Bonnie washing alternative channel strategy.docVIP

 PAGE \* MERGEFORMAT 13 Bonnie washing alternative channel strategy Bonnie washing is a little-known small-scale day Anhui enterprise, the main products are low-end products washing detergent powder, detergent, and so on. The 20th century, the nineties, Bonnie wash rely on Guangdong Li Bai, Chinese brands such as Procter amp;amp; Gamble do OEM life can leisurely. However, as Li Bai, and other enterprises to establish their own production base, Bonnie washing day more and more difficult, it is in this context, Bonnie was forced to make a painful choice: to build their own marketing system, the creation of the brand. However, one has been enjoying a suit to hand out rice to mouth of the high dependence on state-run daily chemical washing businesses, this transition with both the pain is imagined. The first is extreme shortage of resources. Not only for the spread of brand resources pitiful is that human resources are also very short, want to find a decent sales manager, marketing director is also exceptionally difficult; Followed by the disorder of the channel status. As the years of fend for themselves, when Bonnie would like to rally his forces when the Chinese daily chemical market access threshold there have been fundamental changes in access requirements of the brand, market resources, requirements, management requirements and for information Bonnie demands are far beyond the reach of such enterprises; Third, the level of competition beyond imagination. In fact, for such a low-end day of washing detergent products, competition pattern has basically a big finalized, the three major brands entrenched domestic market is unlikely to change the situation of short-term, foreign-brand washing powder brand impact on the domestic market, there will always be Bonnie is a very cruel face of competition from the field. In Anhui, full, fragrant grass, snow and other real estate brands the past several years, the structure stable and strong. Faced with such a close