电大营销管理第二次作业小抄.doc

专业好文档MBA营销管理个人作业报告表作业题目： 高力嘉牙膏如何从无“路”处“拓路” 完成日期： 2007.6.19 专业： MBA 年级： 06春 姓 名： 林志斌 学号： 050722044 联系电话： 13305905656 Email： lzbmitu.cn 我认为，该公司目前的营销策略：“公司目前的目标是先求得生存，再谋发展。所以采用跟随策略”是不正确的。公司应采用品牌差异化策略，应加大研发创新力度，注重潜在市场进行培养，应对市场深度细分，对品牌再次定位，以差异打造市场。江西航天科技集团在半年前向市场推出“高力嘉”牙膏，产品平均价格每支在3元左右。产品本身具有很强的特色，是在航天技术支撑下，融中草药药物功能和氟钙配方为一体的全效性牙膏，是少有的货真价实的产品。公司在各级市场都有铺货，但一级城市进驻率很低，退做县、乡镇及农村市场。为了拉动销售，企业在几大卫视都投放了电视广告，但半年过去了，销售仍不理想。经销商的积极性很低。是何原因呢？案例中提及：从产品的包装、广告和分销等方面，高力嘉的整体营销采用了典型的跟随策略，但是在跟随中没有跟出自己的差异性；市场的布局、价格体系以及分销的策略，队伍的管理，都没有和产品定位紧密相联，整个运作相对比较散。而且，作为一个全面跟随高露洁的产品，“高力嘉”在一级市场不会得到消费者的认可，因为一级市场是品牌性消费市场，消费者没有理由从他们认识的高露洁转移到一个并不知名的新品牌上面，除非，新品牌用来推广的力量足够大。如果不是跟随性策略，那么与竞争品牌高露洁相比，“高力嘉”难以形成独立品牌。另外，公司价格策略有问题：在县级市场，价格卖到3块多的牙膏，是不切实际的，这个市场的消费者不太可能接受这个价位。所以，如果继续走跟随策略的路子前景不容乐观。从案例中对牙膏市场的行业及环境分析，我们得知：（一）、当前我国牙膏市场的竞争主要表现在价格、广告与品牌、产品包装、市场细分等方面：一是价格竞争有所增强；国际企业力推低端便宜产品，因其在高端市场已经进入了某种程度的饱和，但中低端市场对其来说是完全空白的市场。发展策略已经在创新产品、投放广告的基础上，加大降低成本、降低价格的力度等方面。二是高低端品牌互相渗透；高档市场已被外资品牌牢牢占有，并且树立了良好的品牌形象，外资品牌由高档往低档延伸，而国产品牌只得由低档往高档发展，前者比后者拓展力度更大，外资品牌结合中国实际，营销策略得当，自上而下占领大量市场份额；三是广告成为最有效的营销手段之一。近年来，各牙膏厂商都纷纷加大广告的投入。四、渠道更加多元化。商业的经营业态呈现多元化发展格局，各种零售业态层出不穷（大卖场、连锁便利）；商业流通渠道相应也在重整，加上传统批发渠道的萎缩，促使企业正将销售渠道改为扁平化结构。这些销售渠道的变化使得零售业态，尤其是新兴零售业态的重要性显现出来。国际连锁零售卖场的进入加剧了市场竞争，高昂的进场费用提高了进入壁垒，压缩了工商各级的利润，“终端黑洞”已经成为企业以及经销商不容回避的问题。（二）、牙膏品类丰富，从洁齿型牙膏一统天下发展到洁齿、预防、美容、保健、生物型等多种牙膏品类并存的格局。新的卖点不断出现，如纳爱斯的透明包装营养牙龈、云南白药的防治牙龈出血和口腔溃疡配方、原料口味改进型（加盐、SIO2、绿茶、蛇胆、蜂胶、中药成分等）牙膏专门针对等等。各大品类中产品进入同质化竞争阶段，按营销理论讲国内前10位的牙膏产品力趋同（从原料到设备再到工艺差异化很小），差异最大的是销售力和品牌力。以高露洁为代表的洋品牌走高开低走的市场策略，依靠降价和不断推出低价位产品的方式来阻击竞争，最终形成残酷的价格战。从区域和价格上看，在中心城市，牙膏市场是由外资名牌和国产名牌占据。大众消费的价格区间是34元/支，以高露洁、佳洁士、中华组成的第一集团军占据了3元以上超过80的市场份额，形成高度垄断。而在地级城市，大众消费的价格区间是2.5元3.5元，其中60的市场份额被外资名牌占据，40的市场由国产名牌分割。在县级市场，牙膏的大众消费价格区间已经降到了2元3元，国产品牌的市场份额已经超过了80，其中杂牌的市场份额已经逐渐攀升。到了农村市场，牙膏的大众消费只在1.5元左右，全国的牙膏农村市场被各地的杂牌占据半壁江山，正宗的外资名牌已经极少露面。城市和农村需求界面较为明显。（三）、从功能上分析：国外品牌多以健康感念（富含某某因子、物质等），冠以科学头衔；而国内品牌多打中草药的牌。在中药草牙膏市场中，蓝天六必治、两面针、田七、芳草、洁银等老品牌位居主导地位，不断推陈出新；黑妹、冷酸灵等新品牌不甘落后，竞相推出新产品。高露洁、佳洁士等国际品牌也意识到中国的中药牙膏市场，开始打草本牙膏概念（如高露洁草本、佳洁士草本水晶等）。云南白药、隆立奇、立白、飘影、名人等其他行业的企业纷纷介入，推波助澜。所以，航天的新品牙膏“高力嘉”作为这个市场的新进入者，必须走差异化道路。那么公司应该主打哪个市场呢？是通常的高端市场还是低端市场？我认为，首先应从低端市场打起。确定了主打市场后，我们紧接着需要回答另外一个关键问题：航天牙膏卖什么？要切入如此竞争白炽化的牙膏市场，航天牙膏提出怎样的差异化诉求才能打动消费者呢？通过对消费者进行的牙膏消费习惯的调研分析，发现影响消费者购买牙膏的三个主要因素是功效、价格、品牌。其中功效是消费者最为关注的内容。那么市场上的主导产品功效有哪些呢？目前牙膏市场的集中诉求是防蛀、清新口气、预疾、固齿，而且针对牙齿、牙龈的各种功能都已经被众多品牌分解的淋漓尽致。进一步细分虽然有可能，但找到值得消费者关注的细分功能难度较大，且推广成本较高。那么，我们还能不能从其他途径找到既是消费者潜在需求的，又不需花太大费用推广的差异性呢？案例中给出的调查结果表明：几乎所有的被调查者认为，自己目前使用的牙膏功能诉求比较适合自己的牙齿状况，但很多人觉得效果并不理想。原因是以高露洁为首的外资品牌以氟、钙为主要成分，主要针对牙提出了防蛀。固齿和美白的功效。他们都针对口腔中硬的部分牙齿做文章。而以两面针、草本为代表的国内品牌以中草药为主要成分，针对牙龈提出了消炎、止痛、去火的功效。他们都针对口腔中软的部分牙龈做文章。口腔是个复杂的环境，单一功能无法满足消费者需求。只有牙齿好，牙龈也好，他们二者结合好，才会有一口真正的好牙齿。而牙齿牙龈的关系就如同树和土壤的关系，相辅相依，只有全面才是真正健康。这才是消费者的真正需求，这才是消费者对目前牙膏诉求虽然觉得都有针对性但仍不满意的真正原因。所以航天牙膏的差异性诉求就应该在融合中医、西医的理论的基础上，顺理成章地导出牙齿牙龈，同步健康。在这个定位基础上，我们还进行了人群划分，即针对不同年龄阶段的口腔存在或潜在的疾患特征，推出适合不同年龄阶段消费者的个体化口腔健康护理牙膏。公司四大策略应紧紧围绕市场布局和产品诉求产品如何组合、价格如何定、分销如何展开、信息如何传递才能在资源极其有限的情况下，最有效地得到消费者认可，同时在竞争中撬动市场。应该采取紧贴市场布局和产品的诉求的策略，这样，所有的劲往一个方向使，而不去做无的放矢的资源浪费：产品组合策略：根据竞争状况和消费者特点设计出体现同步坚固牙齿、健康牙龈的全面修护调理型的主力产品，以儿童防蛀型和中老年固齿型的利润性产品，以满足普通消费人群需求的草本精华型为阻击型产品。这样就能最大限度占领市场，同步获取份额和利润。价格策略：高力嘉牙膏的定价根据地级城市大众消费者普遍接受的价格，并以竞争者市场价为参考，制定标准零售价，同时向地级市场高端、低端延伸，形成菱形的价格体系，以高效冲击市场。分销策略：实行扁平化运作策略，在省会、地级市直接设立经销商，作为一级经销单位，并把地市级分销作为主要分销单位，以确保经销商合作的积极性。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 heading into the encounter but Australia have not conceded a try since Josh Charnley's effort in their first pool match against England on the opening day.Aussie winger Jarryd Hayne is the competition's top try scorer with nine, closely followed by Tuivasa-Sheck with eight.But it is recently named Rugby 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 with the All Blacks in 2011."I'd 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 Fifa's anti-racism taskforce, is in London for the Football Association's 150th anniversary celebrations and will attend City's 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 it's about how he felt and I would like to speak to him first to find out what his experience was."Uefa has opened disciplinary proceedings against CSKA for the "racist behaviour of their fans" during City's 2-1 win.Michel Platini, president of European football's governing body, has also ordered an immediate investigation into the referee's actions.CSKA said they were "surprised and disappointed" by Toure's complaint. In a statement the Russian 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, 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 higher 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 slowly 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 last try they conceded was scored by England's 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, even contests - strong defence, especially on their own goal-line, completing sets and a good kick-chase. They've 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 Johnathan 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.Fuzhou university 任课教师：xiaoyang