醬油基礎(chǔ)知識(shí)-中國(guó)醬油市場(chǎng)分析

1、Soy Sauce Learning醬油根底知識(shí)Content 內(nèi)容Market Size and Segment 市場(chǎng)規(guī)模和細(xì)分Soy Sauce Market Size 醬油市場(chǎng)規(guī)模Soy Sauce Segment and Trend 醬油品類(lèi)細(xì)分和趨勢(shì)Consumer Consumption and Habit 消費(fèi)者消費(fèi)習(xí)慣Purchase behavior 購(gòu)買(mǎi)行為Cooking Habit and Attitude 烹調(diào)習(xí)慣和態(tài)度 Brand Competition and Image 品牌籠統(tǒng)和競(jìng)爭(zhēng)Market Share of Brands 品牌市場(chǎng)份額Brand aware

2、ness and Image 品牌知名度和佳譽(yù)度 Key driver for overall liking ( sensory) 驅(qū)動(dòng)喜好的主要要素(感官的)Market Size and Segment市場(chǎng)規(guī)模和細(xì)分MKT Size & Consumption市場(chǎng)規(guī)模和消費(fèi)年市場(chǎng)份額年人均消費(fèi) 調(diào)味品中最大的品類(lèi)，浸透率達(dá)97% 上海以其眾多的人口和成熟的餐飲業(yè)而成為最大的市場(chǎng) 北京每年消費(fèi)醬油量最多，而廣州的人均破費(fèi)最高。Soy Sauce MKT Structure 醬油市場(chǎng)構(gòu)造消費(fèi)量消費(fèi)金額平均價(jià)錢(qián)(元/升) 廣州 北京 上海生抽 5.9 7.4 5.9老抽 6.3 7.9 6.1醬

3、油 10.0 3.6 3.4風(fēng)味 11.8 6.1 6.6 廣州以生抽為主 上海仍以普通醬油為主，但逐漸轉(zhuǎn)向生抽和老抽市場(chǎng) 北京也以普通醬油為主，估計(jì)也將和上海一樣，逐漸轉(zhuǎn)向生抽和老抽市場(chǎng)Segmentation of Soy Sauce 醬油市場(chǎng)細(xì)分 消費(fèi)者給出的快速細(xì)分:Guangzhou 廣州生抽, 老抽 & “蘸的(Sheng chou, lao chou & dipping) 北京Sheng chou, lao chou & ordinary jiang you 生抽，老抽，醬油 Cooking & dipping/ mixing 燒菜的，蘸的/涼拌的Shanghai 上海Sheng

4、 chou, lao chou & ordinary jiang you 生抽，老抽，醬油By class 按等級(jí)Guangzhou 廣州By class 按等級(jí)By taste 按口味Shanghai 上海炒菜的 & 沾的/ 涼拌(Cooking & dipping/ mixing)紅燒的 & 沾的(Stewing & dipping) 北京By class 檔次(Premium users高檔運(yùn)用者)By acceptance level 可接受的程度 (群眾消費(fèi)者)其他細(xì)分準(zhǔn)那么:Segmentation of Soy Sauce 醬油細(xì)分醬油產(chǎn)品都以運(yùn)用來(lái)細(xì)分運(yùn)用主要是指將醬油用作:蘸

5、/拌 炒菜(用法基于不同的烹調(diào)方法)蒸 (GZ)燉 (GZ, BJ)紅燒 (SH)腌(一切城市，主要在北京)普通炒菜(一切城市)Segmentation of Soy Sauce 醬油細(xì)分Dipping 沾用于蘸魚(yú)，肉，海鮮，蔬菜，餛飩等.食品可以是蒸過(guò)的或是煮過(guò)的，口味較淡火鍋廣州: 白灼, Steaming 蒸在廣州最普遍在廣州, 用最少的其他調(diào)味品，稱(chēng)為清蒸如. 蒸魚(yú) ( 醬油通常在燒完后灑在外表), 蒸雞, 蒸肉Mixing 拌 (SH, BJ), 撈 (GZ)BJ, SH: 冷菜 (中式色拉) 如黃瓜, 海蜇, 豬肉, 雞肉等.夏天非常普遍GZ: 炒面，并與醬油和油相拌Segment

6、ation of Soy Sauce 醬油細(xì)分Stir frying 炒通常是蔬菜炒肉肉可以是事先腌過(guò)的很多家庭主婦在炒蔬菜時(shí)根本上不加任何醬油Braising (red stew, hong shao) 紅燒在上海非常大食物 (代表性的是魚(yú)和肉)將燒成半熟，然后加老抽，糖，等煮15-30分鐘 (因此叫紅燒).Deep marinating 腌肉, 鹵中式風(fēng)味的腌肉, 在北京很普遍廣州 鹵水肉，鹵水鴨等 (但如今有專(zhuān)門(mén)的鹵水汁可替代醬油 )通常需求較深的顏色Stewing 燉, 燜和紅燒類(lèi)似，但須更常的時(shí)間GZ: 燜 BJ: 燉 希望有較深的顏色紅燒/ 燉,燜 炒 冷菜/ 蘸/蒸 烹調(diào)方式顏色

7、 口味 顏色 口味 口味 顏色包裝玻璃瓶塑料瓶桶裝袋裝- 老抽 (SH/GZ)- 醬油 ( BJ)- 醬油 (SH/BJ)( 包括紅燒/黃豆)- 醬油 (SH/BJ)- 老抽(SH/BJ)- 醬油 (SH/BJ)(包括黃豆和紅燒)- 生抽 (GZ)- 醬油 ( BJ)- 醬油 (BJ)- 醬油 (BJ)- 生抽(GZ)- 生抽 (GZ/SH)- 醬油 ( BJ)- 風(fēng)味醬油(SH) (- 包括宴會(huì)/辣味/蒸魚(yú)豉油)-海天/ 淘大-金獅- 淘大- 家樂(lè)- 淘大/寬- 海天- 家樂(lè)/老蔡- 老蔡/海鷗- 金獅-海天/之美齋 -Master/金獅-海天/ 李錦記-太太樂(lè)- 淘大家樂(lè)-海天/ 淘大-寬

8、更高檔醬油細(xì)分市場(chǎng)與品牌的聯(lián)絡(luò)經(jīng)濟(jì)實(shí)惠開(kāi)展趨勢(shì)-上海:- 普通醬油仍處主導(dǎo)位置- 逐漸向老抽和風(fēng)味醬油過(guò)度9.312.875.070.561.255.08.78.716.221.6SH01SH02SH01SH02生抽老抽醬油風(fēng)味醬油量金額Source :Consumer Panel結(jié)論和暗示結(jié)論:市場(chǎng)宏大，每個(gè)地域由于烹調(diào)方式不同而具有不同的是市場(chǎng)細(xì)分整個(gè)品類(lèi)向高檔產(chǎn)品開(kāi)展，特別是上海，北京隨之暗示:必需注重的具有吸引力的市場(chǎng)每個(gè)地域的每個(gè)細(xì)分市場(chǎng)需求不同的戰(zhàn)略GZ:開(kāi)發(fā)高檔產(chǎn)品SH: 開(kāi)發(fā)老抽生抽以提高籠統(tǒng)和毛利BJ: 為了品牌籠統(tǒng)需求老抽生抽，但

9、也得注重普通醬油市場(chǎng)以獲得市場(chǎng)份額消費(fèi)者行為浸透率:- 根本上每個(gè)人都運(yùn)用醬油，但因城市和細(xì)分市場(chǎng)而不同- 仍有空間提高生抽和老抽在東區(qū)和北區(qū)以及風(fēng)味醬油在各區(qū)的浸透率By Type of S. SauceBy Package of S. Sauce消費(fèi)者的購(gòu)買(mǎi)行為上海 每個(gè)家庭平均每年消費(fèi)7.3L,34RMB的醬油, 用量較多的消費(fèi)者為每年14.7L 購(gòu)買(mǎi)頻率: 醬油每?jī)稍乱淮? 老抽/風(fēng)味醬油每四月一次 普通醬油運(yùn)用者也購(gòu)買(mǎi)其他醬油 , 平衡高檔醬油和群眾化醬油,不同的烹飪方法是用不同的醬油每次購(gòu)買(mǎi),她們情愿花3元買(mǎi)普通醬油或者是風(fēng)味醬油, 但情愿花8元買(mǎi)老抽老抽經(jīng)過(guò)提高浸透率獲得市場(chǎng)份額

10、, 但還有很大的空間繼續(xù)開(kāi)展.同時(shí), 醬油有著很高的浸透率, 但比去年有所減弱.Switch Index9474121時(shí)機(jī):生抽和風(fēng)味醬油用于冷菜, 涼拌和蒸菜 購(gòu)買(mǎi)頻率: 每?jī)稍沦?gòu)買(mǎi)一次袋裝醬油, 瓶裝每四月一次, 桶裝半年一次. 先買(mǎi)瓶裝, 然后將袋裝醬油罐入瓶裝內(nèi), 然后買(mǎi)新瓶,在罐入 平衡方便和經(jīng)濟(jì)實(shí)惠 消費(fèi)者情愿為買(mǎi)瓶裝而多付出 - 塑料瓶: 輕, 容易攜帶, 并比玻璃瓶廉價(jià) - 玻璃瓶: 跟高檔/衛(wèi)生/平安 桶裝因方便, 經(jīng)濟(jì)實(shí)惠以及消費(fèi)者忠實(shí)度的提高而開(kāi)展( 大包裝, 價(jià)錢(qián)廉價(jià)) 但也有人擔(dān)憂(yōu)新穎度的問(wèn)題, 由于在家里會(huì)保管較長(zhǎng)時(shí)間 時(shí)機(jī) 1. 1 L 桶裝2. 玻璃瓶, 高檔醬

11、油Switch Index1099594消費(fèi)者購(gòu)買(mǎi)行為 上海 消費(fèi)者的情況-上海 重度消費(fèi)者, 占人口的20%, 但消費(fèi)了總量的40%, 占金額的37% 那些收入中等和較低的重度消費(fèi)者依然傾向于買(mǎi)袋裝醬油, 但與去年相比, 運(yùn)用老抽和玻璃瓶裝醬油 中等和較低收入的中度消費(fèi)者正向老抽和風(fēng)味醬油轉(zhuǎn)入, 從袋裝向桶裝轉(zhuǎn)換收入很低的 輕度消費(fèi)者( 占人口的50%), 向玻璃瓶老抽/風(fēng)味醬油轉(zhuǎn)換重度消費(fèi)者的消費(fèi)行為上海 消費(fèi)者比率- 醬油種類(lèi)消費(fèi)者比率 包裝 上海市場(chǎng)在不斷變化, 75% 的消費(fèi)者會(huì)運(yùn)用至少兩種種類(lèi)和兩個(gè)包裝的醬油Consumer Purchase Behavior- BJPenetra

12、tionQB(Liter)/NBEXP (RMB) /NB# of PurchaseLoyalty RateAverage PricePenetrationQB(Liter)/NBEXP (RMB) /NB# of PurchaseLoyalty RateAverage PriceSoy Sauce TypeSoy Sauce PackageEach BJ Household consume 10L and spend 38RMB BJ is similar as SH, dominated by Jiangyou with high penetration and loyalty BJ is

13、 forecast to follow SH to upgrade to Light/Dark SS although very low penetration nowDifferent from SH, G.Bottle and barrel are much important than Pouch, even with JiangyouBeijinese has less purchase frequency compared to SH, and with higher volume per time ( 2 bottle/ pouch per time, 1 barrel per t

14、ime) due to less convenient of shopping environment compared to SH Opportunity for 1L bottle/ barrel不用翻Heavy consumer Purchase Behavior- BJ 82% heavy user are regular only or regular + light buyer 31% heavy user are glass bottle exclusive user, Medium user are more duplicate user, who like to try di

15、fferent type of SS, easy to upgrade to other% of buyer-Type of SS% of buyer - Package不用翻H/M/L User profile and What they use - BJ Soy sauce used by H/M/L user Heavy use use, 20% of population, but consume 50% of volume They are clearly skew to low income and big family, affordable is very important

16、Regular soy sauce dominate heavy user basketMedium are more medium incomeLight are small familyMedium and light user are easy to upgrade to dark/ light soy sauceOpportunity:1. Target Medium user first with Dark/light soy sauce in Barrel/G.Bottle to build image2. Sell affordable regular soy sauce in

17、glass bottle to heavy user for vol/val share不用翻Consumer Purchase Behavior- GZPenetrationQB(Liter)/NBEXP (RMB) /NB# of PurchaseLoyalty RateAverage PricePenetrationQB(Liter)/NBEXP (RMB) /NB# of PurchaseLoyalty RateAverage PriceSoy Sauce TypeSoy Sauce PackageGZ consume less ( 6.6L)but spend most (44RMB

18、) on soy sauce, esp. on Light soy sauce Less purchase frequency, less vol. purchase each time except Light soy sauce ( mainly 1 barrel or 1 bottle each time) about 50% user buy soy sauce in bottle and barrel, but 29% are exclusive Glass bottle only, and 12% barrel onlyNo pouch in GZ, but still quite

19、 strong with Bulk with the cheapest price 不用翻Heavy consumer Purchase Behavior- GZ Heavy user not only use light soy sauce, but also regular and Dark soy sauce Most of heavy user buy bottle and barrel More than half of light user are only use one type of soy sauce: either light or regular Soy sauce 5

20、5% of light user are exclusive one package user either Glass bottle or barrel% of buyer - Type of SS% of buyer - Package不用翻 Who: H/M/L User profile and What they use - GZ Soy sauce used (Vol)by H/M/L user Heavy user use is big family Heavy user is more light soy sauce in barrel不用翻通路: - 上海以現(xiàn)代通路為主( ov

21、er 90%)- 北京/廣州的主要通路也是賣(mài)場(chǎng)和超市(占80%) Volume BasedValue Based結(jié)論 & 暗示結(jié)論:總體醬油的浸透率很高, 但老抽和生抽的浸透率不高每年每個(gè)家庭的醬油破費(fèi)在廣州為50元以下, 北京和上海在40元以下購(gòu)買(mǎi)頻率為每?jī)蓚€(gè)月一次( 上海北京為普通醬油, 廣州為生抽), 其它較低每次購(gòu)買(mǎi)量大約為1升, 不包括風(fēng)味醬油在上海,大多數(shù)人會(huì)購(gòu)買(mǎi)兩種包裝以上的醬油在上海和北京, 重度消費(fèi)者傾向于購(gòu)買(mǎi)普通醬油, 中度和輕度消費(fèi)者傾向于購(gòu)買(mǎi)老抽和生抽暗示:在上海和北京, 開(kāi)發(fā)老抽和生抽醬油具有很大的時(shí)機(jī)每年的消費(fèi)量很低, 具有很大的空間提高消費(fèi)量, 有時(shí)機(jī)向高檔醬油轉(zhuǎn)

22、換有時(shí)機(jī)開(kāi)展1L包裝有時(shí)機(jī)做各種醬油的結(jié)合促銷(xiāo)有更多的時(shí)機(jī)在中度和輕度消費(fèi)群中提高醬油的檔次,尤其在北京烹調(diào)習(xí)慣及態(tài)度食品構(gòu)造 & 菜肴數(shù)量北京廣州上海= 蔬菜= 蔬菜= 蔬菜豬肉 牛肉/ 羊肉 海鮮/ 家禽+海鮮 豬肉 家禽/ 牛肉/ 羊肉+ 冬天種類(lèi)較少海鮮 豬肉 家禽/ 牛肉/ 羊肉+目的-消除饑餓, 補(bǔ)充能量-方便快捷-消除饑餓-方便-營(yíng)養(yǎng)/ 口味-結(jié)合整個(gè)家庭烹調(diào)方式 & 運(yùn)用的醬油運(yùn)用各種不同烹飪方式的家庭主婦比例:運(yùn)用不同烹飪方式的菜肴的比例:生抽老抽生抽/風(fēng)味醬油醬油/老抽醬油/老抽生抽生抽老抽生抽/風(fēng)味醬油醬油/老抽醬油/老抽生抽醬油市場(chǎng)細(xì)分: 運(yùn)用Dipping 沾著吃St

23、ir frying 炒Braising 紅燒Stewing 燉, 燜 Steaming 蒸Marinating 腌肉Mixing 拌著吃口味至關(guān)重要顏色至關(guān)重要顏色不能太深, 不然會(huì)覆蓋食物的顏色, 醬油的口味是最重要的必需給食物帶來(lái)亮紅色, 口味來(lái)自于其他調(diào)味品,如糖對(duì)醬油的需求Dipping 沾著吃Stir frying 炒Braising 紅燒Stewing 燉, 燜 Steaming 蒸Marinating 腌肉Mixing 拌著吃廣州:生抽非常重要 (蒸, 炒, 也可用作其他各種用途)老抽偶爾運(yùn)用蘸的醬油上海群眾消費(fèi)者: 醬油+ 生抽用于蘸食, 涼拌高檔消費(fèi)者: 生抽+ 老抽或醬油,

24、 有些運(yùn)用較貴的蘸醬油北京群眾消費(fèi)者: 僅運(yùn)用醬油, 或加一點(diǎn)生抽高檔消費(fèi)者: 醬油/ 老抽+ 生抽有些運(yùn)用較貴的蘸醬油不同城市不同運(yùn)用方式:醬油市場(chǎng)細(xì)分: 運(yùn)用口味至關(guān)重要顏色至關(guān)重要烹調(diào)方式和醬油的趨勢(shì)上海Volume BasedValue Based更多的海鮮/蔬菜更少的肉類(lèi) 更多的蒸/炒較少的紅燒/燜趨向老抽更多的生抽/風(fēng)味醬油趨向瓶裝和桶裝袋裝醬油的消費(fèi)群為50歲左右塑料瓶醬油的消費(fèi)群為40歲左右塑料瓶醬油的消費(fèi)群為30歲左右More disposable income由于營(yíng)養(yǎng)過(guò)剩產(chǎn)生的新的安康問(wèn)題 需求更多的安康飲食習(xí)慣烹調(diào)的時(shí)間壓力 運(yùn)用較少醬油 ( 平均消費(fèi)量: 在上海減少3.

25、6% ) 破費(fèi)更多 高質(zhì)量,高檔醬油 ( 每次購(gòu)買(mǎi)的破費(fèi): 增長(zhǎng)4.5% ) 較少的購(gòu)買(mǎi)頻率 ( 每年減少3.5% )Sales Volume 000 LiterGrowth Rate: -2.5% Sales Value M. RMBGrowth Rate: 2.5%Average Price is 5.1% higher than year ago. On 100% Loss (-272)Dark Soy 96Flavor Soy 79Light Soy 916.9%4.7%88.4%On 100% Loss (-172)Plastic Bottle 75Barrel 96Glass Bo

26、ttle 90On 100% Gain (+ 13)Bulk 817.1%3.9% Jiangyou still dominate the market in SH, but switch to Dark SS, as well Flavor SS Pouch is still popular in SH, but switch to Barrel as well G.BSoy Sauce Switch Way:Censydiam Model For CookingIndividualRecognitionWithdrawing to Inner WorldGoing to Outer Wor

27、ldFun/ Enjoy cookingFinish the cooking dutyBelonging Do for myself IntegrationHarmony and integrateCalm down insecure, be recognitionCare & Nourish familyShow off cooking skill, show my valueCook Segment and NeedsFun/ Enjoy cookingHarmony & integrateBelongingShow off cooking skill, show my valueDo f

28、or myselfCalm down insecure, be recognitionFinish the cooking dutyCare & Nourish #1 15% Creating illusion of cooking#2 27% Cooking for love#3 14% Cook for survive#7 11% Keeping all in balance# 8 8% show off# 5 4% Cook for appreciation#6 7% cook for impress#4 14% save faceSoy Sauce Current PositionFu

29、n/ Enjoy cookingHarmony & integrateBelonging Show off cooking skill, show my valueDo for myselfCalm down insecure, be recognitionFinish the cooking dutyCare & Nourish #1 15% Creating illusion of cooking#2 27% Cooking for love#3 14% Cook for survive#7 11% Keeping all in balance# 8 8% show off# 5 4% C

30、ook for appreciation#6 7% cook for impress#4 14% save faceLKKLaocaiKnorrHaitianSeagullNew LCAMOYCity Culture & Attitude Difference ChengduShanghaiGuangZhouEnjoy Tasty Food- Top important: Money, more realistic, down to earth - Be pound of food culture ( rich and variable food)- Want to be a boss, ev

31、en very small company- Put many effort on cooking, and many enjoy it- Great pleasure in eating than functional values- Emphasis on freshness and naturalness- Family oriented although kid is important- Self image: capable, great cook “ I feel good Traditional- Dream to be a powerful officer, more int

32、eresting in Politic rather than food- Food is not hot topic, less effort spent in cooking- More basic in cooking & eating, a routine and necessity- Ensure balance and naturalness- Kid preference influence me, but think more for whole family- Self image as a cook: not expert, but feel all right “ Tha

33、t is the best I can doResult Oriented- Dream to be excellent white collar, high income, great living stand- Famous to be Good at balance value and money, capable housewife - Modern and open to Western- Extremely kid oriented, kid success is their dream- See the functional role of meal: better perfor

34、mance now and future- Buy fresh food not only tasty but also helpful on nutrition- Put great effort on cooking, Self image: Ok to be a great cook I try hardBJSH不用翻Conclusion & ImplicationConclusion:Stir fry is main cooking way, Cantonese is more steaming and SH is more braisingTrend is more steaming

35、 and light tasteDifferent need for different SSColor oriented for braisingTaste oriented for steaming/DippingMost of Chinese are family/kid orientedshow the love: 27%or control and balance everything:15%or just finish the cooking job:14%Still 11% are very insecure cooking way, need to assuranceImpli

36、cation:New innovation which can suit for new cooking trend:for steaming/ dipping SSless salty SSTarget consumer who is caring and harmony need mother which is 42%Very few Chinese is food indulgence oriented, should LC target not only showoff housewife, but also target those who need secure super tas

37、te resultBrand CompetitionPerceptual Mapping - GuangzhouDippingMixingCookingLow qualityHigh qualityMaggieMasterLKKJammy ChaiHai TianKnorr AmoyZhu JiangCheap brandssold by hawkers,small corner shopsIn GZ, quality is signaled by brand & priceAlmost all products in market are considered of at least ave

38、rage quality不用翻Perceptual Mapping - ShanghaiDippingMixingCookingLow qualityHigh qualityMaggieKikkomanLKKSeagullHai TianLao CaiAmoyKnorrTotoleBanquetMasterJiang you in generalLao chou in generalSheng chou in generalJiang you (have to cook before use)Perceptual Mapping - DippingMixingCookingLow qualit

39、yHigh qualityMaggie(described as “seafood soy sauce)Mass usersJiang you in generale.g. Kun Pai, Jin ShiLao chou in generale.g. Amoy, LKKSheng chou in generale.g. Amoy, LKKPremium UsersJiang you in general不用翻Perceptual Mapping Likely Scenario in the FutureDippingMixingCookingLow qualityHigh qualityEx

40、pensive soy saucee.g Maggi, Master & Kikkoman (SH)Lao Choufor braising stewingSheng chou for general cookingShen Chou for dipping/ mixing(older, less well-off people)Ordinary jiang youfor braising, stewing (BJ/ SH)The market seems to be going to the direction of more distinctive use by type , and on

41、 the stage of upgradingBrand Awareness (Feb. 17-Mar. 16)TOMSpontaneous AwarenessEvery TrialMost OftenTVC AwarenessOther MediaAwarenessConsideration(Top 2 Boxes)Shanghai Guangzhou KnorrLaocaBrand AwarenessShanghai Guangzhou KnorrLaocaiAmoyHaitianLKKKnorrAmoyHaitianLKKKnorrKuanAmoyHaitianJinshiTOMSpon

42、taneous AwarenessEvery TrialMost OftenTVC AwarenessOther MediaAwarenessConsideration(Top 2 Boxes)Brand Image-SH(Feb 17-Mar 16)Laocai Knorr Haitian AmoyBring out XianGive Dish color quicklyStrong soy bean tasteIs cooking expertIs innovation brandMade from natural ingredientHelp kid smartMake whole fa

43、mily healthAdd nutrition to dishGood value for moneyOffer something uniqueIs better on cookingIs better for dippingMake dish more appetizingAre better quality than othersBrand Image-GZ(Feb 17-Mar 16)Bring out XianGive Dish color quicklyStrong soy bean tasteIs cooking expertIs innovation brandMade fr

44、om natural ingredientHelp kid smartMake whole family healthAdd nutrition to dishGood value for moneyOffer something uniqueIs better on cookingIs better for dippingMake dish more appetizingAre better quality than others Knorr Haitian Amoy不用翻Brand Image-BJ(Feb 17-Mar 16)Bring out XianGive Dish color q

45、uicklyStrong soy bean tasteIs cooking expertIs innovation brandMade from natural ingredientHelp kid smartMake whole family healthAdd nutrition to dishGood value for moneyOffer something uniqueIs better on cookingIs better for dippingMake dish more appetizingAre better quality than others Knorr Haiti

46、an Amoy Jinshi不用翻Brand Awareness And Image-SH不用翻Brand Awareness And Image-GZ不用翻Brand Awareness And Image-GZ不用翻Brand Competition- Val. ShareSH+E1+GD+BJ East Shanghai Guangzhou GuangdongLaocai is No.3 in area where we forcusKnorr has good performance in East/SH after relaunch, but need to improve in G

47、D Dish in TVC is no relevant to Cantonese, not sure the quality of taste Cantonese more enjoy eating whilst Shanghainese is more end-performance driven Knorr still weak in BJ due to later Media supporting in BJSH: Key Competitor Within Each Segment-Val Share55.014.78.721.6SH02Flavor S. SauceRegular

48、S. SauceDark S. SauceLight S. SauceFlavor SSRegular SSDark SSLight SSBJ: Competitor Within Each Segment-Val Share 8.7Light Soy SauceDark Soy SauceRegular Soy SauceFlavor SSRegular SSDark SSLight SSSource : Consumer Panel 不用翻GZ: Competitor within each segment-Val Share Light Soy SauceDark S

49、oy SauceRegular Soy SauceFlavor SS27.765.92.4Light SSDark SSRegular SSSource : Consumer Panel 不用翻Conclusion & ImplicationConclusionKnorr Awareness:SH: increasing awareness and usage stableGZ: good media awareness and brand awareness, but weak on usage ( relevant on dish as well as the key benefitin

50、TVC?)BJ: still weak due to late TVC on airKnorr Image:SH: lead the image on “ make kid smart, still weak on others if compared the key competitorGZ: relative strong, which comes from strong bouillon positionBJ: very weak, only Amoy/Jinshi lead the imageKey Competitor: different competitor in each se

51、gment in each cityRegular: Amoy/Jinshi/SeagullLight/Dark: Haitian/ LKKFlavor: LKK/TotoleImplication:Wait more information and judge, but need to review the communication: steaming dish for GZ which is more relevantcommunicate more on taste?Different strategic for each marketGZ: Increase penetration

52、and conversion with sampling, and more innovation SH: continuous media support to grow penetration and loyalty on Dark/Regular soy sauceSH: new innovation in Light/Flavor soy sauceBJ: Need media support to awareness then penetration with samplingSensory Overview Fermented1998 - 2001Sensory screening

53、 of commercial productsMapping 22 commercial products Shanghai using QDA.10 Sensory directions were identified.About 95 other Shanghai products were grouped into the 10 sensory directions.10 products were selected, one for each of the sensory directions for consumer liking test.In-home product test

54、with commercial productsProducts were tested in consumer liking test, QDA tested as such and in a controlled dish (without meat).Attributes were identified important for liking of braising and dipping products.Xien is found to be an important attribute for Chinese consumer. The meaning and the relat

55、ion with liking is unclear.Xien panelA xien panel is set up consisting of from origin Chinese people.A xien matrix was made of food and culinary product in general. In soy sauces xien is related to the QDA attributes that the Dutch panel uses.QDA and In-home product test with prototypesA second liki

56、ng test (10 products) was performed with prototypes for a braising, dipping and all purpose product. The products were also tested in QDA panel.The panel has taken part in the developing process of optimising the braising, dipping and all purpose product.Correlations were calculated of QDA, liking a

57、nd consumer attributes, chemical/physical data.Important attributes (sensory, consumer, chemical/physical) for liking are identified.Sensory screening and Consumer test with Controlled Key drivers The panel is retrained using the Spectrum method to be able to work for the key drivers project making

58、a model.Key drivers for liking was set up to be able to make a model to predict liking with sensory and chemical attributes and thus ingredients.不用翻Sensory Fermented Directions in commercial braising soy saucesMapping commercial products Shanghai using QDA (Report VD 99 0024).10 Sensory directions w

59、ere identified.KNsgSGglAMglYHdbMGseKKssWHssWTslcoffeetreacleanimalfermentedliquoricemedicinrye-breadcheesemaggismokeyrubber/tarparfumisticolivesfish-likecaramelfruitysweetsoursaltalcoholrye-breadcervelaatburntearthymetalbitter-2-1012Dim 1 (38%)-3-2-1012Flavour (aroma & taste)LCgaWAksLKssFERMENTED al

60、coholicTREACLESMOKEYBURNTSPICYANIMALICLIQUORICEMEDICINALMAGGICHEESYDim 2 (32 %)不用翻Sensory FermentedConsumer liking of commercial soy sauces10 products were selected, one for each of the sensory directions for consumer liking test.Product were tested in consumer liking test, QDA tested as such and in