Transcript KO” Vitamin Liquid Marketing Research Report

KO Vitamin Liquid
-Keep On Going-
Marketing Research Report
Terence 587201016
Kathy 587201262
Selena 587202292
Cherry 587202589
Claire 587202644
Team 6
KO Com. Ltd
“KO” in Market Survey 1
“WHy DO WE PROVIDE ko vitamin liquid?”
4Cs
• Customer’s
needs and wants
• Cost to the
customer
• Convenience
• communication
•People are easily getting tired, sick, fat
in the modern society because of neglect
of health.
•People are easily absorbing garbage
because of neglect of food.
•People are too busy to eat nicely. They
easily lose their nutrition.
•People are too lazy to eat nicely. They
easily give up their normal meal.
“KO” in Market Survey 2
KO vitamin liquid survey sheet
1. Age:__________
2. Male_____, Female_____
3. Do you have three meals normally every day?
Yes______, No_____
4. Do you have enough nutrition in your diet every
day?
Yes_____, No_____
5. Are you on diet recently? Yes_____, No_____
6. Would you consider having a drink with all
vitamins you need instead of your missing meal?
Yes______, No_____
“KO” in Market Survey 3
4Ps Product/ Price/ Promotion/ Place +
5Ws Who /What/ Where/ When/ Why/ How
•What’s our new Product? “KO” Vitamin Liquid
•What’s its Price? It costs NT$30.
•Who are the consumers’ “KO”? Anyone (1~99)
•Why do the consumers choose “KO”?People who would like to keep
health, energy, and diet. Specially, we promotes three flavors
includes Grape, Orange, Lemon.
•Where/When/How are the consumers able to buy “KO”? Place:
the shopping malls, retail superstores, multiple stores ,
restaurants, bakeries, hotels; especially, for 24 hours Selling on
the multiple stores (7-11 and Family Mart).
SWOT Analysis 1
What is Swot?
INTERNA
L
EXTERNAL
POSITIVE
NEGATIVE
Strengths
-KO’s
promotion
Weaknesses
-KO’s
consideration
Opportunities
-KO’s strengths
on marketing
Threats
-KO’s weakness on
marketing
SWOT Analysis 2
Strengths:
1. What are our advantages?
We provide KO liquid with a great quantity of vitamins,
carbohydrates, and nutrition.
2. What do our do well? We provide three different flavor for three
different kinds of consumer.
1).Grape flavor is keeping one’s health.
2).Orange flavor is keeping one’s energy.
3).Lemon flavor is keeping one’s diet.
Weaknesses:
1. What do we do badly? We are doing a trial marketing because
of a new product in market presence and we don’t have market
reputation.
2. What should we avoid? We should avoid copying the same
ideas from other competitors.
SWOT Analysis 3
Opportunities:
1. Where are the good opportunities facing we?
There are few competitors in the market presence
so this is a chance for developing our product.
2. What are the interesting trends we are aware of?
We can share more benefits in the market.
Threats:
1. What obstacles do we face?
We have to provide a set of advertising because of we are new in the
market. Then the budget will be a large number for us.
2. What is our competition doing?
We can cooperate with food company to save our costs.
1.Advertising
•Display advertisements/ posters
•Commercials on TV and movies
•Billboard
2.Sales Promotion
Marketing Plan 1
•Competitions with prizes: As you collect six
caps of “KO”, you’ll have a chance to win the
prizes, for example, bicycle, stereo.
•Special offer: NT$ 20- a reduced price at
first promotion (5/1~7/1, 2 months)
•Gross- promotion: NT$ 15-As you any product
of “Uni-President”(統一) with one “KO” vitamin
liquid in any cooperated store, you’re
recommended to allow a reduced price-NT$15.
“KO”
Vitamin
Liquid
3.Public Relation
image
Build “KO”’s healthy
Marketing Plan 2
ADVERTIZING
“KO”
Vitamin
Liquid
SLAE
AREA
SALE
PROMOTION
PUBLIC
RELATION
Taiwan
Area
Europe
Whole
World
CONSUMER
S