Integrated Marketing Communication with an armed domestics (I).docVIP

 PAGE \* MERGEFORMAT 25 Integrated Marketing Communication with an armed domestics (I) Used to be one of my clients milk powder production companies, most recently being its own dairy farms and scores of dairy cows of the auction price. The client developed a new product: mung bean milk. From a market perspective, this is a great product concept. From product quality and speaking, the milk components and mung beans as a 7:3 ratio of ingredients, high nutrition. Combined with animal protein and milk protein in mung bean plants complement each other, but also strengthened the mung bean milk easily digestible absorption characteristics. However, mung bean milk powder market, it has been Paobu Dong, sales very low very low. At this time enterprises to find us. Then, after this case the first thing we do is market research. Product Paobu Dong is always a reason, and find out the reasons in order to study and solve the problem. Slightly in the market observed a moment, we find a significant sales. Mung bean milk price is 17.00 RMB / 400g, Vivi, and the earth, and other well-known, or those who do not know the price of soy milk Most Famous spleen is about 700 yuan / 400g. The long-term soy milk market development, in the minds of consumers, soy milk prices already have standards of positioning. No matter how good your product, as long as soy milk, its price can only be six or seven dollars hovering around, or is outrageous. (Of course, if the soy milk to lose weight, or some other special features, the price another matter. Soymilk as the competition is different from the ordinary sense of the soy milk to compete.) Later, the consumer survey also showed that mung bean milk powder prices are too high in the sales process of its great one of several obstacles. Thus we propose to adjust the price of mung bean milk, while follow-up of several special features of the milk powder, attack segment (our research found several types of after market segments of the blank s