Community Direct is not just propaganda - T brand direct marketing of wine Luoyang Community Practice.docVIP

 PAGE \* MERGEFORMAT 14 ‘Community Direct’ is not just propaganda - T brand direct marketing of wine Luoyang Community Practice T brand wine is wine, a small civil rights of private enterprises, mainly in the low-end product line products. H is the agent of the Company’s products in Luoyang, bare price for market operations, due to the high slotting allowance, promotion costs and brand influence and other factors, H company has not set foot in drinking terminal market, buying a large terminal operators and the super - chain is also not covered. Target market is mainly community retail, convenience stores and some alcoholic drinks and tobacco shops. After 5 months of operational, subject to the brand (T brand in the overall marketing communication that there are no input), price (CIF Main Product best-selling products and target markets in the retail price of less space), promotion (not to carry out effective channels and terminal marketing) and other factors, the market reflects the poor, mainly rely on city shop on credit. As of October 2005 H’s T brand wine shipments are less than the monthly reimbursement amount of 20%. T brand product sales in Luoyang trouble. Looking for market opportunities WU Zhao-early November 2005 into the H company, took over the product’s marketing. Aware of the current sales situation, WU Zhao-to the market on a detailed market research, looking for market opportunities. After two weeks of investigation, WU Zhao-wine market in Luoyang have some understanding of: 2005 Luoyang domestic line terminal to purchase wine brands as represented by the major manufacturers, from the year began in all supermarkets to buy one get First, special, buy gifts and other forms start melee combat. T brand products at this time to enter the hypermarket is clearly an obvious disadvantage in the balance of power. Low-end product sales in both retail and community-based B, C category store, the most popular are the retail price of 10 yuan products. By