咨询管理战略组织项目麦肯锡工具评估 SHA-4301-200099-02-16-a.ppt
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1、-1-Roland Berger&Partners International Management ConsultantsBarcelona Beijing Berlin Brussels Bucharest Budapest Buenos Aires Detroit Dsseldorf Frankfurt Hamburg Kiev LisbonLondon Madrid Milan Moscow Munich New York Paris Prague Riga Rome So Paulo Shanghai Stuttgart Tokyo Vienna ZurichDevelopment
2、of rural Sales&Distribution model Issue paper Peiking,June,2000SHA-4301-200099-02-16-a-x-2-This document was created for the exclusive use of our clients.It is not complete unless supported by the underlying detailed analyses and oral presentation.It must not be passed on to third parties except wit
3、h the explicit prior consent of Roland Berger&Partners.Content PageA.Rural will be the next competition focus in China detergent market3B.Henkel should develop effective sales&distribution model to penetrate rural market?C.How to develop effective rural sales&distribution model?C1.Understanding curr
4、ent rural sales&distribution channel and its change?C2.Developing suitable rural selling modelC3.Establishing efficient&low-cost logistic systemD.What Roland Berger can do for Henkel?E.Selected reference?SHA-4301-200099-02-16-a-x-3-A.Rural will be the next competition focus in China detergent market
5、SHA-4301-200099-02-16-a-x-4-After fast increase in early 1990s,annual growth of China detergent market has slowed down in these yearsNational market volume of laundry detergentin Mio.tons199319941995199619972000*EstimationSource:Chinese light Industry Yearbook,Roland Berger&Partners analysis1.92.22.
6、82.62.72.93.0+8.2%p.a.23%p.a.SHA-4301-200099-02-16-a-x-5-While rural detergent market still has great potential to exploitAbout 70%of total population locates in rural areaWhile per capita consumption of detergent in rural is lowRuralCitySource:AC Nielsen retailing audit 1999-2000SHA-4301-200099-02-
7、16-a-x-6-With the improvement of income level and popularity of detergent,sales in rural area will increase with great speedPer capita annual income of rural households(RMB)Potential of detergent marketIn remote west&north rural areas detergent has not been very popular because it is new to local fa
8、rmerIn some area,like Shandong,rural people used to use detergent paste,which is cheaper,to substitute detergent powderAnd in Zhejiang,rural people also used to use laundry soap as an alternativeBut with the popularity of washing machine and increase of rural peoples annual income,substitutes will b
9、e washed out and detergent powder will be more popular12.5%Pushing development of rural detergent marketSHA-4301-200099-02-16-a-x-7-Most strong international and domestic brands has focused on distribution coverage in city,while ignoring rural marketWeighted distribution index by brands(Feb-Mar.2000
10、)TIDEArielDosiaOMODiaoPaiWhitecatSource:AC Nielsen retailing audit 1999-2000SHA-4301-200099-02-16-a-x-8-Therefore these brands have strong performance in city but weak in ruralMarket share of major brands in towns and citiesTideArielDosiaOMODiaopaiWhitecatSource:AC Nielsen retailing audit 1999-2000S
11、HA-4301-200099-02-16-a-x-9-Realizing the importance of rural market,P&G has set out to penetrate rural areas through well-designed programProcess of rural market penetrationSince 1995,P&G began to develop its rural entry model and focus on rural market penetrationIn Zhejiang,P&G set a trial area to
12、test the model and train sale rep.to master penetration skillsA“road show”project is promoted nationwide to raise P&G image in major rural areaFree sampling is the major promotion tools to attract farmers and rural retailersDescriptionIn national wide,P&G chooses rural areas with high detergent cons
13、umption and high population density as its initial entry areas For a certain area,P&G will draw a retailing map as well as the action routeSales rep.will call on retailers in terms of the action route,using free sampling to attract and persuade retailersIf retailer is interested in P&Gs products,sal
14、es rep.will transfer the deal to local appointed distributor/wholesalerSHA-4301-200099-02-16-a-x-10-Seizing the chance in rural area,Qiqiang has achieved great performance and established dominant position in rural areaQiqiangs market shareQiqiangs performance in city&town(Feb-Mar.2000)City market s
15、hareTown market shareCity weightedTown distribution indexSource:AC Nielsen retailing audit 1999-2000SHA-4301-200099-02-16-a-x-11-Qiqiangs rural strategy is supported by its nationwide manufacturing network and direct sales modelsMarket penetration strategy taken by QiqiangReasonMethodResultRural foc
16、us strategyNationwide manufacturing networkDirect sales modelRural market is large but is dominated by weak regional brandsInternational players have weak performance in rural areaLogistic cost is high in detergent industry accounting for over 10%in total valueLong distance transportation in China i
17、s not oonvenientFor a new comer,it is not easy to get qualified local distributorsFirst penetrate rural market and townAfter achieving strong performance in rural area,then penetrate city and large countyAcquiring local players in different areasDirectly selling products to dealers or retailing outl
18、et in town levelStrong channel promotionAvoiding competing with stronger playersGaining market share with comparatively low marketing investmentAvoiding competing with local playersReduction in logistic costFast and reliable transportationFast market penetrationBut the sales expense is high and the
19、sales force should be very diligentSHA-4301-200099-02-16-a-x-12-But at present,opportunity in rural is bigger than that in cityMarket share of top five brands in city&townAnalysisIn city,high end market has been dominated by TIDE,and middle end by Whitecat and Libai,and low end by Qiqiang.The compet
20、ition structure has been formed and leaves less opportunity for challengerIn rural,only Qiqiang is the strongest brand,but other strong brands,like Libai and Whitecat,have not established a strong market bases.So it is easier for an aggressive brand to gain market share for there is expanding market
21、 and opportunities CityTownOthersJiameiTIDELibaiWhitecatQiqiangOthersJiameiDiaoPaiLibaiWhitecatQiqiangSource:AC Nielsen retailing audit 1999-2000SHA-4301-200099-02-16-a-x-13-To succeed in future detergent market requires market challenger to exploit rural marketMarket challengerAdjusting strategyAch
22、ieving outstanding performance in rural market which is promising and enjoying more opportunitiesCompeting with strong competitors with less success opportunityNo change or restrict in cityEndeavor to exploit rural marketSHA-4301-200099-02-16-a-x-14-B.Henkel should develop effective rural sales&dist
23、ribution model to penetrate rural marketSHA-4301-200099-02-16-a-x-15-Most of Henkels brands focus on middle and low end product which is acceptable by rural consumerHigh end(price 10RMB/kg)Middle end(7RMB/kgprice 10RMB/kg)Low end(price 7RMB/kg)BrandMarket sharePricePersil0.113.1BrandMarket sharePric
24、eWIPP0.89.6BrandMarket sharePriceSeagull2.36.0Tianjin2.07.0Tiantian0.86.6Guilin0.96.6Acceptable by rural consumerSource:AC Nielsen retailing audit 1999-2000SHA-4301-200099-02-16-a-x-16-Acceptable price in rural area is lower than 9RMB/kgTop ten brands in rural area(Feb-Mar 2000)5.70.01.02.03.04.05.0
25、6.07.08.09.010.0M&DMinghua QuanLiQiqiangResunLibaiJiameiWhitecat DiaoPaiTotal share:51.5%5.75.25.14.1%4.0%4.2%18.4%8.98.67.37.05.92.1%6.5%3.2%3.5%3.7%PriceBack upSource:AC Nielsen retailing audit 1999-2000SHA-4301-200099-02-16-a-x-17-Henkels product characteristic also satisfy rural consumer require
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