内容文本教案plan format-region sd

1、Commercial Plan BGT 2014商务计划 2014预算Presenter: 宋雪梅Date:2013.12仅供内部使用BUN Region ShandongCommercial PlanAgendaReview 2013DreamAnalyze Current MarketIdentify 2014 Focuses & Strategies2014 P&L and CalendarRTM Model - Build InfrastructurePrice and PortfolioTrade MarketingHelp RequestKPI2013 LE201420152016

2、0.73%Share0.94%1.14%1.7%Key ActionsVolume254KHL330KHL400KHL500KHL20120.47%163.8KHL76KHL/30%Volume growth70KHL/21%100KHL/25%90.3KHL/55%10KHL/6.5%Successful launch and distribution of Killer SKU deliver the 72% increase of HRB other family vs. 2012.HICE realized 40% increase in CR.Bud increased 26% co

3、mpared with last year.Further develop CR channel: HICE +40%HRB QS +80%Bud BBT +40%Develop core counties and further explore Zibo.Eliminate blank market and increase counties coverage.Maintain the market share in NL and KA. Focus on TOP clients.Further increase market share in Zibo and core counties.

4、Improve CR coverage and volume by the product portfolio: HICE and Killer SKU.Set up W.S network and further completed people assignment.Launched WK CAN 500(1*12) in new package.DreamBreakthrough in Zibos market share.Replicate the best practice of the core county model in Shandong.Breakthrough in co

5、re cities CR.4 SD territories with different ABI Strategic PositionStrategic Position Info.DreamAggressive Attack : Carry out core county model, aiming at increasing CR&TT coverage, in eight core counties.Zibo acts as a protective screen to prevent QD from flowing into other province.Medium Attack:

6、Develop CR and enlarge coverage of counties by the Killer SKU.Eliminate blank NL market.Opportunities: Continue to improve Bud volume in NL in eastern area. Improve Bud & HICE volume in CR.Develop direct delivery in KA. Jinan: develop all channels with focus on NL&CR&KA.Jinan & liao: Middle: Eastern

7、: Southwestern: SD sales RegionMedium AttackOpportunisticAttackWHQDYTWFRZLYZZHZ JNTALWZBDYBZDZLCJN2014 Vol：142KHLABI: 1.8%2014 Vol：130KHLABI: 0.9%2014 Vol：59KHLABI: 0.5%Core CountiesDreamStrategyAction / InitiativesEight core counties including GuanxianZiboAggressiveAttackAreaDevelop premium W.S and

8、 distributors in CR&TT to improve POC coverage, portfolio distribution, PBO and POC locked-up.Initialize core city model in Zibo. Prioritize in the exploration of NL&CR&KA RTM. Swiftly improve NL&KA distribution coverage. Try to make a breakthrough in AB.MediumAttackYantai, Weihai and WeifangQingdao

9、JinanOpportunitiesFurther develop NL high-end market in Dongying and Linyi. For Dongying, also develop CR high-end market.For the other five cities, prioritize in developing downtown CR and uncovered NL. Besides, improve coverage of counties surrounding the city.YT&WF&WH: Further develop downtown NL

10、 high-end market.Increase HICE volume in CR and KADD volume.Improve counties CR&NL volume.QD: Increase Bud volume especially in NL.Develop direct delivery in KA.JN: Exploit B-KTV&low-end NL.Launch the Killer SKU in CR and effectively improve portfolio distribution. Increase margin output in KA.Dongy

11、ing&LinyiBinzhou, Taian, Jining, Zaozhuang, and RizhaoAgendaReview 2013DreamAnalyze Current MarketIdentify 2014 Focuses & Strategies2014 P&L and CalendarRTM Model - Build InfrastructurePrice and PortfolioTrade MarketingHelp Request2013 SummaryTotal volume: +55%Bud +26%HICE +40%HRB other family +72%A

12、chieved the goal of budgeted MACO/HL and %SAL/NR.Effective sales force management.Added 45 more active W.S to 125, +36% vs. 2012. Improvement in project management:Successful launch of Killer SKU and exploration of core county model has disrupted competitors price system.Developed three KADD: Da Run

13、 Fa, Jia Jia Yue and Wei Bai which contributed to 7.5% of total volume in Shandong.Added19 counties to 39 in Blueprint. Total volume increased by 200%.QD high exclusiveness slowed down our expansion in CR.Less competitive in CR compared with the QDs resource input.The quality of W.S still needs impr

14、ovement. Due to relatively low recognition in Shandong, we have limited choice of available and qualified W.S.(+) POSITIVES(-) NEGATIVESAgendaReview 2013DreamAnalyze Current MarketIdentify 2014 Focuses & Strategies2014 P&L and CalendarRTM Model - Build InfrastructurePrice and PortfolioTrade Marketin

15、gHelp RequestCapacity 2013 (Total Cap:35000 KHL)Brand (KHL)BreweriesCapacity(KHL)Brand (KHL)BreweriesCapacity (KHL) ABInbev0254 Tsingtao1623,146 Snow32,600 Yanjing32,500 Yinmai14,000 Taishan21,000 kedaier1200 Lvlansha11,300 Total2735,000Region Key Indicators# Population 2013 (000)96,840,000 GDP 2013

16、 (Mil RMB) 5,001,300 Per Capita GDP (RMB) 201351645 Beer Market Size 2013 (KHL)35000 Per Capita Beer Cons. (HL)0.36# ABI Volume 2013 (KHL)254# ABI Market Share0.73%RegionMarket Size (KHL)Qingdao4620Jinan4000Yantai3000Linyi3000Heze2800Region Beer Market Size (35000 KHL)Map with breweriesRegion Geogra

17、phical MapCapacity 2013 (Total Cap:35000KHL)DZLCHZJNZZLYRZTALWJNZBWFBZDYQDYTWH2013 Region Market Map -SegmentChannelRegion Market Map by SegmentAnalysis of Segment MapTotal market share is 0.73% and volume is 254 KHL. Expect to increase market share to 0.94% by 2014 with the estimated volume reachin

18、g 330KHL.Premium：Bud SBTs potential is constrained due to limited market share of foreigh brands SBT. QD GD BBT has very high market share. Focus on improving Bud volume in CR.Core+：Develop CR W.S.Core：Increase Killer SKUs volume by 42KHL.2013Region Market Map -SegmentChannelTotal market share is 0,

19、73% and volume is 254 KHL.Except NL, other channels have very low market share. Increase market share to 0.94% by 2014 esp. in CR&KA&TT.AgendaReview 2013DreamAnalyze Current MarketIdentify 2014 Focuses & Strategies2014 P&L and CalendarRTM Model - Build InfrastructurePrice and PortfolioTrade Marketin

20、gHelp Request2014 Business Strategy-Opportunities and ThreatsConsumers prefer QD Draft to Bud and prefer QD or local brands to Harbin. It takes time and more investment to increase consumers recognition.Provide better compensation to attract qualified M1s to assit in opening-up and maintainance of k

21、ey POCs.Challenge in developing premium CR W.S due to high exclusiveness of competitors, low brand recognition and competitors monopoly in W.S.OpportunitiesThreatsGreat opportunities in counties: Develop all channels in eight core counties.Improve CR volume and coverage in 34 counties of which the v

22、olume is above 10k cases.Develop RTM in 33 other counties and 19 newly explored counties.CR: Distribute the portfolio of Bud&HICE&QS. Develop premium W.S and Tier2 W.S.Innovate distribution&volume-keeping&POC locked-up model.KA: Exploit and maintain direct delivery and TOP POC to improve KA coverage

23、.Better product distribution/promotion/display etc.2014 Action Plan2014 Commercial KPIStrategyAction Plan Total volume +30%Bud volume +20%HICE volume +40%HRB OTH volume +30%.Prioritize in developing counties CR via product portfolio.Develop NL high-end market.Realize full coverage of KA TOP10 system

24、.Explore core city model in Zibo.1.a. For core counties: deeply expand the channels and promote the successful model of Guanxian.1.b. For 34 counties of which the volume is above 10k cases and 33 other counties: facilitate premium CR W.S and develop Tier2 dealers in counties to achieve 45% increase

25、in total volume including increase of Tier1 dealers by 19 and Tier2 dealers by 30.1.c.For 19 newly explored counties: target in establishment of CR RTM. Increase 10 dealers and 25 distributors to achieve increase in total volume by 6.7KHL.2.a. Expand Buds market share in JN/QD/ZB/YTs high-end NL.2.b

26、. Further exploit NL market in other cities.3.a. Develop Liqun and Tongyi Yinzuo as our KDD.3.b. Enhance distribution/promotion/display in TOP KA to improve brand image.4.a. Improve NL&KA coverage within a short time and try to make a breakthrough in AB channel.4.b. Disrupt local brand-Lvlansha. Avo

27、id QDs expansion into this market.AgendaReview 2013DreamAnalyze Current MarketIdentify 2014 Focuses & Strategies2014 P&L, Time Series and Routine ManagerRTM Model - Build InfrastructurePrice and PortfolioTrade MarketingHelp Request2014 Region Shandong Forecast P&LNote:MACO/HL decreases to 132 yuan/H

28、L due to brand mix change.Brand mix change: Bud 19% 17%Bud BBT 9% 14%Killer SKU 17% 28%QS BBT 9% 20%, of which MACO/HL is 19 yuan/HL.2014 Time Series Total VolumeThrough Dec-12EXAMPLEThrough Dec-12EXAMPLE2014 Time Series BudThrough Dec-12EXAMPLE2014 Time Series HICEThrough Dec-12EXAMPLE2014 Time Ser

29、ies HRB Others2013 Total volume and KPIs Main initiatives to drive volume:Distributions increase by 3058; POCs increase by 3503. NL(mainly low-end NL) increase by 300; CR increase by 1743; TT&KA increase by 1460.Add 200 buyout POCs mainly in CR.Add 40 Tier1 W.S mainly downtown and county CR W.S.Agen

30、daReview 2013DreamAnalyze Current MarketIdentify 2014 Focuses & Strategies2014 P&L, Time Series and Routine ManagerRTM Model - Build InfrastructurePrice and PortfolioTrade MarketingHelp Request2013NL x 21CR x 23T2 x 24T2 x 2ABI RTM StructureNL500CR1702TT1000KA240All23552542014ABI RTM Structure617(NL

31、)14(CR)38(KA)12(KA)18(County)M1M2M346Vol.POC2nd WST1110Ttl.200150Ttl.13713532939023378223772637UniversalPOC37%5.8%4.3%7.5%3.2%Coverage POC2768627686T2 x 23TT x 14County x 57KA x 17T2 x 80T2 x 8764330NL x 23CR x 28T2 x 40T2 x 6NL800CR2500TT1400KA600All400059%8.5%6%27%6%T2 x 25TTx 17County x 85KA x 17

32、T2 x 120T2 x 177(TT)515(NL)14(CR)38(KA)10(KA)22(County)569447(TT)Region Shandong RTM Model 13532939023378223772637AgendaReview 2013DreamAnalyze Current MarketIdentify 2014 Focuses & Strategies2014 P&L, Time Series and Routine ManagerRTM Model - Build InfrastructurePrice and PortfolioTrade MarketingH

33、elp RequestNLABCDTTCOMPETITIONABIPTC +PTC -PTC 12Newly added productPTC 8PTC 13PTC 12PTC 15PTC 12PTC 8PTC 12PTC 12PTC 8PTC 8PTC 10PTC 6PTC 5PTC 10PTC 6PTC 6PTC 5PTC 7.5PTC 4.5PTC 4PTC 3.3PTC 4PTC 3PTC 3.3PTC 3.2AB: Bud GD BBT 500+HICE GD BBT 500+HICE 500CD:HICE GD BBT 500+HICE 500+Harbin BS BBT 500T

34、T: Bud CAN 500+HICE BBT 600(1*6)+WK CAN 500+Harbin BS CAN 5002014 Product StrategyPTC 7PTC 10PTC 7PTC 13PTC 50PTC 10PTC 20AgendaReview 2013DreamAnalyze Current MarketIdentify 2014 Focuses & Strategies2014 P&L, Time Series and Routine ManagerRTM Model - Build InfrastructurePrice and PortfolioTrade Ma

35、rketingBackup SlidesBUN Marketing CalendarEXAMPLE2014 Business Plan-Sales ProgramOpportunities:Estimated 20% increase of Bud volume via salesperson promotion/display/consumer promotion/POCM in weighted POCs and expansion of Bud POCs.Estimated 40% increase of HICE volume via increase of UTC/BOF.2014

36、Business Plan-ChannelsOpportunities:Focus on key market for Yingjia.Focus on TOP POCs in core cities for UP.Prioritize in Key project in KTV to improve brand image in high-end KTV.创新产品分销点数2012 实际2013 LE2014 预算2013 LE vs 20122014 BGT vs 2013 LE百威金尊 - - 50 百威铝瓶473 8 12 24 50%100%百威铝瓶355 - - 48 百威桶啤 10

37、 22 44 120%100%哈尔滨冰樽纯生 29 100 130 245%30%Stella 桶啤 - - - Stella 瓶啤 - - - 创新产品单点销量（单位：箱/月）2012 实际2013 LE2014 预算2013 LE vs 20122014 BGT vs 2013 LE百威金尊 - - 10 百威铝瓶473 18 12 9 -33%-25%百威铝瓶355 - - 15 百威桶啤 21 10 8 -51%-22%哈尔滨冰樽纯生 10 15 15 50%0%Stella 桶啤 - - - Stella 瓶啤 - - - 2014 Business Plan-Innovative ProductsOpportunities:Double Bud ALU 473 POCs #Double Bud KEG POCs #HICE GD：enhance product portfolio in AB&C+, increase POCs by 30%.Launch Bud Supreme in JN and ZB.Launch Bud ALU 355 in JN, QD, ZB, LY and YT.AgendaReview 2