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2024-07-15 01:47:31 来源:尚普咨询 浏览量:0
Project background:
苏打水是一种含有二氧化碳气泡的饮用水,具有清爽、解渴、助消化等特点,近年来在国内市场逐渐受到消费者的欢迎。预计到2025年,达到320亿元左右。苏打水市场的快速发展吸引了众多饮料品牌的参与,竞争日趋激烈。
Customer pain points:
某知名苏打水品牌在国内市场拥有较高的知名度和口碑,但由于缺乏权威的第三方数据支持,其销量和市场份额难以得到客观的评价和认证。该品牌希望通过专业的市场调研机构,对其产品在目标市场的销量和份额进行准确的测量和分析,以提升其品牌形象和竞争力。
Project purpose:
为了满足客户的需求,尚普咨询公司承接了该苏打水品牌的销量认证业务项目,旨在通过全面、深入、科学的市场调研方法,为客户提供以下服务:
测量并分析该苏打水品牌在国内各个区域和渠道的销量和市场份额;
评估并比较该苏打水品牌与竞争对手的销量和市场份额差异;
识别并解释该苏打水品牌在销量和市场份额方面的优势和劣势;
提出并建议该苏打水品牌在销量和市场份额方面的改进措施和策略。
Research object:
The research objects of this project include the following two categories:
苏打水消费者:通过线上线下问卷调查、深度访谈、焦点小组等方式,收集并分析消费者对该苏打水品牌及其竞争对手的认知、偏好、购买行为等信息。本项目计划抽样调查1000名苏打水消费者,覆盖全国各个区域和城市等级。
苏打水经销商:通过电话访谈、现场拜访等方式,收集并分析经销商对该苏打水品牌及其竞争对手的销售数据、库存情况、促销活动等信息。本项目计划访问200家苏打水经销商,覆盖全国各个区域和渠道类型。
Project Content:
The main contents of this project include the following aspects:
销量测量:通过收集并整理经销商提供的销售数据,计算并分析该苏打水品牌在各个区域和渠道的销量,并与竞争对手进行比较。
市场份额测量:通过收集并整理行业报告、公开数据等信息,计算并分析该苏打水品牌在各个区域和渠道的市场份额,并与竞争对手进行比较。
销量影响因素分析:通过收集并分析消费者调研数据,识别并解释影响该苏打水品牌销量的主要因素,如产品特性、价格、促销、口碑、品牌形象等,并与竞争对手进行比较。
销量改进建议:根据销量测量和影响因素分析的结果,提出并建议该苏打水品牌在产品、价格、促销、渠道、品牌等方面的改进措施和策略,以提升其销量和市场份额。
Project Value:
The value of this project is mainly reflected in the following aspects:
为客户提供了权威、客观、准确的销量和市场份额数据,增强了客户的品牌信誉和竞争力;
为客户揭示了销量和市场份额的优势和劣势,帮助客户发现和把握市场机会和挑战;
为客户提供了针对性、实用性、可行性的销量改进建议,帮助客户优化和调整其市场策略,提升其市场绩效;
为尚普咨询公司带来了良好的业绩和口碑,增加了其在苏打水行业的专业知识和经验,拓展了其在苏打水行业的客户资源。
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