FMCG product line marketing management operation practices.docVIP

 PAGE \* MERGEFORMAT 9 FMCG product line marketing management operation practices Now fast moving consumer goods sector in order to enhance the competitiveness of its portfolio of products, an increasing emphasis on multi-brand, brand extension strategy, thus triggering product line growth, widened. Coca-Cola in the country have Coke, Sprite, Fanta, queer, heaven and earth, more than a dozen brands such as Icy Tea dozens SKU; just had five kinds of cola a SKU; and domestic beverage industry, such as the Robust the water into purified water, mineral water, mineral water, mint water, four major categories dozen SKU; Jianlibao: sub-Jianlibao, Fifth Season, Bao Guoqi, A8 four brands, carbonated drinks, water, fruit juice, sports drinks, fruit juice plus five major categories more than 50 steam SKU; the nation’s largest beverage company Wahaha has opened up an unlimited extension of the brand strategy, products are broken down into pure water, carbonated drinks, milk yogurt, snack foods, fruit juices, has recently begun to enter the milk market, dozens of SKU, ... ... the brand, packaging, taste, and specifications ... ... In short, without prejudice to brand positioning, corporate positioning of cases, companies can think of have thought of, can do both did. Get to the bottom look to increase the length of product lines simply have the following six reasons: 1, increase brand competitiveness, 2, to seize the limited display area of the terminal 3, to meet the different needs of different consumers 4, seize any one of the sales opportunities 5, increasing profit margins, lower corporate human resources, production, transportation costs 6, the establishment of product groups advantage, effective protection of the main product! We know that the continuation of the brand is relying on product sales, all products were finally only by the output port within the enterprise - sales company, sales are sales, then so many products, as a first-line sales staff , how