普华永道——CCP content form StrategyImplementation-building(As of Oct13).ppt

Channel Activation Channel: Play Bar – Sports Bar Brand Phase: Building Visibility Sports related (standard and related to big sports sponsorships,eg photo frames of Heineken sponsored sports, video tapes on Heineken sponsored sports event of the world) Big Ice bucket (sports related) Standard: astray, menu stand, beer mat,etc Indoor Standard light box Tailor made outdoor visibility(lighted) Promotion Leverage Heineken global sports sponsorship ( Masters Cup Australian Open,etc) Premium promotion and giveaways Consumer Volume incentive Staff incentive (money/sponsorships) Trade (outlet/wholesaler) Communication ATL to leverage on international sponsorship (sports) SKU Price Min: 20 Max: 40 Pint Min: 0 Max: 0 Quart Min: 10 Max: 25 Can Min: 0 Max: 0 Other Outdoor Restaurant Channel Description Interior Layout and decoration: 1)Grandly and tastefully decorated 2) Majority of them are spacious (eg. over 50 tables) 3) Very clean and high quality utensils and table settings Music: Nil Atmosphere: Friendly and interactive Posm: Little product posm, but with its own decorative items Consumer Typical consumers: 1) Affluent, majority over 30, mature, 2)White collar executive or above Occasion: 1)Business gatherings 2) Guest greetings 3) Occasionally with friend and family Mindset:1) Try out excellent services and good quality of food 2)Show natural competence 3)Show respect for guests Main Activities:1)Entertain business partners 2) Occasionally have informal socialization with friend and family. Channel: Upmarket CR Brand Phase: Building Total Channel Heineken HNK (hl) HNK MS (%) Distribution (%) Pack Type(s) Price Range Total Beer (hl) Inter Beer (hl) # outlets Pack Type(s) Price Range 31640 47103 7552 14060 0 0 0 0 217 145 86 80 Quart Quart Quart Quart 0 10 8 11 BJ SH GZ SZ 1112 4079 1268 3093 4 9 15 22 60 92 42 100 Quart Quart Quart Quart/ pint 0 22 20 25/ 18 BJ SH GZ SZ Channel Strategy Channel: Upmarket CR Brand Pha