Kristal water案例分析課件

KristalWaterRelaunchTeammemberJessicaLiu------------IntroductionJaneyZhou------------ConclusionsFairyZeng----------MarketingStrategiesPennyFeng----------ResearchandfindingsSaleswere60%belowforecastSomecustomersthinkitnotworthenoughFewpeopleknewourproductCanhardlytellwhetherit’shealthierornotNotAcceptableNotAvailableNotAffordableMissionFind

the

path

to

improve

the

sales

volume

of

our

products.Find

the

right

place

to

sell

the

productswhat

kind

of

products

we

should

sellwho

is

target

customer.how

toincreasemarketshareandgainmoreprofits

Researching&Findings

◆Chartsanalysis◆Interviewresultsofconsumers◆IssuesResearching&Findings

◆Thewatermarketshare

—KristallessthenotherhighqualitywaterFontainebleau5%marketshare.

Researching&Findings

◆Pricecomparison

—Kristal’spriceisn’tthemosthighest.

Researching&Findings

◆Theproductavailability

—ThesupplyofKristalis

onlyavailableinhealthfoodshopsanddelicatessens

.

Researching&Findings

◆Investigationresultsfromconsumers

—40%participantsmentionedthehighprice.

—40%doubteditsso-calledvaluetohealth.—20%indicatedKristalcan’tbefoundinsupermarket.—20%haveneverheardofthisbrand.Researching&Findings

◆Theproblems

—Thepriceishigherthansomeotherwaters.

—Kristal’svaluetohealthisnotconvincing.—ThesupplyofKristalistoolimited.

—

Lowbrandawareness.MarketingStrategiesKristalWaterRe-launchUsethebestpromotionsProductdiversificationSoldtotherightplaceSoldattherightpriceMarketingStrategiesandAction

ProductDiversificationProductsneedtobeimprovedfromthefollowingaspects:*Typesofwater:SpringWater,MineralWater*Sizes:250ml,500ml,1L.*Package:Plasticbottles,Glassbottles.ChangewaterfallsintotheimageofAlaska.

MarketingStrategiesandAction

SoldattheRightPriceHowtofixtherightprice:

*Consumersresearch*Rivalsanalysis*Relationbetweensupplyanddemand.SpecificationsPriceforplasticbottlesPriceforglassbottles250mlUSD1.5USD1.8500mlUSD1.9USD2.21LUSD2.3USD2.8MarketingStrategiesandAction

SoldtotheRightPlaceTraditionalsaleschannels:Healthfoodshops,DelicatessensNewsaleschannels:Supermarkets,Conveniencestoresandtocooperatewithhotels,airlines

andexhibitionsMarketingStrategiesandAction

UsetheBestPromotionEmphasizehealthylifestyleinbrand1Advertisingintheluxuryhotelandairlines2Sponsorthesportgames3Conclusion

------FeasiblestrategyforbothshortandlongrunShortRun:New-image:ChangelabelsandDiversifytheproductProductSupplyandR&DCenter15,Nov,2011Official

QualityAssurance:AdditintothelabelsandadvertisementProductSupply15,Nov,2011NewSaleschannelsdevelopment:Supermarket.etc.CustomerBusinessDevelopment

15,Dec,2011DivideGlassandPlastic50%eachforproductionProductSupplyPlanningfirst,Pro.afterproductnew-imagehasbeenassuredIncreaseAdvertisementrange:AirlinesorhotelsMarketing15,Nov.2011Action

PlansOwnerDepartmentDueDateConclusion

------FeasiblestrategyforbothshortandlongrunLongRun:1,Cost-Savingprojects.*Eco-technologyadaptationinproduction*Integrationofsupplychain(moredistributioncenter,lead-timereductionfromproductiontoorder,etc.)

2,Sustainedlyhear”VoiceofConsumer”topredicttheirever-changingtaste,whichcouldprovideguidancetoourbusinessstrategy.3,Buildrela