Year Consulting Project for CP-Meji Milk
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CP-Meiji Co, Ltd is one of the largest manufacturers and distributors of dairy products in Thailand. It was co-founded by the Charoen Pokphand Group and Meiji Dairies Corporation, the company that revived the real fresh milk market in Japan and the owner of world-class dairy manufacturing technology. And CP-Meiji is delivering the quality of freshness to customers by carefully selecting the freshest natural ingredients and manufacturing them with high-technology process. But in the new Hong Kong market, some problems may still occur in the product market of Meiji Milk. The first one is there is not enough market visibility and brand awareness since CP-Meiji just entered Hong Kong market compared with those traditional local milk brands and world famous brank. Next, a few marketing promotion is applied to the Meiji. Lacking of brand image is also the severe problem laying on the development of Meiji Milk. The objective of our project is to make a marketing strategy plan according to the customer questionnaires collected in Hong Kong market, which can improve and stimuli the product sales volume and gain the market share from other main competitors. Including: - Respondent profile Ana - Analysis the effect of Social Media for Meiji - Price Analysis - Brand Image Analysis
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Year Consulting Project for CP-Meji Milk
- 1. Marketing Research for Meiji Milk By Group ERA
- 2. PART ONE Our Vision & Tasks
- 3. We Focus on 4 Products 4.3 Deluxe Milk Skimmed Milk High Calcium Low Fat Milk Fresh Milk
- 4. Which Problems of Meiji ? 1 2 3 No Enough Market visibility Few Marketing Promotion Lack of Brand image
- 5. 15%25%60% Priority 3 Figuring out a best promotion way for products. Priority 2 Using online social media like Facebook and Twitter to promote milk products.. Priority 1 Our most 3 important tasks Hold a promotion event at a place with higher visitors flow rate.
- 6. PART TWO Our Methodologies
- 8. A Conduct 300 questionnaires that involved 4 Meiji’s products equally. Questionnaire Conduct 6 people interview individually that concentrates on the main area we concerned. Focus Group
- 9. B Confirm attendees of focus group Collect data There will be 3 steps in total. Before the first step, we will confirm the attendees of interview and organize the focus group, doing a descriptive research. Calculation, evaluation, and analysis Final summary & report
- 10. C Focus Group Why and When we will have Focus Group? • Before designing questionnaires, we will do a descriptive research through focus group • Collecting interesting and important information, which will guild questionnaire design
- 11. PART THREE Focus Group
- 13. Good milkNutrition, especially for kids When given a few options, most participants thought nutrition and brand better. At first, participants thought high- temperature killing was better. Fatness 3 of 5 participants
- 14. SelectionChoosing for family and kids For loyalty customer, HKD2 higher is the bottom line. Promotion > Price If Meiji could reduce the price for HKD1 or HKD2, some customers would feel it cheaper.
- 15. PromotionDemo tasting is an important way of promotion The content of information delivered on the social website could be more wider. The kids really want to have a try when watching TV commercial about a kind of milk. Facebook as the best platform
- 16. Perception People’s first impression is “Made in Japan” The fact that Meiji milk is produced in Thailand decreases their confidence on purchasing it Chocolate Many participants think of brand “CP” as brand of dumpling and eggs
- 17. Summary of Focus Group • Group interacting that the individuals have similar or same common interests and characteristics • Allows the study to focus on certain area of the topics • Focus group can be 7-10 people who are unfamiliar to each other • Even if they have totally different responses and ideas in the interviews, it is also acceptable
- 18. Summary of Focus Group 1. Demo Tasting • The easiest and basic way for customers to know and determine whether a product is good or not 2. Price Discount & Event • if customers have high purchase power, they would like to spend a higher price for the product they think is worth 3. Package • Got shocked when we mentioned certain brand in the market packaged as foreign brand with English words is actually local Hong Kong brand 4. Brand Image • Feel good when they thought CP-Meiji Milk is from Japan 5. Family Brand • Most customers think that a brand matter is more trustable no matter what other products they are selling
- 19. PART FOUR Questionnaire Analysis & Recommendation
- 20. Analysis Dimension Brand Image Analysis Customer Profile Analysis Price Design Analysis Demo Tasting Analysis Online Promotion Analysis Package Design Analysis
- 21. Customer Profile Analysis 6% 19% 19% 23% 18% 8% 7% Age Below 18 18 to 25 26 to 30 31 to 40 41 to 50 51 to 60 Above 61 67% 33% Gender Female Male 8% 30% 8% 2% 8% 2% 21% 16% 5% Occupation Blue collars White collars Management Professors Civil servants Enterprise entrepreneur Housewife Student Others 4% 16% 23% 17% 40% Education Primary school or under Secondary school High school Senior college Bachelor degree or above 33% 22% 28% 13% 3% 1% Income HKD 10,000 or below HKD 10,001 to HKD 20,000 HKD 20,001 to HKD 40,000 HKD 40,001 to HKD 60,000 HKD 60,000 to HKD100,000 HKD 100,001 or above
- 22. Package Design Analysis What size of milk do respondents like better? 236ml, 946ml or 1.5-2.0L ? Milk Consumer Meiji Milk Consumer 54%41% 5% Milk Size Preference 236ml 946ml 1.5L-2.0L 42% 50% 8% Milk Size Preference 236ml 946ml 1.5L-2.0L
- 23. Package Design Analysis (cont.) Is attractive packaging a factor influence consumer selection? Milk Consumer Meiji Milk Consumer 78% 2% 3% 7% 5% 5% Attractive Package as Selection Factor Attractive Package is not in consideration Attractive Package is 1st important factor Attractive Package is 2rd important factor Attractive Package is 3rd important factor Attractive Package is 4th important factor 73% 3% 4% 7% 5% 8% Attractive Package as Selection Factor Attractive Package is not in consideration Attractive Package is 1st important factor Attractive Package is 2rd important factor Attractive Package is 3rd important factor Attractive Package is 4th important factor
- 24. Package Design Analysis (cont.) Can attractive packaging attract consumers to try new brand of milk? Milk Consumer Meiji Milk Consumer 86% 14% Attactive Package as Factor to Try New Product Attractive Package is not in consideration Attractive Package is a factor to try new brand milk89% 11% Attactive Package as Factor to Try New Product Attractive Package is not in consideration Attractive Package is a factor to try new brand milk
- 25. Increase current product portfolio, add 236 ml package size milk Do not consider designing attractive package as a way of brand promotion in shot-term. Recommendation 1.What size of milk do respondents like better? 236ml, 946ml or 1.5-2.0L ? 2.Is attractive packaging a factor influence consumer selection? 3.Can attractive packaging attract consumers to try new brand of milk?
- 26. Demo tasting Analysis Can “demo tasting” be a effective way for promotion? 36% 19% 23% 7% 6% 8% 1% Free demo tasting Advertisment on TVC, magazine, online, etc. Price reducing Road show New packaging New flavor milk Others Free demo tasting
- 27. Recommendation Can “demo tasting” be a effective way for promotion? After questionnaire data analysis, we find out that demo tasting is a relatively suitable and effective way for Meiji milk promotion, comparing with other ways, such as price reducing, new packaging and new flavor milk. Furthermore, free demo tasting can save more funds and energy for managements. To some degree, according to its low cost as well as easy operation, we suggestion Meiji milk can properly utilize this way to promote its’ new product and gain more consumers.
- 28. Social media Analysis Which social media is the most suitable one for Meiji milk? 377 respondents checked this option. TVB 417, 52% 60, 8%25, 3% 46, 6% 16, 2% 13, 2% 217, 27% 1st 2nd 3rd fourth fifth sixth unchecked
- 29. Social media Analysis Which social media is the most suitable one for Meiji milk? 577 respondents checked this option. 95, 12% 70, 9% 59, 8% 27, 3% 24, 3% 25, 3% 494, 62% 1st 2nd 3rd fourth fifth sixth unchecked Facebook
- 30. Social media Analysis Which social media is the most suitable one for Meiji milk? Only 101 respondents checked this option. 3, 0% 4, 1% 17, 2% 27, 4% 23, 3% 27, 3% 693, 87% 1st 2nd 3rd fourth fifth sixth unchecked Twitter
- 31. Recommendation Which social media is the most suitable one for Meiji milk? As the results, TVB is the most popular way for consumers to accept, especially the elderly. The second one is Facebook. The last one is Twitter, and only few respondents was interested on it. Thus, we think if Meiji has enough budget, TVB is a good platform to advertise Meiji milk. In addition, as for online promotion, Facebook is a considerable way due to its low cost and convenience for company management. Also, Meiji can combine some coupons with the information presentation on the Facebook websites, maybe this way can attract more consumers.
- 32. Price Analysis 1. Can “low price” affect consumers choosing different kinds of milk ? High Calcium And Low Fat Skimmed
- 33. Price Analysis 1. Can “low price” affect consumers choosing different kinds of milk ? FLAVOURED MILK UHT
- 34. Recommendation 1. Can “low price” affect consumers choosing different kinds of milk ? Among all the four kinds of Meiji milk, totally speaking, customers seem not to pay more attention to the low price when they choose that kind of milk, however, compared with other three kinds milk, flavored milk has more attractiveness in terms of the low price. So if Meiji launches new flavored milk, it should not be charged much higher.
- 35. Price Analysis 2. Can “low price” affect consumers choosing different size package ? 236ML
- 36. Price Analysis 2. Can “low price” affect consumers choosing different size package ? 946ML
- 37. Price Analysis 2. Can “low price” affect consumers choosing different size package ? 1-2L
- 38. Recommendation 2. Can “low price” affect consumers choosing different size package ? The importance of low price driving people to consume different size package of milk is becoming stronger and stronger with the enlargement of package. In other words, Meiji do not worry much about the price of the 236ml size package milk, if they launch it, because people almost do not care about its price being higher by one or two dollars than other milk brands. However, the current size package milk, we mean the current predominant product 946ml and 1-2 liter maybe in the future, should keep an economic price to improve competitiveness.
- 39. Price Analysis 3. How important the “low price” is that affects consumers choosing a milk brand ?
- 40. Price Analysis 4. How “low price” factor affects consumers choosing promotion way ?
- 41. Recommendation 4. How “low price” factor affects consumers choosing promotion way ? When it comes to the promotion where there are also some factors related to price. We can easily find that price reducing and road show are two main methods about promotion that can drive people to try a new milk brand. That means people still trust the price war can give them more benefits, and at the same time, if a Meiji wants to launch a new kind of milk, applying the tactics upon price will be a good choice.
- 42. Price Analysis 5. How “price” factor affects consumers’ perception about Meiji milk ?
- 43. Price Analysis 6. How “price” factor affects Meiji loyal consumers’ choice ?
- 44. Recommendation 5. How “price” factor affects consumers’ perception about Meiji milk ? 6. How “price” factor affects Meiji loyal consumers’ choice ? Meiji products always convey a signal to customers that its products are not cheap, not to mention the milk. Therefore consumers generally having the impression that Meiji milk has a high price would not be of huge surprise. Fortunately, consumers who are more loyal to Meiji milk do not think the high price will block them to purchase Meiji milk, and they believe the good quality and brand more. So that Meiji milk should try to cultivate its loyal customers to hold the market share.
- 45. Brand Image Analysis Milk source preference Japan Thailand Q15_Japan Freque ncy Percent Valid Percent Cumulativ e Percent Vali d 0 205 25.8 25.8 25.8 1 194 24.4 24.4 50.3 2 96 12.1 12.1 62.3 3 84 10.6 10.6 72.9 4 124 15.6 15.6 88.5 5 91 11.5 11.5 100.0 Total 794 100.0 100.0 Q15_Thailand Freque ncy Percent Valid Percent Cumulativ e Percent Vali d 0 657 82.7 82.7 82.7 1 31 3.9 3.9 86.6 2 7 .9 .9 87.5 3 25 3.1 3.1 90.7 4 27 3.4 3.4 94.1 5 45 5.7 5.7 99.7 6 2 .3 .3 100.0 Total 794 100.0 100.0
- 46. Brand Image Analysis(cont.) What is Meiji in your mind? Japanese Brand Q18_JapaneseBrand Frequency Percent Valid Percent Cumulative Percent Valid 0 254 32.0 32.0 32.0 1 333 41.9 41.9 73.9 2 65 8.2 8.2 82.1 3 71 8.9 8.9 91.1 4 49 6.2 6.2 97.2 5 22 2.8 2.8 100.0 Total 794 100.0 100.0 Q18_JapaneseBrand * Q19 Crosstabulation Count Q19 Total 0 1 Q18_JapaneseBrand 0 203 51 254 1 268 65 333 2 47 18 65 3 62 9 71 4 28 21 49 5 20 2 22 Total 628 166 794 Chi-Square Tests Value df Asymp. Sig. (2- sided) Pearson Chi-Square 21.347a 5 .001 Likelihood Ratio 19.639 5 .001 Linear-by-Linear Association 1.246 1 .264 N of Valid Cases 794 a. 1 cells (8.3%) have expected count less than 5. The minimum expected count is 4.60.
- 47. Brand Image Analysis(cont.) Different groups with different promotion Meiji Milk Consumer Q19 * Q28 Crosstabulation Count Q28 Total 0 Blue collars White collars Management Professors Civil servants Enterprise entrepreneur Housewife Student Others Q19 0 15 48 180 48 10 44 12 106 104 29 596 1 0 11 57 18 4 20 2 59 17 10 198 Total 15 59 237 66 14 64 14 165 121 39 794 Chi-Square Tests Value df Asymp. Sig. (2- sided) Pearson Chi-Square 26.827a 9 .001 Likelihood Ratio 30.774 9 .000 Linear-by-Linear Association .914 1 .339 N of Valid Cases 794 a. 3 cells (15.0%) have expected count less than 5. The minimum expected count is 3.49.
- 48. Recommendation CP-Meiji adopts Japanese standard to produce their dairy products. Moreover, CP-Meiji should put milk, eggs and shrimp together to eliminate customers’ consideration. White-collars and housewife are our major customers. Customers want to get special care. CP-Meiji is a good brand, also, CP-Meiji cooperate with Meiji Dairy, it makes Meiji milk better. How “Brand Image” factor affects consumers’ choice ?
Editor's Notes
- Through questionnaire analysis, we hope to understand the effective ways for Meiji to do brand promotion. We performed the data analysis from the following dimensions
- Gender: Over 60% of our respondents are female (67.3%) and around 30% of them are male (32.7%). Age: Most of our respondents are aged between 18 to 50 years old (78.9%). Education: Around 40% of our respondents’ education level are bachelor degree or above Occupation: Among all respondents, top two occupations are White Collars and Housewife. Around 30% respondents are white collars (30.4%) and around 20% ones are housewife (21.2%). Income: Over 50% of our respondents’ income is less than 20,000HKD per month (54.7%).
- Milk Consumer: Over 50% of respondents prefer 236ml package size (53.9%) and around 40% of them like 946ml package size (40.6%). Meiji consumer: Over 40% of respondents who are Meiji consumers prefer 236ml package size (42.3%) and around 50% of them like 946ml package size (50.3%). Through Chi-square evaluation we conclude that in the whole milk market, compared with general milk consumers, Meiji milk consumers have different preference on milk package size. For general milk consumers, they like 236ml better than 946ml, however, Meiji milk consumers like 946ml better.
- Milk Consumer: Almost 80% of respondents don’t think attractive packaging would affect their selection on milk (78.2%). Meiji consumer: More than 70% of respondents who are Meiji consumers don’t think attractive packaging would affect their selection on milk (72.9%). Does this result mean meiji milk consumers care more about package appearance than general milk consumers? Through Chi-square evaluation we conclude that in the whole milk market, No matter whether customers are Meiji milk consumers or not, there is no difference between their attitude towards attractive packages, and majority of them don’t think attractive packaging would affect their selection on milk.
- Milk Consumer: Almost 90% of respondents don’t think attractive package can attract them to try new brand of milk (88.9%). Meiji consumer: 86.1% respondents who are Meiji milk consumers don’t think attractive package can attract them to try new brand of milk. Through Chi-square evaluation we conclude that in the whole milk market, No matter whether respondents are Meiji milk consumers or not, they don’t think attractive package can attract them to try new brand of milk.
- There are relatively big demands on 236ml milk in milk market. In order to retain current Meiji consumers, it is recommended for Meiji to keep current 946ml product portfolio. To increase the loyalty of current Meiji milk and attract new customers Meiji should produce and sell 236ml milk. For the 1.5L-2L volume size milk, currently there is only a small group of customers like it, so it is not recommended Meiji milk to sell this kind of product in short-term. For the package appearance design, majority of milk consumers and Meiji milk consumers didn’t list the attractive packaging as a factor to select milk. It is not recommended Meiji to put great efforts on renewing current package design to increase the attractiveness. For the new brand milk promotion, majority of milk consumers and Meiji milk consumers didn’t think that attractive package design could attract them to try. This is recommended Meiji, when try to promote new product, attractive package should be the last one to be consider and Meiji should put more efforts on other ways of new product promotion.
- There are relatively big demands on 236ml milk in milk market. In order to retain current Meiji consumers, it is recommended for Meiji to keep current 946ml product portfolio. To increase the loyalty of current Meiji milk and attract new customers Meiji should produce and sell 236ml milk. For the 1.5L-2L volume size milk, currently there is only a small group of customers like it, so it is not recommended Meiji milk to sell this kind of product in short-term. For the package appearance design, majority of milk consumers and Meiji milk consumers didn’t list the attractive packaging as a factor to select milk. It is not recommended Meiji to put great efforts on renewing current package design to increase the attractiveness. For the new brand milk promotion, majority of milk consumers and Meiji milk consumers didn’t think that attractive package design could attract them to try. This is recommended Meiji, when try to promote new product, attractive package should be the last one to be consider and Meiji should put more efforts on other ways of new product promotion.
- There are relatively big demands on 236ml milk in milk market. In order to retain current Meiji consumers, it is recommended for Meiji to keep current 946ml product portfolio. To increase the loyalty of current Meiji milk and attract new customers Meiji should produce and sell 236ml milk. For the 1.5L-2L volume size milk, currently there is only a small group of customers like it, so it is not recommended Meiji milk to sell this kind of product in short-term. For the package appearance design, majority of milk consumers and Meiji milk consumers didn’t list the attractive packaging as a factor to select milk. It is not recommended Meiji to put great efforts on renewing current package design to increase the attractiveness. For the new brand milk promotion, majority of milk consumers and Meiji milk consumers didn’t think that attractive package design could attract them to try. This is recommended Meiji, when try to promote new product, attractive package should be the last one to be consider and Meiji should put more efforts on other ways of new product promotion.
- Milk Consumer: Over 50% of respondents prefer 236ml package size (53.9%) and around 40% of them like 946ml package size (40.6%). Meiji consumer: Over 40% of respondents who are Meiji consumers prefer 236ml package size (42.3%) and around 50% of them like 946ml package size (50.3%). Through Chi-square evaluation we conclude that in the whole milk market, compared with general milk consumers, Meiji milk consumers have different preference on milk package size. For general milk consumers, they like 236ml better than 946ml, however, Meiji milk consumers like 946ml better.
- Milk Consumer: Almost 80% of respondents don’t think attractive packaging would affect their selection on milk (78.2%). Meiji consumer: More than 70% of respondents who are Meiji consumers don’t think attractive packaging would affect their selection on milk (72.9%). Does this result mean meiji milk consumers care more about package appearance than general milk consumers? Through Chi-square evaluation we conclude that in the whole milk market, No matter whether customers are Meiji milk consumers or not, there is no difference between their attitude towards attractive packages, and majority of them don’t think attractive packaging would affect their selection on milk.
- Milk Consumer: Almost 90% of respondents don’t think attractive package can attract them to try new brand of milk (88.9%). Meiji consumer: 86.1% respondents who are Meiji milk consumers don’t think attractive package can attract them to try new brand of milk. Through Chi-square evaluation we conclude that in the whole milk market, No matter whether respondents are Meiji milk consumers or not, they don’t think attractive package can attract them to try new brand of milk.