New Soy Direction Based On Test Market

New Soy Direction Based On Test Market - Xin Yi Dai Test...

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Name of Event-Date [File Name/Location of file file] Page 1 R.S. McEachern Click to edit Master subtitle style Xin Yi Dai Test Market Results Ron McEachern Hong Kong, 2009
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Name of Event-Date [File Name/Location of file file] Page 2 R.S. McEachern Innovative fusion with four flavors : Soy + green tea Soy + juice flavor : Melon & Orange Unique soy drink that offers great refreshing taste for the new healthy generation” Entered Test Market With Xin Yi Dai Soy In April 2007 Build Relevant Chinese H&W brand “Xin Yi Dai” Product descriptor – “Refreshing Soy Drink” Create New Occasions On-the-go, Afternoon, Meals Redefine Soy Soy product superiority Nutrition Value-added ingredients Packaging innovation PET through aseptic technology Modern graphics New Healthy Generation communication Modern, healthy lifestyle Aspirational Test Market Results
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Name of Event-Date [File Name/Location of file file] Page 3 R.S. McEachern Early Results Appeared To Meet Strategic Objectives Early Morn. Before Noon At Noon In the Afternoon In the Evening 4 13 13 42 17 RTD Soy XYD 3 8 2 0 1 4 - 1 0 Xin Yi Dai Developing Afternoon Consumption High Repeat Rates Consumption Time Top 3 Reasons For Repeat % 1. Good taste (no detail) 56 2. Flavor Choice 53 Green tea flavor 22 Orange flavor 19 Have multiple flavor 6 3. Fresh taste 17 Product Driving High Repeats Repeat Rates 2+ Repeat Rates 5+ Source: Soy EBES (Wave 2, Jun) * Repeat rate as % of ever tried Test Market Results
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Name of Event-Date [File Name/Location of file file] Page 4 R.S. McEachern Reason for NOT trying Don’t know brand well 45% Not sure of the taste 20% Accustomed to current brand 17% Don’t like soy drinks 12% Too expensive 7% Total LRB Users Not Aware 60% Aware 40% Aware but non-trial 24% However Issues Emerged With Awareness And Trial Leading To Low Volume Volume Below Plan Plan: 1.2MM 8ozcs Forecast: 600M 8ozcs Test Market Results
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Name of Event-Date [File Name/Location of file file] Page 5 R.S. McEachern Decided To ‘Incubate’ Soy In Shenzhen While Re-Visiting Plans Soy – Volume / NOPBT Model 2008 Initiatives MM 8oz % Share 0.9% 1.3% Adj Rev - $MM 2 4 Adj MC- % Adj Rev 35% 35% A&M - $MM 4 3 NOPBT - $MM (6) (5) Incubate in Shenzhen and roll-out to additional markets when appropriate Focus investments in Shenzhen City and on increasing trial Priority focus on heavy sampling Communication - Inject Soy cues and dial up “Pepsi family of products” Create “Office afternoon break” Xin Yi Dai Refreshing Soy occasion Merchandising focus on Chilled section and Pepsi coolers Test Market Results
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Name of Event-Date [File Name/Location of file file] Page 6 R.S. McEachern XYD Soy Test Market Summary RTD Soy is a small 76MM case category with only moderate growth (+11% in 2007)
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This note was uploaded on 04/12/2010 for the course MBA na taught by Professor Rofessorcassiancheung,professordanyangxie,professordavidzweig,andprofessorheliwang. during the Winter '10 term at HKUST.

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New Soy Direction Based On Test Market - Xin Yi Dai Test...

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