Ice cream hot war than the hard-fighting ruthless.docVIP

 PAGE \* MERGEFORMAT 19 Ice cream hot war ‘than the hard-fighting ruthless’ Chinese ice cream market conditions over the years can be summed up with four lines: Price SHOPPING melee battle; Brand rally has kept pressing, and tastes update the transform-fold; capital ship in advance through the waves. In Erie, and the road snow, Nestle and other dairy giant to build a national market to accelerate the same time, Mengniu and other group of new Army began to flank ‘surprise’ the market, China’s ice cream industry, a new round of ‘shuffle’ started. Years of sustained not only failed to stop the war-ending sign, on the contrary, among the various enterprises ‘head-on’ in battle more intense. Overall, the ice cream market, there are four trends: from the advertising campaign battle toward the brand; from the value of a price war toward war; from war to a service channel for war; battle toward the capital from the product war. See current ‘ice cream market competition cases’. 1, from the advertising campaign battle toward the brand ★ and road snow, ice cream, Nestle and other famous companies as early as the end of February early March of this year on the train in early to market a new range of ice cream products. A large-scale marketing campaign has also mounted, upstart advertising campaign launched in the first year, Mengniu, products yet to come, ‘with the variable’ ad has ‘head start’, so that people are familiar. Ice cream market, a new round of ‘fighting’ has its start. From the ‘‘2003 China Central Television advertising spots of gold at the tender Yili, Mengniu and other companies have sprung up everywhere, it has been ahead of people feel that the current ice-cream companies staking their claims of competition has entered the era of brand marketing. Because consumers are now buying ice cream, not only the election taste, more importantly, the brand selection. According to a survey of domestic institutions indicated that more than half of consumers think