Please use this identifier to cite or link to this item:
Research & Analysis on New Product Marketing Strategy
—Taiwan Ice Cream Industry
4P,4C,Taiwan ice cream market,Shaomei,H&auml,agen-Dazs,Meiji,
|Publication Year :||2016|
小美 哈根達斯 明治
定位 本土化，台灣色彩。 美系，頂級享受。 日系，精緻化，高性價比。
價格 單價最低。 單價最高。 中間價位。
成本 成本低。 成本高。 適中。
產品 本土傳統口味，如紅豆，芋頭等。 創意美式口味，如藍莓，覆盆子。 日式風情及乳品，如抹茶，超級杯。
消費者 消費者的嗜好隨著全球化的兩極化（國際與本土）小美代表著本土化。 代表國際化中的西洋化。 代表國際化中的東洋化。
通路 在地深根，所有零售通路超過2萬家商店都有販售。 先從專賣店及百貨公司開始，擴及連鎖賣場和便利商店。 從日系超市開始，到便利商店，最後是連鎖賣場。
便利性 廣舖地方及鄉鎮等大眾傳統通路。 自有專櫃及門市的積極拓展，在百貨及各都會賣場中建立高級通路便利性及飯店自助餐廳通路。 主攻便利商店前4大搭配日本求新求變，產品特色強調流行也廣舖餐廳通路。
促銷 吳念真的成功代言「粉粿」使用大眾媒體、以本土親民訴求(起用吳念真導演成功新喚起傳統紅豆冰棒記憶及小美黃杯冰淇淋) 。 「精品」的訴求，冰品中的勞斯萊斯。
溝通 親民及本土回憶。 頂級口感和奢華享受。 日系的精緻和高性價比的享受。
The allure of ice cream has been well documented since the earliest of written records. From the Romans, to the recipes from the “Far East” brought over by Marco Polo, humans always had a fond attraction towards iced sweets. More so than ever now with temperatures steadily increasing across the world, the popularity of iced desserts, particularly ice cream, has been consistently rising. Taiwan, situated along the subtropical climate zone, is no stranger to hot and humid summers often topping 38 degrees Celsius. At the top of the dessert market, ice cream accounts for seven billion NT dollars in total revenue per year and over four billion in just retail alone on the island. The sheer size of this ice cream market has attracted countless businesses to divide and conquer the population, one treat at a time with smart, targeted marketing.
Traditional business marketing practices call for a 4P approach, first proposed by Jerome McCarthy in the 1960s. Focusing on the Product, Price, Promotion, and Place, this alone is a more supply-side oriented approach, which lacked insight into consumer feedback. Revised in the 1990s by Robert F Lauterborn to include the 4C’s, Consumer (demands), Cost, Communication, and Convenience. This tacked onto the original 4P’s, provided a larger picture combining both the supplier’s point of view and the consumer’s. The combined concept allowed for a better analysis and model of marketing. A successful campaign therefore has to carefully take into account the effects on the 4P’s and 4C’s.
Even though the market has existed for nearly a century, there are only a handful of relevant brands left today. Some from humble beginnings, others inspired by foreigners, the three mega brands we’ll be focusing on are Shaomei, Meiji, and Häagen-Dazs. Taiwan’s domestic brand leader is Shaomei, a brand born around 70 years ago starting with selling flavored ice and then being inspired by western ice cream. Their proposition has always been to position themselves as an easy to access tier of products located everywhere on the market. Meiji is one of Japan’s mega brands, now spanning multiple industries. It was founded nearly a century ago as a dairy company. Starting with just simple flavors, Meiji Ice Cream today has expanded its catalog with various unique flavors encompassing both traditional as well as trending ingredients. Häagen-Dazs, one of the most well-known American ice cream brands, was created in 1961 utilizing what is now known as foreign branding strategy and as a tribute to Denmark from its founders. Its target has always been on the middle class and higher, with a higher cost but emphasis on quality and service at its own stores. This distinction has allowed it to quickly soar up to become the most desired, mass-produced ice cream brand.
Viewed separately, each brand has unique heritage and significance. They were explicitly selected since all three brands have distinct advantages and together hold most of the ice cream market share in Taiwan. Each utilizes their own tailored strategy and targets a different market segment to great success. Combined, all three brands are still growing and rapidly expanding not only in Taiwan, but across the world.
Shaomei Häagen-Dazs Meiji
Position-ing Localized with mainly Taiwanese elements American model, high-end Japanese model, sophisticated, high price/performance ratio
Pricing Lower unit price Higher unit price Mid-range unit price
Cost Lower Higher Medium
Product Mainstream flavors plus localized favorites such as: Red bean, taro Creative American flavors such as: blueberry, raspberry, variations of vanilla and chocolates Japanese mainstream flavors such as: matcha
Custom-er Globalization: leads to polarization (global and local) Globalization: primarily westernization Globalization: Japanese influence
Retail Convenient access: sold at over 20,000 locations including supermarkets and convenience stores Sold at department stores and retail stores, also carried by supermarkets and convenience stores Supermarket and convenience store distribution
Conven-iency All kinds of stores, across all channels Expansion of self-owned stores usually in high-end department stores for better experience, while also sold at supermarkets and convenience stores Focused on top four convenience stores, focusing on innovative products, constantly changing and adapting to new trends; Close relationship with restaurants
Promoti-on Grassroots style marketing, focusing on Taiwanese culture and legacy Luxurious taste and high-class treatment Japanese sophistication with emphasis on high cost-performance ratio
Commu-nication Successful advocative commercial from Wu Nien Chung’s “FunLow” through mass media Advertising appeal on “luxury”, creating The Rolls Royce of ice cream. Precision of TV commercial timing and image inception of sexy and romance Japanese ice cream’s first TV commercial emphasizing on Japanese refined quality of taste and appeal, successfully positioned between Shaomei and Häagen-Dazs through high Cost-Performance ratio
Ice cream is not a product of necessity, and on top of that, it is a product of strong consumer preference. Therefore, ice cream companies are required to find the perfect balance between the manufacturer’s and the consumer’s point of view in order to conduct a more effective and productive marketing campaign.
The main target of this thesis paper is to utilize the 4P/4C combined scope to analyze the marketing strategies of the three well-known ice cream brands mentioned above, and to discover the competitive strengths that each of these brands possesses. While the focus of this research is on ice cream, a mass-market product, the 4P/4C marketing approach however, can also be applied on niche-market products.
|Appears in Collections:||財務金融組|
Files in This Item:
|1.36 MB||Adobe PDF|
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.