coca市场分析报告

KERRYBEVERAGESERVICESLTD(海量营销管理培训资料下载)目录营业所区域分布图--各城市分布--城市与城市之间的公里数--CSS城市与非CSS城市分布2001年营业所区域销量比例2001年营业所市内市场结构KERRYBEVERAGESERVICESLTD(海量营销管理培训资料下载)目录2002年1-11月营业所销量对比（02VS01）2002年1-11月营业所区域销量比例2002年1-11月营业所市内市场结构分析报告：KERRYBEVERAGESERVICESLTD(海量营销管理培训资料下载)平房区南岗营业所南岗区：6289家清单数：5369家动力区：1162家清单数：881家总客户数：3962家清单数：2097家总客户数：2137家清单数：1273家总客户数：1638家清单数：607家总客户数：1974家清单数：1048家总客户数：649家清单数：983家南岗区动力区道里区道外区太平区香坊区哈尔滨市内直销区域分布图售点总数：17811动力营业所道里营业所平房直销部松花江太阳岛1南岗营业所2道里营业所3动力营业所4平房直销部市内直销分布KERRYBEVERAGESERVICESLTD(海量营销管理培训资料下载)哈尔滨市零售客户W/S-SW/S-BDSD哈尔滨市零售客户W/S-SW/S-BKAPOMDSDKAPOM2002年1-11月2001年24.2%13%0.9%6.6%GKP51.6%3.7%GKP28.5%13.6%1%5.4%41.9%9.6%2001年比例%2002年1-11月比例%比例变化实际销量实际销量%市内:直销681.98624.2%689.52128.5%4.3%批发186.7846.6%131.0955.4%-1.2%GKP104.4953.7%232.0329.6%5.9%市内直销小计973.26534.5%1052.64843.5%9.0%重点客户365.55613.0%330.46513.6%0.7%批发部1457.17851.6%1015.12441.9%-9.7%现调部26.4170.9%23.0951.0%0.0%哈市合计2822.416100.0%2421.332100.0%0.0%哈尔滨市场份额KERRYBEVERAGESERVICESLTD(海量营销管理培训资料下载)PACKAGE2002ACT2001ACTChg%DiffRB189,348269,229-29.67%-79,881CAN355ml313,246273,88214.37%39,364PET500ml101,80489,62113.59%12,183PET1.25L/1.5L214,939164,27430.84%50,665PET2L/2.25L119,67787,30037.09%32,377PET600ML168,52600.00%168,526PET350ML7,14500.00%7,145OTHERS9,0988,04213.13%1,056Totals1,123,783892,34825.94%231,435CAN355ml27%PET500ml9%PET1.25L/1.5L19%PET2L/2.25L11%PET600ML15%PET350ML1%OTHERS1%RB17%市内直销部销量对比(02VS01)2002年1-11月050,000100,000150,000200,000250,000300,000350,000RBCAN355mlPET500mlPET1.25L/1.5LPET2L/2.25LPET600MLPET350MLOTHERS2002ACT2001ACTKERRYBEVERAGESERVICESLTD(海量营销管理培训资料下载)2001年市内部各区域销量比例销量%销量%销量%销量%销量%销量%销量%销量%道里区20,7767%56,45519%23,05324%00%33,04218%20,90422%1,61416%155,84416%道外区20,1577%11,8864%2,7333%00%8,9895%5,0735%3634%49,2015%南岗区73,34926%124,98542%42,60044%3100%63,14134%29,96631%4,95550%338,99935%香坊区62,10922%13,1924%4,2644%00%14,5668%5,9666%7147%100,81110%太平区14,8765%25,8909%4,5615%00%14,2868%4,3125%7037%64,6287%动力区15,3575%7,1782%3,0213%00%11,0316%5,4216%4134%42,4214%平房区39,74014%11,1044%2,5293%00%13,2777%7,8968%1882%74,7348%其它34,38912%50,40417%14,31215%00%28,81315%15,70216%1,03710%144,65715%小计280,753100%301,094100%97,073100%3100%187,145100%95,240100%9,987100%971,295100%PET1.25L/1.5L城市市内2001年1-12月PET2L/2.25L其它合计PET600MLRBCAN355MLPET500MLKERRYBEVERAGESERVICESLTD(海量营销管理培训资料下载)2002年市内部各区域销量比例销量%销量%销量%销量%销量%销量%销量%销量%销量%道里区16,2409%51,23816%1,67223%20,59020%36,01321%39,06318%24,40920%1,76519%190,99017%道外区6,5193%18,7196%2443%5,9076%7,5084%12,0016%7,5836%2563%58,7375%南岗区41,44822%143,79346%3,27146%52,80652%74,40044%79,67637%47,89540%4,89754%448,18640%香坊区47,66025%22,1337%75411%7,1637%12,4717%22,04910%9,0268%4985%121,75411%太平区6,6173%29,94410%2774%5,2035%9,1495%20,65910%7,9467%8369%80,6317%动力区13,1527%17,3706%4857%5,8076%11,1817%19,4349%9,1678%3764%76,9727%平房区50,15526%19,9426%4426%3,1353%13,9568%15,3777%10,8619%2212%114,08910%其它7,5574%10,1073%00%1,1941%3,8512%6,6813%2,7902%2493%32,4293%小计189,348100%313,246100%7,145100%101,805100%168,529100%214,940100%119,677100%9,098100%1,123,788100%城市市内2002年1-11月PET2L/2.25L其它合计PET600MLRBCAN355MLPET500MLPET1.25L/1.5LPET350MLKERRYBEVERAGESERVICESLTD(海量营销管理培训资料下载)市内直销市场结构图哈尔滨市内零售客户GKPW/SDSD67.8%20.6%11.6%2001年1-12月KERRYBEVERAGESERVICESLTD(海量营销管理培训资料下载)市内直销市场结构图哈尔滨市内零售客户GKPW/SDSD67.7%20.6%11.7%2002年1-11月KERRYBEVERAGESERVICESLTD(海量营销管理培训资料下载)大庆营业所区域分布图大庆林甸安达肇州肇源营业所所在地CSS城市非CSS城市86km50km140km170kmKERRYBEVERAGESERVICESLTD(海量营销管理培训资料下载)大庆营业所销量对比(02VS01)2002年1-11月CAN355ml79.7%RB2.7%OTHERS1.0%PET350ML0.4%PET500ml3.8%PET600ML5.4%PET1.25L/1.5L5.3%PET2L/2.25L1.8%PACKAGE2002ACT2001ACTChg%DiffRB14,9298,60373.5%6,326CAN355ml442,849493,862-10.3%-51,013PET350ML2,16900.0%2,169PET500ml21,29228,914-26.4%-7,622PET600ML29,77600.0%29,776PET1.25L/1.5L29,21829,795-1.9%-577PET2L/2.25L10,07810,155-0.8%-77OTHERS5,3406,645-19.6%-1,305TOTAL555,651577,974-3.9%-22,3230100,000200,000300,000400,000500,000RBCAN355mlPET350MLPET500mlPET600MLPET1.25L/1.5LPET2L/2.25LOTHERS2002ACT2001ACTKERRYBEVERAGESERVICESLTD(海量营销管理培训资料下载)销量%销量%销量%销量%销量%销量%销量%让胡路区1,19713%18,9793%3,0049%3,17410%1,54414%2,75739%30,6555%龙凤区0%1130%180%150%150%801%2410%红岗区5206%1,9280%1601%1600%0%2043%2,9720%萨尔图区0%524,75590%24,36177%26,77182%8,98880%2,76739%587,64287%小计1,71719%545,77593%27,54387%30,12092%10,54794%5,80882%621,51092%安达4,79754%20,7294%3,14710%1,5475%1702%4777%30,8675%小计4,79754%20,7294%3,14710%1,5475%1702%4777%30,8675%林甸县4004%0%0%0%0%0%4000%泰康0%5000%50%0%0%0%5050%肇州0%0%0%0%0%0%0%肇源2533%3,9451%2211%1781%0%0%4,5971%郊区1,76520%12,6002%7702%6102%4744%80011%17,0193%小计2,41827%17,0453%9963%7882%4744%80011%22,5213%0%4230%0%2331%0%0%6560%8,932100%583,972100%31,686100%32,688100%11,191100%7,085100%675,554100%2001年RBCAN355MLPET500MLPET1.25L/1.5LPET2L其它合计合计城市市内非CSS区域CSS区域其它2001年大庆营业所销量比例KERRYBEVERAGESERVICESLTD(海量营销管理培训资料下