Shengdu food faces difficulties in expansion and profitability. Their BEST SELL tendon meat, have profit margin only about 40%, and the clay category brings 60%. Re-planed the product line and price range. Created a"tongue licking"packaging box in delicious orange color and changed from 500g to 250g.Now seems to have a lower unit price.
The new brand name"Holy claw treasurer" is more likely to be remembered. We also needed to shift the focus from dinner and holidays, into everyday consumption. We build a new flavor memory:"Sweet and Spicy", and consumers are willing to buy back because they can clearly feel the difference in taste. Today 80s and 90s are trend setters on the market with highest purchasing power. Reaching these groups was made with integrated marketing, content and one strong point.
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Claw category will be the next trend.