可口可乐市场营销真实操作牌销量回顾与发展.pptVIP

Content 2002 Market Review Observation 2002 Market Overview Economic Environment Review Beverage Industrial Demand and Supply Bottler Capacities 2002 Sales Review -Jan-Sep sales review -Sales review by brand -Sales review by package -Sales review by region -Sales review by channel -POM sales review Key Program Review Competition Review Market Share and Distribution TVC Media Spending CCT Pricing Cold Drink Equipment Hits for 2003 第一页，共十九页。 Content 2003 Business Plan Vol Objectives DME SWOT Strategy Priorities Sales Budget and DME Allocation Main Channel Development Marketing Calendar Appendix 第二页，共十九页。 Economic Environment Review DG have the highest per capita disposable income. Comparing with GZ consumption VS GDP status, SZ, DG, YD and YB have high growth potential. Consider to increase investment. *Source: 2002 Guangdong Statistical Year Book BP Department Note: 2002 GDP per Capita is based on latest information from Swire GD. 2002 Per Capita Consumption of CCCL beverage is based on LE sales forecast 2002 Per Capita GDP and Consumption of CCCL Beverage Estimation 75 63 55 61 14 9 第三页，共十九页。 Competition Trends ? TODAY Who are our competitors and what are their competitive advantages? 1.PCI is the key competitor in CSD.It has strong marketing support and good sales execution in most channels, especially investment in Teen’s market and media. 2.President is the market leader in Juice Tea category. Master Kong is also a key market player in tea market. They all have high brand awareness and good sales distribution. 3.C’estbon is the dominant water brand in GD territory. It has strong sales network ,good off-take and now is supported by TV , Bus panel, Bus stop panel. 4.Grand Canyon(大峡谷），Sunray(日之泉）,Fortune ( 福地) etc. water brands has lower price strategy and exist in GD market over 5 years. They have good performance in GT WS channel. 5.Yeo’s is the RB soya milk keep high availability in GT channe