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1、专业好文档营销管理第一次个人作业09保险学系 2011-9-17 一、王老吉凉茶系列1、顾客（Customer）：普通大众，特别是易上火的人群。具有季节性购买差异。2、公司（Company）：优势：老字号，品牌价值高，现代化厂房，高端工艺设备，地处经济发达并适合凉茶发展的广州，质量和信誉度良好。传统且独特的配方使其形成独特区隔。公益贡献名望很高。强烈的品牌创新意识和敏锐的营销创新意识。劣势：价格较一般饮品偏高，产品形式单一，很难走出广东、浙南一带，红色罐装王老吉的纠纷和授权问题，即王老吉商标统一之争。定位于功能性饮料，阻碍其扩大市场占有率。3、竞争者（Competitor）：同类品牌的竞争：黄
2、振龙，清心堂，和其正等下火凉茶。替代产品竞争：果汁类饮料，碳酸类饮料，奶制品和其他的饮料4、合作者（Collaborator）：餐饮业：肯德基、一些餐厅或是酒楼（王老吉诚意合作店）同类凉茶厂商：白云山凉茶媒体：CCTV移动传媒大型经销商：如超市，购物中心等，旅游景点，酒店等住宿地点乐擎振动音响5、环境（Context）：1）、行业分析：广州人喝凉茶具有历史渊源，凉茶在2005年正式列为国家级“非物质文化遗产”，意味着凉茶在全国市场上将名声大震，王老吉的配方和术语收到法律保护。总体来看，王老吉在短期内是凉茶业的第一品牌。2）、市场分析：随着人们生活质量的提高，对健康越来越重视，对于功能性饮料和无
3、副作用的中药的青睐日益加深，具有下火的预防性这一特点的凉茶将有市场潜力。6、企业未来的营销方案1）、增加产品新功能，改变产品款式，合理创新，满足顾客对潮流更新的需求。2）、促销的重心从建立品牌知名度转移到树立产品形象，吸引新客户，维持老客户，使产品的形象走入顾客的心中。3）、增加广告营销，使“怕上火喝王老吉”走入人心，时时的更新和改变将有助于保持消费体的新鲜感。4）、与重大体育赛事合作，体现其体育文化5）、大型促销活动，例如抽奖、刮刮卡，节假日打折等活动6）、实施价格策略，降低价格7）、实施渠道策略，与网络媒体，播放器视频或是重大盛世集会合作，例如广交会、亚运会等等。8）、与电视剧、电影合作，
4、使其中植入王老吉9）、事件公关营销，如公益事业等Winger Tuivasa-Sheck, who scored two tries in the Kiwis 20-18 semi-final win over England, has been passed fit after a lower-leg injury, while Slater has been named at full-back but is still recovering from a knee injury aggravated against USA.Both sides boast 100% records he
5、ading into the encounter but Australia have not conceded a try since Josh Charnleys effort in their first pool match against England on the opening day.Aussie winger Jarryd Hayne is the competitions top try scorer with nine, closely followed by Tuivasa-Sheck with eight.But it is recently named Rugby
6、 League International Federation player of the year Sonny Bill Williams who has attracted the most interest in the tournament so far.The Kiwi - with a tournament high 17 offloads - has the chance of becoming the first player to win the World Cup in both rugby league and rugby union after triumphing
7、with the All Blacks in 2011.Id give every award back in a heartbeat just to get across the line this weekend, said Williams.The (lack of) air up there Watch mCayman Islands-based Webb, the head of Fifas anti-racism taskforce, is in London for the Football Associations 150th anniversary celebrations
8、and will attend Citys Premier League match at Chelsea on Sunday.I am going to be at the match tomorrow and I have asked to meet Yaya Toure, he told BBC Sport.For me its about how he felt and I would like to speak to him first to find out what his experience was.Uefa hasopened disciplinary proceeding
9、s against CSKAfor the racist behaviour of their fans duringCitys 2-1 win.Michel Platini, president of European footballs governing body, has also ordered an immediate investigation into the referees actions.CSKA said they were surprised and disappointed by Toures complaint. In a statement the Russia
10、n side added: We found no racist insults from fans of CSKA. Baumgartner the disappointing news: Mission aborted.The supersonic descent could happen as early as Sunda.The weather plays an important role in this mission. Starting at the ground, conditions have to be very calm - winds less than 2 mph,
11、with no precipitation or humidity and limited cloud cover. The balloon, with capsule attached, will move through the lower level of the atmosphere (the troposphere) where our day-to-day weather lives. It will climb higher than the tip of Mount Everest (5.5 miles/8.85 kilometers), drifting even highe
12、r than the cruising altitude of commercial airliners (5.6 miles/9.17 kilometers) and into the stratosphere. As he crosses the boundary layer (called the tropopause),e can expect a lot of turbulence.The balloon will slowly drift to the edge of space at 120,000 feet ( Then, I would assume, he will slo
13、wly step out onto something resembling an Olympic diving platform.They blew it in 2008 when they got caught cold in the final and they will not make the same mistake against the Kiwis in Manchester.Five years ago they cruised through to the final and so far history has repeated itself here - the las
14、t try they conceded was scored by Englands Josh Charnley in the opening game of the tournament.That could be classed as a weakness, a team under-cooked - but I have been impressed by the Kangaroos focus in their games since then.They have been concentrating on the sort of stuff that wins you tough,
15、even contests - strong defence, especially on their own goal-line, completing sets and a good kick-chase. Theyve been great at all the unglamorous stuff that often goes unnoticed in the stands but not by your team-mates.It is as though their entire tournament has been preparation for the final.In Jo
16、hnathan Thurston, Cooper Cronk, Cameron Smith and either Billy Slater or Greg Inglis at full-back they have a spine that is unmatched in rugby league. They have played in so many high-pressure games - a priceless asset going into Saturday.The Kiwis are a lot less experienced but winning a dramatic match like their semi-final against England will do wonders for their confidence.They defeated Australia in the Four Nations final in 2010 and the last World Cup, and know they can rise to the big occasion.