水战(关于康师傅哇哈哈农夫沙泉之间的斗争).pptVIP

The Water War A brief introduction Founded in 1987 in Hangzhou. Guiding ideology : The medicine food homology (药食同源). Be famous : the children’s nutrient oral liquid helped to solve the problem that children wouldn’t like eating. In 1998,it introduced China Cola(非常可乐)。 Major products: the Nutri-Express, AD钙奶、Bottled water 、 Tea drinks 、Fruit Drinks 、China Cola、激活、HELLO-C … Bottled water In 1995,Wahaha tried to sell purified water to Urban white-collar. Due to its high price and no advisement the purified water was in dilemma. In 1996,Wahaha’s putting down the price and the advisement in CCTV (a Chinese most powerful broadcast station) had contributed to the selling. During 1996~1999, Wahahas purified water supplies falls short of demand In 1997, its sales was 3oomillion~500million. In 2000, its sales was 2bilion. However, in 2001, Nongfuspring was sprung up. it was a shake to Wahaha. Nongfuspring Famous for its farmer spring is a bit sweet ad saying. Philosophies: Environmental , natural, healthy. Major products: natural water、农夫果园、尖叫、水溶C100… Natural water Never use city tap water. The water was from浙江千岛湖、吉林长白山、湖北丹江口、广东万绿湖. Unlike the Wahaha’s celebrity charm advisement, nongfu spring’s advisement was special, the ad shows its three philosophies and ad saying famer spring is a bit sweet spread all over the country. Mr. Kon 近年来,康师傅崛起给娃哈哈造成了更大的冲击,尽管娃哈哈在二三线市场仍然占有非常大的优势,但康师傅早已在城市市场占据了绝对优势 康师傅彻底低价战略;放弃明星代言，可以让康师傅矿物质水在更大范围内制定最有竞争力的价格。此外，康师傅最有优势的是遍及大陆大中小城市的销售网络，可以在最快时间内将产品送达销售终端 瓶装水大打价格战 “瓶重最轻”成康师傅杀手锏 康师傅瓶装水的成本之所以可以做到最低，秘密首先就藏于这个拿在手里有些软的瓶子上 目前,市场上用来生产瓶装水的原料基本上都是从石油中提炼的一种化学物质叫聚对苯二甲酸乙二醇酯，简称 PET。 相比娃哈哈和农夫山泉，康师傅的瓶重是最轻的。目前市场上 PET 的 价格是每吨 11000 块钱左右。 平均每克一分一厘钱， 正是这不起眼的一分一厘钱， 成为了康师傅节约成本的秘密武器之一。 Conclusion Comparison Wahaha: superiority: 范围经济的优势 品牌优势 技术研发优势 销售网络完善 管理能力强 inferior:规模劣势 原材料成本较高 销售网络过长，增加了成本 销售网络过长，增加了成本 水源优势不足 销售模式不具备竞争力， 核心 销售模式不具备竞争力， 竞争不明显 Nongfuspring : superiority:水源广，品牌响，独树一帜的“健康水”理念 inferior