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首页 高钙牛奶 折桂香港(High calcium milk with Hongkong)

高钙牛奶 折桂香港(High calcium milk with Hongkong).doc

高钙牛奶 折桂香港(High calcium milk wit…

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简介:本文档为《高钙牛奶 折桂香港(High calcium milk with Hongkong)doc》,可适用于领域

高钙牛奶折桂香港(HighcalciummilkwithHongkong)高钙牛奶折桂香港(HighcalciummilkwithHongkong)Author:ZhouZhimin,LuTaihongIoftenhearsomebusinesspeoplesighnowthemarketsituationis"butmuchlessporridge",toafootholdinthemarketisdifficult!Atfirstglance,theyworryseemsveryreasonableButcalmlythinkaboutwhymanybusinessesonlyknowhowtodoeverythingpossibletooccupyasmallmarketexisting,andnottheconversionofbusinessideas,themarket"cake"biggerThiskindofmanagementthoughtisfeasibleTheanswerisyesInMarch,Hongkongmilkcompanysuccessfullypromoted"highcalciummilk"marketingcaseisagoodevidenceImarketbackgroundAsearlyasinand,milkcompanieshavemarketedtheirproductsto"freshmilk"and"skimmedmilk"respectivelyDespitehardwork,thesaleswereflatWherewastheproblemOriginally,theChineseandforeignmilkbrandsnamed"fresh"and"skimmed"werenotinthemarketatthetimeoftheHongkongmarket,andtheproductsofthemilkcompanycouldnotattractconsumersiftherewerenouniquesellingpointsfortheproductsoftheoneortwoFacedwithsuchfiercecompetition,themilkcompanywasatalosswhattodoTwo,theformationofproductconceptTheformationofproductconceptsoftencomesfromthemindsofconsumers,andaconsumersurveyshowsthataconsiderablenumberofpeopleinHongkongarebeginningtorealizetheimportantroleofcalciuminthepreventionofosteoporosisThisinformationgivessensitivemilkcompanycreativeinspiration:whydon'tyoujointhepeopleeasytoabsorbthecalciuminmilk,launchedthe"highcalciummilk"tothemarketAtthattime,the"highcalciummilk"insomedevelopedcountriesisnotwhatnewproducts,butinHongkong,"GaoGainiumilk"isnewtheconceptofMilkcompaniesarepleasantlysurprisedtofindthatonceconsumersareabletoembracethisbrandnewconceptThenthemilkmarketwillemergenewmarketspacemilkmarket"cake"wasbiggerAtthesametime,asaproductinnovator,milkcompaniesareproneto"preconceived"effectsinthemindsofconsumersInaddition,therearesomeconsumersworryaboutdrinkingmilkfatintaketoomuchfat,andlowfatmilktasteisusuallynotdelicious,"thecharacteristicsofcalciummilkfatanddeliciousjustcaneliminatetheirconcernsThetimehascome!Three,findguidance,findthetargetmarketModernmarketingtheorytellsusnottoexpectaproducttobeacceptedbyallconsumers,butthroughmarketsegmentationtofindthemostsuitabletargetmarketforsalesTothisend,themilkcompanyhasdonealotofresearchwork,andfoundthatinHongkong,therearepeoplewithosteoporosisriskofyearoldmajorityofwomenBasedonthe"highcalciummilk"canpreventosteoporosiseffectanddegreasinganddeliciousfeatures,milkcompanydecidedtofindthetargetmarketinthisageofwomen"Calciummilk"inHongkongisanewproduct,thusonlyinnovativeconsumerscantrytobuy,butusuallyeducatedandhighincomepeoplecanbecomeinnovativeconsumerswithinnovativespiritTakentogether,themilkcompanyhastargetedconsumersattoyearold,educated,higherearningwomenThetargetmarkethasnotreceivedmuchattentioninthepastfewyears,sothemilkcompanywillfaceawholenewconsumergroup,whichisnosmallchallengeFour,marketingmixstrategy(I)productstrategyInordertoopenupanewmilkmarket,themilkcompanyhasdevelopedanewproduct"highcalciummilk""Inadditiontocalciumrich,thenewproductretainsthepastfresh,delicious,degreasingcharacteristics,inordertothosewhoareheavytextureandworryaboutthefatintakeofconsumerstochooseAspartofthenewproduct,themilkcompanyhascompletelyupdateditspackagingInthe"sugarbeauty"packaging,thecompanymadeastrongpropagandaaboutthecharacteristicsofthenewproduct(two)pricestrategyThereareusuallythreepricingmethodsfornewproducts:skimmingpricing,penetrationpricingandreasonablepricingThemilkcompanyconsiderstheuseofskimmingpricing,Consumersmaynotbewillingtopayahighpriceforanunfamiliarproductiftheyadoptthepenetrationpricingmethod,theproductimageof"highcalciummilk"maybedamagedAsaresult,milkcompanieshaveadopteda"eclectic"approachtopricingreasonablyandplacingpricesattheaveragepriceoftheirmajorcompetitors(three)distributionstrategyAsuccessfuldistributionstrategyistoplacetheproductwherethetargetconsumercaneasilybuyitThedistributionstrategyiswellrepresentedbythemilkcompanyTheyconcentrated"highcalciummilk"onsupermarketchainsinmanymajorneighborhoodsandJapanesesupermarkets,wheretargetconsumersoftenvisitedAtthesametime,customersintheseshopsaremostlikelytomovebrandinterest,whichisveryconducivetonewproducts"highcalciummilk"intothemarketInmanyconveniencestores,themilkcompanymainlyputsmallpackageproducts,sothatitiseasytobuyanddrink(four)promotionstrategySimplyput,"highcalciummilk"totheultimateinterestofconsumersistostrengthenthebodyTodeliversuchamessagetoconsumersrequiresnotonlytheadvertisingofthemassmedia,butalsotherecommendationofmedicalexpertsMilkcompaniesadvertisemainlythroughtelevisionmediaItsTVadswereverysuccessfulInadvertisements,thehiddendangersofosteoporosisinyoungandmiddleagedwomenareexpressedinanelegantmanner,whiletheinterestcommitmentof"highcalciummilk"istransmittedtotheadvertisingaudienceinadirectandverybelievablemannerAlthoughthecostofadvertisingisnotlarge,ithasagreateffectontargetaudience:brandrecognitionrateandadvertisingrecognitionrateareashighasandrespectivelyInadditiontotelevisionadvertising,themilkcompanyalsoprintsadvertisementsinHongkong'smajornewspapersandmagazines,demonstratingtheeffectivenessof"highcalciummilk"bymoredetailedexplanationsToenableconsumerstobelievethat"highcalciummilk"fitnesseffect,itisbesttohavemedicalexpertsrecommendassupportThedairycompanyisacutelyawareofthisTheysentpublicitymaterialstomorethandoctorsandnutritionistsintheregionleafletsonosteoporosisandnewproductprofilesThemilkcompanyhopestoincreasethecredibilityofthenewproductbyspreadingmedicalleafletstotargetconsumersthroughmedicalexpertsTothisend,thecompanyoftensponsoredsomemedicalforumactivities,wonthefavorofthemedicalprofessionAtthefoodfair,themilkcompanysuccessfullypromotedtheeffectivenessof"highcalciummilk"throughseniornutritionexpertsandreceivedgoodresponseFive,fruitfulresultsMilkcompanylaunchedthesuccessof"highcalciummilk",duetoadvertisingandmedicalexpertsgoodpublicity,theproductonthesideofthecitybytheconsumeracceptanceandlove,theactualsalesdoubledthanexpectedThemilkcompanyisfaraheadofthecompetitionintheconsumptionofmilkonthemarket,themarketshareaccountedfor,whilethemilkinthedairymarketsharealsorosefromto,whichgreatlystrengtheneditsmarketleaderTothisend,themilkcompanywontheannualHKMATVBoutstandingmarketingawardofthecrown,anditsexcellentTVadvertisinghasalsowonanoutstandingtelevisionadvertisingawardThesuccessoftheHongkongmilkcompanyonceagaindemonstratestheeffectivenessandvalueofmarketingtheories,methodsandstrategiesWecannotrelysolelyonthescientificandprofessionalmarketingtowinthemarket,whichisthegreatestinspirationforthe"highcalciummilk"caseIntroductiontoHongkong(HKMATVB)distinguishedMarketingAwardOvertheyears,marketinghasmadeagreatcontributiontotheprosperityofHongkong'seconomyTherefore,theHongkongManagementAssociation(HKMA)MarketingManagementCommitteeproposestocommendandcommendtheoutstandingexamplesinthisfieldSince,theCommitteehasorganisedanannualawardforexcellenceinmarketingawards,whichhasbeeninexistenceforyears(notfor)In,Hongkongradioandtelevision(TVB)begansponsoringandsupportingtheaward

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高钙牛奶 折桂香港(High calcium milk with Hongkong)

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