Welcome to our

group
CHEESE
LOVERR
RRR

Calvin
Jay Trung Nguyen
Mien Nguyen
 Miracle Cheese
Beyond food
This is a lifestyle

Product
High protein
Calcium contained
99% fat-free and low Carb
12 slices cheese in a 250g NET pack
 Wholesale
$3 per item price:
comprising $5/item
raw material
cost,
Retail price:
production
$7/item
cost, packing
cost and other
costs.
Price
 banners on
websites on
lin e
magazines

Promotion

Hire PGS and PBS in 50 large supermarkets

(Auchan, RT-Mart, Wal-Mart)

2 items for 20% discount

5 items for a key fob gift
 Promotion
Douyu live app
3 influencers
Duoyi (food blogger - 264,000 subscribers)
Yi (professional fitness – 621,000 subcribers)
Yeshi (chef – 740,000 subscribers)

Devondale website
Tiktok
Post healthy cooking recipes with cheese
for fitness
Funny cow filter with hashtag #Devondale #forhealth
SEO keywords “meal for fitness”, “food to
#funnycheese and # buildmuscle
build muscle, “nutrition guide”
$1000 reward for 10 highest reaction videos
 Tar g et
t o m e r s
Cu s
Shanghai, Beijing, Tianjin,
Shenzhen, Guangzhou
Individualism
Energetic
Adaptable Eat Miracle Cheese
Self-confident U will get Miracle Body

20-28 years old Gymer, trendier,

explorer, aspirer
Males & Females
High awareness about health &
fitness
Employees,
professional, full
Healthy & tasty Western food is
timers
easily accessible on online or in
supermarket
 The largest dairy exporter in the world, 1/3 of global dairy trade.
 15 farms in China with 70,000 cows
 Produces more than 300 million L of milk a year.
 Anchor search many channels to quickly occupy the online
market

 The tastes are lighter (Not very Anchor is brand for Fonterra group of
popular with young people) New Zealand
▪ Excellent research and development department, which can collect feedback
quickly and modify the deficiencies of the products in time
▪ The best configuration and technology
▪ Has a lot of fans, pastures, factories in many cities in China

Bright Dairy

▪ Brand positioning is not accurate, no personality,

not easy to impress consumers
▪ There are not enough quality milk and lack of
milk resource
 Desired Positionin
g
&
Area of Differenti
ation ❖ 99% fat-free, high protein,
various vitamin, and low carb

❖ More attractive shaper with

better cheese

❖ Change the consumer's thinking

that cheese makes you fat

❖ Special and friendly

environmental packaging

❖ It beyond a kind of food, it is a

lifestyle for good health
 
 
 
 
 Intermediate: One level: retailers
Supermarket: China Resources
Vanguard, RT-Mart, Wal-Mart

Online: One level: e-commerce

retailers like Alibaba, JD.com

n e le v e l: sc hools,
Direct: O es idents
h o m e s, r Convenient store: Bianlifeng,
nursing
Suning Xiaodian, and 7-eleven