麦肯光明-三鹿品牌发展规划.pdf

Sanlu Brand Development Agenda • McCann-Erickson to present category review, competitive analysis • McCann-Erickson to present identified opportunities for target cities and positioning Agenda Discussion Agreed Ideas direction Contents Contents 1. Category Review 1. Category Review 2. Competitive analysis 2. Competitive analysis 3. Brand Audit 3. Brand Audit 4. Brand development 4. Brand development 5. Communication plan development 5. Communication plan development 6-10 Production, execution and tracking 6-10 Production, execution and tracking 1 - Category Review 1 - Category Review Analysis Analysis  Category development  Category development  Category definition  Category definition  Market size  Market size  Total Milk production  Total Milk production  Segment value liquid milk vs. milk powder  Segment value liquid milk vs. milk powder  Segment value fresh vs. longlife milk  Segment value fresh vs. longlife milk  Segment value by packaging type  Segment value by packaging type  Seasonality  Seasonality  Consumer trends  Consumer trends 1 - Category Review 1 - Category Review Analysis Analysis  Regional development  Regional development  Key players by region  Key players by region  Nation-wide brand-awareness  Nation-wide brand-awareness  Brand-awareness (by region)  Brand-awareness (b