孔府家中国市场战略启动会58351.pptx

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 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-Kickoff Case Team Meeting:Notice 1CBJHu801 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 to interpret the material to ChineseChina Marketing StrategyAgenda:Pre-Kickoff Case Team Meeting 2CBJHu801Hu ShaominNameResponsibility of Team MemberResponsibilityCommunication with client senior managerOverall case work-planningQuality controlMonitor case progressInvolve case when necessaryAssist team member 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 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(wanglei)production of slides3communicationbasicsChina Marketing Strategy:Kick-Off MeetingAprilXXX,2000Kongfujia(logo)Sinotrust Consulting4CBJHu801 Case introductionBackground and workingplandeliverablesApproach and methodologyScopingcities,product,competitorData collectioncontactChina Marketing StrategyAgenda5CBJHu801Kongfujia has been 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,Beijing and Shandong ComplicationHow can Kongfujia turn around its 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 efficientlymanage market budget effectively China Marketing Strategy6communicationbasicsOverall Workplan PilotKey meetingMarket OverviewMarketing and Sales force Management/DistributionImplementation planning MayXX-XXAprilXX-XXJulyXX-XXIntrim MeetingFinal MeetingChina Marketing StrategyKickoff MeetingTop Intrim MeetingAprilXX-XX7CU7042798MSASinotrust 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%)8communicationbasicsHu ShaominRelevant case experienceProfile 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 Qinghua Univ.China Marketing StrategyName9communicationbasicsCritical 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 regional?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 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 those outlet well?10CU7042798MSA Detailed Workplan(Example)Week 11 Week 4Pauline Alice Week 9Cathy AMarket overview:Market characteristicsCompetitor positioningBCompetitor analysisResultsMarket sharePricingProfitabilityCustomer analysisPurchasing criteriaSynthesis of findingsCJasonWeek 6Final DeadlineTeam Member ResponsibleDetailed Activities1 23 45678910WeeksDChina Marketing Strategy11Answer1stDetailed ApproachMarket OverviewMarketing and Sales ManagementImplementation PlanningChina Marketing StrategyPilot ConsultingDesign interview questionnaire and prepare all interview notesInterview top managerto understand their 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,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 understand 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 solutions12communicationbasics DeliverablesChina Marketing StrategyMarket OverviewMarketing 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 proposition and issuescurrent dominant market and issuescurrent product line and issuescurrent distribution channel and issuescurrent logistics and issues13CBJHu801 Case introductionBackground and workingplandeliverablesApproach and methodologyScopingcities,product,competitorData collectioncontactChina Marketing StrategyAgenda14CBJHu801Critical Issues:Scoping What iswhichwhenwherewhohow China Marketing Strategy15CU7042798MSAScoping Discussion Which competitorsWhich productsWhich citiesChina Marketing Strategy16CU7042798MSAClient Team MemberGeneral MangerDeputy General MangerTeam LeaderMemberfunctionfunctionfunctionChina Marketing Strategy17communicationbasicsScoping Discussion(Case Team to fill)Key distributorsSecond hand dataAny other data what what XXXXXXXXXX China Marketing Strategy18CU7042798MSA