Kristal water案例分析.pptVIP

Some customers think it not worth enough Few people knew our product Can hardly tell whether it’s healthier or not Find?the?path?to?improve?the?sales?volume?of?our?products. Find?the?right?place?to?sell?the?products what?kind?of?products?we?should?sell who?is?target?customer. how?to increase market share and gain more profits ◆ Charts analysis ◆ Interview results of consumers ◆ Issues ◆The water market share — Kristal less then other high quality water Fontainebleau 5% market share. ◆Price comparison — Kristal’s price isn’t the most highest. ◆The product availability — The supply of Kristal is only available in health food shops and delicatessens . ◆ Investigation results from consumers — 40% participants mentioned the high price. — 40% doubted its so-called value to health. — 20% indicated Kristal can’t be found in supermarket. — 20% have never heard of this brand. ◆ The problems — The price is higher than some other waters. — Kristal’s value to health is not convincing. — The supply of Kristal is too limited. — Low brand awareness. Use the best promotions Product diversification Sold to the right place Sold at the right price Products need to be improved from the following aspects: * Types of water: Spring Water, Mineral Water * Sizes: 250ml, 500ml, 1L. * Package: Plastic bottles, Glass bottles. Change waterfalls into the image of Alaska . How to fix the right price: * Consumers research * Rivals analysis * Relation between supply and demand. Specifications Price for plastic bottles Price for glass bottles 250ml USD1.5 USD1.8 500ml USD1.9 USD2.2 1L USD2.3 USD2.8 Traditional sales channels: Health food shops, Delicatessens New sales channels: Supermarkets, Convenience stores and to cooperate with hotels, airli