【文章內(nèi)容簡介】 tunity coexsit at restaurants ? 學(xué)校渠道是青少年的主要市場 School channel is the major market of juvenile ? 百事可樂爭奪重點(diǎn)售點(diǎn) Pepsi tries to grab key accounts. ? 茶飲料正搶占即飲包裝市場份額 Tea is eroading onpremise CSD market share ? 強(qiáng)有力的茶飲料競爭對手 Professional petitors in tea sector ? 天與地水重新上市較為成功 Rather successful TYD relaunch ? 百事重視學(xué)校售點(diǎn) Pepsi focus on education channel ? 重點(diǎn)售點(diǎn)大量投入 Pepsi grabs key accounts ? 主要包裝價格策略 Pricing strategy of key packages 工作重點(diǎn) Focus 市場戰(zhàn)略 成熟市場 Marketing Strategies Developed Market SWOT分析 發(fā)展中市場 SWOT Analysis Developing Market 優(yōu)勢 Strengths: ? 可口可樂已經(jīng)擁有一定的消費(fèi)群體 Steady Consumer group ? 醒目保持較好的增長態(tài)勢 SM keep growing ? CSS系統(tǒng)已在縣級市場建立較為完善的分銷系統(tǒng) CSS has set up distribution system in country market. 機(jī)會 Opportunities ? 巨大的經(jīng)濟(jì)增長潛力和未來發(fā)展空間 Great economy development potential ? 碳酸飲料市場仍有很大增長潛力 Great potential for CSD ? 茶、水市場具有很大潛力 Great potential for packaged tea and water ? 競爭相對較弱 Low petition 劣勢 : Weakness ? 可口可樂品牌仍然較弱 CocaCola brand should be further built ? 家庭包裝銷量較低 Low family consumption ? 市場投入較少，系統(tǒng)執(zhí)行能力弱 Low input and execution ability ? 缺乏面對廣大市場的電視廣告支持 Lack of TVC support 威脅： Threats ? 現(xiàn)階段市場消費(fèi)力低 Low consumption standard ? 非常系列由于其較低價格仍構(gòu)成一定威脅 Treat from Future due to its low price ? 來自茶和水的競爭 Competition from tea and water ? 對零售網(wǎng)點(diǎn)控制能力弱 Low control on retail outlet ? CSS模式在城市和縣城市場初步成功 CSS made its firststage success in cities and countries ? 執(zhí)行能力需要提高 Execution ability needs to be improved 完善分銷系統(tǒng) 提高市場活動執(zhí)行能力 Perfect distribution system Improve execution of marketing activities 繼續(xù)提高認(rèn)知度和品牌偏好 Further improve brand awareness and preference 上市主要新產(chǎn)品 Launch New products ? 發(fā)展 CSS模式，控制 G/T Implement CSS system to further control G/Ts ? 繼續(xù)開發(fā)學(xué)校渠道 Continue to develop education channel ? 在河北省推廣天津市場活動成功經(jīng)驗 Spread TJ’ s successful executive experience of marketing activities to Hebei ? 世界杯促銷 World Cup Promo ? 品牌聯(lián)合促銷 Multibrand Promo ? 針對青少年的活動 Activities special for juvenile路演活動 ? 外事宣傳 External affair support ? Roadshow ? 陽光茶 Yangguang Tea ? 低價水 Lowprice water ? 高檔品牌在超市里的鋪貨 Distribution of premium brand in S/Ms ? 可口可樂品牌已建立較高認(rèn)知度 Rather high brand awareness of CocaCola ? 醒目和 雪碧銷量有一定基礎(chǔ) SM and SP sales base ? 極具競爭性的市場 : 非常 Competition from Future ? 茶和水的巨大市場 Great market for tea and water ? 茶飲料公司具有很強(qiáng)的執(zhí)行能力 Tea petitors: high marketing and executive ability 市場戰(zhàn)略 發(fā)展中市場 Marketing Strategies Developing Market 目前狀況 Situation 活動安排 Activities 工作重點(diǎn) Focus SWOT分析 新興市場 SWOT Analysis Emerging Market 優(yōu)勢 Strengths: ? 較高的市場投入（新疆） Rather high marketing input(Xinjiang only) ? 雪碧有明顯的品牌優(yōu)勢 SP Brand prestige ? 易拉罐 Momentum Multiserve package ? 部分市場已經(jīng)開始執(zhí)行 CSS系統(tǒng) CSS has been introduced into new markets. 機(jī)會 Opportunities ? 巨大增長空間 High potential ? 茶、水市場具有很大潛力 Great potential for packaged tea and water ? 競爭相對較弱 Competition is not fierce paratively 劣勢 : Weakness ? 分銷體系尚不健全 Imperfect distribution system ? 可口可樂品牌仍然很弱 CK brand need to be further built. ? 即飲包裝和 家庭包裝銷量較低 Low cons