可口可乐市场营销真实操作牌销量回顾与发展(1)

Content•2002MarketReview&Observation–2002MarketOverview•EconomicEnvironmentReview•BeverageIndustrialDemandandSupply•BottlerCapacities•2002SalesReview-Jan-Sepsalesreview-Salesreviewbybrand-Salesreviewbypackage-Salesreviewbyregion-Salesreviewbychannel-POMsalesreview•KeyProgramReview–CompetitionReview•MarketShareandDistribution•TVCMediaSpending•CCT•Pricing•ColdDrinkEquipment–Hitsfor2003Content•2003BusinessPlan–VolObjectives&DME–SWOT–Strategy–Priorities–SalesBudgetandDMEAllocation–MainChannelDevelopment–MarketingCalendar•AppendixEconomicEnvironmentReviewYr200101Vs00+/-%Yr200101Vs00+/-%Guangzhou9,94242,82710.7%11,4675.2%Shenzhen7,00943,3555.2%Shantou4,67110,0772.4%7,5842.8%Shaoguan2,73517,56510.9%6,32210.5%Heyuan2,26637,6077.6%Meizhou3,8027,4057.2%6,0963.3%Huizhou3,21637,6074.3%8,8787.4%Shanwei2,4535,2113.6%Dongguan6,44637,77716.9%16,938Foshan5,33835,1725.6%10,32713.6%Qingyuan3,1477,4435.4%Chaozhou2,40213,1493.1%6,5414.7%Jieyang5,23711,6558.4%5,5543.3%PerCapitaDisposableIncomeArea2001PopulationPerCapitaGDP•DGhavethehighestpercapitadisposableincome.•ComparingwithGZconsumptionVSGDPstatus,SZ,DG,YDandYBhavehighgrowthpotential.Considertoincreaseinvestment.*Source:•2002GuangdongStatisticalYearBook•BPDepartment01000020000300004000050000GZSZDGFSYDYBYuan0204060808ozGDPperCapitaPerCap.Consumption(8OZ)Note:2002GDPperCapitaisbasedonlatestinformationfromSwireGD.2002PerCapitaConsumptionofCCCLbeverageisbasedonLEsalesforecast2002PerCapitaGDPandConsumptionofCCCLBeverageEstimation75635561149Competition&TrendsTODAYWhoareourcompetitorsandwhataretheircompetitiveadvantages?•1.PCIisthekeycompetitorinCSD.Ithasstrongmarketingsupportandgoodsalesexecutioninmostchannels,especiallyinvestmentinTeen’smarketandmedia.2.PresidentisthemarketleaderinJuice&Teacategory.MasterKongisalsoakeymarketplayerinteamarket.Theyallhavehighbrandawarenessandgoodsalesdistribution.3.C’estbonisthedominantwaterbrandinGDterritory.Ithasstrongsalesnetwork,goodoff-takeandnowissupportedbyTV,Buspanel,Busstoppanel.4.GrandCanyon(大峡谷），Sunray(日之泉）,Fortune(福地)etc.waterbrandshaslowerpricestrategyandexistinGDmarketover5years.TheyhavegoodperformanceinGT&WSchannel.5.Yeo’sistheRBsoyamilkkeephighavailabilityinGTchannelandimpactCSDRBsales.Keymacrotrendsand/orexternalissuesthatneedtobeconsidered.•Privateconsumptionwillnotdevelopquicklyduetotheslowgrowthofruralincomesandconstrainedurbanspendinginthefaceofmountinguncertaintiesoveremploymentasindustrialrestructures.MostGDPgrowthiscurrentlygovernmentspendingdriven•Deflationtrendwhichhasresultedfromovercapacityandpricewarsbetweenmanufacturers&flatprivateconsumption.Whatarethekeyregulatoryissuesthatcouldaffectourbusiness?•The40thproclamationbyNationalEconomy&TradeCommitteeandNationalDevelopmentandPlanningCommitteeItindicatesthatconcentratepricingwillchangeinaccordancewithfinishedproductsmarketpricechanges.Anothermajorimpactwillbetheliftingofthe30%localbrandsrequirementforourbusiness.FurtherimpacttotheKOCSDbusinessremainsunknown.•PotentialSalesTaxonallcommercialbeverages(currentlyonlyCSDshavebeenmentioned)•InabilityofChinasystemtoprotectbrandnamesovercounterfeits•SZPCIarrangementWhatarethemajorbottler-relatedissuesthatcouldaffecttheplan?•Sales&distributionteamscannotfullysupportthecontinuousproduct(newpackage,newbrands)launches.•Instabilityofbottlersalesandsupervisorypersonnelwithturnoverratesbeinghigh.•KeycustomerrelationshipinbothGZandSZ.•Swirewillingnesstoinvestmorefundsintomarketcreatesopportunitytochangethebusinessmodel•SupervisoryskillsofsalesmanagementteamTotalBeverageMarketDevelopmentPlantMarketShareShare%37.234.918.58.50.9Vol%chgvs.01+8+26+22+194-25Other14%Coca-Cola43%Water(123MM)CSD(131MM)Tea(65MM)President40%Pepsi38%C’estbon26％KSF42%JianLiBao8%SportDrinks&OtherNCBOthers39%SSH&YTD1%Robust12%Others18%Other11%Qoo14%President36%Others20%Juice(30MM)Healthy12%KSF31%3MMDatasource:AcN02Jul.(GDbottlerterritory)SalesReviewinY2002ByMonthItemJanFebMarAprMayJunJulAugSepYTD2002Actual/LE2,4154,4594,5084,0175,1566,6916,2815,0848,36146,9712001Actual3,4193,8863,9573,2324,3155,1226,1535,3217,03142,43802Vs01%Chg-29%15%14%24%19%31%2%-4%19%11%2002ABP3,3045,1754,0544,5785,9348,5657,6716,8867,07053,237,96202LEVsABP+/-%-27%-14%11%-12%-13%-22%-18%-26%18%-12%SwireGroupGrowth-36%63%25%35%1%41%0%8%15%TotalChinaGrowth-28%64%12%15%15%23%7%8%13%2002SalesVolumeYTD-byMonthUnit:000U/CTYD02Sepsalevolumereaches46millionunitcases,11%higherthan2001sameperiod.JanandAughaveboughttheyear’sperformancedown.OnlyJan,MayandJulexceedSwireGroupmonthlygrowth.SalesReviewByBrand2002SalesVol-byBrandCSD3%growthduetoSprite13%increaseCokeandSmartpulleddownCSD’sperformanceNCBshare9%oftotalvolume,and75%tototalgrowthcomingfromNCB.000u/cMix%000u/cMix%Variance%Chg%ChgMix%Coke26,41362%26,17956%-234-1%2%38%DietCoke/Light830%1280%4554%113%0.2%CokeLightwLemon-0%1980%198-0.3%Sprite11,89228%13,40729%1,51513%8%30.6%Fanta1,5824%1,7104%1288%10%9.9%Smart1,3703%1,0252%-345-25%-25%4.6%CSDTotal41,34097%42,64791%1,3073%3%84%Sensation-0%1,0962%1,096N/A-6.7%TYD-Water6822%2631%-419-61%-23%2.3%TYD-Tea18