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Consumer Goods

Grupo Industrial Saltillo
Synopsis:

KMG provided assistance to GIS in the form of marketing audits, a marketing strategy plan and foreign market entry plans. One of the more noticeable achievements in this project was that KMG and GIS' automobile division created a 'ROI percentage model', with said model serving as a basis for product and service improvement. This model has received much recognition in the international market.

GIS is a large Mexican corporation with 11 departments. Its field of work includes Robotics, bathroom equipment, tiles, utensils and kitchenware. GIS, its bathroom equipment company Vitromex, its American child company St. Thomas Creations and KMG cooperated in the creation of a marketing strategy plan. As the project's main goals, KMG participated in the decision-making process of choosing a strategy plan that would truly help GIS reach its goals for corporate growth, only reaching a decision after careful inspection and research. In the end, KMG proposed a new plan to introduce the company into the largest bathroom equipment channel in the whole world (Expo furniture center). KMG also participated in channel and client research to support the channel entry strategy. As a result, Vitromex was able to enter the Expo at an advantage. 11% of Vitromex's sales in the US are from Expo.

KMG and GIS' automobile division created a 'ROI percentage model,' to prove their products and services' economic worth to clients. The 'ROI percentage model' served as a basis for pricing strategies and services. This model was based on customer research data compiled by KMG and GIS' personnel. 4 days of training were used to train around 50 mid and high level managers in the car management department.

After the success of the above projects, GIS' executive board and CEO wished for KMG to design an efficient market-oriented marketing strategy system for GIS. After research, corporate interviews and combining corporate history, the company's corporate vision and goals, KMG created a detailed marketing structure model, which included work process design, organizational structure, department design, job design, and a detailed description for each position including responsibilities and evaluation methods. This structure was met with high approval by GIS executives.

China Grain Reserves
Synopsis:

KMG has assisted China Grain Reserves in creating a new product strategy for its smaller product line of cooking oil, with the resulting 'Jin Ding' cooking oil receiving a warm reception in the market.

In 2011, KMG was selected by China Grain Reserves for a national brand construction project. By way of this project, KMG named CGR's product 'Jin Ding' while also formulating brand strategies, brand promotion strategies and a nationwide marketing plan, with the end goal being to successfully convert 'Jin Ding' into a national cooking oil product. China Grain Reserves was very pleased with KMG's brand strategy plan, and implemented KMG's suggestions in 2012, with public welfare and corporate social responsibility as points of differentiation for the brand.

Chinatex
Synopsis:

KMG was responsible for helping Chinatex (one of China's top cooking oil companies) create strategic directions and operation development plans in investing, the market and maintenance, the results of which were critically acclaimed by Chinatex's CEO and Chairman.

In 2012, KMG was chosen by Chinatex corporation to create a nationwide brand strategy plan. In response to this, KMG analyzed the market for cooking oil products with smaller packages, and by use of the resulting marketing research and probability data, reached the conclusion for Chinatex to invest and produce small-packaged cooking oil products.

Snow Beer
Synopsis:

In 2006, KMG accepted a project from China Resources Corporation to select one brand out of several local brands to convert into a nationwide brand. In the final year of the project, KMG successfully assisted China Resources group in turning Snow Beer into nationwide phenomenon. This project is one of KMG's classic cases in the consumables market.

In 2006, KMG accepted a project from China Resources Corporation to select one brand out of several local brands to convert into a nationwide brand. KMG and China Resources eventually settled upon Snow Beer, and the following 7 months were used to formulate a brand construction plan in order to affirm Snow Beer's unique positioning, value proposition, marketing strategy, brand strategy and implementation plan. The 'Imagination' line of products were unveiled during the World Cup season, and is still evolving and in use until this day. As of February 2013, Snow Beer has become China's best-selling beer.

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