Kristal water案例分析

JessicaLiu------------IntroductionJaneyZhou------------ConclusionsFairyZeng----------MarketingStrategiesPennyFeng----------ResearchandfindingsSomecustomersthinkitnotworthenoughFewpeopleknewourproductCanhardlytellwhetherit’shealthierornotNotAcceptableNotAvailableNotAffordableFindthepathtoimprovethesalesvolumeofourproducts.Findtherightplacetoselltheproductswhatkindofproductsweshouldsellwhoistargetcustomer.howtoincreasemarketshareandgainmoreprofits◆Chartsanalysis◆Interviewresultsofconsumers◆Issues◆Thewatermarketshare—KristallessthenotherhighqualitywaterFontainebleau5%marketshare.◆Pricecomparison—Kristal’spriceisn’tthemosthighest.◆Theproductavailability—ThesupplyofKristalisonlyavailableinhealthfoodshopsanddelicatessens.◆Investigationresultsfromconsumers—40%participantsmentionedthehighprice.—40%doubteditsso-calledvaluetohealth.—20%indicatedKristalcan’tbefoundinsupermarket.—20%haveneverheardofthisbrand.◆Theproblems—Thepriceishigherthansomeotherwaters.—Kristal’svaluetohealthisnotconvincing.—ThesupplyofKristalistoolimited.—Lowbrandawareness.UsethebestpromotionsProductdiversificationSoldtotherightplaceSoldattherightpriceProductsneedtobeimprovedfromthefollowingaspects:*Typesofwater:SpringWater,MineralWater*Sizes:250ml,500ml,1L.*Package:Plasticbottles,Glassbottles.ChangewaterfallsintotheimageofAlaska.Howtofixtherightprice:*Consumersresearch*Rivalsanalysis*Relationbetweensupplyanddemand.SpecificationsPriceforplasticbottlesPriceforglassbottles250mlUSD1.5USD1.8500mlUSD1.9USD2.21LUSD2.3USD2.8Traditionalsaleschannels:Healthfoodshops,DelicatessensNewsaleschannels:Supermarkets,Conveniencestoresandtocooperatewithhotels,airlinesandexhibitionsEmphasizehealthylifestyleinbrand1Advertisingintheluxuryhotelandairlines2Sponsorthesportgames3ShortRun:New-image:ChangelabelsandDiversifytheproductProductSupplyandR&DCenter15,Nov,2011OfficialQualityAssurance:AdditintothelabelsandadvertisementProductSupply15,Nov,2011NewSaleschannelsdevelopment:Supermarket.etc.CustomerBusinessDevelopment15,Dec,2011DivideGlassandPlastic50%eachforproductionProductSupplyPlanningfirst,Pro.afterproductnew-imagehasbeenassuredIncreaseAdvertisementrange:AirlinesorhotelsMarketing15,Nov.2011ActionPlansOwnerDepartmentDueDateLongRun:1,Cost-Savingprojects.*Eco-technologyadaptationinproduction*Integrationofsupplychain(moredistributioncenter,lead-timereductionfromproductiontoorder,etc.)2,Sustainedlyhear”VoiceofConsumer”topredicttheirever-changingtaste,whichcouldprovideguidancetoourbusinessstrategy.3,Buildrelationshipwithcharityagency,increasebrandawarenesse,g”1FenRMBforthecharity”campaignlaunchedbyNongfushanquaninChina.4,Developbusinesstotheoverseasmarketwithin1Years.