Liquor product portfolio and product line decision-making.docVIP

 PAGE \* MERGEFORMAT 15 Liquor product portfolio and product line decision-making Prior to 1996, has a number of brands or certain brand There are several different price points and packaging products, liquor business is very rare, and this few years, as market competition intensifies wine and spirits market, the overall size of the decline, has introduced new products, new brands has become a very important one liquor business competitive strategy. And this in turn exacerbated by the fierce market competition, and even ‘year, to drink down a brand or two to drink a yard down’ status. Liquor companies are now facing the real question is: unitary product variety, it is difficult to maintain the survival of enterprises, while the product line items and more rapid updates of new products, increased production and marketing costs; the expansion of product lines under a single brand, both want to driven by the leading brands of new product sales, but also the leading brand in the market worried about the impact of sluggish sales of new products during the sales ... ... the final analysis, these problems belong to product mix and product line decision-making, as the liquor business how to determine the product mix of the width, length, depth and compatible degrees, how to implement the product line expansion, this article will talk about some opinions on this: First, the width and length of product portfolio analysis According to the definition of economic theory refers to a specific product portfolio is sold to the purchaser of the seller of a set of products, which includes all product lines and product items. Product line refers to the length of the product portfolio, while the product items refer to the width of the product. In general, the company’s product portfolio includes not only a certain length and width, but also contains the depth and degree of compatibility aspects. We Maotai Group, as an example a simple description. Table 1. * The width of Ma