市场营销案例-非常可乐PPT文档格式.pptx

市场营销案例-非常可乐PPT文档格式.pptx

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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