文档介绍：Content
2002 Market Review & Observation
2002 Market Overview
Economic Environment Review
Beverage Industrial Demand and Supply
Bottler Capacities
2002 Sales Review
-Jan-Sep sales review
-Sales review by brand
-Sales review by package
-Sales review by region
-Sales review by channel
-POM sales review
Key Program petition Review
Market Share and Distribution
TVC Media T
Pricing
Cold Drink Equipment
Hits for 2003
Content
2003 Business Plan
Vol Objectives & DME
SWOT
Strategy
Priorities
Sales Budget and DME Allocation
Main Channel Development
Marketing Calendar
Appendix
Economic Environment Review
DG have the highest per capita disposable e.
Comparing with GZ consumption VS GDP status, SZ, DG, YD and YB have high growth potential. Consider to increase investment.
*Source:
2002 Guangdong Statistical Year Book
BP Department
Note: 2002 GDP per Capita is based on latest information from Swire GD.
2002 Per Capita Consumption CL beverage is based on LE sales forecast
2002 Per Capita GDP and Consumption CL Beverage Estimation
75
63
55
61
14
9
Competition & Trends
TODAY
Who are petitors and what are petitive advantages?
is the petitor in has strong marketing support and good sales execution
in most channels, especially investment in Teen’s market and media.
is the market leader in Juice &Tea category. Master Kong is also a key market player
in tea market. They all have high brand awareness and good sales distribution.
’estbon is the dominant water brand in GD territory. It has strong work ,good off-take and now is supported by TV , Bus panel, Bus stop panel.
Canyon(大峡谷),Sunray(日之泉),Fortune ( 福地) etc. water brands has lower price strategy and exist in GD market over 5 years. They have good performance in GT & WS channel.
’s is the RB soya milk keep high availability in GT channel and impact CSD RB sales.
Key macro trends and/or external issues that need to be considered.
Private consumption will not develo