1、精品文檔，值得擁有1 / 4Project Queen 2 research objectiveFoshan)Overall objective -to un dersta nd the commercial ben efits of Quee n (“Q ) andHein eke n (“H ) work ing together in Guangdong provin ce.How can H help Q achieve its goals: Achieve 10m HL sales by 2008*Buy/build 13.5m HL capacity by 2008The curr

2、e nt challe nges:*Defend Shen zhe n base from Zhujia ng and Tsin gtao*Grow outside She nzhe no Major markets not yet in, e.g. Guan gzhou and Fosha no Sha ntou, where they will build breweryo Secon dary cities, like Shan wei, Huizhou*Grow Hong Kong and MacaoCONFIDENTIALITY -REMEMBER THAT THE HEINEKEN

3、 SALES TEAM ON THE GROUNDIN GUANGDONG DO NOT KNOW ANYTHING ABOUT THIS PROJECT. YOU SHOULDSAY THIS IS A MARKET STUDY TO DO COMPETITOR BENCHMARKING IF YOU AREASKED.1.Market level researchOur Gold report only covered Shen zhe n, Guan gzhou, Don ggua n, Zhuhai, Shan tou andZhaoqing. The key sales cities

4、 for Q by volume are Shenzhen (44%), Dongguan (5%), Foshan(4%), Huizhou (4%), Shanwei (4%), Guangzhou (2%), Zhanjiang (2%).For those cities not covered by our Gold report, n eed quick and basic market data. 70-80%accuracy is OK.Market size and share1. Total beer sales volume 2002 by brand-N/A2. Key

5、brandsmarket share (He in eke n, Kin gway,Pearl river55%Tsin gtao30%Blue ribb on15%Budweiser5%San Miguel3%Others2%3. Sales volume proportions of on-premise and off-premiseVolumeProporti onKey brandsOff-premiseSupermarket/Hypermarket30%Pearl river,Shashui, Blueribb onKiosk/C onvenience storeOn-premis

6、eEn terta inment20-30%Budweiser,.),trends and reas ons精品文檔，值得擁有2 / 4BarTsin gtao, Heineke nRestaura nt40-50%Pearl river, Shanshui, Blue ribb onTotal100%4. Major brandsmarket performance in each outlet segment?2. Distributor level researchObjective to see if there are ben efits to H and Q shari ng on

7、e distribute n n etwork.Ben efits:*Lower distributio n costs (to distributor) all volume through one distributorshould improve their efficie ncy*Higher quality distributors -higher volume so can get exclusivity, Q can use Hdistributors to get access to new cha nn els like en terta inment, H can use

8、Qdistributors to develop restaura nt, dapaida ng, etc.Need to compare the H distributor selection criteria to the Q selection criteria. Note aDISTRIBUTOR delivers product to outlets, but a WHOLESALER has customers come to themand take product themselves. Key questionCAN WE GIVE H BUSINESS TO A QDIST

9、RIBUTOR, AND CAN WE GIVE Q BUSINESS TO AN H DISTRIBUTOR?H Tier 1H Tier 2Q Tier 1Q wholesalerExclusivity13, 2 for tow n, 1for coun ties1?Credit terms?N/AN/ACore operatio nDelivery tooutlets andwholesalersDistributi ng tooutletsVolume4700 HLN/AN/AN/ANo. of staff?N/AN/AN/ADeliveryvehicles? trucks?Outle

10、ts servedEn terta inment,restaura nts,retailers, bars,wholesalersAll types ofoutletsLow-e ndrestaura nts(especiallyDapaida ng),wholesalersLow-e nd bars,restaura ntsCon sumerpromoti onteam?NNNNOther bus in ess Food, wine, redwin e?Food?Distribution5.Infrastructure map of H and QIn frastructure map of

11、 H精品文檔，值得擁有3 / 4-Rep. Offices 1-Sales team 3 (not in cludi ng promoters)-Distribution structure (on / off premise) from the general distributorsdirectly to outlets and to 2 tier wholesalers-No. of wholesalers (1stlevel, 2nlevel) see above tableIn frastructure map of Q-Rep. Offices1-Sales teamN/A-Dis

12、tribution structure (on / off premise) see above table-No. of wholesalers (1slevel, 2 level) see above tableSHAW WILL PROVIDE THIS DATA FOR H. FOR Q, WE NEED TO GET THIS DATA.6.Distribution cost for each outlet-Entry fee (A. how much, B. by grand brand or by specific products, C. discount rule)包場費：F

13、or most importa nt outletsRMB40,000-50,000 per mon thFor common outletsRMB10,000-15,000 per mon th-Delivery costN/AROGER NEEDS TO INTERVIEW SHAW AND PETER FOR HEINEKEN DATA.KEY IS TO FIND OUT WHAT TYPES OF DISTRIBUTION EXPENSES H AND QHAVE NOW, AND HOW THESE MAY CHANGE (DECREASE!) IN FUTURE3. Outlet

14、 level researchObjective-estimate how much could be saved in:Delivery costs -from distributor to outletEntry fees -put a portfolio of H and Q into an outletPromotio n expe nses-e.g. use same girls for mercha ndis ing in supermarkets,same sales team for key acco un ts, etcKEY BENEFIT -if use portfoli

15、o, can we kick out competitors? E.g. now a KTVbuys H and Tsin gtao. Can H help Q to get in and kick out Tsin gtao? Inrestaura nt, can Q help H to kick out e.g. BudweiserNo way to kick out all thecompetitors, for the outlets are separated into differe nt levels, high leveloutlets sell high-e nd produ

16、cts, middle level outlets middle-level products.Research - need to talk to Michael Lao:*Hein eke n curre nt outlet structure (we have this data from hessel)Un dersta nd buying behavior in each outlet type-e.g. could H and Q comb ine to kickout competitors? How to get outlet owners to accept this, wh

17、at deal do we have tooffer them? Un dersta nd distributi on cost to each outlet, and the specifics of distributi on to eachoutlet (e.g. convenience stores don t collect empty bottle, kiosk do) How much do H and Q spe nd on these outlet-related expe nses now (Roger get fromShaw and estimate Q somehow

18、)精品文檔，值得擁有4 / 4Brands and products7.Products portfolio (He in eke n, Ki ngway,.)Hein eke n has only one sta ndard product, while Kin gway has draft beer, standard beer and 2008 for selli ng in Zhon gsha n market.Tsingtao has draft beer, old Tsintao, Tingtao 2000 in Foshan8. Promotio n/marketi ng stre ngths/weak nesses of Ki ngway & Hein eke n? Kingway do