可口可乐市场营销真实操作牌销量回顾与发展

可口可乐市场营销真实操作牌销量回顾与发展Content2002MarketReview&Observation2002MarketOverviewEconomicEnvironmentReviewBeverageIndustrialDemandandSupplyBottlerCapacities2002SalesReview

-Jan-Sepsalesreview-Salesreviewbybrand-Salesreviewbypackage-Salesreviewbyregion-Salesreviewbychannel -POMsalesreviewKeyProgramReviewCompetitionReviewMarketShareandDistributionTVCMediaSpendingCCTPricingColdDrinkEquipmentHitsfor2003Content2003BusinessPlanVolObjectives&DMESWOTStrategyPrioritiesSalesBudgetandDMEAllocationMainChannelDevelopmentMarketingCalendarAppendixEconomicEnvironmentReview

DGhavethehighestpercapitadisposableincome.

ComparingwithGZconsumptionVSGDPstatus,SZ,DG,YDandYBhavehighgrowthpotential.Considertoincreaseinvestment.*Source:2002GuangdongStatisticalYearBookBPDepartmentNote:2002GDPperCapitaisbasedonlatestinformationfromSwireGD.2002PerCapitaConsumptionofCCCLbeverageisbasedonLEsalesforecast2002PerCapitaGDPandConsumptionofCCCLBeverageEstimation75635561149Competition&Trends

TODAYWhoareourcompetitorsandwhataretheircompetitiveadvantages?

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.MostGDPgrowthiscurrentlygovernmentspendingdrivenDeflationtrendwhichhasresultedfromovercapacityandpricewarsbetweenmanufacturers&flatprivateconsumption.Whatarethekeyregulatoryissuesthatcouldaffectourbusiness?The40thproclamationbyNationalEconomy&TradeCommitteeandNationalDevelopmentandPlanningCommitteeItindicatesthatconcentratepricingwillchangeinaccordancewithfinishedproductsmarketpricechanges.Anothermajorimpactwillbetheliftingofthe30%localbrandsrequirementforourbusiness.FurtherimpacttotheKOCSDbusinessremainsunknown.PotentialSalesTaxonallcommercialbeverages(currentlyonlyCSDshavebeenmentioned)InabilityofChinasystemtoprotectbrandnamesovercounterfeitsSZPCIarrangement

Whatarethemajorbottler-relatedissuesthatcouldaffecttheplan?Sales&distributionteamscannotfullysupportthecontinuousproduct(newpackage,newbrands)launches.Instabilityofbottlersalesandsupervisorypersonnelwithturnoverratesbeinghigh.KeycustomerrelationshipinbothGZandSZ.SwirewillingnesstoinvestmorefundsintomarketcreatesopportunitytochangethebusinessmodelSupervisoryskillsofsalesmanagementteamTotalBeverageMarketDevelopmentPlantMarketShareShare%

37.234.918.58.50.9Vol%chgvs.01+8+26+22+194-25Other14%Coca-Cola43%Water(123MM)CSD(131MM)Tea(65MM)President40%Pepsi38%C’estbon

26％KSF42%JianLiBao8%SportDrinks&OtherNCBOthers

39%SSH&YTD1%Robust12%Others18%Other11%Qoo14%President36%Others20%Juice(30MM)Healthy12%KSF31%3MMDatasource:AcN02Jul.(GDbottlerterritory)SalesReviewinY2002

ByMonth2002SalesVolumeYTD-byMonthUnit:000U/CTYD02Sepsalevolumereaches46millionunitcases,11%higherthan2001sameperiod.JanandAughaveboughttheyear’sperformancedown.OnlyJan,MayandJulexceedSwireGroupmonthlygrowth.SalesReviewByBrand2002SalesVol-byBrandCSD3%growthduetoSprite13%increaseCokeandSmartpulleddownCSD’sperformanceNCBshare9%oftotalvolume,and75%tototalgrowthcomingfromNCB.CokeVolumeTrendVSProgramScheduleLaborDay2.3L,WorldCupandPETStoreprogramwerekeyvolumedrivingprogramsLackofsummerpromotiontodriveJulandAugvolumeOutofstockof2.3LbonuspackagetoatCNYimpactedvolumesignificantly.“It’sourturn”singleTVccaigndidn’tshowinvolumeinfluenceinP8.CokeLightVolumeTrendVSProgramScheduleLemonCokeLightdriveCokebrandtotalvolumegrowthNocannibalizationcausedbyLemonCokeLighttoCoke.SpriteVolumeTrendVSProgramScheduleLaborDay,MTVandmusiccustourandPETprogramsupportvolumeincrease.Summerpromotiondidn’tshowitsimpactonvolume.FantaVolumeTrendVSProgramScheduleLackofconsistentsupportcausevolumedecreaseinQ3CNY,HappyTwitsand2.3Lupsizeprogrampushedvolumegrowth.NoevidentgrowthcanbeenseenafterappleflavorlaunchPooravailabilityGZAvailabilitybyPackageSmartVolumeTrendVSProgramSchedule

VolumelowervsLYinallquarterexceptQ1.FewTVcsupportandnewgraphicsdoesn’thelpSmart’sbusiness.Pooravailabilityimpactingsales.SmartSalesReviewbyPackUnit:unitecase91%oftotalsalescametoSSSSdeclinedsharply,esp.CAN.QooVolumebyPackagebyMonthUnit:u/c500mliskeyvolumeSKU.NoimpacttootherSKUafterCANlaunch.1.5Lshowhighpotentialwithcontinuousgrowthtrend.Nocannibalizationcausedby340CAN.340CANlaunchNCBSalesReviewbyPackageUnit:Unitcase

QooisthemainvolumecontributorofNCBin2002;Sensationisanotherincrementalvolumesource;TYDwatersufferedbysupplyprobleminthisyear;Noteabrand

SummaryofBrandsKeyIssueCokebranddecline.CokeSSiskeyvolumeissueofCSD.FantalackofconsistentsupportLesssupportforSmartNCBlackofstrongwaterandteabrandOpportunityCSDmarketgrow8%YTDRefreshCokebrand.CokeCANisthe1stprioryfordevelopmentbasedon22.3%oftotalvolumeSpritehascontinuegrewwithahigherrateinCSDsegmentbasedonCAN,1.25Land2L/.2.3Lincrease.PromoteLemonCokeLightFantagotgrowthby2L/2.3L.Itneedscontinuoussupport.KeepQoobrandfreshnessthroughnewflavorlaunch.StrengthenwaterbrandLaunchnewteabrand最为命运所屈辱的人，只要还抱有希望，便无所怨惧。这个世界并不在乎你的自尊，只在乎你做出来的成绩，然后再去强调你的感受。4月-254月-2515:02以爱为凝聚力的公司比靠畏惧维系的公司要稳固得多。珍惜今天的拥有，明天才会富有。一个公司要发展迅速得力于聘用好的人才，尤其是需要聪明的人才。3岁前后严格管理，做孩子的家长；13岁前后逐步放手，做孩子的朋友。有效的教育是先严后松，无效的教育是先松后严。有效的激励是朝五晚九，无效的激励是朝九晚五。4月-254月-2515:024月-25怀疑和否定之海，围绕着人们小小的岛屿，而信念则鞭策人，使人勇敢面对未知的前途。4月-254月-254月-254月-25对人才的运用，仅仅限于收罗是远远不够的，重要的是对人才不仅要善于识别其长处，而且要敢于大胆地使用，以让其充分显示自己的才能。微软公司在用人上所表现出的胆略与气魄是别的公司无可比拟的。因为有了感谢之心，才能引发惜物及谦虚之心，使生活充满欢乐，心理保持平衡，在待人接物时自然能免去许多无谓的对抗与争执。只有一条路不能选择15:02:5815:02:58一个人在科学探索的道路上，走过弯路，犯过错误，并不是坏事，更不是什么耻辱，要在实践中勇于承认和改正错误。业精于勤，荒于嬉。4月-254月-252015:02:584月-25合作是一切团队繁荣的根本。我知道什么是劳动:劳动是世界上一切欢乐和一切美好事情的源泉。世间没有一种具有真正价值的东西，可以不经过艰苦辛勤劳动而能够得