莫斯利安市场营销案例分析

Guangming Mosley Ann yogurt Case Group New Tide Group Team members 郑莉云郑莉云 黄益娜黄益娜 林益浩林益浩 黄子懿黄子懿 危梦婷危梦婷 Class 80785 ContentContent IntroductionIntroduction ofof MosleyMosley AnnAnn YogurtYogurt 1 1 BackgroundBackground 2 2 BriefBrief ProductProduct outlineoutline 3 3 SaleSale ofof MosleyMosley AnnAnn YogurtYogurt 3 IssuesIssues ofof MosleyMosley AnnAnn yogurtyogurt 4 MarketingMarketing issuesissues ofof DairyDairy productproduct in in ChinaChina 5 MainMain marketingmarketing issuesissues ofof MosleyMosley AnnAnn YogurtYogurt SolutionSolution ProposalProposal 4 MarketingMarketing PlanPlan 4 ContingencyContingency planplan 4 ConclusionConclusion 4 Issues of Mosley Ann yogurt 一 一 Marketing issues of Dairy product in China Competition Situation in China s dairy industry 1 In 2011 China s dairy industry ushered in a massive reorganization of the retrial storm Internal review of the dairy drew a total of 1 176 companies 643 of which are difficult through a retrial and the rest 400 companies are fail to pass Most of these enterprises are not approved regional based dairy enterprises through the industry wide consolidation the majority of small dairy enterprises will experience a period of adjustment The capital huge large dairy enterprises are relying on its own strength to carry out a series of powerful annexation and expansion activities to make itself competitive with the more powerful Finally the main resources of China s dairy industry and major competition Force will be the monopoly of a few representative companies Figure 2 9 2013 China s dairy business sales accounted for 2 foreign brands have invaded Our dairy market is a huge cake many foreign brands have a share in Kay longingly October 2013 announced its withdrawal from the Chinese market Meiji milk but by November 2013 Japan s Meiji MilkIt has released the news that you want to enter the Chinese market low milk and yogurt Products on December 1 onwards in the East China to district began listing Sources indicate Meiji Dairies as early as three years ago began planning for the new products to market East and South China is the country s main domestic brands of liquid milk sales to but recent years China domestic brands are gradually reduce the market share in these regions Correcting the reason we find it some loss of market share mainly occupied by foreign brands they took a fancy to our growing domestic high demand for dairy products Since the Meiji invest and build factories in the country entered the Chinese liquid milk market new Zealand countryside Angaur Germany Dea Oldenburger France rand Gold and other products have entered the countryM market and sell and online beginning in some major cities 3 Product homogeneity Due to the technological level of China s dairy business is not very advanced serious product homogeneity between enterprises imitate each other the lack of innovation For example Regina launched QQ Star Mengniu immediately followed by the launch future stars Mengniu Erie immediately follow the listed Golden like 4 The price war Due to the lack of difference between the products the price war has become the main means of competition large companies headed price war intensified However with the rise in raw material and other costs the price war among enterprises directly lead to a decline in corporate profits 5 sales channel single Most companies stick to the original path of modern and traditional path however into the years with the super continues rise in various costs modern path for manufacturers had no profit at all Nevertheless most of the companies still attach importance to the development of new channels electricity supplier especially drainage convenience stores and the like The promotion means a lack of innovation Basically all of the vendors for any category will use price promotions particularly liquid milk even if the end product is not a price promotions but also the use of bundling or gifts and other variations with prices the way There is Duitou display Purchasing Guide Available free tastings and other forms Unable to see past the impressive themed events such as the Queen s Teletubbies Mengniu Experience Nature Tour Major brands in terms of promotions seems to have no good idea Main marketing issues of Mosley Ann yogurt 1 A single product structure In 2009 since the first paragraph 110m1 packaging products to market Mosley only added a 200m1 diamond equipment products Mosley is also relying on these two specifications two flavors plain strawberry Popular in the country But then Mosley has not increased project to other products Until today nothing has changed Mosley the single product structure is an indisputable fact Objectively speaking Mosley the packaging the image is very personality and classic However regardless of what products will handle every day is boring Moreover in today s society novelty and strange seeking special packaging Mosley Marketing Case Studies bright challenge Mosley Marketing success or failure analysis and face And the change has become the people especially young people to pursue Design more pleasing image As well as a more reasonable package it will stimulate consumer desire to buy a certain extent Furthermore in terms of taste Mosley has been to the tomb of flavor In today s market the traditional and grass Ge flavor products everywhere Many consumers seem already tired of these two flavors 2 overpriced We currently on the market price of the mainstream yogurt and Mosley compared to the Henan market For example Mosley 200 g of product terminal retail price is generally 5 5 yuan box bigger than regular yogurt A premium of approximately 40 Although the Mosley targeting high end market but the high prices will not only not on the high end Positioning promote the role but would Mosley brand damage because many consumers will recognize the actual price exceeds the actual value Research for Mosley price is too high 3 Lack of control force channels For the dairy industry or for fast moving consumer goods industry the control channel usually contains two links a dealer a retail terminal These two key links connecting manufacturers and consumers And is a carrier of enterprise products and services Therefore the channel master the stronger the more means manufacturers Sales ability is stronger the channel is king is the truth Control of the channel manufacturers generally have five means respectively interest vision brands services terminal The past two years Mosley on the channel control of the main advantage of the two instruments namely brand master And interest grasp For example the brand promotion to the dealer spreads remain higher price system And this two approaches appear to have a role in the short term but the lack of long term vitality With the Mosley sink and a substantial increase in the terminal network of sales channels manufacturers to distributors and terminal services significant development lags behind And this lag of service and management level directly affect customers Mosley goods Passion and loyalty cards 4 Crisis PR consciousness brand damage Due to over reliance on asset light strategy ignoring the internal management in 2005 GUANGMING Dairy has gone through a number of subsidiaries such as 回炉奶 and 早产奶 accidents After the two accidents were revealsd business leaders did not come forward to clarify the facts but avoid the media keep the silence So GUANGMING could not keep a good public relations resulting in a bright image in the minds of consumers greatly reduced 5 Slogan has no features and has a small brand marketing effort GUANGMING s slogan is 百分百好牛产百分百好奶 新鲜每一天 我家的 乳 品专家 It seems to highlight the characteristics of the brand the product but it is no any meaningful to Innovation So consumer acceptance is not high Moss Lee the rapid growth so that we wait and see but also to make some strong dairy prices 三三 Faced with other brands of siege Industry trying to follow Many companies believe that normal yogurt category has good prospects as technology packaging After the bacteria and other issues successfully resolved Mengniu Jun Lok Po Dairy Queen s Erie also have launched sincetheir own yogurt at room temperature so that the room temperature yogurt market fundamentally not only the Mosley a brand Mengniu yogurt at room temperature pure Zhen is a use of six diamond composite packaging technology without any additives The stirred yogurt which uses imported from Denmark bacteria fermentation and can be stored at room temperature 150 days As a high end product pure Zhen the main consumer target is the urban middle and upper income white collar workers represented by Into groups but also suitable for use as gifts and household consumption 2013 autumn s first Dairy Queen s added water at room temperature milk yogurt Mola Fei Seoul Alcohol support available According to reports the nutritional value of milk the water is much higher than Holstein because of buffalo milk more dry matter and protein rich especially buffalo milk is rich in calcium iron zinc vitamin A ammonia acid and other elements to keep the youth has a good effect the body more easily absorb water vitamins and milk trace elements Dairy Queen s China s largest buffalo milk production and processing base the main selling alcohol raised new the point is that no fridge yogurt stomach discomfort This is a stirring buffalo yogurt products mining By heat pasteurization then the use of advanced equipment to conduct special sealing buffalo yogurt to product 四四 Production capacity According to Bright Dairy released sales data show that 203 years light Mosley sales reached 32 billion But the real market demand is much larger than this After Hubei Anhui and other provinces through major cities distributors and market terminal visits we found that Mosley intermittentl