A regional beer brand hegemony Race.docVIP

 PAGE \* MERGEFORMAT 9 A regional beer brand hegemony Race [Case Description] silver wheat beer, a massive attack on Zaozhuang, implementing large-scale buying store policy, Antarctica beer to the terminal block, Antarctica suffered heavy losses, the location of real estate boss at stake. In June 2005, Antarctica suddenly conducting a media Psychological warfare, instigated ‘Zaozhuang great reflection’. Michael Silver follow-up action against the first time, has never voted to break the history of advertising practice, bleedingClose 3010000 organize ‘The First Bank of Zaozhuang Mai Fu Yang beer festival’. Fu Yang Festival, Antarctica root of the problem, to hit back, sending nearly 200 sales lady to be stationed at all the Sheep Soup House to block anti-Yin Mak, the first two head-on collision. Silver wheat Buy stores In March 2003, Tsingtao Beer to launch a massive ‘centennial celebrations, unified Lu beer’ lightning action in the cities of Shandong Province conducted simultaneously. Tsingtao as quickly as cyclones, Zaozhuang region occupied high-end market, the local Antarctica beer (Tsingtao’s brand) because of the low main market has been the last to be marginalized in low-gear market, silver and wheat beer in one fell swoop to seize this opportunity to cut into the Zaozhuang mid-range market. This year has been hovering around the silver wheat beer in Zaozhuang to be a breakthrough, and stopped a foot. In March 2004, silver and wheat follow up the victory began to buy stores in Zaozhuang policy, first with some good returns in the high-end hotels signed exclusive contracts, and continue to expand. This move indeed come true, and soon, it was found in a number of hotels to drink the local Antarctica beer, bar placed neither Miss nor recommended, Antarctica sales nosedive, to May 2005, the location of Antarctica boss basically Yin MaiInstead . Antarctica from the employee to the top are all anxious Rufen, but also helpless. At this point, it is the beer