【正文】 innovation which can suit for new cooking trend:– for steaming/ dipping SS– less salty SS? Target consumer who is caring and harmony need mother which is 42%? Very few Chinese is food indulgence oriented, should LC target not only showoff housewife, but also target those who need secure super taste resultBrand CompetitionPerceptual Mapping GuangzhouDippingMixingCookingLow quality High qualityMaggieMasterLKKJammy ChaiHai TianKnorr AmoyZhu JiangCheap brandssold by hawkers,small corner shopsIn GZ, quality is signaled by brand priceAlmost all products in market are considered of at least average qualitySource : Knorr Brand Key Quali. 2023不用翻Perceptual Mapping ShanghaiDippingMixingCookingLow quality High qualityMaggieKikkomanLKKSeagullHai TianLao CaiAmoyKnorrTotoleBanquetMasterJiang you in general Lao chou in generalSheng chou in generalJiang you (have to cook before use)Source : Knorr Brand Key Quali. 2023Perceptual Mapping BeijingDippingMixingCookingLow quality High qualityMaggie(described as “seafood soy sauce”)Mass usersJiang you in general. Kun Pai, Jin ShiLao chou in general. Amoy, LKKSheng chou in general. Amoy, LKKPremium UsersJiang you in generalSource : Knorr Brand Key Quali. 2023不用翻Perceptual Mapping – Likely Scenario in the FutureDippingMixingCookingLow quality High qualityExpensive soy saucee..g Maggi, Master Kikkoman (SH)Lao Choufor braising stewingSheng chou for general cookingShen Chou for dipping/ mixing(older, less welloff people)Ordinary jiang youfor braising, stewing (BJ/ SH)The market seems to be going to the direction of more distinctive use by type , and on the stage of upgradingSource : Knorr Brand Key Quali. 2023Brand Awareness (Feb. 17Mar. 16)TOMSpontaneous AwarenessEvery TrialMost OftenTVC AwarenessOther MediaAwarenessConsideration(Top 2 Boxes)Shanghai Guangzhou BeijingKnorrLaocaSource : ATP Tracking Brand AwarenessShanghai Guangzhou BeijingKnorrLaocaiAmoyHaitianLKKKnorrAmoyHaitianLKKKnorrKuanAmoyHaitianJinshiTOMSpontaneous AwarenessEvery TrialMost OftenTVC AwarenessOther MediaAwarenessConsideration(Top 2 Boxes)Source : ATP Tracking Brand ImageSH(Feb 17Mar 16)Laocai Knorr Haitian AmoyBring out XianGive Dish color quicklyStrong soy bean tasteIs cooking expertIs innovation brandMade from natural ingredientHelp kid smartMake whole family healthAdd nutrition to dishGood value for moneyOffer something uniqueIs better on cookingIs better for dippingMake dish more appetizingAre better quality than othersSource : ATP Tracking Brand ImageGZ(Feb 17Mar 16)Bring out XianGive Dish color quicklyStrong soy bean tasteIs cooking expertIs innovation brandMade from natural ingredientHelp kid smartMake whole family healthAdd nutrition to dishGood value for moneyOffer something uniqueIs better on cookingIs better for dippingMake dish more appetizingAre better quality than others Knorr Haitian AmoySource : ATP Tracking 不用翻Brand ImageBJ(Feb 17Mar 16)Bring out XianGive Dish color quicklyStrong soy bean tasteIs cooking expertIs innovation brandMade from natural ingredientHelp kid smartMake whole family healthAdd nutrition to dishGood value for moneyOffer something uniqueIs better on cookingIs better for dippingMake dish more appetizingAre better quality than others Knorr Haitian Amoy JinshiSource : ATP Tracking 不用翻Brand Awareness And ImageSH不用翻Brand Awareness And ImageGZ不用翻Brand Awareness And ImageGZ不用翻Brand Competition Val. ShareSH+E1+GD+BJ East Shanghai Beijing Guangzhou GuangdongSource : Retail Audit ?Laocai is in area where we forcus?Knorr has good performance in East/SH after relaunch, but need to improve in GD ? Dish in TVC is no relevant to Cantonese, not sure the quality of taste? Cantonese more enjoy eating whilst Shanghainese is more endperformance driven ?Knorr still weak in BJ due to later Media supporting in BJSH: Key Competitor Within Each SegmentVal ShareSH39。01 SH39。01 SH39。Soy Sauce Learning醬油基礎(chǔ)知識(shí)Content 內(nèi)容? Market Size and Segment 市場(chǎng)規(guī)模和細(xì)分– Soy Sauce Market Size 醬油市場(chǎng)規(guī)模– Soy Sauce Segment and Trend 醬油品類(lèi)細(xì)分和趨勢(shì)? Consumer Consumption and Habit 消費(fèi)者消費(fèi)習(xí)慣– Purchase behavior 購(gòu)買(mǎi)行為– Cooking Habit and Attitude 烹調(diào)習(xí)慣和態(tài)度 ? Brand Competition and Image 品牌形象和競(jìng)爭(zhēng)– Market Share of Brands 品牌市場(chǎng)份額– Brand awareness and Image 品牌知名度和美譽(yù)度 ? Key driver for overall liking ( sensory) 驅(qū)動(dòng)喜好的主要因素 (感官的 )Market Size and Segment市場(chǎng)規(guī)模和細(xì)分MKT Size Consumption市場(chǎng)規(guī)模和消費(fèi)年市場(chǎng)份額Source: ACNielsen RA Source: TNSofres CP年人均消費(fèi)? 調(diào)味品中最大的品類(lèi)，滲透率達(dá) 97%? 上海以其眾多的人口和成熟的餐飲業(yè)而成為最大的市場(chǎng)? 北京每年消費(fèi)醬油量最多，而廣州的人均花費(fèi)最高。Soy Sauce MKT Structure 醬油市場(chǎng)結(jié)構(gòu)消費(fèi)量 消費(fèi)金額平均價(jià)格(元 /升 ) 廣州 北京 上海生抽 老抽 醬油 風(fēng)味 ? 廣州以生抽為主? 上海仍以普通醬油為主，但逐漸轉(zhuǎn)向生抽和老抽市場(chǎng)? 北京也以普通醬油為主，預(yù)計(jì)也將和上海一樣，逐漸轉(zhuǎn)向生抽和老抽市場(chǎng)Source: TNSofres CPSegmentation of Soy Sauce 醬油市場(chǎng)細(xì)分 消費(fèi)者給出的 快速細(xì)分 :Guangzhou 廣州生抽 , 老抽 “蘸 ”的(Sheng chou, lao chou dipping)Beijing 北京Sheng chou, lao chou ordinary jiang you 生抽，老抽，醬油 Cooking dipping/ mixing 燒菜的，蘸的 /涼拌的Shanghai 上海Sheng chou, lao chou ordinary jiang you 生抽，老抽，醬油By class 按等級(jí)Guangzhou 廣州By class 按等級(jí)By taste 按口味Shanghai 上海炒菜的 沾的 / 涼拌(Cooking dipping/ mixing)紅燒的 沾的(Stewing dipping)Beijin