可口可乐公司营销策划方案

可口可乐驻烟高校大学生营销策划实战大赛-1-目录一、背景分析····················································································2二、市场特征·················································································-3-三、竞争对手分析··········································································-4-（一）百事可乐···········································································-4-（二）康师傅··············································································-5-（三）王老吉··············································································-5-四、行业分析····················································································6五、饮料销售状况及消费趋势分析·····················································-7-（一）包装水市场········································································-7-（二）果汁饮料市场·····································································-8-（三）碳酸饮料市场····································································-10-（四）茶饮料市场·······································································-11-（五）特殊用途饮料市场······························································-12-（六）蛋白饮料市场····································································-13-六、可口可乐公司产品SWOT分析：···············································-15-（一）内部优势··········································································-15-（二）内部劣势··········································································-17-（三）外部机遇··········································································-17-（四）外部威胁··········································································-18-七、营销战略规划············································································19（一）广告················································································-19-（二）赞助···················································································20（三）促销················································································-21-（四）合作冠名··········································································-21-（五）有效创新·············································································22（六）战略对抗··········································································-22-附页1························································································-25-附页2························································································-27-结束···························································································-32-可口可乐驻烟高校大学生营销策划实战大赛-2-一、背景分析可口可乐公司是举世闻名的汽水大王，它在全球各地有500余种产品销售，其中可口可乐、健怡可口可乐、雪碧、芬达四大品牌在全球最畅销汽水前5位中独占4位。Coca-Cola广告遍天下。该公司重视国际市场，在外国就地制造，就地销售，获取厚利。1981年，该公司在国外的销售额占公司总销售额的62%，销售活动分布在145个国家和地区。在饮料、食品和其他方面，该公司在国外拥有8家子公司。在国外的装瓶厂子公司有15家，在美国特拉华州的2家子公司——可口可乐国际公司和可口可乐出口公司，参加可口可乐公司的出口活动可口可乐早在1927年就在中国天津、上海建立瓶装厂，1979年随着中国改革开放，重返中国市场，自1981年起先后在北京、大连、南京、西安、武汉、杭州、广州等地建立合资瓶装企业，并于1988年在上海建立可口可乐浓缩液厂，除使中国大陆装瓶厂摆脱使用进口浓缩液外，还出口东南亚。20世纪80年代，可口可乐公司以35％的市场份额控制着全球软饮料市场，这个市场份额几乎是市场和管制的最高点。这时，一种失去发展空间的悲观情绪袭击了可口可乐的主管和员工。与此同时，更年轻、更充满活力的百事可乐对可口可乐展开了积极的进攻。可口可乐似乎只能采取防守的办法，最多是为一两个百分点与百事可乐展开可口可乐驻烟高校大学生营销策划实战大赛-3-激烈的竞争，近日又传出百事康师傅联手抢占中国市场，抗衡可口可乐。2011年，可乐在中国市场的“瘦身”一时让很多消费者难以接受，加之随着人们生活水平的不断提高，人们正在更多的关注其他非碳酸类的饮品。二、市场特征（一）尽管取得如此辉煌业绩，但是可口可乐公司今日的心情已经与20年前刚刚进入中国大陆市场时大不相同了。那些年，进军中国市场的外国饮料，基本上感受不到中国饮料企业的压力。十几年中，中国各地曾经先后出现过十几家“可乐”型饮料企业，最后几乎都无声无息地消失了。如今，当可口可乐以及百事可乐在中国市场已具有相当影响力时，却又感受到近几年中国饮料企业强烈的竞争压力。主要原因是中国的饮料工业企业生产的具有民族特色的品牌已经经过自强不息的努力，成长壮大起来了。去年6月，中国饮料工业协会郑重推出中国饮料工业“十强”。这些名牌饮料都是我国饮料的佼佼者，涵盖了我国主要饮料大类，具有较高的知名度和市场占有率。例如中国饮料十强中的健力宝、娃哈哈、椰树、乐百氏、露露等都是获得中国驰名商标称号的中国民族饮料工业的代表。（二）中国经济的迅猛发展，产品的多样性使消费者消费越发理性。中国的消费者从对品牌的盲从到理性的选择，再加上可选择的范围越来越广，分割了可口可乐的许多消费者。可口可乐驻烟高校大学生营销策划实战大赛-4-（三）青少年作为可口可乐主要消费群体的新生代,有追新求异的特点。他们多为独生子女，在优越环境下成长，他们追新求异，并有叛逆思想，很难培养产品忠诚度。同时每年都会有很多新品种出现，在价格与品牌背景上已与洋品牌接近，如乐百氏生产的脉动、康师傅的尖叫、汇源的他—她、农夫果园等等。作为中国市场后来者的百事可乐狠打青年牌，以更胜一筹的广告策略，博得一大批青少年的亲睐。（四）可口可乐入乡随俗，严格其品牌定位，中国的消费者看到的总是可口可乐那鲜红的颜色和充满活力的造型，鲜明的喜庆意味和它有针对性的广告名人效应也使得可口可乐成为中国喜庆节日更多的选择。三、竞争对手分析在中国可口可乐的主要竞争对手有百事可乐，康师傅，娃哈哈，统一，王老吉等，其中通过问卷调查（详见附件1）的数据分析得出百事可乐，康师傅以及王老吉是最主要的三个竞争者。（一）百事可乐百事的产品类别丰富，包括可乐，七喜，果汁汽水和奶茶等，百事的可乐产品其口味相对于可口可乐而言更加甜，加上其推出的百事明星策略，在追赶可口可乐的步伐上相对迅速。百事可乐经营范围广涉及软饮料运动用品，快餐以及食品等。就传播策划而言，独特的音乐推销和名人广告效应，庞大的代言明星阵容包括：当红歌星周杰伦，古天乐，蔡依林，谢霆锋，Rain。著名体可口可乐驻烟高校大学生营销策划实战大赛-5-育明星：姚明，贝克汉姆等。就广告策略而言，面对可口可乐的竞争，百事可乐果断采取了侧翼攻击，从年轻人入手，力图树立年轻活泼时代的形象，暗示可口可乐时代的老迈过时，从而避开了锋芒，在年轻人身上赢得了广大的市场。如今青春，年轻，激情的广告赢得了年轻人的青睐，使年轻人成为其最大的消费群体，让百事成为年轻人的可乐。国际著名调查机构尼尔森在2000年的调查就表明，百事已成为中国年轻人最喜欢的饮料品牌之一。（二）康师傅现在康师傅产品覆盖食品和饮料业，康师傅已经成为中国食品业的一大品牌了。2011年11月4日，康师傅被曝将获得百事在中国大陆的非酒精饮料装瓶业务的全部股权，而百事将由此获得康师傅饮品控股5%的权益。若康师傅和百事“联姻”，将必然会欣起饮料行业的又一个高潮，这对于可口可乐来说，是机遇，但更大的还是挑战。（三）王老吉近年王老吉的品牌定位以及它有效的营销策略使得其在消费者心中树立了良好的品牌形象，2008年汶川地震又捐出巨款为灾区人民出力，并积极参与各种公益慈善事业，加之良好的品质口味，王老吉的销售额以几何倍数直线飙升一个默默无闻的区域性品牌短短几年里攻城略地、遍地开花，迅速飙红大江南北，成为全国性的主流饮料。可口可乐驻烟高校大学生营销策划实战大赛-6-四、行业分析饮料业是我国发展最快的行业之一，产值年均增长近20%。2009年饮料行业产量达到8086万吨，对比1978年的20多万吨，改革开放30年来增长了近400倍，同时也超过日本成为第二大饮料生产国。2009年饮料业增长24.33%，比2008年增幅提高了近5个百分点。在国际金融危机的大背景下，仍呈现出加速发展的势头。特别是近几年来，几乎每5年就翻一番，2006年以来，更是每年过一个千万级的关口：2006年过4000万吨大关，2007年过5000万吨大关，2008年更是越过了6000万吨大关（如下图）。未来几年更将是饮料行业结构重