Products of Mengniu Group product promotion place price

Products of Mengniu Group 成员: 刘庆(product) 易思琴(promotion) 石江芬(place) 陈汝佳 （price)

Background of Mengniu Group • • • Mengniu Group is a business that meet the needs of milk market. It was founded in 1999, with total assets of more than 8 billion yuan, nearly 30, 000 employees, annual production capacity of dairy products reached 5 million tons. It has liquid milk(� 奶）, yogurt, ice cream with milk, cheese, five series of more than 200 items. The incumbent president is Sun. Yiping.

Product of Mengniu • The basic products : Mengniu pure milk 蒙牛纯牛奶 high calcium milk 高钙调制牛奶 high calcium modulation low-fat milk 低脂高钙调制牛奶

Brand list of Mengniu

Product category The normal temperature liquid state milk　常温液态牛奶 The low temperature liquid statemilk　　低温液态牛奶 Raw materials of dairy products　　　　 乳制品原料 Mengniu ice cream　　蒙牛冰淇淋 Milk powder　　奶粉

Products manufacturing • From the European advanced management ideas under the large or medium-sized Ranch中小型企业. • Using the "flash" technology, in the premise of not destroying the milk nutritional value, low temperature evaporation part of the water, taste more fragrant. • After a flash of Mengniu milk "whole milk solids" content far beyond the provisions of the national 11. 2% standard, bring you rich nutrition.

Performance • It is Chinese astronaut special milk • NBA Chinese official Marketing Partner • Become the first in Chinese dairy industry competitiveness • The national advanced unit, quality of service • China‘s most consumers trust Award

Price • Pricing strategies • 1. Marketing penetration(市场渗透定价战略） eg: The unit price of European fermented milk is about 5. 9 RMB, now in order to take up a large share of the market, if you buy three, there will give two to you for free.

• 2. Market skimming(市场撇脂定价战略） • eg: The Youyi. C announced its unit price is about 6. 5 yuan when it was launched to the market. This price is higher than others.

Methods of pricing 1. Contribution pricing(差益定义法） eg : According to different kinds of customers , the price of products will be different. In our school, the unit price of Youyi. C is about 7 yuan, I think this is so expensive, but we still buy it because we like it. However , the price is 5. 9 yuan at Carrefour. 2. Geographic pricing（地理定价法） eg: This method is according to places, like supermarkets, the price is general lower than retailers.

Place • The Mengniu dairy distrbutions channels are mainly the follwing: • • 1 Traditional channels 2 Direct channel 3 Sales promation strategy 4 Advertising strategy

Advantages 1. the Products variety, can analysis market of various kinds of segments requirements 2. distinctive 3. it is correspond The individuality demand with young consumer groups 4. brand strength, fame big, with good visibility and reputation

Disadvantages • 1. Serious product homogeneity No significant differences between categories • 2. Delivery service in some areas there is a some problem • 3. Quality supervision can't get good control

Promotion It is given priority to with means of advertising and public relations, sales promotion is complementary promotional strategy 1: when facing a business super, they can do the match. The lower part of the yogurt apply some highend milk. 2: when facing an ordinary consumers, increase the price, and then send some delicate for cheap

Methods • Step 1: Positioning • According to the nature of all kinds of terminal, mengniu to the corresponding different terminal value orientation, and build channels personality promotion strategy.

• • Step 2: Hypermarket--expand the influence and increase the sales • Supermarket chain--do a good job in product to meet consumers' support brand image, convenient consumers to buy Milk to the home channel - locking customers, increase cash flow •

Promotion Pictures of Mengniu

Spent on Promotion • Marketing on consumer sales accounted for 27% of the total cost, in view of the retailers' sales accounted for 46%, accounted for 27% of AD campaign

Thanks for appreciation