Innovative Marketing Strategies Winning - Century Beijing market breakthrough documentary Pearl paint.docVIP

 PAGE \* MERGEFORMAT 9 Innovative Marketing Strategies Winning - Century Beijing market breakthrough documentary Pearl paint In July 2002, we were Huarun Paints Co., Ltd. in Beijing to develop the market. CRC’s specific task is to sub-brand - Century pearl paint to break new ground in the Beijing market. Took over the market, only to find the market situation is critical. Pearl century before the operation in the factory directly, has been handed over to dealers agents. Beijing’s average monthly sales of the three distributors that is more than 10 million people combined have only 30 million. As a CRC sub-brand coatings, visibility is small, the small profit margins, dealers do not stress, is completely able to sell then sell, not sell-leave status. There is a saying called the paint industry: ‘the world to those who get the Beijing-Shanghai! ‘A company’s products, if Beijing Shanghai’s market success, then it will be able to win the national market. This also led to Beijing Shanghai’s market is the most competitive market. Beijing’s coatings market, brand number, manufacturers everywhere, large and small companies want to paint a large scale in Beijing, slice of the market. Nippon, Dulux, Akzo. Nobel, masters, Nart, crocodiles, giraffes, Bauhinia flower, Carpoly, Red Lion, Fen Lin, Tai-fu, by one count there are more than 200 brands of Beijing market. In the CRC’s multi-brand strategy, Pearl century, was designated as low-end products, take the cheap route. However, in the market, the CRC of a furniture factory’s products exclusively for sale also. It is the packaging size larger, cheaper, worse is the packaging and the century is almost exactly the same as Pearl! It should be explained that the original furniture factory special paint are not allowed to sell into the market, because cheap, packaging large, was some of the furniture factory and furniture paint sales clerk reselling to the market, causing confusion in the market. Faced with this predica