可口可乐公司市场分析报告.ppt
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可口可乐公司市场分析报告.ppt
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InsidethemindsandpocketsofLatinAmericanconsumersHowconsumersbuildpriceperceptionanditsimpactonretailers,1,THECOCA-COLARETAILINGRESEARCHCOUNCILLATINAMERICA,TheCoca-ColaRetailingResearchCouncilLatinAmerica(CCRRC-LA)isdedicatedtodevelopingabetterunderstandingofthefoodretailingandalliedmerchandisedistributionbusinessinLatinAmerica.Itconcentratesinidentifyingandthenstudyingselectedrelevantissues,presentingitsfindingstothemanufacturingandretailingcommunities,inordertoassistinthedevelopmentandenhancementofthefoodretailingbusiness.,LatinAmericaCouncilMembersJonathanBergerCIESUSAHowardButtIIIHEBMexicoGuillermoDAndreaCouncilResearchDirectorAnaMariaDinizGrupoPaodeAcucarBrazilPauloGoelzerIGA,Inc.BrazilAntonioCotoGutierrezDiaInternacionalArgentinaTimHammondsFMIUSANicolsIbezD&SChileGonzaloRestrepoxitoColombiaEduardoCastroWrightWal*MartMexico,2,REVIEWINGTHESTUDYGOALSANDOBJECTIVES,UnderstandthedriversofconsumerpriceperceptioninLatinAmerica,Overallgoalsandfocuslevel,Specificobjectives,Understandtheimplicationsofpricingapproachesonretailersandmanufacturers,Source:
Teamanalysis,10%ofstudyfocus,90%ofstudyfocus,3,THESTUDYLEVERAGEDTHREEMAINSOURCESOFINFORMATION,*ACNielsenconductedthefocusgroupsinSoPauloandthefieldresearchinallfivemarketsSource:
Teamanalysis,15in-depthinterviewswithexecutivesofkeyretailersintheregion,Methodology,QualitativesurveyFocusgroupstotestinitialhypothesisQuantitativesurvey3,000,30-minuteinterviews,CorrelateconsumerresearchresultswithACNielsenscantrackinformation,Understandretailerperspectiveonconsumerpriceperception,Objective,CaptureinsightsonconsumerpriceperceptionSegmentconsumers,EnrichfindingswithACNielsenproprietarydatabasesMatchpriceperceptionwithactualprices,In-depthinterviews,Consumersurvey*,ACNielsendatabase,4,CONSUMERSURVEYDETAILS,Source:
ACNielsen,teamanalysis,5,ONLYCONSUMERSWHOSHOPREGULARLYINATLEASTONEMODERNFORMATSTOREARERELEVANTFOROURANALYSIS,*Includeshypermarkets,supermarkets,mini-marketsandsuburbansupermarketsSource:
Teamanalysis,Consideredforouranalysis,Consumerswhoonlyshopintraditionalformat,Consumerswhoshopinitleastonemodernformat*storeregularly,Typicallylow-endconsumersUsefultogaininsightsonthelow-endmarket,alreadystudiedbyCCRRCAnalysismoreusefulinastudytoincreasethepenetrationofmodernformat,whatisnotthescopeofthisproject,PrimarypopulationofinterestfortheCCRRCOnlyrespondentsabletoprovideanswersandcrossabledatafor:
AccuracyofpriceperceptionPriceperceptiondriversformodernformatEffectivenessofpromotionalactivityinpriceperceptionbuilding,Oursampleisrepresentativeofmodernformatshoppers,6,21-34years,35-49years,50+years,THECONSUMERSURVEYISREPRESENTATIVEOFTHEMAINSOCIO-ECONOMICCLASSESANDAGEGROUPS,Age,*BasedonACNielsensocio-economicclassificationforeachmarketSource:
Consumersurvey,%,Middle,Low,High,Socio-economicclass*,Resultstakeintoaccountthebehaviorandattitudesoflowincomeconsumers,7,Source:
ACNielsen,NationalMarketingAssociationsofeachcountry,COUNTRY-LEVELACCEPTEDSTANDARDSGUIDEDOURINCOMELEVELCLASSIFICATION,WeadoptedtheprinciplessuggestedbytheNationalMarketingAssociationsofeachcountry,SoPaulo,BuenosAires,MexicoD.F.,Santiago,Bogot,8,KEYTAKEAWAYSFROMSTUDY,LatinAmerica:
diversityofconsumers,andnotjustinthedepthoftheirpocketsThefewkeyleversthatmatterinbuildingpriceperceptionandtheonethatdoesntConsumers(mostly)gettingitrightintheirsearchforvalueRetailershaveanopportunitytogetitrightmoreoftenintheirsearchforabetterpriceproposition,9,CONSUMERSINLATINAMERICACANBESPLITINTOFIVEMAINSEGMENTS,Source:
Consumersurvey,teamanalysis,Avidbargainhunters,Investalotoftimeandarewillingtovisitmultiplestoresforthebestdeals,Qualityseekersandtimesavers,Willingtopayaslightpricepremiumtosavetimeandhaveaccesstohighqualityproducts,“Indifferentshoppersonabudget,Donotcareaboutshopping,henceinvestlittletimeinit,Range-seekersonabudget,Wanttobringhomethebestqualityproducts,butlimitedbyatightbudget,Highincomeconsumerswhoarewillingtovisitmultiplestorestofindthebestdeals,High-incomebargainhunters,10,WERANATWO-STAGECLUSTERANALYSISCOMBININGATTITUDINALANDSOCIO-DEMOGRAPHICSELEMENTS,*Notethatnoneoftheelementsareunique,however,thismethodologyprovidesmanagerswithunprecedentedcontrolovertheprocess,byallowingmaximummanagerialinputandthetestingofearlyhypothesisSource:
Teamanalysis,Sampleof3,084consumersin5countries,Twomainsegmentationdrivers,Attitudinalelements(mostcommonmethod)CleanandintuitiveattitudesacrossallsegmentsLacksactionability(difficulttofindconsumers),Selected4mostrobustscenariosCrossedwithshoppingbehaviorKeybuyingfactorsAveragemonthlyspendFormatofmainstore,Socio-economic/demographicsSimplewaytosegment,facilitateidentificationLacksinsightsanddoesnotreflectattitudes,Two-stageclusteranalysisCombinesbothmethodologiestoreachmeaningfulandactionablesegmentsProcess*developedandrefinedbyMcKinseyexpertsforsegmentationswithstrategicobjectives,Ran20+statisticallyrelevantscenarios,Selected1scenariowith5clusters,11,ALLOWINGTHEIDENTIFICATIONOFSOMECONSUMERSTOWHICHSEGMENTTHEYBELONG,Source:
Teamanalysis,LowincomelevelAge21-34yearsoldOnlyonepersononthehousehold,MiddleincomelevelLargehouseholdShopsprimarilyonhypermarkets,84%probabilitythatthispersonisanAvidBargainHunter,86%probabilitythatthispersonisaRangeseekeronabudget,EXAMPLE,12,INCLUDINGAHANDFULOFATTITUDINALSTATEMENTS,ONECANIDENTIFYMOSTCONSUMERS,Source:
Teamanalysis,Wouldyousacrificeserviceforlowerprices?
Wouldyouspendalotoftimelookingforoffers?
Probabilityof64%tobean“Indifferentshopperonabudget”,Yes,No,21-34,35-49,50+,Agegroup,Ahandfulofattitudinalstatementsallowustoidentifyover50%ofallconsumers,EXAMPLE,13,AVIDBARGAINHUNTERS,RelylessonmodernformatsWhenshoppingonmodernformats,tendtopreferdiscounters,Howdotheybehave?
Lowestaverageexpenditurewhencomparedwithothersegments(12%belowmarketaverage),Lesslikelytodostock-uptripsAlwayscomparepricesatdifferentstoresTendtobetheleastloyalconsumers,ShoppingaroundforthebestdealsPurchasingonlyproductstheyhadplannedonWillingtosacrificeservicesforlowerpricesSpendingalotoftimelookingforpromotionsShoppinginlargernumberofstoresrecently,Whatdotheynotvalue?
PayingmoretoshopclosetohomePayingmoretosavetimePayingmoreforhigherquality,Whatdotheyvalue?
Source:
Consumersurvey,teamanalysis,Shoppingbehavior,Monthlyspend,Format,TypicallylowincomeDisproportionatenumberofmalesandolderconsumers(50+yearsold),14,AVIDBARGAINHUNTERS,15,HIGHINCOMEBARGAINHUNTERS,TypicallyhighincomeconsumerAverageageandhouseholdsize,Tendtospendmore(16%)thantheaveragespendongroceries,RelymoreonmodernformatstoresTendtopreferhypermarketsandavoidshoppingondiscounters,Tendtohavehigherloyaltythanaverage(SoPauloistheexception),Howdotheybehave?
Shoppingbehavior,Monthlyspend,Format,Source:
Consumersurvey,teamanalysis,ShoppingaroundforthebestdealsStocking-upwhentheyfindattractivepromotionsGoingtoagrocerystoretheyhearisofferinggoodspecialsShoppinginmorestoresrecently,Whatdotheynotvalue?
Payingmorefortheconvenienceofshoppingcloserhome,Whatdotheyvalue?
16,HIGHINCOMEBARGAINHUNTERS,17,RANGESEEKERSONABUDGET,Tendtoshopmoreonhypermarkets,Format,HighlypricesensitiveTendtomakefewertrips(SoPauloistheexception)andstockuponceamonthNormallybelowaverageloyalty,Howdotheybehave?
Tendtospendless(6%)thanthemarketaverageongroceries,Monthlyspend,Shoppingbehavior,Source:
Consumersurvey,teamanalysis,Typicallyyoung,lowincomemothersLargehousehold(6ormorepeople),GettinggoodqualityproductsandalargeassortmentStocking-upwhentheyfindattractivepromotionsProvidingthebestpossiblequalityfortheirfamily,despitetheirtightbudget,Whatdotheynotvalue?
SacrificingservicesforlowerpricesShoppingatupscalestores,Whatdotheyvalue?
18,RANGESEEKERSONABUDGET,19,INDIFFERENTSHOPPERSONABUDGET,Typicallylow/middleincome,Tendtospend10%lessthanthemarketaverageongroceries,TendtorelylessonmodernformatstoresWhenshoppingonmodernformats,tendtochooseharddiscounters,Howdotheybehave?
TendtoshoplessfrequentlyDisplayrelativelyhighloyaltytotheirmaingrocerstore,Shoppingbehavior,Monthlyspend,Format,Source:
Consumersurvey,teamanalysis,Sacrificeserviceforlowerprices,Whatdotheynotvalue?
SpendingtimelookingfordealsStocking-upwhentheyfindgoodpromotionsReadingstorepamphlets,Whatdotheyvalue?
20,INDIFFERENTSHOPPERSONABUDGET,21,QUALITYSEEKERSANDTIMESAVERS,Howdotheybehave?
Highestaveragebasket,22%higherthanmarketaveragespendingongroceryshopping,RelyprimarilyonmodernformatstoresWillingtoshopmoreonsupermarkets,TendtoshoplessfrequentlyTendtobethemostloyalsegmentinallmarketsRarelycompareprices,Shoppingbehavior,Monthlyspend,Format,Source:
Consumersurvey,teamanalysis,TypicallyhighincomeconsumersSmallfamilies,SavingtimeratherthenmoneyTheconvenienceofshoppingclosertohomeHigherquality,evenathigherprices,Whatdotheynotvalue?
SpendingtimelookingforpromotionsShoppinginmanystorestopayless,Whatdotheyvalue?
22,QUALITYSEEKERSANDTIMESAVERS,23,AvidBargainHunters,Indifferentshoppersonabudget,Qualityseekersandtimesavers,High-incomebargainhunters,RELATIVESI
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