2005 cold road road to where-.docVIP

 PAGE \* MERGEFORMAT 14 2005 cold road road to where? 2004 has been in the past, recalling the road of cold, leaving the cold sector is more thinking and regret. Looking at the overall situation, there is no real winner. To rely on a primary goods a year breakthroughs Erie, in the really great body paid the price, putting an end to the era of primary goods as the stakes and return to rational thinking. Mengniu blocked in the series after the new promotion, re-return to the ‘with change’ and ‘green heart’ body, the product series refurbished and advertising promotion campaign, relying on the old products continue to lead. In summing up the snow and road competition, the lessons of many years, also aside your traditional moves, penetrating the low-end market, retail 1 yuan a green tongue, cold drink sales in 2004, a major bright spot, but also will be short-lived. Beverage industry is a low-tech industry, imitation is everywhere! A ‘tongue’ s fire, and more than a dozen ‘tongue’ follow-up, through cost advantage, price advantage, channel advantages, customer benefits, regional advantage, always take a slice. Promotion Wars come and go, from the customer to access, from access to consumers, faced with the temptation promotions and detonated the cold chain throughout the terminal. 2005 cold road, road to where? First, create a strategic region to carry out the competitive advantages of regional differentiation. Competition for the different characteristics of the regional market and create strategic region. Looking at 2004 as a whole beverage operation, embodied in the national strategy for many regions, the operation and characteristics of the regional market is not unified, national product differentiation operation and regional consumption of non-uniform, national channel strategy and channel characteristics of the region is not unified, there is no strategy for the operation of regional markets targeted to give room for the development of regional brands,