市场营销案例-非常可乐.pptx
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市场营销案例-非常可乐.pptx
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FUTURECOLAGROUP4DDIM2010/20111.COMPANYOVERVIEWIntroductionContext:
PESTanalysisCompetitors:
5-ForcesanalysisWHATISFUTURECOLA?
FutureColaisacola-flavoredcarbonatebeveragemanufacturedbyHangzhouWahaha.In1988,WahahalauncheditsFutureColatodirectlycompetewithCokeandPepsi.Duetoitslowerpriceandfavorablepolicyfordistributors,Wahahasold620,000tonsofFutureColain2002,accountingfor12%ofChinascarbonatedbeveragemarket.ThiswasclosetothemarketshareofPepsiinChina.WhileCokeandPepsidominatedtheurbanareasofChina,FutureColacontrolledthenationscountryside.ImportanceofFutureColaasnationalbrandtocompeteagainsttheworldleaders,CocaColaandPepsi.TheflavorhasbeenmodifiedaccordingtotheChinesetaste.TypesofFutureCola:
RegularFutureColaKidsCola(caffeinefree)FutureCoffeeCola1.CompanyoverviewCONTEXT:
PESTANALYSISPOLITICALFACTORStablepoliticalsituationGovernmentpoliciesfavornationalcompaniesWTO:
liftedforeigninvestmentrestrictionsintensifydomesticcompetitionsECONOMICALFACTORSecondlargesteconomyworldwideExceptionalGDPgrowthrateIncreasingpurchasingpowerBoomingmarketSOCIALFACTORLargepopulationImprovedlifequalityandlivingstandardSoftdrinksasfashionabletrendTECHNOLOGICALFACTORInnovationsincomputerizedtechnologycouldaffectthebottlingprocess,whichinvolvesspecialized,high-speedlines1.CompanyoverviewCOMPETITORS:
PORTERS5FORCESRIVALRYAMONGEXISTINGCOMPETITORS:
MEDIUMFragmentedindustry:
totaloutputoftenmajorsoftdrinksproducers(CokeandPepsiincluded)accountsfor63%ofnationaloutputHighgrowthmarketspotential:
10%annualgrowthrateexpectedoverthenext10yearsBARGAININGPOWEROFBUYERS:
HIGHSwitchingcostsarelowforconsumerswhoriskverylittlebytryingnewbrandsorbeveragesBARGAININGPOWEROFSUPPLIERS:
LOWConcentratedproducersBottlersarelockedintocontractsthatgrantCPstherighttosetpricesandothertermsofsaleTHREATOFSUBSTITUTES:
MEDIUM/HIGHjuicedrinks,sportsdrinks,tea-baseddrinks,dairy-baseddrinks,bottledwaterConsumertrendsshiftingawayfromoriginalproductlinesforhealthreasonsTHREATOFNEWENTRANTS:
HIGHAlishanZhonghuaCola,YanjingCola,JianlibaosHuatingColaNeedforhighadvertisementexpensesbuttechnicalrequirementsrelativelylow1.Companyoverview2.WhatarethecharacteristicsofFutureColascustomers?
CustomeranalysisComparisonwithCocaColaandPepsitargetcustomerCUSTOMERRELATIONSHIPCONSUMERPERCEPTION“Customersseetheworldthroughthelensofperceptionsandtheirpreferencesarebasedonthoseperceptions”-LensModelPerceptionsareaffectedbythecontextandcontextcanbeinfluencedwith4Psofmarketing.LowPRICEHighLowHighBRANDINTERNATIONALREPUTATION2.Customeranalysis“ATYPICAL”FUTURECOLACUSTOMERFACTORSFUTURECOLACOCAPEPSIDEMOGRAPHICAGEMainlyyoung,alsoincludingmiddle-agesYoungEDUCATIONLEVELRelativelowRelativeHighGEOGRAPHICALREGION.Ruralregion.ThirdandforthtiercitiesBigcitiesPURCHASINGPLACE.Wholesaledistributors.StreetshopSupermarket,conveniencestoreCONSUMINGHABITSANNUALINCOME5919RMB19109RMBPRICESENSITIVITYPricesensitiveBearthepricevolatilityFREQUENCYFamilyunionsorotherspecialoccasionsDailyconsumptionENTERTAINMENT.Televisions(limited).Televisions,internet.Sports(morediversified)VALUERECOGNITIONNationalism,unity,happinessLonghistory,sports,energeticVitality,sports,passion,2.Customeranalysis3.HowdidFutureColasuccessfullyseizeitsmarketfromCokeandPepsi?
4PsframeworkSEIZINGTHEMARKETMarketSharesFuturecolasharesabout15%ofsoftdrinkmarket:
nexttoCocaColaandbetterthanPepsi.Summer1999Thegrowthrateslowsdown.Itsmarketshareremainsbetween12%to15%.After2001CocaColahelda24percentmarketshare,whilstFutureColasmarketshareis70%ofthatofPepsi.20033.Howdidfuturecolasuccessfullyseizeitsmarket?
SEIZINGTHEMARKETPRODUCTTASTE:
IMITATIONSTRATEGYTasteandcolorareclosetointernationalcolasWITHLOCALADAPTATIONSweeterandstrongerthanothercolasHighR&Dexpenditure,worldwidetastetestsCooperationwithdomesticflavorproducersBUT3.Howdidfuturecolasuccessfullyseizeitsmarket?
SEIZINGTHEMARKETPLACE-CHANNELTARGETMARKET:
RURALAREASThirdandfourthtiermarket(townsandvillages)notreachedbyCokeandPepsiGreatconsumptioncapacitybutlowconsumptionrateIncreasingdemandforbeveragesMasscommunicationmaderuralpopulationmoreaccessibleUnderstaningoflocalneedsbyCEOZongDISTRIBUTIONCHANNELS:
“JOINTMARKETINGSTRATEGY”Partnershipwithlocaldistributors(logisticservice,inventory,capitalfund,delivery)Overthan1000firsttierwholesalersOfficesinmorethan30provinceswith2000salesstaff,whichcollectsinformationfromthemarketLocaldepartmentsforprotectinginterestoflocaldistributor3.Howdidfuturecolasuccessfullyseizeitsmarket?
HUGETVCAMPAIGNFocusedonCCTV:
favouriteprogramsforruralresidentCELEBRITI
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