市场营销案例-非常可乐PPT文档格式.pptx

1、5-Forces analysisWHAT IS FUTURE COLA?Future Cola is a cola-flavored carbonate beverage manufactured by Hangzhou Wahaha.In 1988,Wahaha launched its Future Cola to directly compete with Coke and Pepsi.Due to its lower price and favorable policy for distributors,Wahaha sold 620,000 tons of Future Cola

2、in 2002,accounting for 12%of Chinas carbonated beverage market.This was close to the market share of Pepsi in China.While Coke and Pepsi dominated the urban areas of China,Future Cola controlled the nations countryside.Importance of Future Cola as national brand to compete against the world leaders,

3、Coca Cola and Pepsi.The flavor has been modified according to the Chinese taste.Types of Future Cola:Regular Future ColaKids Cola（caffeine free）Future Coffee Cola1.Company overviewCONTEXT:PEST ANALYSISPOLITICAL FACTORStable political situationGovernment policies favor national companiesWTO:lifted fo

4、reign investment restrictions intensify domestic competitionsECONOMICAL FACTORSecond largest economy worldwideExceptional GDP growth rateIncreasing purchasing powerBooming marketSOCIAL FACTORLarge populationImproved life quality and living standardSoft drinks as fashionable trendTECHNOLOGICAL FACTOR

5、Innovations in computerized technology could affect the bottling process,which involves specialized,high-speed lines 1.Company overviewCOMPETITORS:PORTERS 5 FORCESRIVALRY AMONG EXISTING COMPETITORS:MEDIUMFragmented industry:total output of ten major soft drinks producers（Coke and Pepsi included）acco

6、unts for 63%of national outputHigh growth markets potential:10%annual growth rate expected over the next 10 yearsBARGAINING POWER OF BUYERS:HIGHSwitching costs are low for consumers who risk very little by trying new brands or beverages BARGAINING POWER OF SUPPLIERS:LOWConcentrated producersBottlers

7、 are locked into contracts that grant CPs the right to set prices and other terms of saleTHREAT OF SUBSTITUTES:MEDIUM/HIGHjuice drinks,sports drinks,tea-based drinks,dairy-based drinks,bottled water Consumer trends shifting away from original product lines for health reasonsTHREAT OF NEW ENTRANTS:HI

8、GHAlishan Zhonghua Cola,Yanjing Cola,Jianlibaos Huating ColaNeed for high advertisement expenses but technical requirements relatively low 1.Company overview2.What are the characteristics of Future Colas customers?Customer analysisComparison with Coca Cola and Pepsi target customerCUSTOMER RELATIONS

9、HIPCONSUMER PERCEPTION“Customers see the world through the lens of perceptions and their preferences are based on those perceptions”-Lens Model Perceptions are affected by the context and context can be influenced with 4Ps of marketing.Low PRICE HighLowHighBRAND INTERNATIONAL REPUTATION2.Customer an

10、alysis“A TYPICAL”FUTURE COLA CUSTOMERFACTORSFUTURE COLACOCA PEPSIDEMOGRAPHIC AGE Mainly young,also including middle-agesYoung EDUCATION LEVELRelative low Relative HighGEOGRAPHICALREGION.Rural region.Third and forth tier citiesBig cities PURCHASING PLACE.Wholesale distributors.Street shopSupermarket,

11、convenience store CONSUMING HABITSANNUAL INCOME 5919 RMB19109 RMBPRICE SENSITIVITY Price sensitive Bear the price volatilityFREQUENCY Family unions or other special occasions Daily consumptionENTERTAINMENT.Televisions（limited）.Televisions,internet.Sports（more diversified）VALUE RECOGNITION Nationalis

12、m,unity,happiness Long history,sports,energeticVitality,sports,passion,2.Customer analysis3.How did Future Cola successfully seize its market from Coke and Pepsi?4Ps frameworkSEIZING THE MARKETMarket SharesFuture cola shares about 15%of soft drink market:next to Coca Cola and better than Pepsi.Summe

13、r 1999The growth rate slows down.Its market share remains between 12%to 15%.After 2001Coca Cola held a 24 percent market share,whilst Future Colas market share is 70%of that of Pepsi.20033.How did future cola successfully seize its market?SEIZING THE MARKETPRODUCTTASTE:IMITATION STRATEGYTaste and co

14、lor are close to international colasWITH LOCAL ADAPTATIONSweeter and stronger than other colasHigh R&D expenditure,worldwide taste testsCooperation with domestic flavor producersBUT3.How did future cola successfully seize its market?SEIZING THE MARKETPLACE-CHANNELTARGET MARKET:RURAL AREASThird and f

15、ourth tier market（towns and villages）not reached by Coke and PepsiGreat consumption capacity but low consumption rate Increasing demand for beveragesMass communication made rural population more accessibleUnderstaning of local needs by CEO ZongDISTRIBUTION CHANNELS:“JOINT MARKETING STRATEGY”Partners

16、hip with local distributors（logistic service,inventory,capital fund,delivery）Over than 1000 first tier wholesalersOffices in more than 30 provinces with 2000 sales staff,which collects information from the marketLocal departments for protecting interest of local distributor3.How did future cola successfully seize its market?HUGE TV CAMPAIGNFocused on CCTV:favourite programs for rural residentCELEBRITI