联系我们

论文查询结果	返回搜索

论文编号：	6835
作者编号：	2120122985
上传时间：	2014/12/7 14:59:30
中文题目：	高露洁棕榄（中国）有限公司快速消费品营销策略及实施的研究
英文题目：	The Research of FMCG Marketing Strategy with Colgate-Palmolive (China) Co., Ltd
指导老师：	李东进
中文关键字：	快速消费品；营销策略；口腔护理；高露洁
英文关键字：	FMCG; Marketing Strategy; Oral Care; Colgate-Palmolive
中文摘要：	根据国家统计局最新的统计数据显示，中国2013年全年社会消费品零售总额已经达到237,809.9亿元，对比2012年的210,307亿元增长了13%，这个增长速度远远高于GDP的增长率，这个高速增长背后最主要的原因来自于居民可支配收入的增加，从而巩固了消费者的消费信心指数。 快速消费品作为社会消费品的重要组成部分，也呈现了和整个社会消费品总额同样的增长趋势，并且会在接下来的三年内继续保持10%左右的强劲增长势头。口腔护理品类市场一直以来就是快速消费品行业的标杆性品类，凭借着它自身高渗透率，低波动性的特点被众多国内外的品牌厂商觊觎，它也正在引领着整个零售行业实现着发展和改变。 高露洁作为全球口腔护理品类的领导品牌，深知中国市场对于高露洁品牌全球发展的战略意义，高露洁希望在中国市场通过高效准确的市场营销策略来获得高露洁品牌期望在中国口腔护理市场获得的市场份额。而本文就是通过对高露洁棕榄(中国)有限公司快速消费品营销策略和实施的研究帮助高露洁在中国的口腔护理市场中赢得目标的市场份额。 作为过去10年中全球复合增长率最快的零售市场，中国快速消费品市场已经迅速成长为全球第二大的市场，并且成为全球市场增长的重要新引擎，整个中国快速消费品行业也在快速增长中呈现出三大全新的趋势：消费者升级持续进行；下限(BCD)城市的迅速崛起；小型超市零售环境的迅猛发展。整个快速消费品行业的营销策略也在根据这些变化的趋势不断调整和改善。而高露洁棕榄（中国）有限公司作为整个行业的一流公司，在中国大陆市场发展的十几年中有着自己非常明晰的市场营销策略，整体的营销策略分成两大部分，八大核心要点：第一部分聚焦在优异的执行，包括赢在大卖场；加强经销商能力；建立卓越执行团队；省份拓展四个核心要点；第二部分则侧重持续的增长，包括大力增长高值牙膏；保持低值牙膏的占有率；重建牙刷市场份额领导者地位；延续漱口水的势头四大要点。这些策略都曾经或者正在帮助高露洁在中国大陆市场取得成功。但鉴于整个快速消费品行业营销环境和特点快速持续的改变，通过对高露洁进行SWOT分析结合目标市场细分和选择，我们建议在营销策略方面，高露洁做下面这些调整： -丰富中高值牙膏盒高值牙膏的产品线，提供更为合理丰富的产品组合推进小店和便利店的表现。 -增加对经销商分销覆盖的奖励，提高商业折让条款对销售的促进作用 -将消费者对价格的感受纳入价格制定的考虑范围。 -与零售商制定跨部门多团队的联合生意计划目标，并以月为周期进行目标回顾。 -与重点客户进行品类管理的深度合作，在联合生意计划中安排客户全年定制促销计划 -建立促销活动快速反应流程和调整促销活动的投资结构， 同时，高露洁需要持续保持一直以来在企业文化和规章制度两个方面对于营销策略实施过程中的软性和硬性的保证，确保调整后的营销策略能够切实的执行到实地，从而持续推进高露洁品牌所有子品类在中国大陆口腔护理市场的表现，帮助高露洁在中国的口腔护理市场中赢得目标的市场份额，成为整个口腔护理市场的领导者。
英文摘要：	According to the National Bureau of Statistics latest statistics show that China's total retail sales of consumer goods in 2013 has reached 237,809.9 billion, contrast 2012 of 210,307 billion rose 13 percent, this growth rate is much higher than the growth rate of GDP, this the main reason behind the rapid growth comes from the residents' disposable income increases, thereby consolidating the consumer confidence index. FMCG as an important part of social consumer goods, but also show the total social consumer goods and throughout the same growth trend, and will continue to maintain strong growth momentum of about 10% over the next three years. Oral care category market has always been a benchmark of FMCG category, by virtue of its own high permeability, low volatility characteristics are coveted numerous domestic and foreign brands, it is also leading the entire retail industry to achieve the development and changes. Colgate oral care category as the world's leading brands, well aware of the strategic significance of the Chinese market for the global development of Colgate brand, Colgate hope in the Chinese market through the efficient and accurate marketing strategy to get the desired brand Colgate oral care market share in the Chinese market gained. The paper is the study of Colgate-Palmolive (China) Co., Ltd. FMCG marketing strategy and implementation to help Colgate win goals in China's market share in the oral care market. In this thesis, Colgate-Palmolive (China) Co., Ltd. as an example for the entire FMCG marketing strategy and implementation are studied and analyzed. As the world's fastest-growing retail market compound annual growth rate over the past 10 years, China's fast-moving consumer goods market has rapidly grown into the world's second largest market, and become an important new global market growth engine. The entire Chinese FMCG industry is also growing rapidly while has been showing three new key trends: ongoing consumers upgrading; the fast growth of BCD cities; rapid development of small supermarket retail environment. FMCG entire marketing strategy has also been continuing to adjust and improve based on above key trends. And Colgate-Palmolive (China) Co., Ltd. as one of the entire industry leading companies, has its own clear marketing strategy in China mainland market for its more than ten years of development, the overall marketing strategy is divided into two parts with eight core elements: the first part focus on flawless execution, including wins in the supermarkets; strengthening distributor capability; establish excellent executive team; provinces expansion; The second part focuses on sustained growth, including strong growth in high value toothpaste; kept low toothpaste share; reconstruction toothbrush market share leader; continuation of the momentum mouthwash four points. These strategies have been or are being helped Colgate to succeed in the Chinese mainland market. But in view of the fast moving consumer goods industry marketing environment and the characteristics of rapid and sustained change in marketing strategy by Colgate SWOT analysis, we recommend marketing strategy, Colgate made following adjustments: - Strengthen mass premium and premium tier toothpaste product line in order to offers a plenty portfolio of more reasonable advance store and convenience store performance. - Increase incentives for distributors’ distribution and coverage while improve the terms of the promotion of the role of business discount sales - Take consumer perception of prices into consideration in then next round of the price of making. - To develop cross-department and multi–function team joint business plan objectives retailer and a monthly review cycle target. - Carry out in-depth cooperation with key customers category management, arranging joint annual business plan customized marketing plan - The establishment of promotional activities rapid reaction processes and adjust the investment structure of promotional activities, Meanwhile, Colgate has been the need to continue to maintain the corporate culture and the rules and regulations in both marketing strategy implementation process for soft and hard assurance that after adjusting for the effective implementation of the marketing strategy to the field, thereby continuing to promote Colgate brand All sub-category performance in the oral care market in mainland China to help Colgate win goals in China's market share in oral care market, become the market leader in oral care.
查看全文：	预览  下载(下载需要进行登录)