First, milk beer still belongs to daily consumer goods. To some extent, it is no different from ordinary beer. No matter what her name is, she is a kind of beer, which is an intuitive feeling as a psychological phenomenon of mass consumers. But in the end, she did not leave the category of beer. So in terms of product positioning, category positioning has no advantage, so where is this product positioning? Now, when Zhang Zengxiang, the boss of Mengyuan Dairy, and engineer Sun Domingo, the inventor of milk beer, introduced milk beer, they said: "It should be said that it is a new thing, neither a traditional milk drink nor a traditional beer, but according to the country, it should be milk wine, but there is no such thing in the country's milk wine. Although it is a new thing, it is it, which is different from other things. " It can be seen that the product positioning of her family is still very vague. What did you call her? What products can make milk beer more competitive in the market? Should I call her beer or drink? Or health care products? Don't! Don't! You can't call her that, because she is an innovative new product, and you can't position her with such a vulgar name! I think the positioning of my milk beer should have the following principles:

1, start with milk. However, it can't be submerged in the tide with prairie flavor, and milk beer doesn't have to be blocked from the prairie at all. Milk beer is national, but it is also worldwide. Try to recreate a new category in positioning.

2. Take the road of differentiation. Humanization and health are the eternal themes of human beings, but consumers can't think that milk beer is just a health care product or a product like melatonin. Milk beer is still a daily consumer product. When people want to drink beer, people will whisper in their hearts whether to drink Budweiser, Heineken, Qingdao or milk beer, thus increasing the market of milk beer indefinitely. These must go through absolute scientific research in brand naming and advertising.

3, work hard on fashion, but not what we usually call "fashion". Nowadays, the market is all fashion-oriented products, and most of them are attacking the young people's market. In short, people always think that fashion belongs to young people. However, milk beer does not belong entirely to young people. Milk beer is a healthy product suitable for all ages. When we define milk beer as fashion in the ordinary sense, when milk beer grows up and people have a certain understanding of the brand of milk beer, it is very likely that they will lose a large area of territory except young people or be invaded by latecomers.

4, positioning high-end. Milk beer is a kind of health wine with high nutritional value, and its market is immeasurable. The key is what marketing means manufacturers use. In the domestic market, liquor marketing occupies an inch of land in the territory of high-end products, and all brands are trying their best to seize the high-end market of liquor. Then milk beer should be positioned in the high-end market at the initial stage, so as to maximize profits and make domestic milk beer prosper.

Second, the production process of products must be continuously improved, and there is definitely room for improvement in new products. We should constantly study the production process, product segmentation, industrial chain, taste, packaging and so on. The most important thing is to take the lead in tasting. Maybe now everyone is called a consumer, and she is interested in milk beer because she is a new thing and a new member of the monopoly product of beer. But when consumers pass this fresh-keeping period, the most basic thing is the taste, because people like beer or because the taste of beer can attract consumers. At that time, milk and beer will be new, and what nutritional value is second. The most instinctive thing for ordinary consumers to consume drinks is the taste. Therefore, on the basis of the competitive taste of milk beer, we can quickly build brands and cultivate the national milk beer market. So remember, remember! It is difficult to change a person's habits, and it is even more difficult to change a country's memory of the taste of beer. So I can assure you that if milk beer can't develop, the taste is definitely its biggest weakness, and nothing else is a problem. In addition, I also want to say here that what Dream Round Emulsion needs to do now is:

1. You don't have to expand the market on a large scale, but you should have the financial strength to enter the national market at any time and excellent product types, and build a good channel for the national market within two years.

2. Strengthen the brand concept of existing customers of milk beer, and let consumers know that the ancestors of milk beer are Mengyuan and Hanos. Even if our production capacity can't be the boss in the future, we must do a good job in brand image.

3. In the case of grasping the marketing strategy, in the case of their own strength, let go of their mentality to the competitors behind, and let everyone produce milk beer together and make the cake bigger together. When people all over the country get into the habit of drinking milk and beer, we are still the best. When people talk about milk beer, they still think that Hanos Mongolia is the best product of milk beer.

Kefeier milk beer

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