孔府家中國市場戰(zhàn)略啟動會ppt課件

1、 All team members should preview case proposal and the pack before meetingParticipation and contribution to meeting discussion are valuableIt is team leaders responsibility to fill blank spaces of slidesKickoff meeting material is formed based on my assumptions and experience, open to any challenge

2、and modificationAny pre-kickoff case team meeting participants should have a hard copy of this pack when attendingDue to time pressure, this pack is in English, please feel free to ask if any question. Sorry for any inconvinenceIt must be in Chinese for client meetingChina Marketing StrategyPre- Kic

3、koff Case Team Meeting: Notice Introduction of team member 1:00-:10PMName, Background, ExperienceJoining timeDiscussion of Team Members Responsibility 1:10-:15PMOverview of Kick-Off Meeting Materials 1:15-:30PMDiscussion 1:30-:40PMany questions about the materialsany to add to the materialsvolunteer

4、 to interpret the material to ChineseChina Marketing StrategyAgenda: Pre-Kickoff Case Team Meeting Hu ShaominNameResponsibility of Team MemberResponsibilityCommunication with client senior managerOverall case work-planningQuality controlMonitor case progressInvolve case when necessaryAssist team mem

5、ber in overcoming hurdlesReview and feedback of performance to team memberResource allocationChina Marketing StrategySheng YixiangOrganizing case processUpdate case progress to Hu ShaominCoaching team memberReal time workplanningDesign interview questionnairePrepare blink SlidesInterview client and

6、write interview notesPrepare presentationTeam member + WangleReview and understand case proposaltask/activity workplanning(wanglei)update progress(wanglei)share ideas with team membersinterview client/distributors/competitorsPrepare interview notesdata collection-lit research/association/government(

7、wanglei)production of slidesChina Marketing Strategy: Kick-Off MeetingAprilXXX,2000Kongfujia(logo)Sinotrust Consulting Case introductionBackground and workingplandeliverablesApproach and methodologyScopingcities, product, competitorData collectioncontactChina Marketing StrategyAgendaKongfujia has be

8、en a small regional alcoholic drink manufacturer of poor salesIts sales has been stableBackgroundSituationIts sales growth is not cathing up market growthStrong competition forces its share to declineIt is shaken out of its traditional market, and Shandong ComplicationHow can Kongfujia turn around i

9、ts sales?QuestionHypothesisKongfujia can regain its share by improving coverage and throughputtarget the most attractive regional markettarget the most attractive consumer segmentationincorporate appropriate distribution channel(distributors/retailer)distribution policymanage sales team efficientlym

10、anage market budget effectively China Marketing StrategyOverall Workplan PilotKey meetingMarket OverviewMarketing and Sales force Management/DistributionImplementation planning MayXX-XXAprilXX-XXJulyXX-XXIntrim MeetingFinal MeetingChina Marketing StrategyKickoff MeetingTop Intrim MeetingAprilXX-XXSi

11、notrust Team MemberZhaominHu Shaomim(20%)Li FuheSheng Yixiang(100%)Sinotrust market research business unitGeneral MangerDeputy General MangerTeam LeaderConsultantChina Marketing StrategySheng Haoyun(100%)Meng Nan(100%)Zhang Shiwei(50%?)Wangle(25%)Gou Hui(100%)Hu ShaominRelevant case experienceProfil

12、e of Sinotrust Team MemberBackgroundBeerMilk products Air conditioner Cellular phoneManagement consultant, Bain & CmpanyProject Manager, CITIC MBA, UIBE; BS Qinghua Univ.Hu ShaominBeermilk products air conditioner cellular phoneManagement consultant, Bain & CmpanyProject Manager, CITIC MBA, UIBE; BS

13、 Qinghua Univ.China Marketing StrategyNameCritical issues China Marketing StrategyIs China alcoholic drink market growing slowly or shrinking?Are consumers switching to subsititute products(beer, wine, softdrink?Is population of alcoholic consumers shrinking?Is China alcoholic market national or reg

14、ional? Who are strong competitors and market leaders?Sales, Market share, Dominant market by geography/segmentation?what are their competitive advantages: marketing, sales force, dealer program? What are their success factors? What can we learn from them?Who are the most attractive consumers?What is

15、 the segmentation like(by region/city/demographics)? Which segments are target market? Client company and product positioningconsumer purchasing criteriavalue proposition: product, service and deliveryWhat is the appropriate channel?What kinds of outlets dominate the market?Which distributors cover

16、those outlet well ? Detailed Workplan (Example)Week 11 Week 4Pauline Alice Week 9Cathy AMarket overview:Market characteristicsCompetitor positioningBCompetitor analysisResultsMarket sharePricingProfitabilityCustomer analysisPurchasing criteriaSynthesis of findingsCJasonWeek 6Final DeadlineTeam Membe

17、r ResponsibleDetailed Activities1 23 45678910WeeksDChina Marketing StrategyDetailed ApproachMarket OverviewMarketing and Sales ManagementImplementation PlanningChina Marketing StrategyPilot ConsultingDesign interview questionnaire and prepare all interview notesInterview top managerto understand the

18、ir concernsto understand potential solutions to issuesto be authorized to communicate with other managers and staffInterview senior managersto understand China alcoholic market dynamics: size, growth, impact of other industriesto identify key competitors: sales, productions, capacity, product line,

19、history, employee, share, dominant market, SKU. their competitive strength and weakness forceto understand their success factorsto understand Luzhou Laojiao marketing and sales force managementto ensure and obtain the any other information of Luzhou Laojiao and competitors Interview sales forceto un

20、derstand market dynamics and competitorsto understand distribution channelto understand logisticsto understand marketing and sales force management and sales view of management systemsIdentify critical issues and probe alternative solutions DeliverablesChina Marketing StrategyMarket OverviewMarketin

21、g and Sales ManagementImplementation PlanningPilot ConsultingChina market, growth and forecastDrivers of market evolutionProfile of competitorsCompetitors positionSuccess factorsClient current marketing and sales management system and issuesmix of media of advertisementeffectiveness of advertisement mediarelationship between sales and ad expensepromotions-Pos, activities, coupon, etc.publicationquota and incentives systemsperformance and reward systemsdistributor managementIts value propositio