Wangzai product survey report

First, the background of Wangzai Enterprise

Want Want Company officially entered the mainland market on 1992. Taiwan Province is the first company with the largest number of registered trademarks in mainland China. 1994 set up its first factory in Hunan, and 1996 was listed in Singapore. Want Want adheres to the business philosophy of "predestined relationship, self-confidence and unification", and is determined to become "the kingdom of comprehensive consumption food", making continuous progress towards the goal of "China first and the world first".

Most of the group's locations are located in Chinese mainland, followed by the products of Taiwan Province Group, which are sold in several places, mainly in Chinese mainland market; Followed by other markets such as Taiwan Province Province and Southeast Asian countries.

Second, Wangzi's main hot products

1. Wangzai QQ Sugar

Product features: Fruit juice (reduction amount ≥5%) and vitamins are added to the product, which strengthens nutrition and makes the flavor more pure and natural. Deeply loved by consumers, the sales volume ranks first in the market and won the title of "China Famous Brand Product". Wangzai QQ candy tastes pure and natural, and its particles are crystal clear. Combined with the unique bite feeling, Q is just right.

Advantages: brand effect, pure taste and full sense of Q.

③ Style: The brand image is prosperous, the color and taste on the package are very bright, and the whole has a certain comic interest.

4 slogan: The slogan of Wangzai QQ Sugar is "Oh ~ my baby" and "Do you want one too?"

2. Wangzai milk

Product features: Wangzai series milk tastes pure and is rich in amino acids, calcium, fat, vitamins and other nutrients. , which is necessary for human body every day, is a nutritional product suitable for children to drink.

Advantages: Mini slimming type is more popular with younger children; Gift bags are light in weight and very suitable for giving to friends and family. Families are more likely to consume whole boxes.

③ Style: light, red and prosperous classic cartoon images, canned.

Slogan: "Look again, look again, I will eat you!"

Third, consumer groups.

1. Consumer audience

Figure 1: Main consumer groups of Wangzai products

It can be seen that the consumer groups are mainly children and teenagers, which is also in line with the marketing strategy of Want Want products.

2. Consumer's favorite product packaging

Table 1: favorite things of consumer groups

3. Product color

Mainly in red, individual Wangzai products have different colors according to their own characteristics, such as Wangzai QQ candy and QQ candy with different tastes.

Fourth, competitor analysis

1. rainbow sugar

① Main consumer groups: young students.

② Packaging: Rainbow candy pattern is the main color, with red or green background and no text.

③ Material: Crispy candy coat is wrapped with different flavors of fruit soft core, which is divided into original fruit flavor in red package and strong sour flavor in green package. ④ Color: Rainbow is the main tone, with red and green as the background. ⑤ Graphics: rectangular, also packed in rectangular boxes.

⑥ Slogan: "Infinite perfection, rainbow candy!"

⑦ Comparison: Compared with Wang Zi products, rainbow candy is more youthful and energetic, and there are various candy flavors in the crispy icing.

2.golden monkey

① Main consumer groups: students and adults.

② Packaging: The cartoon golden monkey is the main image of the product. The outside of the milk candy package is transparent, and the candy inside is packaged one by one. In addition, there is opaque packaging.

③ Materials: Because there are many kinds of golden monkey candy, the specific materials are determined by different kinds of candy.

④ Color: The main image of golden monkey is red, and other packaging colors change according to the taste of the product. Such as jujube flavored toffee, the color is mainly the color of jujube.

⑤ Graphics: The outer package is rectangular and the inner package is oval.

⑥ slogan: "Three golden monkey toffee is a good cup of milk." ⑦ Comparison: Compared with Wang Zi products, Golden Monkey candy series has more varieties and tastes.

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