Research On Improvement Of Marketing Channel For Pepsi-cole Company In Jilin Province

Now in beverage market of Jilin province , the category of Carbonated drinks is basically make of two big brands- pepsi-cola and Coca-Cola.The two companies are similar at category, marketing methods and management model.The products of Pepsi-Cola company occupy more than 60% of the marketing share on Jilin province. But in recent years, and the other products of beverages, such as tea drink, juice, beverage, etc, have made a great accomplishment on there sales model and product innovation , the representative brands are Wa ha ha,Nongfushanquan,Masterkong,Huiyuan juice, Wanglaoji .These new beverage products filled drink category , at the same time preempted the beverage market share .And the competition situation comes into beverage industry's category and channel.Beverage category's target consumers are for 14-40 years old, and continuous growth and change of young people from hobby, taste, consumption habits in change, and as a leading sales channel customers formats are constantly change, as consumers' spending habits change, some emerging sales channels gradually present scale, Pepsi cola company how to use current source advantage of channels, the problems of the construction of the improved, and Pepsi in beverage industry for the consolidation of hegemonic position, by improving the customer coating and customer satisfaction achieve sustained revenue growth and market share of ascension is of great significance.This paper is divided into five parts. Firstly, this paper introduces the status quo, the industry beverage market research report, the authority of development status of beverage industry are analyzed, and discussed Pepsi Jilin market competition situation and trend of development. Secondly, to Pepsi segments of the market and consumers' purchasing behavior are discussed and analyzed, in Jilin province target market subdivides again, and analyses and compares the different target market beverage business consumption characteristics and consumption of hundred-product business orientation, the accurate market positioning, and clarifies the hundred-product business target market and customer demand, in order to meet customer demand and guidance. Then, introduce PepsiCo Jilin marketing channel status and channel operational status of Jilin province, analyzes on the problems existing in the market channels. Again, aiming at channel problems according to the hundred-product business characteristics and development of the target, the authors put forward the goal and channel improvement scheme principle, the specific contents of the channel improvement scheme. Finally, the study the channel improvement scheme implementation and control of the details the channel improvement scheme implementation plan, comprehensive consideration in the channel improvement scheme implementation of the possible problems, in view of the problems that might be making proper control measures. Ensure improvement scheme can achieve desired results.Facing fierce market competition, pepsi-cola in the market to obtain sustainable healthy development and consolidation and promotes the market, we must always pay attention to market changes and channel, innovative marketing model, take the customer demand as the core, continuously optimizing channel morphology. Only in this way can we in the fierce market competition, give full play to the advantages, control and channel market forecasting structures.april promote the sustainable development of hundred-product business, ensure enterprise is in an impregnable position in the market.