【文章內(nèi)容簡(jiǎn)介】 tunity coexsit at restaurants ? 學(xué)校渠道是青少年的主要市場(chǎng) School channel is the major market of juvenile ? 百事可樂(lè)爭(zhēng)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(chǎng)份額 Tea is eroading onpremise CSD market share ? 強(qiáng)有力的茶飲料競(jìng)爭(zhēng)對(duì)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(jià)格策略 Pricing strategy of key packages 工作重點(diǎn) Focus 市場(chǎng)戰(zhàn)略 成熟市場(chǎng) Marketing Strategies Developed Market SWOT分析 發(fā)展中市場(chǎng) SWOT Analysis Developing Market 優(yōu)勢(shì) Strengths: ? 可口可樂(lè)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(zhǎng)態(tài)勢(shì) SM keep growing ? CSS系統(tǒng)已在縣級(jí)市場(chǎng)建立較為完善的分銷(xiāo)系統(tǒng) CSS has set up distribution system in country market. 機(jī)會(huì) Opportunities ? 巨大的經(jīng)濟(jì)增長(zhǎng)潛力和未來(lái)發(fā)展空間 Great economy development potential ? 碳酸飲料市場(chǎng)仍有很大增長(zhǎng)潛力 Great potential for CSD ? 茶、水市場(chǎng)具有很大潛力 Great potential for packaged tea and water ? 競(jìng)爭(zhēng)相對(duì)較弱 Low petition 劣勢(shì) : Weakness ? 可口可樂(lè)品牌仍然較弱 CocaCola brand should be further built ? 家庭包裝銷(xiāo)量較低 Low family consumption ? 市場(chǎng)投入較少，系統(tǒng)執(zhí)行能力弱 Low input and execution ability ? 缺乏面對(duì)廣大市場(chǎng)的電視廣告支持 Lack of TVC support 威脅： Threats ? 現(xiàn)階段市場(chǎng)消費(fèi)力低 Low consumption standard ? 非常系列由于其較低價(jià)格仍構(gòu)成一定威脅 Treat from Future due to its low price ? 來(lái)自茶和水的競(jìng)爭(zhēng) Competition from tea and water ? 對(duì)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(chǎng)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(xiāo)系統(tǒng) 提高市場(chǎng)活動(dòng)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(kāi)發(fā)學(xué)校渠道 Continue to develop education channel ? 在河北省推廣天津市場(chǎng)活動(dòng)成功經(jīng)驗(yàn) Spread TJ’ s successful executive experience of marketing activities to Hebei ? 世界杯促銷(xiāo) World Cup Promo ? 品牌聯(lián)合促銷(xiāo) Multibrand Promo ? 針對(duì)青少年的活動(dòng) Activities special for juvenile路演活動(dòng) ? 外事宣傳 External affair support ? Roadshow ? 陽(yáng)光茶 Yangguang Tea ? 低價(jià)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(lè)品牌已建立較高認(rèn)知度 Rather high brand awareness of CocaCola ? 醒目和 雪碧銷(xiāo)量有一定基礎(chǔ) SM and SP sales base ? 極具競(jìng)爭(zhēng)性的市場(chǎng) : 非常 Competition from Future ? 茶和水的巨大市場(chǎng) 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(chǎng)戰(zhàn)略 發(fā)展中市場(chǎng) Marketing Strategies Developing Market 目前狀況 Situation 活動(dòng)安排 Activities 工作重點(diǎn) Focus SWOT分析 新興市場(chǎng) SWOT Analysis Emerging Market 優(yōu)勢(shì) Strengths: ? 較高的市場(chǎng)投入（新疆） Rather high marketing input(Xinjiang only) ? 雪碧有明顯的品牌優(yōu)勢(shì) SP Brand prestige ? 易拉罐 Momentum Multiserve package ? 部分市場(chǎng)已經(jīng)開(kāi)始執(zhí)行 CSS系統(tǒng) CSS has been introduced into new markets. 機(jī)會(huì) Opportunities ? 巨大增長(zhǎng)空間 High potential ? 茶、水市場(chǎng)具有很大潛力 Great potential for packaged tea and water ? 競(jìng)爭(zhēng)相對(duì)較弱 Competition is not fierce paratively 劣勢(shì) : Weakness ? 分銷(xiāo)體系尚不健全 Imperfect distribution system ? 可口可樂(lè)品牌仍然很弱 CK brand need to be further built. ? 即飲包裝和 家庭包裝銷(xiāo)量較低 Low cons