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） 高钙牛奶 折桂香港(High calcium milk with Hongkong) 2000-12-24 Author: Zhou Zhimin, Lu Taihong I often hear some business people sigh; now the market situation is "but much less porridge", to a foothold in the market is difficult! At first glance, they worry seems very reasonable. But calmly think about why many businesses only know how to do everything possible to occupy a small market existing, and not the conversion of business ideas, the market "cake" bigger? This kind of management thought is feasible? The answer is yes. In March 1993, Hongkong milk company successfully promoted "high calcium milk" marketing case is a good evidence. I. market background As early as in 1991 and 1992, milk companies have marketed their products to "fresh milk" and "skimmed milk" respectively. Despite hard work, the sales were flat. Where was the problem? Originally, the Chinese and foreign milk brands named "fresh" and "skimmed" were not in the market at the time of the Hongkong market, and the products of the milk company could not attract consumers if there were no unique selling points for the products of the one or two. Faced with such fierce competition, the milk company was at a loss what to do. Two, the formation of product concept The formation of product concepts often comes from the minds of consumers, and a consumer survey shows that a considerable number of people in Hongkong are beginning to realize the important role of calcium in the prevention of osteoporosis. This information gives sensitive milk company creative inspiration: why don't you join the people easy to absorb the calcium in milk, launched the "high calcium milk" to the market? At that time, the "high calcium milk" in some developed countries is not what new products, but in Hongkong, "Gao Gainiu milk" is new the concept of. Milk companies are pleasantly surprised to find that once consumers are able to embrace this brand new concept. Then the milk market will emerge new market space milk market "cake" was bigger. At the same time, as a product innovator, milk companies are prone to "preconceived" effects in the minds of consumers. In addition, there are some consumers worry about drinking milk fat intake too much fat, and low-fat milk taste is usually not delicious, "the characteristics of calcium milk fat and delicious just can eliminate their concerns. The time has come! Three, find guidance, find the target market Modern marketing theory tells us not to expect a product to be accepted by all consumers, but through market segmentation to find the most suitable target market for sales. To this end, the milk company has done a lot of research work, and found that in Hongkong, there are people with osteoporosis risk of 25 - 40 year old majority of women. Based on the "high calcium milk" can prevent osteoporosis effect and degreasing and delicious features, milk company decided to find the target market in this age of women. "Calcium milk" in Hongkong is a new product, thus only innovative consumers can try to buy, but usually educated and high income people can become innovative consumers with innovative spirit. Taken together, the milk company has targeted consumers at 25 - to 40 - year - old, educated, higher - earning women. The target market has not received much attention in the past few years, so the milk company will face a whole new consumer group, which is no small challenge. Four, marketing mix strategy (I) product strategy In order to open up a new milk market, the milk company has developed a new product - "high calcium milk"". In addition to calcium rich, the new product retains the past fresh, delicious, degreasing characteristics, in order to those who are heavy texture and worry about the fat intake of consumers to choose. As part of the new product, the milk company has completely updated its packaging. In the "sugar beauty" packaging, the company made a strong propaganda about the characteristics of the new product. (two) price strategy There are usually three pricing methods for new products: skimming pricing, penetration pricing and reasonable pricing. The milk company considers the use of skimming pricing, Consumers may not be willing to pay a high price for an unfamiliar product; if they adopt the penetration pricing method, the product image of "high calcium milk" may be damaged. As a result, milk companies have adopted a "eclectic" approach to pricing reasonably and placing prices at the average price of their major competitors. (three) distribution strategy A successful distribution strategy is to place the product where the target consumer can easily buy it. The distribution strategy is well represented by the milk company. They concentrated "high calcium milk" on supermarket chains in many major neighborhoods and Japanese supermarkets, where target consumers often visited. At the same time, customers in these shops are most likely to move brand interest, which is very conducive to new products "high calcium milk" into the market. In many convenience stores, the milk company mainly put small package products, so that it is easy to buy and drink. (four) promotion strategy Simply put, "high calcium milk" to the ultimate interest of consumers is to strengthen the body. To deliver such a message to consumers requires not only the advertising of the mass media, but also the recommendation of medical experts. Milk companies advertise mainly through television media. Its TV ads were very successful. In advertisements, the hidden dangers of osteoporosis in young and middle-aged women are expressed in an elegant manner, while the interest commitment of "high calcium milk" is transmitted to the advertising audience in a direct and very believable manner. Although the cost of advertising is not large, it has a great effect on target audience: brand recognition rate and advertising recognition rate are as high as 87% and 76% respectively. In addition to television advertising, the milk company also prints advertisements in Hongkong's major newspapers and magazines, demonstrating the effectiveness of "high calcium milk" by more detailed explanations. To enable consumers to believe that "high calcium milk" fitness effect, it is best to have medical experts recommend as support. The dairy company is acutely aware of this. They sent publicity materials to more than 1800 doctors and nutritionists in the region -- leaflets on osteoporosis and new product profiles. The milk company hopes to increase the credibility of the new product by spreading medical leaflets to target consumers through medical experts. To this end, the company often sponsored some medical forum activities, won the favor of the medical profession. At the 1993 food fair, the milk company successfully promoted the effectiveness of "high calcium milk" through senior nutrition experts and received good response. Five, fruitful results Milk company launched the success of "high calcium milk", due to advertising and medical experts good publicity, the product on the side of the city by the consumer acceptance and love, the actual sales doubled than expected. The milk company is far ahead of the competition in the consumption of milk on the market, the market share accounted for 56%, while the milk in the dairy market share also rose from 54% to 70%, which greatly strengthened its market leader. To this end, the milk company won the 1993 annual HKMA/TVB outstanding marketing award of the crown, and its excellent TV advertising has also won an outstanding television advertising award. The success of the Hongkong milk company once again demonstrates the effectiveness and value of marketing theories, methods and strategies. We can not rely solely on the scientific and professional marketing to win the market, which is the greatest inspiration for the "high calcium milk" case. Introduction to Hongkong (HKMA/TVB) distinguished Marketing Award Over the years, marketing has made a great contribution to the prosperity of Hongkong's economy. Therefore, the Hongkong Management Association (HKMA) Marketing Management Committee proposes to commend and commend the outstanding examples in this field. Since 1985, the Committee has organised an annual award for excellence in marketing awards, which has been in existence for 13 years (not for 1996). In 1989, Hongkong radio and television (TVB) began sponsoring and supporting the award.