美之源市场营销策略.docx

美之源市场营销策略.docx

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美之源市场营销策略

Contents

TheMarketingStrategyofMinuteMaid

1.ExecutiveSummary

Withinfourmonths,twonewMinuteMaidrepeating,"Thisisastone'sthrowthreebirds,"MinuteMaidwillnotonlypromotesales,increaseitsbrandinfluence,butalsotoprovetotheoutsideworld,withouttheHuiyuan,MinuteMaidbrandinfluenceandmarketingapproachescouldalsosupporttheCoca-ColainChina'sfruitjuice-atleastinlowconcentrationsjuicebusiness.MinuteMaidrecent"quietly"launchednewCtabletslemon,theproductalthoughnolarge-scalepromotions,thereisnoavalancheofpublicity,buthasgraduallystandonthemajorshoppingmalls,supermarkets,aconspicuouspositionthecounter.MinuteMaidsurfaceofthefatnew"lowprofile"butwellprepared.

May19,2009,MinuteMaidstartedthe"Howdoyoulovetoenjoy[MinuteMaidOrangeJuice]"themeactivities,alsoonthisday,theUnitedStatesforitsnewMinuteMaid,"ShuangGrape"Startingagrandreleaseoftheceremony.TheMaid-fatalthoughnotbeforethenew"tight",buttheindustrypointedoutthatthehairisalsotheexcuseisnewthemedevents.ItisunderstoodthattheactivitiesofthetopicstartingfromMayuntilOctober,butthetimingofstorepromotionsuntiltheendoftheyear.

2.CompanyDescription

MinuteMaidisaisaproductlineofbeverages,usuallyassociatedwithlemonadeororangejuice,butnowextendstosoftdrinksofmanykinds,includingHi-C.MinuteMaidwasthefirstcompanytomarketorangejuiceconcentrate,allowingittobedistributedthroughouttheUnitedStatesandservedyear-round.TheMinuteMaidcompanyisnowownedbyTheCoca-ColaCompany,andistheworld'slargestmarketeroffruitjuicesanddrinks.Thefirmopeneditsheadquartersat2150TownSquarePlaceinSugarLandTownSquareinSugarLand,Texas,UnitedStatesonFebruary16,2009;previouslyitwasheadquarteredat2000St.JamesPlace,locatednearTheGalleriainHouston.

TheCoca-ColaCompanyistheworld'slargestbeveragecompany,largestmanufacturer,distributorandmarketerofnon-alcoholicbeverageconcentratesandsyrupsintheworldandisoneofthelargestcorporationsintheUnitedStates.ThecompanyisbestknownforitsflagshipproductCoca-Cola,inventedbypharmacistJohnStithPembertonin1886.TheCoca-ColaCompanyisheadquarteredinAtlanta,Georgia.ItsstockislistedontheNYSEandispartofDJIAandS&P500.ItscurrentchairmanandCEOisMuhtarKent.

3.StrategicFocusandPlan

3.1Mission/vision

Mission:

Theywillreinvigorategrowthfortheircompany,andTheywillinspiretheirpeople.Likewise,Theirstrategyissimple:

Wewillaccomplishtheirgoalsbybuildingaportfolioofbrandedbeverages,anchoredintheicon,Coca-Cola®,andbyenablingsuperiormarketexecutiongloballyandlocally--aligningandleveragingthepowerofourglobalnetwork.

Theirmissiondeclaresourpurposeasacompany.Itservesasthestandardagainstwhichtheyweightheiractionanddecisions.Itisthefoundationofourmanifesto.

●Torefreshtheworldinbody,mindandspirit.

●Toimspiremomentsofpotimismthroughourbrandsandouractions.

●Tocreatevalueandmakeadifferenceeverywheretheyengage.

Vision:

Theirvisionguideseveryaspectofbusinessbydescribingwhattheyneedtoaccomplishinordertocontinueachievingsustainablegrowth.

●People:

Beingagreatplacetoworkwherepeopleareinspiredtobethebesttheycanbe.

●Portfolio:

Bringtotheworldaportfolioofqualitybeveragebrandsthatanticapateandsatisfypeople'sdrsiresandneeds.

●Partners:

Nurturingawinningnetworkofcustomersandsuppliers,togetherwecreatemutual,enduringvalue.

●Planet:

Beingarespomsiblecitizenthatmakesadifferencebyhelpingbuildandsupportsustainablecommunities.

●Profit:

Maximizinglong-termreturntoshareownerswhilebeingmindfulofouroverallresponsibilties.

3.2Goal

Useoftheexistingbrandtodevelopnewproducts.

3.3CoreCompetenceandSustainableCompetitiveAdvantage

Corecompetenceistogiveenterprisescompetitiveadvantagesofdifferenttechnicalsystems,organizationalmanagementsystemoforganicintegration.Brandisthecorecompetitivenessofthesynthesizeristhedifferencebetweenthemarketenterprisesonthemostimportantsign,butalsoconsumersmoneytovoteweathervane.Brandisakindofintangibleassetsofenterprises,theenterprisehasanimportantmeaning:

helpenterprisesandtheirproductstodistinguishcompetingproducts,helpingtheproductsalesandoccupationofthemarket,willhelpdevelopthebrandconsumersloyalty,willhelpdevelopnewproducts,savingthecostofnewproductsintothemarket.Brandstrategyistheenterprisestoenhancetheirbrandinfluencetacticsandstrategies.Brandinfluenceistodevelopthebrandinthemarketplace,andtheabilitytoprofit.Evaluationoftheinfluenceofthebasicindicatorsofthe