A battle to protect the local brand market.docVIP

 PAGE \* MERGEFORMAT 17 A battle to protect the local brand market ‘Welcoming pine’ brand as the core of Bengbu beer brand, is known as one of Anhui Province, the three brands of beer. For a long time, ‘welcoming pine’ brand only in the north of Anhui have a greater influence on the region, in Anhui Province, the Anhui-based weakness of the market, consumers ‘welcoming pine’ brand awareness is low, and belong to low-grade brand image, regional brands with distinctive characteristics. Since 2000, ‘China Resources Group,’ and ‘Qingdao Beer Group,’ has added to the Anhui beer market competition, and the state’s restrictions on low-end beer tied to the company leadership to realize that if the lack of high-grade products to enhance product image, it will the risk of being out of the market. Bengbu brewery accelerated the adjustment of product structure and improve the brand image of the pace. In 2002, after numerous market research and feasibility studies, Bengbu brewery marketing company decided to ‘welcoming pine’ brand transformation to integrate the promotion of new high-end products and spare no effort to consolidate northern Anhui market, and to Anhui in southern Anhui expansion, in the a province-wide shape of its high-end brand image. Anhui welcoming pine wine market emerge as a contender to face the top three brands squeeze Prior to 2001, China Resources, Qingdao Beer Although the two beer giants camp in Anhui Province, but its various sub-brands regional stronger, ‘China Resources’ high-end products are mainly concentrated in the Anhui Province in the sales, middle and low product concentration in the Anhui Province in southern Anhui sales, weaker performance in most parts of the north of Anhui; ‘Qingdao Beer Group’s’ main sales regions in southern Anhui, but its sales structure is better, the retail price of 40 yuan / box ‘a product Oe Tsingtao’ occupied the stall market in southern Anhui over 70%. First half of 2001, with China Resources Group’s ser