Blue Cat- haste makes waste.docVIP

 PAGE \* MERGEFORMAT 6 Blue Cat: haste makes waste Case subjects: 3 Chen Cartoon Enterprise Group Failure of key: the brand over-extension, the lack of brand management Market outcomes: Blue Cat brand’s credibility hit an unprecedented Marketing Event Playback: ‘Blue Cat’ is known as the Chinese cartoon brand, but in November 2004, by the media broke the ‘Beijing Blue Cat Health Products Co., Ltd. because the product failed, and owed the dealer money seized by the court’, incidentally, makes Blue Cat brand credibility completely gone. Because a ‘Blue Cat naughty 3000 asked’ cartoons, Hunan, 3 Chen Ying Development Co., Ltd. Gallery cartoons rapid development and growth. The program was produced in 1999, after the country, including Hong Kong and Taiwan television stations, including 1020 hit, creating a ‘cartoon circles wonder the myth of television circles,’ Blue Cat brand this stand out. 3 Chen Cartoon enterprise groups with ‘Blue Cat’ as the brand with ‘Blue Cat’ audience - children as target markets, an extension of the cultural industry, and its unique ‘artistic image - Manufacturing - Integrated Marketing’ industry chain model has been called for the ‘Blue Cat mode’, to create China’s ‘cultural industry extension’ of the first of its kind. After the three Chen Cartoon Enterprise Group embarked on the Blue Cat on the brand’s rapid expansion. Since the end of 2001, began licensed production of Blue Cat series of children’s products started in a short span of three years, on the realization by the Chinese cartoon brand to the Chinese children the rapid changes in consumer brands. Was born out of rapid naming dozens of Blue Cat’s businesses, products related to food, clothing, toys, daily chemical, consumer goods, books and more than a dozen children’s area, more than 6000 kinds of derivative products. Only in the food and beverage industry, there are four ‘Blue Cat’. Failure analysis: Single-brand, multi-product strategy for the rapid extension o