Chongqing region Mengniu Milk Marketing Strategy.docVIP

 PAGE \* MERGEFORMAT 20 Chongqing region ‘Mengniu’ Milk Marketing Strategy 1, Chongqing Market Chongqing City has more than 30 million population, urban population of more than 10 million. In 2001 the city’s per capita gross national product of 4853 yuan, the city’s total retail sales of social consumer goods 59.6 billion yuan, 7.7% increase over last year after deducting price factors, the actual increase of 11.6%. The income of urban and rural residents continued to grow. Meanwhile, with the improvement of people’s income levels, people’s consumption concept is quietly shift, the price is no longer the main factor affecting purchasing decisions. In recent years, Chongqing people entered the well-off standard of living, food consumption patterns tend to be more nutritious, rational, scientific, health care and gradually increase, milk started to become a major component of household consumption is one. Along with raising the level of technical equipment, all kinds of safety, hygiene, preservation, non-polluting materials, wide range of applications and convenient for the people of nutritional requirements, making Chongqing’s dairy milk consumption by changing to the liquid milk consumption. 1990-2000 years, the dairy consumption by 15.1% average annual growth rate in per capita annual growth rate of 15%, experts predict, China’s dairy products will be a long time to maintain this growth rate. Chongqing Municipality last year, per capita consumption of milk, 2.3 kilograms, it is not the level of one-third of the country, only 3% of the world level, in urban areas, per capita Yinnai only 50 grams. Chongqing liquid milk market is currently growing at a rate of 40%. With the improvement of people’s income levels, and their changes in consumer attitudes is taking place, the price is the purchase of liquid milk is not a major consideration, to taste, brand, nutrition, convenience demanding. 2, Chongqing Market Analysis of milk consumption (1) Consumer analysi