市场营销案例(Milk-tea)ppt课件

.,MILKTEA,AlbertGracieKangMingAmlie,.,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,fastfoodWhatdoweoffermorecomparedtoourcompetitors?amoreconvenientpackagingmoretastyproduct,.,MARKETOBJECTIVES,Potentialmarket:885millionspeople(67,40%)Theconsumptionperweek:,.,MARKETOBJECTIVES,Ourpotentialsalesonsixmonth:28*(1203,6/10)=3370,08millionunits(10bags/unit)Takeintoaccountotherdata:incomedisparities,ruralvsurbanareasOursalesobjective:60%ofourpotentialmarket3370,08*60%=2022millionunits,.,MARKETINGMIX,Customerneeds,Product,Price,Promotion,Placement,.,PRODUCT,Productdescription:Milk-teabagPackage:15g/10bagssameordifferenttasteputintoonepackagePackageincludedmixerTaste:OriginaltasteStrawberryDasheenChocolateCoffee,.,PRODUCT,Top6salespointsTastyDeliciousRefresh(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:TotalExpenditureEffect,.,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,Werehere!,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:,.,CONCLU