【文档说明】市场计划英文.pptx，共(21)页，311.386 KB，由精品优选上传

转载请保留链接：https://www.ichengzhen.cn/view-281031.html

以下为本文档部分文字说明：

2002年市场计划2002MarketingPlan1.2001Review1.1.Economic&DemographicOverview1.2MarketShare(TJ/SJZ)1.3FlavorShare(TJ/SJZ)1.4PackageShare(TJ/SJZ)1.5Val

ueChainAnalysis2.2002BAP2.1SWOT2.2MarketingStrategies2.32002Objectives2.4BrandBuild&ConsumerPromotion2.5MediaStrategy2.

6SpecialProjectsCNY/MAY/October2.7NewProducts2.8FightagainstPCI2.9SummaryofDME提纲OutlineHebeiXinjiangTibetTianjin天津装瓶厂销售区域Franchi

sedterritoryofTJCCTJ(IncSuburb)HebeiInnerMogonliaXinjiangTibetTotal面积（千平方公里）Area(000'SquareKilometer)121881,18

31,66512254,273总人口（百万人）TotalPopulation（Million)966.723.718.52.6121人口增长率（%）GrowthRate(%)0.22%0.91%0.47%4%1.6%-市镇人口

（百万人）UrbanPopulation(Million)513.0810.06.20.735乡村人口（百万人）CountryPopulation(Million)453.6613.712.21.985人均国内生产总值（元）GDPPercapita(RMB)18,0007,6255,87

27,4704,200-商品零售价格总指数（%）RetailPriceIndex(%)98.699.198.898.398.8-公司数据(CompanyData)公司2001年估计销量（千标准箱）TJCCSales2001Est.(000?U/Cs)17,79920

,7872,8542,31749044,247公司2002年预算销量（千标准箱）TJCCSales2002Dud.(000扷/Cs)18,37722,1533,3903,18053047,6302001年碳酸饮料人均饮用量（瓶）TJCCCSDPerCapita2001Est.(Bott

le)477.52.93.04.53.702002年碳酸饮料人均饮用量（瓶）TJCCCSDPerCapita2002Bud.(Bottles)488.03.44.14.93.98销售人员数量（人）SalesOfficeOnly(person)3173291611673公司销售人员人均销量（标准箱

）TJCCCSDSalesperheadcount(U/Cs)60,30762,267181,938212,72765,4761.1人口统计数据DemographicData人口（50万人）Population(0.5Million)人均消费量

CSDconsumptionpercapita（UCsPerCapitaPerYear）⚫BDLF⚫QHD⚫⚫HD⚫TJ⚫TS⚫SJZABC◼成熟市场DevelopedMarket:TJ,SJZ◼发展中市场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AccordingtoCSDconsumptionperca

pitalandpopulationsize天津装瓶厂市场细分Segmentation⚫Urumuchi⚫HHHT⚫BaotouD1.02.03.0GTRBPriceComparison1015202530Ex

-FactoryWholesalingpriceRetailingpricePrice(RMB/PC)TJCCPCIGT1.25LPriceComparison404550556065Ex-FactoryWholesalingpriceRe

tailingpricePrice(RMB/PC)TJCCPCIGTCANPriceComparison30354045505560Ex-FactoryWholesalingpriceRetailingpric

ePrice(RMB/PC)TJCCPCIGT500/600MLPriceComparison2025303540Ex-FactoryWholesalingpriceRetailingpricePrice(R

MB/PC)TJCCPCIGT2LPriceComparison3035404550Ex-FactoryWholesalingpriceRetailingpricePrice(RMB/PC)TJCCPCI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/SJZMarketShareofKeyCSDPlayers2000

JJ-2001.JJ2002Bud2000.ON-2001.JJ2002.BudTJCC81.078079.5180PCI5.9110.46Future0.412.73XRS2.332.21SHG6.030.00Others4

.265.08Total100100SJZTianjin天津、石家庄各包装占有率1.4TJ/SJZPackageShare2000JJ-2001JJ2002Budget2000ON-2001JJ2002BudgetTOTALC

AN100100TJCCCan87.7685.0079.1980PCICAN5.206.92FutureCAN0.252.07XRSCAN3.004.06Others3.807.77TOTALRB100100TJCCR

B37.1540.0033.2535PCIRB1.7349.59SHGRB42.7817.16Others18.340.00TotalPET500/600ML100100TJCC500/600ml81.2480.0072.4670PCI600ML7.6113.62Futur

e500ML1.007.31XRS500ML4.972.16Others5.184.44PET1250ML100100TJCC1.25L91.3990.0084.3185PCI1.25L4.008.24Futu

re1.25L0.522.23XRS1.25L2.271.03Others1.834.19TotalPET2L+100100TJCC2L62.7060.0056.1955TJCC2.25L19.5525.84PCI2L15.7414.47XRS2L0.003.50Others2.010.00T

ianjinSJZ2000JJ-2001JJ2002Budget2000ON-2001JJ2002BudgetTOTALCOLA100100CK89.9190.0073.1870Pepsi8.9519.99F-Co

la0.506.27Others0.640.56TotalLemon100100SP94.2894.0093.58947-up4.174.32F-Lemon0.561.37Others0.990.73TotalOrange100100FA63.4465.0067.8070M-o5.9814.18F

-O0.180.37SHG-O25.920.00Others4.4917.65TotalApple100100SM-A95.0395.0097.0995M-a1.312.15F-A0.380.20Others3.280.56OtherFlavors100100SMOthers55

.9760.0026.9530Others44.0373.05TianjinSJZ天津、石家庄各品牌占有率1.3TJ/SJZFlavorShare主要结论Keylearning•Fromflavormarketshare,w

ecanconclude:A.Forcolaflavor,thePepsiistheonlycompetitorinTJ/SJZB.Fororangeflavor,SHGisthekeycompetitorinTJ,andMirandaisthe

keycompetitorinSJZmarket.C.SPandXM-applehavestrongleadershipinTJ/SJZ•Frompackagemarketshare,wecanconclude:A.SHGandPCIRBisstronger

inTJandSJZ.B.PCI2ListhekeycompetitivepackageinTJandSJZC.PCI600mlisalsoacompetitivepackageinSJZ.优势Strengths:◼强大的品牌认知度和品牌偏好Highbranda

warenessandbrandpreference◼完善的配销系统Developeddistributionsystem◼团结的员工队伍teamworkforourstaffs机会Opportunitie

s◼超市业发展迅速SMindustrydevelopsquickly◼茶、水市场的潜力提供发展机遇Greatpotentialforpackagedteaandwater◼餐饮渠道仍有较大增长机会Restaurantchann

el◼橙型饮料有很大市场潜力Greatpotentialfororange-flavoreddrink◼家庭饮用发展迅速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，导致成本增长。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C

hannelpromo推出主要新产品LaunchNewProducts针对百事的活动项目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Morefocuso

nrestaurant◼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◼继续芬达攻击计划AttackPeps

iwithFA◼同价位策略Pricingparityprograms◼超市渠道竞争激烈FiercecompetitioninS/Mchannel◼餐饮渠道差距与机会并存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-发展中市场SWOTAnalysis-Develo

pingMarket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SMkeepgrowing◼CSS系统已在县级市场建立较为完善的分销系统CSShas

setupdistributionsystemincountrymarket.机会Opportunities◼巨大的经济增长潜力和未来发展空间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◼缺乏面对广大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Lowcontrolonre

tailoutlet◼CSS模式在城市和县城市场初步成功CSSmadeitsfirst-stagesuccessincitiesandcountries◼执行能力需要提高Executionabilityneedstobeimp

roved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L

aunchNewproducts◼发展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Externalaffairsupport◼Roadshow◼阳光茶YangguangTea◼低价水Low-pricewater◼高档品牌在超市里的铺货Distribut

ionofpremiumbrandinS/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基础SMandSPsalesba

se◼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-发展中市场Ma

rketingStrategies-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）Rath

erhighmarketinginput(Xinjiangonly)◼雪碧有明显的品牌优势SP-Brandprestige◼易拉罐Momentum-Multi-servepackage◼部分市场已经开始执行CSS系统CSShasbeenintroducedintonewmarket

s.机会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Competitionisno

tfiercecomparatively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Lowc

onsumptionofonpremise/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Lowcontronabilityonretailoutle

ts◼部分地区已采用CSS模式CSShasbeenintroducedinsomeareas◼没有/缺乏冷饮项目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◼基本的分销商管理Basicdistributionmanagement◼发展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◼雪碧销量有一定基础SPsalesbase◼醒目铺货存在差距SMdistributiontobeimproved◼极具竞争性的市场:非常CompetitionfromF

uture建立/扩展基础分销体系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Distributionofp

remiumbrandinS/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ComplementDM

Emanagementsystemandassuretouseeffectively•加强市场信息研究和及时反馈，对市场活动结果跟踪FocusonMarketinginformationstudy/fee

dbackanddecisionmaking/activityresultstracing•注意不同市场差异化difference-differentmarkethavedifferentstrategies,allactivitiesfocusonthekeypackag

eandbrandwithmoreopportunities•市场系统要强有力支持销售工作Integratesalesandmarketingsystem,givestrongsupporttosalesteam2.2200

2年市场工作重点2002MarketingObjectives2002MarketingactivitiesGuide:•渠道管理:超市/学校/CSSChannelmanagement:S/Ms/Schools/CSS•重点发展各地区增长机会高的品牌和包装Focus

onbrandsandpackagewithgreatopportunities•开发潜力大的市场XJ/IM/TibetDevelopmarketswithmorepotential-XJ/IM/Tibet•新产品NCSD产品推广：TYD水/阳光茶NewNCSDprodu

ctslaunch:TYDandValuewater/YangguangTea2.22002年市场工作重点2002MarketingObjectives2002Marketingactivitiesfocus:2.2.1渠道管理重点Ch

annelManagementFocusS/MFocus考核指标KeyMeasurableindicator行动计划ActionPlans市场费用DME('000RMB)超市渠道生动化标准化MerchandisingStandardforS/M销量增长salesv

ol.+%理货员考核与管理Merchandisermanagement理货和铺货率Merchandisinganddistribution铺货达到目标keepcurrentdistributiontarget150家超市生

动化标准Merchandisingstandardfor150SMs207消费者促销Consumerpromotion超市市场份额keepcurrentmarketshare制定货架排面Shelfspaceand

floordisplay9312重点大超市多点宣传、售点制作Multi-pointincentives/in-storeexecution1075重点大超市针对性PCI促销（2LCoke）KeySMspromofi

ghtagainstPCI278重要节日春节/五一月庆促销Promoinkeyholidaystotal10872EducationChannelFocus考核指标KeyMeasurableindicator行动计划

ActionPlans市场费用DME('000RMB)与青少年沟通communicatewithjuvenile销量增长salesvol+%世界杯促销活动WCPromo350建立品牌喜好buildbrandpreference铺货达到目标keepcurrentdistrib

utiontarget与学校客户（重点）专卖协议Exclusiveagreementwithourkey177schooloutlets328刺激消费增长stimulateconsumption天津KIA/KPA保持

目前指标keepcurrentKIA/KPA学校售点生动化Merchandinginschooloutlets1422针对U1、U2不同市场学校指定不同策略total2100S/MandEducationchannel

批发渠道/食品店/摊贩Wholesaler/GT/Vendor超市S/M学校Education餐饮及其重点Restaurant模糊奖（公司100%）Rebate(Companyexpense100%)年度协议（排面、堆头）AnnualAgreement(S

helfdisplay,floordisplay)专卖协议Exclusiveagreement专卖协议——中高档餐厅ExclusiveagreementCSS运力补偿（公司100%）CSStransportationcompensation(Companyexpense100%)理

货员Merchandiser促销用品PromotionkitsCSS管理小餐馆CSSrestaurant批发商会议Wholesalermeeting定期/渠道促销Periodicalchannelpromo生动化用品工具Mer

chandisingKits生动化用品Merchandisingkits促销用品promotionkits广告用品Merchandisngkits特殊项目Specialprojects(1RMBRB)冷饮设备投放C

ooler生动化奖励rebateonmerchandising客户会议customermeeting赠饮（1元杯、RB）Sampling合作店牌/灯箱Co-signs合作店牌Co-signs冷饮角制作colddrinkcorner客户奖励Rebate开业赞助Grandopenings

ponsor市场生动化用品（年）merchandisingkits(Annual)特殊节日/节日大包装specialpackageforholidays世界杯等消费者促销consumerpromosuchasWC侍应

生奖励WaiterawardCSS业务员（公司100%）RAT(Company100%)冷饮设备投放cooler冷饮设备cooler消费者促销consumerpromotion消费者促销consumerpromotion2002年各渠道市场活动组合2002ChannelMark

etingActivitiesMix谢谢23.7.1706:39:0206:3906:3923.7.1723.7.1706:3906:3923.7.1706:32023年7月17日星期一6时39分2秒