可口可樂飲料天津分廠年度市場計劃書ppt-食品飲料-wenkub.com
2025-08-01 13:42 本頁面
【正文】 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份額 Tea has encroached CSD market share. SWOT分析 成熟市場 SWOT Analysis Developed Market 12 ? 可口可樂和雪碧增長速度減緩 CK and SP keep flat ? 百事可樂 對青少年的影響 Pepsi poses influence on juvenile ? 芬達(dá)大幅度增長 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)行渠道營銷 Channel promo 推出主要新產(chǎn)品 Launch New Products 針對百事的活動項目 Activities against Pepsi 目前狀況 Situation 活動安排 Activities ? 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 ? 維持超市渠道導(dǎo)向策略 Maintain current S/Mfocused strategies ? 學(xué)校 /青少年渠道的開發(fā) Further exploit education channel ? 加強(qiáng)餐飲渠道開發(fā)力度 More focus on restaurant ? 陽光茶上市 Launch Yangguang tea ? 繼續(xù)推動天與地水 Maintain TYD campaign ? 雀巢茶 Nestle tea ? 奪回重點客戶 Recapture key account ? 繼續(xù)芬達(dá)攻擊計劃 Attack Pepsi with FA ? 同價位策略 Pricing parity programs ? 超市渠道競爭激烈 Fierce petition in S/M channel ? 餐飲渠道差距與機(jī)會并存 Problem and opportunity 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 ? 百事可樂爭奪重點售點 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 Pepsi focus on education channel ? 重點售點大量投入 Pepsi grabs key accounts ? 主要包裝價格策略 Pricing strategy of key packages 工作重點 Focus 市場戰(zhàn)略 成熟市場 Marketing Strategies Developed Market 13 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 14 ? 對零售網(wǎng)點控制能力弱 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 p
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