文档介绍：members:
Market Background and Analys 市场背景与分析
Background市场背景:
2 . 4P’s
(1).Product:
(2 ).Price
(3).There are three Promotions :
(4 )Place
Background市场背景: Our slogan is "Health is Kristal"
Our slogan is "Do you not drink water, be healthy"
( 1)The petitive beverage market饮料市场竞争激烈
饮料市场品种和品牌众多,市场推广投入大,利很薄。新品种、新品牌果汁、功能饮料不断涌现,饮料市场不断被切碎细分,瓜分着消费者的钱袋,挤占着饮料水的市场。
(2)Good prospects for mineral water, has great potential矿泉水前景良好,潜力巨大
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泉水才是讲在发达国家,饮用矿健康、有品味的标志。
世界知名水饮料品牌都是矿泉水,如法国“依云”。矿泉水在世界上已有近百年的悠久历史。
(3)Many brands品牌繁多
饮料水分为纯净水(包括太空水、蒸馏水)和矿泉水两大类。全国有纯净水生产企业1000多家,矿泉水生产企业1000多家。在武汉市场,有纯净水29种,矿泉水21种。
(4)Pure water is even more than Mineral water纯净水各方面较之矿泉水占上风
从广告宣传、营销水平、品牌号召力到消费者选择偏好,整体上矿泉水不敌纯净水。
纯净水利用的客观优势是:成本低廉,消费者现阶段对饮料水选择上的误区。
我国消费者对矿泉水的认识有较快的提高,饮水已不仅仅是解渴,同时还追求对身体有益。
我国矿泉水质量有大幅度提高,%%,部分品牌水销量也相当大。益力矿泉水年销售7~8千万元,获特满加矿水年销售5-6亿。
We think the product need to change .
The first,we need to chang the size of bottle.
For example:
Glass bottles: 300ml $1 500ml $ 1-litre $3
Plastic bottles:300ml$ 500ml $ 1-litre $
We also can design different people on different packaging. Packaging for kids with cartoon patterns. Adults to use the original.
Second, we do more to promote, such as magazine,newspaper, advertising, promotional activities engaged mercial production。
Third, we need to cooperate with panies, in more places, so that more people know our products.
package
We will change the packaging design, design different packaging style to attract customers to buy
2Price
I think it does not need adjustment. The sales market because of my positioning in the high-end, If the price cuts, so that our position will be reduced. Moreover, most of this price is acceptable. think it does not need adjustment. The sales market because of my positioning in the high-end, If the price cuts, so that our position will be reduced. Moreover, most of this price is acceptable.
There are three Promotions :
I think