,*,*,*,*,*,*,*,*,委托方：新希望乳业,提案方：科思瑞智市场研究公司,提案人：张弛,提案时间：二零零二年十二月三日,新希望品牌名称与概念,研究报告-补充报告,阅读向导,定位测试,分白奶饮用者和酸奶饮用者对指标评价的差异,分城市看各品牌对指标的满足度,牛奶的情感价值,品牌转换,P3,P26,P31,定位测试,分白奶饮用者和酸奶饮用者对指标评价的差异,分城市看各品牌对指标的满足度,定位测试,牛奶属性指标的重要性与满足度,重要性,满足度,满足品牌-鲜奶,满足品牌-酸奶,鲜奶,酸奶,鲜奶,酸奶,伊利,光明,蒙牛,伊利,光明,蒙牛,美味的,口感好的,4.5,4.6,4.2,4.2,52.6,37.5,34.1,45.2,30.0,22.6,浓稠的,4.2,4.1,4.0,3.9,37.0,33.0,32.7,28.3,29.6,23.0,无异味的,4.5,4.5,4.1,4.2,31.8,26.9,22.6,23.0,21.7,14.4,爽口的,4.2,4.2,3.9,4.0,29.7,25.3,21.5,25.2,21.3,14.4,喝起来有新鲜感的,4.4,4.4,4.1,4.1,33.5,28.2,25.3,27.4,20.9,18.3,挂杯的,3.4,3.4,3.3,3.3,25.8,21.6,21.8,20.9,17.0,17.0,闻起来有奶香味的,4.3,4.3,4.0,4.0,33.5,28.3,28.2,32.6,21.3,19.6,脱脂的,3.8,3.8,3.6,3.7,28.3,23.0,17.4,19.6,22.2,12.2,口味丰富的,4.0,4.0,3.8,3.9,29.3,25.1,20.3,24.8,23.5,15.2,利乐包装的,3.7,3.8,3.7,3.7,35.9,26.0,28.8,31.7,24.4,20.4,新鲜屋包装的,3.7,3.8,3.7,3.7,27.7,27.7,20.7,24.4,24.4,12.6,塑料瓶,塑料袋包装的,3.3,3.4,3.5,3.5,22.1,21.2,18.4,20.0,17.0,14.8,玻璃瓶包装的,3.2,3.3,3.3,3.4,18.7,20.0,15.0,18.3,20.9,14.4,包装设计好的,3.7,3.9,3.7,3.7,30.5,26.1,22.0,26.5,22.6,18.7,饮用方便的,4.4,4.4,4.2,4.2,26.2,25.3,18.7,23.9,18.7,16.5,购买方便的,4.5,4.5,4.2,4.2,28.2,24.4,19.6,26.1,19.6,17.8,定位测试,牛奶定位指标的重要性与满足度,重要性,满足度,满足品牌-鲜奶,满足品牌-酸奶,鲜奶,酸奶,鲜奶,酸奶,伊利,蒙牛,光明,伊利,蒙牛,光明,天然的,4.7,4.6,4.1,4.2,46.1,32.6,29.7,44.8,30.0,25.2,营养的,4.7,4.6,4.2,4.2,33.3,25.8,26.2,26.5,20.9,23.9,新鲜的,4.7,4.7,4.3,4.2,29.7,23.4,25.5,27.0,19.1,18.7,高科技的,3.9,4.1,3.7,3.8,27.0,22.0,20.8,22.2,15.2,16.5,无抗生素的,4.3,4.3,3.8,3.9,26.7,19.4,22.0,26.1,14.8,16.5,本地生产的,3.6,3.7,3.7,3.7,21.2,14.2,20.0,21.7,13.5,21.7,全国知名的,3.8,4.0,3.8,3.7,46.6,33.6,36.2,39.6,26.5,27.8,无污染的,4.6,4.6,4.1,4.1,33.3,26.4,23.3,30.9,20.4,25.2,添加多种营养成份的,4.1,4.3,3.9,4.0,25.6,19.1,24.6,23.5,13.5,17.4,分年龄段饮用的,3.8,3.8,3.6,3.7,22.1,13.2,18.1,23.0,11.3,20.4,安全的,4.5,4.6,4.1,4.1,28.2,21.1,23.8,22.6,13.9,19.6,全球知名品牌的,3.5,3.7,3.5,3.6,27.5,18.6,19.9,26.1,16.5,16.5,无添加剂的,4.4,4.5,3.9,3.9,26.7,21.1,21.1,28.3,17.4,20.9,奶源好的,4.6,4.6,4.1,4.0,42.0,34.0,24.4,37.8,25.2,20.9,高品质的,4.6,4.5,4.1,4.1,36.2,28.4,27.7,32.2,24.8,21.3,定位测试,牛奶功能指标的重要性与满足度,重要性,满足度,满足品牌-鲜奶,满足品牌-酸奶,鲜奶,酸奶,鲜奶,酸奶,伊利,光明,蒙牛,伊利,光明,蒙牛,抵抗饥饿,3.8,3.7,3.7,3.7,30.8,24.0,22.0,27.0,16.5,11.3,有益身体健康,4.6,4.6,4.2,4.2,24.9,25.7,21.8,25.7,21.7,14.8,补充钙质,强壮骨骼,4.5,4.4,4.0,4.1,28.8,24.2,20.4,20.4,15.2,12.2,替代其它饮品,3.6,3.7,3.5,3.6,21.2,18.0,15.3,19.1,14.8,12.6,补充营养,4.5,4.5,4.0,4.0,26.2,24.3,20.4,22.2,20.9,17.0,帮助长高,4.0,4.1,3.6,3.7,23.8,18.5,16.9,19.6,20.9,13.5,补充能量,4.3,4.2,3.9,3.9,23.9,21.6,18.0,20.0,19.6,14.8,增强体质,抵抗疾病,4.4,4.3,4.0,4.0,27.4,23.4,19.9,21.7,19.6,14.4,美容,美白,光滑肌肤,3.9,4.0,3.6,3.7,24.0,19.9,17.7,20.0,17.8,13.5,帮助睡眠,安神,4.2,4.1,3.9,3.9,24.3,23.8,19.8,19.1,19.6,13.5,延缓衰老,4.0,3.9,3.6,3.6,20.4,16.8,16.8,18.3,16.5,11.7,防止贫血,3.8,3.9,3.4,3.4,17.8,15.6,12.3,17.0,17.0,11.3,解酒,2.9,3.1,2.9,2.9,12.4,11.6,9.6,14.8,9.6,11.7,排毒,3.2,3.3,3.0,3.0,14.9,12.3,11.2,14.8,12.6,8.3,养胃,增强肠胃功能,4.1,4.1,3.7,3.7,28.2,22.6,17.2,26.5,20.0,13.9,定位测试,牛奶好处与牛奶定位特征的对应分析-鲜奶饮用者,牛奶定位,牛奶好处,高品质的,奶源好的,无添加剂的,全球知名品牌,安全的,分年龄段饮用,添加多种营养,无污染的,全国知名的,本地生产的,无抗生素的,高科技的,新鲜的,营养的,天然的,养胃/帮助消化,排毒,解酒,防止贫血,延缓衰老,帮助睡眠/安神,美容/美白/光滑皮肤,增强体质/抵抗疾病,补充能量,帮助长高,补充营养,替代其它饮品,补充钙质/强壮骨骼,有益身体健康,抵抗饥饿,定位测试,牛奶好处与牛奶定位特征的对应分析-酸奶饮用者,高品质的,奶源好的,无添加剂的,全球知名品牌,平安的,分年龄段饮用,添加多种营养,无污染的,全国知名的,本地生产的,无抗生素的,高科技的,新鲜的,营养的,天然的,养胃/帮助消化,排毒,解酒,防止贫血,延缓衰老,帮助睡眠/安神,美容/美白/光滑皮肤,增强体质/抵抗疾病,补充能量,帮助长高,补充营养,替代其它饮品,补充钙质/强壮骨骼,有益身体健康,抵抗饥饿,定位测试,对“新鲜牛奶的定义,奶香味浓,喝到口里的新鲜度好,奶液浓,跟口感没有关系,本地生产,大草原产的,附近城市生产,无所谓,当天生产的,两天至三天,内生产的,一周内生产的,四天至六天,内生产的,无所谓，只要,没有过保质期,新鲜屋,塑料袋,利乐包装,玻璃瓶,塑料杯塑料瓶,任何包装都可以,无须冷藏的,需冷藏的,无所谓,图例：,鲜奶饮用者,酸奶饮用者,定位测试,对“营养牛奶的定义,新鲜的牛奶,天然的牛奶,添加多种营养成份的,绿色的,高品质的,环保的,平安的,奶液浓稠,高科技的,分年龄段饮用的,分时段饮用的,价格高的,BASE=鲜奶消费者774人 酸奶消费者 230人 数据类型：百分比,定位测试,满足牛奶属性指标的品牌-北京,所有,没有,满 足属性指标的品牌,蒙牛,三元,伊利,光明,帕玛拉特,卡夫,三鹿,美味的,口感好的,8.7,0.0,44.7,36.9,32.5,32.0,9.7,4.4,3.9,浓稠的,7.3,2.4,43.7,32.0,26.2,24.8,7.8,3.9,5.3,无异味的,19.4,1.9,35.9,34.0,22.8,22.8,7.3,2.9,4.4,爽口的,15.5,4.4,33.0,36.9,22.3,23.3,5.3,2.9,1.9,喝起来有新鲜感的,11.2,6.3,36.9,32.0,22.8,24.8,4.9,3.4,3.9,挂杯的,10.7,12.1,38.8,26.2,18.9,23.8,4.9,3.9,2.4,闻起来有奶香味的,10.2,2.4,41.8,31.1,21.4,23.3,7.8,3.4,3.9,脱脂的,9.2,14.6,21.8,31.1,20.9,24.8,3.9,2.9,4.4,口味丰富的,13.6,8.7,29.6,34.0,21.8,21.4,5.3,2.4,3.4,利乐包装的,17.0,2.9,44.2,32.0,25.2,26.7,5.8,1.9,2.4,新鲜屋包装的,15.1,4.4,30.6,39.3,23.8,31.1,3.4,1.5,1.9,塑料瓶,塑料袋包装的,14.6,8.7,29.1,40.8,19.4,25.7,4.9,1.9,3.9,玻璃瓶包装的,9.2,23.8,23.3,35.4,15.5,16.0,2.4,3.9,1.9,包装设计好的,20.4,6.3,31.1,34.0,22.3,21.8,6.8,2.4,1.9,饮用方便的,32.5,1.0,27.2,31.6,20.4,23.3,3.9,1.5,3.4,购买方便的,37.4,1.0,29.1,34.0,20.4,21.4,2.4,1.5,2.9,定位测试,满足牛奶属性指标的品牌-杭州,所有,没有,满 足属性指标的品牌,光明,伊利,美丽健,均瑶,燕牌,双峰,雀巢,美味的,口感好的,8.0,1.5,66.0,25.0,6.5,5.5,5.0,5.0,3.5,浓稠的,9.0,4.5,59.5,18.0,6.0,4.5,3.5,3.0,4.0,无异味的,23.0,5.0,51.0,17.5,5.0,5.0,1.5,3.5,4.0,爽口的,21.0,4.0,47.0,14.0,5.0,4.0,4.5,3.5,3.5,喝起来有新鲜感的,16.0,4.5,53.5,20.5,4.0,5.5,3.0,3.5,2.5,挂杯的,13.0,34.0,35.0,10.5,5.0,3.0,2.5,2.0,0.5,闻起来有奶香味的,17.0,7.0,50.0,15.0,5.5,7.0,3.0,3.5,2.0,脱脂的,16.0,20.5,43.0,12.5,4.0,4.5,4.0,2.5,3.0,口味丰富的,20.5,6.0,49.0,17.5,5.0,5.5,3.5,3.0,3.5,利乐包装的,19.5,15.5,39.5,17.5,5.0,5.0,3.0,2.5,2.0,新鲜屋包装的,17.5,9.5,55.0,15.0,4.5,4.0,2.5,3.0,3.0,塑料瓶,塑料袋包装的,20.5,16.0,33.0,11.0,7.0,4.5,7.0,4.0,2.0,玻璃瓶包装的,16.0,24.0,39.5,10.5,3.5,4.5,5