可口可乐OBPPC渠道营销原理.ppt

Whatisinhere? ;目录What is in here?;;OBPPC 原则;OBPPC 流程－把购物者调研演化成行动OBPPC Process of Driving Insights Into Action ;;;开始OBPPC之路 STARTING THE OBPPC JOURNEY我们的重点在哪里？ Where We Should Focus?;发现主要消费场合并排序 Identify Prioritize Key Consumption Occasions;来源：2005中国调研，只包括城市，仅指非酒精类即饮饮料，不包括大桶水和纯奶以及果味奶 *其他场合没有指出是因为销量贡献较小，包括主动在外休闲3％，其他在家1％和其他在外1％ **如果加上酒精类饮料，销量占比将提升到5.4%;在外吃饭场合，酒精类占总量的40％;他们怎样消费和在哪里购买?How They Consume Where They Buy?;;发现现在和将来渠道的重要性Validate Importance of Our ChannelsNow Future;;分渠道KO销量和零售销售额份额KO Volume Retail Value Share by Channels大卖场、超市、主要销量来源Hyper, Super, GT, CVS ED key sources of volume;品类 品牌;GEOGRAPHY – size of prize (3 bubbles);了解渠道购物者行为和主要划分Understand Channel Shopper Behaviors Key Segments发现渠道机会和包装价格问题用以建议Identifying Channel Opportunities Pack Price Issues forRecommendation:1. 大卖场、超市Hyper Super2. 食杂店GT3. 餐饮划分ED Segmentationa) 低档餐饮Low end EDb) 中档餐饮Medium end ED;消费场合与购买商机Converting Consumption Occasions into Purchases;消费场合与购买商机Converting Consumption Occasions into Purchases;消费场合与购买商机Converting Consumption Occasions into Purchases;发现现有的包装、价格问题 Identify Current Pack/Price Issues;按价格阶梯划分的碳酸市场份额 Sparkling Market Share by Pricing Tier;渠道机会Channel Opportunities ;;;下一步 ;了解渠道购物者行为和主要的划分Understand Channel Shopper Behaviors Key Segments发现渠道机会和包装价格问题，用以建议Identifying Channel Opportunities Pack Price Issues forRecommendation:1. 大卖场/超市Hyper Super2. 食杂店GT3. 餐饮划分ED Segmentationa) 低档餐饮Low end EDb) 中档餐饮Medium end ED;谁 (所有购物者);渠道和零??毛利;按价格阶梯划分的碳酸市场份额 Sparkling Market Share by Pricing Tier;渠道机会Channel Opportunities ;;;下一步 ;了解渠道购物者行为和主要的划分Understand Channel Shopper Behaviors Key Segments发现渠道机会和包装价格问题，用以建议Identifying Channel Opportunities Pack Price Issues forRecommendation:1. 大卖场/超市Hyper Super2.食杂店GT3. 餐饮划分ED Segmentationa. 低档餐饮Low End EDb. 中档餐饮Medium End ED;;;了解渠道购物者行为和主要的划分Understand Channel Shopper Behaviors Key Segments发现渠道机会和包装价格问题，用以建议Identifying Channel Opportunities Pack Price Issues forRecommendation:1.大卖场/超市Hyper Su