Dark horse Battle of the transformation of King Louis.docVIP

 PAGE \* MERGEFORMAT 22 ‘Dark horse’ Battle of the transformation of King Louis Beijing market has always been a battleground brands in the frozen sector is no exception. Whether it is three-wide, thoughts and other domestic first-line brands, or Wan Chai Ferry Pier, Lung and other overseas brands have invested in Beijing, a large number of financial and material resources, and strive to expand their market territory. In 2006, remembering the success of listing in Singapore, but also is eyeing the Beijing market, this strategic importance as its foregone conclusion. Beijing market has been based on the gold Louis businesses, this is a war about life and death. Past ‘strongmen’, today every ‘Martial Law’, war seemed imminent. Inventory of the market, two major issues highlighted Louis business consulting firm commissioned to accept payments immediately after the first line to start the detailed in-depth market research, a careful inventory and found King Louis did not optimistic, of which there are two of the most fundamental problems. First of all, King Louis have seriously neglected the long-term brand building and brand accumulation. Frozen food industry because of technological threshold is not high, since 1995, the frozen food market has changed from ‘calm’ over the non-competitive state of the product after another war, price war, selling war and today the industry is trapped in full swing in which the ads war, as first-line market, the brand most well-known to create great attention, in the minds of the people has been considerable status. The King Louis in the many years of market operation, did not form an effective brand of precipitation, the typical performance is the product great influence, but the brand influence is quite small. The survey found that even though many consumers eat louis products (accounting for nearly 50% of the ratio), there are many that heard of ‘King Louis’ brand. Analysts believe that the main reason for this phenomenon