Advantages rushed into the ranks of integration leader - Jiangsu Phoenix Group Phoenix National Market Start Drinking Machine Case.docVIP

 PAGE \* MERGEFORMAT 5 Advantages rushed into the ranks of integration leader - Jiangsu Phoenix Group Phoenix National Market Start Drinking Machine Case In recent years, bottled water market in full swing scene, but also brought some bad manufacturers market competition. For a time, water safety and public health issue has become troubled heart disease. While a new water appliances Drinking Machine because it is in the pipeline terminal directly to water, so drinking water to minimize the possibility of contamination has thus become a consumer to drink ‘safe water’ is a good choice, but because of Direct drink machine a number of brand marketing ineffective so that the market has been unable to hot up. In this context, Jiangsu Phoenix Group has spent a lot to enter the industry, launched the Phoenix straight drink machine. But the Phoenix recognizes that in the short term to break the rule of drinking bottled water market, the reality of the world, not only need to break the habit of drinking water and reconstruction of consumers, cultivating consumer groups, but also to obtain the support of the various forces to build their own core competence force. Current case from the Phoenix straight drink machine development background, strategy, combat and other point of view, a detailed analysis of how the brand through a variety of benefits both inside and outside, through news, advertising, media mix, public relations, marketing, management and a series of marketing strategies, rushed into the ranks of the industry leader in process. See current case. I. Background As a representative of the second revolution in drinking water, bottled water, rapid growth in the last decade, has become China’s urban health, drinking water and a big main force. However, the quality of bottled water has been a pain in the hearts of consumers in recent years, frequently seen in the media, such as ‘vote short of water’, bottled water and overgrown with moss, the use of scrap bucke