V52. 10 steps marketing plan for monmilk yuan jiao

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10 STEP Marketing Plan for Monmilk

Macy YuanOct 2010

5 Steps for Part 1(PTM and Positioning)

1. Monmilk PTM are all people2. Who want to be healthy3. Can choose Yeale etc.4. Gap is other brands focus on flavors5. The market size is ￥ 36 billion,

monmilk niche is ￥ 10.8 billion

5 Steps for Part 2(Marketing Mix & Strategy)

1. Monmilk is a white nutritious liquid 2. Is 20% premium3. Uses TV, magazine, newspaper4. Is distributed nationwide5. Uses a niche approach to win

Positioning to the Primary Target Market

Part 1:Steps 1 to 5

1. Monmilk primary target market (PTM) are all people

Demographics ( all people except babies)

Lifestyle ( study, work, care life quality) Behavior ( 250ml, 1x a day, daily, low

fat, breakfast milk, fruit flavor, pure)

Influencing Buyer Behavior

2. My PTM’s NWE

Consumer’s needTo be healthy and have beautiful skinConsumer choose Monmilk over other

milk because of …Taste, freshness, flavor, package, famous

company, brandConsumers expect his when they drink

different type of Monmilk, they feel they are healthy and skin will be better.

3a. Monmilk has many formidable competitors

Direct: Yeale, Guangming(bright), Taizi, Sanyuan,yangguang,

Indirect: fruitshake, beverage, coffee,

Variables: Price, packaging, flavor,availability,brand

3b. Competitive Position Map

Determine the 2 most critical Variables Make a position map plotting the

different competitors

Monmilk is #1 in niche:priced product for all people

Price vs. Age MatrixPrice/Age Matrix

0-3 yrs 4-29 yrs 30-49 yrs 50 yrs up

HighPrice

Duomex Monmilk

LowPrice

Yeale Guangming Yangguang Sanyuan

Momilk unique positioning is show in this competitive map

4. Monmilk positions stronglyin a niche market opportunity

Monmilk is the only milk That provide pure and fresh milk Use high-tech to make low fat milk Make different flavor milk and tastes

5a. Based on competitor data, milk market is ￥ 36 billion

http://www.china.org.cn/business/news/2009-01/14/content_17105973.htm

5b. Based on baidu data,where Monmilk share is 30%,total market size is 36 billion

1.Baidu data: Monmilk sales is ￥ 10.8 billion

3. Baidu claims market share of 30%

5. Then total milk market size is ￥ 10.8 billion/0.3=￥ 36 billion

5c. Consumer data indicates a size of P10.8 billion

Milk choice:

80 percent of the liquid milk market in China was occupied by Mengniu, Yili and Bright.

Monmilk market size is 30% in milk industry in China

The marketing Mix Strategy

Part 2:Steps 6 to 10

6a. Monmilk category is dominated by 4 major brand

6b. Product Description

Monmilk is nutritious liquid secreted by mammals and used as food by human beings, most are color white. Those with colors mixed fruits.

There are 4 variants-breakfast, low fat, pure, fruit, etc.

There are 5 sizes, 180g, 500g, 250ml, 500ml, 1L

7. price-Monmilk is 20%

Monmilk 180g = ￥ 1 Monmilk 500g = ￥ 2.2 Monmilk 250ml = ￥ 2.5 Monmilk 500ml = ￥ 5 Monmilk 1L = ￥ 10Monmilk is priced 20% higher than

Sanyuan with aim of maximizing profit in its niche

8a. Promo

TV advertising Public benefits Activities Package sale promotions

8a. Promo

TV advertising

8a. Promo

Public benefits Activities

8a. Promo

Package sale promotionsBuy 1 take 1 Buy 5 take 1

8b. Competitor Promo

TV advertising

9. Monmilk is distributed nationwide

Supermarket, mini stores, convenience shops, restaurants, wholesale stores

Nationwide Pick-up by customers Cash and credit transaction

10. Monmilk is a niche leader

Monmilk is the first one enter the milk industry in China.

It benefit from his good will and image.

It has excellent quality, premium priced, excellent distributed services.

Summary

5 Moves to target and position

1. Monmilk PTM are all people2. Who want to be healthy3. Can choose Yeale etc.4. Gap is other brands focus on flavors5. The market size is ￥ 36 billion,

monmilk niche is ￥ 10.8 billion

5 moves to mix and strategize

1. Monmilk is a white nutritious liquid 2. Is 20% premium3. Uses TV, magazine, newspaper4. Is distributed nationwide5. Uses a niche approach to win

10 STEP Marketing Plan for Monmilk

Macy YuanOct 2010

V52. 10 steps marketing plan for monmilk yuan jiao

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