臺灣A3無乳糖奶粉的市場可行性研究報告

Abstract

Ours Truly有機A3無乳糖奶粉是具有USDA有機認證的高端A2奶粉，目前已在台灣上市。作為新產品要打破既有的購買習慣，在競爭激烈的奶粉市場中取得市占率，創新的市場策略是至關重要的。

我們精心設計問卷，從團購社群收集全面的見解和寶貴的反饋。與藥局通路商和食品商的高階管理層訪談，了解在通路管道的激烈競爭，尤其是表現不佳的產品會迅速被淘汰。然而，像藥店這樣的新興渠道，也提供了積極推廣和提升獲利的機會。

價格在企業盈利能力中扮演重要的角色。進口商的A3奶粉目標市場價格為每包新台幣560元。經過市場分析，我們建議初期將市場價格設定為每包新台幣450元，以確保初期進入市場時的競爭力。隨著銷售量的增長，價格再逐漸調整為最終的目標零售價格每包新台幣560元。

總結來說，Ours Truly有機A3無乳糖奶粉的特色是具有USDA有機認證的A2奶粉產品。該品牌能夠通過創新的市場策略、消費者習慣和反饋分析、新興的通路管道，以及實施策略性的定價方法等，在競爭激烈的奶粉市場中最大化其潛力。

Ours Truly’s Organic A3 Lactose-Free Milk Powder, positioned as a premium A2 milk powder with USDA organic certification, was introduced in Taiwan. To disrupt established purchasing habits, innovative marketing strategies are crucial in the competitive milk powder market. A carefully crafted questionnaire was used to gather comprehensive insights and valuable feedback from a group buying community. Discussions with pharmacy channel vendors and top-level management of food manufacturers highlighted the intense competition in traditional distribution channels, where underperforming products are quickly phased out. However, emerging channels like pharmacies offer opportunities for proactive promotion and higher profit margins. Pricing plays a vital role in marketing and profitability. The importer's target market price for A3 milk powder is NT$560 per pack. After market analysis, it is recommended to initially set the market price at NT$450 per pack to ensure competitiveness during the initial market entry. As sales volume grows, the price can be adjusted to approach the eventual target retail price of NT$560 per pack. In conclusion, the success of Ours Truly’s Organic A3 Lactose-Free Milk Powder lies in its unique proposition as an A2 milk powder product with USDA organic certification. By employing innovative marketing strategies, analyzing consumer habits and feedback, leveraging emerging distribution channels, and implementing a strategic pricing approach, the brand can maximize its potential in the competitive milk powder market.