酱油基础知识及市场分析.ppt

Soy Sauce Learning酱油基础知识;Content 内容;Market Size and Segment市场规模和细分;MKT Size Consumption市场规模和消费;Soy Sauce MKT Structure 酱油市场结构;Segmentation of Soy Sauce 酱油市场细分;Segmentation of Soy Sauce 酱油细分;Segmentation of Soy Sauce 酱油细分;Segmentation of Soy Sauce 酱油细分;红烧/ 炖,焖 炒 冷菜/ 蘸/蒸 ;发展趋势--上海:- 普通酱油仍处主导地位- 逐渐向老抽和风味酱油过度;结论和暗示;消费者行为;渗透率:- 基本上每个人都使用酱油，但因城市和细分市场而不同- 仍有空间提高生抽和老抽在东区和北区以及风味酱油在各区的渗透率;消费者的购买行为—上海; 购买频率: 每两月购买一次袋装酱油, 瓶装每四月一次, 桶装半年一次. 先买瓶装, 然后将袋装酱油罐入瓶装内, 然后买新瓶,在罐入 平衡方便和经济实惠 消费者愿意为买瓶装而多付出 - 塑料瓶: 轻, 容易携带, 并比玻璃瓶便宜 - 玻璃瓶: 跟高档/卫生/安全 桶装因方便, 经济实惠以及消费者忠诚度的提高而发展( 大包装, 价格便宜) 但也有人担心新鲜度的问题, 因为在家里会保存较长时间 ; ;重度消费者的消费行为—上海;Consumer Purchase Behavior- BJ;Heavy consumer Purchase Behavior- BJ;H/M/L User profile and What they use - BJ ;Consumer Purchase Behavior- GZ;Heavy consumer Purchase Behavior- GZ; Who: H/M/L User profile and What they use - GZ ;通路: - 上海以现代通路为主( over 90%)- 北京/广州的主要通路也是卖场和超市(占80%) ;结论 暗示;烹调习惯及态度;食品结构 菜肴数量;烹调方式 使用的酱油;酱油市场细分: 运用;Dipping 沾着吃;烹调方式和酱油的趋势—上海; ;Censydiam Model For Cooking;Cook Segment and Needs;Soy Sauce Current Position;City Culture Attitude Difference ;Conclusion Implication;Brand Competition;Perceptual Mapping - Guangzhou;Perceptual Mapping - Shanghai;Perceptual Mapping - Beijing;Perceptual Mapping – Likely Scenario in the Future;Brand Awareness (Feb. 17-Mar. 16);Brand Awareness;Brand Image-SH(Feb 17-Mar 16);Brand Image-GZ(Feb 17-Mar 16);Brand Image-BJ(Feb 17-Mar 16);Brand Awareness And Image-SH;Brand Awareness And Image-GZ;Brand Awareness And Image-GZ;Brand Competition- Val. Share;SH: Key Competitor Within Each Segment-Val Share;BJ: Competitor Within Each Segment-Val Share ;GZ: Competitor within each segment-Val Share ;Conclusion Implication;Sensory Overview Fermented1998 - 2001;Sensory Fermented Directions in comm