维维利乐包 上海市场推广方案（Vivian Tetra Pak Shanghai marketing plan）.docVIP

维维利乐包 上海市场推广方案（Vivian Tetra Pak Shanghai marketing plan） Vivian Tetra Pak Shanghai marketing plan -------------------------------------------------------------------------------- Zhang Bin / Kong Xiangqi browse frequency: 2: big, small, medium and small First, the market environment analysis of Tetra Pak soybean milk at this stage Shanghai has a population of 12 million. It is the most important commercial city in our country. It has great market potential and many competitive brands. In recent years, the rising consumption status of soybean milk drinks in the hearts of residents and the unique fast-paced lifestyle of Shanghai have brought tremendous business opportunities to nutritious green drinks. In Hongkong alone, soya bean milk was sold in the territory of the sea in 1998 as much as 50 million yuan. L. competitive share analysis At present, Tetra Pak milk in Shanghai Weiwei many similar products in the market, especially in Hongkong Vitasoy sales of the most promising. This product has more than 60% of the actual sales of soybean milk and Tetra Pak, and has been sold at over 4 million yuan per month. The product is mature brand products in Shanghai, marketing advertisement design, marketing channels mature, OTC market rate is extremely high, point of sale image good design is the leading brand of Shanghai milk cartons. In Shanghai milk Tetra Pak products, the share of sales after Vitasoy zhengguanghe, mainly to city guide pin brand, but also attracted some sales rising trend of youth. At the same time, Shanghai bright, Shi Shi milk, Yang Xiecheng each create a different consumer groups, but also occupy a certain market share, forming the following warlords separatist situation. Leading brands: Vitasoy, Vita Soy Milk Chocolate Malt extract. Influential brand: zhengguanghe zhengguanghe, Soybean Milk city milk, pure milk, Yang Xiecheng, Shi Shanghai light Tetra Pak Tetra Pak milk. Shanghai soy milk Tetra Pak sales brand ranking: Wei He, Zheng Guanghe, Yang, Yang,