《依云矿泉水中国营销方案英文版——ChinaEvianMCClaunchplan1.ppt》由会员分享，可在线阅读，更多相关《依云矿泉水中国营销方案英文版——ChinaEvianMCClaunchplan1.ppt（17页珍藏版）》请在三一办公上搜索。
1、2008 Evian Merry Cou CouChina Launch Plan,March 2008,Pricing Strategy,Rmb by BottleRetailOn PremiseDPB to CDLRMB 25.57/bottleDist.to W/S7878W/S mark up12%12%W/S to retailer8888Retailer mark up56%213 304%RSP138 188 268,On Premiseby bottle%Hotel/Top Western restaurants 5,85015%Night spots13,65035%Airp
2、ort 3,90010%Off PremiseHypermarket7,80020%Department Store3,90010%Wine shop/Luxurious Brand Shop1,950 5%Others1,950 5%(Institutional sales/HOD/luxury boutique)Total 39,000 100%,Volume Split by Channel,Channel Strategy On premiseHotel/Restaurants,Objective:Enhance the premium image of EvianA premium
3、gift for guests to bring back homeMechanics:Bottle display at main entranceBeing regular item of top-end restaurants Offer wait staff incentive to push on volume(RMB10/bottle)Offer promotion programs to outlets with a budget of RMB10/bottleTent card on each tableTarget CitiesCore citiesImportant cit
4、ies(16 cities)Target Outlets/VolumeTop 30 hotels/5,850 bottlesPromotion periodMay Sep.A&PTrade support budget:RMB117,000POSMRMB29,250 TotalRMB146,250,Objective:Enhance the premium image of EvianA good item for guests in night club channel to show offMechanics:Bottle display on table of KTV room/at m
5、ain entranceOffer KDM incentive(RMB10/bottle)Offer wait staff incentive to push on volume(RMB15/bottle)Need Tent card,premiums to enhance convincing job to guestsTarget CitiesCore citiesImportant cities(16 cities)Target Outlets/Volume50 outlets/13,650 bottlesPromotion periodMay Aug.A&PTrade support
6、budget:RMB409,500POSMRMB68,250 TotalRMB477,750,Channel Strategy On premiseNight Spots,Objective:Enhance the premium image of EvianA good item for gift givingMechanics:Rent space at the main entrance for bottle display with gift box Offer wait staff incentive to push on volume(RMB10/bottle)Target Cit
7、iesCore cities(Beijing/Shanghai)Important cities(6 cities)Target Outlets/Volume80 stores/3,900 bottlesPromotion periodMay Aug.A&PTrade support budget:RMB39,000Space RentalRMB48,000 TotalRMB87,000,Channel Strategy On premiseAirport,Objective:Enhance the premium image of EvianA good item for gift givi
8、ngMechanics:Rent space to have floor display at the imported Spirits counter to display gift box PG to support sales for selective stores(CF/WM)Target CitiesCore cities(Beijing/Shanghai)Important cities(6 cities)Target Outlets/Volume30 stores/7,800 bottlesPromotion periodMay Aug.A&PSpace RentalRMB23
9、4,000 TotalRMB234,000,Channel Strategy Off PremiseHypermarkets(Spirits counter),Objective:Enhance the premium image of EvianA good item for gift givingMechanics:Rent space to display Evian Rack at the imported Spirits/Gift pack counter to display gift box PG to support the salesTarget CitiesCore cit
10、ies(Beijing/Shanghai)Important cities(6 cities)Target Outlets/Volume30 stores/3,900 bottlesPromotion periodMay Aug.A&PSpace RentalRMB117,000 TotalRMB117,000,Channel Strategy Off PremiseDepartment Stores(Wine/Spirits Counter),Objective:Enhance the premium image of EvianA good item for gift givingMech
11、anics:Selective wine/spirits shops with nice POS to supportJoint promotion with Luxurious Brands in their shopsTarget CitiesCore cities(Beijing/Shanghai)Important cities(Guangzhou,Shenzhen,Hangzhou)Target Outlets/Volume40 stores/1,950 bottlesPromotion periodMay Aug.A&PSpace RentalRMB58,500 TotalRMB5
12、8,500,Channel Strategy Off PremiseWine/Spirit Shop/Luxurious Brand Shop(LV,CD,etc.),Objective:Enhance the premium image of EvianA good item for gift givingMechanics:Offer buyer incentive(RMB30/bottle)targeting at gift giving purchaseOffer HOD guest with a nice premium for each bottle purchasedTarget
13、 CitiesCore cities(Beijing/Shanghai)Important cities(6 cities)Target Outlets/Volume1,950 bottlesPromotion periodMay Aug.A&PTrade support budget:RMB29,250PremiumRMB29,250 TotalRMB58,500,Channel Strategy Off premiseOthers(Institutional sales/HOD),2008 Evian Merry Cou Cou Launch-Print Ad.,POS Support,G
14、ift box RMB17.5/pc,Qty:20,000 pcs,Evian MCC floor Stand,Size：50cm（W）150cm（H）Inventory：5 pcsIn Shanghai,POS Support,Elegant Display,POS Support,POS Support,2008 MCC Product Specification,SKU：750ml Bar code：489-1185 003 285Carton：750ml12 bottlesShelf life:2 yearsShipment Status:,Total:3250 c/s(39,000 bottles),Launch Budget,Trade Support budgetRMB1,004,000POP productionRMB250,000Gift boxes production(20,000pcs)RMB350,000,Total:RMB1,604,000,Local reserve(39,000 btls x 31.29)RMB1,220,440DPB CAN(39,000 btls x 25.57)RMB997,230,
