How to write a summary of the market research?

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How to write a summary of the market research [Market Report Marketing Paper]

Reward Points 10 Call for Answers Deadline 2009-1-5 02:40:57 PM

Personal summary after the questionnaire survey on dairy products

Report 61.155.18.* 2008-12-31 02:40:57 PM Jiangsu Passerby

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Yikang Dairy Company Limited was established in 2005, is a company committed to scientific research . Production and sales of integrated dairy products enterprise, the enterprise is located in the kite capital of Weifang. The company in line with the principle of integrity management, research and development of a series of dairy products, but because of the products and competitors products are too strong homogeneity, so can not fight with the big dairy manufacturers, in the market competition is in an unfavorable position. Through the unremitting efforts of the company's scientific researchers, we have recently successfully developed China's first batch of health care dairy products, which have filled the gap in the market. The product has nutritional plus health care effects, providing the best choice for many consumers.

In order to improve product awareness and increase product sales, Huangchao advertising planning team for Yikang health care dairy products to do this plan, the structure of the plan is as follows:

Market Analysis

Consumer Analysis

Product Analysis

Advertising Budget and Effectiveness Evaluation

Implementation Strategies

Contents:

I. . Market Analysis

II . Consumer Analysis

III . Product Analysis

IV. Competitor and Situation Analysis

V. Advertising Strategy

VI. Media Strategy

VII. Advertising Plan

VIII. Public relations and marketing strategy

IX. Advertising Strategy Budget

X Advertising Effect Budget Evaluation

XI Implementation Strategy

I Market Analysis

(1) National Macroeconomic Situation

With China's accession to the WTO, China's economy is developing at a high speed and healthily, with an average annual growth rate of 8% for the national GDP, and the gap between China and the time is getting smaller and smaller, and the living standard of the people is greatly improved. The corresponding purchasing power is getting stronger and stronger, and at the same time health has become the focus of people's attention. With the development of global economic and technological level, the driving force of technological change on the development of various industries is also growing. Today's technological advances, especially in communications. Significant advances in transportation technology show endless promise and more reasonable costs for businesses.

(2) Overall Market Analysis of the Dairy Industry

Dairy products are full of nutrients and have a high nutritional value; they contain almost all the necessary nutrients to promote human growth and development and maintain a healthy level of health, which is beneficial to health. China's dairy industry has continued to develop for many years, today, the myth still continues, but the market has begun to return to rationality from the crazy growth, this may be the real golden age of the dairy industry is coming. China's dairy industry has passed the stage of ultra-long growth, the industry's growth rate will slow down, the dairy enterprise competition is becoming increasingly fierce. China's dairy industry is walking in a new stage of development: compared with the international dairy family, although China's dairy products have been quite rich compared to the past, the quality has also been improved, but to solve the problem of protein supply to rural residents, to realize the per capita "a catty milk" dream has just begun. The dairy industry has reached an inflection point: "fresh" will become the mainstream of the dairy market. The introduction of fresh dairy products where there is a cold-chain guarantee is an inevitable step in the upgrading of China's dairy consumption.

(3) Advantages of the dairy industry

Dairy products are now as a mass consumer goods, consumption of large quantities, the market potential, some experts pointed out that dairy products are the healthiest food, suggesting that people drink more milk to protect health. Dairy products in addition to dietary fiber, cow's milk contains all the nutrients needed by the human body, and its high nutritional value is not comparable to other foods. An adult who drinks 500 milliliters of dairy products every day can obtain 15 to 17 grams of high-quality protein, which can satisfy the daily amino acids and 11% of the daily calorie needs. In the past, due to the limitations of living standards, many Chinese people did not have the habit of drinking dairy products, especially in the vast rural areas, the consumption of dairy products is very small. However, with the improvement of people's living standards, more and more people began to consume dairy products, the number of consumption has been rising year by year, providing opportunities for dairy manufacturers. It is believed that the consumption of dairy products will continue to grow, and the development of the dairy industry has broad prospects. In addition, the rapid development of dairy products, the industry channel construction is good and smooth, there are a large number of sales and supply chain to choose from, for the development of enterprises to provide the opportunity to save the cost of their own construction.

(4) Limitations of the dairy industry

Limitations of milk sources. Now the market milk source points are many, in order to obtain advantageous milk source, the dairy manufacturers must strengthen the control of the supply chain, but this can not prevent the emergence of the situation of too much gruel, for this reason, the dairy manufacturers are trying to develop their own milk base construction, but at this stage are not very mature, which is also bound to affect the quality of dairy products.

②The limitation of the storage time of dairy products. Dairy products related to people's health, and the shelf life is too short so that dairy products lose nutritional value, and with the expansion of the market, the storage and transportation time to lengthen the storage time of dairy products is a test.

3 industry technology limitations. People are not limited to dairy products are now drinking milked on the primitive behavior, and the technical content of dairy products has also put forward higher requirements, a single workshop without the technical content of the dairy products factory has no advantage to speak of.

(5) cultural atmosphere

Dairy products have become more and more people's daily consumer goods, and the future of dairy products people are generally seeking "fresh" and "healthy", and this culture is manifested in the following way: let fresh! The culture is expressed in the following way: let the freshness be visible, let the freshness be more fresh, let the health be more healthy, let the nutrition be more nutritious, and let the users experience it.

Two. Consumer analysis

1) existing consumer fashion

Dairy products have now become a national product commonly consumed, but people of different ages have different choices. Children drink more milk drinks and other sweet-tasting new products, teenagers drink more yogurt, which is mainly because yogurt can promote diet. While young and middle-aged people drink more plain milk and some yogurt, the elderly mainly drink plain milk.

Consumer Income and Milk Purchase

Consumer income of dairy products, that is, there are high-income earners also have low and middle-income earners, drink a large number of people, the composition of the complex form of a single motivation for purchasing: mainly for the sake of nutrition, but the amount of consumption of middle- and high-income earners, regardless of whether the amount of daily use or in the cumulative amount is significantly greater than that of the low-income earners.

(2) student groups and some office workers

Student groups and some office workers have become the main force in the consumption of dairy products, dairy products contain nutrients and easy to consume the characteristics of the student groups and some office workers to choose the standard.

Three. Product analysis

1) features

"Yikang" series of dairy products highlight the nutritional, health features, and unique innovation into the health role, so that the new products and other new products have obvious differences. The products have high technical content and are also suitable for the majority of consumers to drink dairy products, in the packaging of Tetra Pak seven-layer new packaging and have a longer shelf life of the product.

①Specific features and product support points

Yikang dairy products through the GMP and AACCP product quality certification, its products contain a variety of nutrients and health ingredients, the main components and values are as follows:

Milk fat: can provide calories, cell nutrient synthesis of good raw materials;

Milk protein: contains all the necessary amino acids to provide energy;

Milk protein: contains all the essential amino acids. Provide energy;

Lactose: galactose can provide the generation of cerebrosides and mucopolysaccharides, which is very important for the intellectual development of children and adolescents, and can promote the growth of beneficial bacteria in the human intestinal tract, inhibit abnormal fermentation in the intestinal tract, prevent poisoning, and can promote the absorption of calcium;

PPL: Improve memory and immunity, and prevent the cerebral nerve failure.

②The main support points of the product:

Contains high-tech achievements of the PPL, so that the product has a unique health care effect, so that the nutrition and health care of one and the same;

High protein content, each 100 grams of dairy products contain 3.3-3.6 grams of protein, 13.8% --- 24% higher than the national standard;

Using Tetra Pak's new seven-layer packaging, it greatly increases the shelf-life storage period of the product.

(3) Competitors' Product Characteristics

Yili and Mengniu are the top two dairy companies in China, and the main competitors of Yikang Dairy Products. Taking an overview of the two major dairy enterprises, their product lines are complete and rich, and their products include liquid milk powder yogurt and raw milk, with a wide range of market positioning and a complex consumer population. The two major dairy companies have good product quality and characteristics, such as Yili high-calcium milk, "Tetra Pak" form of milk, Mengniu's superb pure milk "Milk Duke 6 Special Milk" and "Mengniu Terensu".

(4) Product Positioning

"Yikang" series of dairy products is committed to creating China's first health care milk combination, so that the product has a nutritional health care for the consumer's health escort. The product's target consumer group of the majority of school students and office workers, (prompting health effects to improve memory, prevent neurasthenia, improve immunity) to play a role in the effectiveness.

(5) Summary of product analysis

The analysis of the product so that we have a detailed understanding of the "Yikang" series of dairy products, but also where the competitive environment has a knowledge of the competition, in order to compete in the dairy products to be based on the industry, there must be a firm confidence and a good guarantee of the product. The "Yikang" series of dairy products in the competition has a unique advantage, he is the first dairy company to make the health effects and nutritional effects combined together, the difference between its products and other products is its entry into the market, the market should focus on the use of. Another should learn the advantages of competitors such as Yili, Mengniu, to discover the shortcomings of their own products, to win in the competition.

Four competitors and situation analysis

For dairy products such as daily fast moving consumer goods full of competition, the competition has reached a white-hot degree, China's dairy industry has really entered the "micro-profit era". As the leader in China's dairy market, Mengniu and Yili products include almost all categories of dairy products. And as the country's famous dairy manufacturers Sanlu, Bright is also doing everything possible to expand the market. Shandong is a large province in the east of China, with a resident population of more than 90 million, a balanced regional industrial layout and rapid economic development, which is one of the markets favored by businessmen. The main dairy manufacturers in Shandong are Jiabao in Jinan, Delight in Zibo, Yishangfang in Linyi, and other national dairy companies in sales. And Yikang as a new dairy enterprise in Weifang focus on sales in the market, the competition is very fierce, Yikang to win in the competition, must have a unique sales strategy.

Dairy manufacturers have also launched different advertising campaigns in key areas of the advertising three-dimensional publicity, such as Mengniu's "a catty of milk a day, strong Chinese", "not all the milk is called Terensu", Yili's "just like you", "just like you", "just like you", "just like you", "just like you", "just like you", "just like you", "just like you", "just like you". Yili's "just like you", "natural pasture for the soul", "I am only one cup away from my dream", and Yikang Dairy's "Drink Yikang, be healthier" for its product features. The company's advertising strategy is "Drinking Yikang, healthier".

V; advertising strategy

(I); advertising objectives

With the rapid development of the national economy, people's living standards improve, and then China's dairy products have been updated. After years of research, Shandong Weifang Yikang Dairy Co., Ltd. finally succeeded in developing China's first batch of health dairy products and vigorously promoted them to the Weifang market, and in a short period of time, to make the target consumers such as students and some office workers in Weifang increase the good sense of the advertisement to 80%, which accounted for 36% of the market share in Weifang, and in addition, to strengthen the popularity and reputation of the new products, and to set up a better corporate image for the company.

(ii); target market slightly

The main target market is Weifang local and some neighboring counties and cities, more widely promote the company's new products, so that consumers can understand and accept the health care dairy products more, to improve the brand loyalty of consumers.

(C); product status strategy

The introduction of new products to find the target customers for which it is aimed, so as to be able to understand more y whether they are interested in the product and suitable for their tastes, so that it can directly stimulate purchasing behavior and increase sales.

1; price positioning

Now with the continuous improvement of people's living standards, the average monthly income of families in Weifang area are in the 1500 - 2500 yuan or so, and the price of health care products should be positioned in a more moderate some, which is also more able to make the target customers, i.e., those low and middle-range family members to buy a large number of, and publicize the use of them! "Yikang" dairy products after the benefits, so that they think the product is good, and price 2; the need for product price positioning

With the improvement of people's living standards, people's demand for products have higher requirements, coupled with more and more competitors, the production of dairy products manufacturers are also more and more, and the price has appeared to be High and low phenomenon, now in Weifang area, most of the families for the middle and low income, but they are more and more focus on the health of this aspect, and "Yikang" dairy products are now from this aspect, and other dairy products all of a sudden cut off the line, that is, the price of the product should be from the new positioning, so as to find the right product! Market positioning, reducing the pressure of competition with other dairy products, which is the need for the price position of the product.

(D); advertising position

Now no matter what (such as television, radio, newspapers, magazines, etc.) more and more advertisements, and the amount of advertising more and more large, advertising costs have increased step by step, and "Yikang" as a medium-sized enterprises, the distribution of advertisements should have a certain position, otherwise it will be for a medium-sized enterprise. As a medium-sized enterprise, "Yikang" should have certain positioning in advertising distribution, otherwise it will bring some obstacles to the development of the company, so we should vigorously advertise outside some large and medium-sized supermarkets in Weifang area, as well as newspapers, outdoor billboards and so on, we can do some advertisements about "Yikang" health products, which reduces the cost of advertisement and expands the publicity, and also with simple and clear advertisement. This is to reduce advertising costs and expand the publicity, but also to attract more target customers with the simple and clear advertising slogan "Drink Yikang, healthier".

1; Conceptual Positioning

"Drinking Yikang, healthier" is a simple advertising slogan that makes the target customers and potential customers understand more about Yikang dairy products, and the Yikang we developed is to start with health care, and the word "health care" is mainly used to improve the memory, but it is also used to improve the memory, so that it can be used to improve the memory. The word "health" is mainly expressed in the can improve memory, prevent neurasthenia and improve immunity, from these aspects can be seen that it is more suitable for our current target group of teenagers and office workers, because they are relatively are using the brain quite a large group of people, drink the Yikang, more conducive to their health.

(E); advertising appeal strategy

Advertising appeal is centered around the theme of the advertisement, through the role of the cognitive and emotional level of the audience, prompting the audience to produce the motivation to buy, the role of the cognitive level of the rational appeal and the role of the emotional level of the emotional appeal of two of the most basic strategies.

1; rational appeal strategy

Rational appeal strategy is located in the audience's reason, through the real, accurate and fair communication of the enterprise, products, services, objective situation, so that the audience through the concept, judgment, reasoning and other thinking processes, rationally make a decision, if the purchase of dairy products after the Yikang, they will know that drinking it will make them more healthy, through the communication of a strong logical relationship between the message to strengthen the relationship between the audience and the company. By conveying a message with a strong logical relationship, it strengthens the persuasive power of Yikang and provides customers with more comprehensive information about the product, thus arousing their desire to buy more.

2; emotional appeal strategy

Located in the audience's emotional appeal, through the performance of the enterprise, products, services related to the emotional and emotional factors to convey the message of the advertisement, so as to the audience's emotions and feelings of the impact, to induce their purchase motivation.

Six advertising performance strategy

Advertising performance is mainly highlighted in the other "different" this aspect, through their own advantageous features to attract other customers' attention, prompting the purchase of motivation, and now the company's Yikang is to health care and other dairy products apart, to "health care" highlights the importance of the dairy products, and the company's Yikang is to health care. The "health care" is what distinguishes it from other dairy products!

1; to "new, strange, special" as the basis of creativity, to attract customers, causing customers to the product's desire to buy, and now the company's development of the Yikang dairy products is its novelty and show in front of the customer, with the benefit of their health for the peculiarities of the customer's purchase of the psychological creativity of the main, is to "differentiate" from the other dairy products. The company's development of Yikang dairy products is to show its novelty in front of the customers, with the benefit of their health as a strange grasp of the main customers to buy psychological creativity, is to "different" and attract the attention of customers.

2; advertising title

(1) development period

Development period is a company can quickly enter the market an important period of time, the focus is mainly prevented in order to create a brand as the main goal, as long as the brand is big to go out that is for the product to enter the market to lay a solid foundation for the smooth entry of the product, that is, we are in the period of time is the most important thing is to do a lot of advertising, so that customers can learn more about the advertisement, so that customers can learn more about the advertisement, so that customers can learn more about the advertisement. Advertising to understand more about the product, in order to cause their desire to buy, which requires a wonderful advertisement and simple and easy to understand and highlight the theme of the slogan to attract customers' eyes, so that they produce in the purchase motive. For example, the following slogan:

Drink Yikang, healthier

Buy health first, buy Yikang later

One choice, two harvests

Yikang is with you, health forever

(2) Growth period

This period is also very important for the development of the product, with the slow growth of the dairy products, its sales volume is also slowly increasing, but at the same time, competitors are also in the process of development of the product. But at the same time, the competitors are also slowly increasing, if you are not careful, it is possible to be defeated by other competitors, so we always need to raise the spirit of their own position, to find a suitable for their own position, and continue to find newer products, so that more and more, good for people's health and good products to come out. There are the following advertising slogans to choose from:

Yikang sells health

Truth spreads all over the world, nourishing millions of families

Dream of healthy life, Yikang is always one step ahead

Health originates from Yikang, and life lies in self-supporting

(3) Specific design

Through the above overview, we can summarize the characteristics of the Yikang dairy products by which the group is targeting the Yikang products. The characteristics of dairy products, mainly through print advertising design. DM free tasting. Shopping mall promotion. Radio advertisement. Road sign advertising. Newspaper ads and some other more targeted forms to release the release of new products to promote.

Six media strategy

(1) the object of media reception habits

Because we choose the consumer groups are students and office workers, students are mainly through the newspaper. Radio and other media to understand our products, and for the mobility of the office workers is mainly through the car TV. newspaper road signs and other media to understand our products, in general, to short-term media and long-term media to combine in order to have a better communication effect.

(2) media mix strategy

Our company's choice of media and media investment allocation can be summarized in the form of dots, lines and surfaces. Face is the use of newspapers . Radio to carry out publicity throughout Weifang, the point is the use of car TV, shopping mall promotions. Street sign advertising. DM free tasting and so on to specific publicity and sales of our products, while also taking into account the economic development of Weifang and the people's living habits.

(3)Media selection strategy

Considering the fact that Yikang dairy products are just listed products and our investment in advertising, and then our target market is mainly oriented to Weifang and the surrounding areas, in combination with the actual we only chose the newspapers. Radio. Car TV and other key publicity. In the focus of publicity on the basis of outward publicity, such as holding a press conference is mainly to improve the visibility of the enterprise. I believe that under such a strategy, our product sales will have great progress.

Seven advertising program

Advertising time release

Will be the end of the year, many people will be in the Spring Festival to purchase goods, especially gifts, at this time, a variety of sources are also in short supply at the time, if the release of the advertisement at this time, there will be big gains. Development period before the Spring Festival, should be personalized to win the hearts of the people. In the modern fierce competition in the market to achieve proud results, must be for the sake of consumers. And as a new product with differentiated features and for the sake of the customer's thoughts will certainly achieve good results.

Eight public relations marketing strategy

(a) purpose

In order to improve the efficiency of the enterprise, to serve the public, contribute to society, give back to the consumer, establish a good corporate image, and at the same time to improve the enterprise's visibility and reputation.

(2) Activity Planning

(1) Hold a press conference on "Drink milk once, donate a penny", this activity is mainly for the whole society, the company promises to the society to take out a penny for every bag of milk sold to set up a fund to help the disabled. And invite "Weifang Daily" "Qilu Evening News" and other media to do special reports, to improve the public welfare image of Yikang dairy products, so that the public realize that Yikang dairy products not only pay attention to people's health as their own responsibility, but also care about the social amblyopia crowd, in Weifang and even most of the areas of Shandong to pay attention to Yikang.

(2) Yikang Dairy products in the radio and television station to organize a prize knowledge quiz, put forward some health issues, so that people correctly understand the relationship between health and nutrition. Through this activity, Yikang dairy products into the health of thousands of households in the topic of health, to improve the popularity of the product, so that people pay more attention to health, care for health.

(3) Free milk activities were held in some schools in Weifang to let students experience the benefits of Yikang dairy products, and also let parents know about Yikang dairy products through the publicity of students, and through this activity to improve the image of Yikang dairy products in the minds of students and their parents, and to increase the reputation of the product.

(4) Yikang dairy products should actively participate in the sponsorship of some of the large-scale activities in Weifang, with these sponsorships as an opportunity to improve the brand image of Yikang dairy products, enhance market confidence, consolidate customer loyalty. For example, the cultural activities held by the major universities in Weifang make people understand Yikang dairy products and drink Yikang dairy products. And the concept of healthy nutrition and rationality of Yikang is rooted in the hearts of students to cultivate their loyalty and lay the foundation for future sales.

9. Advertising strategy budget

(a) advertising planning costs: 200,000

1. market research costs: 100,000

2. data collection costs: 100,000

(b) advertising ideas

1. print ads design: 200,000

2. newspaper ads: 600,000

3. roadside ads: 300,000

4. roadside ads: 300,000

4. DM Free Tasting:200,000

5. Radio Advertisement:600,000

6. Car TV: 200,000

7. Mall Promotion:500,000

8. Others:300,000

(c) Text Fee of Advertisement Planner: 100,000

(d) Total 3.2 Million

X. Advertising effect budget assessment

(a) assessment of the advertising effect

1. advertising body prediction

Now the market sales of various brands of dairy products, most of which are nutritional, digestive, and our company's newly launched Yikang series of dairy products, mainly aimed at nutritional health care strategy, the advertisement for "drink Yikang, more healthy". The main reason is that most of the families in Weifang are gradually increasing their income, so health has become the most concerned issue for the public. Our products to the market, I believe that will cause a great response, will soon occupy a large market share, the competition is relatively small, will be in the near future has been in the hot sales, become a leader in the dairy industry.

2. Test of advertising ideas

Excellent advertising ideas in addition to seize the "new". Strange". Special" in addition to these three characteristics, but also clever use of artistic means to highlight the theme of the ad, "Drink Yikang, more healthy" this advertising slogan conveys the nutritional health care characteristics of our products, the advertising slogan is simple. The slogan is simple, clear and easy to be accepted. At the same time, health is the key of the slogan, which puts forward and solves the most concerned problems of the people. Specifically, our products contain ingredients PPL can improve memory. Improve immunity, prevent neurasthenia and so on.

3. The test of advertisement copy

The test of advertisement copy is mainly the evaluation of the language and text that responds to the theme and creativity of the advertisement, which can be tested by experimental testing or prediction in a simulated environment, and the latter is more practical in general, so we adopt the latter, and specific to the use of printed advertisements to test the test of advertisement copy.

4. Test of advertising works

The test of advertising works is in fact the test of advertising creativity, through the test to reflect the strengths and weaknesses of advertising works, for our company's main market in Weifang, the scope is relatively small, you can do a practical survey in advance to solicit consumer suggestions, according to the results of the survey to test the strengths and weaknesses of the works.

(II}Monitoring of advertising effects

1. Monitoring of media release

Mainly to monitor and record the release of media advertising, for our company's situation is mainly on the radio media, car TV in a certain period of time whether or not to release the company's advertising. This is related to the company's products to reach the target consumers, so it is necessary to strengthen the monitoring.

2. Measurement of Effectiveness

The effectiveness of the advertisement can be measured either by sales or by questionnaire. We decided to use a questionnaire. Because the questionnaire form can provide standardized data collection procedures, applicable to a variety of scopes and objects of market research, it is easy to understand, easy to implement, conducive to statistical processing and analysis of the data, saving time, high survey efficiency.

XI. Implementation strategy

1. Introduction time

The best introduction period should be selected in the first two months of the Spring Festival, New Year's gift-giving is a Chinese tradition, but also the main way of communication between people, as long as the increase in the mall posters in the advertisement and publicity efforts, the product's brand awareness will be quickly enhanced.

2. Implementation steps

(1) the implementation of the preparatory work, through market analysis and market research on the dairy market to do market forecasts, consumer demand and purchase to make an in-depth investigation, only to understand what the consumer needs, we can correctly meet the needs of their needs, thus laying the foundation of invincible in the same industry. Also need to analyze the product and competitors, to know oneself and know the enemy, not dangerous. Correctly do a market positioning of Yikang, to improve sales to lay the foundation.

(2) after a complete understanding of consumers and competitors, we have to do is advertising strategy, according to the advertising objectives and advertising positioning to develop advertising plans, choose the right media strategy is an important part of advertising, advertising in the focus on public relations marketing, such as press conferences and social welfare activities. Holding a "drink a bag of milk, donate a penny" activities, can establish a good corporate image in the minds of the public, to enhance awareness.

The first thing to do is to make consumers feel good about the enterprise, consumers will pay attention to your products, will be willing to buy your products, that is, through a series of public welfare activities to make Yikang Dairy products in the minds of consumers to leave a good first impression, and at the same time, to increase the shopping malls publicity and promotions to improve product sales.

(3) Finally, we should do a market survey on the advertising plan, the whole plan to achieve the actual effect and the expected effect of comparative analysis, in the form of questionnaires to investigate the effect of this plan, through the person in charge of the shopping malls and promotional staff and most of the consumer questionnaire survey to further analyze the Yikang dairy products have been in the minds of consumers in the positioning of the enterprise's further development to lay a solid foundation for the development of the company, and the development of the enterprise's further development. To lay a solid foundation for the further development of the enterprise, so that the enterprise benefits.

3. Summarize

Through our comprehensive analysis of the market and in-depth understanding of the market, Yikang Dairy products have been correctly positioned in the market, to find the media publicity strategy for the promotion of the product to lay the foundation for the belief that through these activities, Yikang Dairy products will be a great success, in the future, to gain an advantage in the competition in the market.