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2016/3 ITI行銷報告 新產品(數據分析、廣告設計) Marketing report-New product design
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ITI行銷報告-小美冰淇淋
1.
我的世界因你而美 行銷研究 小美冰淇淋 第三組 1
2.
2 為甚麼選這個產品? 形象: 傳統、包裝不符合流行
3.
大綱 產品簡介 問題&EICP 焦點團體 行銷方式提案 3
4.
產品簡介 4
5.
定價 通路 18元/杯 火鍋店、餐廳、超商、超市 公司 樺美食品股份有限公司 產品 小美冰淇淋杯裝
(1948~) 5
6.
問題&EICP 6
7.
24.5 21.4 19 0 10 20 30 40 2013 2014 2015 1070
1020 1015樣本數 單位:% 問題一:小美杯裝冰淇淋市占率逐年下降
8.
35.7 8.3 10.4 11.4 17.1 10.7 13.9 6.3 20.5 20 0 10 20 30 40 13-19歲
20-29歲 30-39歲 40-49歲 50-59歲 年齡 小美杯裝 義美紅豆 單位:% 購買因素:用料實在 8
9.
口感濃的比較 26.7 15.5 15.7 16.5 22.2 18.5 11.9 8.1 11 14.6 22.2 7.4 0 10 20 30 13-19歲
20-29歲 30-39歲 40-49歲 50-59歲 60-64歲 年齡 小美杯裝 義美紅豆 單位:% 購買因素比較:口感濃度(濃、甜) 9
10.
焦點團體 10
11.
流程 11 1. 試吃兩個產品 2.
利用圖片&問卷比較口感 3. 詢問消費習慣
12.
1.懷舊 2.小時甜品 1.熟悉、溫暖 2.喜歡有料的 3.口味喜歡 小美 義美 1.甜濃度夠 2.吃了心情好 3.睡醒想吃 1.熟悉感 小美 義美 1.懷舊 2.小時候常吃 1.有加料 2.感覺划算 3.身體負擔感 低 小美
義美 冰品購買習慣 冰品購買習慣 冰品購買習慣 1. 吃完鹹後會買 2. 口味及品牌優先選擇 3. 價格不重要 1. 新產品會想優先試看看 2. 價格不重要 1. 爽度為主 2. 特殊時間、對象 3. 價格不重要 Sunny,27歲,網站美編 Thomas,25歲,英文老師 Roach,29歲,工程師 12
13.
焦點訪談表-量化結果 小美 義美 甜度 4
3 濃度 5 3 用料實在 2 5 負擔感 5 2 131~5(程度低至高)
14.
行銷方式提案 14
15.
購買因素:品牌知名度與購買年齡 24 20.4 13.6 26.2 13.2 10 16 12.2 11.9 23.8 28.9 20 0 10 20 30 40 13-19歲 20-29歲 30-39歲
40-49歲 50-59歲 60-64歲 小美杯裝 義美紅豆 單位:% 具有知名度,13~30歲實際購買量較高 15
16.
STP 年齡 主打年輕消費者市場 16~30歲 學生、社會新鮮人 小而美好的幸福 16
17.
31.8 18.2 28.2 17.9 18.8 9.8 9.1 17.9
17.9 12.5 0 10 20 30 40 國高中職學生 自營者 無職或其他 職業 小美杯裝 義美紅豆 單位:% 購買者主要為學生族群&自營者 17
18.
方案一:品牌活化 廣告 換包裝 主攻年輕客群 愛情故事→產生幸福感 用新穎包裝吸引年輕人 問題:傳統行銷方式無法吸引年輕人 18
19.
廣告影片 在生命軸線上,與人的距離,有平行有交叉,在一個平凡 的日子中,因為巧合的機緣,讓不同軸線的兩人串在一 起,創造出小而美的愛情,因為這個世界因妳/你而美。 19
20.
方案二:異業結盟 與餐飲業的產品做搭配 藉此提高產品市占率 問題:口感偏濃郁,消費者食用後容易產生甜膩的口感 解決方式 範例 咖啡店 簡餐店 20 + + + = = = 提升口感層次 降低甜膩口感 豐富口感變化
21.
21 Thank You for Listening!
22.
22 Thank You for Listening! Reference EICP 小美冰淇淋官網 http://www.shaomei.com.tw/web/index
23.
23 第三組-組員名單 2 王睿聖 11 沈芳宇 12
卓尚緯 15 倪子凡 25 陳彥穎 26 陳霈翎 28 黃振宇 40 鄭竣元 43 錢信妤 44 鍾尚文 46 藍翊庭 47 羅行健
Editor's Notes
產品給人傳統復古的感覺, 要如何擺脫這種舊的感覺?
舉辦時間:2015/11/7 總時間:26分鐘 受訪人數:3人 試吃產品:小美冰淇淋、義美紅豆牛奶冰淇淋
三、STP: 市場區隔(market segmentation):年齡 主打年輕消費者市場 目標市場(market targeting): 16~30歲 學生(16-25歲) 社會新鮮人(25~30歲) 市場定位(market positioning): 美號的回憶 以小而美好的回憶號召
購買小美最多的職業是自營者,上班族比例少
係因小美品牌雖具有高知名度, 但行銷手法過於傳統,故無法吸引年輕族群消費 (年齡20~49歲)。 1.廣告:主攻年輕人→因為愛情→產生幸福感。 廣告簡介:待Steve提供 2.換包裝:焦點訪談後,導出結論建議杯裝冰淇淋 應更換包裝,以利刺激年輕人購買意願。
異業結盟:經焦點分析後,發現該品牌杯裝冰淇淋口感偏濃郁,消費者食用後容易產生甜膩的口感,若與其他食物搭配,應可提高產品市占率。 1.咖啡店:建議與咖啡一同搭配食用。 2.火鍋店:食用火鍋後,口味較重,較易接受濃郁口感。 3.簡餐店:可與簡餐或是沙拉搭配,可提升口感層次。 4.甜點店:例如與鬆餅及其他西點組合,豐富口感變化。 5.飲料店:咖啡、茶飲與冰淇淋食用,可降低甜膩感。
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