Integrated marketing strategy B beer - beer, Marketing - Food Industry
Recommended topic : Global alarm sounded prevent the flu Background A City is over 300 million people of a capital city, Beer Total annual consumption of around 30 million liters, the rapid economic development in recent years, the average amount of beer consumption growth above 20%, market prospect.
B Beer is the province's famous beer brand in the province for more than 40% market share, although the operation in A City for many years, but the market volume growth has been unable to effectively improve the market share of 20% has been wandering, market leadership has been in A city more than 70% market share of the property C beer license occupation.
B beer license for beer and C compete for market leadership and further expand in the A share market, the company at the end of 2005 on the charge of A City Marketing Managers and operational staff a large-scale adjustments to further enhance the strength, decided to adopt new marketing strategies and tactics, so that B beer market share in A City, a big leap forward, for within two years to achieve in A City leadership.
Our Newsletter planned to take over the project, immediately organized the project team on the market for in-depth investigation and analysis, full analysis of competitors and the self-
Respective gaps between the body and the advantages of rational allocation of resources, enter the advanced marketing idea, formulate a set of wine from China reported a new strategy of integrated marketing programs, implemented and achieved good results.
Market research and analysis A City on the market after a one-month investigation and analysis, we control the accurate market information on the market to make an objective assessment of:
A high-end beer market city market than its competitors (with Budweiser, Heineken, Carlsberg-based) are more external, middle and low beer market fundamentals are B and C license license partition, there is less competition, but C Beer is dominated by coverage of more than 95%.
beer consumer spending levels and a higher level, the minimum retail price of beer end of 2.5 yuan / bottle or more dominant, with more than 60% of consumer groups and consumer price sensitivity is not strong, 3 -5 yuan / bottle of beer accounted for 28% of consumer groups, and is growing rapidly.
consumer brand awareness and loyalty stronger brand to become the most important decision factor in consumer choice, in the middle and low beer market, consumers have strong C Beer loyalty.
A City beer market growth, market prospects, A city is the capital city, do a good job market for city driving B A brand of beer in the province Sell Very far-reaching strategic significance. Analysis of C Beer
C beer is an annual production of A city of 10 million liters of the medium, but beer business, 90% of sales are in the A market. After 20 years of painstaking efforts, C Beer In A City made the following advantages:
1. Brand C Beer is the first beer brand A City, visibility up to 100%, consumer loyalty as much as 80%.
2. Market Advantage C Beer in A City for more than 70% market share and volume growth as the market continues to rise.
3. Network advantage C Beer in A City of up to 95% of network coverage, at all levels of standard and robust network, and direct sales network of more sound and strong terminal control, logistics more efficient.
4. Management Advantage C beer A reason why the city get better performance, the key lies in C beer company specifications and effective marketing management.
C beer marketer of high quality, professional ability, service awareness and sense of team is very strong, relatively stable marketing policy, market monitoring effectively, the price system and network system is stable, more secure dealer profits, business risk than small.
But after careful analysis we found that, as the old state-owned enterprises C beer company over the years because city firmly under control A piece of excellent land, so that they lack a sense of crisis and sense of competition, so there is less obvious disadvantages:
1. The aging brand C Beer in A city depends entirely on the success of "weather, geography, and the" three major advantages, but not doing enough in brand building over the years did not brand image and brand rich in connotation and upgrade. The face of well-known, good brand image, brand and strong competition from brand infection, C beer and only put up any defense.
2. Product Innovation fatigue With beer consumption level and the level of consumers increasing consumer demand, more and more diversified and personalized, while the C brand of beer because of the new product development, technology, equipment reasons, it is difficult to keep up with consumer demand quickly, C beer has always been more than 20 years the system of 23 leading products can not meet consumer demand. If there is new competition into the C beer brands of the same target market, will certainly create a strong foundation of its market impact.
3. Difficult to improve the quality of products As C beer company's technology level and the equipment with less, companies have no ability to carry out large-scale investment in this area, resulting in product quality, there has been re-color, and preservation of the short, heavy oxidized flavor defects. With the quality of beer Tasting beer consumers ability to rising market the quality of beer on the C satisfaction was declining.
4. Lack of market inputs C beer company's market share because other ports small, inefficient enterprises and heavy burden, the profits from A city is only able to maintain the company's survival, a serious lack of liquidity, there is not enough money to carry out Advertisement Promotion, brand building and marketing end, the market into very small, the market is just inertia, the market is less outbreaks, damage will inevitably face strong rivals lost city.
Of B Beer B beer market over the years why the performance in A flat, in addition to market some of the objective of the original article source: cnwinenews.com result, the main problem is still out in itself. We found through analysis, B Beer in the operation of the city A shortage of the following:
1. Less brand loyalty Although B beer brand awareness is high, but the lack of effective communication with end consumers, coupled with a foreign brand affinity is not strong, C beer they have absolute control of position, so that A city of beer consumers on the B beer brand loyalty poor.
2. Network channels run inefficient Over the years, B Beer has always insisted a single Proxy Channel model system by more than one agent to the second installment of the products sold, or even three batches, and then to the terminal. A commercial power is limited, a direct supplier of end-less, poor control of the terminal, causing beer brand with C
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