可口可乐2002年市场计划研究报告.ppt

* 2002年市场计划 2002 Marketing Plan 1.2001 Review 1.1. Economic Demographic Overview 1.2 Market Share(TJ/SJZ) 1.3 Flavor Share(TJ/SJZ) 1.4 Package Share(TJ/SJZ) 1.5 Value Chain Analysis 2.2002 BAP 2.1 SWOT 2.2 Marketing Strategies 2.3 2002 Objectives 2.4 Brand Build Consumer Promotion 2.5 Media Strategy 2.6 Special Projects CNY / MAY / October 2.7 New Products 2.8 Fight against PCI 2.9 Summary of DME 提纲 Outline Hebei Inner Mongolia Xinjiang Tibet Tianjin 天津装瓶厂销售区域 Franchised territory of TJCC 1.1 人口统计数据 Demographic Data 人口（50万人） Population (0.5 Million) 人均消费量 CSD consumption per capita （UCs Per Capita Per Year） ?BD LF? QHD? ?HD ?TJ ?TS ?SJZ A B C ? 成熟市场 Developed Market: TJ, SJZ ? 发展中市场 Developing Market: LF, BD, TS and HD ? 新兴市场 Emerging Market: Inner Mongolia, Xinjiang and Tibet ? 旅游城市 Resort Market: QHD 按照城市人均消费量和人口规模确定市场等级 According to CSD consumption per capital and population size 天津装瓶厂市场细分 Segmentation ?Urumuchi ?HHHT ?Baotou D 1.0 2.0 3.0 价值链 - 与百事可乐比较，零售商销售可口可乐利润率较低 1.5 Value Chain - Retailers make less profit operating Coca- Cola compared with Pepsi. 天津、石家庄各公司市场占有率 1.2 TJ/SJZ Market Share of Key CSD Players 天津、石家庄各包装占有率 1.4 TJ/SJZ Package Share 天津、石家庄各品牌占有率 1.3 TJ/SJZ Flavor Share 主要结论 Key learning From flavor market share,we can conclude: A.For cola flavor,the Pepsi is the only competitor in TJ/SJZ B.For orange flavor,SHG is the key competitor in TJ,and Miranda is the key competitor in SJZ market. C .SP and XM-apple have strong leadership in TJ/SJZ From package market share,we can conclude: A.SHG and PCI RB is stronger in TJ and SJZ. B.PCI 2L is the key competitive package in TJ and SJZ C.PCI 600ml is also a competitive packa