xx饮品市场计划

2002年市场方案2002MarketingPlan天马行空官方博客：://；；QQ群：1755696321.2001Review1.1.Economic&DemographicOverview1.2MarketShare(TJ/SJZ)1.3FlavorShare(TJ/SJZ)1.4PackageShare(TJ/SJZ)1.5ValueChainAnalysis2.2002BAP2.1SWOT2.2MarketingStrategies2.32002Objectives2.4BrandBuild&ConsumerPromotion2.5MediaStrategy2.6SpecialProjectsCNY/MAY/October2.7NewProducts2.8FightagainstPCI2.9SummaryofDME提纲OutlineHebeiInnerMongoliaXinjiangTibetTianjin天津装瓶厂销售区域FranchisedterritoryofTJCC1.1人口统计数据DemographicData人口〔50万人〕Population(0.5Million)人均消费量CSDconsumptionpercapita〔UCsPerCapitaPerYear〕BDLFQHDHDTJTSSJZABC成熟市场DevelopedMarket:TJ,SJZ开展中市场DevelopingMarket:LF,BD,TSandHD新兴市场EmergingMarket:InnerMongolia,XinjiangandTibet旅游城市ResortMarket:QHD按照城市人均消费量和人口规模确定市场等级AccordingtoCSDconsumptionpercapitalandpopulationsize天津装瓶厂市场细分SegmentationUrumuchiHHHTBaotouD1.02.03.0价值链-与百事可乐比较，零售商销售可口可乐利润率较低1.5ValueChain-RetailersmakelessprofitoperatingCoca- ColacomparedwithPepsi.天津、石家庄各公司市场占有率1.2TJ/SJZMarketShareofKeyCSDPlayers天津、石家庄各包装占有率1.4TJ/SJZPackageShare天津、石家庄各品牌占有率1.3TJ/SJZFlavorShare主要结论KeylearningFromflavormarketshare,wecanconclude: A.Forcolaflavor,thePepsiistheonlycompetitorinTJ/SJZ B.Fororangeflavor,SHGisthekeycompetitorinTJ,and

MirandaisthekeycompetitorinSJZmarket.

C.SPandXM-applehavestrongleadershipinTJ/SJZFrompackagemarketshare,wecanconclude: A.SHGandPCIRBisstrongerinTJandSJZ. B.PCI2ListhekeycompetitivepackageinTJandSJZ C.PCI600mlisalsoacompetitivepackageinSJZ.优势Strengths:强大的品牌认知度和品牌偏好Highbrandawarenessandbrandpreference完善的配销系统Developeddistributionsystem团结的员工队伍teamworkforourstaffs时机Opportunities超市业开展迅速SMindustrydevelopsquickly茶、水市场的潜力提供开展机遇Greatpotentialforpackagedteaandwater餐饮渠道仍有较大增长时机Restaurantchannel橙型饮料有很大市场潜力Greatpotentialfororange-flavoreddrink家庭饮用开展迅速Familyconsumptiondevelopsfast劣势Weakness碳酸饮料增长趋缓CSDkeepflat.易拉罐包装销量下降CANkeepsdeclining对食品店的控制能力较差LowcontrolonGT威胁：Threats百事可乐投资建厂，加大了投资力度，竞争加剧。CompetitionfromPepsi.竞争提高了与客户谈判的难度，导致本钱增长。Moredifficultiesinnegotiatingwithcustomersandthushighcostduetofiercecompetition.茶饮料迅速崛起侵削了碳酸饮料市场份额TeahasencroachedCSDmarketshare.1.1SWOT分析-成熟市场SWOTAnalysis-DevelopedMarket

可口可乐和雪碧增长速度减缓CKandSPkeepflat

百事可乐对青少年的影响Pepsiposesinfluenceonjuvenile

芬达大幅度增长FAgrowssharply

醒目需要不断的支持SMneedsconsistentinput在青少年中培养碳酸饮料品牌偏好Buildbrandpreferenceamongjuvenile执行渠道营销Channelpromo推出主要新产品LaunchNewProducts针对百事的活开工程ActivitiesagainstPepsi目前状况Situation活动安排Activities世界杯促销WorldCupPromo品牌联合促销Multi-brandPromo针对青少年的活动Activitiesspecialforjuvenile维持超市渠道导向策略MaintaincurrentS/M-focusedstrategies学校/青少年渠道的开发Furtherexploiteducationchannel加强餐饮渠道开发力度Morefocusonrestaurant阳光茶上市LaunchYangguangtea

继续推动天与地水MaintainTYDcampaign雀巢茶Nestletea夺回重点客户Recapturekeyaccount继续芬达攻击方案AttackPepsiwithFA同价位策略Pricingparityprograms超市渠道竞争剧烈FiercecompetitioninS/Mchannel餐饮渠道差距与时机并存Problemandopportunityco-exsitatrestaurants学校渠道是青少年的主要市场Schoolchannelisthemajormarketofjuvenile百事可乐争夺重点售点Pepsitriestograbkeyaccounts.茶饮料正抢占即饮包装市场份额Teaiseroadingon-premiseCSDmarketshare强有力的茶饮料竞争对手Professionalcompetitorsinteasector天与地水重新上市较为成功RathersuccessfulTYDrelaunch

百事重视学校售点Pepsifocusoneducationchannel重点售点大量投入Pepsigrabskeyaccounts主要包装价格策略Pricingstrategyofkeypackages工作重点Focus市场战略-成熟市场MarketingStrategies-DevelopedMarket1.1SWOT分析-开展中市场SWOTAnalysis-DevelopingMarket优势Strengths:可口可乐已经拥有一定的消费群体SteadyConsumergroup醒目保持较好的增长态势SMkeepgrowingCSS系统已在县级市场建立较为完善的分销系统CSShassetupdistributionsystemincountrymarket.时机Opportunities巨大的经济增长潜力和未来开展空间Greateconomydevelopmentpotential碳酸饮料市场仍有很大增长潜力GreatpotentialforCSD茶、水市场具有很大潜力Greatpotentialforpackagedteaandwater竞争相对较弱Lowcompetition劣势:Weakness可口可乐品牌仍然较弱Coca-Colabrandshouldbefurtherbuilt家庭包装销量较低Lowfamilyconsumption市场投入较少，系统执行能力弱Lowinputandexecutionability缺乏面对广阔市场的电视广告支持LackofTVCsupport威胁：Threats现阶段市场消费力低Lowconsumptionstandard非常系列由于其较低价格仍构成一定威胁TreatfromFutureduetoitslowprice来自茶和水的竞争Competitionfromteaandwater

对零售网点控制能力弱LowcontrolonretailoutletCSS模式在城市和县城市场初步成功CSSmadeitsfirst-stagesuccessincitiesandcountries执行能力需要提高

Executionabilityneedstobeimproved完善分销系统提高市场活动执行能力PerfectdistributionsystemImproveexecutionofmarketingactivities继续提高认知度和品牌偏好Furtherimprovebrandawarenessandpreference上市主要新产品LaunchNewproducts开展CSS模式，控制G/TImplementCSSsystemtofurthercontrolG/Ts继续开发学校渠道Continuetodevelopeducationchannel在河北省推广天津市场活动成功经验SpreadTJ’ssuccessfulexecutiveexperienceofmarketingactivitiestoHebei世界杯促销WorldCupPromo品牌联合促销Multi-brandPromo针对青少年的活动Activitiesspecialforjuvenile路演活动外事宣传ExternalaffairsupportRoadshow

阳光茶YangguangTea

低价水

Low-pricewater

高档品牌在超市里的铺货DistributionofpremiumbrandinS/Ms可口可乐品牌已建立较高认知度RatherhighbrandawarenessofCoca-Cola醒目和雪碧销量有一定根底SMandSPsalesbase极具竞争性的市场:非常CompetitionfromFuture茶和水的巨大市场Greatmarketforteaandwater

茶饮料公司具有很强的执行能力Teacompetitors:highmarketingandexecutiveability市场战略-开展中市场MarketingStrategies-DevelopingMarket目前状况Situation活动安排Activities工作重点Focus1.1SWOT分析-新兴市场SWOTAnalysis-EmergingMarket优势Strengths:较高的市场投入〔新疆〕Ratherhighmarketinginput(Xinjiangonly)雪碧有明显的品牌优势SP-Brandprestige易拉罐Momentum-Multi-servepackage局部市场已经开始执行CSS系统CSShasbeenintroducedintonewmarkets.时机Opportunities巨大增长空间Highpotential茶、水市场具有很大潜力Greatpotentialforpackagedteaandwater竞争相对较弱Competitionisnotfiercecomparatively劣势:Weakness分销体系尚不健全Imperfectdistributionsystem可口可乐品牌仍然很弱CKbrandneedtobefurtherbuilt.即饮包装和家庭包装销量较低Lowconsumptionofonpremise/familypackage执行力量需要加强Lowexecutionability市场投入少〔内蒙古〕Lowmarketinput(InnerMongolia)威胁：Threats现阶段市场消费力低Lowconsumptionstandard非常系列500ML形成极大的竞争压力Future500ML来自茶和水的竞争Threatfromteaandwater市场战略-新兴市场MarketingStrategies-EmergingMarket目前状况Situation活动安排Activities工作重点Focus对批发商依赖度高Over-relyonwholesalers零售点覆盖率低Lowcontronabilityonretailoutlets局部地区已采用CSS模式CSShasbeenintroducedinsomeareas没有/缺乏冷饮工程no/lackofcolddrinkprojects执行能力有待开发executionneedsfurtherimprovement强化碳酸饮料品牌意识,刺激消费者尝试与再尝试Strengthenbrandinfluenceandincentivepurchaseandre-purchase根本的分销商管理Basicdistributionmanagement开展CSS模式以控制G/TDevelopCSSandfurthercontrolG/Ts提高超市/重点客户执行能力ImproveS/Msandkeyaccountsexecutionability开发学校渠道Developeducationchannel提供“买得起〞的即饮包装Provideaffordableon-premisepackages路演活动Roadshow外事宣传Externalaffairsupport刺激家庭消费(1.25L)Incentivefamilyconsumption(1.25L)可口可乐品牌较弱Coca-Colabrand雪碧销量有一定根底SPsalesbase醒目铺货存在差距SMdistributiontobeimproved极具竞争性的市场:非常CompetitionfromFuture建立/扩展根底分销体系Setup/extendbasicdistributionsystem上市主要新产品LaunchNewproducts

阳光茶YangguangTea

低价水

Low-pricewater

高档品牌在超市里的铺货DistributionofpremiumbrandinS/Ms茶和水的巨大市场Greatmarketforteaandwater

茶饮料公司具有很强的执行能力Teacompetitors:hjghmarketingandexecutiveability完善市场费用管理和确保其有效使用 ComplementDMEmanag