http://macyyuan.blogspot.com
10 STEP
Marketing Plan for Monmilk
Macy Yuan
Oct 2010
http://macyyuan.blogspot.com
5 Steps for Part 1
(PTM and Positioning)
1. Monmilk PTM are all people
2. Who want to be heal...
http://macyyuan.blogspot.com
5 Steps for Part 2
(Marketing Mix & Strategy)
1. Monmilk is a white nutritious liquid
2. Is 2...
http://macyyuan.blogspot.com
Positioning to the
Primary Target Market
Part 1:
Steps 1 to 5
http://macyyuan.blogspot.com
1. Monmilk primary target
market (PTM) are all people
 Demographics ( all people except babi...
http://macyyuan.blogspot.com
Influencing Buyer Behavior
http://macyyuan.blogspot.com
2. My PTM’s NWE
Consumer’s need
To be healthy and have beautiful skin
Consumer choose Monmilk...
http://macyyuan.blogspot.com
3a. Monmilk has many
formidable competitors
 Direct: Yeale, Guangming(bright), Taizi,
Sanyua...
http://macyyuan.blogspot.com
3b. Competitive Position Map
 Determine the 2 most critical Variables
 Make a position map ...
http://macyyuan.blogspot.com
Monmilk is #1 in niche:
priced product for all people
Price vs. Age Matrix
Price/
Age Matrix
...
http://macyyuan.blogspot.com
Momilk unique positioning is
show in this competitive map
http://macyyuan.blogspot.com
4. Monmilk positions strongly
in a niche market opportunity
Monmilk is the only milk
 That p...
http://macyyuan.blogspot.com
5a. Based on competitor data,
milk market is ¥36 billion
http://www.china.org.cn/business/new...
http://macyyuan.blogspot.com
5b. Based on baidu data,where
Monmilk share is 30%,total market
size is 36 billion
1.Baidu da...
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5c. Consumer data indicates
a size of P10.8 billion
Milk choice:
80 percent of the liquid mil...
http://macyyuan.blogspot.com
The marketing Mix Strategy
Part 2:
Steps 6 to 10
http://macyyuan.blogspot.com
6a. Monmilk category is
dominated by 4 major brand
http://macyyuan.blogspot.com
6b. Product Description
 Monmilk is nutritious liquid secreted by
mammals and used as food b...
http://macyyuan.blogspot.com
7. price-Monmilk is 20%
 Monmilk 180g = ¥1
 Monmilk 500g = ¥2.2
 Monmilk 250ml = ¥2.5
 Mo...
http://macyyuan.blogspot.com
8a. Promo
 TV advertising
 Public benefits Activities
 Package sale promotions
http://macyyuan.blogspot.com
8a. Promo
TV advertising
http://macyyuan.blogspot.com
8a. Promo
 Public benefits Activities
http://macyyuan.blogspot.com
8a. Promo
 Package sale promotions
Buy 1 take 1 Buy 5 take 1
http://macyyuan.blogspot.com
8b. Competitor Promo
 TV advertising
http://macyyuan.blogspot.com
9. Monmilk is distributed
nationwide
 Supermarket, mini stores, convenience shops,
restauran...
http://macyyuan.blogspot.com
10. Monmilk is a niche leader
Monmilk is the first one enter the milk industry
in China.
It b...
http://macyyuan.blogspot.com
Summary
http://macyyuan.blogspot.com
5 Moves to target and
position
1. Monmilk PTM are all people
2. Who want to be healthy
3. Can...
http://macyyuan.blogspot.com
5 moves to mix and strategize
1. Monmilk is a white nutritious liquid
2. Is 20% premium
3. Us...
http://macyyuan.blogspot.com
10 STEP
Marketing Plan for Monmilk
Macy Yuan
Oct 2010
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V52. 10 steps marketing plan for monmilk yuan jiao

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