贝因美婴儿奶粉

贝因美婴儿奶粉 贝因美婴儿奶粉:差异化营销巧占市场 安徽阜阳的劣质奶粉事件引发了社会各界多角度的反思，在许多报刊纷纷责难劣质奶粉制造厂家的同时，业内有关人士有苦难言，感慨万千:若不是婴儿奶粉的市场竞争出乎异常的惨烈，谁愿意生产祸国殃民的低档劣质奶粉, 的确，近几年来，婴儿奶粉行业的竞争激烈程度超过了一般人的想象，但是，真的没有运作、抢占市场的机会了吗,真的非走低档杂牌路线不可了吗,近几年，贝因美婴儿奶粉的快速成长案例，希望能给一些处于苦恼、迷茫期的企业某些启示: 三年前，笔者空降贝因美公司时，公司产品的市场格局大致如下:主导产品营养米粉虽在华东地区占据领先地位，但增长停滞;磨牙饼干及葡萄糖类虽增长较快，但受市场规模的限制，对销售总额的贡献非常有限，公司急需要新产品的上市以保持持续的增长。于是，市场容量大(年规模超60亿元)，又处于快速成长期的婴儿奶粉进入决策层的视野。 当时公司高层对是否上马婴儿奶粉项目的分歧很大，一方认为，婴儿奶粉市场竞争过于激烈，综合实力并不强大的贝因美公司盲目做奶粉不啻是以卵击石，必败无疑。他们的判断是基于如下的竞争环境分析: 在高端婴儿奶粉市场，以“惠氏”、“美赞臣”为首的外资品牌，凭借专业药厂制造优势，主要采用医务推广为主(核心为游说医生，医务讲座，一对一数据库营销)，专业杂志及电视媒体为辅的营销模式，以大城市为中心辐射周边地区，攻城掠地，销量连年攀升。 在中高端婴儿奶粉市场，以“多美滋”、“力多精”为首的外资品牌，凭借多年的奶粉行业运作经验，宰获颇丰。特别是多美滋采用强医务推广及强广告拉动的推广模式，以华东为据点，拓展全国，在富绕的上海、浙江、江苏等省份，第一品牌地位不可动摇。 在中低端婴儿奶粉市场，以三鹿、伊利、完达山为首的本土奶业品牌，凭借低成本奶源等资源优势，不甘示弱，采用消费品公司最常用的央视广告推广为主、终端导购为辅，在中国广袤的农村及中小城市，销量占据明显的优势地位。 还有就是在低档市场，各种杂牌奶粉( 也包括劣质奶粉)采用利润驱动型的通路模式(即从出厂价到零售价之间的利润巨大 ，促使经销商及零售商为了获取更高利润而主动向顾客推荐购买的 方式 )，横行于消费能力低下的贫困农村地区。 and other bad habits. Implementation to grab at the front, the maximum possible for jobs initiative to achieve efficient service. To carry forward the meticulous, detailed style. In the Office is no small matter. Business services a small mistake, it is possible to order at its meetings disrupted the entire, feedback on the content and timing a bit negligent, it could work in a passive position, slightly poor reception, may affect the image of a place and unit. Therefore, the Office staff with a high degree of professionalism and responsibility, serious and responsible, meticulous, careful to do everything to ensure that globalSmoothly. To carry forward the hard work, honest style. Adhere to the "Ning public and poverty, is not private and rich" old adage, bearing in mind the purpose of serving, consciously resist the erosion of various corruption and self-discipline, integrity, do not take leadership on behalf of the Office for personal affairs, not banner of leading organs of self-serving, and always maintain and carry forward the fine style of hard work, thrift and career, be honest and upright. Comrades, Government Office work task is glorious, a great responsibility. Hope the city's system of Government Office around the overall situation, pay attention to implementation of work in the purpose, give full play to staff aides, integrated and coordinated implementation, supervision, service functions, close contact, strengthen coordination, collaboration, efforts for grass-roots leadership services, service, quality and level of services for the masses to push to a new level. 2003 annual summary meeting of the Office of the municipal government reports on innovation 根据以上分析，大多数推广模式:医务,广告,终端,数据库,利润驱动, 各类品牌市场推广尽展风流 ，该用的都用了。而且以公司实力而言，惠氏、美赞臣、雀巢(力多精)乃世界500强，伊利、三鹿、完达山乃中国奶业前5强;就顾客产品品质心理认知而言，前者是专业药厂或世界第一的食品公司制造，后者有优质奶源为后盾.....无论从哪一角度，白手起家的贝因美公司似乎都没有起码的优势，凭什么进军婴儿奶粉市场, 真的没有机会，真的没有优势了吗,凡事事在人为，最强大的敌人也有薄弱的一面，最弱小的企业也有闪闪发光点。经过忙碌又谨慎的市场调查与分析，笔者总结出以下市场机会点和贝因美公司的相对优势。 市场机会点: 1、国内生活水平日益提高，高品质的婴儿奶粉需求在急速扩大，增长率在中低档婴儿奶粉的三倍以上。 2、顾客调查明，母亲是婴儿奶粉的重度购买群体，她们本身不专业，但容易相信专家;本能认为奶粉价格贵一点，品质好一点;宝宝是家庭的希望，在孩子身上化的钱越多，心越安;希望宝宝永远健康，快乐，幸福。而当时的奶粉多数停留在品质安全的产品特点层面，心理层面的宣传并不多见。 3、在中国广袤的二三线城市和乡镇，按部就班的外资品牌由于多方面原因，近年来尚无力顾及。 4、在日化、保健品产业盛起的“终端导购”营销策略尚没有在婴儿奶粉行业广泛推广。 5、国内尚没有一个专业只做婴儿奶粉的公司和品牌。(对三鹿、伊利而言，液体奶是他们的主力产品，婴儿配方奶粉仅是辅助性产品) 6、奶粉制造属于高度成熟型行业，高科技成分不多，产品制造的门槛低(但品牌认知壁垒高) 贝因美公司优势: and other bad habits. Implementation to grab at the front, the maximum possible for jobs initiative to achieve efficient service. To carry forward the meticulous, detailed style. In the Office is no small matter. Business services a small mistake, it is possible to order at its meetings disrupted the entire, feedback on the content and timing a bit negligent, it could work in a passive position, slightly poor reception, may affect the image of a place and unit. Therefore, the Office staff with a high degree of professionalism and responsibility, serious and responsible, meticulous, careful to do everything to ensure that globalSmoothly. To carry forward the hard work, honest style. Adhere to the "Ning public and poverty, is not private and rich" old adage, bearing in mind the purpose of serving, consciously resist the erosion of various corruption and self-discipline, integrity, do not take leadership on behalf of the Office for personal affairs, not banner of leading organs of self-serving, and always maintain and carry forward the fine style of hard work, thrift and career, be honest and upright. Comrades, Government Office work task is glorious, a great responsibility. Hope the city's system of Government Office around the overall situation, pay attention to implementation of work in the purpose, give full play to staff aides, integrated and coordinated implementation, supervision, service functions, close contact, strengthen coordination, collaboration, efforts for grass-roots leadership services, service, quality and level of services for the masses to push to a new level. 2003 annual summary meeting of the Office of the municipal government reports on innovation 1、“贝因美,您的育婴专家”品牌优势:贝因美，取“宝贝因你而健康美丽”之意，品牌联想丰富(如婴儿的，爱心的，温馨的，美好的等);“您的育婴专家”则是贝因美十年如一日的品牌口号，进一步体现着“专业的，有知识的，安全的，权威的”等品牌内涵。这种因品牌命名及口号所带来的专业优势，乃独一无二，不加利用，岂不可惜。 2、顾客连带消费优势:贝因美主力产品营养米粉入市多年，有许多忠诚的顾客群，调查表明，品牌美誉度和忠诚度均比较不错，有70%的目标顾客群能将贝因美与婴幼儿食品密切联系起来。只要贝因美婴儿奶粉上市，她们“爱屋及乌”较容易购买贝因美的奶粉。 3、产品互动推广优势:婴儿(配方)奶粉是宝宝的主食，营养米粉和磨牙饼干、婴儿葡萄糖则属于辅食大类，宝宝的喂养主辅食互为补充，缺一不可。买奶粉送米粉或磨牙饼干，买米粉送奶粉(试用装)等，这样既可促进产品的购买，又可扩大目标群体的试用，可谓一箭双雕。 、人力资源和企业文化的相对优势:虽然贝因美仅是个中型企业，但由于总裁谢宏先 4 生乃生下海(15岁上大学，高校出身)，企业文化独特，管理团队和员工凝聚力强，各类人才济济。内部相对于僵化的国企外企，比较灵活，有一定的机制优势。 5、一定的销售网络优势:婴幼儿营养米粉的销售网络几乎与婴儿奶粉的销售渠道完全重合，因为企业多年的信誉而培养起来的许多铁杆经销商，则同样是贝因美奶粉拓市的宝贵财富。贝因美的销售队伍，经过多年的一线磨练，与同类型公司比较，具有特有的吃苦耐劳、兢兢业业精神和终端服务至上的意识，要铺设一条畅通的奶粉销售通路应无问。 虽然前途坎坷，但基于以上市场机会和公司优势的分析，我们果断决定快速挺进婴儿奶粉市场，并以“抓住机会，扬长避短”“集中资源，避实就虚”的差异化营销为原则制定了如下策略: 一、目标群体的精确锁定 经谨慎的分析抉择，我们锁定了具有以下特征的贝因美奶粉顾客群体: 1、年龄:22~35岁有0~3岁的年轻妈妈 2、家庭月收入:中等及以上(2000元/月以上) and other bad habits. Implementation to grab at the front, the maximum possible for jobs initiative to achieve efficient service. To carry forward the meticulous, detailed style. In the Office is no small matter. Business services a small mistake, it is possible to order at its meetings disrupted the entire, feedback on the content and timing a bit negligent, it could work in a passive position, slightly poor reception, may affect the image of a place and unit. Therefore, the Office staff with a high degree of professionalism and responsibility, serious and responsible, meticulous, careful to do everything to ensure that globalSmoothly. To carry forward the hard work, honest style. Adhere to the "Ning public and poverty, is not private and rich" old adage, bearing in mind the purpose of serving, consciously resist the erosion of various corruption and self-discipline, integrity, do not take leadership on behalf of the Office for personal affairs, not banner of leading organs of self-serving, and always maintain and carry forward the fine style of hard work, thrift and career, be honest and upright. Comrades, Government Office work task is glorious, a great responsibility. Hope the city's system of Government Office around the overall situation, pay attention to implementation of work in the purpose, give full play to staff aides, integrated and coordinated implementation, supervision, service functions, close contact, strengthen coordination, collaboration, efforts for grass-roots leadership services, service, quality and level of services for the masses to push to a new level. 2003 annual summary meeting of the Office of the municipal government reports on innovation 3、母亲学习:高中为主，初中为辅，再次为大专生 4、职业:普通工人和个体工商户为主，专业技术人员次之，办公室白领及政府公务员非公司奶粉主力购买群。 5、地理位置:中小城市及大城市郊县，重点乡镇为主，城市中心区为辅。 6、心理及行为特征:喜欢看婴幼儿专业杂志，晚上喜欢言情类电视剧，育儿知识来源于专业杂志书籍，长辈及医生;相信专家不崇洋媚外;希望宝宝幸福快乐;自己向往有个性的生活。 以上目标群体与外资品牌的“三高”群体(高收入、高学历、高地位)相比有明显的差异性。目标群体所构成的需求即是目标市场，目标市场属于营销战略范畴，而战略决定成败，贝因美婴儿奶粉目标市场的精确锁定，至少意味着成功了一半(后来事实证明，凡是违背目标市场的营销举措如奶粉在上海和北京的销售均举步惟艰)，以下的策略均围绕着目标顾客而制定 二、产品及品牌定位差异化 产品定位――国产高档精品奶粉――这是一个巨大的市场空缺，高档婴儿奶粉一直是外资品牌的天下，国产婴儿奶粉一直给人的感觉是大众化，档次不高，市场上几乎没有高端定位的国产婴儿奶粉。那对婴儿奶粉有高品质追求，但同时又不喜欢外国品牌的顾客而言(一年后，洋品牌品质事件爆发，国产高端奶粉的需求进一步激发)，该购买什么呢,顾客调查表明，至少有20,的目标顾客有这样的购买心理。 这是难得的市场机会，我们果断高价定位，罐装零售价128元，袋装38元，比惠氏、美赞臣略低5,,10,，但已经跻身高端婴儿奶粉品牌阵营。之所以略低定价，是给顾客以“相同品质，更加实惠”(与惠氏等相比)即物超所值的价值认知感觉。何况这样的高端定位，已经有足够的毛利空间进行差异化市场运作。 婴儿奶粉品牌定位――贝因美婴幼儿专用奶粉，中国宝宝第二餐――这是我们的广告口号，也是奶粉的品牌诉求点。顾客既相信专家，也相信专业。惠氏、美赞臣是药厂，固然安全，但不是婴儿食品的专家;三鹿、伊利固然知名度高，但更多的是液体奶和成人奶粉的知and other bad habits. Implementation to grab at the front, the maximum possible for jobs initiative to achieve efficient service. To carry forward the meticulous, detailed style. In the Office is no small matter. Business services a small mistake, it is possible to order at its meetings disrupted the entire, feedback on the content and timing a bit negligent, it could work in a passive position, slightly poor reception, may affect the image of a place and unit. Therefore, the Office staff with a high degree of professionalism and responsibility, serious and responsible, meticulous, careful to do everything to ensure that globalSmoothly. To carry forward the hard work, honest style. Adhere to the "Ning public and poverty, is not private and rich" old adage, bearing in mind the purpose of serving, consciously resist the erosion of various corruption and self-discipline, integrity, do not take leadership on behalf of the Office for personal affairs, not banner of leading organs of self-serving, and always maintain and carry forward the fine style of hard work, thrift and career, be honest and upright. Comrades, Government Office work task is glorious, a great responsibility. Hope the city's system of Government Office around the overall situation, pay attention to implementation of work in the purpose, give full play to staff aides, integrated and coordinated implementation, supervision, service functions, close contact, strengthen coordination, collaboration, efforts for grass-roots leadership services, service, quality and level of services for the masses to push to a new level. 2003 annual summary meeting of the Office of the municipal government reports on innovation 名度，不能代表在婴儿食品行业的专业性。有且只有贝因美，是专注做婴儿食品的，特别在奶粉类别，贝因美只生产婴儿奶粉系列，所以，我们很有理由推出“贝因美――婴儿专用奶粉”的品牌定位，抓住目标顾客相信专家，崇尚专业的消费心理，巧妙占据消费认知的制高点，将“贝因美婴儿奶粉与婴儿专用奶粉”紧密的联系起来～ “母乳是宝宝最好的第一餐，那第二餐呢,贝因美婴幼儿专用奶粉，专为中国宝宝研制„..中国宝宝第二餐～贝因美婴幼儿专用奶粉”，中国宝宝第二餐的诉求，更是巧妙的将贝因美奶粉与母乳等同起来，品牌,品类，这是品牌诉求的至高境界(如: “果冻我要喜之郎”，果冻,喜之郎，喜之郎,果冻，这是品牌品类诉求的经典之作)，而且给顾客以强烈的心理暗示，容易产生丰富的正面联想，比如“母乳是最好的，那号称第二餐的贝因美奶粉也应该是最好的”“中国宝宝第二餐，看来专为中国的宝宝研制，应该是更加专业，更加可靠”“既然敢自称婴儿专用奶粉，口号大气，应该是大公司出品，品质，营养，应该更有保证。” 虽然当初产品上市初期，由于经费的限制和策略的需要，我们没有马上投放电视广告。但“婴儿专用奶粉”的定位则是一开始就确定的，它自始而终贯穿着产品和品牌运作的整个过程，比如在传单、礼袋、生动化用品、平面广告上面的诉求始终体现“婴儿专用奶粉”的定位。一年以后，随着其他策略的运用而导致的产品销量的稳步上升，我们在重点区域投放了上述定位的广告，地方销量的再次增长立竿见影，贝因美奶粉的市场地位又有了进一步提升。 三、产品成份及包装的差异化 我们定位于“国产高档精品奶粉”，因而产品品质必然须是一流的，至少在营养成份、口感、冲调等方面均不应弱于高档产品，幸好奶粉是高度成熟型产品，公司的研发部门根据高品质的定位要求，所开发出来的产品基本与我们的设想吻合。(2003年7月，“母婴世界”杂志所独立开展的“婴儿奶粉十大妈妈满意品牌”调查表明，贝因美的满意度位居高档奶粉及国产奶粉中的第一位～) 同时，考虑到与现有国产奶粉的差异性，我们率先在婴儿奶粉中添加“DHA，AA”营养成份，“DHA AA”的合理配比，能更加促进宝宝智力和视力的发育，此配方在外资高端奶粉中刚刚采用，但在国内奶粉中却很少见。时间就是财富，我们决定抢时间差，果断率先添加and other bad habits. Implementation to grab at the front, the maximum possible for jobs initiative to achieve efficient service. To carry forward the meticulous, detailed style. In the Office is no small matter. Business services a small mistake, it is possible to order at its meetings disrupted the entire, feedback on the content and timing a bit negligent, it could work in a passive position, slightly poor reception, may affect the image of a place and unit. Therefore, the Office staff with a high degree of professionalism and responsibility, serious and responsible, meticulous, careful to do everything to ensure that globalSmoothly. To carry forward the hard work, honest style. Adhere to the "Ning public and poverty, is not private and rich" old adage, bearing in mind the purpose of serving, consciously resist the erosion of various corruption and self-discipline, integrity, do not take leadership on behalf of the Office for personal affairs, not banner of leading organs of self-serving, and always maintain and carry forward the fine style of hard work, thrift and career, be honest and upright. Comrades, Government Office work task is glorious, a great responsibility. Hope the city's system of Government Office around the overall situation, pay attention to implementation of work in the purpose, give full play to staff aides, integrated and coordinated implementation, supervision, service functions, close contact, strengthen coordination, collaboration, efforts for grass-roots leadership services, service, quality and level of services for the masses to push to a new level. 2003 annual summary meeting of the Office of the municipal government reports on innovation 了“DHA AA”,并将之作为产品价值宣传的支撑点之一。后来的忠诚顾客调查表明，“特别添加DAH，AA”是目标消费群体中一项非常重要的购买动机。 产品配方的相对差异化还不够，我们精益求精，在包装形态上寻求新的突破，最终，我们选定有封口拉链的立袋作为袋装奶粉的包装，原因有三，之一，封口拉链包装，更安全、卫生，还能更防潮，给顾客多一点购买的理由;之二，立袋正面面积大，有利于终端陈列面的抢占，陈列醒目，有利于顾客眼球的吸引;之三，市面上，竞品奶粉尚无一采用，我们率先采用，这也是差异化策略的需要～ 四、重点销售区域选择的差异化 大城市，是“三高”顾客群体密集地，外资品牌重兵投入，但二、三线城市和乡镇却比较忽视。既然我们直接锁定“惠氏、美赞臣”为竞争对手，为什么不避实就虚,既然我们锁定的目标顾客是“两低一高者”，而这些顾客也正分布在众多的二三线城市和富裕的乡镇，我们为什么不迎其所好,结合贝因美原有的销售通路，我们将浙江省的县级城市和中西部部分省市的部分地区作为重点销售区域。果不出所料，贝因美奶粉上市后，奶粉销量前列的终端均位于我们锁定的重点销售区域之内。 五、市场推广的差异化 贝因美仅是中型企业，不可能象三鹿、伊利一样有巨额的广告投入，也不可能象外资品牌一样巨资投入医务推广系统。没有推广经费,怎么办,有办法，用终端导购推广策略～在保健品业已经盛行的导购策略被我们系统运用到高端奶粉领域。“临门一脚”比广告更有效～而且产品上市初期不必现金投入，数百名的导购基本工资也就10来万元，这一点公司还承担得起，至于导购的奖金则是按销售数量提成，有了销量，资金问题自然会迎刃而解。 很快，在重点省市的二三线城市，“有贝因美导购的终端必须销售贝因美奶粉，有贝因美奶粉铺市的终端必须上贝因美导购”作为铁的命令强制推行。而且我们给终端导购的定义是现场的“育婴顾问”，既推销产品，又散发传单和试用装作品牌推广工作，还要尽可能解答顾客的育婴方面遇到的问题，以时时体现“贝因美――您的育婴专家”品牌形象。 and other bad habits. Implementation to grab at the front, the maximum possible for jobs initiative to achieve efficient service. To carry forward the meticulous, detailed style. In the Office is no small matter. Business services a small mistake, it is possible to order at its meetings disrupted the entire, feedback on the content and timing a bit negligent, it could work in a passive position, slightly poor reception, may affect the image of a place and unit. Therefore, the Office staff with a high degree of professionalism and responsibility, serious and responsible, meticulous, careful to do everything to ensure that globalSmoothly. To carry forward the hard work, honest style. Adhere to the "Ning public and poverty, is not private and rich" old adage, bearing in mind the purpose of serving, consciously resist the erosion of various corruption and self-discipline, integrity, do not take leadership on behalf of the Office for personal affairs, not banner of leading organs of self-serving, and always maintain and carry forward the fine style of hard work, thrift and career, be honest and upright. Comrades, Government Office work task is glorious, a great responsibility. Hope the city's system of Government Office around the overall situation, pay attention to implementation of work in the purpose, give full play to staff aides, integrated and coordinated implementation, supervision, service functions, close contact, strengthen coordination, collaboration, efforts for grass-roots leadership services, service, quality and level of services for the masses to push to a new level. 2003 annual summary meeting of the Office of the municipal government reports on innovation 在我们重点投入导购又恰是外资品牌无导购的二三线城市，贝因美导购策略(另加上常规的买赠促销策略)，作为差异化营销的最后一环，终于不辱使命，成功的“临门一脚”，为贝因美婴儿奶粉的上市和推广画上了完美的句号。 总而言之，基于目标顾客选择差异化，国产高档奶粉定位差异化，婴儿专用奶粉定位专业化，产品成分和包装差异化，销售区域选择差异化和终端导购推广的差异化，贝因美婴儿奶粉上市后，销量一路攀升，市场地位日益提高，如今，已经是浙江省国产婴儿奶粉的第一品牌，所有婴儿奶粉中的第三品牌(在浙江，销售额超过了所谓的美国销量第一的品牌――美赞臣!),在中西部(如重庆、湖南等省)的部门地区已经俨然成为当地高档婴儿奶粉中的第一品牌～ 市场是无情的，但市场的机会无时不在，只要精心策划，只要“资源集中，发挥优势”，只要充分理解“差异化”营销之精要并加以灵活运用，市场的奇迹一定会产生～谨以此文献给中国本土资源相对有限、销售增长乏力，但仍在发奋图强、不断进取的中小企业～ and other bad habits. Implementation to grab at the front, the maximum possible for jobs initiative to achieve efficient service. To carry forward the meticulous, detailed style. In the Office is no small matter. Business services a small mistake, it is possible to order at its meetings disrupted the entire, feedback on the content and timing a bit negligent, it could work in a passive position, slightly poor reception, may affect the image of a place and unit. Therefore, the Office staff with a high degree of professionalism and responsibility, serious and responsible, meticulous, careful to do everything to ensure that globalSmoothly. To carry forward the hard work, honest style. Adhere to the "Ning public and poverty, is not private and rich" old adage, bearing in mind the purpose of serving, consciously resist the erosion of various corruption and self-discipline, integrity, do not take leadership on behalf of the Office for personal affairs, not banner of leading organs of self-serving, and always maintain and carry forward the fine style of hard work, thrift and career, be honest and upright. Comrades, Government Office work task is glorious, a great responsibility. Hope the city's system of Government Office around the overall situation, pay attention to implementation of work in the purpose, give full play to staff aides, integrated and coordinated implementation, supervision, service functions, close contact, strengthen coordination, collaboration, efforts for grass-roots leadership services, service, quality and level of services for the masses to push to a new level. 2003 annual summary meeting of the Office of the municipal government reports on innovation