CreativeProposalFORXinxiwangFlavored MilkAEXELE. X GREATVIEW
© AEXELE.Since 2004, Xinxiwang has grown as one of the major actor of the China dairy industry; Owning more than 10 dairy subsidiary corporations and 11 pastures in China. © AEXELE.
More over, Xinxiwang has become synonymous of accessible, yet compelling lines of dairy products, embodied by some of its key Hero products© AEXELE.
It introduced the first fresh milk brandfeaturing supply within 24hours in China Xinxiwang Hero Product© AEXELE.
© AEXELE.It’s City Memory Yogurt was the only dairy product to be awarded the 2015 Chinese Breakthrough Innovation Award by NielsenXinxiwang Hero Product© AEXELE.
The first Chinese brand to introduce bananamilk from KoreaXinxiwang Hero Product© AEXELE.
However,Being in the market for around 5 years, the salesperformance of Xinxiwang flavored milk has beenshrinking over the past few years.© AEXELE.
© AEXELE.Despite its overall success over the past years, the China dairy industry remains a fierce battlefield for all dairy producers© AEXELE.
© AEXELE.TREND: A MARKET STILL POISED FOR GROWTHDairy categories purchased per household is increasing year by year, among whichflavored milk was one ofthe driving forces.There’s an eagernessamong dairy consumers totry new products,seen as“indulgent” to escapedaily grind.Market Understanding© AEXELE.Youth and teenagers arethe largest audience ofdairy consumption.Products meeting young group needs have the largest size of prize.
© AEXELE.The dairy market remains dominated by giants,such asMengniu, Yili, Sanyuan, etc.who are continuously spearheading productinnovation,marketing efforts, as well as distribution and channels penetration.An increasing number offoreign dairy brands aregaining foot holes in themarket.CHALLENGE: YET, FACING FIERCE COMPETITIONMarket Understanding© AEXELE.
© AEXELE.It’s imperative to create astrong and enduring brand acrossthe flavored milk segments,withappealing product innovation andmarketing campaigns tailored toyounger generation’s needs.IMPLICATION: THE NEED FOR UNIQUE SELLING PROPOSITIONMarket Understanding© AEXELE.
© AEXELE.As such, we believe that Xinxiwang Flavored Milk must clearly articulate its product unique selling proposition to differentiate itself from key competitors© AEXELE.
Xinxiwang Flavored Milk Brand Value© AEXELE.FUN
© AEXELE.Xinxiwang Flavored Milk Brand ValueFLAVORFUL
© AEXELE.Xinxiwang Flavored Milk Brand ValueFASHION
How strong is the association between consumers and the brand? How is the flavored milk brand differentiated with the others?How much do you think our past campaign initiatives are relevant or articulating the brand values?Xinxiwang Flavored Milk Key Considerations© AEXELE.
Target ConsumersDefinitionPOST 00’s[13 - 18 years old]POST 95’s[18 - 25 years old]
© AEXELE.To help clearly uncover and define consumption preferences and habits towards flavored milk, we conduct...
