externalfactor Demand Priceelasticity Total ExpenditureEffect Price approach MixelementsonpriceCompetition orientedNestle 11 5RMB 10bagsMoca 10 8RMB 10bagsLipton 11RMB 10bagsCost orientedPrice unitcost 1 grossprofit 0 8RMB 1 36 5 1 092RMB Price Results ComparewithcompetitorAverageprice 10bags 11 11 5 10 8 3 11 1RMBCostoriented10bags 1 092 10 10 92RMB Pricing Price 10 99RMBForecastedsales10 99 2022 22221 78millionRMB Averagepriceofcompetitors Costoriented DISTRIBUTION IntensivedistributionindomesticmarketPayattentiontogroceryandsupermarket ReasonsforintensivedistributionstrategyMoreretailer moremarketshareThecharacterofproductionbigquantity convenient high frequencyQuicklydevelopmentNeartocustomersDisadvantagesDifficulttocontroldealers grocery Highcostthenlowcompetepower DISTRIBUTION DISTRIBUTION Answersinaquestionnaire DISTRIBUTION Vendingmachine supermarket We rehere Suppliers Customers grocery Channels Partners Dealers Manufacturer Suppliers Customers DISTRIBUTION Maincustomersinformation Mainmarketinformation Morepowerfultothird role Relationships PROMOTION Objective penetratethemarketrapidlyTarget 15 59withafocusonthewomenStrategy Salespromotionadvertising Salespromotion VeryimportantinourpenetrationstrategyAmixoftechniques ReductionRebatesCouponingLoyalRewardProgramOnefreemilkteabagonourexistingproduct Advertising AnappropriateandrelevantmeansofcommunicationWhatwewanttopromote thetasteofourproductthemomentofpleasurethatourproductgivetotheconsumertheadvantagesofdrinkingtea Advertising channels PosterTelevisioncommercialMagazinesInternet Advertising channels Ourpreviouscommercial Othersmeansofcommunication GamesPublicrelation bringfinancialsupporttonon governmentalorganizationEx helptoruralareawhereteaisproducedWebsite Communicationbudget 10 ofourforecastedsales22221 78 10 2222 20millionsRMBThebudgetwillbedividedasfollows CONCLUSION ConvenientandtastyPenetrationstrategythroughdistributionandcommunicationSalesforecast 2022millionunitsProfit 22221 78millionRMB Bibliograph