文档介绍：3-7月市场计划
市场部,2007年12月
内容
市场分析
3-5月市场策略
市场活动
拉力市场活动
推力市场活动
内部激励机制
果缤纷上市后,销量持续超AOP
7-9月实际 vs AOP +112%
7-12月预测 vs AOP +78%
千标
分口味销量组合
分包装销量组合
数据来源:内部销售数据
知名度和饮用率都超过目标2次以上的饮用率迅速增长
Brand KPI
提升后知名度
无提示知名度
7月
%
8月
%
第3个月
目标
%
66
10
20
66
27%
57%
数据来源:广州市果汁饮料跟踪调查
饮用5次或以上
饮用2次或以上
曾经饮用
提示后知名度
71%
38%
9月
%
83%
52%
Total Juice Drink users/Non rejecters
100%
(+): higher than the figure among total sample
e cut-off: Higher (RMB 5000+); Medium (RMB4000-4999); Low (RMB3000-3999)
EBES Segment: July ~ August ~ Sept
Diagnostics: July ~ bined unless otherwise specified
Not Aware
45%
32%
12%
Haven’t tried
40%
45%
42%
Aware
55%
68%
88%
6%
Trial only once
7%
8%
9%
Repeat trial
16%
38%
人口特征
Gender, No Diff.
+6%
Low
+22%
30-39
消费频率
No Difference
Light User
+7%
+6%
Female
e, No Diff.
+16%
12-19
Weekly Plus
+10%
Weekly Plus
+9%
Gender, No Diff.
+7%
20-29
e, No Diff.
+9%
12-19
+8%
Male
e, No Diff.
Reason NOT Try
July
Aug
Sept
Not available
42%
35%
15%
Not familiar
29%
19%
25%
Too expensive
5%
18%
17%
Doesn’t like flavor/ Taste
24%
16%
30%
Doesn’t like Mixed Fruit
9%
7%
15%
Taste is not good
10%
11%
20%
Used to current brand
19%
5%
12%
饮用或不饮用的原因
Reason for Repeat
Like the taste/flavor
98%
Good taste
43%
Mixed fruit flavor
26%
Refreshing taste
24%
Moderate sweet
20%
Multiple flavor
15%
Reason Not Repeat
Doesn’t like taste or flavor
47%
Taste too sweet
16%
Not available
22%
Too expensive
13%
Have no time to try
9%
Used to current brand
9%
极高的重复饮用率,集中在12-19岁和女性消费者
July
August
September
EBES Segment Trend
TVC,户外广告和售点显现带动了知名度,也创造了口碑传播
电视
78%
1%
Mobile
--
In-store activity
14%
Premium
1%
Print
3%
Radio
--
Package
2%
WOM
9%
Pull
82%
Push
67%
79%
Interactive
12%
Channel
72%
户外
55%
Grass root
--
85%
School
1%
Outdoor
Cinema ad
1%
--
Billboard/Pole/LCD billboard
13%
12%
Signage
12%
13%
Bus Shelters/Bus stop
46%