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10 STEP Marketing Plan for Monmilk
Macy YuanOct 2010
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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
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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
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Positioning to the Primary Target Market
Part 1:Steps 1 to 5
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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)
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Influencing Buyer Behavior
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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.
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3a. Monmilk has many formidable competitors
Direct: Yeale, Guangming(bright), Taizi, Sanyuan,yangguang,
Indirect: fruitshake, beverage, coffee,
Variables: Price, packaging, flavor,availability,brand
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3b. Competitive Position Map
Determine the 2 most critical Variables Make a position map plotting the
different competitors
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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
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Momilk unique positioning is show in this competitive map
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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
good
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5a. Based on competitor data, milk market is ¥ 36 billion
http://www.china.org.cn/business/news/2009-01/14/content_17105973.htm
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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
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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
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The marketing Mix Strategy
Part 2:Steps 6 to 10
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6a. Monmilk category is dominated by 4 major brand
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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
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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
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8a. Promo
TV advertising Public benefits Activities Package sale promotions
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8a. Promo
TV advertising
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8a. Promo
Public benefits Activities
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8a. Promo
Package sale promotionsBuy 1 take 1 Buy 5 take 1
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8b. Competitor Promo
TV advertising
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9. Monmilk is distributed nationwide
Supermarket, mini stores, convenience shops, restaurants, wholesale stores
Nationwide Pick-up by customers Cash and credit transaction
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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.
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Summary
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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
http://macyyuan.blogspot.com
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
http://macyyuan.blogspot.com
10 STEP Marketing Plan for Monmilk
Macy YuanOct 2010