Dairy Recovery Continued: Mengniu Erie Stir Ice Cream To The Countryside
Before Mengniu Dairy Turkish Hazelnut Promotion Group and the Group (HPG) signed
a cooperation agreement to purchase Turkish hazelnut paste special for Mengniu Ice cream Its products??? With variable spin Euro exclusive.
Full recovery in the case of dairy, Mengniu This means that it is a huge ice cream market in deep dive to the bottom of the pyramid market, which makes ice cream in 2009 there is greater competition in the market variables.
The same time, dairy experts say high-end ice cream market, intense competition for the major cold Drinks Brand began to break through in rural areas.
Mengniu attack in the western region
Industry believes that Mengniu signed the agreement with HPG, Mengniu ice cream marked long-term adherence to the "quality win market" strategy for development ideas, but also indicates its march to the pace of world-class brand.
From competitors point of view, Nestle And some domestic ice cream company earnings play into the hands of non-competitive and Mengniu center. According to Nestle said 1 to 3 months, Nestle in Europe Sell Amounted to only 5.24 billion Swiss francs, down 12%; in Asia, Oceania and Africa, Nestle's turnover has also appeared in a low rate of 1% decline. Including dairy products and ice cream sales are down 4.6%.
At this point, Mengniu ice cream had started the propaganda campaign against the west. , It is also Marketing , Channels resources to increase investment in the western region. For three or four lines in the city plan, the main attack "With the change" series, "Ice +" series of products in markets such as good and increase the west three the number of county-level markets proprietary freezer.
Landing multinational brand in China, but also the style all their own: and the way the snow and the "pink screen" moving in unison, singing competition to attract consumers with a network; Haagen Dazs Cappuccino truffle ice cream social network resorted to new tactics; Erie endorsement by the singer Angela Chang're clever music.
Statistics show that ice cream several times a year is expected to maintain rapid development in 2012, China's retail sales volume of more than 5 million tons of ice cream scale. In 2008, sales of ice cream products in China reached 3.6 million tons over the previous year by about 41%, but per capita consumption of only 2.3 kg, it is apparent ice cream market has great potential.
34 markets started the battle Ice cream 34 large commercial potential market has begun to emerge.
Mengniu ice cream, general manager of Chang Jung told reporters, in addition to public welfare activities, Mengniu ice cream is also considering to set up plants in the western region in order to reduce transport links. Mengniu into the 34 line the city's brand marketing Advertisement Has been overwhelming, especially in the South and other regions with annual consumer groups, Mengniu brand have been aggressive war.
It is understood that through the promotion of clever music Yili Group hereby upgrade to 2 yuan Erie pricing established dominance in the ice cream market, while the challenges of 1.5 yuan foreign brand market position, showing the Chinese dairy companies ice cream market influence. The price of theater in Erie, foreign brands troop movements, the composition of the U.S. Nestle Building bamboo mat thistle? Mourning flesh Xuan Dong? Ammonia? Harsh extensively acetylene? Penalty?? Pod? 009 Main in the low-end market. Nestle is counting on this price range in the low-end products in the market to open a gap.
And road in the snow, Haagen-Dazs, Erie, and other cold drinks giant Nestle have thrown cold main new 2009, the potential dark horse??? Mengniu has step by step, while the light was unusually low-key? ?? it even disappeared a while renovating the old products to market, "White Bear" series to a large brick-shaped ice cream packaging launched evoke childhood memories, form a retro trend.
High-end market competition Menacing face of Mengniu, Nestle, and the way the snow, cold drink in the rural areas of Erie and expect Mengniu "a share", launched a three-, four-market competition.
It is understood the club and the way the snow?? Unilever for many years on the third or fourth tier markets careful cultivation, expansion of sales growth has a depth capacity. Yili Group has been a cold drink, ice cream giant, Erie ice cream, ice cream, 14 consecutive annual sales volume ranks first in the country. In 2009, Erie clever music pure European chocolate is hereby adopted to enhance the content of chocolate and put clever music series and the high-end hereby Pierre "afternoon tea" series, a rich product portfolio.
2009, the Mengniu ice cream 2 yuan more than the proportion of high-end products from 10% to 20%. "Tried to enter to foreign brands dominated the high-end beverage market, a comprehensive attempt to occupy the market three or four lines are very clear." Industry sources said.
With industry analysts that the dairy giant ice cream market are the first to intervene in the fight, and this year's dairy industry and competitive pressure to upgrade are not unrelated. Since 2009, foreign brands of milk is more affected by domestic consumers, high-end Chinese milk powder market, the share of foreign milk powder has reached more than 80% of the domestic dairy enterprises generally under great pressure, a sharp decline in gross margin liquid milk is indisputable fact.
"Precise, in 2009 the major brands to enter new markets in rural and other marketing channels is the competition, which for the 2010 summer lay the foundation for the coming season." Industry analysts said.
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