可口可乐美国市场分析报告【84页】.pptVIP

Inside the minds and pockets of Latin American consumersHow consumers build price perception and its impact on retailers THE COCA-COLA RETAILING RESEARCH COUNCIL – LATIN AMERICA The Coca-Cola Retailing Research Council – Latin America (CCRRC - LA) is dedicated to developing a better understanding of the food retailing and allied merchandise distribution business in Latin America. It concentrates in identifying and then studying selected relevant issues, presenting its findings to the manufacturing and retailing communities, in order to assist in the development and enhancement of the food retailing business. Latin America Council Members Jonathan Berger CIES USA Howard Butt III HEB Mexico Guillermo DAndrea Council Research Director Ana Maria Diniz Grupo Pao de Acucar Brazil Paulo Goelzer IGA, Inc. Brazil Antonio Coto Gutierrez Dia Internacional Argentina Tim Hammonds FMI USA Nicolás Ibá?ez DS Chile Gonzalo Restrepo éxito Colombia Eduardo Castro Wright Wal*Mart Mexico REVIEWING THE STUDY GOALS AND OBJECTIVES Understand the drivers of consumer price perception in Latin America Overall goals and focus level Specific objectives Understand the implications of pricing approaches on retailers and manufacturers Source: Team analysis 10% of study focus 90% of study focus THE STUDY LEVERAGED THREE MAIN SOURCES OF INFORMATION * AC Nielsen conducted the focus groups in S?o Paulo and the field research in all five markets Source: Team analysis ~15 in-depth interviews with executives of key retailers in the region Methodology Qualitative survey Focus groups to test initial hypothesis Quantitative survey ~3,000, 30-minute interviews Correlate consumer research results with AC Nielsen scantrack information Understand retailer perspective on consumer price perception Objective Capture insights on consumer price perception Segment consumers Enrich findings with AC Nielsen proprietary databases Match price perception with actual prices In-depth interviews Consumer survey* ACNiels