可口可乐饮料天津分厂年度市场计划书

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1、可口可乐饮料天津分厂年度市场计划书-本资料来自--本资料来自-可口可乐饮料市场计划-本资料来自-1.2001Review1.1.Economic&DemographicOverview1.2MarketShareTJ/SJZ1.3FlavorShareTJ/SJZ1.4PackageShareTJ/SJZ1.5ValueChainAnalysis2.2002BAP2.1SWOT2.2MarketingStrategies2.32002Objectives2.4BrandBuild&ConsumerPromotion2.5Medi

2、aStrategy2.6SpecialProjectsCNY/MAY/October2.7NewProducts2.8FightagainstPCI2.9SummaryofDME提纲Outline-本资料来自-HebeiInnerMongoliaXinjiangTibetTianjin天津装瓶厂销售区域FranchisedterritoryofTJCC-本资料来自-1.1人口统计数据DemographicData-本资料来自-人口（50万人）Population0.5Million人均消费量CSDconsumptionperca

3、pita（UCsPerCapitaPerYear）?BDLF?QHD??HD?TJ?TS?SJZABC?成熟市场DevelopedMarket:TJ,SJZ?发展中市场DevelopingMarket:LF,BD,TSandHD?新兴市场EmergingMarket:InnerMongolia,XinjiangandTibet?旅游城市ResortMarket:QHD按照城市人均消费量和人口规模确定市场等级AccordingtoCSDconsumptionpercapitalandpopulationsize天津装瓶厂市场细分S

4、egmentation?Urumuchi?HHHT?BaotouD1.02.03.0-本资料来自-价值链-与百事可乐比较，零售商销售可口可乐利润率较低1.5ValueChain-RetailersmakelessprofitoperatingCoca-ColacomparedwithPepsi.-本资料来自-天津、石家庄各公司市场占有率1.2TJ/SJZMarketShareofKeyCSDPlayers-本资料来自-天津、石家庄各包装占有率1.4TJ/SJZPackageShare-本资料来自-天津、石家庄各品牌占有率1.3T

5、J/SJZFlavorShare-本资料来自-主要结论KeylearningFromflavormarketshare,wecanconclude:A.Forcolaflavor,thePepsiistheonlycompetitorinTJ/SJZB.Fororangeflavor,SHGisthekeycompetitorinTJ,andMirandaisthekeycompetitorinSJZmarket.C.SPandXM-applehavestrongleadershipinTJ/SJZFrompackagemark

6、etshare,wecanconclude:A.SHGandPCIRBisstrongerinTJandSJZ.B.PCI2ListhekeycompetitivepackageinTJandSJZC.PCI600mlisalsoacompetitivepackageinSJZ.-本资料来自-优势Strengths:?强大的品牌认知度和品牌偏好Highbrandawarenessandbrandpreference?完善的配销系统Developeddistributionsystem?团结的员工队伍teamworkforours

7、taffs机会Opportunities?超市业发展迅速SMindustrydevelopsquickly?茶、水市场的潜力提供发展机遇Greatpotentialforpackagedteaandwater?餐饮渠道仍有较大增长机会Restaurantchannel?橙型饮料有很大市场潜力Greatpotentialfororange-flavoreddrink?家庭饮用发展迅速Familyconsumptiondevelopsfast劣势Weakness?碳酸饮料增长趋缓CSDkeepflat.?易拉罐包装销量下降CANke

8、epsdeclining?对食品店的控制能力较差LowcontrolonGT威胁：Threats?百事可乐投资建厂，加大了投资力度，竞争加剧。CompetitionfromPepsi.?竞争提高了与客户谈判的难度，导致成本增长。Moredifficultiesi