市場(chǎng)計(jì)劃英文

2002年市場(chǎng)計(jì)劃2002MarketingPlan第一頁(yè)，共二十二頁(yè)。1.2001Review1.1.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提綱Outline第二頁(yè)，共二十二頁(yè)。HebeiInnerMongoliaXinjiangTibetTianjin天津裝瓶廠銷售區(qū)域FranchisedterritoryofTJCC第三頁(yè)，共二十二頁(yè)。1.1人口統(tǒng)計(jì)數(shù)據(jù)DemographicData第四頁(yè)，共二十二頁(yè)。人口（50萬(wàn)人）Population(0.5Million)人均消費(fèi)量CSDconsumptionpercapita（UCsPerCapitaPerYear）BDLFQHDHDTJTSSJZABC成熟市場(chǎng)DevelopedMarket:TJ,SJZ發(fā)展中市場(chǎng)DevelopingMarket:LF,BD,TSandHD新興市場(chǎng)EmergingMarket:InnerMongolia,XinjiangandTibet旅游城市ResortMarket:QHD按照城市人均消費(fèi)量和人口規(guī)模確定市場(chǎng)等級(jí)AccordingtoCSDconsumptionpercapitalandpopulationsize天津裝瓶廠市場(chǎng)細(xì)分SegmentationUrumuchiHHHTBaotouD1.02.03.0第五頁(yè)，共二十二頁(yè)。價(jià)值鏈-與百事可樂(lè)比較，零售商銷售可口可樂(lè)利潤(rùn)率較低1.5ValueChain-RetailersmakelessprofitoperatingCoca- ColacomparedwithPepsi.第六頁(yè)，共二十二頁(yè)。天津、石家莊各公司市場(chǎng)占有率1.2TJ/SJZMarketShareofKeyCSDPlayers第七頁(yè)，共二十二頁(yè)。天津、石家莊各包裝占有率1.4TJ/SJZPackageShare第八頁(yè)，共二十二頁(yè)。天津、石家莊各品牌占有率1.3TJ/SJZFlavorShare第九頁(yè)，共二十二頁(yè)。主要結(jié)論KeylearningFromflavormarketshare,wecanconclude: A.Forcolaflavor,thePepsiistheonlycompetitorinTJ/SJZ B.Fororangeflavor,SHGisthekeycompetitorinTJ,and MirandaisthekeycompetitorinSJZmarket. C.SPandXM-applehavestrongleadershipinTJ/SJZFrompackagemarketshare,wecanconclude: A.SHGandPCIRBisstrongerinTJandSJZ. B.PCI2ListhekeycompetitivepackageinTJandSJZ C.PCI600mlisalsoacompetitivepackageinSJZ.第十頁(yè)，共二十二頁(yè)。優(yōu)勢(shì)Strengths:強(qiáng)大的品牌認(rèn)知度和品牌偏好Highbrandawarenessandbrandpreference完善的配銷系統(tǒng)Developeddistributionsystem團(tuán)結(jié)的員工隊(duì)伍teamworkforourstaffs機(jī)會(huì)Opportunities超市業(yè)發(fā)展迅速SMindustrydevelopsquickly茶、水市場(chǎng)的潛力提供發(fā)展機(jī)遇Greatpotentialforpackagedteaandwater餐飲渠道仍有較大增長(zhǎng)機(jī)會(huì)Restaurantchannel橙型飲料有很大市場(chǎng)潛力Greatpotentialfororange-flavoreddrink家庭飲用發(fā)展迅速Familyconsumptiondevelopsfast劣勢(shì)Weakness碳酸飲料增長(zhǎng)趨緩CSDkeepflat.易拉罐包裝銷量下降CANkeepsdeclining對(duì)食品店的控制能力較差LowcontrolonGT威脅：Threats百事可樂(lè)投資建廠，加大了投資力度，競(jìng)爭(zhēng)加劇。CompetitionfromPepsi.競(jìng)爭(zhēng)提高了與客戶談判的難度，導(dǎo)致成本增長(zhǎng)。Moredifficultiesinnegotiatingwithcustomersandthushighcostduetofiercecompetition.茶飲料迅速崛起侵削了碳酸飲料市場(chǎng)份額TeahasencroachedCSDmarketshare.1.1SWOT分析-成熟市場(chǎng)SWOTAnalysis-DevelopedMarket第十一頁(yè)，共二十二頁(yè)。

可口可樂(lè)和雪碧增長(zhǎng)速度減緩CKandSPkeepflat

百事可樂(lè)對(duì)青少年的影響Pepsiposesinfluenceonjuvenile

芬達(dá)大幅度增長(zhǎng)FAgrowssharply

醒目需要不斷的支持SMneedsconsistentinput在青少年中培養(yǎng)碳酸飲料品牌偏好Buildbrandpreferenceamongjuvenile執(zhí)行渠道營(yíng)銷Channelpromo推出主要新產(chǎn)品LaunchNewProducts針對(duì)百事的活動(dòng)項(xiàng)目ActivitiesagainstPepsi目前狀況Situation活動(dòng)安排Activities世界杯促銷WorldCupPromo品牌聯(lián)合促銷Multi-brandPromo針對(duì)青少年的活動(dòng)Activitiesspecialforjuvenile維持超市渠道導(dǎo)向策略MaintaincurrentS/M-focusedstrategies學(xué)校/青少年渠道的開(kāi)發(fā)Furtherexploiteducationchannel加強(qiáng)餐飲渠道開(kāi)發(fā)力度Morefocusonrestaurant陽(yáng)光茶上市LaunchYangguangtea

繼續(xù)推動(dòng)天與地水MaintainTYDcampaign雀巢茶Nestletea

奪回重點(diǎn)客戶Recapturekeyaccount繼續(xù)芬達(dá)攻擊計(jì)劃

AttackPepsiwithFA

同價(jià)位策略Pricingparityprograms超市渠道競(jìng)爭(zhēng)激烈FiercecompetitioninS/Mchannel餐飲渠道差距與機(jī)會(huì)并存Problemandopportunityco-exsitatrestaurants學(xué)校渠道是青少年的主要市場(chǎng)Schoolchannelisthemajormarketofjuvenile百事可樂(lè)爭(zhēng)奪重點(diǎn)售點(diǎn)Pepsitriestograbkeyaccounts.茶飲料正搶占即飲包裝市場(chǎng)份額Teaiseroadingon-premiseCSDmarketshare強(qiáng)有力的茶飲料競(jìng)爭(zhēng)對(duì)手Professionalcompetitorsinteasector天與地水重新上市較為成功RathersuccessfulTYDrelaunch

百事重視學(xué)校售點(diǎn)Pepsifocusoneducationchannel重點(diǎn)售點(diǎn)大量投入Pepsigrabskeyaccounts主要包裝價(jià)格策略Pricingstrategyofkeypackages工作重點(diǎn)Focus市場(chǎng)戰(zhàn)略-成熟市場(chǎng)MarketingStrategies-DevelopedMarket第十二頁(yè)，共二十二頁(yè)。1.1SWOT分析-發(fā)展中市場(chǎng)SWOTAnalysis-DevelopingMarket優(yōu)勢(shì)Strengths:可口可樂(lè)已經(jīng)擁有一定的消費(fèi)群體SteadyConsumergroup醒目保持較好的增長(zhǎng)態(tài)勢(shì)SMkeepgrowingCSS系統(tǒng)已在縣級(jí)市場(chǎng)建立較為完善的分銷系統(tǒng)CSShassetupdistributionsystemincountrymarket.機(jī)會(huì)Opportunities巨大的經(jīng)濟(jì)增長(zhǎng)潛力和未來(lái)發(fā)展空間Greateconomydevelopmentpotential碳酸飲料市場(chǎng)仍有很大增長(zhǎng)潛力GreatpotentialforCSD茶、水市場(chǎng)具有很大潛力Greatpotentialforpackagedteaandwater競(jìng)爭(zhēng)相對(duì)較弱Lowcompetition劣勢(shì):Weakness可口可樂(lè)品牌仍然較弱Coca-Colabrandshouldbefurtherbuilt家庭包裝銷量較低Lowfamilyconsumption市場(chǎng)投入較少，系統(tǒng)執(zhí)行能力弱Lowinputandexecutionability缺乏面對(duì)廣大市場(chǎng)的電視廣告支持LackofTVCsupport

威脅：Threats現(xiàn)階段市場(chǎng)消費(fèi)力低Lowconsumptionstandard非常系列由于其較低價(jià)格仍構(gòu)成一定威脅TreatfromFutureduetoitslowprice來(lái)自茶和水的競(jìng)爭(zhēng)Competitionfromteaandwater

第十三頁(yè)，共二十二頁(yè)。對(duì)零售網(wǎng)點(diǎn)控制能力弱LowcontrolonretailoutletCSS模式在城市和縣城市場(chǎng)初步成功CSSmadeitsfirst-stagesuccessincitiesandcountries執(zhí)行能力需要提高

Executionabilityneedstobeimproved完善分銷系統(tǒng)提高市場(chǎng)活動(dòng)執(zhí)行能力PerfectdistributionsystemImproveexecutionofmarketingactivities繼續(xù)提高認(rèn)知度和品牌偏好Furtherimprovebrandawarenessandpreference上市主要新產(chǎn)品LaunchNewproducts發(fā)展CSS模式，控制G/TImplementCSSsystemtofurthercontrolG/Ts繼續(xù)開(kāi)發(fā)學(xué)校渠道Continuetodevelopeducationchannel在河北省推廣天津市場(chǎng)活動(dòng)成功經(jīng)驗(yàn)SpreadTJ’ssuccessfulexecutiveexperienceofmarketingactivitiestoHebei世界杯促銷WorldCupPromo品牌聯(lián)合促銷Multi-brandPromo針對(duì)青少年的活動(dòng)Activitiesspecialforjuvenile路演活動(dòng)外事宣傳ExternalaffairsupportRoadshow

陽(yáng)光茶YangguangTea

低價(jià)水

Low-pricewater

高檔品牌在超市里的鋪貨DistributionofpremiumbrandinS/Ms可口可樂(lè)品牌已建立較高認(rèn)知度RatherhighbrandawarenessofCoca-Cola醒目和雪碧銷量有一定基礎(chǔ)SMandSPsalesbase極具競(jìng)爭(zhēng)性的市場(chǎng):非常CompetitionfromFuture茶和水的巨大市場(chǎng)Greatmarketforteaandwater

茶飲料公司具有很強(qiáng)的執(zhí)行能力Teacompetitors:highmarketingandexecutiveability市場(chǎng)戰(zhàn)略-發(fā)展中市場(chǎng)MarketingStrategies-DevelopingMarket目前狀況Situation活動(dòng)安排Activities工作重點(diǎn)Focus第十四頁(yè)，共二十二頁(yè)。1.1SWOT分析-新興市場(chǎng)SWOTAnalysis-EmergingMarket優(yōu)勢(shì)Strengths:較高的市場(chǎng)投入（新疆）Ratherhighmarketinginput(Xinjiangonly)雪碧有明顯的品牌優(yōu)勢(shì)SP-Brandprestige易拉罐Momentum-Multi-servepackage部分市場(chǎng)已經(jīng)開(kāi)始執(zhí)行CSS系統(tǒng)CSShasbeenintroducedintonewmarkets.機(jī)會(huì)Opportunities巨大增長(zhǎng)空間Highpotential茶、水市場(chǎng)具有很大潛力Greatpotentialforpackagedteaandwater競(jìng)爭(zhēng)相對(duì)較弱Competitionisnotfiercecomparatively劣勢(shì):Weakness分銷體系尚不健全I(xiàn)mperfectdistributionsystem可口可樂(lè)品牌仍然很弱CKbrandneedtobefurtherbuilt.即飲包裝和家庭包裝銷量較低Lowconsumptionofonpremise/familypackage執(zhí)行力量需要加強(qiáng)Lowexecutionability市場(chǎng)投入少（內(nèi)蒙古）Lowmarketinput(InnerMongolia)威脅：Threats現(xiàn)階段市場(chǎng)消費(fèi)力低Lowconsumptionstandard非常系列500ML形成極大的競(jìng)爭(zhēng)壓力Future500ML來(lái)自茶和水的競(jìng)爭(zhēng)Threatfromteaandwater第十五頁(yè)，共二十二頁(yè)。市場(chǎng)戰(zhàn)略-新興市場(chǎng)MarketingStrategies-EmergingMarket目前狀況Situation活動(dòng)安排Activities工作重點(diǎn)Focus

對(duì)批發(fā)商依賴度高Over-relyonwholesalers

零售點(diǎn)覆蓋率低Lowcontronabilityonretailoutlets

部分地區(qū)已采用CSS模式CSShasbeenintroducedinsomeareas沒(méi)有/缺乏冷飲項(xiàng)目no/lackofcolddrinkprojects執(zhí)行能力有待開(kāi)發(fā)

executionneedsfurtherimprovement強(qiáng)化碳酸飲料品牌意識(shí),刺激消費(fèi)者嘗試與再嘗試Strengthenbrandinfluenceandincentivepurchaseandre-purchase基本的分銷商管理Basicdistributionmanagement發(fā)展CSS模式以控制G/TDevelopCSSandfurthercontrolG/Ts提高超市/重點(diǎn)客戶執(zhí)行能力ImproveS/Msandkeyaccountsexecutionability開(kāi)發(fā)學(xué)校渠道Developeducationchannel提供“買得起”的即飲包裝Provideaffordableon-premisepackages路演活動(dòng)Roadshow外事宣傳Externalaffairsupport刺激家庭消費(fèi)(1.25L)Incentivefamilyconsumption(1.25L)可口可樂(lè)品牌較弱Coca-Colabrand雪碧銷量有一定基礎(chǔ)SPsalesbase醒目鋪貨存在差距SMdistributiontobeimproved極具競(jìng)爭(zhēng)性的市場(chǎng):非常CompetitionfromFuture建立/擴(kuò)展基礎(chǔ)分銷體系Setup/extendbasicdistributionsystem上市主要新產(chǎn)品LaunchNewproducts

陽(yáng)光茶YangguangTea

低價(jià)水

Low-pricewater

高檔品牌在超市里的鋪貨DistributionofpremiumbrandinS/Ms茶和水的巨大市場(chǎng)Greatmarketforteaandwater

茶飲料公司具有很強(qiáng)的執(zhí)行能力Teacompetitors:hjghmarketingandexecutiveability第十六頁(yè)，共二十二頁(yè)。完善市場(chǎng)費(fèi)用管理和確保其有效使用 ComplementDMEmanagementsystemandassuretouseeffectively加強(qiáng)市場(chǎng)信息研究和及時(shí)反饋，對(duì)市場(chǎng)活動(dòng)結(jié)果跟蹤 FocusonMarketinginformationstudy/feedbackanddecisionmaking/activityresultstracing注意不同市場(chǎng)差異化 difference-differentmarkethavedifferentstrategies,allactivitiesfocusonthekeypackageandbrandwithmoreopportunities市場(chǎng)系統(tǒng)要強(qiáng)有力支持銷售工作 Integratesalesandmarketingsystem,givestrongsupporttosalesteam

2.2