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Project objective
Provide recommendations on the best ways to launch and market the product in China.
Previously the product was only sold in South Africa
Achieved through:
Market research
Marketing strategy proposal.
Elevator Pitch.
The grape seed oil is a fairly new product to Chinese oil market. As the Chinese GDP is
growing on a regular basis annually, there are an increasing number of people paying
more attention to improve the quality of life. As a healthy oil option grape seed oil can
attract these citizens by its high smoke point and numerous medical benefits. The total
revenue of cooking oil industry in China was $171.1 billion in 2013 and is going up
17.3% per year (IBISWorld report). The B-well Grape seed oil is ready for sale now with
all the required governmental certification, retailing at 45RMB per 500ml bottle online
and 55RMB in the shops.
Nan Fei Long Food Trade Co Ltd
Established: 2011
Wholly Owned Foreign Enterprise (WOFE) with the center of operations in Wuxi.
Company is focusing on importing pure grape seed oil produced in South Africa to China.
Grape seed oil has a very sweet, light and slight nutty aroma
Can be used in salads, sauces, marinades, baking and deep frying.
Grape seed oil has smoke point of 270℃.
Therefore it is better for high temperature cooking and can be
safely used to cook at moderate temperatures during stir-frying.
Low in saturated fat
Therefore can be used as part of low fat diet
Could be used:
At home
Restaurants
Bakeries
Hospital canteens
School canteens
Direct sales
Store sales in Ningbo
Hiring some promoters (2 employees in company now)
Channel sales
Partners: Taobao, Auchan, RT Mart
The number of partners: 3 ( Taobao, Auchan, RT Mart)
Territory Definition: Ningbo, other cities close to Ningbo when the product is better known and distribution channels
established
Opportunities
Increasing health consciousness of Chinese consumers
China has the largest grocery market in the world.According to Clearwater Foods report
in 2011 grocery sales in China reached $972 billion (RMB 3.5 trillion).
The total revenue of cooking oil industry in China was $171.1 billion in 2013 and is going up 17.3% per year.
Estimated consumption of edible oil in 2015 will reach 30 million tons, per capita consumption will reach 20
kg (15 kg per capita in 2008).
(IBISWorld Cooking Oil Production Market Research Report, 2013)
Experience:
•CEO at South African IT company 1997 - 2007
•Business Teacher in China 2007 - present
Further Inquiry:
• Mr. Appelgryn, CEO
• Phone: +8613554700707
• Email: Henni.Appelgryn@nottingham.edu.cn
• Website: www.nanfeilong.com