星巴克速溶咖啡ppt课件.ppt

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1、StarbucksVIAcoffeeIntroductionStarbucks®Starbuckscoffeecompanywasestablishedin1971istheworld'sleadingspecialcoffeeretailer,roastersandStarbucksbrandowners.StarbucksVIA®FromnaturalselectionofbakingqualityArabicacoffeebeansbyspecialsubtlegrindingtechnologyismade.StarbucksVIA®Cookedwi

2、thoutanyequipment,canbeincoldorhotliquid(suchaswaterorMilk)easilyinthedissolved,andkeeptheoriginalflavor,alcoholcoffeedegreeandflavorStarbucksVIA®Therearetwokindsofpackaging:3singleindependentpackingand12singleindependentpacking,wehavetwoflavorstochoosefrom:Starbucks®meaningtypebak

3、ingandStarbucks®Colombia.DifferentstyleofdrinkDifferentbrandofinstantcoffeeNescafeinstantcoffee、Maxwell、KelaiShi、Columbia、UCC、GrantStarbucksVIAcoffeeStarbucksVIAcoffeeStarbucksuniquefinegrindingtechnologytokeepthetaste,qualityandfreshnessofthecoffee,withfreshlybrewedcoffeeandtheSta

4、rbucksstore,arichandmellowtaste.ThemotivationofconsumerstobuycoffeePursuitofabetterenjoymentPursuitofabetterbrandShowtheirlifeattitudeRelievetheirstressThepurposeofdrinkthecoffeeThepricerangeofthecoffeeindustryThetypesofcoffeePriceTheUCC￥22to￥128Nescafe￥20to￥75BlueMountainCoffee￥25

5、to￥78Maxwell￥26to￥109Threesingleindividuallywrapped￥20to￥25The12singleindividuallywrapped￥60to￥88RespondentsoccupationalsituationThetotalconsumptionofthemarketinChinaTheriskofthecoffeeindustry1.Surveyofthemainconcernsofconsumersofcoffee2.Neglectoftheindustrialchainofcoffee3.Corpora

6、teconflicts,regionalwarThemainconcernsofconsumersofcoffeeDrinkcoffeeisdetrimentaltohealth--20.2%Theimpactofsleep--19.4%Tastesbad—17.4%Thepriceishigh—10.9%Qualityisn’tgood—8.1%otherconcerns--24%AnalysisofsaleschannelsinthecoffeeindustryYearsCitiesProportion2005First-tiercities37%Sec

7、ond-tiercities32%Third-tiercities29%Others2%2008First-tiercities29%Second-tiercities32%Third-tiercities38%Others1%Thegeographicaldistribution:SegmentationandTargetingMarketSegmentation：DemographicPsychographicsBehavioralTargetMarketing：EvaluatingMarketSegmentsTargetMarketingStrateg

8、iesMarketSegmentationInfac