美之源市场营销策略.doc
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美之源市场营销策略.doc
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Contents
1.ExecutiveSummary 1
2.CompanyDescription 2
3.StrategicFocusandPlan 2
3.1Mission/vision 3
3.2Goal 3
3.3CoreCompetenceandSustainableCompetitiveAdvantage 3
4.SituationAnalysis 5
4.1SWOTanalysis 5
4.2Indusryanalysis 6
4.3Competitiveanalysis 6
4.4Customeranalysis 7
5.MarketingStrategy 8
5.1Marketingandproductobjectives 8
5.2Marketsegmentation 10
5.3Targetmarketing 10
5.4Positioning 11
6.MarketingMix 13
7.Conclusion 13
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.
lTorefreshtheworldinbody,mindandspirit.
lToimspiremomentsofpotimismthroughourbrandsandouractions.
lTocreatevalueandmakeadifferenceeverywheretheyengage.
Vision:
Theirvisionguideseveryaspectofbusinessbydescribingwhattheyneedtoaccomplishinordertocontinueachievingsustainablegrowth.
lPeople:
Beingagreatplacetoworkwherepeopleareinspiredtobethebesttheycanbe.
lPortfolio:
Bringtotheworldaportfolioofqualitybeveragebrandsthatanticapateandsatisfypeople'sdrsiresandneeds.
lPartners:
Nurturingawinningnetworkofcustomersandsuppliers,togetherwecreatemutual,enduringvalue.
lPlanet:
Beingarespomsiblecitizenthatmakesadifferencebyhelpingbuildandsupportsustainablecommunities.
lProfit:
Maximizinglong-termreturntoshareownerswhilebeingmindfulofouroverallresponsibilties.
3.2Goal
Useoftheexistingbrandtodevelopnewproducts.
3.3CoreCompetenceandSustainableCompetitiveAdvantage
Corecompetenceistogiveenterprisescompetitiveadvantagesofdifferenttechnicalsystems,organizationalmanagementsystemoforganicintegration.Brandisthecorecompetitivenessofthesynthesizeristhedifferencebetweenthemarketenterprisesonthemostimportantsign,butalsoconsumersmoneytovoteweathervane.Brandisakindofintangibleassetsofenterprises,theenterprisehasanimportantmeaning:
helpenterprisesandtheirproductstodistinguishcompetingproducts,helpingtheproductsalesandoccupationofthemarket,willhelpdevelopthebrandconsumersloyalty,willhelpdevelopnewproducts,savingthecostofnewproductsintothemarket.Brandstrategyistheenterprisestoenhancetheirbrandinfluencetacticsandstrategies.Brandinfluenceistodevelopthebrandinthemarketplace,andtheabilitytoprofit.Evaluationoftheinfluenceofthebasicindicatorsofthebrand,includingbrandawareness,brandawareness,brandreputation,brandpreferencedegrees,brandshare,brandsatisfaction,brandloyalty,etc.,wherethecoreindicatorsofbrandloyalty.Brandequivalenttoclients,hasmeantthattheclientshaveabrand,tomeetcustomerdemandandmaintaincustomerrelationshipsisameasureoftheabilitytobrandanimportantindicatorofcompetitiveness.Reflectingtheoverallstrengthofcorporatebrand,Coca-Colaisaworld-classbrand,Coca-ColaCompanyisaworld-classenterprise.Brandasthecompany'scorecompetitiveness,animportantpartofthesystem,andcorporateculture,coretechnology,humanresources,competitiveness,areinseparable.Well-knownbrandsintheworld,withoutexception,involvesbotharichanduniquecorporateculture.Fromthecoretechnologytobuildthecoreproducts,areoftenthebackboneofthebrandproduct.Brandandcorporatecompetitivenessinharmony,isaspecialcompetitiveedge,thatis,thebrand'scorecompetitiveness.Theimplementationofbrandstrategy,brandstart-upsgenerallyhavetogothrough,brandmaintenanceandbrandsublimationofthethree-phase,sothatbranddeeptostayinthemindsofconsumers.Coca-Colaisashiningexampleoftheimplementationofbrandstrategy.
Coca-Cola(Coca-Cola)istheworld'slargestmultinationalsoftdrinkmanufacturersolditsproductsinmorethan200countriesandregions,canbesaidthateverycorneroftheworldtoseetraceofCoca-Cola.Coca-ColaCompanyisheadquarteredinAtlanta,Georgia.Headquarters,togetherwithitsemployeesinbranchofficesaroundtheworld,atotalofthreethousandpeople,70%ofthecompany'sproductionand80%oftheprofitscamefromoutsidetheUnitedStates.Coca-ColaCompanybrandstrategyandcontinuouslyenhancethecorecompetitivenessofenterprisessothatthe"CocaCola"intopeople'smemoriesQinruthehumanmind,thestimulationfrompeople'semotions,hascreatedawell-knownglobalbrandandaworld-classenterprise.WorldBrandLab(WBL)thepreparationofthe"World's100mostinfluentialbrands,"Coca-Colarankstopofthecharts.Coca-Colaistrulya"bestintheworldbrand."
4.SituationAnalysis
4.1SWOTanalysis
Strengths
1.Brandstrength
2.Effectivestrideinnewmarkets
3.Resultsofoperations
4.Strongexistingdistributionchannels
5.Coca-ColaCompany'soperationsandstandardizeprocesses
Weakness
1.Reliantuponlineextension
2.Reliantuponparticularcarbonateddrinks
3.Branddilution
4.Entranceintodifficultnon-corecategories5.Saturationofcarbonatedsoftdrinksegment
Opportunity
1.Newproductintroductions
2.Brandisattractivetoglobalpartners.
Threats
1.Strongcompetition
2.GlobalfinancialCrisis
4.2Indusryanalysis
The20thcentury,thelate'80s,China'sbeverageindustry,itcanbesaidthatisjustborn,itisstillnottheindustrysizeandbrandconcept.Fortheordinarypeopleatthattime,the"drink"conceptisacanteeninsidethesoftdrinks.Aplaceineveryfoodfactory,producingsoftdrinkswereoncetheprojectisessential,sowhen90%ofthebeverageproductsaresoftdrinks.
China'sbeverageindustryisthedevelopmentsincereformandopeningupnewindustryinthedevelopmentofChina'sconsumerhotspotsandanewgrowthpoint.20years,thebeverageindustrycontinuestodevelopandmature,andgraduallychangesthesizeofasmall,singleproductstructure,competitivesituationofdisorderandbeveragecompaniescontinuouslyimprovethesizeanddegreeofintensification,theproductstructureisbecomingmorereasonable,andgraduallyformedthefollowingfivemajorFeatures:
industryisdevelopingrapidlyandhasgreatpotential;productcategoriestendtodiversity;enterprisescaled;consumerdemandsandindustrycompetitionareincreasing.
Judgingfromthecurrentmarket,thecarbonatedbeveragemarketcompetition,Coca-Cola,Pepsi-Colaisstillthemarketleader.Drinkpurewaterwasstrong,themarketleadingbrandsWahaha,LokPepsi,NongFuSpringarestillspringwatermonopolymarket,accountingfornearly1/3ofahugebeveragemarketshare.Pureteabeveragemarkethavesprungupeverywhere,TongyiandKangShifuistheleadingbrand.Wholemilk,drybeveragemarketmatures,itsleadingbrands,includingYili,Mengniuandsoon.TheWahahaintheconsolidationofitsfruitmarketonthebasisofmilk,butalsomarketwhol
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