V52. 10 steps marketing plan for monmilk yuan jiao

http://macyyuan.blogspot.com
10 STEP
Marketing Plan for Monmilk
Macy Yuan
Oct 2010

5 Steps for Part 1
(PTM and Positioning)
1. Monmilk PTM are all people
2. Who want to be healthy
3. Can choose Yeale etc.
4. Gap is other brands focus on flavors
5. 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% premium
3. Uses TV, magazine, newspaper
4. Is distributed nationwide
5. 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 need
To be healthy and have beautiful skin
Consumer choose Monmilk over other milk
because of …
Taste, freshness, flavor, package, famous
company, brand
Consumers 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 Matrix
Price/
Age Matrix
0-3 yrs 4-29 yrs 30-49 yrs 50 yrs up
High
Price
Duomex Monmilk
Low
Price
Yeale Guangming Yangguang Sanyuan

Momilk unique positioning is
show in this competitive map

4. Monmilk positions strongly
in 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 good

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 = ￥10
Monmilk 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 promotions
Buy 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 people
2. Who want to be healthy
3. Can choose Yeale etc.
4. Gap is other brands focus on flavors
5. 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% premium
3. Uses TV, magazine, newspaper
4. Is distributed nationwide
5. Uses a niche approach to win

V52. 10 steps marketing plan for monmilk yuan jiao

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