Kotler positioning theory in order to achieve a breakthrough in high-end liquor sales.docVIP

 PAGE \* MERGEFORMAT 15 Kotler positioning theory in order to achieve a breakthrough in high-end liquor sales Our positioning in high-end liquor basic views on 1, liquor market has successfully targeted a group of ‘safe brand’ Or, in many industries in China most of the trades have not been successfully targeted ‘safe brand’; Therefore, under the attack of foreign brands is almost vulnerable, such as the early days of, the current mobile phones, computers; Liquor is one exception: Many companies have successfully positioning, has become less afraid of competitors advertising bombardment or terminal intercept attacks such as ‘safe brand’. Liquor In recent years, the pattern is: part of the successful positioning of national wines and local wines ‘cooperation’ rule of the market; Mao, five, Luzhou, Beijing Red Star and so firmly occupy the ‘safe Administrative wine, wine business, there are grades of civil dinner wine’ position, sustained and stable growth; Local tyrannical firmly occupy the ‘best of the local government with local characteristics of wine, wine business, private dinner wine’ position, continue to develop: In China’s vast land, living with more than 8,000 wineries in profits, sales of 4 each 100 million over the following 10 million, constitute the local party, government and the populace’s main product; some of the most unknown of the wine, but it is the local ‘Wuliangye’; such as the recent news reports, former vice mayor of Jingzhou City, Hubei Province Cheng Xue-Liang was arrested, the reasons for is his 2005 drunk driving killed people, media exposure, is the place to drink wine haungshantou; told reporters that county leaders welcomed the old county party secretary and deputy mayor in the passing of this county, ‘During the meeting, the first sip of the two bottles of Huangshan liquor ‘. Can be seen in peacetime reception, usually do not drink wine Wuliangye, while drinking the local brand ’ haungshantou ‘wine is one with annual sales