A health wine- A broad and effective marketing to break through the stalemate market.docVIP

 PAGE \* MERGEFORMAT 4 A health wine: A broad and effective marketing to break through the stalemate market [Root of the Matter to the bottom: A Diagnosis of Health Status wine market] A health care products as a brand is high-end wine health wine into the market since the mid-1999, since the East China market, a total of seven outlets in market operation, which lasted seven years of fighting, has a strong leadership brand position in the region, but the beginning of 2006, with the the changes in the pattern of market competition, A health care leadership in the wine regions be replaced, and a number of problems have emerged out of the market. In order to change the market predicament A health-care wine writer with a lot of practical problems in marketing management, together with a visit to the East China market. A brand when we conduct a market research found that threat to stand in front of the market status of the brand together, as follows: ⒈ to follow the strategy of competing products, low-cost impact of leadership; ⒉ product management missing, replacement of old and new product does not converge ⒊ terminal intense competition, and other outlets continued to drain [With the broad and effective marketing: regain market leadership] ⒈ planning and reasonable product portfolio and comprehensive follow-up blocking competing products According to the new competition in the market situation, the implementation of the pairs of complex brand strategy, re-planning A health wine product lines: Echelon 1: Positioning of the original product as a mid-range products, aimed at maintaining existing market share; development of a new high-end products for the image of the product, re-create a new image; Echelon 2: Developing a cost-effective products for blocking products, with a number of followers to a price war to seize market share. ⒉ quick attack, and strengthen the market Strengthen the marketing management system, to cultivate a well-trained, str