普华永道——City report_GD_Guangzhou_030801.ppt

* * Project Gold - strictly confidential Market Report Guangdong province Draft 07-2003 Guangzhou Part II: City Market Overview 企业经营管理资料案例库 专业服务中国商界管理界精英！ 唯一官方网： 提供企业各类经营管理资料，巨量大型资料库为您助力扬帆！ 旺昌资料城 服务联系QQ：602429086 24小时电话1. Market size market share Total Market Size 2002 3,950,000 HLS Estimate growth rate in past 3 years 3% Estimate growth rate in next 3 years 2-5% Key brands’ market share(2002) Key brands volume shares Leading brands Sales volume 2002 Pearl River 2,560,000 Tsingtao 590,000 San Miguel 340,000 Leading brand total 3,490,000 Total size 3,950,000 Share of leading brand 88.4% Unit: HLS Source: PwC research China Beer Association 2. Volume share by price points Market share by price point Segments Definition* Key brands IPS 5 Tsingtao Heineken Budweiser Standards 2.5-5 Pearl River San Miguel Tsingtao Savings 2.5 N/A Leading brands in each segment Source: PwC research China Beer Association * RMB / Quart Bottle for off-premise retailing price 3. Volume share by pack type Market share by pack type Segment Size Key brands Quart bottle 500~700 ml Pearl River San Miguel Tsingtao Pint bottle 330~350 ml Tsingtao Heineken Budweiser Can 330~355 ml Pearl River San Miguel Barrel 20~50 l San Miguel Leading brands in each segment Source: PwC research China Beer Association 4. On-premise and off-premise volume share Hypermarket Supermarket Convenience Store Kiosk Restaurant Entertainment Off-premise 41% On-premise 59% Source: PwC research 5. Recent promotion activities of key brands Pearl River San Miguel Discount b b b Complimentary b Prize within package b b Free drink b b b Lucky draw b Same price, large size b b b Promotion package b b b Coupon Gifts b Points accumulation b b Key promotions Tsingtao Source: PwC research 6. Key players trade margins Distribution channel Pearl River (24*Quart Bottle) Tsingtao (24*Quart Bottle)