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2002年市场计划2002MarketingPlan1.2001Review1.1.Economic&DemographicOverview1.2MarketShare(TJ/SJZ)1.3Flavor

Share(TJ/SJZ)1.4PackageShare(TJ/SJZ)1.5ValueChainAnalysis2.2002BAP2.1SWOT2.2MarketingStrategies2.32002Objectives2.4BrandBuild&ConsumerPromoti

on2.5MediaStrategy2.6SpecialProjectsCNY/MAY/October2.7NewProducts2.8FightagainstPCI2.9SummaryofDME提纲OutlineHebeiXinjiangTibetTianjin天津装瓶厂销售区域Fr

anchisedterritoryofTJCCTJ(IncSuburb)HebeiInnerMogonliaXinjiangTibetTotal面积（千平方公里）Area(000'SquareKilometer)12

1881,1831,66512254,273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)18,0007,6255,8727,4704,200-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.(Bottle)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⚫SJ

ZABC◼成熟市场DevelopedMarket:TJ,SJZ◼发展中市场DevelopingMarket:LF,BD,TSandHD◼新兴市场EmergingMarket:InnerMongolia,Xinjianga

ndTibet◼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Segmentation⚫Urumuchi⚫HHHT⚫BaotouD1

.02.03.0GTRBPriceComparison1015202530Ex-FactoryWholesalingpriceRetailingpricePrice(RMB/PC)TJCCPCIGT1.25LPriceComparison404550556065Ex-Factor

yWholesalingpriceRetailingpricePrice(RMB/PC)TJCCPCIGTCANPriceComparison30354045505560Ex-FactoryWholesalingpriceRetailingpricePrice(RMB/PC)TJCCPC

IGT500/600MLPriceComparison2025303540Ex-FactoryWholesalingpriceRetailingpricePrice(RMB/PC)TJCCPCIGT2LPriceComparison3035404550Ex-Fac

toryWholesalingpriceRetailingpricePrice(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-RetailersmakelessprofitoperatingCoc

a-ColacomparedwithPepsi.天津、石家庄各公司市场占有率1.2TJ/SJZMarketShareofKeyCSDPlayers2000JJ-2001.JJ2002Bud2000.O

N-2001.JJ2002.BudTJCC81.078079.5180PCI5.9110.46Future0.412.73XRS2.332.21SHG6.030.00Others4.265.08Total100100SJZTianj

in天津、石家庄各包装占有率1.4TJ/SJZPackageShare2000JJ-2001JJ2002Budget2000ON-2001JJ2002BudgetTOTALCAN100100TJCCCan

87.7685.0079.1980PCICAN5.206.92FutureCAN0.252.07XRSCAN3.004.06Others3.807.77TOTALRB100100TJCCRB37.1540

.0033.2535PCIRB1.7349.59SHGRB42.7817.16Others18.340.00TotalPET500/600ML100100TJCC500/600ml81.2480.0072.4670PCI600ML7.6113.62Futu

re500ML1.007.31XRS500ML4.972.16Others5.184.44PET1250ML100100TJCC1.25L91.3990.0084.3185PCI1.25L4.008.24Future1.25L0.522.23XRS1.25L2.271.03Others1.83

4.19TotalPET2L+100100TJCC2L62.7060.0056.1955TJCC2.25L19.5525.84PCI2L15.7414.47XRS2L0.003.50Others2.010.00TianjinSJZ2000JJ-20

01JJ2002Budget2000ON-2001JJ2002BudgetTOTALCOLA100100CK89.9190.0073.1870Pepsi8.9519.99F-Cola0.506.27Others0.640

.56TotalLemon100100SP94.2894.0093.58947-up4.174.32F-Lemon0.561.37Others0.990.73TotalOrange100100FA63.4465.0067.8070M-o5.9814.18F-O0.1

80.37SHG-O25.920.00Others4.4917.65TotalApple100100SM-A95.0395.0097.0995M-a1.312.15F-A0.380.20Others3.280.56OtherFlavors100100SMOthers55.9760.002

6.9530Others44.0373.05TianjinSJZ天津、石家庄各品牌占有率1.3TJ/SJZFlavorShare主要结论Keylearning•Fromflavormarketshare,wecanconclude:A.Forcolaflavor,thePepsiistheo

nlycompetitorinTJ/SJZB.Fororangeflavor,SHGisthekeycompetitorinTJ,andMirandaisthekeycompetitorinSJZmarket.C.SPandXM-applehavestronglead

ershipinTJ/SJZ•Frompackagemarketshare,wecanconclude:A.SHGandPCIRBisstrongerinTJandSJZ.B.PCI2ListhekeycompetitivepackageinTJandSJZC.

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机会Opportunities◼超市业发展迅速SMindustrydevelopsquic

kly◼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Restaurantchannel◼橙型饮料有很大市场潜力Greatpotent

ialfororange-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CANkeeps

declining◼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。Moredifficultiesinnegotiating

withcustomersandthushighcostduetofiercecompetition.◼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-Dev

elopedMarket◼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针对百事的活动项目Activit

iesagainstPepsi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Maintaincurren

tS/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Mai

ntainTYDcampaign◼雀巢茶Nestletea◼夺回重点客户Recapturekeyaccount◼继续芬达攻击计划AttackPepsiwithFA◼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Schoolchannelisthe

majormarketofjuvenile◼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Professi

onalcompetitorsinteasector◼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Pepsigrabske

yaccounts◼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-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SMkeepgr

owing◼CSS系统已在县级市场建立较为完善的分销系统CSShassetupdistributionsystemincountrymarket.机会Opportunities◼巨大的经济增长潜力和未来发展空间Greateconomydevelopment

potential◼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Lowcontrolonretailoutlet◼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Exec

utionabilityneedstobeimproved完善分销系统提高市场活动执行能力PerfectdistributionsystemImproveexecutionofmarketingactivitie

s继续提高认知度和品牌偏好Furtherimprovebrandawarenessandpreference上市主要新产品LaunchNewproducts◼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Distri

butionofpremiumbrandinS/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SMandSPsalesbase◼极具竞争性的市场:非常CompetitionfromFutur

e◼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

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）Ratherhig

hmarketinginput(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CSSh

asbeenintroducedintonewmarkets.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Lowcon

sumptionofonpremise/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Si

tuation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◼部分地区已采用CS

S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/TDeve

lopCSSandfurthercontrolG/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-p

remisepackages◼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CompetitionfromFuture建立/扩展基础分销体系Setup/extendbasicdistribut

ionsystem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ComplementDMEmanagementsystemandass

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

ltstracing•注意不同市场差异化difference-differentmarkethavedifferentstrategies,allactivitiesfocusonthekeypackageandbrandwithmoreopportunities•市场系统要强有力支持销售工作

Integratesalesandmarketingsystem,givestrongsupporttosalesteam2.22002年市场工作重点2002MarketingObjectives2002Marketinga

ctivitiesGuide:•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Focusonbrandsandpackagewithgreatopportunities•开发潜力大的市场XJ/IM/Tibe

tDevelopmarketswithmorepotential-XJ/IM/Tibet•新产品NCSD产品推广：TYD水/阳光茶NewNCSDproductslaunch:TYDandValuewater/YangguangTea2.2

2002年市场工作重点2002MarketingObjectives2002Marketingactivitiesfocus:2.2.1渠道管理重点ChannelManagementFocusS/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salesvol.+%理货员考核与管理Merchandisermanagement理货和铺货率Merchandi

singanddistribution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Shelfspaceandfloordisplay9312重点大超市多点宣传、售点制作Multi-pointincentives/in-storeexecution1

075重点大超市针对性PCI促销（2LCoke）KeySMspromofightagainstPCI278重要节日春节/五一月庆促销Promoinkeyholidaystotal10872EducationChanne

lFocus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WCP

romo350建立品牌喜好buildbrandpreference铺货达到目标keepcurrentdistributiontarget与学校客户（重点）专卖协议Exclusiveagreementwithourkey177schooloutlet

s328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U

1、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(Shelfdisplay,floordisplay)专卖协议Exclusiveagreement专卖协议——中高档餐厅ExclusiveagreementCSS运力补偿（公司100%）CSStransportatio

ncompensation(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Per

iodicalchannelpromo生动化用品工具MerchandisingKits生动化用品Merchandisingkits促销用品promotionkits广告用品Merchandisngkits特殊项目Specialprojects(1

RMBRB)冷饮设备投放Cooler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Grandopeningsponsor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Waiterawar

dCSS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2002ChannelMarketingActivitie

sMix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