Marketing 0-00 - 0-00 beer brand marketing to the case.doc

 PAGE \* MERGEFORMAT 17 Marketing 0:00 - ‘0:00’ beer brand marketing to the case Inscription Consumer-centric integrated marketing communication theory has been well known, but how to check the real-dong consumer demand and marketing activities surrounding the demand, it has been the practice of marketing problems! In particular, the market to fight alcohol prices, fight advertising, fight path, fight promotions, in the cut and thrust of cut-throat competition, consumer-oriented seem to have become empty talk. The author when he was Minister of Quan Group Marketing, who led the team successfully completed the brand of beer 12:00 R amp;amp; D and market operation, from the consumer point of view, consistent use of standardized consumer research, closely linked to the psychological needs of target consumer groups to implement the whole difference in marketing strategy, products enter the market just three months, they occupied the high-end beer market in Anhui province in more than 50% of the share, and quickly to the national market Tuo Zhang. 12:00 beer operations are consumer-oriented concepts and practices of marketing success, in this review to satisfy the peer. The case Background: The two-horse race market chaos ‘Two-horse race, there must be an injury, or harms both. ‘ 98 years, Anhui Hefei, Anhui Province, Quan, and Longjin two largest beer competition in the market locked together in groups. Quan Group, located in the Huai, is the largest beer company in Anhui Province, Anhui Province Wen Ju decade dominance of the beer market, annual sales of nearly 200,000 tons, accounting for 20% of the overall market the province, the main advantage is the strength of funds , high brand recognition and distribution network widely distributed. However, the problem is also apparent, the product has been mainly in low-priced, brand affinity is not enough strong market base in the provincial capital Hefei is not solid, competitive threat to increased brand! In