罗兰贝格-进入中国市场策略项目建议书PPT文件格式下载.ppt
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罗兰贝格-进入中国市场策略项目建议书PPT文件格式下载.ppt
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projectoutline12D.Projectorganizationandtimeframe22E.Valueoftheproject12F.RolandBergerisabestpartnerofHenkeltoexploitChinadetergentmarket:
12selectedreferenceAnnexA:
Casestudy-Qiqiang32AnnexB:
Casestudy-P&
G42Nirmainterim-rpt-3-A.FiercecompetitionfrominternationalanddomesticplayershasimposedgreatchallengeonHenkel-4-Afterfastincreaseinearlier1990th,annualgrowthofChinadetergentmarkethassloweddownintheseyearsNationalmarketvolumeoflaundrydetergentinMio.tons199319941995199619972000*EstimationSource:
ChineselightIndustryYearbook(1999),RolandBerger&
Partnersanalysis1.92.22.82.62.72.93.0+8.2%p.a.23%p.a.Nirmainterim-rpt-5-GrossprofitabilityofWhitecatregularpowderOvercapcityindetergentindustryPricereductionofMajorbrand(RMB/Kg)OvercapacityindetergentindudstryleadstopricereductionandthusreducestheproductprofitabilityAtpresent,thereareabout150manufacturesindetergentindustrywithcapacityof3.8milliontons,buttotalmarketvolumeisabout2.7milliontons,sotheutilizationrateofcapacityisabout70%Marektentryofdetergentindustryisprettylowandthereliesalotofunregisteredfactories,Iftakingtheircapacityintoaccount,theutilizaitionratewillbefurthurreducedtoabout50%-60%11%1998年年1999年年3%TideOMO18.016.518.817.35.54.8Whitecat(regularpowder)1998年1999年Averagepricereductionofthewholeindustryis10%Nirmainterim-rpt-6-Afterhavingestablishedprominentpositioninhighendmarket,P&
GandUnileverbegintopenetratemiddleandlowendmarketMarketstructureofhighend(Price:
10RMB/Kg)Marketstuctureofmiddleend(Price:
710RMB/Kg)Marketstructureoflowend(Price:
7RMB/Kg)Proportionofhighendmarketis11.9%Proportionofmiddleendmarketis31.8%Proportionoflowendmarketis56.3%P&
GOthersBenckiserUnileverP&
GBenckiserOthersHenkelHenkelUnileverOthersResource:
ACNielsonretailingaudit1999-2000Nirmainterim-rpt-7-BrandShareCompanyTide6.0%P&
GAriel2.2%P&
GOMO2.4%UnileverPower281.1%BenckiserPersil0.1%HenkelMarketshareofinternationalplayersbrandsindifferentsegmentBrandShareCompanyGFL2.2%P&
GPanda1.9%P&
GWIPP1.0%HenkelTianjin1.8%HenkelDosia1.0%BenckiserBack-upMarketstuctureofmiddleend(Price:
10RMB/Kg)Resource:
ACNielsonretailingaudit1999-2000Nirmainterim-rpt-8-Nirmainterim-rpt-9-Althoughalatecomer,BenckiserhassuccessfulpenetratednorthmarketwithDosiathroughwell-designedentrystrategyThroughacquiringdistributorsfromP&
G,DosiachoseLiaoningprovinceasitsinitialentryareaInHeilongjiangandJilinprovince,competitorsarenotsostrongasthatinotherpartsofChina.localbrands,suchasTiantian,areindominantpositions,soDosiachosethesetwoprovinceassubsequentpenetrationareasCompetitionisinchoasinShandong,anddistributionnetworkisnotwellregulatedwithlotsofsmalldistributors/wholesalerscompetingwitheachother,soitiseasyforDosiatopenetratethemarketandcultivateitsqualifieddisbitionchannelInordertoguaranteethesuccess,channelpenetrationisalsobackedupbystrongadvertisementchampaignMarektshareofDosiainnorthChinaMarketentrydesignJan1999Mar1999May1999Jul1999Sep1999Nov1999Jan2000Resource:
ACNielsonretailingaudit1999-2000Nirmainterim-rpt-10-SomedomesticplayersarealsomakingeffortstoachievefastgrowthandnationalpresenceMarketshareofQiqiangMarketshareofLibaiResource:
ACNielsonretailingaudit1999-2000Nirmainterim-rpt-11-Fastgrowthsofdomesticplayersaresupportedbytheirruralfocusstrategy,nationwidemanufacturingnetworkanddirectsalesmodelMarketpenetrationstrategytakenbyfastgrowingdomesticplayersRuralfocusstrategyNationwidemanufacturingnetworkDirectsalesmodelRuralmarketislargebutisdominantedbyweakregionalbrandsInternationalplayershaveweakperformanceinruralareaLogisticcostishighindetergentindustryaccoutingforover10%intotalvalueLongdistancetransportationinChinaisnotoonvientForanewcomer,itisnoteasytogetqualifiedlocaldistirbutorsReasonMethodResultFirstpenetrateruralmarketandtownAfterachievingstrongperfromanceinruralarea,thenpenetratecityandlargecountyAcquiringlocalplayersindifferentareas(
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