醬油基礎(chǔ)知識及市場分析

醬油基礎(chǔ)知識及市場分析Content內(nèi)容Market

Size

and

Segment市場規(guī)模和細(xì)分Soy

Sauce

Market

Size醬油市場規(guī)模Soy

Sauce

Segment

and

Trend醬油品類細(xì)分和趨勢Consumer

Consumption

and

Habit消費者消費習(xí)慣Purchase

behavior購買行為Cooking

Habit

and

Attitude烹調(diào)習(xí)慣和態(tài)度Brand

Competition

and

Image品牌形象和競爭Market

Share

of

Brands品牌市場份額Brand

awareness

and

Image品牌知名度和美譽度

Key

driver

for

overall

liking(sensory)驅(qū)動喜好的要因素(感官的)Market

Size

and

Segment市場規(guī)模和細(xì)分MKT

Size

&

Consumption市場規(guī)模和消費年市場份額Source:

ACNielsen

RASource:

TNSofres

CP年人均消費調(diào)味品中最大的品類，滲透率達(dá)97%上海以其眾多的人口和成熟的餐飲業(yè)而成為最大的市場北京每年消費醬油量最多，而廣州的人均花費最高。Soy

Sauce

MKT

Structure醬油市場結(jié)構(gòu)消費量消費金額平均價格(元/升)廣州北京上海生抽5.97.45.9老抽6.37.96.1醬油10.03.63.4風(fēng)味11.86.16.6廣州以生抽為主上海仍以普通醬油為主，但逐漸轉(zhuǎn)向生抽和老抽市場北京也以普通醬油為主，預(yù)計也將和上海一樣，逐漸轉(zhuǎn)向生抽和老抽市場Source:

TNSofres

CPSegmentation

of

Soy

Sauce醬油市場細(xì)分消費者給出的快速細(xì)分:Guangzhou廣州生抽,老抽

&

“蘸”的(Sheng

chou,

laochou

&

dipping)Beijing北京Sheng

chou,lao

chou

&ordinary

jiang

you生抽，老抽，醬油Cooking

&

dipping/mixing燒菜的，蘸的/涼拌的Shanghai上海Sheng

chou,lao

chou&

ordinary

jiang

you生抽，老抽，醬油By

class按等級Guangzhou廣州By

class按等級By

taste按口味Shanghai上海炒菜的

&沾的/涼拌Beijing北京

By

class檔次(Cooking

&

dipping/mixing()Premium

users高檔使用紅燒的

& 沾的 者)(Stewing

&

dipping) By

acceptance

level可接受的水平(大眾消費者)其他細(xì)分準(zhǔn)則:Segmentation

of

Soy

Sauce醬油細(xì)分醬油產(chǎn)品都以使用來細(xì)分使用主要是指將醬油用作:蘸/拌炒菜(用法基于不同的烹調(diào)方法)蒸(GZ)燉(GZ,BJ)紅燒(SH)腌(所有城市，主要在北京)一般炒菜(所有城市)Segmentation

of

Soy

Sauce醬油細(xì)分Dipping沾用于蘸魚，肉，海鮮，蔬菜，餛飩等.食品可以是蒸過的或是煮過的，口味較淡火鍋廣州:白灼,Steaming蒸在廣州最普遍在廣州,用最少的其他調(diào)味品，稱為清蒸如.蒸魚(醬油通常在燒完后灑在表面),蒸雞,蒸肉Mixing拌(SH,BJ),撈(GZ)-BJ,SH: 冷菜(中式色拉)如黃瓜,海蜇,豬肉,雞肉等.-夏天非常普遍-GZ:炒面，并與醬油和油相拌Segmentation

of

Soy

Sauce醬油細(xì)分Stir

frying炒通常是蔬菜炒肉肉可以是事先腌過的很多家庭主婦在炒蔬菜時基本上不加任何醬油shao)紅燒在上海非常大食物(代表性的是魚和肉)將燒成半熟，然后加老抽，糖，等煮15-30分鐘(因此叫紅燒).Deep

marinating腌肉,鹵中式風(fēng)味的腌肉,在北京很普遍廣州–鹵水肉，鹵水鴨等(但現(xiàn)在有專門的鹵水汁可代替醬油

)通常需要較深的顏色Braising

(red

stew,hongStewing燉,燜-和紅燒相似，但須更常的時間GZ:

燜BJ:

燉-希望有較深的顏色紅燒/燉,燜炒冷菜/蘸/蒸烹調(diào)方式顏色>>口味顏色>口味口味>顏色包裝玻璃瓶塑料瓶桶裝袋裝老抽(SH/GZ)醬油(BJ)-醬油(SH/BJ)(包括紅燒/黃豆)-醬油(SH/BJ)(包括黃豆和紅燒)生抽(GZ)醬油(BJ)-醬油(BJ)醬油(BJ)生抽(GZ)生抽(GZ/SH)醬油(BJ)風(fēng)味醬油(SH)(-包括宴會/辣味/蒸魚豉油)-海天/淘大-金獅淘大家樂淘大/寬海天家樂/老蔡醬油(SH/BJ)老抽(SH/BJ)老蔡/海鷗金獅-海天/之美齋-Master/金獅-海天/李錦記-太太樂-淘大-家樂-海天/淘大-寬更高檔醬油細(xì)分市場與品牌的聯(lián)系經(jīng)濟(jì)實惠發(fā)展趨勢--上海:-普通醬油仍處主導(dǎo)地位75.070.561.255.013.914.712.85.59.35.58.78.716.221.6SH"01SH"02SH"02-逐漸向老抽和風(fēng)味醬油過度生抽 老抽 醬油10.2

11.2風(fēng)味醬油量SH"01金額Source

:Consumer

Panel結(jié)論和暗示結(jié)論:

市場巨大，每個地區(qū)由于烹調(diào)方式不同而具有不同的是市場細(xì)分

整個品類向高檔產(chǎn)品發(fā)展，特別是上海，北京隨之暗示:

必須重視的具有吸引力的市場

每個地區(qū)的每個細(xì)分市場需要不同的策略GZ:開發(fā)高檔產(chǎn)品

SH:開發(fā)老抽／生抽以提高形象和毛利BJ:為了品牌形象需要老抽／生抽，但也得注重普通醬油市場以獲得市場份額消費者行為透率:基本上每個人都使用醬油，但因城市和細(xì)分市場而不同仍有空間提高生抽和老抽在東區(qū)和北區(qū)以及風(fēng)味醬油在各區(qū)的

透率Source:

Consumer

Panel

-Y2002By

Type

of

S.

SauceBy

Package

of

S.

Sauce消費者的購買行為—上海每個家庭平均每年消費7.3L,34RMB的醬油,用量較多的消費者為每年14.7L購買頻率:醬油每兩月一次,老抽/風(fēng)味醬油每四月一次普通醬油使用者也購買其他醬油,平衡高檔醬油和大眾化醬油,不同的烹飪方法是用不同的醬油每次購買,她們愿意花3元買普通醬油或者是風(fēng)味醬油,但愿意花8元買老抽老抽通過提高滲透率獲得市場份額,但還有很大的空間繼續(xù)發(fā)展.同時,醬油有著很高的滲透率,但比去年有所減弱.Switch

Index9474121機(jī)會:生抽和風(fēng)味醬油用于冷菜,涼拌和蒸菜Source

:Consumer

Panel購買頻率:每兩月購買一次袋裝醬油,瓶裝每四月一次,桶裝半年一次.瓶,在罐入先買瓶裝,然后將袋裝醬油罐入瓶裝內(nèi),然后買新平衡方便和經(jīng)濟(jì)實惠消費者愿意為買瓶裝而多付出塑料瓶:輕,容易攜帶,并比玻璃瓶便宜玻璃瓶:跟高檔/衛(wèi)生/安全桶裝因方便,經(jīng)濟(jì)實惠以及消費者忠誠度的提高而發(fā)展(大包裝,價格便宜)但也有人擔(dān)心新鮮度的問題,因為在家里會保存較長時間機(jī)會1

L桶裝玻璃瓶,高檔醬油Switch

Inde1099594消費者購買行為–上海Source

:Consumer

Panel消費者的情況-上海重度消費者,占人口的20%,但消費了總量的40%,占金額的37%那些收入中等和較低的重度消費者仍然傾向于買袋裝醬油,但與去年相比,使用老抽和玻璃瓶裝醬油中等和較低收入的中度消費者正向老抽和風(fēng)味醬油轉(zhuǎn)入,從袋裝向桶裝轉(zhuǎn)換收入很低的輕度消費者(占人口的50%),向玻璃瓶老抽/風(fēng)味醬油轉(zhuǎn)換Source

:Consumer

Panel重度消費者的消費行為—上海消費者比率-醬油種類消費者比率–包裝上海市場在不斷變化,75%的消費者會使用至少兩種種類和兩個包裝的醬油Source

:Consumer

PanelConsumer

Purchase

Behavior-

BJPenetrationQB(Liter)/NB

EXP

(RMB)

/NB#

of

PurchaseLoyalty

RateAverage

PricePenetrationEXP

(RMB)

/NB#

of

PurchaseLoyalty

RateAverage

PriceSoy

Sauce

PackageQB(Liter)/NBSoy

Sauce

TypeEach

BJ

Household

consume10L

and

spend

38RMBBJ

is

similar

as

SH,dominated

by

Jiangyou

withhigh

penetration

and

loyaltyBJ

is

forecast

to

follow

SHto

upgrade

to

Light/Dark

SSalthough

very

low

penetrationnowDifferent

from

SH,

G.Bottleand

barrel

are

much

importantthan

Pouch,

even

withJiangyouBeijinese

has

lesspurchase

frequencycompared

to

SH,

and

withhigher

volume

per

time

(

2bottle/

pouch

pertime,

1

barrel

per

time)

due

toless

convenient

of

shoppingenvironment

compared

to

SHOpportunity

for

1L

bottle/barrel不用翻Source

:Consumer

PanelHeavy

consumer

Purchase

Behavior-

BJ82%

heavy

user

are

regular

only

or

regular

+

light

buyer31%

heavy

user

are

glass

bottle

exclusive

user,Medium

user

are

more

duplicate

user,

who

like

to

try

different

type

of

SS,

easyupgrade

to

other%

of

buyer-Type

of

SS%

of

buyer

-

Package不用翻Source

:Consumer

PanelH/M/L

User

profile

and

What

they

use

-

BJSoy

sauce

used

by

H/M/L

userHeavy

use

use,

20%

of

population,

but

consume50%

of

volumeThey

are

clearly

skew

to

low

income

and

bigfamily,

affordable

is

very

importantRegular

soy

sauce

dominate

heavy

user’

basketMedium

are

more

medium

incomeLight

are

small

familyMedium

and

light

user

are

easy

to

upgrade

todark/

light

soy

sauceOpportunity:Target

Medium

user

first

with

Dark/light

soysauce

in

Barrel/G.Bottle

to

build

imageSell

affordable

regular

soy

sauce

in

glass

bottleto

heavy

user

for

vol/val

share不用翻Source

:Consumer

PanelConsumer

Purchase

Behavior-

GZPenetrationQB(Liter)/NB

EXP

(RMB)

/NB#

of

PurchaseLoyalty

RatePenetrationEXP

(RMB)

/NB#

of

PurchaseLoyalty

RateAverage

PriceSoy

Sauce

TypeSoy

Sauce

PackageQB(Liter)/NBGZ

consume

less

(

6.6L)butspend

most

(44RMB)

on

soysauce,

esp.

on

Light

soy

sauceLess

purchase

frequency,

lessvol.

purchase

each

time

exceptLight

soy

sauce

(

mainly

1

barrelor

1

bottle

each

time)about

50%

user

buy

soy

sauce

inbottle

and

barrel,

but

29%

areexclusive

Glass

bottle

only,

and12%

barrel

onlyNo

pouch

in

GZ,

but

stillquite

strong

with

Bulk

withthe

cheapest

priceAverage

Price不用翻Source

:Consumer

PanelHeavy

consumer

Purchase

Behavior-

GZHeavy

user

not

only

use

light

soy

sauce,

but

also

regular

and

Dark

soy

sauceMost

of

heavy

user

buy

bottle

and

barrelMore

than

half

of

light

user

are

only

use

one

type

of

soy

sauce:

either

light

orregular

Soy

sauce55%

of

light

user

are

exclusive

one

package

user

either

Glass

bottle

or

barrel不用翻%

of

buyer

-

Type

of

SS %

of

buyer

-

PackageSource

:Consumer

PanelWho:

H/M/L

User

profile

and

What

they

use

-

GZSoy

sauce

used

(Vol)by

H/M/L

userHeavy

user

use

is

big

familyHeavy

user

is

more

light

soy

sauce

in

barrel不用翻Source

:Consumer

Panel通路:上海以現(xiàn)代通路為主(over

90%)北京/廣州的主要通路也是賣場和超市(占80%)Volume

Based Value

BasedSource

:Consumer

Panel結(jié)論&暗示結(jié)論:

總體醬油的滲透率很高,但老抽和生抽的滲透率不高

每年每個家庭的醬油花費在廣州為50元以下,北京和上海在40元以下

購買頻率為每兩個月一次(上海北京為普通醬油,廣州為生抽),其它較低

每次購買量大概為1升,不包括風(fēng)味醬油

在上海,大多數(shù)人會購買兩種包裝以上的醬油

在上海和北京,重度消費者傾向于購買普通醬油,中度和輕度消費者傾向于購買老抽和

生抽暗示:

在上海和北京,開發(fā)老抽和生抽醬油具有很大的機(jī)會

每年的消費量很低,具有很大的空間提高消費量,有機(jī)會向高檔醬油轉(zhuǎn)換有機(jī)會發(fā)展1L包裝

有機(jī)會做各種醬油的聯(lián)合促銷

有更多的機(jī)會在中度和輕度消費群中提高醬油的檔次,尤其在北京烹調(diào)習(xí)慣及態(tài)度食品結(jié)構(gòu)&菜肴數(shù)量北京廣州上海=蔬菜=蔬菜豬肉>牛肉/羊肉>海鮮/家禽+海鮮>豬肉>家禽/牛肉/羊肉+=蔬菜?冬天品種較少海鮮>豬肉>家禽/牛肉/羊肉+目的-消除饑餓,補充能量-方便快捷-消除饑餓-方便-營養(yǎng)/口味-聯(lián)結(jié)整個家庭Source

:H&A

+

quali.烹調(diào)方式&使用的醬油運用各種不同烹飪方式的家庭主婦比例:運用不同烹飪方式的菜肴的比例:生抽老抽生抽/

風(fēng)味醬油醬油/老抽醬油/老抽生抽生抽老抽生抽/

風(fēng)味醬油醬油/老抽醬油/老抽生抽Source

:Consumer

Panel醬油市場細(xì)分:運用Stewing

燉,燜Marinating腌肉口味至關(guān)重要Mixing拌著吃Steaming蒸

Dipping沾著吃Stir

frying炒Braising紅燒顏色至關(guān)重要顏色不能太深, 不然會覆蓋食物的顏色,醬油的口味是最重要的必須給食物帶來亮紅色,口味來自于其他調(diào)味品,如糖對醬油的需求Source

:

Knorr

Brand

Key

Quali.

2003Dipping沾著吃Stir

frying炒Braising紅燒Stewing

燉,燜Marinating腌肉-生抽非常重要(蒸,炒,也可用作其他各種用途)-老抽偶爾使用-蘸的醬油上海-大眾消費者:醬油+生抽用于蘸食,涼拌-高檔消費者:生抽+老抽或醬油,有些使用較貴的蘸醬油北京-大眾消費者:僅使用醬油,或加一點生抽-高檔消費者:醬油/老抽+生抽-有些使用較貴的蘸醬油不同城市不同使用方式:醬油市場細(xì)分:運用口味至關(guān)重要Mixing拌著吃Steaming蒸廣州:顏色至關(guān)重要Source

:

Knorr

Brand

Key

Quali.

2003烹調(diào)方式和醬油的趨勢—上海Volume

BasedValue

Based更多的海鮮/蔬菜更少的肉類?趨向老抽?更多的生抽/風(fēng)味醬油?趨向瓶裝和桶裝袋裝醬油的消費群為50歲左右塑料瓶醬油的消費群為40歲左右塑料瓶醬油的消費群為30歲左右More

disposable

income由于營養(yǎng)過剩產(chǎn)生的新的健康問題 需要更多的健康飲食習(xí)慣烹調(diào)的時間壓力更多的蒸/炒較少的紅燒/燜使用較少醬油(平均消費量:在上海減少3.6%)花費更多高質(zhì)量,高檔醬油(每次購買的花費:增長4.5%)較少的購買頻率(每年減少3.5%)Sales

Volume

‘000

LiterGrowth

Rate:

-2.5%Sales

Value

M.

RMBGrowth

Rate:

2.5%Average

Price

is

5.1%higher

than

year

ago.Source

:Consumer

PanelDark

Soy

96Flavor

Soy

79Light

Soy

916.9%4.7%88.4%On

100%

Loss

(-172)Plastic

Bottle

75Barrel

96Bulk

817.1%On

100%

Gain(+13)3.9%Jiangyou

still

dominate

the

market

in

SH,

but

switch

to

Dark

SS,

as

well

FlavorPouch

is

still

popular

in

SH,

but

switch

to

Barrel

as

well

G.BOn

100%

Loss

(-272)Soy

Sauce

Switch

Way:GlassBottle

90Source

:ConsumerPanelCensydiam

Model

For

CookingIndividualRecognitionWithdrawing

toInner

WorldGoing

toOuter

WorldFun/

EnjoycookingFinish

thecooking

dutyBelongingDo

for

myselfIntegrationHarmony

andintegrateCalm

downinsecure,

berecognitionCare

&NourishfamilyShow

offcooking

skill,show

my

valueSource

:

Palatex-CensydiaCook

Segment

and

NeedsFun/

EnjoycookingHarmony

&integrateBelongingDo

formyselfCalm

downinsecure,

berecognitionFinish

thecooking

dutyCare

&Nourish#1

15%Creatingillusion

ofcooking#2

27%Cookingfor

love#3

14%Cook

forsurvive#7

11%Keeping

allin

balanceShow

offcooking

skill,show

my

value#

8

8%show

off#

5

4%

Cook

forappreciation#6

7%

cookfor

impress#4

14%

savefaceSource

:

Palatex-CensydiaSoy

Sauce

Current

PositionFun/

EnjoycookingHarmony

&integrateBelongingDo

formyselfCalm

downinsecure,

berecognitionFinish

thecooking

dutyCare

&Nourish#1

15%#2

27%Cookingfor

love#3

14%Cook

forsurvive#7

11%Keeping

allin

balanceShow

offcooking

skill,show

my

value#

8

8%show

off#

5

4%

Cook

forappreciation#6

7%

cookfor

impress#4

14%

savefaceLKKLaocaCireatingillusion

ofcookingHaitianSeagullNew

LCAMOYKnorrSource

:

Palatex-CensydiaCity

Culture

&

Attitude

DifferenceSource

:

KnorrBrand

Key

Quali.

2003

+

otherqualiChengduBeijingGuangZhouEnjoy

Tasty

FoodTop

important:

Money,

more

realistic,

down

toearthBe

pound

of

food

culture

(

rich

and

variable

food)Want

to

be

a

boss,

even

very

small

companyPut

many

effort

on

cooking,

and

many

enjoy

itGreat

pleasure

in

eating

than

functional

valuesEmphasis

on

freshness

and

naturalnessFamily

oriented

although

kid

is

importantSelf

image:

capable,

great

cook

“

I

feel

good”TraditionalDream

to

be

a

powerful

officer,

moreinterestingin

Politic

rather

than

foodFood

is

not

hot

topic,

less

effort

spent

in

cookingMore

basic

in

cooking

&

eating,

a

routine

andnecessity-

Ensure

balance

and

naturalnesswhole

family-

Self

image

as

a

cook:

not

expert,

but

feel

all

right“

That

is

the

best

I

can

do”Result

OrientedDream

to

beexcellentwhitecollar,

high

income,

great

livingstandFamous

to

be

Good

at

balancevalue

and

money,

capablehousewifeModern

and

open

to

WesternExtremely

kid

oriented,

kid’success

is

their

dreamSee

the

functional

roleof

meal:better

performance

now

andShafnugthuraraeiBuy

fresh

food

not

only

tastybut

also

helpful

on

nutritionPut

great

effort

on

cooking,Self

image:

Ok

to

be

a

great

cook”I

try

hard”BJSH-Kid

preference

influence

me,b不ut

th用ink

mo翻re

forConclusion

&

Implication

Stir

fry

is

main

cooking

way,Cantonese

is

more

steaming

and

SHis

more

braising

Trend

is

more

steaming

and

lighttasteDifferent

need

for

different

SS–

Color

oriented

for

braising

Most

of

Chinese

are

family/kidorientedshow

the

love:

27%

or

control

and

balanceeverything:15%or

just

finish

the

cooking

job:14%

Still

11%

are

very

insecure

cookingway,

need

to

assuranceConclusion:

Implication:

New

innovation

which

can

suitfor

new

cooking

trend:for

steaming/

dipping

SSless

salty

SS

Target

consumer

who

is

caringand

harmony

need

mother

which

is

42%–

Taste

oriented

for

steaming/Dippi?ng

Very

few

Chinese

is

foodindulgence

oriented,

should

LCtarget

not

only

showoffhousewife,

but

also

target

thosewho

need

secure

super

tasteresultBrand

CompetitionPerceptual

Mapping

-

GuangzhouDippingMixingCookingHigh

qualityMaggieMasterLKKJammy

ChaiHai

TianKnorrAmoyZhu

JiangshopsIn

GZ,

quality

issignaled

by

brand

&priceAlmost

all

products

inmarket

are

consideredof

at

least

averagequalityLow

qualityCheap

brandssold

by

hawkers,small

corner不用翻Source

:

Knorr

Brand

Key

Quali.

2003Perceptual

Mapping

-

ShanghaiDippingMixingLow

qualityHigh

qualityMaggieKikkomanSeagullCookingHai

Tian

LKKLao

CaiAmoyKnorrTotoleBanquetMasterJiang

you

in

generalLao

chou

in

generalSheng

chou

in

generalJiang

you(have

to

cook

before

use)Source

:

Knorr

Brand

Key

Quali.

2003Perceptual

Mapping

-

BeijingDippingMixingCookingLow

qualityHigh

qualityMaggie(described

as“seafood

soy

sauce”)Mass

usersJiang

you

in

generale.g.

Kun

Pai,

Jin

ShiLao

chouin

generale.g.

Amoy,

LKKSheng

chou

in

generale.g.

Amoy,

LKKPremiumUsersJiang

youin

general不用翻Source

:

Knorr

Brand

Key

Quali.

2003Perceptual

Mapping

–

LikelyScenario

in

the

FutureDippingMixingLow

qualityExpensive

soy

saucee..g

Maggi,

Master&

Kikkoman

(SH)Shen

Chou

for

dipping/

mixing(older,

less

well-off

people)High

qualityLao

Choufor

braising

stewingSheng

chou

for

general

cookingOrdinary

jiang

youfor

braising,

stewing

(BJ/

SH)CookingThe

market

seems

to

begoing

to

the

direction

ofmore

distinctive

use

bytype

,

and

on

the

stageof

upgradingSource

:

Knorr

Brand

Key

Quali.

2003Brand

AwarenessTOMSpontaneousAwarenessEvery

TrialMost

OftenTVCAwarenessOther

MediaAwarenessConsideration(Top

2

Boxes)(Feb.

17-Mar.

16)Shanghai

GuangzhouBeijingKnorrLaocaSource

:

ATP

TrackingBrand

AwarenessShanghai

GuangzhouBeijingKnorrLaocaiAmoyHaitianLKKKnorrAmoyHaitianLKKKnorrKuanAmoyHaitianJinshiTOMSpontaneousAwarenessEvery

TrialMost

OftenTVCAwarenessOther

MediaAwarenessConsideration(Top

2

Boxes)Source

:

ATP

TrackingBrand

Image-SH(Feb

17-Mar

16)Laocai

Knorr

HaitianSource

:

ATP

TrackingAmoyBring

out

XianGive

Dish

color

quicklyStrong

soy

bean

tasteIs

cooking

expertIs

innovation

brandfrom

natural

ingredientHelp

kid

smartMake

whole

family

healthAdd

nutrition

to

dishGood

value

for

moneyOffer

something

uniqueIs

better

on

cookingIs

better

for

dippingake

dish

more

appetizingbetter

quality

than

othersBrand

Image-GZBring

out

XianGive

Dish

color

quicklyStrong

soy

bean

tasteIs

cooking

expertIs

innovation

brande

from

natural

ingredientHelp

kid

smartMake

whole

family

healthAdd

nutrition

to

dishGood

value

for

moneyOffer

something

uniqueIs

better

on

cookingIs

better

for

dippingMake

dish

more

appetizingbetter

quality

than

others(Feb

17-Mar

16)Knorr

HaitianAmoy不用翻Source

:

ATP

TrackingBrand

Image-BJ(Feb

17-Mar

16)Bring

out

XianGive

Dish

color

quicklyStrong

soy

bean

tasteIs

cooking

expertIs

innovation

brande

from

natural

ingredientHelp

kid

smartMake

whole

family

healthAdd

nutrition

to

dishGood

value

for

moneyOffer

something

uniqueIs

better

on

cookingIs

better

for

dippingMake

dish

more

appetizingbetter

quality

than

othersKnorr

Haitian

AmoySource

:

ATP

TrackingJinshi不用翻Brand

Awareness

And

Image-SH不用翻Brand

Awareness

And

Image-GZ不用翻Brand

Awareness

And

Image-GZ不用翻Brand

Competition-

Val.

ShareSH+E1+GD+BJ

EastShanghaiBeijingGuangzhouGuangdongSource

:

Retail

AuditLaocai

is

No.3

in

area

where

we

forcusKnorr

has

good

performance

in

East/SH

after

relaunch,

but

need

to

improve

in

GDDish

in

TVC

is

no

relevant

to

Cantonese,

not

sure

the

quality

of

tasteCantonese

more

enjoy

eating

whilst

Shanghainese

is

more

end-performance

drivKnorr

still

weak

in

BJ

due

to

later

Media

supporting

in

BJSH:

Key

Competitor

Within

Each

Segment-Val

ShareFlavor

S.

SauceRegular

S.

SauceDark

S.

SauceLight

S.

SauceFlavor

SS14.7Regular

SS55.021.6Dark

SS8.7Light

SSSH"02Source

:

Consumer

PanelBJ:

Competitor

Within

Each

Segment-Val

ShareLight

Soy

SauceRegular

Soy

SauceFlavor

SS1.2Dark

Soy

SauceFlavor

Soy

SauceSource

:

Consumer

PanelDark

SS8.78.0Light

SS不用Regu翻lar

SS82.2GZ:

Competitor

within

each

segment-Val

ShareLight

Soy

SauceRegular

Soy

SauceFlavor

SSRegular

SS27.72.4Dark

SS不用翻Light

SS65.9Dark

Soy

SauceFlavor

Soy

SauceSource

:

Consumer

PanelConclusion

&

ImplicationConclusionKnorr

Awareness:SH:

increasing

awareness

and

usage

stable

GZ:

good

media

awareness

and

brandawareness,

but

weak

on

usage

(

relevanton

dish

as

well

as

the

key

benefit”in

TVC?)BJ:

still

weak

due

to

late

TVC

on

airKnorr

Image:

SH:

lead

the

image

on

“

make

kid

smart”,still

weak

on

others

if

compared

the

keycompetitor

GZ:

relative

strong,

which

comes

fromstrong

bouillon

position

BJ:

very

weak,

only

Amoy/Jinshi

lead

theimage

Key

Competitor:

different

competitor

ineach

segment

in

each

cityRegular:

Amoy/Jinshi/SeagullLight/Dark:

Haitian/

LKKFlavor:

LKK/TotoleImplication:

Wait

more

information

and

judge,

butneed

to

review

the

communication:

steaming

dish

for

GZ

which

is

morerelevantcommunicate

more

on

taste?Different

strategic

for

each

market

GZ:

Increase

penetration

and

conversionwith

sampling,

and

more

innovation

SH:

continuous

media

support

to

growpenetration

and

loyalty

on

Dark/Regularsoy

sauce

SH:

new

innovation

in

Light/Flavor

soysauce

BJ:

Need

media

support

to

awarenessthen

penetration

with

samplingSensory

Overview

Fermented1998

-

2001Sensory

screening

of

commercial

productsMapping

22

commercial

products

Shanghai

using

QDA.10

Sensory

directions

were

identified.About

95

other

Shanghai

products

were

grouped

into

the

10

sensory

directions.10

products

were

selected,

one

for

each

of

the

sensory

directions

for

consumer

liking

test.In-home

product

test

with

commercial

productsProducts

were

tested

in

consumer

liking

test,

QDA

tested

as

such

and

in

a

controlled

dish

(without

meat).Attributes

were

identified

important

for

liking

of

braising

and

dipping

products.unclear.Xien

panelA

xien

panel

is

set

up

consisting

of

from

origin

Chinese

people.A

xien

matrix

was

made

of

food

and

culinary

product

in

general.

In

soy

sauces

xien

is

related

to

theQDA

attributes

that

the

Dutch

panel

uses.QDA

and

In-home

product

test

with

prototypesA

second

liking

test

(10

products)

was

performed

with

prototypes

for

a

braising,

dipping

and

all

purposeproduct.

The

products

were

also

tested

in

QDA

panel.The

panel

has

taken

part

in

the

developing

process

of

optimising

the

braising,

dipping

and

all

purpose

product.Correlations

were

calculated

of

QDA,

liking

and

consumer

attributes,

chemical/physical

data.Important

attributes

(sensory,

consumer,

chemical/physical)

for

liking

are

identified.Sensory

screening

and

Consumer

test

with

Controlled

Key

driversThe

panel

is

retrained

using

the

Spectrum

method

to

be

able

to

work

for

the

key

drivers

project

making

a

model.Key

drivers

for

liking

was

set

up

to

be

able

to

make

a

model

to

predict

liking

with

sensory

andchemical

attributes

and

thus

ingredients.Xien

is

found

to

be

an

important

attribute

fo不r

Chi用nese

c翻onsumer.The

meaning

and

the

relation

with

liking

isSensory

FermentedDirections

in

commercial

braising

soy

sauceKNsgYHdbMGse

SGglWHssWTslKKsscoffeetreacleanimalfermentedrubber/tarcaramelsweetrye-bread

olives

cheese

smokeyearthybitter

fish-like-2-112Dim

1

(38%)-3-2-1012LCga

burntWAksLKssalcoholFERMfErNuTitEtEyDalcoholicTREACLESMmOagKgEiYrye-breadBURNTSPICYMapping

commercial

products

Shanghai

using

QDA

(Report

VD

99

0024).10

Sensory

directions

were

identified.Flavour

(aroma

&

taste)ANIMALICliquoriceLIQUORICEmedicinMEDICINALparfumisticMAmGetGaIlcervelaatsaltsourCHEESY0Dim

2

(32

%)不用AMgl翻Sensory

FermentedConsumer

liking

of

commercial

soy

sauces10

products

were

selected,

one

for

each

of

the

sensory

directions

for

consumer

liking

test.Product

were

tested

in

consumer

liking

test,

QDA

tested

as

such

and

in

a

controlled

dish

(without

meat).不用翻Braising,Right

Glossiness,Perfect

Dish+Sweet,

TreacleCitric

Acid,pHVariance

Explained:81%

(cons.)

-

68%

(QDA)

-

73%

(chem.)Expressed

as

factors

e.g.:Liking

=

-0.140

*

Sour

+

0.092

*

Sweet

+..LikingSalt_Astringent,Sour,

Bitter,SaltNaCl

NitrogenAcetic

acidphenylethanolA

second

liking

test

(10

products)

was

performed

with

prototypes

for

a

braising,

dipping

and

all

purposeproduct.

The

products

were

also

tested

in

QDA

panel.Correlations

were

calculated

of

QDA,

liking

and

consumer

attributes,

chemical/physical

data.Important

attributes

(sensory,

consumer,

chemical/physical)

for

liking

are

identified.Sensory

FermentedCorrelations

with

liking

for

prototypes

of

soy不用翻Sensory

FermentedWhat

does

XIEN

mean?Xien

is

found

to

be

an

important

attribute

for

Chinese

consumer.

The

meaning

and

the

relation

with

likingis

unclear

(report

VD

99

0403).A

xien

panel

is

set

up

consisting

of

from

origin

Chinese

people.First

by

means

or

group

discussions

a

xien

matrix

was

made

of

food

and

culinary

product

in

general.不用翻Sensory

FermentedSweet/Sour/Salt

balance

influences

xienXien

is

found

to

be

an

important

attribute

for

Chinese

consumer.

The

meaning

and

the

relation

with

likingis

unclear.A

xien

panel

is

set

up

consisting

of

from

origin

Chinese

people.In

a

series

of

soy

sauces

xien

is

related

to

the

QDA

attributes

that

the

Dutch

panel

uses.不用翻Sensory

FermentedScreening

ingredients

to

influence

key

driveA

QDA

panel

screened

ingredients

to

become

able

to

control

the

selected

key

drivers

for

braising

soy

sauces.For

the

following

drivers

ingredients

were

found

to

influence

the

related

attributes:ODOUR:

Molasse

for

LiquoriceAPPEARANCE:

Caramel

for

Brown

colour

/

Red

Koji

for

Red

colour/

Textra

for

Viscosity,TransparencyTASTE:

Organic

acid

for

animal,

sour/

Cyclamate

for

sweet/

Makno

for

Savoury,

MaggiIn

a

Spectrum

panel

the

sensorial

effect

of

the

selected

ingredients

were

measured

in

a

standardised

braisingpork

dish.

Three

concnetration

levels

were

selected

to

use

in

the

consumer

test.A

Taguchi

design

has

been

used

in

which

combinations

of

drivers