Inflection point of marketing activation Laobaigan - Hengshui Laobaigan 2002 Recovery Project.docVIP

 PAGE \* MERGEFORMAT 18 Inflection point of marketing activation Laobaigan - Hengshui Laobaigan 2002 Recovery Project In the liquor industry-wide performance against the backdrop of the decline, in a ‘down year, drank a brand’ liquor sales of a large province, which is a factory 57-year-old state-owned liquor company, in its part of the market steadily fall, dealers the general lack of confidence, how the brand renewed vigor, contrarian on the miraculous year of sales growth 90 million, with sales growing from 2 million to 2.9 million, brilliant reproduction of yesterday? Hengshui, Hebei, Laobaigan Brewing Group, a liquor factory in 1946 the old state-owned enterprises, has been a very brilliant, its exports of ‘Hengshui’ Laobaigan series of white wine was very popular in Hebei province and the country is highly well-known, but as the years passage of time, declining competitiveness, market share shrinking, Hengshui Laobaigan Shijiazhuang in Hebei province will be 96 years of sales was 70 million, while sales in the year 2000 actually dropped to around 10 million, although this is one of the more extreme examples of contrasts, enough to ‘glimpse reflected makes me know the whole picture’. A preliminary diagnosis: By the end of 2001, the adoption of marketing planning in Shenzhen Co., Ltd. Hengshui Laobaigan the beginning and formal cooperation. Cooperation has begun to adopt the Hengshui Laobaigan the project team first conduct in-depth internal diagnosis and external market research, surveys lap down, we startling discovery: 10 yuan less products accounted for the majority of sales, corporate profits thin; dealer confidence is seriously enough, some business people are to grasp the lack of market prospects; Chuanhuo chaos on the market price of the phenomenon, the brand image of the aging; consumer experience: Hengshui Laobaigan drinking a little bit behind the times; product line chaos, actually up to more than 100 kinds of product categories; Hengshui L