可口可乐美国市场分析报告.ppt

0 3 5 8 10 0 20 40 60 80 100 RELATIONSHIP BETWEEN PRICE PERCEPTION AND PROMOTIONAL ACTIVITY 0,06 0,19 ‘ ‘ ‘ Proact index (vertical axis) vs. Price perception index (horizontal axis) 0,16 Promotional activity does not explain price perception in any of the Latin American cities analyzed Not Relevant* 0,01 Not Relevant* Not Relevant* Not Relevant* Not Relevant* * T-Stat lower than 2,0 ** The assessment of the S?o Paulo market was made without a clear high price player Source: Consumer survey, team analysis R2 Mexico D. F. Santiago Bogotá S?o Paulo** Buenos Aires 0,03 * 第五十七页，共八十五页。 REGIONAL DIFFERENCES OF LATIN AMERICA RETAIL MARKET DYNAMICS Santiago * Does not consider high price player Source: AC Nielsen, market research, team analysis Mexico Bogota Buenos Aires S?o Paulo Promotional intensity Proact index Price reality index R2 of real vs. perceived prices Actual promotional activity does not drive price perception However, promotional activity seems to relate to a less accurate assessment of prices from consumers – promotion creates price opacity * Consumers’ perception is less influenced by price reality Consumers’ perception is influenced by price reality * 第五十八页，共八十五页。 IN MOST MARKETS, PRICE LEADERSHIP IS CONSISTENT OVER TIME Price reality index over eight four-week periods Source: AC Nielsen, team analysis Bogotá S?o Paulo Buenos Aires Santiago Number of periods of same leadership 8 7 8 8 * 第五十九页，共八十五页。 HOWEVER, IN MEXICO, OTHER PLAYERS ASSUME THE PRICE LEADERSHIP POSITION FOR A SHORT PERIOD OF TIME Price reality index over eight four-week periods Source: AC Nielsen, team analysis Mexico D.F. Number of periods of same leadership 5 Even though price leadership is lost for three periods, consumers’ perception is not influenced by short-term price investments Rather a consistent long-term strategy seems to be more effective to build a sustainable price perception with consumers * 第六十页，共八十五页。 THE MARKETS SHOW SIGNIFICANT DIFFERENCES IN SEGMENT BREAKDOW