MKT analysis
Industry analysis
l Dairy products
l Desserts
l Food services
l Confectioners
l Dairy products
Current potential costumers: blogs
ADwords:
l Flavors (mango, black berry, lizhe&honey, papaya, apple, passion fruit,
)
l Natural
l Smooth
l Creamy
l Handmade
l Healthy
l Fruity
l Dairy
l Jam(homemade)
l Homemade
l Fresh
l Dahu strawberry
l Specialty yoghurt
l Diet
l Digestible
l No sugar
l Summer
l Refreshing
l Dessert
l Beauty
l Health care
l Body care
l Sugar free
l Milk(high quality)
l Yoghurt (natural)
l No milk-powder yoghurt
l Low calorie
l Low calorie yoghurt
l Environmental
3 ways of ordering : telephone, e-mail(the way to calculate CTR and download the form), yahoo
Number of employees and capacity
˙Current and potential customers
Current: students
Potential customers: health conscious people, dietary, vegetarians
˙competitors: yogurt producers of any size (at lower price)
Spoonable yogurt producers, drinkable yogurts
Osiana:
http://www.wretch.cc/blog/osiana/5369107
˙overview of the industry: emerging industry in Taiwan with ?? competitors
˙government control: after the melamine-poisoned milk powder incident, the regulation has become very strict.
˙projected online spend of the industry, competitors how they advertise online
˙market positioning
Attributes: digestion, health, low calories, home-made, natural, fresh
Price:
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