1、如何通过STP战略后来者居上，成功与可口可乐站到同一起跑线。,Presented by:,小组成员,美工 骆逸倩、金慧、 龚连娜,Segmentation,市场细分,人口因素,Segmentation,市场细分,行为因素,Segmentation,市场细分,心理因素,Targeting,目标市场选择,市场专门化,二战后 “婴儿潮” 自我意识强的一代 乐于接受新事物 “The Choice of a New Generation”,Targeting,目标市场选择,Targeting,目标市场选择,选择专门化,企业竞争优势,Positioning,市场定位,1939-1950,Positioni
2、ng,市场定位,1961-1964,Positioning,市场定位,基于： “人口因素年龄”,Positioning,市场定位,基于： “行为因素利益诉求”,1967-1969,Positioning,市场定位,1984-1991,基于： “目标市场选择年轻一代” “购买时机聚会/体育运动”,Result,成果,Pepsi Co. 29.3%,Coca-Cola Co. 42.0%,Others 28.7%,Source: BEVERAGE-DIGEST March 17, 2011 Issue,2010 U.S. Carbonated Soft Drink Market Share,uestions,Welcomed.,Q,hanks,for your attention.,T,
