凯度-2019亚洲品牌足迹报告(英文)-2019.6-62页.pdf.pdf
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1、ASIA CEO FOREWORDRECIPE FOR BRAND GROWTH IN ASIAASIA MARKET FEATURESASIA BRAND FOOTPRINT 2019Building a Sustainable BrandA ranking of the most chosen consumer brandsASIA BRAND FOOTPRINT 2019Building a Sustainable BrandA ranking of the most chosen consumer brandsASIA BRAND FOOTPRINT 20194Whats inside
2、TABLE OF CONTENTSAsia CEO ForewordPAGE 5PAGE 60102Recipe for Brand Growth in AsiaConsumer Reach Points (CRPs) explainedPAGE 11Asia Market Features LOCAL MARKETS TOP 10 RANKINGS THE STORIES AND GROWTH LEVERS BEHIND THE BRANDS03CHINA MAINLANDINDONESIAKOREAMALAYSIAPHILIPPINESTAIWAN VIETNAM1119243338445
3、2Number of households in a country% of households buying your brandNumber of interactions with your brand across categories in a yearPOPULATIONCONSUMER CHOICEPENETRATIONXX5ASIA CEO FOREWORDASIA CEO FOREWORDWhile diverse and fragmented with a hotpot for different cultures, growth rates, and demands,
4、these regions are often brought together by a few common themes centered around the consumers needs. The themes relate to health and safety, convenience, happiness, and the complete shopping experience that is often omni-channel.Consumers are becoming more discerning, informed, and well-traveled. As
5、 a result, they are exposed to more options, ideas, products, and perspectives. All this influences, shapes, and changes their perception and demands to where making a purchase is not just about a product, but what else the brand offers, including a complete shopping experience for them as a consume
6、r.These are what we deem as the recipe for growth and success for brands to achieve sustainability and maintain consistent growth. With that, it is my hope that you enjoy the inaugural issue of our Asia Brand Footprint and that you find the shared insight interesting and impactful.Asia is truly with
7、in the age of the millennials, centennials, and ageing silver generation, with countries like China Mainland, Korea, Indonesia, and Vietnam proactively capitalizing on the revenue potential posted by the consumers in these segments.In the end, growth and success are not just about making a significa
8、nt impact on the market, but how to build a sustainable brand that can evolve through generations and ever-changing consumer needs.Marcy KouCEO, Asia Worldpanel Division01ASIA BRAND FOOTPRINT 20196RECIPE FOR BRAND GROWTH IN ASIARECIPE FOR BRAND GROWTH IN ASIA022.1 EVOLVING NEEDS OF THE CONSUMER2.1 E
9、VOLVING NEEDS OF THE CONSUMERHEALTH Fresh milk products sold well in Costco.Wei Chuan Lin Feng Yin: Gradually improved; promoted its sales with price difference.Uni-President Chui Sui: Launched larger package; consistently promoted a young, dynamic image through creative packaging design. Kirkland:
10、Fresh milk and toilet tissue were the brands leading products.Dairy products demonstrated a higher growth, driven primarily by fresh milk and milk tea products. TAIWANASIA BRAND FOOTPRINT 201946Top 10 rising brands in CRP2018 Rank BrandCRP (M)Penetration % 2018Consumer Choice 201842 Kuang Chuan Tea
11、Time7283.08 Kirkland18355.822 Vitalon Ochaen11363.629 77 Chocolate10482.41I Mei839110.83 Standard Dairy45697.723 Coca-Cola11363.436 Yuancui (Real Leaf)8303.22 Kuang Chuan59779.04 Wei Chuan Lin Feng Yin32428.9Kuang Chuan Tea Time: The brands new product series featuring richmilk successfully kept pac
12、e with the “thick” and “strong” milk tea flavor trend.Kirkland: The increasing number of customers has driven brand sales in Costco.VitalonOchaen: Remained embedded in Taiwan tea series, while still releasing new products into the chilled packing fieldCoca-Cola: Demonstrated growth driven by creativ
13、e campaign such as singer bottles, chef reward programs, and special packages.Yuancui: Launched light-tasting Gyokuro green tea, which attracted a large number of new customers and encouraged repurchase.REPRESENTATION OF YOUR COUNTRYS TOP 10 RANKING47TAIWANASIA MARKET FEATURESAriel EXPANDING ITS PRE
14、SENCE.An obvious Japanese brand name implies superb Japanese quality. Ariel provides solutions for laundry in humid weather, a major concern among Taiwan households. After starting in Costco, Ariel invested heavily on internet communications and brand promotion, successfully boosting its CRP by 90%.
15、1. Take advantage of social media to encourage group buy for better price 2. Facilitate on-line/off-line engagement 3. Promote heavily on EC peak season (double 11) 4. Advertise innovatively on internet (YouTubers, bloggers, celebrities)8%+92%34th (Home Care)Convenience Shopping ExperienceHOUSEHOLDS
16、CRPsRANKKEY RECIPE FOR GROWTHAriel enters detergent market with strong presence.ASIA BRAND FOOTPRINT 201948ASIA MARKET FEATURESFresh Delight NATURALNESS, INNOVATION, DIVERSITY.The brand emphasizes freshness, naturalness, and high quality. Following the food safety incidents in Taiwan, consumers bega
17、n to demonstrate concern regarding food safety more than ever before. Fresh Delight continuously recruits buyers across the dairy markets, especially in yogurt and yogurt drinks, due to its products that claim zero- additives.Innovation is one of Fresh Delights driving factors to target consumers. Y
18、ears ago, the brand launched Calcium-plus Milk, providing an attractive choice for parents concerned about their childrens physical development. Fresh Delight continued launching more functional milk products, such as iron-enriched milk and Lutein-enriched milk, to target a more diverse range of con
19、sumers.Additionally, in the yogurt market, Fresh Delight is the first key dairy brand to launch yogurt products made by 100% fresh milk, which has become increasingly popular in recent years.Riding on its success in the dairy market, Fresh Delight began leveraging its brand image to expand its produ
20、ct line in RTD milk tea, a growing segment among RTD tea. This has brought incremental sales growth to the brand. In 2018, Fresh Delight successfully stimulated its buyers shopping frequency by providing natural, innovative, and diverse dairy products. Its CRP increased by 19% and ranked No. 3 in to
21、tal FMCG market.69%+19%3rdHealth ConvenienceHOUSEHOLDSCRPsRANKKEY RECIPE FOR GROWTHFresh Delight has stood as a wellknown dairy brand in Taiwan for several decades now. From milk to yogurt, yogurt drinks, and more, Fresh Delight has a strong presence in various dairy product lines.49TAIWANKuang Chua
22、n Tea Time TEA TIME RIDES ON HEALTH TREND AND ENTERS MORE CATEGORIES.Tea Time is a RTD tea sub-brand under Kuang Chuan, a well-established dairy and beverage manufacturer in Taiwan for over 60 years. Kuang Chuan is renowned as its “quality” and “safe origin” especially in fresh milk and other dairy
23、categories, as they are now putting more efforts into expanding within the RTD tea market.They launched a new product line for RTD milk tea to highlight “rich milk” with over 60% fresh milk content. More fresh milk content supports the overall healthy trend in the Taiwan food market through less art
24、ificial additives. Rich milk is positioned as more relevant to fresh take out tea, a consistent trend in Taiwans consumer preference.This is the first new launch of a high fresh milk content tea product in CVS, the most penetrated channel in RTD tea category. A later distribution into the home chann
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