"Quality of life" has gradually become the mainstream consumption attitude. With the improvement of people's income level, the consumption of dairy products increases not only in quantity but also in quality. The whole society has an increasing demand for safe milk, high-grade milk and organic milk.
Next, we use STP rule to analyze terensu's brand positioning strategy. There are many ways to subdivide the market of dairy products.
The dairy market can be divided into seven categories according to the product form.
The first category is liquid milk, mainly including bactericidal milk, bactericidal milk, yogurt, etc.
The second category is milk powder;
The third category is condensed milk.
The fourth category is milk fat, including the thin cream used to make cakes, common butter with bread, etc.
The fifth category is cheese, is a high nutritional value of dairy products;
The sixth category is milk ice cream; The seventh category is other best dairy products in the world including casein, lactose, milk tablets and so on.
1. Targeting
A large number of brands are doing liquid milk market, so that the competition in this market is intensifying, the profit is becoming thin. But the total consumption of liquid milk is still rising, and it has a preference for consumption much higher than other dairy products. More importantly, liquid milk is the core advantage of mengniu business. So mengniu continues to choose to cultivate the liquid milk market. And in the market that subdivides with consumer, mengniu chose to enjoy type consumer group. At present, China's dairy products are mainly aimed at pragmatic consumers. But escalating price wars and rising prices for raw materials are making corporate profits thin. When many enterprises in the pragmatic consumer market hot, enjoy the market is almost a blank. And if this market operates well, it will bring the enterprise rich profits. The intersection of liquid milk market and comfort market is the target market of terensu.
2. Market position
Terensu is positioned in the high-end liquid milk market, its target consumer groups are high-end urban families, urban single white-collar workers and focus on quality of life, a strong personality of the young. Their values and life style are demanding on themselves and under great pressure from work. They strive to improve their status and recognition in the society so as to maximize their self-worth. Less time watching TV and magazines; The pursuit of individuality, picky product connotation value; A desire for a quality lifestyle that matches your own; Keen on high-end products, low price sensitivity, willing to pay a higher price for high-quality products; Higher education background; Cherish your health and choose products with certain nutritional value.
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