Hongtashan brand diagnostic Minutes.docVIP

 PAGE \* MERGEFORMAT 18 ‘Hongtashan’ brand diagnostic Minutes In 2000, ‘Hongtashan’ to the brand value of 43.9 billion yuan the sixth highest among the Chinese brand, ‘Hongtashan’ can be described as an infinite scenery. However, ‘mad’, as the industry leader with, Hongta also faces enormous pressures and challenges. The face of the global tightening of the tobacco industry, faced with various local government efforts to support the property cigarettes, facing endless strange things competitors, the face of intense competition and increasingly complex market environment, Hongta a greater need to grasp at all times the overall situation, to avoid any decision-making mistakes. In-depth understanding of business and the market status quo in order to plan for the future, based on this purpose, in May 2001, Yunnan Hongta Group commissioned a joint longitudinal zhida on ‘Hongtashan’ brand and marketing status of a preliminary consolidation, aimed at the true an objective grasp of the status quo, for the decision-making. The project due to time and content constraints, we mainly target Hongta part of the external marketing environment of the research and grasp. ‘Hongtashan’ in people’s minds in the end mean? ‘Hongtashan’ brand positioning and communication is the status? Hongta Group’s marketing position and channel status? ‘Hongtashan’ sales momentum to slow down the real reason for this? With these questions, together longitudinal zhida started ‘Hongtashan’ brand diagnostic journey. First, research and basic judgments: Terminal Research: pushed to the corner of tobacco ‘king’ As a consumer and products, direct contact with the place, the terminal will have a direct decision of the sales at the same time, for product promotion, brand communication, distribution channel strategy to develop all have very important significance. We are the main choice of this research a number of northeastern and eastern cities, visited the terminal 150 were selected, including: st