Communication is the competitive edge - to talk about Queer integrated marketing communication strategy.docVIP

 PAGE \* MERGEFORMAT 8 Communication is the competitive edge - to talk about ‘Queer’ integrated marketing communication strategy A fruit juice beverage, media exposure is not high, there is no advertising in the CCTV, there is no large-scale promotional activities across the country, listed only one year, its national market share of over 10%, second only to amp;quot;Huiyuanamp;quot;, ranking 2 (April, according to CCTV ‘economies and a half hours’ amp;quot;fruit juice drinks market Warsamp;quot; program published data). It has the unity of the expedition market for years, amp;quot;Orange and moreamp;quot;, Master amp;quot;fresh daily Camp;quot;, Wahaha fruit juice drinks, and many left behind. Who is it? While other juice drinks in the busy consumer education, when busy with bottled water, tea drinks, carbonated drinks trials of strength, it has been quiet a few silver. Who is it? It is the Coca-Cola Company’s juice drinks introduced last year - queer. Queer’s success, mainly in its unique and highly efficient integrated marketing communication strategy. Queer was born in a family that Coca-Cola, Coca-Cola system in the product quality, the flow of goods, distribution, price controls and so on outstanding market execution to provide a basic guarantee for its success. But that was not enough to make the formation of queer and competition between the big brands a competitive advantage. Similarly, competition is so fierce in the market today, to seek product quality, price and distribution policies in creating a competitive advantage, but also increasingly difficult. How to establish a unique and efficient communication strategy, the brand quickly spread the queer? How to spread and increase brand awareness and reputation queer? We have been involved in queer listing the whole process of integrated marketing communication, the following will be her own feelings and experiences are described below. Queer three principles of communication A high communicatio