Huiyuan Group is the overlord of the juice industry, and the slogan "Drink Huiyuan juice and take a healthy road" has also been deeply rooted in the hearts of the people. With the continuous development of the group, Huiyuan has also developed in a diversified direction. Since 2002, it has officially entered the dairy industry. Then, how should Huiyuan develop its brand and position itself when it enters the dairy industry?
In terms of products, preconceived brands such as Yili and Mengniu have occupied a large market share in white milk. If we fight hard in this respect, there will definitely be great difficulties. In this case, if Huiyuan wants to make a difference in the dairy market, it must find ways to develop products that are obviously different from its competitors. Moreover, this difference must be related to consumers, which is a potential unsatisfied demand of consumers.
What shall we do? The subdivision method provides a good idea for Huiyuan to enter the dairy industry. Although the competition in dairy products market is fierce, it has not reached a white-hot level. The competition of major brands is basically concentrated in the competition of white milk and so on. The degree of dairy market segmentation is not enough, so it is difficult to see the dominant market segment. Therefore, Huiyuan began to segment the market, and at the same time effectively targeted at consumers in the market segments.
Based on this, Huiyuan mainly developed four categories of dairy products, trying to gain a foothold in the dairy market by dividing the market and taking a differentiated route. These four categories of products are:
Double pure milk: Huiyuan has made a more detailed division of pure milk. Pure milk is rich in nutrition, but not many people are used to the taste of pure milk. Therefore, in order to change the taste of pure milk and make it taste better, Huiyuan added a little 100% fruit juice on the basis of 100% milk, which met the standard of milk, made the taste of milk better, and effectively satisfied those who did not like drinking milk or were not used to the taste of milk, especially children. More subtly, Huiyuan divided pure milk with its resources, and named the products of pure milk and pure juice as double pure milk, which formed a sharp contrast with pure milk and left a deep impression on consumers. Obviously, in the market segment, people who are not used to the taste of milk, especially children, are more competitive than pure milk.
At the same time, Huiyuan has also developed a series of corresponding products along the idea of segmentation. For example, Huiyuan 200 corset milk adopts the internationally popular degreasing technology, which greatly reduces the fat content in milk. More dietary fiber is added to milk, which will not make you fat after drinking, effectively satisfying Ms. Aimei; Huiyuan 200 breakfast milk can fully absorb nutrition and is suitable for lactose intolerance; Huiyuan 200 bedtime milk contains calcium lactate and black rice essence, which effectively promotes the absorption of calcium and has a certain sleeping effect.
Huiyuan not only introduces differentiated products by segmentation, but also starts with consumer demand, takes consumer demand as an important element, carries out re-segmentation and brand positioning, and re-divides the market by consumer demand, thus forming its own unique advantages.
Huiyuan 200 milk market segmentation table and brand positioning model
Product name, product characteristics and brand positioning, target consumer group division
Double pure milk is 100% milk and 100% juice, which is more nutritious and better for children.
The corset milk is skimmed and has high fiber content, which makes young women beautiful and moving.
Breakfast milk, milk, eggs and cereal, drink on an empty stomach, balanced nutrition, easy to absorb office workers, those who are uncomfortable to drink milk.
Milk, black rice and calcium lactate can be drunk before going to bed. Old people, supplement calcium.
Obviously, after the consumer demand has been re-divided, the consumer's demand for product benefits is more clear. Different target consumers feel more affinity for their own milk, which virtually narrows the distance between brands and consumers, and at the same time virtually liberates consumers who drink white milk to Huiyuan Dairy.
Imagine, for a child who doesn't like to drink milk, is the white milk that he doesn't want to drink at first sight more affinity, or the double pure milk that is "more nutritious and better to drink" more affinity? Of course, it is a pair of pure milk specially designed for children. It is delicious and nutritious. From this point of view, is the segmentation method, to some extent, a method worth learning?
Huiyuan began to promote the market step by step after re-dividing four products. At present, Huiyuan has used the marketing idea of segmentation method to win a large number of loyal consumers for different target consumer groups, and Huiyuan's dairy segmentation war has started.