英文版策划案Sanlu
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McCANN-ERICKSON GUANGMING
Category Development
Category Definition
Consumers categorize drinks into five main categories:
Drinks Nutritional based
Dairy-Based
Beverage 3320
Dairy 2722
+14%
Dairy : - Liquid Milk - Yoghurt drinks - Lactic Acid Drinks (Artificial)
McCANN-ERICKSON GUANGMING
Category Development
Market Size ( Dairy)
Category development
Market Size (all drinks)
Million liters
7000
6000 5000 4000 3000 2000 1000 0 1997 1998
Beverage 2950 Dairy 2380
+12%
Beverage : - Juice-based drinks - RTD Tea - Vegetable Protein drinks - Soya Bean milk - Others (exclude water & CSD)
Liquid Milk
98E
Yoghurt drinks
LAD 2722
McCANN-ERICKSON GUANGMING
1 - Category Review & Analysis
Regional development
Key players by region Nation-wide brand-awareness
Brand-awareness (by region)
McCANN-ERICKSON GUANGMING
Agenda
Ideas
Discussion
Agreed direction
McCANN-ERICKSON GUANGMING
Contents
1. 2. 3. Category Review Competitive analysis Brand Audit
The overall category for Sanlu is Nutrional Based The nutritional based category can be further divided into
dairy based, nutritional and non-dairy based.
Usage by city
Usage by gender Usage by age Usage by income (overview & by city) Drink choice criteria Liquid milk inhibitors Point of purchase
Juice
RTD
Carbonated Soft Drinks
CSD
Water / Tea
Water
Herbal Tea
Home-made
Liquid milk Yoghurt Powdered milk LAD Nutritional drinks Non-Dairy Based Soya, Coconut
Sanlu Brand Development
McCANN-ERICKSON GUANGMING
Agenda
• McCann-Erickson to present category review, competitive analysis • McCann-Erickson to present identified opportunities for target cities and positioning
The size of nutritional (Fe. Ovaltine) and non-dairy (soya
milk and coconut milk) is relatively small
Focus category for Sanlu is dairy-based
McCANN-ERICKSON GUANGMING
Dilutables
Energy Drinks
Tea
Purchased
Only competitive within the same group
Competitive with each other
McCANN-ERICKSON GUANGMING
Category Development
Category Definition
Conclusion
McCANN-ERICKSON GUANGMING
1 - Category Review & Analysis
Usage profile Usage vs. non-usage Frequency of usage Frequency of usage (by city) Frequency of usage vs. other drinks
4.
5.Βιβλιοθήκη Brand development
Communication plan development
6-10 Production, execution and tracking
McCANN-ERICKSON GUANGMING
1 - Category Review & Analysis
Category development
Category definition Market size
Total Milk production
Segment value liquid milk vs. milk powder Segment value fresh vs. longlife milk Segment value by packaging type Seasonality Consumer trends