Kristal-water案例分析.ppt

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,Kristal Water Relaunch,1,Team member,Jessica Liu-Introduction,Janey Zhou-Conclusions,Fairy Zeng-Marketing Strategies,Penny Feng-Research and findings,2,Sales were 60%below forecast,Some customers think it not worth enough,Few people knew our product,Can hardly tell whether its healthier or not,Not Acceptable,Not Available,Not Affordable,3,Mission,Findthepathtoimprovethesalesvolumeofourproducts.,Findtherightplacetoselltheproducts,whatkindofproductsweshouldsell,whoistargetcustomer.,howto increase market share and gain more profits,4,Researching&Findings,Charts analysis,Interview results of consumers,Issues,5,Researching&Findings,The water market share,Kristal less then other high quality water Fontainebleau 5%market share.,6,Researching&Findings,Price comparison,Kristals price isnt the most highest,.,7,Researching&Findings,The product availability,The supply of Kristal is,only available in health food shops and delicatessens,.,8,Researching&Findings,Investigation results from consumers,40%participants mentioned the high price,.,40%doubted its so-called value to health.,20%indicated Kristal cant be found in,supermarket,.,20%have never heard of this brand,.,9,Researching&Findings,The problems,The price is higher than some other waters,.,Kristals value to health is not convincing.,The supply of Kristal is too limited.,Low brand awareness.,10,Marketing Strategies,K,ristal Water Re-launch,Use the best promotions,Product diversification,Sold to the right place,Sold at the right price,11,Marketing Strategies and Action,Product Diversification,Products need to be improved from the following aspects:,*,Types of water,:Spring Water,Mineral Water,*,Sizes,:250ml,500ml,1L.,*,Package,:Plastic bottles,Glass bottles.,Change waterfalls into the image of Alaska.,12,Marketing Strategies and Action,Sold at the Right Price,How to fix the right price:,*Consumers research,*Rivals analysis,*Relation between supply and demand.,Specifications,Price for plastic bottles,Price for glass bottles,250ml,USD1.5,USD1.8,500ml,USD1.9,USD2.2,1L,USD2.3,USD28,13,Marketing Strategies and Action,Sold to the Right Place,Traditional sales channels:Health food shops,Delicatessens,New sales channels:Supermarkets,Convenience stores and to cooperate with hotels,airlines,and exhibitions,14,Marketing Strategies and Action,Use the Best Promotion,Emphasize healthy lifestyle in brand,1,Advertising in the luxury hotel and airlines,2,Sponsor the sport games,3,15,Conclusion,-Feasible strategy for both short and long run,Short Run:,New-image:Change labels and Diversify the product,Product Supply and R&D Center,15,Nov,2011,Official Quality Assurance:Add it into the labels and advertisement,Product Supply,15,Nov,2011,New Sales channels development:Supermarket.etc.,Customer Business Development,15,Dec,2011,Divide Glass and Plastic 50%each for production,Product Supply,Planning first,Pro.after product new-image has been assured,Increase Advertisement range:Airlines or hotels,Marketing,15,Nov.2011,Action Plans,Owner Department,Due Date,16,Conclusion,-Feasible strategy for both short and long run,Long Run,:,1,Cost-Saving projects.,*Eco-technology adaptation in production,*Integration of supply chain(more distribution center,lead-time reduction from production to order,etc.),2,Sustainedly hear”Voice of Consumer”to predict their ever-changing,taste,which could provide guidance to our business strategy.,3,Build relationship with charity agency,increase brand awareness,e,g”1 Fen RMB for the charity”campaign launched by Nongfushanquan,in China.,4,Develop business to the overseas market within 1 Years.,17,Q/A,18,