孔府家中国市场战略启动会PPT课件

1、BJKongfujia(logo)Sinotrust1CBJHu801 All team members should preview case proposal and the pack before meeting Participation and contribution to meeting discussion are valuable It is team leaders responsibility to fill blank spaces of slides Kickoff meeting material is formed based on my assumptions

2、and experience, open to any challenge and modification Any pre-kickoff case team meeting participants should have a hard copy of this pack when attending Due to time pressure, this pack is in English, please feel free to ask if any question. Sorry for any inconvinence It must be in Chinese for clien

3、t meetingChina Marketing StrategyPre- Kickoff Case Team Meeting: Notice BJKongfujia(logo)Sinotrust2CBJHu801 Introduction of team member 1:00-:10PMName, Background, ExperienceJoining time Discussion of Team Members Responsibility 1:10-:15PM Overview of Kick-Off Meeting Materials 1:15-:30PM Discussion

4、 1:30-:40PMany questions about the materialsany to add to the materialsvolunteer to interpret the material to ChineseChina Marketing StrategyAgenda: Pre-Kickoff Case Team Meeting BJKongfujia(logo)Sinotrust3CBJHu801Hu ShaominNameResponsibility of Team MemberResponsibilityCommunication with client sen

5、ior managerOverall case work-planningQuality controlMonitor case progressInvolve case when necessaryAssist team member in overcoming hurdlesReview and feedback of performance to team memberResource allocationChina Marketing StrategySheng YixiangOrganizing case processUpdate case progress to Hu Shaom

6、inCoaching team memberReal time workplanningDesign interview questionnairePrepare blink SlidesInterview client and write interview notesPrepare presentationTeam member + WangleReview and understand case proposaltask/activity workplanning(wanglei)update progress(wanglei)share ideas with team membersi

7、nterview client/distributors/competitorsPrepare interview notesdata collection-lit research/association/government(wanglei)production of slides4CBJHu801China Marketing Strategy: Kick-Off MeetingAprilXXX,2000Kongfujia(logo)Sinotrust ConsultingBJKongfujia(logo)Sinotrust5CBJHu801 Case introductionBackg

8、round and workingplandeliverablesApproach and methodology Scopingcities, product, competitorData collectioncontactChina Marketing StrategyAgendaBJKongfujia(logo)Sinotrust6CBJHu801Kongfujia has been a small regional alcoholic drink manufacturer of poor salesIts sales has been stableBackgroundSituatio

9、nIts sales growth is not cathing up market growthStrong competition forces its share to declineIt is shaken out of its traditional market, Beijing and Shandong ComplicationHow can Kongfujia turn around its sales?QuestionHypothesis Kongfujia can regain its share by improving coverage and throughputta

10、rget the most attractive regional markettarget the most attractive consumer segmentationincorporate appropriate distribution channel(distributors/retailer)distribution policymanage sales team efficientlymanage market budget effectively China Marketing StrategyBJKongfujia(logo)Sinotrust7CBJHu801Overa

11、ll Workplan PilotKey meetingMarket OverviewMarketing and Sales force Management/DistributionImplementation planning MayXX-XXAprilXX-XXJulyXX-XXIntrim MeetingFinal MeetingChina Marketing StrategyKickoff MeetingTop Intrim MeetingAprilXX-XXBJKongfujia(logo)Sinotrust8CBJHu801Sinotrust Team MemberZhaomin

12、Hu Shaomim(20%)Li FuheSheng Yixiang(100%)Sinotrust market research business unitGeneral MangerDeputy General MangerTeam LeaderConsultantChina Marketing StrategySheng Haoyun(100%)Meng Nan(100%)Zhang Shiwei(50%?)Wangle(25%)Gou Hui(100%)BJKongfujia(logo)Sinotrust9CBJHu801Hu ShaominRelevant case experie

13、nceProfile of Sinotrust Team MemberBackgroundBeerMilk products Air conditioner Cellular phoneManagement consultant, Bain & CmpanyProject Manager, CITIC MBA, UIBE; BS Qinghua Univ.Hu ShaominBeermilk products air conditioner cellular phoneManagement consultant, Bain & CmpanyProject Manager, CITIC MBA,

14、 UIBE; BS Qinghua Univ.China Marketing StrategyNameBJKongfujia(logo)Sinotrust10CBJHu801Critical issues China Marketing Strategy Is China alcoholic drink market growing slowly or shrinking?Are consumers switching to subsititute products(beer, wine, softdrink?Is population of alcoholic consumers shrin

15、king?Is China alcoholic market national or regional? Who are strong competitors and market leaders?Sales, Market share, Dominant market by geography/segmentation?what are their competitive advantages: marketing, sales force, dealer program? What are their success factors? What can we learn from them

16、? Who are the most attractive consumers?What is the segmentation like(by region/city/demographics)? Which segments are target market? Client company and product positioningconsumer purchasing criteriavalue proposition: product, service and delivery What is the appropriate channel?What kinds of outle

17、ts dominate the market?Which distributors cover those outlet well ?BJKongfujia(logo)Sinotrust11CBJHu801 Detailed Workplan (Example)Week 11 Week 4Pauline Alice Week 9Cathy AMarket overview:Market characteristicsCompetitor positioningBCompetitor analysisResultsMarket sharePricingProfitabilityCustomer

18、analysisPurchasing criteriaSynthesis of findingsCJasonWeek 6Final DeadlineTeam Member ResponsibleDetailed Activities1 23 45678910WeeksDChina Marketing StrategyBJKongfujia(logo)Sinotrust12CBJHu801Detailed ApproachMarket OverviewMarketing and Sales ManagementImplementation PlanningChina Marketing Stra

19、tegyPilot Consulting Design interview questionnaire and prepare all interview notes Interview top manager to understand their concerns to understand potential solutions to issues to be authorized to communicate with other managers and staff Interview senior managers to understand China alcoholic mar

20、ket dynamics: size, growth, impact of other industries to identify key competitors: sales, productions, capacity, product line, history, employee, share, dominant market, SKU. their competitive strength and weakness force to understand their success factors to understand Luzhou Laojiao marketing and

21、 sales force management to ensure and obtain the any other information of Luzhou Laojiao and competitors Interview sales force to understand market dynamics and competitors to understand distribution channel to understand logistics to understand marketing and sales force management and sales view of

22、 management systemsIdentify critical issues and probe alternative solutionsBJKongfujia(logo)Sinotrust13CBJHu801 DeliverablesChina Marketing StrategyMarket OverviewMarketing and Sales ManagementImplementation PlanningPilot Consulting China market, growth and forecast Drivers of market evolution Profi

23、le of competitors Competitors position Success factors Client current marketing and sales management system and issues mix of media of advertisement effectiveness of advertisement media relationship between sales and ad expense promotions-Pos, activities, coupon, etc. publication quota and incentives systems performance and reward systems distributor mana