Soybean Milk Enter The Uk Market

Introduction

Soybean milk is a kind of beverage and very popular in China. This product is processed with soybean and fresh milk as the main material. Rich in the multiple vitamins and minerals, high calcium, low sugar with better taste and delicate nutrition. So it is good for health and convenient that it can be enjoyed anytime and anywhere.

With the global market more and more open, a lot of goods begin to export and seek large areas to sell. Thus now has a good opportunity for soybean milk power selling in global market. UK has about five thousand and eight million populations and it is a developed country, so people with high standard consumption level. Beside these, British people demand for drink in high rate. According to the survey, the UK market for beverage has grown by 2.5% since 1999 to reach a total volume of 4.4 billion liters in 2000, and these years consumer demand is increasing for drinks with added benefits. In fact, people usually to drink too much coke and coffee are not good for them. Thus UK market will provide a large business opportunity for the nourishment green beverage. In other word, in UK market soybean milk will gain a certain market share and get more profit in the future.

Chinese people like to drink soybean milk, as the British people like to drink milk. Soybean milk with nice taste and good for health, so it suits for every age people. But at the beginning to selling this product in UK market the target audience focuses on young group people (15-30-year old); others will become the potential customers. Because the young group people are easier to accept the new product, but elder people not. It is relate to the country culture and their daily habit. In UK people usually drink milk or juice with their meal, but in China people more often to drink soybean milk, especial during their breakfast time. Because soybean milk is really a kind of good thing. When soybean milk goes on the UK market, the brand and package have to get some changes. First, the original brand of the soybean milk is WEI WEI in China. But in UK market will change the brand call for ONLY. It means the unique product in UK and makes it easy to call. Because the simple brand can make consumer easier to remember, so it will be create the brand image as well. Second logo also changes for green as the main colour. Because soybean milk is a nourishment green beverage, so use green colour will attract more customers and do more efficient for environmental protection. Third, the language change into English is very necessary. Fourth, the taste will be having slightly changed in order to more satisfy British people needs. Such as in soybean milk add some fruit, coffee or chocolate flavor and so on. There is not influence its nutritive value. There are according to British people are like to drink juice, coffee and hot chocolate. Fifth, the package has to change and provide more size for them to choose. Because British people like to do family shopping and they have big family, most of them with two or three children for a couple. So the size will have 500ML, 1L and 2L with plastic bottle. Every new product entry the new market is not well known immediately, so the company has to do the efficient communication with consumers and set up the good brand image. Thus communication strategy is very important for new product export to other countries.

Chapter 1

1.0 Communications strategy will bring the benefits for soybean milk

Soybean milk with the high quality and media price, but it is the first time for it entries the foreign country. As a new product entry the UK market it needs efficient communicates to customers and trade. Marketing communications is the process of transmitting messages with the objective of making the product attractive to target audiences. The most important audiences for marketing communications are customers and the trade. So if the company can adopt the suitable communications strategy will grain many channels to sell their products. All the products have lift cycle and at the beginning they are stay at introduction step. So the company has to make the audience aware that its product exists and to explain exactly what it does, especially soybean milk is a new product for British people. And then communications are creating favorable attitudes to the company and its brands. Meanwhile the company has to persuade customers and the trade that their brand has benefits that are superior to competitors. Effective communications become the key to market share. Because the product can win new customers and retain the existing customers by these methods. If the company does not to do the communications, customers would be seduced by other brands offering new benefits and values. Therefore, when they communicate with customers and trade, they have to focus on their brands are still reliable, relevant and good value for them.

Communication is defined as the transmission and receipt of a message. The company communicate to customers about the soybean milk have to sent the correct message for them. Because soybean milk is the new product for British people, so they needs to be persuade and sent them the really message will set up the good reputation for the company. The message sender choose the target audience and grasp their interest are also very important. If the audience does not pick up the message sent out, no communication takes place. The effort and expense have been wasted. Therefore, successful communications can add value for customers, the trades and other stakeholder groups. In UK, people used to drink milk, juice and so on, so if the company want them to change at once is impossible. Thus the company to do the communications with message to customers can get customer to try and then repurchase the brand. The professional communications affects not only immediate purchase decisions but decisions far into the future. Because some customers will remain loyal and repeat buy. And if they feel satisfied, they would tell others. Actually, all of the customers have rational and emotional choice, so the communication messages will influence their decisions. The brand and attitudes to the company that is more directly associated with the communications message and which ultimately should lead to sales increases. Although in UK market hasn’t the same product, soybean milk faces very strong competition. Because the main competitor of soybean milk is milk, such as FRIJJ, ORCHARD and so on. These products entry into UK market for a long time and they have a large market share. Above all, Frijj is the brand leader in the fresh flavored milk drinks market. It is very popular in UK, so it brings a heavy pressure for soybean