资源描述
单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,Segment market,Market,Infant,7-17,17-40,over40,90,85,90,80,85,90,85,90,Full-cream,High-calcium,degrease,Infant,The market is the most successful and biggest.Nestl is famous for its infant milk powder.The growth rate increase steady.Although there are many brands of infant milk,Nestl has the top technology to keep high quality.The consumers and suppliers have the power to effect the price of products.,Elders,As the elders always pay attention to digest sugar and fat,they will buy degrease milk powder.With the growth rate of elders,it will become a big market.,Nestle have the technical in the industry.,Student,Because the students market has the largest potential,and the expression of Nestles students milk is not very good.If we can develop the products to fit the students market,we will get more profit.That we analyze the market.,Students milk,Segment size and growth:,The market size isnt bigger than infant.The important milk powder is infants and full-creams.And the market is becoming smaller.Now students all like drinking fresh milk.,Segment structural attractiveness:,In Chinese milk market,Erie is the biggest milk product company.There are many brands of milk.So the substitute product is lots.Power of buyers can affects the price of goods.As a part of source come from suppliers,the suppliers can control some prices.,Company objectives and Resource,Nestle has three source of milk basics in China.,Last year,Nestl spent$1.9 billion on developing skill and product.There are 5000 research personnel.,last year,nestle had built factory in,Inner Mongolia,额尔古纳,Shuangcheng of Heilongjiang,Laixi of Qingdao,Selecting target segment,For the three goods,we choose the differentiated marketing.,Because the infant and elders is very mature.We should keep the advantage.,And the student market is the development targets which,we focus on.,Developing a positioning statement,Students milk powder-To students,who in dire need of calcium/iron/zinc for growing.Because we have the cutting-edge technology and the high quality source of milk.Students milk powder gives your enough energy and nutrients.Nestle has fortified this quality milk product with these nutrients to help provide a strong basis for your healthy life.,
展开阅读全文