MJCD brand Review Lange-DI 狄兰格.ppt

MJ Cooling Drink Brand Review Contents Cooling Drink Market Overview HK Wellness Drink Market Share Competitive Analysis Year 2006 Brand Plan Objectives and Strategies Review Consumer Perception SWOT analysis Distribution Review Direct Profit Lists of Competitors’ Successful Factors Recommendations mkt size (m lt.) MJ Health Works Tao Ti Hung Fook Tong Vita HK Wellness Drink Market Share Growth driven by Health Works 1.1m lt, Vita 929K lt, Yeo’s 475K lt HFT marketing share declines, but leadership position maintains MJCD declines Source : AC Nielsen Retail Audit MJ Health Works Others Tao Ti Hung Fook Tong Vita Yeo’s Yeo’s others 14 16 (+14%) Competitive Analysis Health Works and Vita play active in the market with heavy media spending Flavor Analysis Factors affect volume by flavor Analyze MJ volume market share declines due to: Sugarcane share declines, might grab by launch of HFT 1.5L (Feb) Vita TSZ sugarcane Imperatae Ch/Nut 1L (Mar) MJ Pear share declines, can be threat by new product launch Health works 蜜棗杏梨 , +434Klt. HFT Pear tea 1.5 L (Jun) Vita TSZ Pear Osmanthus 250 / 500ml (Apr) Tao Ti Pear juice???? Reveal new flavor / SKU launch threat Health Works – Competitive Analysis W/ tvc and road show, and heavy print ad, key message 本草滋養?身與心 Launched 345ML pack size, in which chrysanthemum Calendular is new YTD Jul: 1.8ML +155% vs LY Vol Trend ML RSP/lt Trend $ Monditored Media Spending HK$M No. of sku: 19 YTD Jul: +$0.5 vs LY YTD Jul : $12M YTD Jul LY: NIL Hung Fook Tong – Competitive Analysis New flavor launched: ChrysanCassia Sd.Beam, Hawthorn Berry Tea Sli, PearApple Tea Refresh, Rose And Wild Dates in 330ml Comon Selfheal Spike 250ml Tetra pak, Pear tea, sugarcane 1. 5 L Media reduced, focus on print ad w/ celebrities endorsement to support the new flavor launch Monditored Media Spending YTD Jul : $0.8M same as LY HK$M YTD Jul: 5.2ML same as LY Vol Trend ML No. of sku: 47 RSP/lt Trend $ YTD Jul: +$0.4/Lit