2004 Mengnius competitive tactics partial adjustment.docVIP

 PAGE \* MERGEFORMAT 6 2004 Mengniu’s competitive tactics partial adjustment 2004 distributors of liquid milk are most concerned about what? 100% of the respondents: price war, but for the price war concerns 99% of the factors that come from Mengniu, as Mengniu left to everyone’s feelings are too deep, and a little exaggeration that it is the embodiment of a price war, there is no it, there will be no price war. Years later, the liquid milk market temporarily restored calm everyone to wait and hesitate to guess: 2004 Mengniu how to interpret the price battle? Therefore, we also from a Chinese New Year on eye on it, and would like to look at how the first mad cow to the new year, Curtain. Price war swept the after-effects retained Following with dealers throughout the survey, we found that in 2003 the quick promotion battle Mengniu a certain extent, achieved its goal: the market surge in consumption, raising brand awareness, but also to bring to its dealers a lot of returns. However, these achievements to the market at the same time leaving behind a lot of hidden dangers, such as: one, because it gives dealers more liberal promotion policy, there are many activities can advance funds, fait accompli, but not intermittent, and engage in countless activities down , in which, for various reasons there have been some activities, funding did not materialize the problems that hurt rub some dealers enthusiasm. 2, flexible promotional activities have resulted in less uniform throughout the product prices, the market FALSIFYING commonly faced serious problems. 3, long-term promotional price cuts price of their products have done is too low, factory direct management is also better, dealers own operation, and have been inadvertent products and services are able to do. A place in Sichuan, one liter of whole milk, dry Tetra Brik great price of only 5 yuan / box, close to the ex-factory price 4.8,4.9 yuan, so that prices and profits makes the dealers who want to give up th