市场计划英文 .pptx

2002年市场计划 2002 Marketing Plan;1.2001 Review 1.1. Economic Demographic Overview 1.2 Market Share(TJ/SJZ) 1.3 Flavor Share(TJ/SJZ) 1.4 Package Share(TJ/SJZ) 1.5 Value Chain Analysis 2.2002 BAP 2.1 SWOT 2.2 Marketing Strategies 2.3 2002 Objectives 2.4 Brand Build Consumer Promotion 2.5 Media Strategy 2.6 Special Projects CNY / MAY / October 2.7 New Products 2.8 Fight against PCI 2.9 Summary of DME ;;1.1 人口统计数据 Demographic Data;人口（50万人） Population (0.5 Million);价值链 - 与百事可乐比较，零售商销售可口可乐利润率较低 1.5 Value Chain - Retailers make less profit operating Coca- Cola compared with Pepsi.;天津、石家庄各公司市场占有率 1.2 TJ/SJZ Market Share of Key CSD Players;天津、石家庄各包装占有率 1.4 TJ/SJZ Package Share;天津、石家庄各品牌占有率 1.3 TJ/SJZ Flavor Share;主要结论 Key learning;优势 Strengths: ? 强大的品牌认知度和品牌偏好 High brand awareness and brand preference ? 完善的配销系统 Developed distribution system ? 团结的员工队伍 team work for our staffs; ? 可口可乐和雪碧增长速度减缓 CK and SP keep flat ? 百事可乐对青少年的影响 Pepsi poses influence on juvenile ? 芬达大幅度增长 FA grows sharply ? 醒目需要不断的支持 SM needs consistent input;1.1 SWOT分析-发展中市场 SWOT Analysis - Developing Market ;? 对零售网点控制能力弱 Low control on retail outlet ? CSS模式在城市和县城市场初步成功 CSS made its first-stage success in cities and countries ? 执行能力需要提高 Execution ability needs to be improved;1.1 SWOT分析-新兴市场 SWOT Analysis - Emerging Market ;市场战略-新兴市场 Marketing Strategies - Emerging Market ;完善市场费用管理和确保其有效使用 Complement DME management system and assure to use effectively 加强市场信息研究和及时反馈，对市场活动结果跟踪 Focus on Marketing information study / feedback and decision making/activity results tracing 注意不同市场差异化 difference-different market have different strategies,all activities focus on the key package and brand with more opportunities 市场系统要强有力支持销售工作 Integrate sales and marketing system,give strong support to s