1. Mengniu Dairy Caters to local tastes and hikes sales
Business challenge
Regional tastes across China vary, so products popular in one area may have a lukewarm reception in another. How could Mengniu Dairy fine-tune its marketing to whet appetites nationwide?
Transformation
Consumers in China have a growing appetite for dairy products. With its sights set on growth, Mengniu Dairy wanted to serve these customers better, by tailoring its offerings to suit local tastes. By empowering regional offices with deep insight into data from SAP® Business Warehouse, Mengniu is ramping up sales and satisfying a hungry marketplace.
“IBM offers bags of experience and significant resources in China, and can demonstrate a proven track record of successful SAP implementations.”
—Xiaoqin Zhao, Chief Marketing and Information Officer, Mengniu Dairy
Xiaoqin Zhao, Chief Marketing and Information Officer, Mengniu Dairy
Business benefits:
Lifts
sales and profits, putting the company on track to hit its bold growth targets
Up to 77% less time required for reporting
Up to 30% shaved off time to access third-party market data
Mengniu Dairy
Caters to local tastes and hikes sales
Solution components:
SAP® Analysis for Microsoft Office
SAP Business Warehouse powered by SAP HANA®
SAP ERP
IBM® Services
China’s leading supplier of dairy products, Mengniu Dairy has been listed in the Rabobank Global Diary Top-20 for seven years running, and in 2016 it was listed as the tenth largest dairy enterprise in the world. The company employs more than 40,000 people and operates 33 production centers and 56 factories, generating annual revenues of more than RMB 50 billion (USD 7.57 billion).
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Client Name
Mengniu Dairy
Company Background
China’s leading supplier of dairy products, Mengniu Dairy has been listed in the Rabobank Global Diary Top-20 for seven years running, and in 2016 it was listed as the tenth largest dairy enterprise in the world. The company employs more than 40,000 people and operates 33 production centers and 56 factories, generating annual revenues of more than RMB 50 billion (USD 7.57 billion).
Business challenge
Regional tastes across China vary, so products popular in one area may have a lukewarm reception in another. How could Mengniu Dairy fine-tune its marketing to whet appetites nationwide?
The benefit
Consumers enjoy more of the products they love, while Mengniu Dairy gains a higher return on its marketing investments, putting the company on track to hit its ambitious growth targets.
Pull Quote
“IBM offers bags of experience and significant resources in China, and can demonstrate a proven track record of successful SAP implementations.”
—Xiaoqin Zhao, Chief Marketing and Information Officer, Mengniu Dairy
Solution components
SAP® Analysis for Microsoft Office
SAP Business Warehouse powered by SAP HANA®
SAP ERP
IBM® Services
Case study Link
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