Dumex milk powder burden reduction plan

黄丰哲, 邓已攀, 陈章墚

Dumex, a milk powder brand that entered the Chinese market in 1992, is not well-known in China. It is hoped that this communication will help ordinary mothers reduce the burden of milk powder and strengthen Dumex’s market share and reputation in China.

Case details

Brand: Dumex

Brand owner: Dumex/Dumex

Main agency: Mengtong Communication/MT

Main agency holding group: Mengtong Communication/MT

Market launch: Mainland China

Industry: Maternal and Infant Industry

Media Channels: Influencers (Key Opinion Leaders), Websites/Microsites, Social Media, E-commerce Platforms

Budget: 50-1 million

Case Summary

Most domestic and foreign infant milk powder brands are on the high-end line, and they are talking to middle- and high-income elite mothers. At the same time, the price of milk powder is getting higher and higher, and the price of milk powder in China is twice the average...

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