The marketing project of 2004-2005 years of some purified water in Guangzhou-1

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provenance:Guangzhou Economic DailyDate Added:2005-12-15

1. The marketing environment analysis of year
2. The customer analysis
3. The product analysis
¡ù 4.The competition analysis( urgent, cover with the to cut the)
5.The market potential( the depth scoops out to give up me it who)
¡ù 6.Product and price strategy
7.The outlet strategy( have of put the, constabcy)
8.Advertisement and canvass business
¡ù 9.Sale strategy( strong cow of weak dog, half effort and double results)
10.The training support( the base effect, the delay effect is hundred percent)
¡ù 11.The market plan and the operation support( ZHANG CHI2 the promote sales, the brand effect and a wreath of the profits effect buttons up tightly)

¡ù ( Another attach) the present stage marketing point in issue and solution

A, the marketing environment analysis of year of a purified water

Marketing strategy principle:Decline low cost, increase the door of water, double to increase the benefit.

The our country drinking water profession develops one of the quickest industries in the food profession.In all soft beverage specieses, the bottle pack the drinking water for 2000 of yield has already come to a 5,540,000 tons, exceed the carbonic acid beverage, become the biggest soft beverage species.The specific weight comes to a 37.1%, but the carbonic acid beverage is 31%.The species of the drinking water pile up one after another, the space water, distilled water, the ecosystem water...etc. have already occupied the certain position in the market.The competition progress of the drinking water profession turn worse," naval battle" also plays more more strong.
At the bottled water market, became the three greatest groups.The Wahaha, Robust, Nongfu Spring is the first group;The day and a three tiger Yilis, Gintens, Cestbon...etc. of the joint venture brand are the second group.The brand of other places is the third group.The first group has already become the nationwide brand, having the tremendous competitive advantage on the yield and the brand competition abilities.The second group started the market extend, making the market competition exist the tremendous variable.The barrel water market booming development, but the market fish eye passes as pearl, have not yet become the pre-eminent brand.The hour of a phenomenon contain occurrence, threatenning further development of the barrel water seriously.
In fine, the market concentration degree( CR4) of the drinking water market still very low, the market still is placed in the appearance of the complete competition.The market competition that anticipates the aftertime will further turn worse, a part of small brands will be eliminate to bowl out.And go into a life time along with the our country, well-known and big business enterprise of abroad if reach the ability,100 matters, Coca-Cola etc. beverage tycoon also just enter huge drinking water market in China step by step, compete will along with their join but more vigorous.