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New Business Plan- Selling Milk in Vending Machine
Overview
•Background information•Identify target customers’ needs•Improve the function of vending machine•Develop marketing plan
Background InformationLiquid Milk Safety Issue:- Toxic substance (melamine)- Sample survey
Source: the National Quality Supervision Bureau Report
These brands hold 70% market share
Mengniu, Yili and and Bright are the most famous milk companies in China.
Sanyuan is our partner
Brand Name
Sample Size
Contain Melamine
Melamine(mg/kg)
Mengniu 121 11 0.8-7mg
Yili 81 7 0.7-8.4mg
Bright 93 6 0.6-8.6mg
Sanyuan 53 0 -
Nestle 7 0 -
Background Information Continued
Hard to get fresh milk- Most Chinese buy liquid milk from supermarket- “Wait in line” takes too much time
Important Business Value
“Vending Machine + Sanyuan Fresh Milk ”
• +
• Fresh, Safe and Convenient Milk • Save time• Anywhere • Anytime
Target Market
•Age: 18-35•Colleges students and young
professionals•Desire to drink fresh and safe liquid milk•Active, healthy lifestyles
Identify Customers’ Needs
•Conduct Market Research•Interview target customers•Analyze customers’ needs
Market Research
Online survey-150 people surveyed-Market Size
30.00% don’t drink dairy products
30.33% drink yoghourt
12.13% drink liquid milk
27.54% drink other dairy products
Drink Milk Habits
Market Research
Survey analysis results- 66% people don’t drink liquid milk: don’t like to go to supermarket- Time to drink milk: in the morning / at night before sleep- 83% people would like to drink hot liquid milk- 3 aspects customers most valued: Fresh, Flavor and Safety- Favorite packing: Square box
Market Research
30 target customers interviewed- 87% like our business plan- Customers’ expectations: fresh milk heat milk function easy to pay more products available in vending machine improve the function of vending machine
Improve the function of Vending Machine Common problems- Easy to break down (Swallow currency)
- Inconvenient to pick goods (bend down to pick items) - Low efficiency (one person per time)
- Inconvenient pay method (Bill only)
- Lack of healthy food ( only potato Chips, coke etc.)
Improve the function of Vending Machine Innovations- Raise the pick up point (use the conveyor belt)
- Support credit card payment method- Heat function- people could pay simultaneously (channels >1)
Marketing Plan
Build brand- Delivery core business values:
ConvenientSafe
Fresh
Marketing PlanPromote our new business• Build official website• Register Social Networking account RenRen (Chinese Facebook) Micro-blogging (Chinese Twitter) • Mass media: Newspaper TV commercials
“Let customers know what they most care about”
Marketing Plan
Encourage customers to experience •Coupon•“Invite Your friends”- Refer a friend- Get free milk
Details of Marketing Plan-
Show on vending machines
Fresh Label
100 point Super Fresh(Arrive within 3 hours)
60 point Average(Arrive within 15 hours)
Fresh Label
Smart Phone Application - “Cow Hunter”• locate the nearest milk vending machine
Details of Marketing Plan-
Future Plan
Economic
Analysis
Supply Chain
Management
Marketin
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