A small candy big face - first hi candy brand planning to the case.docVIP

 PAGE \* MERGEFORMAT 13 A small candy big face - first hi candy brand planning to the case When the milk, fruit juice and vitamins and other elements of health and nutrition by manufacturers and consumers of mutual concern and begin to close contact with the candy, we found a ‘three do not speak’ product market gap. When the soft consumer market is being fought fiercely, we have taken note of the consumer market rigid consumer deficiency. When the hypermarkets and the media, the interests of the constant pressure on manufacturers, we are in an invisible front launched a silent but not the smoke of war. The key case is the phenomenon we turn a blind eye defect found in the consumer and the consumer market in the wedding as an indispensable, but concerned about the low degree of small units into a major issue related to the face. Brand Environment chapter: mixed The face of candy, we are mixed. Hi, because we have found an effective breakthrough; Worry, because the industry is in trouble, corporate and external problems. Confectionery industry, as many as thousands of manufacturers, the total annual sales of less than 2 million tons, turnover of less than 200 billion yuan, only 0.8 kilograms per capita annual consumption of around 3 kg per capita consumption with the global gap between the level of obvious, is typically in the development of small products, small industries, small market. Confectionery market, overall sales decline for many years, only chewing gum, chocolate sales rising. Australia’s Gold Lisa (China) Co., Ltd. of candy products can be described as internal and external, is in trouble. From the internal conditions of view, the lack of differentiation Gold Lisa’s design capabilities, hard candy production capacity is weak, soft candy serious surplus production capacity, distribution deep enough, the limited capacity of the terminal moving sales. At the same time, the image of the planning and communication management needs to conduct a