Cooking, Food & Wine

Master Kang three within half a year of increased product prices, but recently suspended up Bowl prices. At the national related departments under the background of price stability, Master Kang "price trilogy" plans were disrupted.

"price trilogy": why is the "classic series" first? Master Kang Fu full of its low-end products why not price?

last October, Master Kang announced, will be held on November 1 of that year for "classic series" price, $/package from $ 2 per cent to 2.2/package. The products sales revenue of the company all instant noodles product sales revenue of 30%. In February this year, Master Kang declared that has the vendor issued a notice to the national territory, braised beef noodle soup and fresh shrimp and fish Board bag Terminal retail price increase of $ 0.1/package of instant noodles. Just a month later, the company claimed that, in order to "alleviate cost pressures", will be part of the Bowl surface price of 10% per cent.

prices reflected step instant noodles giant unique marketing strategy. Have been performed by Master Kang instant noodles market, Chinese Dragon, white elephant, and unified "four legions" holding, master of "boss" position difficult to shake and unified in strategic and product promotion on the way we're following Master Kang; main nutrition white elephant in the mid-tier market for instant noodles well organized; Hualong will open a new path, the main rural low-end market.

Beijing Fangyuan brand marketing agency General Manager Li Mingli pointed out: "with the expansion of market share and improve the coverage of, Hualong steady sit low end head Harbour, Master Kang and unification are difficult to shake its status. "

unique price policy Master Kang instant noodle market have been sweeping. The industry pointed out that all along, in order to seize the low-end market, Master Kang deliberately weaken its low-end price of instant noodles Fu full, at the same time through a bowl of noodles and high price of higher gross margins bags make up for losses in the low-end market. Master Kang "stressing the large and deregulating the small" marketing strategy to effectively curb the development of competition, to ensure sufficient gross margin.

"bag surface if prices 10% per cent, at most 0.1 Yuan, and bowl of noodles if prices 10% per cent, the price close to $ 0.5. "Marketing experts (see marketing experts blog), Research Institute of China food business researcher Zhu Danpeng said, Master Kang's low-end products to block competitors ' development space, and high-end product prices to make up for a loss, this is the master of its low-end products Fu full delayed prices main reason. Industry sources, Master Kang ultra low price strategy to low-end products have been peers "unfair competition" of complaints.

master bowl of noodles in high gross profit margins and high market share of the surface in bags of up to 70%, the company has plenty of price increases energy. The lead on "classic series" price was because the series is Master Kang's best-selling product. The industry pointed out that, improve the selling price of the product is to test market acceptance.