客户联合发展计划.pptx

Click to edit Master title style,VC-P.,#,客户的徽标,C,ustomers Logo,2009,年联合,发展,计划,2009 Joint Business Plan,日期,Date:,客户的徽标,C,ustomers Logo,2008,市场概览,2008,Market Overview,200,8,业务回顾,2008,Business Review,200,8,成功,因素,/,潜在的,商机,2008,Key Success/Areas of Opportunities,200,9,主要,策略,2,009,Key Strategies,200,9,商业,目标,2,009 Business Target,Q,&A,AOB,议程,Agenda,2008,市场概览,2008,Market Overview,Food,Non-Food MAT August 08 Value Growth Rate in National Total,全国 食品类和非食品类,MAT Aug08,销售额增长率,食品品类的高增长率推动了全国快速消费品的快速增长,由总部更新和提供,例子（,1,）全国性的数据,Non-Food,非食品,MAT Aug08,销售额增长率,15,Food,食品,MAT Aug08,销售额增长率,26,饮料品类的增长率落后于整体食品品类，但其两位数的增长率仍十分乐观,由总部更新和提供,碳酸饮料，即饮茶和果汁的高增长率可以排除通货膨胀的影响,由总部更新和提供,Sales Volume(000 Unit Case),Sales Volume(000 Unit Case),GZ Volume,Total NARTD:+15.2%,SZ Volume,+16.4%,-4.8%,+3.9%,+14.9%,+6.8%,-2.5%,+24.7%,+23.4%,+22.6%,Total Sparkling/Juice/RTDT:+23.2%,Total Sparkling/Juice/RTDT:+1.6%,Total Sparkling/Juice/RTDT:+21.2%,GD Volume,Total NARTD:+3.0%,+23.4%,-1.3%,+9.0%,+25.6%,+23.1%,+19.4%,广州市场，碳酸饮料出现负增长，果汁和茶饮料仍保持健康的增幅；深圳市场，三大饮料品类都有茁壮成长，增幅也较接近,由总部更新和提供,例子（,2,）地区性的数据,TCCC,PCI,MAT TY Volume Importance,President,Ting Hsin,与主要竞争对手相比，,TCCC,具有更合理的跨品类分布；形成以碳酸饮料为主，同时在快速增长的茶,/,果汁饮料也占据重要地位的全面的饮料公司,由总部更新和提供,Guangzhou,Shenzhen,MAT Aug.08 Volume Share,Share Chg.,TCCC,在,3,大主要饮料品类表现良好，,RTDT,当成为继续努力的方向,由总部更新和提供,Volume Share Development,Sparkling,碳酸饮料,Sources:ACNielsen Beverages Monitor(Modern Trade),评论,/,聚焦,.,Comments/Highlights,由总部更新和提供,Volume Share Development,Juice,果汁,Sources:ACNielsen Beverages Monitor(Modern Trade),评论,/,聚焦,.,Comments/Highlights,由总部更新和提供,Volume Share Development,RTD Tea,茶,Sources:ACNielsen Beverages Monitor(Modern Trade),评论,/,聚焦,.,Comments/Highlights,由总部更新和提供,Sour Milk Beverages:,酸奶饮料：,-Since this is more consumed as a beverage rather than core dairy(hence,more like a daily necessity),it easier to stop drinking esp.during the crisis.-,鉴于这是饮料，而不是核心,奶,品,，,在危机期间,更容易,被,停止饮,用,。,-Alternative categories are likely to be Juice,CSD,Tea.-,替代类别,有,果汁，碳酸饮料，茶。,Alternative Categories,替代类别,Juice,Carbonated drinks,Tea,Soy,Soy milk,White milk,Yogurt&Yogurt drink,Milk powder,%,%,-,14%,will stop drinking,highest across dairy categories.,例子（,3,）消费者调查,由总部更新和提供,Soy Milk/Soy:,豆奶,/,豆浆,:,-Soy is perceived to be the main alternative within Dairy/soy category,but this is still less prominent than other non-dairy categories(esp.Juice,CSD),KO already has presence.-,在,奶,品,/,豆浆类别,，,豆浆,被应为是主要选择,，但是,相对,其他非乳制品类（尤其是,KO,已经存在,的,果汁，碳酸饮料）较,为,暧息,。,由总部更新和提供,Soy Milk/Soy:,豆奶,/,豆浆,:,-Among those who claim will switch to soy,soy milk powder and homemade soy seem to be more preferred than RTD.-,对,转换饮,用,豆浆,的,消费,者,，相对,即饮用包装,，,豆奶粉和自制豆浆,是,较喜爱,的,模式,Format of soy milk to consume,in future,Q9a,未来豆奶消费,模式,Format of soy to consume,in future,Q9b,未来豆浆消费,模式,Base:All who will consume 388,soy milk in the future,Base:All who will consume 730,soy in the future,Soy milk powder,Home-made,RTD,On premise,On street,Home-made,On premise,RTD,On street,Soy powder,%,%,由总部更新和提供,业务回顾,Bu,siness Review,i.,总体的,Total,ii.,碳酸饮料,Sparklingiii.,果汁,Juice iv.,茶,RTD Tea,v.,水,Water,增长,10.72%,XX,年度整体业绩表现,Customers,Total,Performance,增长,8.9%,评论,/,聚焦,.,Comments/Highlights,按照此格式，分析装瓶厂自身的表现,-CNY,2.25,新年加大装,/,买赠,-,酷儿特价促销,-,可乐新标,-,雀巢柠檬茶上市,-,芬达新瓶,-,金盖有奖促销,-,芬达零极限,-,金盖有奖促销,-,五一买赠,梅雨天气,-,周年庆,-,NBA,-,雪碧音乐,-,中秋,/,国庆加量装特价,-,酷儿,/,雀巢新口味,客户,每月,总销,量,Customers,Total Sales by Month,客户,全年表现,Customer,total sales,performance,:,+/-xxx%,渠,道表现,Channel,performance,:,+/-xxx%,客户,%change:62.25%0.73%17.77%5.45%17.32%0.50%-12.64%111.60%21.49%42.44%,其渠道,%change:xxx%xxx%xxx%xxx%xxx%xxx%xxx%xxx%xxx%xxx%,分区域分析,Customers,Total Sales by,Region,评论,/,聚焦,.,Comments/Highlights,Sales(unit cases),业务回顾,Bu,siness Review,i.,总体的,Total,ii.,碳酸饮料,Sparkling,iii.,果汁,Juice iv.,茶,RTD Tea,v.,水,Water,客户,碳酸饮料,每月各,品牌,的,销售,Customers Sparkling,Sales,by Brand,by Month,Volume(in EQU cases),评论,/,聚焦,.,Comments/Highlights,Sales(unit cases),按照此格式，分析装瓶厂自身的表现,Source:SCCHK Margin Minder,Coke,客户,其,渠道,6,P,+/-%,+/-%,4P,+/-%,+/-%,Single,+/-%,+/-%,2/2L,+,+/-%,+/-%,1.25L,+/-%,+/-%,500ml,+/-%,+/-%,Total,+/-%,+/-%,Zero logo,客户,其,渠道,6,P,+/-%,+/-%,4,P,+/-%,+/-%,Single,+/-%,+/-%,2/2L+,+/-%,+/-%,1.25L,+/-%,+/-%,500ml,+/-%,+/-%,Total,+/-%,+/-%,客户,其,渠道,Key Package e.g.Total Can 6P,+/-%,+/-,%,Total,Sparkling,+/-,%,+/-,%,客户,的表现与其,渠道,比较,Customers,Sparkling,Sales vs.,the,Channel,评论,/,聚焦,.,Comments/Highlights,按照此格式，分析装瓶厂自身的表现,Source:SCCHK Margin Minder,Sprite,客户,其,渠道,6,P,+/-%,+/-%,4P,+/-%,+/-%,Single,+/-%,+/-%,2/2L,+,+/-%,+/-%,1.25L,+/-%,+/-%,500ml,+/-%,+/-%,Total,+/-%,+/-%,Fanta logo,客户,其,渠道,6,P,+/-%,+/-%,4P,+/-%,+/-%,Single,+/-%,+/-%,2/2L,+,+/-%,+/-%,1.25L,+/-%,+/-%,500ml,+/-%,+/-%,Total,+/-%,+/-%,评论,/,聚焦,.,Comments/Highlights,客户,的表现与其,渠道,比较,Customers,Sparkling,Sales vs.,the,Channel,按照此格式，分析装瓶厂自身的表现,业务回顾,Bu,siness Review,i.,总体的,Totalii.,碳酸饮料,Sparkling,iii.,果汁,Juice,iv.,茶,RTD Tea,v.,水,Water,客户,的表现与,其他渠道,比较,Customers,Juice,Sales vs.other Channels,08,vs 0,7,客户,Hyper,Super,CVS,Swire,Minute Maid,+/-%,+/-%,+/-%,+/-%,+/-%,Qoo,+/-%,+/-%,+/-%,+/-%,+/-%,Juice,total,+/-%,+/-%,+/-%,+/-%,+/-%,评论,/,聚焦,.,Comments/Highlights,Minute Maid,每月表现,by Package,分包装,按照此格式，分析装瓶厂自身的表现,业务回顾,Bu,siness Review,i.,总体的,Totalii.,碳酸饮料,Sparklingiii.,果汁,Juice,iv.,茶,RTD Tea,v.,水,Water,客户,的表现与,其他渠道,比较,Customers RTD Tea Sales vs.other Channels,08,vs 0,7,客户,Hyper,Super,CVS,Swire,Nestea,+/-%,+/-%,+/-%,+/-%,+/-%,Original Leaf,+/-%,+/-%,+/-%,+/-%,+/-%,RTD Tea,total,+/-%,+/-%,+/-%,+/-%,+/-%,评论,/,聚焦,.,Comments/Highlights,各品牌每月表现,Monthly sales trend by brand,按照此格式，分析装瓶厂自身的表现,业务回顾,Bu,siness Review,i.,总体的,Totalii.,碳酸饮料,Sparklingiii.,果汁,Juice iv.,茶,RTD Tea,v.,水,Water,客户,的表现与,其他渠道,比较,Customers,Water,Sales vs.other Channels,08,vs 0,7,客户,Hyper,Super,CVS,Swire,TYD,+/-%,+/-%,+/-%,+/-%,+/-%,Sensation,+/-%,+/-%,+/-%,+/-%,+/-%,Ice Dew,+/-%,+/-%,+/-%,+/-%,+/-%,Water,total,+/-%,+/-%,+/-%,+/-%,+/-%,评论,/,聚焦,.,Comments/Highlights,各品牌每月表现,Monthly sales trend by brand,按照此格式，分析装瓶厂自身的表现,2008,成功,因素,/,潜在的,商机,2008 Key,Success/Areas of Opportunities,1,2,3,4,5,6,7,8,9,10,11,12,茶,、,水,RTD Tea,/Water,果汁,Juice,碳酸饮料,Sparkling,2008,成功,因素,2008 Key,Success,令人振奋的新产品开发,Exciting New Launch,例子,E.g.,新产品,在,客户推出,的情,況,、应响和,业绩,表现,Execution/impact/sales performance of the new product launch to the customer,2008,成功,因素,2008 Key,Success,令人振奋的新产品开发,Exciting New Launch,例子,E.g.,2008,成功,因素,2008,Key Success,引人注目的店内陈列,Attractive In-Store Display,例子,E.g.,2008,成功,因素,2008 K,ey Success,不停,的,消费者促销活动,Non-Stop,Consumer,Promotion,s,例子,E.g.,May,MM&Coke,5,月,果粒橙,/,可乐促销,Summer Wave I,夏季促销,-,第一波,Summer Wave II,夏季促销,-,第二波,Mar,Tea&Sprite,3,月,茶,/,雪碧促销,Back-to-School,返校促销,l,2008,成功,因素,2008 K,ey Success,显眼的,冰,柜,陈列,Prominent Cooler Display,显眼的,冰,柜,陈列,Prominent check out cooler,Before Merchandising,生动化前,After Merchandising,生动化后,例子,E.g.,潜在的,商机,Area of Opportunities Implementation of OBM Program,XXXXXXXX,下一步,Next Step:,例子,E.g.,Complete fact finding and identify,key opportunities,Prioritize opportunities,&define,key actions,Understand,shopper behaviour,in stores,潜在的,商机,Area of Opportunities,品类管理及消费者调研,Category Mgt and Consumer Research,例子,E.g.,XXXXXXXXXXXXXXXX,XXXXXXXXXXXX,下一步,Next Step:,潜在的,商机,Area of Opportunities,可持续项目,Sustainability Program,XXXXXXXXXXXXXXXX,XXXXXXXXXXXX,下一步,Next Step:,例子,E.g.,潜在的,商机,Area of Opportunities,密切的商业伙伴关系,Close Business Partnership,例子,E.g.,XXXXXXXXXXXXXXXX,XXXXXXXXXXXX,下一步,Next Step:,200,9,主要策略,2009,Key S,trategies,策略,Strategies:,200,9,主要策略,200,9,Key Strategies,例子,E.g.,扩大果汁市场,发展茶和水的需求,穩定碳酸飲料销售,i.,苏果定制全国活动,ii.,可口可乐,专题促销,例子,E.g.,穩定碳酸飲料销售,200,9,主要策略,200,9,Key Strategies,策略,strategies,战术,tactics,苏果定制全国活动,超市,CCMG Suguo Specific Promotions Super&Hyper,“,健康生活在苏果,”,Live Positively at Suguo,3-5,月,2009,在苏果社区,倡导健康,向上的生活方式,买可口可乐产品,得健康生活贴士,参加健康活动,消费者互动,周年庆促销,:,“,健康向上,活力无限,”,Anniversary Promotion,Live Positively with Dream Equipment Set,6,月,2009,买可口可乐产品,得活力运动装备,中秋国庆全国,DM,MAF&National Day DM Promotion,9,月,2009,推动节庆期间福利,/,家庭整箱购买销量,买可口可乐产品,得苏果购物卡,(,或礼品,),例子,E.g.,i.,苏果定制全国活动,ii.,可口可乐,专题促销,例子,E.g.,穩定碳酸飲料销售,200,9,主要策略,200,9,Key Strategies,策略,strategies,战术,tactics,整个背景板可分拆成,4,个部分，可根据堆头的大小分别组合成不同形式。,材料：,KT,板,尺寸按实际需要代定,200,9,可口可乐新年,促销,200,9,Coco-Cola Chinese New Year Promotion,例子,E.g.,200,9,可口可乐新年,促销,200,9,Coco-Cola Chinese New Year Promotion,例子,E.g.,例子,E.g.,扩大果汁市场,200,9,主要策略,200,9,Key Strategies,i.,新,产品发布,策略,strategies,战术,tactics,i.,新,产品发布,例子,E.g.,发展茶和水的需求,200,9,主要策略,200,9,Key Strategies,策略,strategies,战术,tactics,新街口苏果,黄金海岸苏果,兴隆苏果,定淮门苏果,盐城苏果,板桥苏果,原叶茶特型地堆,建议,200,9,原叶茶上市,200,9,Original Leaf Tea New Launch in Apr,例子,E.g.,为配合原叶茶新品上市促销，,建议,“,原叶茶,1,元券换购活动,”：,活动时间：,4,月,1,日,-5,月,31,日,活动模式：,活动形式,1,：,参与门店：南京所有苏果门店,消费者凭杂志、报纸的一元券剪角，可在苏果门店用一元钱购买,480ml,原叶茶一瓶。,活动形式,2,：,参与门店：,20,家苏果大型社区、卖场,消费者凭,2,个参加揭盖有奖的活动产品瓶盖或拉环，即可在这,20,家门店的原叶茶促销员处领取原叶茶苏果一元券,1,张，每人每店限,5,张，消费者可凭,1,元券在苏果换购,480ML,原叶茶。,原叶茶一元券促销,Original Leaf Tea Launch Promotion,例子,E.g.,1,2,3,4,5,6,7,8,9,10,11,12,2009,推广活动摘要,200,9 Promotion,Activity Summary,渠道,Channel,果汁,Juice,碳酸饮料,Sparkling,全国,National,茶,、,水,RTD Tea,/Water,1,2,3,4,5,6,7,8,9,10,11,12,新,产品,New Product,Coke Zero,Spritea(tbc),200,9,新,产品发布摘要,2009 New,Product Launch Summary,200,9,商业,目标,2,009 Business Target,2009,年销量增长目标：比,2008,年,+,xxx,2009,Target Growth:+,xxx,%in volume vs 200,8,xxx unit cases,200,9,商业目标,200,9,Business Target,2009,年,各,类别增长目标,：,2009,Target Growth Breakdown by Category:,200,9,商业目标,200,9,Business Target,目标交易额：,xxx,元；,-,增长,xx%,预计门店数：,xxx,家,;-,增长,xx%,分月目标销量,200,9,商业目标,200,9,Business Target,其他：,Q&A,Thank You!,