价格战-方便面分析.ppt

The first stage：1970-1992 bad condition The third stage: 1998- Uni-Presrdent and Tingyi were the main brands of Istant Noddles The second stage: 1992-1997 Tingyi entered the mainland market by its active marketing strategies Three stages of the development of Instant Noodles 02 Different prices Juyuan Yonghui Walmart Ole Master Kang ￥2.5/packet ￥10.5/ 5 packets ￥12.5/ 5 packets ？ Xin pulled noodles Juyuan Yonghui Walmart Ole ￥4.5/packet ￥24/ 5 packets ￥5.8/bucket ￥38.8/ 5 packets Tang da ren Juyuan Yonghui Walmart Ole ￥4.5/packet ￥24/ 5 packets ￥5.8/packet 03 Pricing strategies Market penetration pricing which is to select a price to lure customers away from the competitors. When Tongyi plans to tntroduce its product into the market.It works well in the introduction stage of the product life cycle. Help to maintain the market share and to attract customers. Tongyi should to select a price that will attract and hold as many customers as possible after market penetration is aachieved Pricing Strategy When to ues The benefit development 统一 Planned profit pricing Tingyi focuses on the break-even analysis to calculate product price.Tingyi price its product as its competitors.It believed that a fixed profit can help to ensure the products’quality。 康师傅 Richful ingredient Adopt the differentiation strategy Meet the requirements of market 。 Emphasize the soup Enjoy the soup Make the good soup become the brand’soul Non-fried instant noodles 辛拉面 汤达人 1 2 3 target group: high-income people high-end consumers Boutique superarkset Preceived value pricing Premium pricing Products: high-grade packaging food、imported products……. Perception is everything Different from other ordinary market High quality products A comfortable shopping environment Provide shopping experience ole 01 Opinion THANK YOU Add up everything what you like and everything what you want 梦想，要比昨天走的更远 Price of instant noodles Content Current situation Di