可口可乐市场分析报告(英文版)

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CocaColaZeroMarketingCaseAnalysis可口可乐零度的市场分析

COKE ZERO
The only soda with zero calorie and PEPSI MAX maximum Pepsi taste!
The most popular calorie-free soft drink in America. The originDaIElT COKE sparkling beverage for those who want great flavor without the
games. IV. Coke Zero Short Film Competition V. ······
Hypnosis show Coke Zero——unlock the 007 in you
Positive brand image
Radio Television Billboards Newspaper Magazines Social Networks
CocaColaZeroMarketingCaseAnalysis可口可乐零度的市场分析
contents
• Introduction • Marketing Analysis
a. SWOT Analysis b. Competitive Analysis
• STP Strategy Analysis • Marketing Mix Analysis • Conclusion
• Varied combination of sweeteners and preservatives in various countries
Flavors Coca-Cola Zero
Cherry Vanilla Lemon
Packages in the Past

日本市场可乐产品分析报告英文.pptx

Bottlers alliances smoothed market entry and continuing operations for Coke in Japan
Distribution and sales channels
Marketing
Alliances and acquisitions
Tension with local staff (almost 10% of Japan office is foreigners)
Decision making and responsibilities
Culture, values and style
Coordination mechanisms
Products optimized for Japan market
Capabilities Resources
Changes formulations for local tests (e.g., Fanta Golden Pineapple) Significant resources and attention dedicated to most profitable market
Frequently allies with bottlers, restaurants and marketing agencies (e.g., supply alliance with McDonald’s, partnership with Denisu)
Japan region made priority and strongest talent was deployed there (e.g., current CEO used to head Japan, current chief of marketing used to head marketing for Japan)

可口可乐的4Ps和SWOT分析(商务英语)

案例分析对象：Coca-cola1.Analyze its 4PsProduct: Coca-cola came into birth in 1886, which rank first in the global beverage now. It is popular for its refreshing effect . The consumers are widely ranged ,from the children to the old .Price: Coca-cola company have adopted the penetration pricing since it came into the Chinese market,which makes them increase sales and market share.It is also prevalent for its reasonable price among the mass.Place:Its market concept is worth noting. From 3A(available,affordable,acceptable) to3P(pervasiveness,preference,price to value) ,we can findthat it’s focus on the brand and the faithfulness for thecustomers rather than the price.Promotion:No wonder commercials play an important role in the marketing strategy of Coca-cola. Famous stars formcelebrity effect as spokemen .In terms of public relations ,Coca-cola develops a good brand image through becomingthe traditional torch-passing sponsor. At length ,it buildsan extensive collaboration with Tencent, which is believeda win-win solution.2.Have a SWOT analysis3.Append an adThe title is “cool summer” .From the picture ,we can see the bottle of Coke-cola is surrounded by the ice cubes. It can give people an impression that the Coke can be as cool as the ice cubes in the hot season. So why don’t have a try ?。

(可口可乐公司市场分析ppt英文版)Inside the minds and pockets of

• Primary population of interest for the CCRRC
• Only respondents able to provide answers and
crossable data for: – Accuracy of price perception – Price perception drivers for modern format – Effectiveness of promotional activity in price
Objective
• Understand retailer
perspective on consumer price perception
• Capture insights on
consumer price
perception
• Segment consumers
• Enrich findings with
6
COUNTRY-LEVEL ACCEPTED STANDARDS GUIDED OUR INCOME LEVEL CLASSIFICATION
We adopted the principles suggested by the National Marketing Associations of each country
Inside the minds and pockets of Latin American consumers
How consumers build price perception and its impact on retailers
Research launched for: The Coca-Cola Retailing Research Council Latin America by: McKinsey&Company

软饮料市场调研英语作文

软饮料市场调研英语作文The soft drink industry has long been a dominant player in the global beverage market. From the classic carbonated colas to the ever-evolving range of flavored sparkling waters, this sector has managed to captivate the palates of consumers worldwide. As consumer preferences and market trends continue to evolve, it is crucial for industry players to stay ahead of the curve through comprehensive market research.One of the primary drivers of the soft drink market is the growing consumer demand for healthier and more diverse beverage options. In recent years, there has been a notable shift away from traditional sugary sodas towards alternatives that cater to health-conscious consumers. This trend has led to the rise of low-calorie, sugar-free, and even organic soft drink options, as well as the increasing popularity of sparkling water and flavored seltzers.To understand this shift in consumer preferences, market research plays a vital role. By conducting in-depth surveys, focus groups, and data analysis, companies can gain valuable insights into the evolvingneeds and desires of their target audience. This information can then be used to guide product development, marketing strategies, and overall business decisions.Another key aspect of the soft drink market is the competitive landscape. With numerous established brands and emerging players vying for a slice of the pie, it is essential for companies to stay informed about the latest industry trends, competitive strategies, and consumer perceptions. Market research can provide valuable data on market share, brand loyalty, pricing, and distribution channels, allowing companies to make informed decisions and maintain a competitive edge.One area of particular interest in the soft drink market is the growing demand for sustainable and environmentally-friendly products. Consumers, especially younger generations, are increasingly conscious of the environmental impact of their consumption habits and are seeking out brands that align with their values. Through market research, companies can assess the importance of sustainability to their target audience and develop products and packaging that cater to this growing preference.In addition to understanding consumer trends and the competitive landscape, market research in the soft drink industry also plays a crucial role in identifying new growth opportunities. By analyzingdemographic data, consumer behavior patterns, and emerging market trends, companies can identify untapped segments or regions with potential for expansion. This information can then be used to guide product innovation, market entry strategies, and overall business planning.One example of a successful market research-driven strategy in the soft drink industry is the rise of energy drinks. Through extensive market research, companies were able to identify a growing demand for beverages that provide a boost of energy and focus, particularly among young adults and active individuals. This insight led to the development of a thriving energy drink market, with numerous brands vying for a share of this lucrative segment.Similarly, the increasing popularity of functional beverages, such as those infused with vitamins, minerals, or probiotics, can be attributed to the insights gained through comprehensive market research. By understanding the evolving health and wellness preferences of consumers, companies have been able to develop innovative soft drink products that cater to these needs, further expanding the diversity of the market.In conclusion, the soft drink industry is a dynamic and ever-evolving landscape, and market research is the key to navigating its complexities. By continuously monitoring consumer trends,competitive dynamics, and emerging opportunities, companies can make informed decisions, develop targeted products, and stay ahead of the curve in this highly competitive market. As the industry continues to evolve, the importance of market research will only continue to grow, ensuring the long-term success and sustainability of the soft drink sector.。

(可口可乐公司市场分析ppt英文版)Inside the minds and pockets of

Inside the minds and pockets of Latin American consumers
How consumers build price perception and its impact on retailers
Research launched for: The Coca-Cola Retailing Research Council Latin America by: McKinsey&Company
Paulo Goelzer
IGA, Inc. Brazil
Antonio Coto Gutierrez
Dia Internacional Argentina
Tim Hammonds
FMI USA
Nicolás Ibáñez
D&S Chile
Gonzalo Restrepo
Éxito Colombia
10% of study focus
Understand the implications of pricing approaches on retailers and manufacturers
Specific objectives
Understand how price ranks among the key factors in the consumer preferred store selection process*
Qualitative survey Focus groups to test initial hypothesis
Quantitative survey ~3,000, 30-minute interviews
Correlate consumer research results with AC Nielsen scantrack information

市场营销分析可口可乐公司英文

1. IntroductionEvery company has their own questions about how to run it, how to manage the staff, how to attract customers and how to make profits. The proposal is aim to increase the business of the Mountain High Hotel Complex’s business during traditionally off-season, off-season, which is which is spring spring and and and autumn. While this thing is autumn. While this thing is not easy enough enough as the as the hotel thought. The general manager was opinion that the way forward was to promote a culture of customer care, for all customers, amongst the staff at the hotel. The report will will tell tell tell us us us what what what factors factors factors lead lead lead to to to the the the results results results and and and why why why we we we must must must make make make the the the decision decision decision of of build a culture of customer care. If If the the the company company company will will will implement implement implement the the the business business business plan plan plan in in in the the the proposal, proposal, proposal, it it it is is is suppose suppose suppose to to benefit the company in terms of potentially increased sales over competitive models as as well well well as as as a a a potential potential potential increase increase increase in in in activity activity activity sales. sales. sales. The The The business business business plan plan plan will will will also also also benefit benefit customers as well as to increase profits if it increases the business during off-season. 2. Procedures In order to improve the business at the Mountain High Hotel Complex during Spring and and Autumn, Autumn, Autumn, Alice Alice Alice would would would like like like to to to increase increase increase the the the middle-aged middle-aged middle-aged customer. customer. customer. In In In order order order to to ameliorate ameliorate a a a number number number of of of activities activities activities to to to make make make the the the middle-aged middle-aged middle-aged customers customers customers to to to be be be able able able to to participate, participate, Alice Alice Alice did did did some some some investigation. investigation. investigation. Alice Alice Alice adjustment adjustment adjustment exercise exercise exercise equipments equipments equipments to to better meets the needs of the middle-aged customers. After Alice started her new job for a month, she hold a staff meeting and expressed her new ideas, she would like to find ways on how to increase hotel business in the off-peak season. After some further discussion amongst the staff, below are some findings from staff’s view.3. Findings Section A In In the the the Mountain Mountain Mountain High High High Hotel Hotel Hotel Complex, Complex, Complex, Some Some Some department department department managers, managers, managers, shop shop shop attendant attendant and skiing, mountain climbing employees for the internal customer. Hotel shops are to be sold something customers are external customer. Those who frequently come to the hotel during summer and winter are young people, who come for mountain bike ride and ski. However, Alice hoped to attract middle-aged to increase the hotel business of these customers that are potential customer. Excellent Excellent customer customer customer care care care factors factors factors are are are individuality, individuality, individuality, efficiency, efficiency, efficiency, politeness, politeness, politeness, reliability, reliability, friendliness, flexibility, honesty and communication. There are some factors contribute contribute to to to excellent excellent excellent customer customer customer care, care, care, while while while the the the internal internal internal customers customers customers of of of the the the hotel hotel neglected some factors, for example, individuality. People are individuals, everyone needs needs to to to feel feel feel his his his individual individual individual needs needs needs are are are understood understood understood and and and are are are being being being met. met. met. But But But all all all of of of the the programme of our complex are suit for the younger clientele, they could skiing in the winter and biking in the summer, while there has little programme for every customer, this this is is is why why why the the the middle-aged middle-aged middle-aged customer customer customer did did did not not not come come come to to to our our our complex. complex. complex. Soundly, Soundly, Soundly, the the staffs staffs need need need to to to be be be flexible flexible flexible in in in their their their approach approach approach to to to their their their jobs. jobs. jobs. The The The fitness fitness fitness centre centre centre is is is an an example. It could offer more sedate exercise programme that would appeal to those who perhaps enjoyed walking in the countryside rather than the more dynamic needs. Thirdly, the staff should be friendly. For example, for the first-time customers, if the customer can feel the staff's warm service, then these customers may come back to this hotel; slowly become the hotel's loyal customers in the future. At the same time, the manager discovered that Communication is an important factor in the staff jobs. It could help the staff understand what the customer wants and needs. The hotel believes that that staff staff staff should should should promptly promptly promptly communicate communicate communicate with with with customers customers customers and and and other other other staff. staff. staff. Staff Staff Staff must must first listen to customers on the various views and be open-minded with acceptance on different customers. customers. Staff Staff Staff would would would also also also like like like to to to talk talk talk with with with the the the boss boss boss to to to respond respond respond on on customer’s customer’s recommendations. recommendations. recommendations. In In In view view view of of of the the the above above above four four four points, points, points, the the the manager manager manager thinks thinks staff staff should should should also also also be be be efficient. efficient. efficient. If If If the the the customer customer customer has has has a a a special special special request, request, request, staffs staffs staffs must must must be be prompt prompt in in in providing providing providing their their their services, services, services, and and and also also also to to to follow follow follow the the the company’s company’s company’s rules rules rules to to to best best satisfactory satisfactory the the the customers. customers. customers. The The The higher higher higher the the the efficiency efficiency efficiency in in in solving solving solving the the the problems, problems, problems, the the more satisfied customers will increase, which will increase the business of the hotel. Service knowledge is divided into internal resources and external resources. Companies Companies should should should train train train employees employees employees to to to be be be knowledgeable knowledgeable knowledgeable on on on their their their work, work, work, in in in order order order to to give their customers the best services. For which, training is important to train staff on product knowledge and work skills, because employees have to deal with ever-changing customer needs, so service knowledge is very important. To be able to help customers, employees should attend more training seminars in order to understand understand company company company products, products, products, the the the company company company should should should organize organize organize more more more competitions competitions competitions to to encourage encourage employees employees employees to to to better better better understand understand understand the the the products, products, products, and and and to to to use use use fully fully fully of of of the the company resources. As far as the customer is concerned, the staffs are the expert on the the product product product or or or service service service being being being sold, sold, sold, therefore, therefore, therefore, product product product knowledge knowledge knowledge is is is essential. essential. essential. In In In the the fitness centre, there must be more equipment for all kinds of sports, also the exercise suit suit for for for the the the mature mature mature clientele. clientele. As As a a a knowledgeable knowledgeable staff, the the most most most important important is professional professional development. development. development. To To To the the the hotel, hotel, hotel, the the the staffs staffs staffs were were were generally generally generally very very very enthusiastic enthusiastic about their particular area of expertise but had no interest whatsoever in anything else. The staff had little time for non-skiers in winter and mountain biking in summer, they cannot be called knowledgeable. Poor customer service will make customers think that the whole service of the hotel is not good, if not treated soon enough, it cannot meet customer expectations, customers will no longer come to this hotel, but would choose other hotel. For example, some middle-aged customers came to the hotel once, and they are no longer returned back, because because the the the hotel's hotel's hotel's activities activities activities are are are not not not suitable suitable suitable for for for them, them, them, if if if the the the hotel’s hotel’s hotel’s services services services or or activities activities can can can be be be improved, improved, improved, these these these middle-aged middle-aged middle-aged customers customers customers will will will more more more than than than likely likely likely to to come back. In this way, the hotel will attract more business to the hotel to improve business. business. According According According to to to the the the failure failure failure of of of the the the efforts, efforts, efforts, the the the customer customer customer care care care of of of the the the hotel hotel hotel is is existing existing big big big problem. problem. problem. It It It is is is easy easy easy to to to see see see that that that the the the poor poor poor service service service lead lead lead to to to the the the result. result. result. The The manager of the sports shop has the opinion that his staff worked hard enough in the winter winter and and and summer, summer, summer, and and and they they they felt felt felt entitled entitled entitled to to to be be be able able able to to to ‘take ‘take ‘take it it it easy’ easy’ easy’ during during during the the off-peak months. It must lead to the dissatisfaction of the customer in off-peak month. The impact of the dissatisfaction of the customers is that there was little evidence of any any re-booking. re-booking. re-booking. And And And they they they would would would try try try to to to persuade persuade persuade other other other potential potential potential customers customers customers like like like the the mature customers who want to join the sedate exercise programme not come to the complex. So the hotel must lose the business. The acceptable customer service could balance the needs and expectations of customers, the mature customers are maybe come to the hotel next time or every peak month. During summer and winter, there are many people to hotels for mountain bike riding and skiing, for those who love cycling and skiing, the staff is still very warm for for their their their services, services, services, but but but employees employees employees do do do outside outside outside of of of work work work for for for them them them has has has been been been more more lukewarm. lukewarm. Such Such Such a a a situation situation situation we we we call call call the the the acceptable acceptable acceptable customer customer customer service. service. service. In In In addition, addition, addition, if if employees are always ignored everything outside of their own, and then slowly, these loyal customers also will choose another hotel, not to come back. It is obvious that the excellent customer service could bring the complex some loyalty customers; it means that the customers delight. The benefits of the customer delight are it causes new customers to come. In other words, the complex could make more profit. first because the entire hotel's environment is very important, customers who come come to to to the the the hotel hotel hotel should should should feel feel feel like like like home home home the the the same same same comfortable, comfortable, comfortable, Second, Second, Second, the the the staff staff should be warm-hearted service, allowing customers to feel concerned about any time to to communicate communicate communicate with with with customers, customers, customers, there there there are are are places places places where where where customers customers customers are are are not not not satisfied satisfied with the timely correction, so that customers feel warm, Finally, the hotel's activities should change with the seasons and customer ages, the relative changes in adjustment, employees should learn more skills, patience, counseling clients engaged in activities. So that we can beat the other hotels for customers to choose our hotel. Section B The Mountain High Hotel Complex is Flat Structure. Flat Structure is fewer levels of management management and and and managers managers managers are are are given given given a a a wider wider wider span span span of of of control control control and and and authority. authority. authority. Top Top Management Management is is is Alice; Alice; Alice; Middle Middle Middle Management Management Management is is is the the the department department department manager; manager; manager; Employees Employees are staffs at various departments. The advantage of this structure is that fewer layers of management, so that employers and employees can communication better, the boss can can give give give employees employees employees a a a certain certain certain degree degree degree of of of power, power, power, so so so that that that employees employees employees under under under normal normal circumstances can solve the problem by themselves. The disadvantage of this structure is the horizontal communication is very important, however cannot meet the rapidly changing environment, because employees are not always having good idea, and may slow to implement actions. Top-Down and Bottom-Up Communication systems refers to communication flowed downwards (upwards) the layers i.e. instructions (ideas) were passed down (up) the business in the spring and autumn are very low, so Alice’s job is to improve the hotel business during the off-season. All of above are the problem of the hotel complex; the most important question is the bad relationships of the internal customers. At the same time, the staff did not know what factors could contribution to excellent customer care, and the customer care is poor. They also cannot be called knowledgeable. Therefore, building a culture of customer care is very important. 5. Recommendations Based on past experience, the hotel should make proposal and make them into action on on how how how to to to improve improve improve the the the hotel’s hotel’s hotel’s off off off-season -season -season business. business. business. In In In order order order to to to do do do this, this, this, because because employees have direct contact with customers, and their their opinions opinions are are reliable, reliable, important, important, and will finally be understand by the and will finally be understand by the boss boss to to to approve approve approve a perfect a perfect solution. Alice think that during the low season hotel can carry out some preferential policies to attract customers, hotel can also be creative on activities as well as create new games, and and make make make some some some small small small gifts, gifts, gifts, so so so that that that customers customers customers are are are attracted attracted attracted to to to it. it. it. Of Of Of course, course, course, these these activities activities can can can not not not be be be so so so dramatic dramatic dramatic and and and achieve achieve achieve immediate immediate immediate effects, effects, effects, however however however good good customer service skills and attitudes as well as customer after-care services will help the the hotel hotel hotel business business business to to to grow grow grow in in in the the the future. future. future. The The The hotel hotel hotel should should should aim aim aim to to to build build build customer customer satisfaction in order to achieve profits. 。

可口可乐市场分析

3
CONSUMER SURVEY DETAILS
Bogotá 673 consumer surveys 6 retailers (90% market share) 30 categories (~3,500 SKUs)
Santiago 600 consumer surveys 11 retailers (95% market share) 30 categories (~3,700 SKUs)
Understand high level implications for manufacturers in terms of capabilities and requirements to deliver under different retailer price approaches**
Source:
Eduardo Castro Wright
Wal*Mart Mexico
1
REVIEWING THE STUDY GOALS AND OBJECTIVES
Overall goals and focus level
90% of study focus
Understand the drivers of consumer price perception in Latin America
Objective
Understand retailer perspective on consumer price perception
Capture insights on consumer price perception
Segment consumers
Enrich findings with AC Nielsen proprietary databases

可口可乐市场分析共85页

Latin America Council Members
Jonathan Berger
CIES USA
Howard Butt III
HEB Mexico
Guillermo D'Andrea
Council Research Director
Ana Maria Diniz
Grupo Pao de Acucar Brazil
AC Nielsen proprietary
databases
• Match price perception
with actual prices
* AC Nielsen conducted the focus groups in São Paulo and the field research in all five markets
Team analysis
1
THE STUDY LEVERAGED THREE MAIN SOURCES OF INFORMATION
In-depth interviews
Consumer survey*
ACNielsen database
Methodology • ~15 in-depth
interviews with executives of key retailers in the region
Paulo Goelzer
IGA, Inc. Brazil
Antonio Coto Gutierrez
Dia Internacional Argentina
Tim Hammonds
FMI USA
Nicolás Ibáñez
D&S Chile

可口可乐市场分析

Consumers who only shop in traditional format
Typically low-end consumers
Useful to gain insights on the low-end market, already studied by CCRRC
Analysis more useful in a study to increase the penetration of modern format, what is not the scope of this project
São Paulo
Buenos Aires Mexico D.F.
Santiago
Bogotá
High
A
income
AB
ABC+
ABC1
Clase alta
C1
Clase média
alta
Middle B income C
C2
C
C3
C2
Clase média
C3
Low
D
income E
D1
D/E
D2
Team analysis
2
THE STUDY LEVERAGED THREE MAIN SOURCES OF INFORMATION
In-depth interviews
Consumer survey*
ACNielsen database
Methodology ~15 in-depth interviews with executives of key retailers in the region
Latin America Council Members

可口可乐市场分析

• Primary population of interest for the CCRRC
• Only respondents able to provide answers and
crossable data for: – Accuracy of price perception – Price perception drivers for modern format – Effectiveness of promotional activity in price
7
KEY TAKEAWAYS FROM STUDY
Paulo Goelzer
IGA, Inc. Brazil
Antonio Coto Gutierrez
Dia Internacional Argentina
Tim Hammonds
FMI USA
Nicolás Ibáñez
D&S Chile
Gonzalo Restrepo
Éxito Colombia
Understand high level implications for manufacturers in terms of capabilities and requirements to deliver under different retailer price approaches**
Source:
Source: AC Nielsen, team analysis
Mexico City
• 612 consumer surveys • 6 retailers (90% market share) • 30 categories (~3,000 SKUs)

美国可口可乐市场分析管理知识报告

perception building
Our sample is representative
of modern format shoppers
5 * Includes hypermarkets, supermarkets, mini-markets and suburban supermarkets Source: Team analysis
CIES USA
Howard Butt III
HEB Mexico
Guillermo D'Andrea
Council Research Director
Ana Maria Diniz
Grupo Pao de Acucar Brazil
Paulo Goelzer
IGA, Inc. Brazil
Antonio Coto Gutierrez
Results take into
account the behavior
and attitudes of low
income consumers
6
STANDARDS GUIDED OUR INCOME LEVEL CLASSIFICATION
We adopted the principles suggested by the National Marketing Associations of each country
AND OBJECTIVES
Overall goals and focus level
Specific objectives
90% of study focus
Understand how price ranks among the key factors in the consumer preferred store selection process*

日本市场可乐产品分析报告英文

Tension with local staff (almost 10% of Japan office is foreigners)
Decision making and responsibilities
Culture, values and style
Coordination mechanisms
Competitors: • Kirin, Ito En, Suntory
CST DCS • Eric Friberg*, Todd Guild*, Mark Loch, Hirokazu Yamanachi*
* Has worked on Japan studies NJ-262408.756/001117NbgeoHR1
– No. 1 soft drink company globally – 50% global market share – Owns two of top three global brands (No. 1 Coca-Cola classic, No. 3 Diet Coke) – Market leader in soft drinks in Japan
Frequently allies with bottlers, restaurants and marketing agencies (e.g., supply alliance with McDonald’s, partnership with Denisu)
Japan region made priority and strongest talent was deployed there (e.g., current CEO used to head Japan, current chief of marketing used to head marketing for Japan)

可口可乐美国市场分析报告

10% of study focus
Understand the implications of pricing approaches on retailers and manufacturers
Understand the relative importance of different drivers of consumer price perception, across major consumer segments, product categories, shopping occasions* and selected markets
Paulo Goelzer
IGA, Inc. Brazil
Antonio Coto Gutierrez
Dia Internacional Argentina
Tim Hammonds
FMI USA
Nicolás Ibáñez
D&S Chile
Gonzalo Restrepo
Éxito Colombia
90% of study focus
Understand how price ranks among the key factors in the consumer preferred store selection process*
Understand the drivers of consumer price perception in Latin America
interviews with executives of key retailers in the region
• Qualitative survey
– Focus groups to test initial hypothesis