Marketing Strategies
写一篇英语作文,总结吸引客户的营销策略
写一篇英语作文,总结吸引客户的营销策略 $$Marketing Strategies to Attract and RetainCustomers$$In the fiercely competitive world of business,attracting and retaining customers is paramount to success. To achieve this, companies need to adopt innovative and effective marketing strategies that resonate with their target audience. This article delves into the key elementsof successful marketing strategies that are designed to capture the attention of potential customers and fosterlong-term relationships.Firstly, understanding the target audience is crucial.A comprehensive market analysis should be conducted to identify the demographics, preferences, and needs of the intended customer base. This information serves as a foundation for creating tailored marketing messages that speak directly to the audience's interests and pain points. For instance, if the target audience is young professionals, marketing campaigns should focus on modern, sleek designs and emphasize convenience and efficiency.Secondly, content marketing remains a powerful tool. Creating valuable and engaging content that provides useful information or entertainment is an excellent way to attract customers. Blogs, videos, podcasts, and social media posts are all excellent platforms for content marketing. By providing relevant and timely content, companies can establish themselves as thought leaders in their industry, increasing brand recognition and trust.Thirdly, the utilization of social media is essentialin today's digital age. Social media platforms offer a direct line of communication with customers, allowing companies to engage in real-time conversations, address concerns, and promote their products or services. A strong social media presence can enhance brand visibility, foster a sense of community, and create opportunities for customer engagement and feedback.Fourthly, personalization is key in marketing strategies. Customers appreciate feeling valued and recognized, and personalized marketing efforts can help achieve this. From customized email campaigns to tailored product recommendations, personalization demonstrates thata company cares about its customers as individuals. This approach not only increases customer satisfaction but also boosts sales and loyalty.Moreover, offering exceptional customer service is paramount. A positive customer experience can turn a one-time buyer into a loyal brand ambassador. Companies should invest in training their staff to provide prompt, friendly, and knowledgeable service. Additionally, implementing customer support channels such as live chat, phone support, and email assistance ensures that customers' queries and concerns are addressed promptly.Furthermore, collaborations and partnerships can be beneficial for attracting new customers. Forming alliances with complementary businesses or influencers in theindustry can expand a company's reach and introduce its products or services to a wider audience. Joint marketing campaigns and cross-promotions can create synergies that benefit both parties.Lastly, leveraging data and analytics is crucial for optimizing marketing strategies. By collecting and analyzing customer data, companies can gain insights intocustomer behavior, preferences, and purchasing patterns. This information can be used to fine-tune marketing efforts, target specific segments, and measure the effectiveness of campaigns.In conclusion, attracting and retaining customers requires a multifaceted approach that incorporates a deep understanding of the target audience, valuable content marketing, social media engagement, personalization, exceptional customer service, collaborations and partnerships, and data-driven decision-making. By implementing these strategies, companies can build strong relationships with their customers, enhance brand recognition, and achieve sustainable business growth.。
Digital Marketing Strategies
Digital Marketing StrategiesIn today's digital age, having effective digital marketing strategies is crucial for businesses to reach and engage with their target audience. Digital marketing encompasses various online tactics and tools to promote products or services, increase brand awareness, and drive traffic to a company's website. In this article, we will explore some key digital marketing strategies that businesses can implement to achieve their goals.1. Search Engine Optimization (SEO):SEO is a fundamental digital marketing strategy that focuses on improving a website's visibility in search engine results. By optimizing website content, using relevant keywords, and building quality backlinks, businesses can increase their organic search traffic and rankings on search engines like Google. This results in more website visitors and potential customers finding and interacting with the brand online.2. Content Marketing:Content marketing involves creating and distributing valuable, relevant, and informative content to attract and engage a target audience. This content can take the form of blog posts, articles, videos, infographics, social media posts, and more. By providing valuable information to users, businesses can establish themselves as industry experts, build trust with their audience, and drive traffic to their website.3. Social Media Marketing:Social media platforms have become essential tools for businesses to connect with their audience, promote their products or services, and build brand awareness. By creating a strong social media presence on platforms like Facebook, Instagram, Twitter, LinkedIn, and Pinterest, businesses can engage with customers, share content, run targeted ads, and drive traffic to their website.4. Email Marketing:Email marketing is a powerful digital marketing strategy that involves sending targeted and personalized emails to a company's subscribers and customers. By building an email list and sending regular newsletters, promotions, and updates, businesses can nurture relationships with their audience, drive traffic to their website, and increase conversions and sales.5. Pay-Per-Click Advertising (PPC):PPC advertising involves paying for ads that appear on search engines or social media platforms when users search for specific keywords or demographics. Businesses can target their ads based on location, interests, demographics, and more to reach their ideal audience. By using platforms like Google Ads or Facebook Ads, businesses can drive traffic to their website, increase brand visibility, and generate leads and sales.6. Influencer Marketing:Influencer marketing involves partnering with influencers or popular personalities in a specific industry to promote products or services to their audience. By collaborating with influencers who have a large and engaged following, businesses can reach a new audience, build credibility, and drive traffic to their website. This strategy can be highly effective in reaching niche markets and increasing brand awareness.7. Website Optimization:Ensuring that a website is user-friendly, mobile-responsive, and optimized for speed and performance is essential to the success of digital marketing strategies. A well-designed and easy-to-navigate website will improve user experience, increase dwell time, and encourage visitors to explore more pages and take action. Additionally, optimizing landing pages, calls-to-action, and forms can improve conversion rates and lead to higher sales and revenue.In conclusion, implementing a comprehensive digital marketing strategy that combines SEO, content marketing, social media marketing, email marketing, PPC advertising, influencer marketing, and website optimization can help businesses achieve their marketing goals and reach their target audience effectively. By leveraging the powerof digital marketing, businesses can increase brand visibility, drive traffic to their website, generate leads and sales, and ultimately grow their business in the digital realm.。
网络市场营销策略英文
Network Marketing StrategiesIn today’s rapidly evolving digital landscape, effective network marketing strategies are essential for businesses looking to reach and engage with their target audience. By leveraging the power of online platforms and technologies, companies can connect with potential customers in ways that were previously unimaginable. In this document, we will explore key strategies and best practices for successful network marketing campaigns.Understanding Your Target AudienceOne of the first steps in developing a successful network marketing strategy is to understand your target audience. By conducting thorough market research and analysis, businesses can gain valuable insights into the preferences, behaviors, and needs of their potential customers. This information can then be used to create targeted, relevant content that resonates with the audience and drives engagement.Building a Strong Online PresenceIn today’s digital age, having a strong online presence is crucial for businesses looking to succeed in network marketing. This includes establishing a professional website, creating active social media profiles, and engaging with customers through various online channels. By maintaining a consistent and engaging online presence, companies can increase brand visibility and attract new customers.Content MarketingContent marketing is a powerful tool for driving traffic and generating leads in network marketing. By creating high-quality, relevant content that provides value to the audience, businesses can establish themselves as industry leaders and build credibility with potential customers. Whether it’s through blog posts, videos, infographics, or social media posts, compelling content can attract and engage with the target audience, ultimately driving conversions and sales.Social Media MarketingSocial media platforms have revolutionized the way businesses interact with customers and promote their products or services. With billions of active users across various platforms, social media marketing offers businesses an unparalleled opportunity to reach and engage with their target audience. By creating compelling social media campaigns, businesses can increase brand awareness, drive website traffic, and generate leads.Email MarketingEmail marketing remains one of the most effective ways to reach and engage with customers in network marketing. By sending personalized, targeted emails to subscribers, businesses can nurture leads, drive conversions, and build long-lasting relationships with customers. Whether it’s through promotional offers, newsletters, or product announcements, email marketing allows businesses to stay connected with their audience and drive repeat business.Search Engine Optimization (SEO)Search engine optimization (SEO) is essential for businesses looking to improve their online visibility and attract organic traffic. By optimizing their website and content for relevant keywords and phrases, businesses can improve their rankings in search engine results pages and drive more traffic to their site. By implementing best practices in SEO, businesses can increase their online visibility and attract more potential customers.ConclusionIn conclusion, network marketing is an essential component of any successful business strategy in today’s digital age. By und erstanding the needs and preferences of their target audience, building a strong online presence, creating compelling content, leveraging social media platforms, utilizing email marketing, and implementing SEO best practices, businesses can achieve success in network marketing. By following these key strategies and best practices, businesses can effectively reach and engage with their target audience, driving conversions and ultimately growing their business.。
营销策划方案通用句子英文
营销策划方案通用句子英文1. Executive SummaryThis marketing plan outlines the strategies and tactics that will be implemented to promote [Company Name] and achieve its marketing objectives. The primary goal is to increase brand awareness, generate leads, and ultimately drive sales. The plan encompasses various channels and activities that will be executed within a specified timeframe.2. Situation Analysis2.1 Company Analysis[Company Name] is a [brief description of the company]. It has been operating in the market for [number of years] and has achieved significant milestones. However, there are areas for improvement in terms of market share and brand recognition.2.2 Customer AnalysisThe target customers for [Company Name] are [description of target audience]. They have specific needs and preferences that must be taken into consideration when developing the marketing strategies. It is important to understand their demographics, psychographics, and buying behavior.2.3 Competitive AnalysisThe market is highly competitive, with several key players offering similarproducts/services. It is essential to identify the strengths and weaknesses of the competitors to develop a competitive advantage. Analyze their marketing strategies, pricing, distribution channels, and customer satisfaction levels.3. ObjectivesThe marketing objectives for [Company Name] are as follows:- Increase brand awareness by X% within [specific time frame].- Generate X% more leads through various marketing channels.- Increase website traffic by X% within [specific time frame].- Achieve a Y% growth in sales within [specific time frame].4. Target MarketDefine the target market based on demographics, psychographics, and behavior patterns. Develop buyer personas that represent ideal customers, including their age, gender, income level, interests, pain points, and buying behavior. Understand their needs and motivationsin order to develop effective marketing messages.5. PositioningDefine the unique value proposition of [Company Name] and its market position. Highlight the key differentiators that set the company apart from competitors. Position the brand in a way that resonates with the target market and meets their specific needs. Identify the brand's personality, voice, and tone.6. Marketing Strategies6.1 Product/Service StrategyPosition the product/service as a solution to the target market's needs. Highlight its features, benefits, and value. Develop a pricing strategy that reflects the product/service's value and differentiates it from competitors.6.2 Promotion StrategyUtilize various marketing channels to create brand awareness and drive customer engagement. Develop a content marketing strategy that includes blog posts, social media posts, videos, and infographics. Leverage search engine optimization (SEO) techniques to increase organic traffic. Implement a paid advertising campaign through platforms such as Google Ads and social media ads.6.3 Distribution StrategyIdentify the most effective distribution channels to reach the target market. Consider partnering with wholesalers, retailers, or online marketplaces to increase product/service visibility. Develop a strong online presence through an optimized website and e-commerce platforms.6.4 Communication StrategyDevelop a comprehensive communication strategy to engage with the target market. Utilize various communication channels such as email marketing, social media, public relations, and influencer marketing. Provide valuable and relevant content that educates, entertains, or solves problems for the target audience.7. Implementation7.1 Marketing CalendarDevelop a detailed marketing calendar that outlines the activities, timeframe, responsible parties, and goals for each marketing initiative. This will ensure that all activities are executed in a timely manner and in alignment with the overall marketing objectives.7.2 Budget AllocationAllocate the marketing budget accordingly to ensure each marketing activity is adequately funded. Consider the cost of advertising, content creation, website optimization, and other marketing initiatives. Regularly evaluate the return on investment (ROI) of each marketing channel and adjust the budget allocation accordingly.7.3 Key Performance Indicators (KPIs)Establish KPIs for each marketing objective and monitor them regularly. Examples of KPIs include website traffic, leads generated, conversion rates, social media engagement, and sales growth. Regularly track and analyze the KPIs to measure the effectiveness of the marketing efforts.8. Evaluation and ControlRegularly evaluate the performance of the marketing strategies and initiatives. Analyze the results of each marketing campaign, measure the ROI, and assess the achievement of marketing objectives. Make adjustments to the strategies and tactics based on the analysis to continuously improve marketing efforts.9. ConclusionThis marketing plan serves as a roadmap for [Company Name] to achieve its marketing objectives. It outlines the strategies, tactics, and activities that will be implemented to increase brand awareness, generate leads, and drive sales. Regular evaluation and adjustments will ensure the plan remains effective in a dynamic market environment.。
营销方案英文
营销方案英文Marketing PlanIntroduction:Our marketing plan aims to promote our products and increase sales in the international market. We will use a mix of online and offline marketing strategies to reach our target audience. Objective:Our main objective is to increase brand awareness and generate more leads, ultimately leading to increased sales. We will also focus on expanding our customer base in new markets.Target Audience:Our target audience consists of young professionals aged between 25 and 40 who are interested in sustainable and eco-friendly products. They value high-quality products and are willing to pay a premium for them.Marketing Strategies:1. Social Media Marketing:We will leverage popular social media platforms such as Facebook, Instagram, and Twitter to reach our target audience. We will create engaging and informative content, run targeted ads, and engage with followers to build a strong online presence.2. Influencer Marketing:We will collaborate with influential bloggers and vloggers who have a significant following in our target market. They willpromote our products through sponsored posts and reviews, helping us reach a wider audience and build trust.3. Content Marketing:We will create valuable content such as blog posts, videos, and infographics that provide useful information related to our products. This will help us establish our brand as a reliable source of information and build credibility.4. Email Marketing:We will build an email list by offering valuable content and exclusive offers to our website visitors. We will then send regular newsletters and personalized emails to engage with our audience and promote our products.5. Trade Shows and Exhibitions:We will participate in relevant industry trade shows and exhibitions to showcase our products to potential customers. This will provide us with an opportunity to network with industry professionals and generate leads.6. Partnerships and Sponsorships:We will seek strategic partnerships and sponsorships with related businesses and organizations that align with our brand values. This will give us access to their customer base and help us reach a wider audience.7. Customer Referral Program:We will incentivize our existing customers to refer our products to their friends and family. We will offer them discounts, freeproducts, or other rewards for successful referrals. This will help us leverage the power of word-of-mouth marketing.Evaluation and Metrics:We will regularly evaluate the effectiveness of our marketing strategies by monitoring key performance indicators such as website traffic, social media engagement, lead generation, and sales conversion rates. We will make necessary adjustments based on the data collected to optimize our marketing efforts. Conclusion:By implementing a comprehensive marketing plan that includes social media marketing, influencer marketing, content marketing, email marketing, trade shows & exhibitions, partnerships & sponsorships, and a customer referral program, we are confident that we will increase brand visibility, generate leads, and ultimately drive sales in the international market.。
Marketing Strategies
Now it is my pleasure to introduce the marketing strategies part. Our marketing strategies mainly come from 5P analysis method.First of all, let us come to the price strategy. In this part, we consider differential pricing strategy. As our marketing segmentation and marketing target part have shown, our product Maotai mainly faces to middle-class and wealthy people for banquets, personal meet , gift and luxurious collection. Therefore, we set different price according to different product quality and usages. For normal party, banquet and perssonal meeting, we have middle-class price. For upper class occasions or gifts, we prepare high-end price. For luxury , fluant or collections, we have more luxurious price.Secondly, I will talk about the place strategy, or in other words, the channel strategies. In this part, we adopt multi-channel strategy. On the whole, we take the manufacurer-disributer-retailer way. At first, we may set cabinets at main supermarkets in Russia. Furtherly, we can set exclusive shops and luxury shops in big cities like Moscow or St.Petersburg. Of course, online retailers will not be absent.Next is the promotion strategy. In a word, we use a combination of pull and push. On the one hand, the number of wealthy people is small, so we hire specific salesmen to promote our product to wealthy people. Then through word of mouth, we can make promotion in the wealthy groups.On the other hand, aimed at the middle-class market, we will not forget to make advertisement in supermarket, televisions and the Internet. Such as their leaders Putin and Yeltsin enjoy Maotai very much. Moreover, special way to make promotion is accepable. For example , price discount at the first period such as one month, or VIP system in which VIP can taste our new product and attend high-end parties organized by us.What is more, we have package strategy. We still use different strategies in terms of different classes or products. For the normal product, we just use blue white and red package on the surface, and use the same bottle in China. For higher-end product, we will make different but limited packages so that we can achieve our promotion goals in a certain extent. And for luxuries, we offer customized packages to show off their identities.Last but not least, I will briefly introduce the product strategy. In the introduction period, we want to make breakthrouth from wealthy people. Salesman and advertising aimed at wealthy people can not be ignored. And we hope to achieve the word of mouth mode. At the same time, advertising and pormotion like price discount faced to middle-class people in the supermarkets, televisions and the Internet is necessary. Then in the growth brand, we try to create our own brand in Russia which is different from vodka. We take the different way from vodka, aimed at create a high-end brand, which is a symbol of status and a calling card of China. In the mature period, our goal is to maintain our customers and reclaim funds. To achieve this goal, we have to improve our product and service. As for the product, we are supposed to bring forth the new through the old again and again. Plus, we can provide more intimate service. In-time inquiry, hign-end parties, and one on one customized service can be considered. Then in the declining preiod, we have to withdraw from the market as far as we can so that we can reduce the loss to a minimum.。
餐厅的营销策略英语翻译
餐厅的营销策略英语翻译Restaurant Marketing StrategiesThere are various effective marketing strategies that restaurants can implement to attract customers and increase their revenue. Here are some key strategies:1. Online Presence and Social Media: Establishing a strong online presence is crucial for any restaurant. Creating a visually appealing and informative website that includes the menu, location, contact information, and online ordering options can attract potential customers. Additionally, active engagement on social media platforms such as Facebook, Instagram, and Twitter can help reach a wider audience. Sharing enticing food pictures, promoting special offers, and responding to customer reviews and queries promptly can enhance the restaurant's online reputation.2. Loyalty Programs and Special Deals: Implementing a loyalty program can encourage repeat visits from customers. Offering discounts, coupons, or freebies to repeat customers can help build brand loyalty. Special deals, such as happy hours, daily or weekly specials, and combo offers, can attract new customers and create a buzz around the restaurant.3. Collaborations and Cross-Promotion: Collaborating with local businesses or influencers can expand the restaurant's reach and attract new customers. Hosting events, offering exclusive promotions, or providing catering services for local organizations or businesses can help build brand visibility and attract potential customers.4. Online Reviews and Reputation Management: Positive online reviews can significantly impact a restaurant's reputation and attract new customers. Encouraging satisfied customers to leave reviews on platforms such as Yelp, Google, or TripAdvisor can help build a positive online reputation. Additionally, addressing negative reviews promptly and professionally can demonstrate the restaurant's commitment to customer satisfaction.5. Email Marketing Campaigns: Building a customer email list and sending targeted promotional campaigns can be an effective way to reach potential customers. Sending out newsletters with updates on new menu items, upcoming events, or exclusive offers can help establish a direct line of communication with customers and encourage them to revisit the restaurant.6. Influencer Marketing: Collaborating with popular food bloggers or local influencers who have a sizable following can help attract new customers. Having them write a review, share pictures of the restaurant's dishes, or host a giveaway on their social media platforms can generate buzz and increase awareness of the restaurant among their followers.7. Community Engagement and Sponsorships: Getting involved in the local community through sponsorships, charity events, or partnerships with local organizations can create goodwill and positive brand association. Supporting local causes and participating in community events can help the restaurant build a positive reputation and attract customers who value community engagement.In conclusion, implementing a comprehensive marketing strategy that includes an online presence, customer loyalty programs, collaborations, online reviews, email campaigns, influencer marketing, and community engagement can help restaurants attract new customers and increase their revenue.。
10个英语营销策划方案
10个英语营销策划方案Introduction:The following marketing plan outlines a comprehensive strategy for XYZ Company to enhance its market presence, increase brand awareness, and improve sales figures. This plan incorporates various marketing strategies, including social media marketing, content marketing, influencer marketing, email marketing, and traditional advertising. By implementing these strategies effectively, XYZ Company can achieve its marketing goals and stay ahead of its competitors.I. Situational Analysis:1. Company Overview: Provide an overview of XYZ Company, its products or services, key competitors, and target market.2. SWOT Analysis: Conduct a comprehensive SWOT analysis to evaluate the company's strengths, weaknesses, opportunities, and threats.3. Competitive Analysis: Analyze the strengths and weaknesses of key competitors and identify opportunities for differentiation.4. Market Analysis: Identify market trends, customer preferences, and demographic data to better understand the target audience.II. Marketing Objectives:1. Increase Brand Awareness: Enhance brand recognition and establish XYZ Company as a trusted name in the industry.2. Expand Market Share: Increase the company's market share by attracting new customers and retaining existing ones.3. Improve Customer Engagement: Foster closer relationships with customers through effective communication and engagement strategies.4. Boost Sales: Increase sales figures by implementing effective marketing strategies and promotional campaigns.5. Enhance Online Presence: Improve the company's online presence through digital marketing initiatives.III. Marketing Strategies:1. Social Media Marketing:- Develop a social media marketing plan to promote XYZ Company through platforms such as Facebook, Instagram, Twitter, and LinkedIn.- Publish regular content, including posts, images, videos, and interactive content, to engage with the target audience.- Collaborate with influencers to promote the brand and maximize reach.- Monitor social media metrics and analytics to optimize campaigns.2. Content Marketing:- Develop a content marketing strategy to publish informative and valuable content through blogs, articles, and videos.- Optimize content for search engines to increase organic traffic.- Collaborate with industry experts and influencers to create guest posts and thought leadership content.- Distribute content through various channels, including the company website, social media platforms, and industry forums.3. Influencer Marketing:- Identify and collaborate with relevant influencers to promote XYZ Company's products or services.- Provide influencers with free samples, discounts, or exclusive offers to encourage them to promote the brand.- Monitor influencer campaigns and track ROI to ensure effectiveness.4. Email Marketing:- Develop an email marketing strategy to communicate with customers, provide updates, and promote new products or services.- Segment the customer database to send personalized and targeted emails.- Create compelling email content and use eye-catching visuals.- Analyze email open and click-through rates to make necessary improvements.5. Traditional Advertising:- Utilize traditional advertising channels, such as print media, radio, and television, for wider reach.- Design visually appealing advertisements that effectively convey brand messages.- Choose media channels that align with the target audience demographics and behavior.IV. Implementation Plan:1. Timeline: Develop a detailed timeline outlining key milestones and activities for the implementation of the marketing strategies.2. Budget: Allocate resources and budget for each marketing strategy, along with a contingency plan.3. Team Structure: Assign responsibilities to team members and ensure effective communication and coordination among them.4. Tracking and Evaluation: Regularly monitor and evaluate the performance of each marketing strategy using key performance indicators (KPIs) and adjust the plan accordingly. V. Conclusion:By implementing the above marketing strategies and following the implementation plan, XYZ Company can achieve its marketing goals and strengthen its market position. Continuous evaluation and adjustments will help ensure the success of the marketing plan and keep XYZ Company at the forefront of the industry.。
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都是第三代咖啡浪潮中精品咖啡馆的典型代表） • 2016年，10 亿美元收购新加坡 Super Group（是雀巢在东南亚速溶咖啡市场最接近的竞争对
……
Thank you for your lisening
处于市场领先地位） • 2014年，53亿美元重组亿滋和DE，合并后的公司 Jacobs Douwe Egberts（JDE）占全球咖啡
市场 9.6%，成为仅次于雀巢的咖啡公司（亿滋在法国、乌克兰、瑞典等国位居市场第一） • 2015年，139亿美元收购KEURIG Green Mountains绿山咖啡（单杯咖啡[胶囊咖啡K-cup的创
JAB'STRATEGIES
Part1:公司简介JAB的咖王国ABOUT US1、JAB 仅仅用了6年时间，就成为全球咖啡巨头雀巢和星巴克 的头号对手。 2、JAB 背后的实际控制者是来自德国的莱曼（ Reimann）家族， 2016 年《经理》杂志评选出的欧洲第二富有的家族，JAB 是莱 曼家族的投资工具，成立于1828年。 3、从 2012 年开始，JAB 砸了总计超过 400 亿美元用来进行至 少 9 笔咖啡关联的收购 4、市场研究机构欧睿国际数据显示，目前全球咖啡市场规模为 830亿美元，过去五年来保持了5.5%的年复合增长率，其中排名 第一的雀巢市场占有率为22.6%，排名第二的是市占率9.6%的 Jacobs Douwe Egberts（即来自JAB)，星巴克与Lavazza各占2.5%， 并列第三。
• 近期JDE也也正积极布局中国市场。JDE宣布将通过天猫国际旗舰店引进 多个进口咖啡品牌，包括摩可纳、L ‘OR、Kenco和中国消费者曾经非 常熟悉的麦斯威尔咖啡。在与星巴克“正面交锋”的连锁咖啡业务上， JAB正在开设更多的Peet’s Coffee门店。
• 2017年10月Peet’s Coffee在上海开出了中国首店；在随后两年半的时间在 上海一共开出了8家门店。今年9月，Peet’s Coffee杭州首店开业；今年 10月，Peet’s Coffee在上海开设了一家快闪店，“复刻”该品牌于1966年 创办的首家门店。
Part2: 市场营销战略分析
strategy 1:Market Development
• 2012年，9.93亿美元收购Peet’s coffee（在美国，被称为“星巴克之父”） • 2012年，3.4亿美元收购Caribou coffee(在美国仅次于星巴克的连锁咖啡店） • 2013 年，97 亿美元收购荷兰咖啡公司 D.E Master Blenders（在新西兰、挪威、比利时等地
Strategy 2:Related Diversification
JAB近几年投资并购的品牌，遍布咖啡消费环节的上下游，无论是精品咖啡店 还是连锁咖啡店，无论是与雀巢对标的速溶咖啡品牌还是胶囊咖啡机品牌， JAB统统收入囊中： • 2015年，139亿美元收购KEURIG Green Mountains绿山咖啡（单杯咖啡[缴纳
咖啡K-cup的创立者） • 2015年，Peet’s coffee收购Stumptown、counter culture和Intelligentsia Coffee
（这三家咖啡店都是第三代咖啡浪潮中精品咖啡馆的典型代表） • 2016年，10 亿美元收购新加坡 Super Group（是雀巢在东南亚速溶咖啡市场
手，拥有东南亚的15家工厂）
特色品牌打造： JDE Peet’s
据公告显示，JAB将把仅次于雀巢的全球第二大咖啡烘焙商 Jacobs Douwe Egberts （下称JDE）与美国高端咖啡连锁品牌Peet’s Coffee合并为一个实体“JDE Peet’s”
JDE Peet’s的品牌组合将包括许多知名的咖啡品牌，为消费 者提供广泛的选择，既包括传统的烘焙和研磨咖啡、速溶咖啡，也 包 括Senseo和Tassimo等咖啡机平台，以及与其他流行的咖啡系统兼 容的产品。
最接近的竞争对手，拥有东南亚的15家工厂） • 2016年又收购甜甜圈咖啡连锁店Krispy Kreme，2018年则收购了英国餐饮连
锁Pret a Manger。
strategy 3:.Forward Integration
• 积极扩张实体店，截止到目前为主，Peet’s coffee的门店总数为245家， 其中主要集中在加利福尼亚，有189家门店。
视乎市场情况，JDE Peet’s IPO（首次公开募股）预计将在 2020年的某个时间点完成。JDE Peet’s计划明年在欧洲上市，募集 30亿欧元（约合人民币234亿元） 。 值得注意的是，如果IPO顺利进 行，将成为目前全球最大的咖啡上市公司，并将成为2020年计划在 欧洲进行的最大规模的IPO之一。