酷儿客户忠诚度末日版论文1

酷儿客户忠诚度末日版 论文 政研论文下载论文大学下载论文大学下载关于长拳的论文浙大论文封面下载 1 Shanghai Finance University Niels Brock Copenhagen Business College Final Project Work 论文 题 快递公司问题件快递公司问题件货款处理关于圆的周长面积重点题型关于解方程组的题及答案关于南海问题 目: 如何保持酷儿饮料在上海地区5-12儿童的客户忠 诚度, Title: How to keep customer loyalty between 5-12 years children of Qoo in Shanghai , 专业/Major: 市场营销/International Marketing 姓名/学号: Name/ Student No.: Hua Chengqiang/2010177137 指导老师/Guidance Teacher: 丹麦主考/Danish Examiner: Lars Askholm 公司/Company:可口可乐公司/Coca-Cola Company 1 Student statement I hereby declare that the contents of my thesis on How to keep customer loyalty between 5-12 years children of Qoo in Shanghai are entirely my own work and that no part of them has been quoted without clear and specified indication of source. I am familiar with the study and examination regulations of Shanghai Finance University and Niels Brock Copenhagen Business College and know that by violation of these regulations the rights to receiving the diploma will be forfeited. Date ……… 2013-5…………… Place ………Office……………... Signature ………Hua Chengqiang……………… 备注:此表格请装订在毕业论文成果内～与定稿同时递交。 2 List of content 1.Introduction-------------------------------5 2.Problem formulation-------------------6 3.Demarcation------------------------------7 4.Methodology------------------------------8 -4P -PEST -Five forces -SWOT -Questionnaire 5.Analysis--------------------------------------10 -PEST analysis -Company analysis -Competitor analysis -Five forces analysis -SWOT analysis -Questionnaire data analysis and conclusion 3 6.Solution--------------------------------------28 7.Conclusion----------------------------------29 8.Uncertainty factors and the impact of the plan-----------------------------------------30 9.Bibliography--------------------------------31 10.Appendix ----------------------------------32 4 1.Introduction The Coca-Cola company in 1997 launched "Qoo" fruit juice beverage ,in china we almost know its Chinese name 酷儿. Qoo is origin from Japan ,and the reason it called "Qoo" is because when the Japanese adults drink a cup of beer ,they feel so much better ,and they will meet with the sound "cuckoo".Coca-cola Japan branch find the opportunities and decided to attack the children' beverage market which was has not development ,so they design a kind of drink that kids drink up with something similar to the sound of Qoo, It is "Qoo juice". And with special design conforms to the East Asia market like China ,Hong kong ,Taiwan and so on. 5 Qoo it is a amazing miracle for Coca-Cola ,because it was very popular in Japan ,Hong kong ,Singapore.For example ,In July 1997, Qoo successfully listed in Japan. It become one of the most popular fruit juice beverage, "Qoo" became one of the most popular cartoon image. In April 2001,Qoo successfully listed in South Korea,Coca-Cola company founded and owned a new fruit juice beverage market; "Qoo" in South Korea become the first brand of fruit juice beverage and South Korea the Coca-Cola company's third largest brand, the actual sales more than six times beyond expect sales. In October 2001, Qoo successfully listed in Hong Kong and Taiwan, the products are completely out of stock in Hong Kong, Taiwan order is 2.5 times of the original plan. And In October 2001, Qoo come to China, in Hangzhou and Xian, Almost overnight, "Qoo" products and image was popular over all the drink consumption market. Although the market price is higher than the competition was as high as 20%, but it also win victory. Customer loyalty describes the tendency of a customer to choose one business or product over another for a particular need. The Customer loyalty is very important in a company. It is different from customer satisfaction. It's a long term event of one company. Qoo drinks to consumers: Qoo mainstream consumer group focused on the 5-12 years old children." Qoo " according to this phase the psychological characteristic of children, to talk about the magic story what their favorite to introduce" Qoo "history and give it rich character. As the "Qoo" spokesperson ,the big head blue doll is highly contagious in children ,it just like the children see themself ,and become the best friends with Qoo . But in recent years, the power of advertising has been very weakness,it lead to Qoo slowly out of sight ,only the contemporary young people still remember when they were 6 a child the blue "Qoo" storm across their life, the blue doll was so popular in their memories, but now a lot of kids they don't know Qoo juice drinks . So young children do not know,young people do not buy, parents don't know choose what, that Qoo lost a lot of customers,, it's really a bad news. 2. Problem formulation According the one part, we can see some situation about the Qoo. But there is a problem we must be concerned about: The problem about the Qoo:The customer loyalty needs to be improved. Why the Qoo have this problem: For the investigation of customer loyalty, it can let us for the demand of the customers have a more direct understanding,and carry on a better after--sales service. Psychological factors of the customer. The customer with one product, the customer loyalty may not too high. The Qoo target group is limited,,it has less elderly consumers. And we should put our point at children who are the largest and the most potential customers. Customer loyalty is a directly company product competitive performance , we can through the observation of the customer for its loyalty to Qoo products and making reasonable scheme People is paying more attention to the healthy of drink, especially children drink, they are more care.So if we meet their requirements ,can we keep their customer loyalty? 7 So our problem formulation : 1)Our topic is: “How to keep customer loyalty between 5-12 years children of Qoo in Shanghai” Our key words are: “children ,healthy” 3. Demarcation According to the problem statement, we decided the target customer is 5-12 years children.And we want to narrow the area, we focus on Shanghai. We will gather the primary data on the internet and concentrated areas of students such as the Pudong new rea. We also use questionnaire to the students. a Place: Pudong. Time: 19-21 Feb. 2013. We will draw up 200 pieces of questionnaires. 4. Methodology We will choose some theories or models: 4P ,PEST, five forces analysis, SWOT. And primary data we will through questionnaire to get information. The secondary data consists of data search on the Internet 4P: 1.product : Compared with other brand drink products for the advantages and disadvantages so that we can know in which way we improvement for Qoo Now Qoo company’s products are mainly concentrated in the fruit juice drink area, and the taste of the fruit juice beverage is simple, so that it is difficult to catch people's loyalty 2.Price:Through the network we will survey all kinds of drinks price and discuss whether to adjust Qoo product price 8 Qoo beverage products price is RMB 3.5, compared with other fruit juice it is higher , and at early when it enter the juice market , it was not met any trouble ,but now it is not the same 3.Place:Through controlling the share of Qoo drinks in the small store, supermarket, convenience stores , we want to do this effectively Qoo sales We can see from Qoo’s sales, it is mainly concentrated in small shops, small stores, large supermarkets, occasionally have a beverage vending machines selling Qoo 4.Promotion:With the aid of Qoo drink laid down the foundation in the consumers' mind ago, we think repackaging listed is a good way for Qoo Long ago we can often see Qoo cartoon advertisements in television, so the advertisement effect is very good. But then, with the amount of advertising is reduced, and other new types of fruit juice drinks enter the market, the familiar from people to the Qoo is reduced a lot PEST PEST is a model for the enterprise to analysis the macro environment , we will analysis the enterprise's external environment, through the political, economic, social, science and technology, this four aspects to analysis some uncontrollable factors. Five forces analysis: Five forces analysis is consist of the threat of entry; the power of buyers; the power of suppliers; the threat of substitutes; competitive rivalry. In this case, we want to analysis the situation to improve the loyalty among the children. 9 SWOT: On the basic of above analysis and through the strength, weakness, opportunity, threat analysis to make a decided to how to change the present situation and keep the children’ loyalty. 5.Analysis: PEST analysis Qoo is a healthy kind of fruit and vegetable beverages, and China's soft drinks market contains tea beverages, fruit and vegetable drinks, carbonated drinks, drinking water, nutrition drinks, functional drinks. Political Factors: The Coca-Cola company has laid a solid market foundation and government cooperation foundation in china, its company products has a lot of advantage to research and promotion, it can good use the advantages of brand to get the customer's recognition and pro-gaze 10 Economical Factors: According to the national bureau of statistics bulletin data, the beverage industry output for 130.2401 million tons, than last year the corresponding period grows 10.73%.And Fruit and vegetable juice production 22.2917 million tons, than last year the corresponding period grows 16.09%,it is a good news to Qoo. Social and cultural Factors: Contemporary, healthy life is an important point of view what the Chinese people advocate , and Qoo -- fruit and vegetable drinks, catering to the Chinese parents care for children healthy growth, it can very good catch children consumer groups. Technological Factors: In China mainland, Qoo drink is only orange and apple taste, but in Hong Kong there are raisins taste and soy milk products, it is also very popular drink. Competitor analysis: What we know famous brand of domestic fruit juice beverage have Master.Kong, President,,Hui Yuan,Coconut(R) Coconut Juice ,they are the strong competitors in the 11 fruit and vegetable drinks market , such as Master Kong , their products have many classification , price moderate, and Hui Yuan put all the point in juice beverage market, their products has a long history in China, and have a good mass base. *Sheet 1 Cocon ut(R) Hui Master Brand Qoo Qoo Qoo CoconLOTTE .Kong Yuan ut Juice Coconut OrangOrangRaisinOrangOrangMango Taste Juice e juice e juice s juice e juice e juice juice Price( 3.5 2.5 3.5 3.5 3.5 3 2.5 RMB) Capaci 450ml 450ml 200ml 245ml 200ml 310ml 180ml ty Carton Carton Canned Canned pack Bottled Bottled Carton packinpackinpackinpackinpackinpackinpackin g g g g g g g Consu5-15yeOver 5-15yeMass Over 5-15yeHigh groups mer ar old 16 ar old 16 ar old school groups of year of year of studen ts Childreold of Childreold of Childre n n young n young wome 12 n From the above chart, we can see, Qoo product price is higher than general beverage products , but, in early sales, Qoo did not meet a lot of obstacles, because Qoo has a specific product market positioning, is the 5-15 years old of children. It makes the Qoo products successfully occupied the children's market., And compared with other products,Qoo also have 200ml,310ml,450ml,1.5Lcapacity, it meet the needs of the capacity of most people. Expect in packing ,it has bottled packing,carton packing,canned packing. Five forces analysis: 1.Suppliers bargaining power: From the raw material supply, our country fruit resources is rich , many fruit juice beverage enterprises have their own production base, suppliers bargaining capability is not strong In addition,in recent year ,the packing of PET bottle is used by many manufacturers,it lead the PET suppliers bargaining power is becoming more stronger. 2.buyer bargaining power: Overall, fruit juice beverage market purchase business bargaining power is strong. 13 First of all, from the sales mode, in First-tier cities, the dealer get the enough information , and small product differentiation.so the dealer's bargaining power is larger. Secondly, from the retail terminal , for such as wal-mart, carrefour supermarket, the fee is very high, such as the choose for PET bottles of juice drinks is very strict, This kind of stores will according to their own interests, and participate in the formulation of the retail price of products. As for the small and medium-sized stores, small shops, etc., the price is very sensitive, substitute products are abundant, bargaining capability power is strong. 3.potential new entrants: The fund demand. Market entry require a great number of investment so that it constitute a kind of barriers to entry. 4.Threat of substitute product The Fruit juice beverage industry's substitute is not only for other types of juice beverages,but also for other kind of drinks . If the price of substitute is low,it will make the fruit juice drinks price ceiling only at a relatively low level, this is limits the fruit juice beverage revenue. 5.The rivalry among competing sellers 14 From the industry life cycle, with people living standard and consumption ability enhancement, fruit juice beverage industry has entered the fast development period, the products are known to the public, the market demand is increase. At present, fruit juice beverage market have more powerful competitors, product category is various, demarcation market all have own leaders.Qoo based on children' market, so research this part of the group that to meet consumer demand. SWOT analysis: 1.)Strengths: After market segmentation, "Qoo" is target the market positioning in 6-14 years old children, this is jump out the limit of most of the fruit juice brand positioning in female market, avoid of competition with many market leading brands .it also created conditions for "Qoo" get into fruit juice beverage market , it is very good to build their own market foundation In recent years ,Coca-Cola,the mother company of Qoo, is positive expansion in non-carbonated beverages market ,Coca-Cola is toward the all-round beverage company , in addition to Qoo juice drinks and nestle lemon tea series, in foreign countries also introduced a yogurt, cheese, children milk products, and Coca-Cola also has a strong interest in coffee, milk tea and so on beverage market. 15 2.)Weaknesses: Qoo have many competitions in juice beverage market ,also there are many substitute products,.In front of so much products, it is easy for the consumer lose their loyalty. and like five competitive forces analysis said,the the price of substitutes have more attractive, the limit for Qoo is more powerful, 3.)Opportunities: Qoo drinks positioning the children' market strategy is its biggest opportunity , enterprises should grasp the market changes, seize the opportunity, development new kind of drinks, reasonable positioning, realize product category differentiation. If Qoo want to keep its uniqueness and lasting competitiveness, the key is the brand culture construction Low cost competition strategy and through the integration of the organization's resources , reduce the cost of value chain activities, in order to realize low cost competitive advantage. 4.)Threats: The children's market is a new market, a lot of beverage factory are not put their point here,Qoo as a pioneer,when they seize the opportunities ,they also have to assume some risks. We all know children drink have a high requirement .So how to meet the 16 health needs of children, how to let the parents satisfaction is an important issue what Qoo company in the operation must be facing in the later. Questionnaire data analysis and conclusion The questionnaire was handed out to the students at Pudong new area. Our target group is 5-12 students.So the middle school is our best test point. Next we will choose some especially questions and answer to analysis. Sheet1. How old are you, A.5-7 B.7-9 C.9-11 D.11-13 E.13-15 F.15-17 Our questionnaire distributed location at the school in the Pu Dong new area ,so our questionnaire object generally are students, and also they are our main customer group of Qoo products.. Sheet 2. Have you ever tried our Qoo juice drinks? A.Yes B.No 17 We want to know, now how many children have tried our Qoo juice drink, now how many loyal customers we have kept.And the children who did not try our product, for what reason ,we would ask them why not try blow the questions. Sheet 3.what is the reason made you not always buy Qoo juice drink products? A.It is not my favorite brand B.Nutritional value is not high C.Price is too high D.Do not know 18 Through this chart, we want to know the reason that this children why not always buy or never buy Qoo products , and about their advice for Qoo.And we can also through their opinions about Qoo product, we make some improvement, so that at the same time get their loyalty.For example, like C.Price is too high, we can make some lower price,it will make a good affect. 4.what do you always drink in your daily life ? A.Mineral water B.Coca Cola carbonated drinks, etc C.Milk D.Qoo juice drink E. Tea drinks ,etc F.Master Kong juice drink G.other__ 19 The drink for many people in daily life is different,and they favor different brand drinks.Especially children, parents pay more attention to their health, so, many children will drink mineral water in their daily life,But there are also has a lot of people like to drink juice drink,tea drink,and Coca-Cola carbonated drinks.So, we can see from the chart, if Qoo can build a healthy beverage strategy, it will greatly improve our promotion and sales. Sheet 5. Do you think the price of Qoo is expensive ? A.Yes B.No C.Never care 20 In this question ,we just want to know if people is caring about the drinks price .Because we all know Qoo juice drink is always more expensive than other juice drinks.So we worry about if this will be a problem to us. From the sheet ,we can know there are 38% people are think the Qoo juice drink price is expensive ,we think it is too much ,if the people only 15-20%, it will be good. Sheet 6. which price level do you think is appropriate to you ?(RMB) A.2.5 - 3 B.3 - 3.5 C.3.5 - 4 D.4 - 4.5 E.4.5 - 5 Price is an important index for people to buy goods, reasonable price is a chip that we need to know. We hope that through the investigation, to know the hope price range hat children for Qoo drinks. and we will through the calculation of new price statistics t whether has the influence to the economy of our enterprise, so as to consider whether the new price is good for us. 21 Sheet 7.Do you know the "Qoo" cartoon characters? A.Yes,clearly B.No,I don't know C. Only a little Inside the chart we can see that only 12% of people know Qoo brand, and there are of people only know a little bit of information about Qoo. This is 52%a bad news, so we should be make a corresponding countermeasures for such a situation. Let more people ow Qoo,not just a little. kn Sheet 8.which way do you know about our "Qoo"juice drink ? A.Television advertising B.Newspaper advertising C.Network advertising D.Magazine E.Promote by friends F.Other________ 22 In this question ,we want to know if our promotion is did well.From the sheet ,we found that many people know our brand is from Network advertising and Television advertising.And only 12% people are promoted by friends. So from these two data,we think if we want to keep the customer loyalty, we must did well in Internet and Television. This two parts,we can not give up. Sheet 9.If Qoo hold a series of brand marketing activities, what kind of activities do you have the most interesting? A.Promotional activities B.Funny games C.Performances D.Award Answer-Question E.Other__ 23 When faced with different people, different way of promotion will have different effects. In the above chart , we can know more children like fun game , it will more attractive to them. While there are 24% of children like the performances, we can consider to use Qoo image to show some Qoo story. Let more kids know Qoo, it can let more children like Qoo, and buy our juice drink. Sheet 10.If we hold this activity, would you like to take your parents to join us? A.Yes B.No 24 We decided to not only attract children, but also hope to attract their parents pay attention to our Qoo products, because if you can let the children' parents recognized Qoo, children will be more determined to be our Qoo drinks’ loyal customers. So we also wants more children and their parents to take part in our activities Sheet 11.When you buying the juice drinks ,what do you care for ? A.Taste B.Packing C.Brand D.Healthy E.Price F.Convenience G.Other_ If we know what is people want from the new Qoo juice drink ,we can do better and meet the requirements of customers. So from the sheet 3,more people are caring about the healthy,it is nearby 1/3.and only 22% people are caring about taste, there are 17% people are take notice of the price.So we must put our attention in this three parts.what the customers want ,what is our company should do.In this way ,we can keep the customer loyalty. 25 Sheet 12.If our juice drink added vitamin C and calcium, better than other juice drinks ,it is more health, will you choose our Qoo? A.Yes B.No Health brand is our an important strategy on the future development in the future, so, whether through this to attract customers to buy our products, it will play a very important role. And in the chart, we can see that 85% of people will try after we add vitamin C and calcium, this is a good chance for Qoo. Sheet 13. When you choosing a fruit drink, what flavor would you prefer? A.Orange tastes B.Apple tastes C.Grapes tastes D.Watermelon tastes E.Peach tastes F.Other____ 26 Every boby has their particular tastes.But our Qoo juice drink most produce orange tastes drink. If we want to keep the customer loyalty,we can see from the sheet 4,and improve our Qoo juice drink, make various kind of tastes.So that the children customer will more like to choose our production. 14.Do you want say something to us ,or do you have some advice for us ? ___________________________________________________ In here, we can know some kids’ ideas and Suggestions for our Qoo.This is also the place where we are very concerned about, because, we can find many new things from here, so that in the later we can reform and improve for our product and enterprise. 27 6.Solution:New marketing Mix Price: Qoo positioning at children juice drinks, its price contrast other fruit juice beverage is higher , so we think the price should have a little decrease, so that make more children and their parents to buy our Qoo products, and in China consumer is more sensitive to the price so, the same price, the better quality, it will get more customers loyalty. Product: Qoo products should emphasize the professional of brand, and create a healthy brand, no matter in products or packaging,Qoo should emphasized a functional benefits: The fruit juice has added vitamin C and calcium, which is different from other traditional drinks, and at the same time ,Qoo should develop new products to adapt to the taste and the fond of children Place : In addition to traditional convenience store, supermarket,we also can in the school shop set our Qoo juice drink Special Counter and Qoo juice vending machine.let the Qoo juice drink live in children' life .It also helpful for children more convenient buy Qoo drinks. Promotion: 1.)We will strengthen the effort to advertise on the Internet. On the Internet we will put some pictures about "Qoo" drinking Qoo juice drinks on the Internet, and with very good voice "Qoo",like English"cool",let children vivid remember the "Qoo" lovely image. 28 2.)We will also in the Qoo official website, set up some links , they can let children point in and know the origin of the Qoo, and also there are some stories about Qoo with his friends, children more like Qoo,because they will think Qoo is a friend in their life. 3.)We will hold some fetival activities, let parents take children to participate in, and then we will sent out some prize about our Qoo product..This is not only can promote family relations, but also can get the loyalty of children/ parents. 7.Conclusion: In recent years, Qoo beverage product no matter in the nationwide or in Shanghai area ,the strength of their operation is not power , especially in the promotion, Qoo is not as good as other brands in this party, such as Master Kong and President , the passer can free try to drink.their product. And in the supermarket , with the Qoo shelves sales decrease, the customer isl being losing. Especially there is a problem ,some children don't ow well about Qoo brand. kn How to let the consumer keep their loyalty, and how to attract the modern children's sight, this is what we have to think about the problem So, we put forward the following Suggestions: Healthy Children brand strategy, we should firmly seize the emerging markets, development a fruit juice drinks what is pay attention to children' health, different from other conventional fruit juice drinks, becoming new and novel, health and vigor Role marketing strategy, we can trough "Qoo" the very lovely cartoon person , attract the children' interesting, and add on a series of activities and cartoon animation, let the children remember our blue "Qoo" 29 Point marketing strategy, because now we mainly consider about Shanghai children's customers, so we can through the school shop add some counter and vending machine, link the Qoo juice drink with children point to point. 8.Uncertainty factors and the impact of the plan According to our strategic plan,if we want to improve our customer’loyalty ,there are many uncertain factors. For example ,whether advertising or television advertising,they all need the company spend a lot of money in it .If ”Qoo” still popular in nowadays children ,whether Coca-Cola company need a new cartoon image.In school ,if we put Qoo vending machine, can it achieve the deaired effect. There are many uncertainty factors we need to think about. Although children is our target group ,but their parents also are our need to focus on .Because children economic sources is form their parents.And when the children choosing the drinks, the advice from parent is a very big factor. So,when we keep the 5-15 children customer’ loyalty ,in another way to say ,it is also to keep the 5-15 children’ parent loyalty. Economy: small profits and quick turnover is a common feature merchants, with the increase of product sales, the company also have a certain economic growth. 30 Management: Internet advertising is more and more important in nowadays,so we need more IT talents to design our Qoo web sites and online advertising to attract the attention of children, more staff also cause we need a more perfect management . In common, it expanded our market scope, make our market share increased, so that we can set up a long-term stable market. 9.Bibliography 31 Appendix Questionnaire about the Qoo beverage products ============================================== 1. How old are you, A.5-7 B.7-9 C.9-11 D.11-13 E.13-15 F.15-17 2. Have you ever tried our Qoo juice drinks? A.Yes B.No 3.what is the reason made you not always buy Qoo juice drink products? A.It is not my favorite brand B.Nutritional value is not high C.Price is too high D.Do not know 32 4.what do you always drink in your daily life ? A.Mineral water B.Coca Cola carbonated drinks, etc C.Milk D.Qoo juice drink E. Tea drinks ,etc F.Master Kong juice drink G.other__ 5. Do you think the price of Qoo is expensive ? A.Yes B.No C.Never care 6. which price level do you think is appropriate to you ?(RMB) A.2.5 - 3 B.3 - 3.5 C.3.5 - 4 D.4 - 4.5 E.4.5 - 5 7.Do you know the "Qoo" cartoon characters? A.Yes,clearly B.No,I don't know C. Only a little 8.which way do you know about our "Qoo"juice drink ? A.Television advertising B.Newspaper advertising C.Network advertising D.Magazine E.Promote by friends F.Other________ 9.If Qoo hold a series of brand marketing activities, what kind of activities do you have the most interesting? A.Promotional activities B.Funny games C.Performances D.Award Answer-Question E.Other__ 10.If we hold this activity, would you like to take your parents to join us? Yes B.No 11.When you buying the juice drinks ,what do you care for ? A.Taste B.Packing C.Brand D.Healthy E.Price F.Convenience G.Other_ 33 12.If our juice drink added vitamin C and calcium, better than other juice drinks ,it is more health, will you choose our Qoo? Yes B.No 13. When you choosing a fruit drink, what flavor would you prefer? A.Orange tastes B.Apple tastes C.Grapes tastes D.Watermelon tastes E.Peach tastes F.Other____ 14.Do you want say something to us ,or do you have some advice for us ? ___________________________________________________ 34 35 内部资料， 请勿外传～ 36 37