美之源市场营销策略.doc

Contents1. Executive Summary12. Company Description23. Strategic Focus and Plan23.1 Mission/vision33.2 Goal33.3 Core Competence and Sustainable Competitive Advantage34. Situation Analysis54.1 SWOT analysis54.2 Indusry analysis64.3 Competitive analysis64.4 Customer analysis75. Marketing Strategy85.1 Marketing and product objectives85.2 Market segmentation105.3 Target marketing105.4 Positioning116. Marketing Mix137. Conclusion13The Marketing Strategy of Minute Maid1. Executive SummaryWithin four months, two new Minute Maid repeating, This is a stones throw three birds, Minute Maid will not only promote sales, increase its brand influence, but also to prove to the outside world, without the Huiyuan, Minute Maid brand influence and marketing approaches could also support the Coca-Cola in Chinas fruit juice - at least in low concentrations juice business.Minute Maid recent quietly launched new C tablets lemon, the product although no large-scale promotions, there is no avalanche of publicity, but has gradually stand on the major shopping malls, supermarkets, a conspicuous position the counter. Minute Maid surface of the fat new low profile but well prepared.May 19, 2009, Minute Maid started the How do you love to enjoy Minute Maid Orange Juice theme activities, also on this day, the United States for its new Minute Maid, Shuang Grape Starting a grand release of the ceremony. The Maid-fat although not before the new tight, but the industry pointed out that the hair is also the excuse is new themed events. It is understood that the activities of the topic starting from May until October, but the timing of store promotions until the end of the year.2. Company DescriptionMinute Maid is a is a product line of beverages,usually associated with lemonade or orange juice, but now extends to soft drinks of many kinds, including Hi-C.Minute Maid was the first company to market orange juice concentrate, allowing it to be distributed throughout the United States and served year-round. The Minute Maid company is now owned by The Coca-Cola Company, and is the worlds largest marketer of fruit juices and drinks. The firm opened its headquarters at 2150 Town Square Place in Sugar Land Town Square in Sugar Land, Texas, United States on February 16, 2009; previously it was headquartered at 2000 St. James Place, located near The Galleria in Houston.The Coca-Cola Company is the worlds largest beverage company, largest manufacturer, distributor and marketer of non-alcoholic beverage concentrates and syrups in the world and is one of the largest corporations in the United States. The company is best known for its flagship product Coca-Cola, invented by pharmacist John Stith Pemberton in 1886.The Coca-Cola Company is headquartered in Atlanta, Georgia. Its stock is listed on the NYSE and is part of DJIA and S&P 500. Its current chairman and CEO is Muhtar Kent.3. Strategic Focus and Plan3.1 Mission/visionMission:They will reinvigorate growth for their company, and They will inspire their people. Likewise, Their strategy is simple: We will accomplish their goals by building a portfolio of branded beverages, anchored in the icon, Coca-Cola, and by enabling superior market execution globally and locally - aligning and leveraging the power of our global network. Their mission declares our purpose as a company.It serves as the standard against which they weigh their action and decisions.It is the foundation of our manifesto.l To refresh the world in body,mind and spirit.l To imspire moments of potimism through our brands and our actions.l To create value and make a difference everywhere they engage.Vision:Their vision guides every aspect of business by describing what they need to accomplish in order to continue achieving sustainable growth.l People:Being a great place to work where people are inspired to be the best they can be.l Portfolio:Bring to the world a portfolio of quality beverage brands that anticapate and satisfy peoples drsires and needs.l Partners:Nurturing a winning network of customers and suppliers,together we create mutual,enduring value.l Planet:Being a respomsible citizen that makes a difference by helping build and support sustainable communities.l Profit:Maximizing long-term return to shareowners while being mindful of our overall responsibilties.3.2 GoalUse of the existing brand to develop new products.3.3 Core Competence and Sustainable Competitive AdvantageCore competence is to give enterprises competitive advantages of different technical systems, organizational management system of organic integration. Brand is the core competitiveness of the synthesizer is the difference between the market enterprises on the most important sign, but also consumers money to vote weathervane. Brand is a kind of intangible assets of enterprises, the enterprise has an important meaning: help enterprises and their products to distinguish competing products, helping the product sales and occupation of the market, will help develop the brand consumers loyalty, will help develop new products, saving the cost of new products into the market. Brand strategy is the enterprises to enhance their brand influence tactics and strategies. Brand influence is to develop the brand in the marketplace, and the ability to profit. Evaluation of the influence of the basic indicators of the brand, including brand awareness, brand awareness, brand reputation, brand preference degrees, brand share, brand satisfaction, brand loyalty, etc., where the core indicators of brand loyalty. Brand equivalent to clients, has meant that the clients have a brand, to meet customer demand and maintain customer relationships is a measure of the ability to brand an important indicator of competitiveness. Reflecting the overall strength of corporate brand, Coca-Cola is a world-class brand, Coca-Cola Company is a world-class enterprise. Brand as the companys core competitiveness, an important part of the system, and corporate culture, core technology, human resources, competitiveness, are inseparable. Well-known brands in the world, without exception, involves both a rich and unique corporate culture. From the core technology to build the core products, are often the backbone of the brand product. Brand and corporate competitiveness in harmony, is a special competitive edge, that is, the brands core competitiveness. The implementation of brand strategy, brand start-ups generally have to go through, brand maintenance and brand sublimation of the three-phase, so that brand deep to stay in the minds of consumers. Coca-Cola is a shining example of the implementation of brand strategy.Coca-Cola (Coca-Cola) is the worlds largest multinational soft drink manufacturer sold its products in more than 200 countries and regions, can be said that every corner of the world to see trace of Coca-Cola. Coca-Cola Company is headquartered in Atlanta, Georgia. Headquarters, together with its employees in branch offices around the world, a total of three thousand people, 70% of the companys production and 80% of the profits came from outside the United States. Coca-Cola Company brand strategy and continuously enhance the core competitiveness of enterprises so that the Coca Cola into peoples memories Qinru the human mind, the stimulation from peoples emotions, has created a well-known global brand and a world-class enterprise. World Brand Lab (WBL) the preparation of the Worlds 100 most influential brands, Coca-Cola ranks top of the charts. Coca-Cola is truly a best in the world brand.4. Situation Analysis4.1 SWOT analysisStrengths1. Brand strength2. Effective stride in new markets3. Results of operations4. Strong existing distribution channels5.Coca-Cola Companys operations and standardize processesWeakness1. Reliant upon line extension2. Reliant upon particular carbonated drinks3. Brand dilution4.Entrance into difficult non-core categories 5.Saturation of carbonated soft drink segmentOpportunity1. New product introductions2.Brand is attractive to global partners.Threats1. Strong competition2.Global financial Crisis4.2 Indusry analysisThe 20th century, the late 80s, Chinas beverage industry, it can be said that is just born, it is still not the industry size and brand concept. For the ordinary people at that time, the drink concept is a canteen inside the soft drinks. A place in every food factory, producing soft drinks were once the project is essential, so when 90% of the beverage products are soft drinks.Chinas beverage industry is the development since reform and opening up new industry in the development of Chinas consumer hot spots and a new growth point. 20 years, the beverage industry continues to develop and mature, and gradually changes the size of a small,single product structure, competitive situation of disorder and beverage companies continuously improve the size and degree of intensification, the product structure is becoming more reasonable, and gradually formed the following five major Features:industry is developing rapidly and has great potential;product categories tend to diversity;enterprise scaled;consumer demands and industry competition are increasing.Judging from the current market, the carbonated beverage market competition, Coca-Cola, Pepsi-Cola is still the market leader. Drink pure water was strong, the market leading brands Wahaha, Lok Pepsi, NongFu Spring are still spring water monopoly market, accounting for nearly 1 / 3 of a huge beverage market share. Pure tea beverage market have sprung up everywhere, Tongyi and Kang Shifu is the leading brand. Whole milk, dry beverage market matures, its leading brands, including Yili, Mengniu and so on. The Wahaha in the consolidation of its fruit market on the basis of milk, but also market whole milk, dry full-scale assault. Clear fruit juice market transformation, the traditional three-piece cans packaged fruit juice market continues to shrink, to Huiyuan, the Rong represented by the paper packaging bag beverage market share of large rapidly expanding, and will gradually develop into fruit juice market in the main body. 4.3 Competitive analysisCoca-Cola was discovered as a result of an accident. In 1886 a pharmacist named John Pemberton cooked up medicinal syrup. When he was done, he figured he had created a fine tonic for people who were tired, nervous, or plagued with sore teeth. He and his assistant mixed it with ice water, sipped it, and proclaimed it tasty. They wanted some more, and the assistant accidentally used carbonated water to mix the second batch. Instead of medicine, these men had created a fizzy beverage - one that is now consumed around the world. Today people guzzle 1 billion drinks a day from the Coca-Cola Company. But this new beverage was not an instant success. In the first year, Pemberton spent $73.96 promoting his new product but managed to sell only $50 worth.The Coca-Cola Company is now the largest soft drink company in the world. Every year 800,000,000 servings of just Coca-Cola are sold in the United States alone. The company takes pride in being a worldwide business that is always local. Bottling plants with some exceptions are locally owned and operated by independent business people who are native to the nations in which they are located. The company manufactures, distributes and markets non-alcoholic beverage concentrates and syrups, including fountain syrups. The product includes primarily carbonated soft drinks, a variety of non-carbonated beverages, juices and juice drinks, and certain water products, such as Dasani. The company supplies the concentrates and beverage bases used to make the products and it provides management assistance to help its bottlers ensure the profitable growth of their business. Coca-Cola competes in the nonalcoholic beverages segment of the commercial beverages industry. Based on available data and a variety of industry sources, the estimate is that in 2004, worldwide sales of Company products comprised approximately 10 percent of total worldwide sales of.4.4 Customer analysisAnalysis of the Chinese public beverage consumption habitsAccording to China Beverage Industry Association in 2006, a survey showed that Chinese consumers drink beverage most frequently.The most popular carbonated drinks, in the 6351 respondents, there are 1713 most frequently drinks are carbonated beverages, accounting for 27%; followed by the natural mineral water, there are 1470 respondents most frequently drink, accounting for 23.1%; juice beverages are followed since, the most frequently consumed in 1252 people, about 20%. In addition, the most frequently consumed tea classes and dairy drinks are more people, accounting for 12.5% and 6.2%. Sports drinks, coffee and soy which are often consumed in others relatively small.5. Marketing Strategy5.1 Marketing and product objectivesMarketing objectives New brand I am going to introduce a new coffee drink for Coca Cola. The product will have a section at that when activated heats ups the drink. Profitable diversification and expansion of our range of products while advancing our core brands () This marketing objective ensures that the company is able to stay in control of the beverage market and pressurise its competitors. The second part of the objective ensures that the company keeps on marketing its main brands such as Coca Cola. This is so that customers develop loyalty to the company because their favourite brand is always available. If they Coca coal decided to stop making one of their core brands than this would make many customers dissatisfied with the company and they may not buy any products from coca cola. The first part of the objective is that coca cola should always be developing new productsAt present tea drinks has become Chinas second-largest beverage consumers, and in the high growth momentum, while China has thousands of years of tea culture, and consumers generally intuitive feeling is: tea drink is a natural, healthy drinks, and can lose weight , refreshing. Thus, possible trends in the development of tea drinks are: carbonated beverages to replace the tea market in Chinas largest drinks. In other words, ice tea, Oolong tea, which may replace the Coke has become synonymous with drinks, tea drinks will squeeze a large part of the carbonated beverage market. Undoubtedly, this market change will be soft drinks manufacturers to produce huge challenge, but bear the brunt of the carbonated beverage market is currently the biggest beneficiary of Coca-Cola.Thus, how to maintain Coca-Cola in Chinas beverage market leader of a position to make Coca-Cola Company has become a headache of a problem. Clearly, the promotion of short-term results are obvious but you can not defuse the crisis from the fundamental solution of Coca-Cola marketing tools do not meet the urgent needs. At this point view, the price war seems to be a strategy of Coca-Cola can be taken. Price war in China, home appliances and other consumer products on the market-tested a highly lethal weapons. It can be predicted, with a large Coca-Colas distribution network and has established a strong brand image, price cuts in the short term can actually expand sales, sniper attacks tea brand to curb the rapid expansion of tea beverage market momentum. However, on the other hand, the price will break the balance between the price of the original system, triggering tea brand, competing price cuts, in particular, will provoke the other, led by Pepsi brand carbonated beverages a strong counterattack, so competition will reduce the brands counterattack Coca-Cola price cuts attack strength, and reduce the profitability of Coca-Cola Company; Again, from a consumer behavior perspective, the price reduction activities would increase consumer price sensitivity, lower consumer brand loyalty, which will greatly damage to Coca-Cola as a world-class strong brand image. In summary we can see that in terms of lower prices for Coca-Cola is also a pyrrhic strategy.As with the tea beverage brands have been confronted many problems, the Coca-Cola naturally thought of the side of the offensive: Thirty-Six Stratagems of Ancient China Weiweijiuzhao. After some careful consideration, Coca-Cola Company has established the following New Competitive Strategy: With the introduction of similar siege of the other tea brands tea brand, increase consumer choice of tea beverage brands in mind the number of diverted part of the consumer mind share, weakening the competitive brands influence the minds of consumers and ultimately to protect the core brand Coca-Cola purposes. This strategy has the following two advantages: First, the introduction of new tea products in the fast-growing tea market, a share, to a certain extent, increase the companys profit margin; the second is without prejudice to the established core brand Coca-Cola marketing strategy and brand image under the premise of other tea brands sniper attacks, inhibit the rapid expansion of tea beverage market to ensure that soft drinks carbonated drinks is always the mainstream market.5.2 Market segmentationMinute Maid,the brand assumes significance in the plans of Coke because of the scare it hadin the pesticide issue.By launching Minute Maid,Coke is moving towards health drinks. 5.3 Target marketingActually I think is not the product, In my opinion is the way they present it. There are more kids and young adults drinking coca cola than anybody alse, so they need to target more that audience, but they cant forget that algo aldults and old generation also likes it, so they need to pay atention to them.Also it will be nice to see different shapes of cans and bottles and other col