醬油基礎(chǔ)知識講解課件

SoySauceLearning

醬油基礎(chǔ)知識SoySauceLearning

醬油基礎(chǔ)知識1Content內(nèi)容MarketSizeandSegment市場規(guī)模和細分SoySauceMarketSize醬油市場規(guī)模SoySauceSegmentandTrend醬油品類細分和趨勢ConsumerConsumptionandHabit消費者消費習(xí)慣Purchasebehavior購買行為CookingHabitandAttitude烹調(diào)習(xí)慣和態(tài)度BrandCompetitionandImage品牌形象和競爭MarketShareofBrands品牌市場份額BrandawarenessandImage品牌知名度和美譽度Keydriverforoverallliking(sensory)驅(qū)動喜好的主要因素(感官的)Content內(nèi)容MarketSizeandSegm2MarketSizeandSegment

市場規(guī)模和細分MarketSizeandSegment

市場規(guī)模和細3MKTSize&Consumption市場規(guī)模和消費年市場份額Source:ACNielsenRASource:TNSofresCP年人均消費

調(diào)味品中最大的品類，滲透率達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

北京每年消費醬油量最多，而廣州的人均花費最高。MKTSize&Consumption市場規(guī)模和消費年4SoySauceMKTStructure醬油市場結(jié)構(gòu)消費量消費金額平均價格(元/升)

廣州北京

上海生抽老抽醬油10.03.63.4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

北京也以普通醬油為主，預(yù)計也將和上海一樣，逐漸轉(zhuǎn)向生抽和老抽市場Source:TNSofresCPSoySauceMKTStructure醬油市場結(jié)構(gòu)5SegmentationofSoySauce醬油市場細分消費者給出的快速細分:Guangzhou廣州生抽,老抽&“蘸”的(Shengchou,laochou&dipping)Beijing北京Shengchou,laochou&ordinaryjiangyou生抽，老抽，醬油Cooking&dipping/mixing燒菜的，蘸的/涼拌的Shanghai上海Shengchou,laochou&ordinaryjiangyou生抽，老抽，醬油Byclass按等級Guangzhou廣州Byclass按等級Bytaste按口味Shanghai上海炒菜的&沾的/涼拌(Cooking&dipping/mixing)紅燒的&沾的(Stewing&dipping)Beijing北京Byclass檔次(Premiumusers高檔使用者)Byacceptancelevel可接受的水平(大眾消費者)其他細分準則:SegmentationofSoySauce醬油市場6SegmentationofSoySauce醬油細分醬油產(chǎn)品都以使用來細分使用主要是指將醬油用作:蘸/拌炒菜(用法基于不同的烹調(diào)方法)蒸(GZ)燉(GZ,BJ)紅燒(SH)腌(所有城市，主要在北京)一般炒菜(所有城市)SegmentationofSoySauce醬油細7SegmentationofSoySauce醬油細分Dipping沾用于蘸魚，肉，海鮮，蔬菜，餛飩等.食品可以是蒸過的或是煮過的，口味較淡火鍋廣州:白灼,

Steaming蒸在廣州最普遍在廣州,用最少的其他調(diào)味品，稱為清蒸如.蒸魚(醬油通常在燒完后灑在表面),蒸雞,蒸肉Mixing拌(SH,BJ),撈(GZ)BJ,SH:冷菜(中式色拉)如黃瓜,海蜇,豬肉,雞肉等.夏天非常普遍GZ:炒面，并與醬油和油相拌SegmentationofSoySauce醬油細分8SegmentationofSoySauce醬油細分Stirfrying炒通常是蔬菜炒肉肉可以是事先腌過的很多家庭主婦在炒蔬菜時基本上不加任何醬油Braising(redstew,hongshao)紅燒在上海非常大食物(代表性的是魚和肉)將燒成半熟，然后加老抽，糖，等煮15-30分鐘(因此叫紅燒).Deepmarinating腌肉,鹵中式風(fēng)味的腌肉,在北京很普遍廣州–鹵水肉，鹵水鴨等(但現(xiàn)在有專門的鹵水汁可代替醬油)通常需要較深的顏色Stewing燉,燜和紅燒相似，但須更常的時間GZ:燜BJ:燉希望有較深的顏色SegmentationofSoySauce醬油細分9紅燒/燉,燜炒冷菜/蘸/蒸

烹調(diào)方式顏色>>口味顏色>口味口味>顏色包裝玻璃瓶塑料瓶桶裝袋裝-老抽(SH/GZ)-醬油(BJ)-醬油(SH/BJ)(包括紅燒/黃豆)-醬油(SH/BJ)-老抽(SH/BJ)-醬油(SH/BJ)(包括黃豆和紅燒)-生抽(GZ)-醬油(BJ)-醬油(BJ)-醬油(BJ)-生抽(GZ)-生抽(GZ/SH)-醬油(BJ)-風(fēng)味醬油(SH)(-包括宴會/辣味/蒸魚豉油)-海天/淘大-金獅-淘大-家樂-淘大/寬-海天-家樂/老蔡-老蔡/海鷗-金獅-海天/之美齋-Master/金獅-海天/李錦記-太太樂-淘大家樂-海天/淘大-寬更高檔醬油細分市場與品牌的聯(lián)系經(jīng)濟實惠紅燒/燉,燜10發(fā)展趨勢--上海:

-普通醬油仍處主導(dǎo)地位

-逐漸向老抽和風(fēng)味醬油過度9.312.875.070.561.255.08.78.716.221.6SH'01SH'02SH'01SH'02生抽老抽醬油風(fēng)味醬油量金額Source:ConsumerPanel發(fā)展趨勢--上海:

-普通醬油仍處主導(dǎo)地位

-逐漸向老抽11結(jié)論和暗示結(jié)論:市場巨大，每個地區(qū)由于烹調(diào)方式不同而具有不同的是市場細分整個品類向高檔產(chǎn)品發(fā)展，特別是上海，北京隨之暗示:必須重視的具有吸引力的市場每個地區(qū)的每個細分市場需要不同的策略GZ:開發(fā)高檔產(chǎn)品SH:開發(fā)老抽／生抽以提高形象和毛利BJ:為了品牌形象需要老抽／生抽，但也得注重普通醬油市場以獲得市場份額結(jié)論和暗示結(jié)論:暗示:12消費者行為消費者行為13滲透率:

-

基本上每個人都使用醬油，但因城市和細分市場而不同

-仍有空間提高生抽和老抽在東區(qū)和北區(qū)以及風(fēng)味醬油在各區(qū)的滲透率Source:ConsumerPanel-Y2002ByTypeofS.SauceByPackageofS.Sauce滲透率:

-基本上每個人都使用醬油，但因城市和細分市場而不14消費者的購買行為—上海

每個家庭平均每年消費7.3L,34RMB的醬油,用量較多的消費者為每年14.7L購買頻率:醬油每兩月一次,老抽/風(fēng)味醬油每四月一次普通醬油使用者也購買其他醬油,平衡高檔醬油和大眾化醬油,不同的烹飪方法是用不同的醬油每次購買,她們愿意花3元買普通醬油或者是風(fēng)味醬油,但愿意花8元買老抽老抽通過提高滲透率獲得市場份額,但還有很大的空間繼續(xù)發(fā)展.同時,醬油有著很高的滲透率,但比去年有所減弱.SwitchIndex9474121機會:生抽和風(fēng)味醬油用于冷菜,涼拌和蒸菜Source:ConsumerPanel消費者的購買行為—上海每個家庭平均每年消費7.3L,3415購買頻率:每兩月購買一次袋裝醬油,瓶裝每四月一次,桶裝半年一次.先買瓶裝,然后將袋裝醬油罐入瓶裝內(nèi),然后買新瓶,在罐入平衡方便和經(jīng)濟實惠消費者愿意為買瓶裝而多付出-塑料瓶:輕,容易攜帶,并比玻璃瓶便宜-玻璃瓶:跟高檔/衛(wèi)生/安全桶裝因方便,經(jīng)濟實惠以及消費者忠誠度的提高而發(fā)展(大包裝,價格便宜)但也有人擔(dān)心新鮮度的問題,因為在家里會保存較長時間機會

1.1L桶裝2.玻璃瓶,高檔醬油SwitchIndex1099594消費者購買行為–上海Source:ConsumerPanel購買頻率:每兩月購買一次袋裝醬油,瓶裝每四月一次,桶16

消費者的情況-上海

重度消費者,占人口的20%,但消費了總量的40%,占金額的37%

那些收入中等和較低的重度消費者仍然傾向于買袋裝醬油,但與去年相比,使用老抽和玻璃瓶裝醬油中等和較低收入的中度消費者正向老抽和風(fēng)味醬油轉(zhuǎn)入,從袋裝向桶裝轉(zhuǎn)換

收入很低的輕度消費者(占人口的50%),向玻璃瓶老抽/風(fēng)味醬油轉(zhuǎn)換Source:ConsumerPanel消費者的情況-上海重度消費者,占人口的20%,但17重度消費者的消費行為—上海

消費者比率-醬油種類消費者比率–包裝

上海市場在不斷變化,75%的消費者會使用至少兩種種類和兩個包裝的醬油Source:ConsumerPanel重度消費者的消費行為—上海消費者比率-醬油種類消費者比率18ConsumerPurchaseBehavior-BJPenetrationQB(Liter)/NBEXP(RMB)/NB#ofPurchaseLoyaltyRateAveragePricePenetrationQB(Liter)/NBEXP(RMB)/NB#ofPurchaseLoyaltyRateAveragePriceSoySauceTypeSoySaucePackageEachBJHouseholdconsume10Landspend38RMBBJissimilarasSH,dominatedbyJiangyouwithhighpenetrationandloyaltyBJisforecasttofollowSHtoupgradetoLight/DarkSSalthoughverylowpenetrationnowDifferentfromSH,G.BottleandbarrelaremuchimportantthanPouch,evenwithJiangyouBeijinesehaslesspurchasefrequencycomparedtoSH,andwithhighervolumepertime(2bottle/pouchpertime,1barrelpertime)duetolessconvenientofshoppingenvironmentcomparedtoSH

Opportunityfor1Lbottle/barrelSource:ConsumerPanel不用翻ConsumerPurchaseBehavior-B19HeavyconsumerPurchaseBehavior-BJ82%heavyuserareregularonlyorregular+lightbuyer31%heavyuserareglassbottleexclusiveuser,Mediumuseraremoreduplicateuser,wholiketotrydifferenttypeofSS,easytoupgradetoother%ofbuyer-TypeofSS%ofbuyer-PackageSource:ConsumerPanel不用翻HeavyconsumerPurchaseBehavi20H/M/LUserprofileandWhattheyuse-BJSoysauceusedbyH/M/LuserHeavyuseuse,20%ofpopulation,butconsume50%ofvolumeTheyareclearlyskewtolowincomeandbigfamily,affordableisveryimportantRegularsoysaucedominateheavyuser’basketMediumaremoremediumincomeLightaresmallfamilyMediumandlightuserareeasytoupgradetodark/lightsoysauceOpportunity:1.TargetMediumuserfirstwithDark/lightsoysauceinBarrel/G.Bottletobuildimage2.Sellaffordableregularsoysauceinglassbottletoheavyuserforvol/valshareSource:ConsumerPanel不用翻H/M/LUserprofileandWhatth21ConsumerPurchaseBehavior-GZPenetrationQB(Liter)/NBEXP(RMB)/NB#ofPurchaseLoyaltyRateAveragePricePenetrationQB(Liter)/NBEXP(RMB)/NB#ofPurchaseLoyaltyRateAveragePriceSoySauceTypeSoySaucePackageGZconsumeless(6.6L)butspendmost(44RMB)onsoysauce,esp.onLightsoysauceLesspurchasefrequency,lessvol.purchaseeachtimeexceptLightsoysauce(mainly1barrelor1bottleeachtime)about50%userbuysoysauceinbottleandbarrel,but29%areexclusiveGlassbottleonly,and12%barrelonlyNopouchinGZ,butstillquitestrongwithBulkwiththecheapestpriceSource:ConsumerPanel不用翻ConsumerPurchaseBehavior-G22HeavyconsumerPurchaseBehavior-GZHeavyusernotonlyuselightsoysauce,butalsoregularandDarksoysauceMostofheavyuserbuybottleandbarrelMorethanhalfoflightuserareonlyuseonetypeofsoysauce:eitherlightorregularSoysauce55%oflightuserareexclusiveonepackageusereitherGlassbottleorbarrel%ofbuyer-TypeofSS%ofbuyer-PackageSource:ConsumerPanel不用翻HeavyconsumerPurchaseBehavi23

Who:H/M/LUserprofileandWhattheyuse-GZ

Soysauceused(Vol)byH/M/LuserHeavyuseruseisbigfamilyHeavyuserismorelightsoysauceinbarrelSource:ConsumerPanel不用翻Who:H/M/LUserprofileandW24通路:

-上海以現(xiàn)代通路為主(over90%)

-北京/廣州的主要通路也是賣場和超市(占80%)

VolumeBasedValueBasedSource:ConsumerPanel通路:

-上海以現(xiàn)代通路為主(over90%)

-25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家庭的醬油花費在廣州為50元以下,北京和上海在40元以下購買頻率為每兩個月一次(上海北京為普通醬油,廣州為生抽),其它較低每次購買量大概為1升,不包括風(fēng)味醬油在上海,大多數(shù)人會購買兩種包裝以上的醬油在上海和北京,重度消費者傾向于購買普通醬油,中度和輕度消費者傾向于購買老抽和生抽暗示:在上海和北京,開發(fā)老抽和生抽醬油具有很大的機會每年的消費量很低,具有很大的空間提高消費量,有機會向高檔醬油轉(zhuǎn)換有機會發(fā)展1L包裝有機會做各種醬油的聯(lián)合促銷有更多的機會在中度和輕度消費群中提高醬油的檔次,尤其在北京結(jié)論&暗示結(jié)論:暗示:26烹調(diào)習(xí)慣及態(tài)度烹調(diào)習(xí)慣及態(tài)度27食品結(jié)構(gòu)&菜肴數(shù)量北京廣州上海=蔬菜=蔬菜=蔬菜豬肉>牛肉/羊肉>海鮮/家禽+海鮮>豬肉>家禽/牛肉/羊肉+?冬天品種較少海鮮>豬肉>家禽/牛肉/羊肉+目的-消除饑餓,補充能量-方便快捷-消除饑餓-方便-營養(yǎng)/口味-聯(lián)結(jié)整個家庭Source:H&A+quali.食品結(jié)構(gòu)&菜肴數(shù)量北京廣州上海=蔬菜=蔬菜=蔬菜豬28烹調(diào)方式&使用的醬油運用各種不同烹飪方式的家庭主婦比例:運用不同烹飪方式的菜肴的比例:生抽老抽生抽/風(fēng)味醬油醬油/老抽醬油/老抽生抽生抽老抽生抽/風(fēng)味醬油醬油/老抽醬油/老抽生抽Source:ConsumerPanel烹調(diào)方式&使用的醬油運用各種不同烹飪方式的家庭主婦比例:29醬油市場細分:運用Dipping沾著吃Stirfrying炒Braising紅燒Stewing燉,燜Steaming蒸Marinating腌肉Mixing拌著吃口味至關(guān)重要顏色至關(guān)重要顏色不能太深,不然會覆蓋食物的顏色,醬油的口味是最重要的必須給食物帶來亮紅色,口味來自于其他調(diào)味品,如糖對醬油的需求Source:KnorrBrandKeyQuali.2003醬油市場細分:運用Dipping沾著吃Stirfryi30Dipping沾著吃Stirfrying炒Braising紅燒Stewing燉,燜Steaming蒸Marinating腌肉Mixing拌著吃廣州:生抽非常重要(蒸,炒,也可用作其他各種用途)老抽偶爾使用蘸的醬油上海大眾消費者:醬油+生抽用于蘸食,涼拌高檔消費者:生抽+老抽或醬油,有些使用較貴的蘸醬油北京大眾消費者:僅使用醬油,或加一點生抽高檔消費者:醬油/老抽+生抽有些使用較貴的蘸醬油不同城市不同使用方式:Source:KnorrBrandKeyQuali.2003醬油市場細分:運用口味至關(guān)重要顏色至關(guān)重要Dipping沾著吃Stirfrying炒Braisi31烹調(diào)方式和醬油的趨勢—上海VolumeBasedValueBased更多的海鮮/蔬菜更少的肉類更多的蒸/炒較少的紅燒/燜趨向老抽更多的生抽/風(fēng)味醬油趨向瓶裝和桶裝袋裝醬油的消費群為50歲左右塑料瓶醬油的消費群為40歲左右塑料瓶醬油的消費群為30歲左右Moredisposableincome由于營養(yǎng)過剩產(chǎn)生的新的健康問題

需要更多的健康飲食習(xí)慣烹調(diào)的時間壓力

使用較少醬油(平均消費量:在上海減少3.6%)花費更多高質(zhì)量,高檔醬油(每次購買的花費:增長4.5%)較少的購買頻率(每年減少3.5%)SalesVolume‘000LiterGrowthRate:-2.5%SalesValueM.RMBGrowthRate:2.5%AveragePriceis5.1%higherthanyearago.Source:ConsumerPanel烹調(diào)方式和醬油的趨勢—上海VolumeBasedValue32

On100%Loss(-272)DarkSoy96FlavorSoy79LightSoy916.9%4.7%88.4%On100%Loss(-172)PlasticBottle75Barrel96GlassBottle90On100%Gain(+13)Bulk817.1%3.9%

JiangyoustilldominatethemarketinSH,butswitchtoDarkSS,aswellFlavorSSPouchisstillpopularinSH,butswitchtoBarrelaswellG.BSoySauceSwitchWay:Source:ConsumerPanelOn100%Loss(-272)DarkSoy33CensydiamModelForCookingIndividualRecognitionWithdrawingtoInnerWorldGoingtoOuterWorldFun/EnjoycookingFinishthecookingdutyBelongingDoformyselfIntegrationHarmonyandintegrateCalmdowninsecure,berecognitionCare&NourishfamilyShowoffcookingskill,showmyvalueSource:Palatex-CensydiamCensydiamModelForCookingInd34CookSegmentandNeedsFun/EnjoycookingHarmony&integrateBelongingShowoffcookingskill,showmyvalueDoformyselfCalmdowninsecure,berecognitionFinishthecookingdutyCare&Nourish#115%Creatingillusionofcooking#227%Cookingforlove#314%Cookforsurvive#711%Keepingallinbalance#88%showoff#54%Cookforappreciation#67%cookforimpress#414%savefaceSource:Palatex-CensydiamCookSegmentandNeedsFun/Enj35SoySauceCurrentPositionFun/EnjoycookingHarmony&integrateBelongingShowoffcookingskill,showmyvalueDoformyselfCalmdowninsecure,berecognitionFinishthecookingdutyCare&Nourish#115%Creatingillusionofcooking#227%Cookingforlove#314%Cookforsurvive#711%Keepingallinbalance#88%showoff#54%Cookforappreciation#67%cookforimpress#414%savefaceLKKLaocaiKnorrHaitianSeagullNewLCAMOYSource:Palatex-CensydiamSoySauceCurrentPositionFun/36CityCulture&AttitudeDifference

Source:KnorrBrandKeyQuali.2003+otherquali/ChengduShanghaiBeijingGuangZhouEnjoyTastyFood-Topimportant:Money,morerealistic,downtoearth-Bepoundoffoodculture(richandvariablefood)-Wanttobeaboss,evenverysmallcompany-Putmanyeffortoncooking,andmanyenjoyit-Greatpleasureineatingthanfunctionalvalues-Emphasisonfreshnessandnaturalness-Familyorientedalthoughkidisimportant-Selfimage:capable,greatcook“Ifeelgood”Traditional-Dreamtobeapowerfulofficer,moreinterestinginPoliticratherthanfood-Foodisnothottopic,lesseffortspentincooking-Morebasicincooking&eating,aroutineandnecessity-Ensurebalanceandnaturalness-Kidpreferenceinfluenceme,butthinkmoreforwholefamily-Selfimageasacook:notexpert,butfeelallright“ThatisthebestIcando”ResultOriented-Dreamtobeexcellentwhitecollar,highincome,greatlivingstand-FamoustobeGoodatbalancevalueandmoney,capablehousewife-ModernandopentoWestern-Extremelykidoriented,kid’successistheirdream-Seethefunctionalroleofmeal:betterperformancenowandfuture-Buyfreshfoodnotonlytastybutalsohelpfulonnutrition-Putgreateffortoncooking,Selfimage:Oktobeagreatcook”Itryhard”BJSH不用翻CityCulture&AttitudeDiffer37Conclusion&ImplicationConclusion:Stirfryismaincookingway,CantoneseismoresteamingandSHismorebraisingTrendismoresteamingandlighttasteDifferentneedfordifferentSSColororientedforbraisingTasteorientedforsteaming/DippingMostofChinesearefamily/kidorientedshowthelove:27%orcontrolandbalanceeverything:15%orjustfinishthecookingjob:14%Still11%areveryinsecurecookingway,needtoassuranceImplication:Newinnovationwhichcansuitfornewcookingtrend:forsteaming/dippingSSlesssaltySSTargetconsumerwhoiscaringandharmonyneedmotherwhichis42%VeryfewChineseisfoodindulgenceoriented,shouldLCtargetnotonlyshowoffhousewife,butalsotargetthosewhoneedsecuresupertasteresultConclusion&ImplicationConclu38BrandCompetitionBrandCompetition39PerceptualMapping-GuangzhouDippingMixingCookingLowqualityHighqualityMaggieMasterLKKJammyChaiHaiTianKnorrAmoyZhuJiangCheapbrandssoldbyhawkers,smallcornershopsInGZ,qualityissignaledbybrand&priceAlmostallproductsinmarketareconsideredofatleastaveragequalitySource:KnorrBrandKeyQuali.2003不用翻PerceptualMapping-Guangzhou40PerceptualMapping-ShanghaiDippingMixingCookingLowqualityHighqualityMaggieKikkomanLKKSeagullHaiTianLaoCaiAmoyKnorrTotoleBanquetMasterJiangyouingeneralLaochouingeneralShengchouingeneralJiangyou(havetocookbeforeuse)Source:KnorrBrandKeyQuali.2003PerceptualMapping-ShanghaiD41PerceptualMapping-BeijingDippingMixingCookingLowqualityHighqualityMaggie(describedas“seafoodsoysauce”)MassusersJiangyouingeneral

e.g.KunPai,JinShiLaochouingenerale.g.Amoy,LKKShengchouingenerale.g.Amoy,LKKPremiumUsersJiangyouingeneralSource:KnorrBrandKeyQuali.2003不用翻PerceptualMapping-BeijingDi42PerceptualMapping–LikelyScenariointheFutureDippingMixingCookingLowqualityHighqualityExpensivesoysaucee..gMaggi,Master&Kikkoman(SH)LaoChouforbraisingstewingShengchouforgeneralcookingShenChoufordipping/mixing(older,lesswell-offpeople)Ordinaryjiangyouforbraising,stewing(BJ/SH)Themarketseemstobegoingtothedirectionofmoredistinctiveusebytype,andonthestageofupgradingSource:KnorrBrandKeyQuali.2003PerceptualMapping–LikelySc43BrandAwareness

(Feb.17-Mar.16)TOMSpontaneousAwarenessEveryTrialMostOftenTVCAwarenessOtherMediaAwarenessConsideration(Top2Boxes)ShanghaiGuangzhouBeijingKnorrLaocaSource:ATPTrackingBrandAwareness

(Feb.17-Mar.44BrandAwarenessShanghaiGuangzhouBeijingKnorrLaocaiAmoyHaitianLKKKnorrAmoyHaitianLKKKnorrKuanAmoyHaitianJinshiTOMSpontaneousAwarenessEveryTrialMostOftenTVCAwarenessOtherMediaAwarenessConsideration(Top2Boxes)Source:ATPTrackingBrandAwarenessShanghai45BrandImage-SH

(Feb17-Mar16)LaocaiKnorrHaitianAmoyBringoutXianGiveDishcolorquicklyStrongsoybeantasteIscookingexpertIsinnovationbrandMadefromnaturalingredientHelpkidsmartMakewholefamilyhealthAddnutritiontodishGoodvalueformoneyOffersomethinguniqueIsbetteroncookingIsbetterfordippingMakedishmoreappetizingArebetterqualitythanothersSource:ATPTrackingBrandImage-SH

(Feb17-Mar16)46BrandImage-GZ

(Feb17-Mar16)BringoutXianGiveDishcolorquicklyStrongsoybeantasteIscookingexpertIsinnovationbrandMadefromnaturalingredientHelpkidsmartMakewholefamilyhealthAddnutritiontodishGoodvalueformoneyOffersomethinguniqueIsbetteroncookingIsbetterfordippingMakedishmoreappetizingArebetterqualitythanothersKnorrHaitianAmoySource:ATPTracking不用翻BrandImage-GZ

(Feb17-Mar16)47BrandImage-BJ

(Feb17-Mar16)BringoutXianGiveDishcolorquicklyStrongsoybeantasteIscookingexpertIsinnovationbrandMadefromnaturalingredientHelpkidsmartMakewholefamilyhealthAddnutritiontodishGoodvalueformoneyOffersomethinguniqueIsbetteroncookingIsbetterfordippingMakedishmoreappetizingArebetterqualitythanothersKnorrHaitianAmoyJinshiSource:ATPTracking不用翻BrandImage-BJ

(Feb17-Mar16)48BrandAwarenessAndImage-SH不用翻BrandAwarenessAndImage-SH不用49BrandAwarenessAndImage-GZ不用翻BrandAwarenessAndImage-GZ不用50BrandAwarenessAndImage-GZ不用翻BrandAwarenessAndImage-GZ不用51BrandCompetition-Val.ShareSH+E1+GD+BJEastShanghaiBeijingGuangzhouGuangdongSource:RetailAuditLaocaiisNo.3inareawhereweforcusKnorrhasgoodperformanceinEast/SHafterrelaunch,butneedtoimproveinGDDishinTVCisnorelevanttoCantonese,notsurethequalityoftasteCantonesemoreenjoyeatingwhilstShanghaineseismoreend-performancedrivenKnorrstillweakinBJduetolaterMediasupportinginBJBrandCompetition-Val.ShareS52SH:

KeyCompetitorWithinEachSegment-ValShare55.014.78.721.6SH'02FlavorS.SauceRegularS.SauceDarkS.SauceLightS.SauceFlavorSSRegularSSDarkSSLightSSSource:ConsumerPanelSH:KeyCompetitorWithinEach53BJ:

CompetitorWithinEachSegment-ValShare

8.7LightSoySauceDarkSoySauceRegularSoySauceFlavorSoySauceFlavorSSRegularSSDarkSSLightSSSource:ConsumerPanel不用翻BJ:CompetitorWithinEachSe54GZ:

Competitorwithineachsegment-ValShare

LightSoySauceDarkSoySauceRegularSoySauceFlavorSoySauceFlavorSS27.765.92.4LightSSDarkSSRegularSSSource:ConsumerPanel不用翻GZ:Competitorwithineachse55Conclusion&ImplicationConclusionKnorrAwareness:SH:increasingawarenessandusagestableGZ:goodmediaawarenessandbrandawareness,butweakonusage(relevantondishaswellasthekeybenefit”inTVC?)BJ:stillweakduetolateTVConairKnorrImage:SH:leadtheimageon“makekidsmart”,stillweakonothersifcomparedthekeycompetitorGZ:relativestrong,whichcomesfromstrongbouillonpositionBJ:veryweak,onlyAmoy/JinshileadtheimageKeyCompetitor:differentcompetitorineachsegmentineachcityRegular:Amoy/Jinshi/SeagullLight/Dark:Haitian/LKKFlavor:LKK/TotoleImplication:Waitmoreinformationandjudge,butneedtoreviewthecommunication:steamingdishforGZwhichismorerelevantcommunicatemoreontaste?DifferentstrategicforeachmarketGZ:Increasepenetrationandconversionwithsampling,andmoreinnovation

SH:continuousmediasupporttogrowpenetrationandloyaltyonDark/RegularsoysauceSH:newinnovationinLight/FlavorsoysauceBJ:NeedmediasupporttoawarenessthenpenetrationwithsamplingConclusion&ImplicationConclu56SensoryOverviewFermented

1998-2001SensoryscreeningofcommercialproductsMapping22commercialproductsShanghaiusingQDA.10Sensorydirectionswereidentified.About95otherShanghaiproductsweregroupedintothe10sensorydirections.10productswereselected,oneforeachofthesensorydirectionsforconsumerlikingtest.In-homeproducttestwithcommercialproductsProductsweretestedinconsumerlikingtest,QDAtestedassuchandinacontrolleddish(withoutmeat).Attributeswereidentifiedimportantforlikingofbraisinganddippingproducts.XienisfoundtobeanimportantattributeforChineseconsumer.Themeaningandtherelationwithlikingisunclear.XienpanelAxienpanelissetupconsistingoffromoriginChinesepeople.Axienmatrixwasmadeoffoodandculinaryproductingeneral.InsoysaucesxienisrelatedtotheQDAattributesthattheDutchpaneluses.QDAandIn-homeproducttestwithprototypesAsecondlikingtest(10products)wasperformedwithprototypesforabraising,dippingandallpurposeproduct.TheproductswerealsotestedinQDApanel.Thepanelhastakenpartinthedevelopingprocessofoptimisingthebraising,dippingandallpurposeproduct.CorrelationswerecalculatedofQDA,likingandconsumerattributes,chemical/physicaldata.Importantattributes(sensory,consumer,chemical/physical)forlikingareidentified.SensoryscreeningandConsumertestwithControlledKeydrivers

ThepanelisretrainedusingtheSpectrummethodtobeabletoworkforthekeydriversprojectmakingamodel.Keydriversforlikingwassetuptobeabletomakeamodeltopredictlikingwithsensoryandchemicalattributesandthusingredients.不用翻SensoryOverviewFermented

19957SensoryFermented

DirectionsincommercialbraisingsoysaucesMappingcommercialproductsShanghaiusingQDA(ReportVD990024).10Sensorydirectionswereidentified.KNsgSGglAMglYHdbMGseKKssWHssWTslcoffeetreacleanimalfermentedliquoricemedicinrye-breadcheesemaggismokeyrubber/tarparfumisticolivesfish-likecaramelfruitysweetsoursaltalcoholrye-breadcervelaatburntearthymetalbitter-2-1012Dim1(38%)-3-2-1012Flavour(aroma&taste)LCgaWAksLKssFERMENTEDalcoholicTREACLESMOKEYBURNTSPICYANIMALICLIQUORICEMEDICINALMAGGICHEESYDim2(32%)不用翻SensoryFermented

Directions58SensoryFermented

Consumerlikingofcommercialsoysauces10productswereselected,oneforeachofthesensorydirectionsforconsumerlikingtest.Productweretestedinconsumerlikingtest,QDAtestedassuchandinacontrolleddish(withoutmeat).不用翻SensoryFermented

Consumerlik59Braising,RightGlossiness,PerfectDish+Sweet,TreacleCitricAcid,pHVarianceExplained:81%(cons.)-68%(QDA)-73%(chem.)Expressedasfactorse.g.:Liking=-0.140*Sour+0.092*Sweet+..LikingSalt_Astringent,Sour,Bitter,SaltNaClNitrogenAceticacidphenylethanolAsecondlikingtest(10products)wasperformedwithprototypesforabraising,dippingandallpurposeproduct.TheproductswerealsotestedinQDApanel.CorrelationswerecalculatedofQDA,likingandconsumerattributes,chemical/physicaldata.Importantattributes(sensory,consumer,chemical/physical)forlikingareidentified.SensoryFermented

Correlationswithlikingforprototypesofsoysauces不用翻Braising,+Sweet,TreacleCitric60SensoryFermented

WhatdoesXIENmean?XienisfoundtobeanimportantattributeforChineseconsumer.Themeaningandtherelationwithlikingisunclear(reportVD990403).AxienpanelissetupconsistingoffromoriginChinesepeople.Firstbymeansorgroupdiscussionsaxienmatrixwasmadeoffoodandculinaryproductingeneral.不用翻SensoryFermented

WhatdoesXI61SensoryFermented

Sweet/Sour/SaltbalanceinfluencesxienXienisfoundtobeanimportantattributeforChineseconsumer.Themeaningandtherelationwithlikingisunclear.AxienpanelissetupconsistingoffromoriginChinesepeople.InaseriesofsoysaucesxienisrelatedtotheQDAattributesthattheDutchpaneluses.不用翻SensoryFermented

Sweet/Sour/S62SensoryFermented

ScreeningingredientstoinfluencekeydriversAQDApanelscreenedingredientstobecomeabletocontroltheselectedkeydriversforbraisingsoysauces.Forthefollowingdriversingredientswerefoundtoinfluencetherelatedattributes:ODOUR:MolasseforLiquoriceAPPEARANCE:CaramelforBrowncolour/RedKojiforRedcolour/TextraforViscosity,TransparencyTASTE:Organicacidforanimal,sour/Cyclamateforsweet/MaknoforSavoury,MaggiInaSpectrumpanelthesensorialeffectoftheselectedingredientsweremeasuredinastandardisedbraisingporkdish.Threeconcnetrationlevelswereselectedtouseintheconsumertest.ATaguchidesignhasbeenusedinwhichcombinationsofdriversweretested.Usingthisdesignasetof24productsintheconsumertestwasenoughtodeliverinformationontheimportanceandthedirectionofeachdriver.Thebraisedprokdishisacomplexsystem.Thedriverscannotbeseenasseparateissues.Mostofthedrivershaveaninfluenceonseveralattributes.Theyinfluenceeachother.Intheselectedsetof24productsthe3concentrationlevelsarerepresentedofeachdriver.Thesensoryperceptionof2ofthe7driversintheproductsetareshown.Sweetperceptionintheselectedproductset Savouryperceptionintheselectedproductset不用翻SensoryFermented

Screeningin63SensoryFermented

ImportanceofkeydriversConsumertestforKeydriversforlikingwassetuptobeabletomakeamodeltopredictlikingwithsensoryandchemicalattributesrelatedtospecificingredients.Likingtestwasperformedin-contexttotesttheeffectsinarealisticsituation:braisedporkdishwithrice.Recipeeforthedishwasstandardisedtocontroltheexternalfactorswhichenablesustodescribethelikingdifferencestothedifferencesinthesoysauces.TestwasperformedinShanghai.100Respondentswasaksedforliking.Another100respondentswasaskedforxien.MostimportantdriversforbraisingsoysauceLIKING

XIENCyclamate Sweet(+) Cyclamate

Sweet(+)Caramel Browncolour(+) Molasse Liqourice(+)Methylbutyricacid Organicacid(+) Textra Viscosity(+) Caramel Browncolour(-)NoinfluenceonlikingandxienforbraisingsoysauceRedkojiredcolourandMaknosavourySensoryattributesrelatedtolikingandxienforbraisingsoysauce.SweetandLiquorice (+)SourandSalt

(-)AppearanceBrowncolourandviscosityareresponsibleforlikingbraisingsoysauce.不用翻SensoryFermented

Importanceo64SensoryFermented

OptimalbraisingsoysauceAppearanceBrowncolour9%Caramelresultedinadarkbrowndishwhichwasmostliked.Thedishpreparedwiththisproductwasmoredarkthanpreparedwit