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New Business Plan - Selling Milk in Vending Machine

Milk Slides

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Page 1: Milk Slides

New Business Plan- Selling Milk in Vending Machine

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Overview

•Background information•Identify target customers’ needs•Improve the function of vending machine•Develop marketing plan

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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 -

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Background Information Continued

Hard to get fresh milk- Most Chinese buy liquid milk from supermarket- “Wait in line” takes too much time

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Important Business Value

“Vending Machine + Sanyuan Fresh Milk ”

• +

• Fresh, Safe and Convenient Milk • Save time• Anywhere • Anytime

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Target Market

•Age: 18-35•Colleges students and young

professionals•Desire to drink fresh and safe liquid milk•Active, healthy lifestyles

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Identify Customers’ Needs

•Conduct Market Research•Interview target customers•Analyze customers’ needs

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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

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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

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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

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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.)

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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)

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Marketing Plan

Build brand- Delivery core business values:

ConvenientSafe

Fresh

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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”

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Marketing Plan

Encourage customers to experience •Coupon•“Invite Your friends”- Refer a friend- Get free milk

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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

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Smart Phone Application - “Cow Hunter”• locate the nearest milk vending machine

Details of Marketing Plan-

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Future Plan

Economic

Analysis

Supply Chain

Management

Marketin

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