Dealers own brand- temptations and challenges.docVIP

 PAGE \* MERGEFORMAT 12 Dealers own brand: temptations and challenges Distributor’s own brand, always the temptation to Fast moving consumer goods industries, especially the alcohol industry, more and more dealers to join the ranks of his own brand. ‘I your side Changba debut, and it buzzes! ‘ But to say that the number of own brand with brilliant success, the idea is not necessarily. So one side is the so-called ‘marketing experts’ who said: Distributor’s own brand, for businesses, a thankless task! Their own brands, this model itself is a short-term behavior! ... ... All kinds of arguments and so forth. In short, ‘marketing experts’ are not in favor of own brands. You can not say they are wrong. Because ‘the butt decided the position’, in most cases, ‘marketing experts’ who is a business services, and standing position of enterprises, in order to expand the business interests ‘plausibly’. That we stood distributors, agents point of view it’s own brand? Create their own brand, always the temptation! Because the purpose of establishing a brand’s two largest are: 1. Get rid of factory controls. Regardless of which distributor, operating what kind of goods, agents which brand, as long as the product manufacturers, distributors will not be able to ensure he can still retain product distribution rights. So there will be all kinds of disputes: a) make up the market, products, power of attorney be split to prevent a dominant enterprises; b) make up the market, and the relationship between iron factory claimed power of attorney, corporate fertile water must not remain an outsider field; ... ... In the final analysis, is the distributor for the product has no control over, so what products are careful not big investment, unless there is a great grasp; and not put in the output are not big enough, so caught in a vicious circle. Therefore, the dealer never consider the two or three years after the thing. As a business independent entity, so manipulated