Milk Powder - RESEARCH & Point of View

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Transcript of Milk Powder - RESEARCH & Point of View

Page 1: Milk Powder - RESEARCH & Point of View
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Fens Sato – Creative & Business Director

6 Aug, 2013

Research & POV

For Milk Powder

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Projected sales Trend in China

• Appreciation of Chinese

currency and steady economy

growth are offering more

opportunities

• Online shopping of baby care

products is gaining importance.

(e.g. Tao Bao)

Sales trend estimate of 2009-2014 conducted at 2009.

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Premium (international) vs. Domestic (Chinese)

• Premium (international) brand

demand outperforms domestic

brands

• Low consumer confidence in Chinese

local brand (melamine incident in 2008)

• Brands with established reputation

of high quality and safety will

continue to yield.

• Demand for premium product is

huge as income level population is

rising.

• Mothers are willing to spend on premium

products for their children (e.g. wanting

the best for the kids)

Pediatric milk formula of total retail sales of

domestic and international brand in China 2005-

2009

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E- Commerce Market in China

According to China Internet Network Information Center

(CNNIC):

•There’s a 66.5% increase of China’s e-commerce market from 2011 to

2012, reaching up to 1.3 trillion RMB

Huge part was driven by mobile users:

•40.7% online shoppers use a mobile device to browse e commerce

merchandise

•More than half (53.6%) browsed a merchandiser’s mobile app instead

using internet browser

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Sales Trend and insights in Hong Kong

• Hong Kong baby food market continues to grow at an 8% • reaching $1,936 million HKD in 2012

• Influx of mainlanders purchasing milk formula helps market performance • Causes supply shortage and customer

complaints.

• Need for a better distribution?

E Commerce?

• Euromonitor International states…”Hectic lifestyles of working females cause reliance on milk formula over breastfeeding” • Need for a better digital platform for

Mama Club to boost engagement and build connection between moms?

Source: Hong Kong Customer Council (2011)

2013: government banning number of milk formulas that can be taken out of HK:

http://blogs.wsj.com/chinarealtime/2013/02/04/hong-kong-milk-formula-hotline-flooded-with-calls/tab/video/

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Marketing Approach

Mead Johnson

• Mead Johnson continued to lead market share at 35% at 2011,

with:

• Well established product line with pediatric nutrition focused

– caters pregnant women

– infants 0-6 months up to 12 years old

• Brand image: Long history; most trusted by moms; doctor’s choice

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Marketing Approach

Pfizer (Wyeth Gold)

• 2nd strongest in Hong Kong with 28% market share

• Brand Image: Dedication of being the most innovative,

scientific, and pediatric nutrition

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Marketing Approach

Abbott • Mama Website and Club driven; less from the brand

• As brand also involves other medical and nutritional products

• Brand Image: comprehensive product line catering all age group

(infants to elderlies)

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Marketing Approach

Friesland Foods (Friso)

• Product line caters pregnant

women and children up to 3 years

old+

• Selling point: has their own farm in

Netherlands

• Brand Image: Natural and targets

young infants

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POV

Global leader in pediatric nutrition focused. Research

oriented and innovative

Doctor’s recommendation; most trusted by

moms;

Comprehensive product line from

infants to elderlies

Natural; targets young infants and pregnant women

only

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DIGITAL MARKETING

Competitor Involvement in

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Wyeth Gold

Homepage

• Wyeth Gold brand homepage

• Includes video, TV ads, 學習專區, 育兒專欄, event

notification

• Offers promotion and free

trial products

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Wyeth Gold

Facebook App and Youtube Channel

• 學習驚喜頻道: Encourages

parents to guide and kids to

learn

• Share videos and winning

family get prizes

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Wyeth Gold

Mama Club

• BB 互動地帶: play games, learning

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Wyeth Gold

Phone App

• For children learning

purposes

• Enhance speech and

recognition

• Learning English and

Mandarin

• Include DIY Flashcards

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Wyeth Gold Digital Marketing List Page

Website

Mama Club

Facebook App

Youtube Channel

iPhone App

× Facebook page

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Friso

Homepage

• Video and commercials

introduce Netherlands

farmland

• Sign up for trial products

• Offers order and delivery

service

• Soft background Music

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Friso

Mama Club

Member receive benefits and

news updates:

•Gifts

•Attend pre-labor talks

•Free consultation hotline on

nutrition

•Product order and delivery

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Friso

Facebook and Youtube page

• 26000+ likes

• 251 subscribers

• Lisa S endorsement “Love Stories

of a First Time Mum”

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Friso

phone App: 輕鬆訂

• Baby formula order services

• Can choose delivery or pick up

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Friso Digital Marketing List Page

Website

Mama Club

Facebook Page

Youtube Channel

Phone App

× Facebook App

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Abbott

Homepage

• Old-fashion design

• Offers company information,

health and medical tips, etc.

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Abbott

Mama Club and Website

• Product information

• Interesting contents, tips

Eye Q 教室:

– 最強湊B網絡

– 腦力培訓班

– 幼稚園面試分享

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Abbott

phone app: 保兒齊齊chok

• Offers news and event updates, product information

• Track baby growth, diet and nutrition

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Abbott Digital Marketing List Page

Website

Mama Club

Phone App

× Facebook App

× Facebook Page

× Youtube Channel

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Channels/Brands Wyeth

Gold

Friso Abbott

Website

(Homepage)

X X X

Mama Club X X X

Facebook Page X

Youtube Channel X X

Phone Apps X X X

Facebook App X

Digital marketing involvement at a glance

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Mead Johnson

Homepage

• Website layout: similar to

Wyeth Gold

• Product information

• Includes 育兒資訊 (tips), BB

餵哺小百科 (problems and

scenarios), My Baby 互動區

(games and learning)

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Mead Johnson

Mama Club

• Interactive and flash

base

• Daily Tips and games

• Background music for

children

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Mead Johnson

Phone App:《A+潮媽媽小助手》

• BB「踢踢」紀錄

• BB成長計算器

• 潮媽食譜

• 潮媽知識

• 潮媽SHOPPING LIST

• 產前產後小TIPS

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Mead Johnson Digital Marketing List Page

Website

Mama Club

Phone App

× Facebook App

× Facebook Page

× Youtube Channel

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Channels/Br

ands

Wyeth

Gold

Friso Abbott Mead

Johnson

(currently)

Website

(Homepage)

X X X X

Mama Club X X X X

Facebook

Page

X

Youtube

Channel

X X

Phone Apps X X X X

Facebook

App

X

Digital marketing involvement at a glance

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