市場營銷案例Milk tea課件

1、1,MILK TEA,2,SUMMARY,Introduction on our product The market Product offering Our objectives Mix marketing Conclusion,3,PRODUCT DESCRIPTION,Launching a new packaging for our milk tea,Original,Milk tea bag,4,Original product problems,Feedback of the customers Fake products Straw problem Inconvenient L

2、ack of promotion,5,NEW PRODUCT DESCRIPTION,Coconut not pearl grain Mixer Little, convenient bag Beautiful design Vary pattern series Long expiry Low cost to produce,6,MARKET ENVIRONMENT,China is a market with a high potential growth No barrier at the entry: low technology Competitors: BefengTang Cha

3、in Store, Nestle, Moca, Lipton,7,Competition,Hurdles,Break,Company,8,MARKET SEGMENT,Age: 15-59 (67,4% of the population) Men or women :women Occupation: students, office staffs Education: secondary education (218M.),9,PRODUCT OFFERING,Value proposition: “The mix of the rich creamy foam and aromatic

4、tea taste give the customer an enjoyable experience. To share alone or with family, friends and colleagues”,10,PRODUCT OFFERING,When : Anytime they want Where: university, office, supermarket, snack shop, fast food What do we offer more compared to our competitors? a more convenient packaging more t

5、asty product,11,MARKET OBJECTIVES,Potential market: 885 millions people (67,40%) The consumption per week :,12,MARKET OBJECTIVES,Our potential sales on six month: 28*(1203,6/10) = 3370,08 million units (10 bags/unit) Take into account other data: income disparities, rural vs urban areas Our sales ob

6、jective: 60% of our potential market 3370,08 *60% = 2022 million units,13,MARKETING MIX,Customer needs,Product,Price,Promotion,Placement,14,PRODUCT,Product description : Milk-tea bag Package: 15g/10bags same or different taste put into one package Package included mixer Taste: Original taste Strawbe

7、rry Dasheen Chocolate Coffee,15,PRODUCT,Top 6 sales points Tasty Delicious Refresh (cup, plastic bag, straw, milk-tea powder, pulp) Unit total cost=1RMB* 10 cups = 10 RMB (cost of management, cost of sales) New unit total cost of production = B; (plastic bag, mixer, milk-tea powder) Unit total cost

8、= 0.8 * 10bags / box = 8RMB (cost of management, cost of sales) New product cost added = b (cost of management) ; other costs are less than original product The fixed cost has been covered by producing original product,21,External Factors,Complete competition,Price elasticity,Policy and regulation,P

9、rice of competitors,22,External factor: Demand,Price elasticity : Total Expenditure Effect,23,Price - approach,Mix elements on price Competition-oriented Nestle: 11.5RMB/10bags Moca: 10.8RMB/10bags Lipton: 11RMB/10bags Cost-oriented Price = unit cost * (1+gross profit) = 0.8RMB*(1+36.5%)=1.092RMB,24

10、,Price - Results,Compare with competitor Average price(10bags): (11+11.5+10.8)/3=11.1RMB Cost oriented 10bags: 1.092*10=10.92RMB,25,Pricing,Price : 10.99 RMB Forecasted sales 10.99 * 2022 = 22221,78 million RMB,Average price of competitors,Cost oriented,26,DISTRIBUTION,Intensive distribution in dome

11、stic market Pay attention to grocery and supermarket,27,Reasons for intensive distribution strategy More retailer, more market share The character of production big quantity, convenient, high-frequency Quickly development Near to customers Disadvantages Difficult to control dealers (grocery) High co

12、st then low compete power,DISTRIBUTION,28,DISTRIBUTION,Answers in a questionnaire,29,DISTRIBUTION,Vending machine,supermarket,Were here!,Suppliers,Customers,grocery,Channels,30,Partners,Dealers,Manufacturer,Suppliers,Customers,DISTRIBUTION,Main customers information; Main market information; More po

13、werful to third-role.,Relationships,31,PROMOTION,Objective: penetrate the market rapidly Target: 15-59 with a focus on the women Strategy: Sales promotion advertising,32,Sales promotion,Very important in our penetration strategy A mix of techniques: Reduction Rebates Couponing Loyal Reward Program O

14、ne free milk tea bag on our existing product,33,Advertising,An appropriate and relevant means of communication What we want to promote: the taste of our product the moment of pleasure that our product give to the consumer the advantages of drinking tea,34,Advertising : channels,Poster Television com

15、mercial Magazines Internet,35,Advertising : channels,Our previous commercial,36,Others means of communication,Games Public relation: bring financial support to non-governmental organization Ex: help to rural area where tea is produced Website,37,Communication budget,10% of our forecasted sales 22221,78 * 10% = 2222,20 millions RMB The budget will be divided as follows:,38,CONCLUSION,Convenient and tasty Penetration strategy through distribution and communication Sales forecast : 2022 million units Profit: 22221,78 million RMB,39,Bibliography,http: /=1 15K 2007-9-25 http