联合利华的Jumbo(家乐)鸡精推广策划案

2020/2/251JUMBOPROPOSITION2020/2/252WHOAREWE?J&MhadbeenestablishedintheChinamarketforthelastdecade.BackedwithsubstantialexperienceintheFMCG.CurrentlyServingnumerousMulti-Nationalcompaniesintheadvertisingandconsultancyareasfromdifferentsectors.2020/2/253WHOAREWE?Mission:ProvideCompaniesWithTheMissingLinkNeededToAchieveAcceleratedGrowthInMarketShare&BrandEquityThroughStrategic&CreativeCompetencies.2020/2/254WHYWECANHELPU?WeUnderstandYourMarket.WeHaveDoneInDepthResearchIntoYourAreaOfBusiness.ProvideConstantConsultationAgendaToFillTheMissingLink.WeCanCraftGoodStrategiesToAchieveBrandEquity&AchievingCriticalEventualMarketShare.2020/2/255HOWWELLDOWEKNOWYOU?ASynopsisOnTheEvolutionOfFlavorEnhancerInChinaLETUSBEGIN2020/2/256SwitchPeriod:Since1970’sMSGUsedByAllHouseholds&FoodServicesInAllPreparations.ChickenPowderEstablishedFoodservice~ConfinedtoSpecialCulinaryUsagesChineseCuisinemainlyforsoupstock.Non-ExistenceGranulatedPowderUsersManufacturersLocalStateOwnedEnterprises.Non-ExistencewithLimitedBrandsBroughtInbyTraders&SoldInFriendshipstorestypeoutlets.Non-Existence2020/2/257SwitchPeriod:1980’sMSGChickenPowderGranulatedPowderUsersManufacturersLocalOperatorsBranchOfffromSOE.Brandingnon-existentJVfromJapan&Taiwan.MoreestablishedinMid1980’s.ParallelImportsMainlyFoodservicesOnAnincrease.Non-ExistenceMoreAffluentFamiliesstoppedusageinSouthChina~PRDareas.SignificantReductionInusageForFoodservicesHouseholdConsumptionIncreasedSignificantlyNationWide.ExpandedUsageInFoodservices~mainlyInlocalizedRestaurants&EatingHouses.Non-Existence2020/2/258SwitchPeriod:1990’sMSGChickenPowderGranulatedPowderUsersManufacturersPrivateEnterprisesstartedtomushroomacrossthecountry.LocalManufacturerpartnerswithforeigninvestorstoformJVs.Resultinginrapidproductdiversification.KNORR1stMNCtosetupinSouthChinainearly1990’s.JumboOperationstartedin.Morethan100brandspenetratedintothismarketfrommid1990’sonwards..DevelopedinLate1990’sDomesticConsumptiondroppedSignificantlyInMajorCities.Foodserviceusageincoastalregionsconfinedonlytosomefoodpreparation.Domestic&FoodservicesMarketReachesSaturationPoint.TheresultofMultipleBrandIntrusion&IntroductionOfGranulatedBouillon.GoodBrandingstartstobuildLoyaltyMid1990’sHouseholdTrialUsageStarted2020/2/259SwitchPeriod:Late1990’sMSGChickenPowderGranulatedPowderUsersManufacturersConsumerslackofdemandforthisproductcausesmanufacturerstolookforotherreplacements.Competitionnotchesupfurther.CannibalizationbetweengranulatedbouillonInthisperiod,Granulatedmademassiveheadwayintothismarket.MostMfr’swereMSGproducersutilizingExistingprocesses.Despitehigherproductioncost,itwassoldbelowits’actualvalue.MostBrandsusesFoilbags&Tinforbiggerpackaging.Owingtobetterlifestyleandamorehealthconsciousattitude.ConsumersarerapidlyswitchingMSGforalternativehealthierproducts.MSGusersaredecreasingatarapidrate.Domestic&FoodservicesMarketReachesSaturationPoint.TheresultofMultipleBrandIntrusion&IntroductionOfGranulatedBouillon.GoodBrandingstartstobuildLoyaltyMid1990’sHouseholdTrialUsageStarted2020/2/2510Competitor’sComparativeAnalysisDistributionChannels:KeyAccountUNILEVERBestFoodsSales/TradeMarketingJUMBONESTLESales/TradeMarketingBranchOfficesSalesCenterIntermediariesKeyAccountKeyAccountModernRetailTraditionalRetailIntermediariesModernRetailTraditionalRetailBranchOfficesSalesCenterIntermediariesModernRetailTraditionalRetail2020/2/2511ConsumerPurchaseHabit&OpportunitiesRelevanceofeachMarketSegmentModernRetailTradeFoodServicesInstitutionsTraditionalSundryStoresatWetMarketTraditionalProvision/GroceryStoresAwareness&TrialBuildingDoorForBasket&ImpulsepurchaseIntertwinePickUppurchaseforregularUser&AwarenessBuildingatPOPConvenienceForRegularUserSpringboardOnlyIfcommunicated2020/2/2512JUMBO(NewPackaging)Pre-LaunchPlanFinalizationofPackaging&RecipeInventoryStatusManagement•Exfactory/DistributionChannels/retailTradeEvaluation&StrategicReplacementOptionsStrategicInventoryClearancePlanPricingReviews2020/2/2513ChecklistForPre-LaunchCampaignPackagingdesignInprogress~ReviewKeyCommunicationMessage~Review&evaluatetherangeofSKUsbasedonexistingsalesvolume~ReviewTheAveragesell-inquantitybySKUtoretail;POSmerchandisingopportunitiesRecipeConfirmation~Finalizationclaims&statementswithrelevantauthorities.~In-Houseformulationtrial.(KitchenTest)~Contingencyformulationamendmentsforkeyingredients.a.FinalizationOfPackaging&Recipe2020/2/2514ChecklistForPre-LaunchCampaign~EvaluatepossibilitiesofreducingnetcontentofeachSKU(bygram)~Re-evaluatepackagingmaterials(evenfornextphaseconsideratione.gfromglasstoplastic.Tinringpulltofoilseal)Action:Toseekalternatives“tocushion”theincreasedformulationcost.b.Cost&PricingReview2020/2/2515ChecklistForPre-LaunchCampaignEx-Factory;Packaging;Product~Tobeobsoleteingredients~Packagingmaterialsofolddesign~Semi-finishedstocks~FinishedStocks:1.RunoutSKU2.Stockwith6monthsshelf-life3.Stockwithmorethan1yearshelflifeDistributiveTradeDistributor:1.HighestSKUbalancedstock2.SKUthatneedsreplenishment3.Stockwith6monthsshelflife4.DamagedStock(Packaging)c.I