新鲜屋,新鲜上市--ts珍鲜屋上市实战案例（Fresh house, fresh listing --ts Jane fresh house listing actual case）.docVIP

新鲜屋,新鲜上市--ts珍鲜屋上市实战案例（Fresh house, fresh listing --ts Jane fresh house listing actual case） In February 2002, our old customer, TS dairy, called again and hoped that we would make a comprehensive plan for the new listing of high-end products, roof bags. At this point, from the time of product listing is still 2 months, and the target requirements or that sentence: listed 3 months, if not to become the N city market boss, we will not invite you.! Once again, a tight schedule, high goal of the difficult task, we calculate the plan, decided to organize the work of the day to carry out the work, or later, I am afraid I have to busy vomiting blood. Part 1: strategy and background New plan for TS dairy TS dairy is the largest dairy enterprise in N city. It occupies an absolute monopoly in the local market. At the highest market, the market share is above 90%. The local consumers have high awareness and loyalty to the TS brand. However, the companys liquid milk product line is relatively weak, the main selling varieties are Baili package and Tetra Pak pillow, while high-end products, such as roof packages and Tetra Pak brick production line, is blank. At the end of 2001, TS decided to introduce Tetra Paks advanced equipment, produce roof pack products, and reach the high-end market, the market goal is to do the local boss. Comparison of liquid milk product lines: Packaging form, performance, freshness, preservation requirements, shelf life, convenience, packaging, cost, price Scattered milk strong difference (family needs refrigeration) the day is poor (need heating) lowest minimum Plastic bag is poorer, stronger (need refrigeration) 3 days, poorer (reclaim) low Plastic bottles are generally low (do not refrigerate) 3~6 months, good low Tetra Pak pillow medium strong, low (without refrigeration) 1 months, generally higher medium Tetra Pak is generally the lowest (do not refrigerate) 3~6 months, preferably high Roof pack is best strong (cold storage), preferably within 14 d