Decline of the brand Olive the pain.docVIP

 PAGE \* MERGEFORMAT 9 Decline of the brand ‘Olive the pain’ Decline of the footprint: 1, the strategic mistakes, missed opportunities: short-term success, not aware of the changes in the overall market, in particular the profound changes in the retail channel, still immersed in the television commercials and wholesale distribution in the short-term success, the Chinese market channels very deep, and at that Advertising is king of the era, a deep-rooted product advertising can be a smooth open up the channels. However, the channel sales and consumer recognition lag is not taken for granted as simple as white-hot competition in the market gradually, systematic, Olive will be a lot of liquidity to purchase equipment, etc., do not attach importance to capacity into value-added marketing system construction, missed the first time that advantage into victory chance, until the second year of sales dropped to almost half when is too late. Second, the terminal follow-up, lack of innovation: When to BONS represented the idea of the terminal is the King who rise, Olive awakened and began to build a nationwide network of terminals, vigorously recruiting sales staff. However, the lack of a systematic plan to build the terminal, the material a large number of idle and waste, in order to end the end, they played the channels of a war of attrition on the channel members of the force and resources have not been excavated from the points and use, combined with the brand, sales of the lack of variety planning and clear goals and knowledge lead to the sunflower oil, represented by a range of products available to promote ineffective, the final clearance deal buy one get one, the overall sales have not even sold out of advertising. Third, downhill, fast and loose: just a slight improvement in the overall end-system time, but it is the high terminal charges of the time, at this time Olive has eye on the wind to do in the circulation of water from Guangdong Corps, once again cha