【正文】 one package user either Glass bottle or barrel% of buyer Type of SS % of buyer PackageSource :Consumer Panel不用翻 Who: H/M/L User profile and What they use GZ Soy sauce used (Vol)by H/M/L user? Heavy user use is big family? Heavy user is more light soy sauce in barrelSource :Consumer Panel不用翻通路 : 上海以現(xiàn)代通路為主 ( over 90%) 北京 /廣州的主要通路也是賣(mài)場(chǎng)和超市 (占 80%) Volume Based Value BasedSource :Consumer Panel結(jié)論 暗示結(jié)論 :? 總體醬油的滲透率很高 , 但老抽和生抽的滲透率不高? 每年每個(gè)家庭的醬油花費(fèi)在廣州為 50元以下 , 北京和上海在 40元以下? 購(gòu)買(mǎi)頻率為每?jī)蓚€(gè)月一次 ( 上海北京為普通醬油 , 廣州為生抽 ), 其它較低? 每次購(gòu)買(mǎi)量大概為 1升 , 不包括風(fēng)味醬油? 在上海 ,大多數(shù)人會(huì)購(gòu)買(mǎi)兩種包裝以上的醬油? 在上海和北京 , 重度消費(fèi)者傾向于購(gòu)買(mǎi)普通醬油 , 中度和輕度消費(fèi)者傾向于購(gòu)買(mǎi)老抽和生抽暗示 :? 在上海和北京 , 開(kāi)發(fā)老抽和生抽醬油具有很大的機(jī)會(huì)? 每年的消費(fèi)量很低 , 具有很大的空間提高消費(fèi)量 , 有機(jī)會(huì)向高檔醬油轉(zhuǎn)換? 有機(jī)會(huì)發(fā)展 1L包裝? 有機(jī)會(huì)做各種醬油的聯(lián)合促銷(xiāo)? 有更多的機(jī)會(huì)在中度和輕度消費(fèi)群中提高醬油的檔次 ,尤其在北京烹調(diào)習(xí)慣及態(tài)度食品結(jié)構(gòu) 菜肴數(shù)量北京北京廣州廣州上海上海= 蔬菜蔬菜= 蔬菜蔬菜= 蔬菜蔬菜豬肉豬肉 牛肉牛肉 / 羊肉羊肉 海鮮海鮮 / 家禽家禽+海鮮海鮮 豬肉豬肉 家禽家禽 / 牛肉牛肉 / 羊肉羊肉+229。02Flavor S. SauceRegular S. SauceDark S. Sauce Light S. SauceFlavor SSRegular SSDark SSLight SSSource : Consumer Panel BJ: Competitor Within Each SegmentVal Share Light Soy SauceDark Soy SauceRegular Soy SauceFlavor Soy SauceFlavor SSRegular SSDark SSLight SSSource : Consumer Panel 不用翻GZ: Competitor within each segmentVal Share Light Soy SauceDark Soy SauceRegular Soy SauceFlavor Soy SauceFlavor SSLight SSDark SSRegular SSSource : Consumer Panel 不用翻Conclusion ImplicationConclusion? Knorr Awareness:– SH: increasing awareness and usage stable– GZ: good media awareness and brand awareness, but weak on usage ( relevant on dish as well as the key benefit”in TVC?)– BJ: still weak due to late TVC on air? Knorr Image:– SH: lead the image on “ make kid smart”, still weak on others if pared the key petitor– GZ: relative strong, which es from strong bouillon position– BJ: very weak, only Amoy/Jinshi lead the image? Key Competitor: different petitor in each segment in each city– Regular: Amoy/Jinshi/Seagull– Light/Dark: Haitian/ LKK– Flavor: LKK/TotoleImplication:? Wait more information and judge, but need to review the munication: – steaming dish for GZ which is more relevant– municate more on taste?? Different strategic for each market– GZ: Increase peration and conversion with sampling, and more innovation – SH: continuous media support to grow peration and loyalty on Dark/Regular soy sauce– SH: new innovation in Light/Flavor soy sauce– BJ: Need media support to awareness then peration with samplingSensory Overview Fermented1998 2023Sensory screening of mercial products?Mapping 22 mercial products Shanghai using QDA.?10 Sensory directions were identified.?About 95 other Shanghai products were grouped into the 10 sensory directions.?10 products were selected, one for each of the sensory directions for consumer liking test.Inhome product test with mercial products?Products were tested in consumer liking test, QDA tested as such and in a controlled dish (without meat).?Attributes were identified important for liking of braising and dipping products.?Xien is found to be an important attribute for Chinese consumer. The meaning and the relation with liking is unclear.Xien panel?A xien panel is set up consisting of from origin Chinese people.?A xien matrix was made of food and culinary product in general. In soy sauces xien is related to the QDA attributes that the Dutch panel uses.QDA and Inhome product test with prototypes?A second liking test (10 products) was performed with prototypes for a braising, dipping and all purpose product. The products were also tested in QDA panel.?The panel has taken part in the developing process of optimising the braising, dipping and all purpose product.?Correlations were calculated of QDA, liking and consumer attributes, chemical/physical data.?Important attributes (sensory, consumer, chemical/physical) for liking are identified.Sensory screening and Consumer test with Controlled Key drivers ?The panel is retrained using the Spectrum method to be able to work for the key drivers project making a model.?Key drivers for liking was set up to be able to make a model to predict liking with sensory and chemical attributes and thus ingredients.不用翻Sensory Fermented Directions in mercial braising soy sauces?Mapping mercial products Shanghai using QDA (Report VD 99 0024).?10 Sensory directions were identified.KNsg SGglAMglYHdbMGseKKssWHssWTslcoffee treacleanimalfermentedliquoricemedicinryebreadcheesemaggismokeyrubber/tarparfumisticolivesfishlikecaramelfruitysweetsoursaltalcoholryebreadcervelaatburntearthymetalbitter21012Dim 1 (38%)3 2 1 0 1 2Flavour (aroma taste)LCgaWAksLKssFERMENTED alcoholicTREACLE SMOKEYBURNTSPICYANIMALICLIQUORICEMEDICINALMAGGICHEESYDim 2 (32 %)不用翻Sensory FermentedConsumer liking of mercial soy sauces?10 products were selected, one for each of the sensory directions for consumer liking test.?Product were tested in consumer liking test, QDA tested as such and in a controlled dish (without meat).不用翻Braising,Right Glossiness,Perfect Dish+ Sweet, TreacleCitric Acid, pHVariance Explained:81% (cons.) 68% (QDA) 73% (chem.)Expressed as factors .:Liking = * Sour + * Sweet +..LikingSalt_Astringent,Sour, Bitter,SaltNaClNitrogenAcetic acidphenylethanol?A second liking test (10 products) was performed with prototypes for a braising, dipping and all purpose product. The products were also tested in QDA panel.?Correlations were calculated of QDA, liking and consumer attributes, chemical/physical data.?Important attributes (s