Confucian home winery in 2003 the performance increase of 30% of the marketing program.docVIP

 PAGE \* MERGEFORMAT 16 Confucian home winery in 2003 the performance increase of 30% of the marketing program For China’s liquor industry, 2003 was a very unusual year: cross-bank capital to a wave of corporate-style holding liquor or merger, your House wine, white wine Chishui River brand advertising or press speculation, after the bombing of the dust off the painful lesson determined and influential professional managers such as the scale of job-hopping that everything can not change the fact that one of the most essential, in addition to the upper reaches of a small number of brands such as Mao five swords, and a few regional brands have different levels of performance increase, the in the middle of the famous who have experienced negative growth or even 80% losses. However, 2002 has fallen into a valley wine industry in Shandong Confucian family in 2003, but in the quiet steady out of the valley in the cost of sales to 20% of the premise, can escape successfully to achieve about 30% of the sales growth performance. Confucian family how the wine industry operate? In the Confucian family not to disclose confidential and readability of the enterprise’s core brands, under the premise of the integrated marketing program has been concentrated, only researchers interested in business or reference! A comprehensive analysis of market research A, advantages: (1), Shandong Province market: After several years of perfect competition, Shandong wine market and the financial strength of the brand than the remaining Jingzhi Group, Lan Ling Group and the Confucian family groups, in addition to some local wineries entrenched the the local market, the three spirits companies in Shandong Province can be described as the three pillars (Foreign Liquor exceptions), from an objective for the Confucian family spirits market in the province’s expansion in the province to reduce a certain amount of resistance to the brand. In 2002, the brand in Shandong Province from outside com