San Lu is coming back!
Four years ago, a scandal from dairy industry stirred the whole China. And the main actor in that case is San Lu, who was a leading milk powder maker in China. The effect of the case is so destructive that the reputation of Chinese dairy industry is never repaired since then. And the brand “San Lu” has been sold out at that time.
Now, the company who purchased “San Lu” brand four years ago decided to come back to the market with the organic cereal product instead of dairy product. As introduced by their marketing manager, the new “San Lu” targets on the high-end market. In fact, organic food product itself belongs to high end food market in China. Organic food consumers would like to pay more for food with more nutrition and credibility.
The real obstacle in front of them is how to build trust of the brand “San Lu” which costs them 7.3 million RMB to purchase. On one side, the massive attention “San Lu” caught 4 years ago will still benefit the increase of the brand awareness; on the other side, the terrible recoginition from the consumers will undermine their effort to build a reliable brand image.
We will follow their marketing execution to see if their marketing team is able to make a perfect brand from a big mass.