Meiji Report

MKT 5616
MKT Consulting Skill& Project
Meiji Milk Project
For: Dr. Chen LiWen
From: ERA Group
Wang MaoXin 53869782
Zhang XueYun 53679673
Chen Su 53837890
Zheng Quan 53748855
Liang Yi 53728715
Cheung Yau Ming 53973444
Zhu WeiYi 53842155

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Table of content
Project background…………………………………………………………………….3
Objective of study……………………………………………………………………..3
Methodology…………………………………………………………………………..4
Focus Group…………………………………………………………………………...4
Data Analysis………………………………………………………………………….7
Respondent profile Analysis…………………………………………………………..7
What size of Milk do respondents like better………………………………………...10
Is attractive packaging a factor influence consumer selection…………………….…12
Can attractive packaging attracts consumers to try new brand of milk………………13
Is Meiji milk packaging an important factor to make consumers to buy…………….16
Analysis on whether Demo testing should be consider as a promotion way for Meiji16
Analysis the effect of Social Media for Meiji………………………………………..22
Price Analysis ………………………………………………………………………..27
Brand Image Analysis………………………………………………………………..39
Recommendation……………………………………………………………………..48
Limitation of Study…………………………………………………………………..51
Appendix I……………………………………………………………………………52

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Projectbackground
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.
Objective of Study
We focused on 4 SKUs including 4.3 deluxe milk, skimmed milk, high calcium low
fat milk and fresh milk. It is worth noting that 4.3 deluxe milk is the most popular one
among those products. There were three most important marketing tasks to be
concluded. We gave the first priority (60%) to hold a promotion event at a place with
higher visitors flow rate. Then using online social media like Facebook and Twitter to
promote milk products is another task we have to take consideration, which is 25%
second priority. The last one is making a special package for products which is 15%.

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Methodology
Our methodology consists of two parts. Before designing questionnaires, we did a
descriptive research through focus group and collecting interesting and important
information, which would direct the questionnaire design. Focus group process
conducts 5 people interviewed at the same time that concentrates on the main area we
concerned. And questionnaire process conducts 300 questionnaires in Welcome and
ParknShop that involved 4 Meiji’s products equally.
Focus group
① The definition of good milk
When asking participants how they defined good milk, they list a few elements. The
choosing reasons are as follows. Drinking milk can make you absorb more nutrition,
especially for kids. And three participants said fat was also a very important element
to make the choice. When talking about the way of killing bacteria, some of them
thought that the high-temperature killing is better. When we gave them a few options,
nutrition, taste, price, shelf life, brand, freshness, imported or not, and let them pick
up two factors they think the most important. Most participants said it is nutrition and
brand.
② Important factors on milk selection
Some participants choose milk not for themselves but for their family and kids. So it
tends that those mothers make choice depending on their kids’ preference. Most of
families have two or more family members who drink milk regularly. Some of people
purchase Meiji milk only on sale and some do not care the fat content just caring
about flavors and health.
One mother keeps changing the milk brands, depending on their price, even if it is
HKD 2 cheaper than others. If Meiji can reduce the price for HKD1 or HKD2, she
will feel it become cheaper. On the other hand, if we increase the price for only
HKD2, maybe she will still buy. If charging higher, they tend to choose another milk
brand

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Housewives will pay attention to the promotion when buying the milk rather than
simply depending on price. If the milk is near expiration date, as long as it does not
expire, they will still buy.
③ What is good promotion on milk?
The kids always watch TV commercial about a kind of milk and they really want to
have a trial. For those housewives, demo tasting is an important way of promotion. If
CP-Meiji did an online promotion, they would all choose Facebook as the best
platform. The extent of the content on the social account can be wider. And if possible
they think some other information rather than parents and children maybe more
attractive.
④ Customers’ perception on Meiji
Participants felt satisfactory that Meiji has fresh milk not made by milk powder. They
drink Meiji milk just because it is “made in Japan”. They trust the products from
Japan. They think products from Japan should have higher price and better quality.
When talking about the brand “MEIJI”, Chocolate first come into their minds. They
don’t have deep impression on Meiji milk initially and won’t remember Meiji as a
milk brand immediately.
Besides the supermarket business, Meiji’s business, which is larger than supermarket,
coffee shop industry has a predominant statue such as in Starbucks, Pacific Coffee
Company, as well as some small shops. Customers are feeling good when knowing
about the background. Besides, it totally increases their confidence to choose Meiji.
To be mentioned, they think Meiji milk doesn’t have advertising.
Many participants think of brand “CP” as brand of dumpling and eggs. After watching
the videos of procedure of making milk in Thailand, participants gradually know that
Meiji milk is produced in Thailand. This fact decreases their confidence on
purchasing it. But totally this information will not significantly affect the purchase.

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Actually, most customers won’t care about the specific producing process.
3. Summary of Focus Group
A focus group can be defined as a group interacting that the individuals have similar
or same common interests and characteristics. A moderator will lead the whole group
to go through all the topics are going to be examined. This descriptive way 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.
In this focus group study, we found out that there are five main points as follow:
1. Price Discount & Event
2. Package
3. Brand Image
4. Family Brand
5. Demo Tasting
For Demo Tasting, interviewees said that this is the easiest and basic way for
customers to know and determine whether a product is good or not. It is because you
can see and taste it. It can fulfill your satisfaction and let you feel it directly. This also
can catch customers’ attraction when there is a specific counter in the supermarket
during their shopping experience. This element is added in the questionnaire to see if
the mass customers have the same thought as well.
For Price Discount & Event, this is good for housewives as they do care about the one
or two dollars differences. However, if customers have high purchase power, they
would like to spend a higher price for the product they think is worth. For example, it
is good for paying high amount of money for Japanese products. We need to make
sure which segment of targeting customers. This element is added in the questionnaire
to see if the mass customers have the same thought as well.
For package, our interviewees got shocked when we mentioned certain brand in the

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market packaged, as foreign brand with English words is actually local Hong Kong
brand. Package is important for customers. It is the first perception of brand image
about the company. Package can also attract customers from the first sight. This
element is added in the questionnaire to see if the mass customers have the same
thought as well.
For Brand Image, interviewees feel good when they thought CP-Meiji Milk is from
Japan. When they knew it is from Thailand, their feeling about brand image was bad.
In the aspect of CP-Meiji Company, we need to determine which aspect you want to
emphasize, Japan QC production line or the Thailand origin. This element is added in
the questionnaire to see if the mass customers have the same thought as well.
For family brand, this did not be asked and examined in the questionnaires. We can
link the milk product with other CP products. Most customers think that a brand
matter is more trustable no matter what other products they are selling. They think
there is not any bad aspect about a big brand. The only risk is that milk may get
suffered if there are problems about other products as we would be the same company
that all people known. Overall, customers feel more confident on a big family brand
instead of a product stands alone itself.
 DATAANALYSIS
 Respondent Profile Analysis
To begin, we examine the respondents’ profile in five different demographic segments:
Gender, Age, Occupation, Education, and Income.
Gender
Frequency Percent Valid Percent Cumulative Percent
Valid
Female 534 67.3 67.3 67.3
Male 260 32.7 32.7 100.0
Total 794 100.0 100.0
Table 1.1 Frequenciesdescriptive test of Gender

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Over 60% of our respondents are female (67.3%) and around 30% of them are male
(32.7%).
Age
Valid
Below 18 51 6.4 6.6 6.6
18 to 25 147 18.5 18.9 25.4
26 to 30 151 19.0 19.4 44.9
31 to 40 176 22.2 22.6 67.5
41 to 50 140 17.6 18.0 85.5
51 to 60 61 7.7 7.8 93.3
Above 61 52 6.5 6.7 100.0
Total 778 98.0 100.0
Missing System 16 2.0
Total 794 100.0
Table 1.2 Frequenciesdescriptive test of Age
Most of our respondents are aged between 18 to 50 years old (78.9%).
Occupation
Valid
Blue collars 59 7.4 7.6 7.6
White collars 237 29.8 30.4 38.0
Management 66 8.3 8.5 46.5
Professors 14 1.8 1.8 48.3
Civil servants 64 8.1 8.2 56.5
Enterprise entrepreneur 14 1.8 1.8 58.3
Housewife 165 20.8 21.2 79.5
Student 121 15.2 15.5 95.0
Others 39 4.9 5.0 100.0
Total 779 98.1 100.0
Total 794 100.0
Table 1.3 Frequenciesdescriptive test of Occupation

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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%).
Education
Valid
Primary schoolor under 29 3.7 3.7 3.7
Secondary school 121 15.2 15.5 19.3
High school 181 22.8 23.2 42.5
Senior college 133 16.8 17.1 59.6
Bachelor degree or above 315 39.7 40.4 100.0
Total 779 98.1 100.0
Total 794 100.0
Table 1.4 Frequenciesdescriptive test of Education
Around 40% of our respondents’ education level are bachelor degree or above
(40.4%).
Income
Valid
HKD 10,000 or below 254 32.0 32.9 32.9
HKD 10,001 to HKD 20,000 168 21.2 21.8 54.7
HKD 20,001 to HKD 40,000 213 26.8 27.6 82.3
HKD 40,001 to HKD 60,000 103 13.0 13.3 95.6
HKD 60,000 to HKD100,000 25 3.1 3.2 98.8
HKD 100,001 or above 9 1.1 1.2 100.0
Total 772 97.2 100.0
Total 794 100.0
Table 1.5 Frequenciesdescriptive test of Income
Over 50% of our respondents’ income is less than 20,000HKD per month (54.7%).

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2. Analysis on Whether Milk Package Design Should Consider as a
Way of Brand Promotion.
In general, product package design is a factor to be considered as a way of brand
promotion. In order to examine a marketing research problem, whether package
design should be taken into consideration as a promotion way for milk, we have to
understand milk consumer’s perception on milk package design. We break this
marketing research problem into specific questions. These specific questions include
what size of milk respondents like better, whether attractive package is a factor affects
respondent’s selection on milk, whether attractive package can attract respondents to
try new brand of milk. For each specific question, we analyze perceptions of
respondents who are milk consumers and respondents who are Meiji milk consumers
respectively.
2.1. What size of milk do respondents like better?
Respondents who are milk consumers
Milk Size Preference (General Milk Consumer)
Valid
236ml 417 52.5 53.9 53.9
946ml 314 39.5 40.6 94.6
1.5L-2.0L 42 5.3 5.4 100.0
Total 773 97.4 100.0
Total 794 100.0
Table 2.1.1 Frequenciesdescriptive test of Milk Size Preference (General)
Over 50% of respondents prefer 236ml package size (53.9%) and around 40% of them
like 946ml package size (40.6%).
Respondents who are Meiji milk consumers
Milk Size Preference (Meiji Milk Consumer)
Valid 236ml 69 41.6 42.3 42.3

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946ml 82 49.4 50.3 92.6
1.5L-2.0L 12 7.2 7.4 100.0
Total 163 98.2 100.0
Total 166 100.0
Table 2.1.2 Frequenciesdescriptive test of Milk Size Preference (Meiji)
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%).
Compared with general milk consumers, respondents who are 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.
Crosstab
Q12 Total
236ml 946ml 1.5L-2.0L
Q19
0
Count 348 232 30 610
% within Q19 57.0% 38.0% 4.9% 100.0%
% within Q12 83.5% 73.9% 71.4% 78.9%
% of Total 45.0% 30.0% 3.9% 78.9%
1
Count 69 82 12 163
% within Q19 42.3% 50.3% 7.4% 100.0%
% within Q12 16.5% 26.1% 28.6% 21.1%
% of Total 8.9% 10.6% 1.6% 21.1%
Total
Count 417 314 42 773
% within Q19 53.9% 40.6% 5.4% 100.0%
% within Q12 100.0% 100.0% 100.0% 100.0%
% of Total 53.9% 40.6% 5.4% 100.0%
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 11.349a 2 .003
Likelihood Ratio 11.309 2 .004
Linear-by-Linear Association 10.555 1 .001
N of Valid Cases 773
a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 8.86.

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Table 2.1.3 Crosstabulation on Milk Size and Meiji Milk Buyer/Non-buyer
2.2. Is attractive packaging a factorinfluence consumerselection?
Attractive Package as Selection Factor (I)
Frequency Percent Valid Percent Cumulative
Percent
Valid
Attractive Package is not in
consideration
621 78.2 78.3 78.3
Attractive Package is 1st
important factor
19 2.4 2.4 80.7
Attractive Package is 2rd
important factor
28 3.5 3.5 84.2
important factor
52 6.5 6.6 90.8
Attractive Package is 4th
important factor
36 4.5 4.5 95.3
important factor
37 4.7 4.7 100.0
Total 793 99.9 100.0
Missing System 1 .1
Total 794 100.0
Table 2.2.1 Frequenciesdescriptive test of Attractive Package as Selection Factor (I)
Almost 80% of respondents don’t think attractive packaging would affect their
selection on milk (78.2%).
Attractive Package as Selection Factor (II)
Percent

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Valid
consideration
121 72.9 72.9 72.9
Attractive Package is 1st
important factor
5 3.0 3.0 75.9
important factor
7 4.2 4.2 80.1
important factor
11 6.6 6.6 86.7
impprtant factor
8 4.8 4.8 91.6
important factor
14 8.4 8.4 100.0
Total 166 100.0 100.0
Table 2.2.2 Frequenciesdescriptive test of Attractive Package as Selection Factor (II)
More than 70% of respondents who are Meiji consumers don’t think attractive
packaging would affect their selection on milk (72.9%).
No matter whether respondents are Meiji milk consumers or not, they don’t think
attractive packaging would affect their selection on milk.
Chi-Square Tests
Value df Asymp. Sig. (2-sided)

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Table 2.2.3 Crosstabulation on Package Attraction and Meiji Milk Buyer/Non-buyer
2.3. Can attractive packaging attracts consumers to try new brand of
milk?
Attractive Package as Factor to Try New (I)
Percent
Valid
consideration
706 88.9 88.9 88.9
Attractive Package is a factor to
try new brand milk
88 11.1 11.1 100.0
Total 794 100.0 100.0
Table 2.3.1 Frequenciesdescriptive test of Attractive Package as Selection Factor to Try New (I)
Almost 90% of respondents don’t think attractive package can attract them to try new brand of milk
(88.9%).
Attractive Package as Factor to Try New (II)
Percent
Valid
consideration
143 86.1 86.1 86.1
Attractive Package is a factor to
try new brand milk
23 13.9 13.9 100.0
Total 166 100.0 100.0
Table 2.3.2 Frequenciesdescriptive test of Attractive Package as Selection Factor to Try New (II)
86.1% respondents who are Meiji milk consumers don’t think attractive package can
attract them to try new brand of milk.

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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.
Crosstab
Q16_E Total
Attactive Package is
not in consideration
Attactive Package is a
factor to try new
barnd milk
Q19
0
Count 563 65 628
% within Q19 89.6% 10.4% 100.0%
% within Q16_E 79.7% 73.9% 79.1%
% of Total 70.9% 8.2% 79.1%
1
Count 143 23 166
% within Q19 86.1% 13.9% 100.0%
% within Q16_E 20.3% 26.1% 20.9%
% of Total 18.0% 2.9% 20.9%
Total
Count 706 88 794
% within Q19 88.9% 11.1% 100.0%
% within Q16_E 100.0% 100.0% 100.0%
% of Total 88.9% 11.1% 100.0%
Chi-Square Tests
Value df Asymp. Sig.
(2-sided)
Exact Sig.
(2-sided)
Exact Sig.
(1-sided)
Continuity Correctionb 1.300 1 .254
Fisher's Exact Test .211 .128
Linear-by-Linear
Association
1.635 1 .201
b. Computed only for a 2x2 table
Table 2.3.3 Crosstabulation on Package Attraction and Meiji Milk Buyer/Non-buyer

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2.4. Is Meiji milk packaging an important factor to make consumers
to buy?
Meiji Milk Package as Purchase Factor
Percent
Valid
consideration
754 95.0 95.0 95.0
Attractive Package is 2nd factor
to buy Meiji milk
7 .9 .9 95.8
Attractive Package is 3rd factor
to buy Meiji milk
9 1.1 1.1 97.0
Attractive Package is 4th factor
to buy Meiji milk
11 1.4 1.4 98.4
Attractive Package is 5th factor
to buy Meiji milk
13 1.6 1.6 100.0
Total 794 100.0 100.0
Table 2.4.1 Frequenciesdescriptive test of Meiji Milk Package as Purchase Factor
95% of respondents who are Meiji milk consumers don’t think Meiji milk package is
an important factor to make them buy.
Recommendation:
For Meiji milk, milk package design should not consider as a way of brand
promotion.
3. Analysis on Whether Demo Tasting Should be Consider as a
PromotionWay for MEIJI
Depending on the data from questionnaire, firstly, we use SPSS to deeply analyze
whether or not demo tasting can contribute to MEIJI milk promotion.
The following analysis is based on Q16.

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Q16.Which is the best promotion way to make you try a new brand of milk?
(Can choose more than one)
A. Free demo tasting
B. Advertisement on TVC, magazine, online, etc.
C. Price reducing
D. Road Show (Event on the road)
E. New packaging
F. New flavour milk
G. Others, please specify ______
Free Demo Tasting
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Unchecked 278 35.0 35.0 35.0
Checked 515 64.9 64.9 99.9
2 1 .1 .1 100.0
Total 794 100.0 100.0
Table 3.1Frequenciesdescriptive test of free demo tasting
Advertisement on TVC, magazine, online, etc.
Frequency Percent
Valid
Percent
Cumulative
Percent
Checked 270 34.0 34.0 100.0
Total 794 100.0 100.0
Table 3.2 Frequenciesdescriptive test of Advertising
Price reducing
Frequency Percent
Valid
Percent
Cumulative
Percent
Checked 322 40.6 40.6 99.9
3 1 .1 .1 100.0
Total 794 100.0 100.0
Table 3.3 Frequenciesdescriptive test of Price reducing

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Road Show(Even on the road)
Frequency Percent
Valid
Percent
Cumulative
Percent
Checked 102 12.8 12.8 99.9
4 1 .1 .1 100.0
Total 794 100.0 100.0
Table 3.4 Frequenciesdescriptive test of Gender
New Packaging
Frequency Percent
Valid
Percent
Cumulative
Percent
Checked 88 11.1 11.1 100.0
Total 794 100.0 100.0
Table 3.5 Frequenciesdescriptive test of New Packaging
New flavor milk
Frequency Percent
Valid
Percent
Cumulative
Percent
Checked 112 14.1 14.1 100.0
Total 794 100.0 100.0
Table 3.6 Frequenciesdescriptive test of new flavor or milk
Others
Frequency Percent
Valid
Percent
Cumulative
Percent
Checked 9 1.1 1.1 100.0
Total 794 100.0 100.0
Table 3.7Frequenciesdescriptive test of others
The best promotion way Frequencies

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Responses
N Percent
Promotion ways
Free demo tasting 515 0.36
Advertisement on
TVC, magazine,
online, etc.
270 0.19
Price reducing 322 0.23
Road Show 102 0.07
New packaging 88 0.06
New flavor milk 112 0.08
Others 9 0.01
Total 1418 1.00
Table 3.8 Summary Frequencies descriptive test of promotion ways
Virtually, since this question is a multiple choice, the cumulative total number of
respondents becomes 1418, certainly more than the original number 794. So, we can
find that the number of people who like FREE DEMO TASTING is the most one, and
it is 515, 36% of the total number. Then the second one is PRICE REDUCING, which
is 23% from 322 respondents. Advertisement on TVC, magazine, online, etc. got 270
votes, 19% of all votes.
3.1 Correlation Analysis:
Correlations
Free demo
tasting sex age occupation education
Monthly
personal
income
Free demo
tasting
Pearson
Correlation
1 -.033 .039 -.044 -.033 .001
Sig.
(2-tailed)
.354 .277 .224 .365 .979
sex Pearson
Correlation
1 -.024 -.105 .145 .098
Sig.
(2-tailed)
.506 .003 .000 .006
age Pearson
Correlation
1 .000 -.131 .164

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Sig.
(2-tailed)
.990 .000 .000
occupation Pearson
Correlation
1 -.279 -.469
Sig.
(2-tailed)
.000 .000
education Pearson
Correlation
1 .424
Sig.
(2-tailed)
.000
Monthly
personal
income
Pearson
Correlation
1
Sig.
(2-tailed)
Table 3.1.1 Correlation results for demo tasting with sex, age, occupation, education and monthly
personal income
This cart shows the correlation between free demo tasting with age, sex, occupation,
education level and monthly personal income. Depending on the result, we can find
that all the Sig. is above 0.05, so, free demo tasting did not have significant
relationship with all these factors.
3.2 Logistic Analysis
For further analyzing the effect of free demo tasting, we utilized LOGISTIC
regression analysis.
Case Processing Summary
Unweighted Casesa N Percent
Selected Cases Included in Analysis 766 96.5
Missing Cases 28 3.5
Total 794 100.0
Unselected Cases 0 .0
Total 794 100.0
a. If weight is in effect, see classification table for the total number of cases.
b. Table 3.2.1 Case processing summary
From the case processing summary, there are only 28 missing samples, too small to
influence the whole result. So, in this part, 766 samples would be used for analysis.

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Classification Tablea,b
Observed Predicted
Free demo tasting
Percentage Correctunchecked checked
Step 0 Free demo
tasting
unchecked 0 258 .0
checked 0 508 100.0
Overall Percentage 66.3
a. Constant is included in the model.
b. The cut value is .500
Table 3.2.2 Classification Table for free demo tasting
In this Classification Table, it shows that only constant term occurred. So, fitting
information can be excluded. 66.3% is the accurate rate to declare this model would
predict precisely dependent variables.
Variables in the Equation
B S.E. Wald df Sig. Exp(B)
Step 1a sex .018 .187 .010 1 .921 1.019
age 27.448 6 .000
age(1) .891 .519 2.952 1 .086 2.437
age(2) -.043 .409 .011 1 .916 .958
age(3) .725 .407 3.183 1 .074 2.066
age(4) .735 .375 3.832 1 .050 2.085
age(5) 1.396 .390 12.820 1 .000 4.038
age(6) .567 .425 1.778 1 .182 1.763
Occupations 19.596 8 .012
occupation(1) -.474 .534 .788 1 .375 .622
occupation(2) -.605 .469 1.668 1 .197 .546
occupation(3) -1.111 .522 4.534 1 .033 .329
occupation(4) -2.252 .751 8.984 1 .003 .105
occupation(5) -1.554 .521 8.893 1 .003 .211
occupation (6) -.689 .789 .763 1 .382 .502
occupation (7) -.735 .463 2.518 1 .113 .479
occupation (8) -.859 .510 2.840 1 .092 .424
Education level 15.564 4 .004

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education(1) -.507 .530 .913 1 .339 .602
education(2) .506 .338 2.234 1 .135 1.658
education(3) -.538 .240 4.998 1 .025 .584
education(4) -.358 .239 2.244 1 .134 .699
Monthly
personal income
3.031 5 .695
income(1) 1.148 .832 1.903 1 .168 3.152
income(2) 1.237 .827 2.239 1 .135 3.445
income(3) 1.194 .812 2.161 1 .142 3.299
income(4) 1.149 .820 1.961 1 .161 3.154
income(5) .733 .878 .696 1 .404 2.081
Constant -.160 .897 .032 1 .858 .852
a. Variable(s) entered on step 1: sex, age, occupation, education level, monthly personal income.
Table 3.2.3
According to the independent inspection results:
The significant value of age group from 41 to 50 is 0.000, blow 0.05. And the
regression coefficient is 1.396. We can conclude that it influenced positively. Thus,
comparing with other age groups of respondents, consumers from 41 to 50 years old
more prefer to free demo tasting.
As for occupation, the significant value of professors and civil servants are below
0.05, and also their regression coefficient are blow 0. So, it is negative influence.
Hence, consumers working as professors and civil servants are not very interested in
free demo tasting.
As for education level, the significant value of high school degree is 0.025, below
0.05. Depending on the regression coefficient – 0.538, the influence is negative.
4. Analysis the Effectof SocialMedia for MEIJI
This past is considering Q25 in questionnaire. We selected TVB, Facebook and
Twitter to further analyses their effect for MEIJI to invest.
4.1 TVB

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TVB
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid unchecked 217 27.3 27.3 27.3
1st 417 52.5 52.5 79.8
2nd 60 7.6 7.6 87.4
3rd 25 3.1 3.1 90.6
fourth 46 5.8 5.8 96.3
fifth 16 2.0 2.0 98.4
sixth 13 1.6 1.6 100.0
Total 794 100.0 100.0
Table 4.1.1 Frequenciesdescriptive test of TVB
According to this chart, the most checked choice is to consider TVB as the first social
media, and accumulative total is 417 respondents, 52.5% in total data. Thus, we can
find out that TVB plays a relatively important role in consumers’ mind, which can be
taken for a good social media channel.
4.2 Facebook
Facebook
417
60
25
4616
13
217
1st
2nd
3rd

24
Frequency Percent
Valid
Percent
Cumulative
Percent
1st 95 12.0 12.0 74.2
2nd 70 8.8 8.8 83.0
3rd 59 7.4 7.4 90.4
fourth 27 3.4 3.4 93.8
fifth 24 3.0 3.0 96.9
sixth 25 3.1 3.1 100.0
Total 794 100.0 100.0
Table 4.2.1 Frequenciesdescriptive test of Facebook
Depending on the results, there are 494 respondents unchecked for this option,
accounting for 62.2% of the total. 95 respondents considered Facebook as the first
choice, 12 % of the total. Hence, to some degree, comparing with TVB, the audience
base of Facebook was less.
4.3Twitter
Twitter
Frequency Percent
Valid
Percent
Cumulative
Percent
1st 3 .4 .4 87.7
95, 12%
70, 9%
59, 8%
27, 3%
24, 3%
25, 3%
494, 62%
1st
2nd
3rd

25
2nd 4 .5 .5 88.2
3rd 17 2.1 2.1 90.3
fourth 27 3.4 3.4 93.7
fifth 23 2.9 2.9 96.6
sixth 27 3.4 3.4 100.0
Total 794 100.0 100.0
Table 1.1 Frequenciesdescriptive test of Twitter
Considering the result chart, 693 respondents did not check this option, accounting for
87.3% of total. Then, there are 27 respondents choosing it as the fourth and the sixth
position, both only accounting for 3.4%. So, by contract with TVB and Facebook,
Twitter had the worst audience base in this survey.
4.4Logistic Analysis:
Variables in the Equation
B S.E. Wald df Sig. Exp(B)
Step 1a sex .012 .184 .004 1 .947 1.012
age 27.163 6 .000
age(1) -.242 .497 .236 1 .627 .785
age(2) -1.219 .418 8.526 1 .004 .295
age(3) -1.701 .416 16.726 1 .000 .183
age(4) -1.260 .382 10.860 1 .001 .284
3, 0% 4, 1% 17, 2%27, 4%23, 3%
27, 3%
693, 87%
1st
2nd
3rd

26
age(5) -1.772 .392 20.396 1 .000 .170
age(6) -1.143 .434 6.928 1 .008 .319
occupation 18.786 8 .016
occupation(1) 1.167 .526 4.919 1 .027 3.213
occupation(2) .665 .470 2.004 1 .157 1.944
occupation(3) 1.494 .519 8.278 1 .004 4.455
occupation(4) .670 .758 .781 1 .377 1.954
occupation(5) 1.298 .520 6.229 1 .013 3.660
occupation(6) -.820 1.163 .497 1 .481 .440
occupation(7) 1.083 .463 5.477 1 .019 2.952
occupation(8) .502 .516 .943 1 .331 1.651
Education level 16.664 4 .002
education(1) -1.912 .643 8.852 1 .003 .148
education(2) -1.023 .326 9.865 1 .002 .359
education(3) -.140 .238 .344 1 .558 .870
education(4) -.399 .243 2.703 1 .100 .671
Monthly
personal income
3.274 5 .658
income(1) 1.786 1.239 2.078 1 .149 5.968
income(2) 1.756 1.233 2.029 1 .154 5.792
income(3) 1.883 1.225 2.364 1 .124 6.572
income(4) 1.724 1.227 1.976 1 .160 5.607
income(5) 1.394 1.277 1.192 1 .275 4.032
Constant -1.697 1.274 1.775 1 .183 .183
a. Variable(s) entered on step 1: sex, age, occupation, education level, monthly personal income.
Table 4.3.1 Frequenciesdescriptive test of Gender
From this chart, the significant value of age groups from 18 to 25, 26 to 30, 31 to 40,
41 to 50 and 51 to 60 is below 0.05.And all of them make negative influence. Since
reference option is 61 or above, we can find out this group of consumers more prefer
the social media.
As for education level, the significant value of group (1) and (2) is below 0.05, and
both of them are negative influence. Thus, comparing with consumers whose
education background is primary school or under and secondary school, the groups of

27
consumers, owning bachelor degree or above, more like social media for TVB,
Facebook or Twitter.
5. Price Analysis
As we all know that price is a crucial part of a product. After doing the survey about
the Meiji milk, we come up with some conclusions about Meiji milk according to the
questions we ask concluding options relate to anything about price. Here comes to the
summaries we do as follow:
(1) The first main part of questions about price is set up based on different kinds of
milk like Whole milk, High calcium low fat milk, Skimmed milk, flavored milk
and UHT milk. Even each of the questions focusing on each kind of milk contains
the options about price. In other words, we use the option “lower price” to find
that if the price is the main factor that effects the choice of different customer
through the data we collect from the questionnaires. And the description and
analysis of each question are showing as below:
Q11 Why do you buy high calcium and low fat milk?(C)
Valid 0 757 95.3 95.3 95.3
1 37 4.7 4.7 100.0
Total 794 100.0 100.0
Table 5.1 Frequenciesdescriptive test of low price

28
Q11 Why do you buy high calcium and low fat milk? (C): As we can see, the pie
chart shows that the piece of low price only accounts for a little part of the whole pie,
so that the reason why customers choose high calcium and low fat milk mostly
because of the healthy consequence milk can bring to them like benefit for skeleton
and bones, slim figure and so on, instead of low price.
Q11 Why do you buy skimmed milk?(C)
Valid 0 786 99.0 99.0 99.0
1 8 1.0 1.0 100.0
Total 794 100.0 100.0
Q11 Why do you buy skimmed milk?(C): This pie also shows that low price is a
tiny factor that can influence people to choose skimmed milk and the healthy factor
predominates.
Q11 Why do you buy flavored milk? (C)
Valid 0 779 98.1 98.1 98.1
1 15 1.9 1.9 100.0
Total 794 100.0 100.0

29
Q11 Why do you buy flavored milk? (C): Flavored milk is always the children’s
favor. The good taste and flavor is still the main factor driving people to choose it
with a relatively lower price than other kinds of milk as well.
Q11 Why do you buy UHT milk? (D)
Valid 0 792 99.7 99.7 99.7
1 2 .3 .3 100.0
Total 794 100.0 100.0
Table 5.5 Frequenciesdescriptive test of lower price

30
Q11 Why do you buy UHT milk? (D): In terms of the UHT milk, we can nearly
ignore the price factor when we concern other factors like better nutrition and taste
and so forth. Lower price seems cannot appeal customers at all when they are
choosing milk.
(2) The second section including questions about how the volume of different kinds
of package impacts consumers choosing milk. And as well, each question contains
an option about the price. That is whether the price will influence consumers’
choice on volume of package or not. The followings are the conclusions we got:
Q13 Why do you buy 236ml/box size milk? (A)
Valid 0 718 90.4 90.4 90.4
1 76 9.6 9.6 100.0
Total 794 100.0 100.0
Q13 Why do you buy 236ml/box size milk? (A): When it comes to the package
about 236ml/box, it seems that convenience is the main factor, which drives
consumers to buy while the factor lower price, accounting for about 2% of the whole
pie, doesn’t work a lot through the choice of consumers.
Q13 Why do you buy 946ml/box size milk? (A)

31
Valid 0 626 78.8 78.8 78.8
1 168 21.2 21.2 100.0
Total 794 100.0 100.0
Q13 Why do you buy 946ml/box size milk? (A): On the contrary, when consumers
choose the package about 946ml/box, the factor lower price seems has a much
stronger influence on consumers than many other options and even among those
questions. We can see that people always choose 946ml/box because of the lower
price even it is only several dollars or cents.
Q13 Why do you buy 1-2 liters bottle size milk? (A)
Valid 0 740 93.2 93.2 93.2
1 54 6.8 6.8 100.0
Total 794 100.0 100.0

32
Q13 Why do you buy 1-2 liters bottle size milk? (A): At the same time, we also find
that with the volume increasing, the influence of the factor lower price is becoming
stronger and stronger. From the pie above we can see almost half of the consumers
choose the reason lower price, which can make them to buy 1-2 liter/bottle. So that
we give a conclusion that, if people can well preserve the open milk, they prefer to
choose the larger volume of package.
(3) The third part including the questions about price is “Please select the most
important 5 factors influencing your choice of milk brand and rank them from 1-5.
(1 is the most important attribute, 5 is the least important attribute)”, and low price
is one of the 11 options that influents customer’s choice of milk brand. Thus firstly,
we give out a summary that how many people will choose low price as the factor
influencing their choice, then we analyze that among those people who choose
low price, what is the importance of the low price in their mind.
Q14 Please selectthe most important 5 factors influencing your choice of milk brand.(I)
Valid 0 394 49.6 49.6 49.6
1 46 5.8 5.8 55.4
2 63 7.9 7.9 63.4
3 91 11.5 11.5 74.8
4 79 9.9 9.9 84.8
5 121 15.2 15.2 100.0

33
Total 794 100.0 100.0

34
Here we can see that low price only takes account of 6% more or less among all the
options. That is only 6% of the all interviewees choose the low price. Obviously, low
price is not an important factor that can affect people’s choice of milk brand. However,
we still reallocate this factor into the third team according to the proposition it
accounts.
Next, we further find that the people who choose the low price option as the first
factor that can affect them to choose a milk brand only takes account of 12% of the
whole people. On the contrast, most of these people reckon low price as the weakest
factor about 30%.
(4) Then it comes to the next section about promotion. 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 price, and at the same time, if a company wants to launch a new
brand, playing with the tactics upon price will be a good choice.
Q16 Which is the best promotion way to make you try a new brand of milk? (C)
Valid 0 471 59.3 59.3 59.3
1 323 40.7 40.7 100.0
Total 794 100.0 100.0

35
Table 5.10 Frequencies descriptive test of price reducing
Q16 Which is the best promotion way to make you try a new brand of milk? (D)
Valid 0 691 87.0 87.0 87.0
1 103 12.9 12.9 100.0
Total 794 100.0 100.0
Table 5.11 Frequencies descriptive test of road show
(5) The following two parts are concerning about the Meiji milk brand itself. Thus
the both two parts are more important. First of all, let’s see what idea and image
about Meiji milk firstly jump out of consumers mind when they come across with
Meiji milk, especially in terms of the price aspect. From the data, we may find that
Meiji milk leaves a so-called high price image to customers according to the data

36
showing that around 13% of the people who know Meiji milk think Meiji milk is
not that economic. Even though it is only a little proportion, we should not ignore.
However, fortunately, among those people who choose high price as the first
image out of all the five options, most of them, about 96%, did not rank it as the
first one.

37
(6) The last part is about why people choose Meiji milk. On the one hand, we are so
happy that people who choose Meiji milk always believe that Meiji is a Japanese
brand with pretty good quality. But on the other hand, it seems that not so many
people choose it because low price. While about same scale of people think that
Meiji milk is not economic but worth it.
Q21 Please selectthe most important 5 reasons why you choose Meiji (CP-Meiji) milk (E)
Valid 0 729 91.8 91.8 91.8
1 7 .9 .9 92.7
2 20 2.5 2.5 95.2
3 9 1.1 1.1 96.3
4 22 2.8 2.8 99.1
5 7 .9 .9 100.0
Total 794 100.0 100.0
Table 5.12 Frequencies descriptive test of low price
Q21Please selectthe most important 5 reasons why you choose Meiji (CP-Meiji) milk (I)
Valid 0 728 91.7 91.7 91.7
1 10 1.3 1.3 92.9
2 5 .6 .6 93.6
3 7 .9 .9 94.5
4 13 1.6 1.6 96.1

38
5 31 3.9 3.9 100.0
Total 794 100.0 100.0
Table 5.13 Frequencies descriptive test of value for money

39
6. Brand Image Analysis
In this part, we do an analysis on brand image and choose some questions about brand
image of Meiji, and then we run analysis on SPSS. In addition, we do some
recommendation after data analysis.
Q15_Japan
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid
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
Table 6.1 interviewer choose Japanese brand

40
Pie chart of Japanese brand image
We do a Frequency analysis about milk source preference on question fifteen. The
interviewers write number one to five to order the milk source place. In the table,
we can see that there are 794 interviewers, and 194 interviewers choose Japan as their
first choice, it accounts 24.4 percent of total interviewers. Also, there are 96
interviewers choose Japan as second choice. Those two parts of interviewers put
together account for 36.5percent of total interviewer. Therefore, we think that
CP-Meiji needs to remind the customers that Meiji is a Japanese brand. During the
data collecting, customers told us, they thought Japanese brand was more reliable than
any other place, and Japanese has high standard of food hygiene, it is a good choice
for them. Moreover, we asked customers “what is your first image with Meiji logo”,
almost of them give us a same answer “Japan”. In view of the above-mentioned fact,
we suggest that Meiji should remind customers they are Japanese brand, customers do
not need to worry about any quality thing of Meiji milk, in addition, and the table
clearly shows that approximately 75 percent customers choose Japan. This is a
significant signal to Meiji Company that customers prefer Japanese milk.

41
Q15_Thailand
Frequen
cy
Percent Valid
Percent
Cumulative
Percent
Valid
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
Table 6.2 interviewers’choice of Thailand brand image
As we know, CP-Meiji is a Thailand company, but we can see that only 3.9 percent
people choose Thailand as their first milk source preferential place. This is a
significant small group of customers; hence, we think Meiji Company should avoid
reminding customers they are Thailand Company. Meiji should make a good brand
image, when customers see the Meiji logo, they will think milk product from Japan.
Q18_JapaneseBrand
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

42
4 49 6.2 6.2 97.2
5 22 2.8 2.8 100.0
Total 794 100.0 100.0
Table and pie chart 6.3 how many interviewers think Japanese product is great.
Question eighteen, we ask customers “what are you thinking after you see the
CP-Meiji milk”. In the table, 41.9 percent of interviewers choose Japanese brand.
There is a pie chart headed “Japanese Brand”. In the pie chart, we can see that most of
interviewers choose Japanese Brand. So, almost of interviewers trust Japanese brand
have high standard quality. Brand image is important; it shows that brand
characteristics, and those characteristics reflect strength and essence of brand.
Q21_D
Percent
Valid
1 39 4.9 42.4 42.4
2 29 3.7 31.5 73.9
3 7 .9 7.6 81.5
4 13 1.6 14.1 95.7
5 4 .5 4.3 100.0
Total 92 11.6 100.0
Total 794 100.0

43
Table 6.4 why people choose Meiji Milk? It is a Japanese brand.
In the 21st question, we ask interviewees “what are the top five elements to
purchase Meiji milk”. The table shows that more than 42 percent people choose
“Japanese brand” is the most important reason. As we know, Meiji milk made in
Thailand, but Meiji is Japanese brand; therefore, Meiji do advertising should mention
that they are Japanese company, and they are adopting Japanese standard to produce
milk.
Chi-Square Tests
Crosstab
Count
Q27 Total
0 below 18 18 to 25 26 to 30 31 to 40 41 to 50 51 to 60 above 61
Q15_Japan
1 0 6 47 27 38 35 23 18 194
2 1 19 14 9 29 15 2 7 96
3 0 12 12 16 20 11 8 5 84
4 1 2 15 17 46 34 6 2 123
5 0 3 25 25 14 16 6 2 91
Total 2 42 113 94 147 111 45 34 588

44
(2-sided)
menrson Chi-Square 106.874a 28 .000
Table 6.5 Correlation of age groups and Japanese brand image.
We do a correlation analysis with question fifteen and question twenty-seven. We
assume that age has no relationship with milk source preference, and then we run a
crosstab analysis. In terms of Chi-square tests, we can see that the sig is 0.000 less
than 0.05, hence, so, we reject H0. Age and milk source preference have a significant
relationship, and we can see the first table, there are 588 interviewees choose Japan as
their preferential milk source; hence, we suggest that Meiji needs to mention that the
milk from Thailand but Meiji adopt Japanese standard to produce milk. We can see all
of age group like Japanese milk. So, it is a good way to sell milk product with
Japanese brand image.
Q15_Japan * Q19 Cross tabulation
Count
Q19 Total
0 1
Q15_Japan
1 131 63 194
2 71 25 96
3 65 19 84
4 91 33 124
5 79 12 91
Total 437 152 589
Table 6.6
Q19
Percent
Valid
0 628 79.1 79.1 79.1
1 166 20.9 20.9 100.0
Total 794 100.0 100.0
Table 6.7 Correlation: the reason why customers buy Meiji milk.

45
We run a crosstab analysis between question fifteen and question nineteen. In the
question nineteen we ask interviewers “have you drink Meiji milk before”, there are
152 people choose they have drink Meiji milk before, and 152 of 166 people choose
Japan as their preferential milk source place. Therefore, we think that Japanese brand
is a key sector which customers purchase Meiji milk. Moreover, we suggest that Meiji
should highlight the Japanese brand image.
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
Table 6.8
Chi-Square Tests
(2-sided)
a. 1 cells (8.3%) have expected count less than 5. The minimum expected
count is 4.60.
Table 6.9
We run a cross-tabulation analysis between questions eighteen and question
nineteen. We found that sig is 0.001 less than 0.05, hence, the drinker of Meiji milk
have significant relationship with Japanese brand which means that Meiji is Japanese
brand, and Japanese brand has good reputation and high quality in customers heart. In
fact, the milk source place at Thailand, but CP-Meiji and Meiji belong to a same
enterprise, therefore, a great number of people know Meiji brand, it can help CP-Meiji

46
lower their advertising cost, meanwhile, CP-Meiji use Meiji brand reputation to
promotion their milk product.
Q19 * Q21_D Crosstabulation
Count
Q21_D Total
0 1 2 3 4 5
Q19
0 593 0 2 1 0 0 596
1 109 39 27 6 13 4 198
Total 702 39 29 7 13 4 794
Table 6.10
Chi-Square Tests
(2-sided)
a. 4 cells (33.3%) have expected count less than 5. The minimum
expected count is 1.00.
Table 6.11
We use cross-tabulation to analysis question nineteen and question twenty-one, in
the table we can see that sig is 0.000 less than 0.05, so we conclude that drinkers of
Meiji milk like Japanese brand. Moreover, Meiji should promote their milk from
natural pasture and control fodder of cow.
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Q28 * Q15_Japan 794 100.0% 0 0.0% 794 100.0%
Table 6.12
Q28 * Q15_Japan Crosstabulation
Count
Q15_Japan Total

47
0 1 2 3 4 5
Q28
0 10 1 3 0 1 0 15
Blue collars 15 19 6 8 9 2 59
White collars 62 61 21 19 30 44 237
Management 18 14 4 9 15 6 66
Professors 4 2 2 4 2 0 14
Civil servants 12 23 0 9 13 7 64
Enterprise
entrepreneur
4 3 2 0 2 3 14
Housewife 36 33 30 20 38 8 165
Student 25 26 27 12 12 19 121
Others 19 12 1 3 2 2 39
Total 205 194 96 84 124 91 794
Table 6.13 Correlation:occupation and buyers of Meiji milk.
Chi-Square Tests
(2-sided)
Linear-by-Linear Association .004 1 .951
a. 21 cells (35.0%) have expected count less than 5. The minimum
expected count is 1.48.
Table 6.14
In the table, we can see that student, white-collars and housewife are our major
customers. Meiji should focus on those customers and build a special area to contact
with those customers; meanwhile, Meiji needs to send those customers messages or
e-mail to tell them some knowledge of milk to build a better image. Customers want
to get special care, so, Meiji also should collect customer’s personal information, then
send message to customers once a week or on a special day. In addition, Meiji needs
to interact with customers to know their heart.

48
7. Recommendation
Focus group
After questionnaires analysis and focus group discussion, we suggest that Meiji
should do the following point to keep a good brand image of customers mind.
At first, customers very satisfactory that Meiji milk is real fresh milk not made by
milk powder, and they think Meiji milk from Japan, which has high quality and high
food hygiene. In fact, we know that Meiji milk made in Thailand, therefore, we think
that Meiji should tell the customers that Meiji milk from Thailand, but we use
Japanese standard to produce our milk, so, customers do not need to worry about the
quality of Meiji milk.
At second, Meiji and CP-Meiji belong to a same enterprise, we think that Meiji milk
can use good brand image of Meiji to promotion their milk products. If so, it can
lower the advertising cost, and sale volume will increase.
Last but not least, we run a correlation analysis between customer’s personal
information and Japanese brand image; we find that Meiji has different age groups
buyer and occupation; therefore, we suggest that Meiji Company should do a different
promotion platform to different groups. Young people love using Facebook and other
social media network, then Meiji do a social media network to this group of people.
Some elder people like reading newspaper every day, so, Meiji needs to do some
promotion on newspaper to acquire this group of people. In general, Meiji Company
should have different promotion way to different groups.
Package design
According to focus group research, some milk consumers told us they care about the
milk package design when selecting milk. Based on this comment, we raised a
hypothesis that attractive milk design may be as a way to do milk brand promotion.
In order to validate majority customers’ perception on milk package design, we
conducted qualitative research to understand the importance of package design for
customers to select milk brand.

49
For the milk package size design, preference on package size varies between milk
consumers and Meiji milk consumers. More than half of milk consumers like 236ml
volume size, and for Meiji milk consumers, more of them prefer 946ml volume size,
but still about 40% Meiji milk consumers like 236 ml milk. This result indicates that
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. However, market is dynamic and
customer’s need and preference changes along the time, from the long-term
consideration, Meiji can consider adjusting its product portfolios on package size
based on customer needs.
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.
Demo tasting
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

50
to promote its’ new product and gain more consumers.
Social media
In the data analysis, we only select three social medias, TVB, Facebook and Twitter,
to analyze for the reason that these three one are the most three one which
respondents checked. 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 were interested on it. Thus, we think if Meiji has enough
budgets, 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.
Price
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 kind’s 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.
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 don not worry much about the price of the 236ml size package milk, if they
launch it, because people almost don 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.
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

51
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.
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 don 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.
Brand Image
White-collars and housewife are our major customers. Meiji should focus on those
customers and build a special area to contact with those customers; meanwhile, Meiji
needs to send those customers messages or e-mail to tell them some knowledge of
milk to build a better image. Customers want to get special care, so, Meiji also should
collect customer’s personal information, then send message to customers once a week
or on a special day.
The drinker of Meiji milk have significant relationship with Japanese brand which
means that Meiji is Japanese brand, and Japanese brand has good reputation and high
quality in customers mind. In fact, the milk source place at Thailand, but CP-Meiji
and Meiji belong to a same enterprise, therefore, a great number of people know Meiji
brand, it can help CP-Meiji lower their advertising cost, meanwhile, CP-Meiji use
Meiji brand reputation to promotion their milk product. Japanese brand is a key sector
which customers purchase Meiji milk. Moreover, we suggest that Meiji should
highlight the Japanese brand image.
Limitation of the study
There are several limitations in this study. One of prominent limitations was the small
sample size of Meiji consumers. Therefore, it’s highly recommended to be cautious to

52
use all conclusions and recommendations from this study.

53
Appendix I
Meiji (CP-Meiji) Milk Questionnaire
Introduction:
Hello Mrs, Ms, Mr, my name is……., I am a marketing student from City University of Hong Kong.
For course requirement, we are currently carrying out a simple survey for Meiji (CP-Meiji) milk among
consumers.You will get 1 cup of Meiji (CP-Meiji) yoghurt free if you can help finish the survey.
The use of this survey is only for consumer study of our course and we make a commitment that this
survey and its use comply with the “data protection” law. We will strictly protect the data you provide.
I. Questions to overall milk consumers
1. Do you usually drink milk?
A. Yes (Go to Q2.)
A. No ------ (Stop the interview,not milk consumer)
2. How often do you purchase milk?
B. Everyday
C. 3 - 6 times a week
D. 1 - 2 times a week
E. 1 time per 2 weeks
F. 1 time a month
G. Less than 1 time a month ------ (Stop the interview,not considering as milk consumer)
3. How many bottles / units milk do you drink per week?
(4 bottles 236ml milk equals 1 bottle 946ml)
A. 1 bottle 236ml milk
B. 2 – 3 bottles 236ml milk
C. 1 bottle 946ml milk
D. 2 bottles 946ml milk
E. 3 and over 3 bottles 946ml milk
F. Others, please specify ____________
4. Who do you buy milk for? (Can choose more than one)
A. Myself
B. Elders
C. Partner
D. Children
E. Sibling
5. Who is the decision maker to buy milk?
A. Both of my family member and I drink milk, I select the milk brand.
B. Both of my family member and I drink milk, (s)he will tell me which brand to buy.

54
C. Only my family member drink milk, (s)he will tell me which brand to buy.
D. Only I drink milk, I will select the brand.
E. It depends.
6. When do you drink milk? (Can choose more than one)
A. In the morning
B. Afternoon
C. Night before sleeping
D. After doing sports
E. Right after buying
F. Others, please specify __________
7. Where do you usually buy milk? (Can choose more than one)
A. Supermarkets (Park n Shop, Wellcome, Vanguard, etc.)
B. Convenience store (7-Eleven, Circle K, etc.)
C. Japanese snackstores (759 Store, etc.)
D. Others, please specify ____________
8. Please rate the below points toward the use of milk
9. What are the uses of buying milk? (Can choose more than one)
A. Just for drinking milk
B. To make coffee and other drinks
1. Highly
disagree
2. Disagree
3. Neither agree nor
disagree
4. Agree
5. Highly agree
Milk is a necessary
product in daily life like
egg and rice.
Milk is critical source of
nutrition containing
calcium, protein, etc.
Drinking milk is very
good for health.
Drinking milk is very
good for children’s
growth.
Drinking milk in the night
can make me sleep well.

55
C. To make desserts
D. To make soup
E. Others, please specify ____________
10. Which type of milk do you always buy? (Choose one only)
A. Whole milk (Go to Q11a.)
B. High calcium low fat milk (Go to Q11b.)
C. Skimmed milk (Go to Q11c.)
D. Flavoured milk (Go to Q11d.)
E. UHT milk (常溫奶, like 北海道 3.6) (Go to Q11e.)
11a. Why do you buy whole milk (Can choose more than one)
A. Better nutrition
B. Better taste and flavour
C. Better for making desserts and drinks
D. Others, please specify ____________
11b. Why do you buy high calcium and low fat milk? (Can choose more than one)
A. High calcium, better for skeleton and bones
B. Low fat, healthier
C. Lower price
D. Better taste and flavour
E. Better for making desserts and drinking
11c. Why do you buy skimmed milk? (Can choose more than one)
A. No fat, healthier
B. No fat, good for reducing weight and slimming
C. Lower price
D. Better taste and flavour
E. Better for making desserts and drinks
11d. Why do you buy flavoured milk (Chocolate, strawberry, banana,etc.) (Can choose more than one)
A. Good taste and flavour to drink
B. Lower price
C. I / my family members do not like drink normal milk, but flavoured milk, I / they like drink
D. Good substitute for soft drinks
E. Others, please specify __________
11e. Why do you buy UHT milk (常溫奶)? (Can choose more than one)
A. Better nutrition
B. Better taste and flavour
C. Long shelf life, can keep long at home

56
D. Lower price
E. Limited refrigerator space at home, so not choosing chilled milk
F. I don’t think there is any difference between UHT milk and chilled milk.
G. Others, please specify ____________
12. Which size of milk do you always buy? (Choose one only)
A. 236ml / box (Go to Q13a.)
B. 946ml / box (Go to Q13b.)
C. 1.5 - 2 litres / plastic bottle (Go to Q13c.)
13a. Why do you buy 236ml/box size milk? (Can choose more than one)
A. Lower price
B. More fresh
C. Convenient (No need cups to drink and can drink on the road)
D. Easy to control how much milk we drink everyday
E. Limited refrigerator space at home, so choosing small pack
13b. Why do you buy 946ml/box size milk? (Can choose more than one)
A. Lower price
B. More Fresh
C. Our family drinks milk a lot, big pack is better
D. Environment friendly, using less paper
13c. Why do you buy 1 - 2 litres/plastic bottle size milk?
A. Cheaper
B. More fresh
C. Our family drinks milk a lot, big pack is better
D. Environment friendly, no use of paper
14. Please select the most important 5 factors influencing your choice of milk brand and
rank them from 1-5. (1 is the most important attribute, 5 is the least important attribute)
A. Good milk taste Ranking: ______
B. High variety, having different flavors to choose Ranking: ______
C. High variety, having different packing size to choose Ranking: ______
D. Famous brand or notRanking: ______
E. Long history of manufacturing milk or not Ranking: ______
F. Attractive packagingRanking: ______
G. Freshness Ranking: ______
H. Country of origin Ranking: ______
I. Low price Ranking: ______
J. High availability (Can buy at any retail stores at any time) Ranking: ______

57
K. Shelf life
L. Others, please specify ____________
15. Please select the most 5 preferred milk country of origin and rank them from 1-5.
(1 is the most preferred, 5 is the least preferred)
______ Japan ______ Thailand ______ Indonesia ______ Hong Kong
______ Mainland China ______ Germany ______ Australia ______ New
Zealand
______ U.S.A Others, please specify ____________
16. Which is the best promotion way to make you try a new brand of milk?
(Can choose more than one)
H. Free demo tasting
I. Advertisement on TVC, magazine, online, etc.
J. Price reducing
K. Road Show (Event on the road)
L. New packaging
M. New flavour milk
N. Others, please specify ______
17. Please select the most preferred 5 milk brands and rank from 1-5.
(1 is the most preferred, 5 is the least preferred.)
______ Meiji (CP-Meiji) ______ Greenfield ______ Pura ______ Browns
______ Harvey ______ Pauls ______ Cheer ______ Vita
______ California Sunshine ______ Kowloon Dairy ______ Trappist ______ Dutch
Lady
______Nestle Dairy Farm ______ Farm Milk ______ 3.6 北海道 ______ 3.7 富良
18. What is the first thing popping out in your mind when talking about Meiji (CP-Meiji)
milk?
Please ask consumers first, if they can’t link anything,please remind them on the below
description and rank them from 1-5 by sequence.
___________________________________________________________________________________
___________________________________________________________________________________
______ Japanese Brand ______ Quality Product ______ High Price
______ 100% Fresh Milk ______ Yummy and Tasty ______ Premium Brand
Others, please specify ____________
19. Do you usually drink Meiji (CP-Meiji) milk?
|__| Yes (Go to Q20.)
|__| No (Go to Q25.)

58
II. Questions to Meiji (CP-Meiji) consumers
20. Which Meiji (CP-Meiji) milk do you or yourfamily member always drink? (Choose one
only)
|__| 4.3 Deluxe Milk 946ml
|__| 100% Fresh Milk Beverage 946ml
|__| High Calcium Low Fat Milk Beverage 946ml
|__| Skimmed Milk 946ml
21. Please select the most important 5 reasons why you choose Meiji (CP-Meiji) milk and
rank from 1-5. (1 is the most important, 5 is the least important.)
______ I love this brand.
(Please specify what kind of feeling Meiji (CP-Meiji) milk give
you________________________)
______ It is a famous dairy brand with long history
______ Good quality (Fresh, nutritious, tasty,etc.)
______ Japanese brand,having confidence
______ Low price
______ Made from 100% fresh milk
______ Attractive packaging
______ Friend recommendation
______ Value for money
______ Not many choices on milk shelf, so choosing Meiji (CP-Meiji) milk
______ Others, please specify ____________
22. Have you ever recommended Meiji (CP-Meiji) milk to your friends?
A. Yes
B. No
23. Will you also purchase milk of otherbrands?
A. Yes. Usually.
B. Yes. Half is Meiji (CP-Meiji),half is other brands
C. Yes, but seldom, mainly choosing Meiji (CP-Meiji) milk
D. No, I like Meiji (CP-Meiji) milk only
24. Which milk brand do you also purchase? (Can choose more than one)
A. Kowloon Dairy
B. Trappist
C. Nestle Dairy Farm
D. Vita
E. Greenfield
F. Cheer
G. Pura

59
H. Browns
I. Harvey
J. California Sunshine
K. 北海道 3.6
L. Others, please specify ______
III. Consumer media use
25. Please select the top 6 media you always go through and rank from 1-6.
(1 is the most frequent using media, 6 is the least frequent using media.)
______ TVB ______ a TV ______ HKTV
______ Cable TV ______ Now TV
______ Apple Daily ______ Sing Tao ______ Ming Pao
______ Oriental Daily ______ The Sun ______ HK Economic
Journal
______ SCMP ______ HK Standard ______ Metro Daily
______ Headline ______ am 730 ______ Sky Post
______ Next Magazine ______ Sudden Weekly ______ Face
______ East Week ______ Oriental Sunday ______ 3 Weekly
______ 饮食男女 ______ U Magazine ______ Weekend HK
______ Baby Magazine ______ Cosmopolitan ______ Cosmo
Girl
______ Elle ______ Jessica ______ 100 毛
______ Facebook ______ YouTube ______ Yahoo HK
______ Twitter ______ Instagram ______ Baby Kingdom.com
______ Taobao
Others, Please specify ___________________, Ranking: ______
IV. Demographics
26. Your gender?
A. Male B. Female
27. What is your age group?
A. Below 18
B. 18 – 25
C. 26 – 30
D. 31 - 40

60
E. 41 – 50
F. 51 – 60
G. 61 or above
28. What is your occupation?
A. Blue collars
B. White collars
C. Management
D. Professors
E. Civil servants
F. Enterprise entrepreneur
G. Housewife
H. Student
I. Others, please specify ____________
29. What is your highest education?
A. Primary schoolor under
B. Secondary school
C. High school
D. Senior college
E. Bachelor degree or above
30. Which category is your monthly personalincome in?
A. HKD 10,000 or below
B. HKD 10,001 – HKD 20,000
C. HKD 20,001 – HKD 40,000
D. HKD 40,001 – HKD 60,000
E. HKD 60,000 – HKD100,000
F. HKD 100,001 or above
Thanks for your time!

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