Holy grail of marketing strategy for new products confectionery industry.docVIP

 PAGE \* MERGEFORMAT 6 Holy grail of marketing strategy for new products confectionery industry The inside and outside of the danger siege candy industry In 2011, the global economy into recession, the U.S. winter, the European winter, the Chinese economy into the inflation period .2012 years, the cold will continue to spread, the world economy will continue to slump, a high-cost, high inflation, and the Great Depression era has arrived. For the candy industry, the soaring cost inflation candy companies overwhelmed. Since April 2011, the price of sugar rose to 7,600 yuan / ton .7 month exceeded 8,000 yuan / ton. Learned, sugar accounted for more than 50% of the cost of the candy to the rapid rise in the price of sugar increased cost of raw materials for the confectionery industry. Labor costs, logistics costs, distribution costs, tax burden, a variety of factors are all pushing up the price of confectionery products. But relying prices, obviously can not save the company. The environment is not good, weak consumption, non-value-added prices is difficult for consumers to accept candy companies want to break through heavy plight. Domestic brands also suffered strong blocking of imports, a joint venture brands, both from the brand communication, advertising products shop city, lively market and sales promotion, compared with foreign brands, there is a considerable gap. Innovation, perish, not ideas, that is eliminated. Predictable, 2012, the candy industry will be a great integration, a major reshuffle, the big shake inside and outside the siege candy candy of the enterprises, especially small and medium enterprises strive breakout success ? Secret of the nature of the industry, successfully followed the law Throughout Chinese candy, candy enterprise has been constantly innovating change and ongoing refinement of categories and tastes. The candy industry experience severely quality heavy taste, nutrition and health to the present process of change