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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,*,Sanlu Brand Development,1,Sanlu Brand Development1,Agenda,McCann-Erickson to present category review,competitive analysis,McCann-Erickson to present identified opportunities for target cities and positioning,Open discussion,Revised outcome,2,AgendaMcCann-Erickson to prese,Agenda,Ideas,Agreed direction,Discussion,McCann,San lu,Tetra Pak,3,AgendaIdeasAgreed directionDis,Contents,1.Category Review,2.Competitive analysis,3.Brand Audit,4.Brand development,5.Communication plan development,6-10 Production,execution and tracking,4,Contents 1.Category Revie,1-Category Review&Analysis,Category development,Category definition,Market size,Total Milk production,Segment value liquid milk vs.milk powder,Segment value fresh vs.longlife milk,Segment value by packaging type,Seasonality,Consumer trends,5,1-Category Review&Analysis,1-Category Review&Analysis,Regional development,Key players by region,Nation-wide brand-awareness,Brand-awareness(by region),Conclusion,6,1-Category Review&Analysis,1-Category Review&Analysis,Usage profile,Usage vs.non-usage,Frequency of usage,Frequency of usage(by city),Frequency of usage vs.other drinks,Usage by city,Usage by gender,Usage by age,Usage by income(overview&by city),Drink choice criteria,Liquid milk inhibitors,Point of purchase,7,1-Category Review&Analysis,Category Development,Only competitive within the same group,Competitive with each other,Consumers categorize drinks into five main categories:,Category Definition,8,Category DevelopmentOnly compe,Category Development,The overall category for Sanlu is Nutrional Based,The nutritional based category can be further divided into dairy based,nutritional and non-dairy based.,The size of nutritional(Fe.Ovaltine)and non-dairy(soya milk and coconut milk)is relatively small,Focus category for Sanlu is dairy-based,Category Definition,9,Category DevelopmentThe overal,Category development,0,1000,2000,3000,4000,5000,6000,7000,1997,1998,Dairy,2380,Dairy,2722,Beverage,2950,Beverage,3320,+12%,+14%,Million liters,Beverage:,-Juice-based drinks,-RTD Tea,-Vegetable Protein drinks,-Soya Bean milk,-Others,(exclude water&CSD),Market Size (all drinks),Dairy:,-Liquid Milk,-Yoghurt drinks,-Lactic Acid Drinks,(Artificial),10,Category development 010002000,0,500,1000,1500,2000,2500,3000,96A,97A,98E,Category Development,LAD,Yoghurt,drinks,Liquid Milk,Million liters,2160,2380,2722,Market Size(Dairy),11,05001000150020002500300096A97A,Category Development,Source:China Statistics 1997,4200,4600,5000,5000,5300,5800,6300,600,600,600,600,800,1000,1100,0,2000,4000,6000,8000,1990,1991,1992,1993,1994,1995,1996,Others,Cows,In mio litres,10%,5200,+8%,5600,+0%,5600,+8%,6100,+11%,6800,+8%,7400,4800,Milk Production China(90-96),12,Category Development Source:,Category Development,Exported 1%,Others 3%,Ice-cream,14%,Liquid dairy,product 20%,Skimmed milk,powder 7%,Whole milk,powder 41%,Missing 14%,Source:TPC Internal/China Statistics 1997,*,Missing possibly due to,-unprocessed milk being sold as,street milk;,-some being manufactured but not,recorded in statistics.,Total:7,400 mio litres,Milk Production China(by segment),13,Category Development Exported,Segment value liquid milk vs.milk powder,Category Development,14,Segment value liquid milk vs.,Segment value fresh vs.longlife,Category Development,15,Segment value fresh vs.longli,Category development,0,200,400,600,800,1000,1200,1400,1600,93,94,95,96,97,Gable Top,Carton(UHT),HDPE Bottle,Glass Bottle,Plastic Pouch,Segment value by packaging type,16,Category development 02004006,Category development,Seasonality,In Summer,In Winter,CSD,Packaged water,Yogurt,Plain/white liquid milk,Powdered milk,12,5,10,18,1,46,29,25,20,13,12,11,6,9,16,26,19,15,26,7,12,13,14,14,6,16,22,28,46,4,0%,20%,40%,60%,80%,100%,3,2,6,17,19,11,17,18,4,10,9,7,5,10,31,26,24,14,27,15,21,15,14,14,21,32,32,32,44,1,0%,20%,40%,60%,80%,100%,Everyday,6 times a week to once a week,Once every 2 weeks,Once 3 weeks-1x 3 months,Less often,Never purchase,No seasonality for liquid milk,17,Category development Seasonal,Category Development,The future dairy market is predicated to show the following characteristics:,The consumption of liquid milk will increase.The price of liquid milk is getting cheaper to milk powder,and is very convenient for consumption by residents of cities.,The high hygienic packaging will be widely used in the dairy industry.,This trend will greatly improve the packaging standard of the industry.,According to a plan of China Packaging Technology Association,the proportion of high hygienic packaging will be increased to 20 per cent in the dairy industry by the year 2000.,Source:MOFTC,Consumer Trends,18,Category DevelopmentThe futur,Current consumption level of dairy products in China is still low,great potential of increased consumption in the coming years:,The current per capita consumption of milk in China is just,5.6 lit.It is far below the international level.,The average in developed world level:103 lit,The av
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