1. • Channel CVS
• C ZERO FAT
• product price place promotio
n

2. • 1,2,3
• BCG GROWTH RATE 10%
Cash cow Dog : size
• S/H CVS
• promotion
• Promotion
**

3. • Promotion A,B,C
1. Seasoning
2. A,B,C promotion effect
promotion
3. effect cost channel cvs
S/H case !
4. Promotion price cut
• Insight price

4. • channel
channel effectiveness sales 1
shop
shop
• Zero A Zero C
support
• Target Soy milk channel link positioning
• A-B-C sales promotion
• BEP

6. • STP **
• 3C (CUSTOMER,COMPETITOR,COMPANY)
• + Milk C
• INSIGHT + OBJECTIVE
• Key Success Factor
COMPETITOR
Target positioning A&B
A B Moves
Sales Promotion A B
 Pricing A,B
 A,B,C A,B,C
 4P’s A,B
***

7.  CONSUMER
 Price positioning Price Sensitive
 Trend Channel Consumer
CVS >> LIFESTYLE
 positioning map
 trend insight)
 milk C pyramid
 Sales pro
 Packaging lifestyle

8. •Sale pro short term long
term
•Tv ads > awareness> trail > repeat > brand
advantage > loyalty