中国牛奶市场分析

Why China?
• The dangers milk has present when produced in China… health / food safety violations by Chinese companies
• Chinese lack of trust in the quality and safety of their milk
• Similar scandal 4 years before, watered down milk resulted in 13 infant deaths from malnutrition, and 16 infants with kidney stones from the powdered milk
• Beneficial to the Chinese population’s health, strong bones, adding some components that had been missing from their diets… protein, calcium, and other nutrients your body requires to operate properly
Good time to introduce a new trusted Western milk competitor into the market, more specifically an American company.
Data Analysis
• 100 surveys were handed out to students at Qingdao University, locals at various super markets, and online surveys to the general public
• Hood is one of America’s largest and most trusted dairy operators having 15 manufacturing plants in the US
• Hood is looking to expand their markets even more… interested in introducing Hood to the Chinese market
• Founded in 1846 in Charlestown, Massachusetts by Harvey Perley Hood
• Hood is a dairy company that has expanded its New England roots and is now distributing all over the country
• World average consumption of dairy is 270 grams a day and the Asia average is 140 grams, China is averaging 42 grams leaving potential for exponential growth.
GOT MILK?
We have HOOD and China needs it
Edward Batten, Gretchen Remien, Harry Walker, Kobe Lee, Yanyuan Xu, Betty, WangCai
Trusted Brand
• For over 160 years Hood has been a name associated with fresh, quality dairy products thatHale Waihona Puke Baidutaste great.
• Large population, large market, large demand • Raised concerns about the food safety and political
corruption • Large market, large demand • Milk scandal is fresh on Chinese consumers minds...
• From the surveys we have gathered… that the majority of china’s population drinks milk They are unsatisfied with the quality of the milk in China They are open to new superior milk brands entering the market They are very concerned who where there milk comes from and who produces it.
Market Overview
• Dairy consumption in China reached 19 million tons in 2011
• Expected to surpass 25 million by 2014
• This growth would place China’s market size ahead of European dairy markets such as France and Germany
Market Overview Cont.
Why Milk?
• In 2008 there was a major milk scandal, involved milk and infant formula adulterated with melamine resulting in 300,000 sick children, 6 of which died due to malnutrition