TheMarketingPlansaboutWines
1.outlineandmainpoint
Adopting"xxx"astrademarkandnameofproduct,"AAAfactory"asthe Willbeputintothemarketbefore___(day)___(Month)___(Year,)the targetmarketisthesouthwestofChina.(dependsontheconcreteproductsand timeofdeliveringtheproducts)
2.MarketingstatusatPsent
(1)Marketstatus:
Thewineisthesecondlargestpopularbeveragewineandsecond-lowestonly tobeerintheinternationaldrinkmarket,butinourcountry,itisjustonlya smallwineatPsent,theannualproductionhasbeenwanderingupanddown about200,000tonsallthetimeformanyyears,evenlessthan1%ofthe nationaltotalamountofalcoholproduct.Consumptionpercapitawineofour countryisonly1/20ofthelevelofconsumptiononaverageinrecenttimes.At Psent,withtheimprovementofpeople'slivingstandardandhealth consciousness,thechangeofthedietidea,andvariouspropagandaofthewine, makingthewinemarketofourcountrydevelopquickly,especiallytheclaretis afocusofPsentconsumption.Lookfromthisangle,thepotentialmarketof thewineofourcountryisverybroad.
(2)productstatus:
①domestic:ThemarketpriceofwineinChinahasbeenontheriseallthe timesince1996,especiallythepriceoftheclaretisverylargeinascensional range,pricesdifferentdependsonthebrands,eachbottle(750ml)risesfrom25 yuanto40-60yuan,thepriceofwineofotherkindshasrisinginvarious degreetoo.
②Overseas:thequalityofdomesticwineisbetterthanthatofoverseas,and thepriceisalsoreducedgraduallywiththedecreaseofthetarifftoo,andwith thesalechannelexpandedandwineknowledageincreased,moreandmoreforeign productsthereforebeadoptedbychineseconsumers,asaresult,foreignwine entersthedomesticmarketnowismoreeasilythenthepast.
(3)competitionstatus:
Thecompetitionisrelativelystable.AtPsent,domesticZhangYu,Great Wall,Dynasty,thesethreemajorbrandsoccupyhalfofdomesticmarket,52%or so.inaddition,dozensofforeignbrandsfromsuchasFrance,Italy,andother elsecountries.Mostofdomesticbrandsonlyfocustheireyesonacertain regionandselltheirproducttolimitedplaces,theyarelackofmarketing competitionandwithoutenougnabilitytoenterintheinternationalmarket.In virtueoftariffdecreasingandbarrierofforeignwinesenteringChina releasing,thusmakesthecompetitionoftheirbrandsfurtherpromoted.
(4)distributionstatus:
thewineconsumptionchannelisgenerallypidedintodrinkeryandretail shoptwobigclasses.recentlythedistributechannelismeal&drinkshop accountsfor51%,retailaccountsfor49%;Intheretailchannel,supermarket andlargesalesfieldaccountfor55%,theothersareconveniencestore, monopolizedshopandindependentfoodsupplyretailshop,etc..
