可口可乐公司市场分析报告.ppt

可口可乐公司市场分析报告.ppt

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Researchlaunchedfor:

TheCoca-ColaRetailingResearchCouncilLatinAmericaby:

McKinsey&CompanyInsidethemindsandpocketsofInsidethemindsandpocketsofInsidethemindsandpocketsofLatinAmericanconsumersLatinAmericanconsumersLatinAmericanconsumersHowconsumersbuildpriceperceptionanditsHowconsumersbuildpriceperceptionanditsHowconsumersbuildpriceperceptionanditsimpactonretailersimpactonretailersimpactonretailersTHECOCA-COLARETAILINGRESEARCHCOUNCILLATINAMERICATheCoca-ColaRetailingResearchCouncilLatinAmerica（CCRRC-LA）isdedicatedtodevelopingabetterunderstandingofthefoodretailingandalliedmerchandisedistributionbusinessinLatinAmerica.Itconcentratesinidentifyingandthenstudyingselectedrelevantissues,presentingitsfindingstothemanufacturingandretailingcommunities,inordertoassistinthedevelopmentandenhancementofthefoodretailingbusiness.LatinAmericaCouncilMembersJonathanBergerCIESUSAHowardButtIIIHEBMexicoGuillermoDAndreaCouncilResearchDirectorAnaMariaDinizGrupoPaodeAcucarBrazilPauloGoelzerIGA,Inc.BrazilAntonioCotoGutierrezDiaInternacionalArgentinaTimHammondsFMIUSANicolsIbezD&SChileGonzaloRestrepoxitoColombiaEduardoCastroWrightWal*MartMexico1REVIEWINGTHESTUDYGOALSANDOBJECTIVESUnderstandthedriversofconsumerpriceperceptioninLatinAmericaOverallgoalsandfocuslevelSpecificobjectivesUnderstandtheimplicationsofpricingapproachesonretailersandmanufacturersUnderstandhighlevelimplicationsforretailersintermsoforganization,supplychainandvendorrelationsUnderstandhighlevelimplicationsformanufacturersintermsofcapabilitiesandrequirementstodeliverunderdifferentretailerpriceapproaches*Source:

TeamanalysisMatchconsumerpriceperceptionwithrealitytounderstandwhicharethemosteffectiveleversforretailersUnderstandtherelativeimportanceofdifferentdriversofconsumerpriceperception,acrossmajorconsumersegments,productcategories,shoppingoccasions*andselectedmarketsUnderstandhowpriceranksamongthekeyfactorsintheconsumerpreferredstoreselectionprocess*10%ofstudyfocus90%ofstudyfocus2THESTUDYLEVERAGEDTHREEMAINSOURCESOFINFORMATION*ACNielsenconductedthefocusgroupsinSoPauloandthefieldresearchinallfivemarketsSource:

Teamanalysis15in-depthinterviewswithexecutivesofkeyretailersintheregionMethodologyQualitativesurveyFocusgroupstotestinitialhypothesisQuantitativesurvey3,000,30-minuteinterviewsCorrelateconsumerresearchresultswithACNielsenscantrackinformationUnderstandretailerperspectiveonconsumerpriceperceptionObjectiveCaptureinsightsonconsumerpriceperceptionSegmentconsumersEnrichfindingswithACNielsenproprietarydatabasesMatchpriceperceptionwithactualpricesIn-depthinterviewsConsumersurvey*ACNielsendatabase3CONSUMERSURVEYDETAILSSource:

ACNielsen,teamanalysisBogot673consumersurveys6retailers（90%marketshare）30categories（3,500SKUs）Santiago600consumersurveys11retailers（95%marketshare）30categories（3,700SKUs）BuenosAires600consumersurveys11retailers（70%marketshare）33categories（2,500SKUs）SoPaulo600consumersurveys13retailers（87%ofthemarket）30categories（2,500SKUs）MexicoCity612consumersurveys6retailers（90%marketshare）30categories（3,000SKUs）4ONLYCONSUMERSWHOSHOPREGULARLYINATLEASTONEMODERNFORMATSTOREARERELEVANTFOROURANALYSIS*Includeshypermarkets,supermarkets,mini-marketsandsuburbansupermarketsSource:

TeamanalysisConsideredforouranalysisConsumerswhoonlyshopintraditionalformatConsumerswhoshopinitleastonemodernformat*storeregularlyTypicallylow-endconsumersUsefultogaininsightsonthelow-endmarket,alreadystudiedbyCCRRCAnalysismoreusefulinastudytoincreasethepenetrationofmodernformat,whatisnotthescopeofthisprojectPrimarypopulationofinterestfortheCCRRCOnlyrespondentsabletoprovideanswersandcrossabledatafor:

AccuracyofpriceperceptionPriceperceptiondriversformodernformatEffectivenessofpromotionalactivityinpriceperceptionbuildingOursampleisrepresentativeofmodernformatshoppers521-34years35-49years50+yearsTHECONSUMERSURVEYISREPRESENTATIVEOFTHEMAINSOCIO-ECONOMICCLASSESANDAGEGROUPSAge*BasedonACNielsensocio-economicclassificationforeachmarketSource:

Consumersurvey%MiddleLowHighSocio-economicclass*Resultstakeintoaccountthebehaviorandattitudesoflowincomeconsumers6Source:

ACNielsen,NationalMarketingAssociationsofeachcountryCOUNTRY-LEVELACCEPTEDSTANDARDSGUIDEDOURINCOMELEVELCLASSIFICATIONWeadoptedtheprinciplessuggestedbytheNationalMarketingAssociationsofeachcountryHighincomeMiddleincomeLowincomeSoPauloBuenosAiresMexicoD.F.SantiagoBogotAABC1ABC+ABC1ClasealtaClasemdiaaltaBCC2C3CC2C3ClasemdiaDED1D2ED/EDClasebaja67%ofmodernformatshoppersinSoPaulobelongtoclassesBandC,classifie