可口可樂(lè)飲料天津分廠年度市場(chǎng)計(jì)劃書(shū)ppt-食品飲料(存儲(chǔ)版)
【正文】 L Future 500ML XRS 500ML Others PET 1250ML 100 100TJCC 85PCI Future XRS Others Total PET 2L+ 100 100TJCC 2L 55TJCC PCI 2L XRS 2L Others Tianjin SJZ 9 2020JJ2020JJ 2020Budget 2020ON2020JJ 2020BudgetTOTAL COLA 100 100CK 70Pepsi FCola Others Total Lemon 100 100SP 947up FLemon Others Total Orange 100 100FA 70Mo FO SHGO Others Total Apple 100 100SMA 95Ma FA Others Other Flavors 100 100SM Others 30Others Tianjin SJZ天津、石家莊各品牌占有率 TJ/SJZ Flavor Share 10 主要結(jié)論 Key learning ?From flavor market share,we can conclude: cola flavor,the Pepsi is the only petitor in TJ/SJZ orange flavor,SHG is the key petitor in TJ,and Miranda is the key petitor in SJZ market. C .SP and XMapple have strong leadership in TJ/SJZ ?From package market share,we can conclude: and PCI RB is stronger in TJ and SJZ. 2L is the key petitive package in TJ and SJZ 600ml is also a petitive package in SJZ. 11 優(yōu)勢(shì) Strengths: ? 強(qiáng)大的 品牌認(rèn)知度和品牌偏好 High brand awareness and brand preference ? 完善的配銷系統(tǒng) Developed distribution system ? 團(tuán)結(jié)的員工隊(duì)伍 team work for our staffs 機(jī)會(huì) Opportunities ? 超市業(yè)發(fā)展迅速 SM industry develops quickly ? 茶、水市場(chǎng)的潛力提供發(fā)展機(jī)遇 Great potential for packaged tea and water ? 餐飲渠道仍有較大增長(zhǎng)機(jī)會(huì) Restaurant channel ? 橙型飲料有很大市場(chǎng)潛力 Great potential for orangeflavored drink ? 家庭飲用發(fā)展迅速 Family consumption develops fast 劣勢(shì) Weakness ? 碳酸飲料增長(zhǎng)趨緩 CSD keep flat. ? 易拉罐包裝銷量下降 CAN keeps declining ? 對(duì) 食品店的控制能力較差 Low control on GT 威脅： Threats ? 百事可樂(lè)投資建廠，加大了投資力度，競(jìng)爭(zhēng)加劇。 Competition from Pepsi. ? 競(jìng)爭(zhēng)提高了與客戶談判的難度，導(dǎo)致成本增長(zhǎng)。 Consumer Promotion Media Strategy Special Projects CNY / MAY / October New Products Fight against PCI Summary of DME 提綱 Outline 3 Hebei Xinjiang Tibet Tianjin 天津裝瓶廠銷售區(qū)域 Franchised territory of TJCC 4 TJ (Inc Suburb) Hebei Inner Mogonlia Xinjiang Tibet Total面積（千平方公里） Area(00039。 More difficulties in negotiating with customers and thus high cost due to fierce petition. ? 茶飲料迅速崛起侵削了碳酸飲料市場(chǎng)份額 Tea has encroached CSD market share. SWOT分析 成熟市場(chǎng) SWOT Analysis Developed Market 12 ? 可口可樂(lè)和雪碧增長(zhǎng)速度減緩 CK and SP keep flat ? 百事可樂(lè) 對(duì)青少年的影響 Pepsi poses influence on juvenile ? 芬達(dá)大幅度增長(zhǎng) FA grows sharply ? 醒目需要不斷的支持 SM needs consistent input 在青少年中培養(yǎng)碳酸飲料 品牌偏好 Build brand preference among juvenile 執(zhí)行渠道營(yíng)銷 Channel promo 推出主要新產(chǎn)品 Launch New Products 針對(duì)百事的活動(dòng)項(xiàng)目 Activities against Pepsi 目前狀況 Situation 活動(dòng)安排 Activities ? 世界杯促銷 World Cup Promo ? 品牌聯(lián)合促銷 Multibrand Promo ? 針對(duì)青少年的活動(dòng) Activities special for juvenile ? 維持超市渠道導(dǎo)向策略 Maintain current S/Mfocuse
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