可口可乐美国公司渠道策划方案.pptVIP

Package SummaryYTD October Eating ChannelLocal CVP’s Cold Drink 2000Package Roles Cold DrinkSituation Assessment Channel Plan 2000Strategies Deliver a professional and uniform Account Management approach Increase availability and volume in existing accounts Assess our infrastructure capabilities and capacities Capture competitive and dry accounts through aggressive prospecting Eating / DrinkingChannel Plan Eating Channel PlanSituation Assessment Eating ChannelTop 10 Accounts Eating Channel PlanSituation Assessment Eating Channel PlanOpportunities Expand 20oz, NCB and Dasani availability Increase volume in existing accounts Execute OBM opportunities around the off premise consumption occasions Eating Channel PlanStrategies Eating Channel PlanStrategies Increase customer base through prospecting in competitive and dry accounts Execute national agreements Focus on quality Code 10 accounts Improve system capabilities and capacities to execute in this channel Analyze current infrastructure Eating Channel Toolkit Fountain training at the Sales Center Eating Channel PlanStrategies “Papa Johns” 2000 Plan Objectives “Lotus Chinese”2000 Plan Objectives Eating ChannelMarketing Calendar 2000 Eating ChannelPackage Plan * November 17, 1999 North Texas Division 2000 Eating Drinking Channel Plan 7.0% 2.8% 18.6% 119.5% 24.3% Gross Profit Cans 20 oz Other 2 Liter Total 16.1% 114.6% -7.8% 6.3% 5.2% Volume % Mix 23.6% 20.4% 32.7% 23.3% Incremental Growth Bundling OBM Opportunities Volume Consumer Preference Vending Placements Profitable Volume Immediate Consumption Equipment Placements Brand Development Customer Profitability Immediate Consumption Infrastructure Customer Retention Volume per Outlet Customer Satisfaction Cold Drink Channel Strategies Top 20 accounts represent 38% of the channel volume Off premise occasions are growing at a greater rate than on premise NCB and 20oz are under developed in the traditional fou