Marketing characteristics of bottled drinking water.doc

 PAGE \* MERGEFORMAT 8 Marketing characteristics of bottled drinking water 1, the market state analysis From the industry environment, the bottled water market products is still in relative surplus of saturation, while the annual sales volume has increased, but the water the family’s ‘water’ d also been thriving. More than 1,000 companies nationwide dropped 70 percent efficiency and good economic returns less than 20%. Of intense competition, enabling the market has shown two kinds of forms: The first enterprises to establish their own brand advertising campaign, especially the Wahaha, Robust, Yangshengtang inextricably Big Three fighting hand to hand; palm card, Yue Bao, Laoshan, Yi Li, a veteran national or regional does not compromise the advantages of the active use of local innovation and adjust its strategy to increase ad spending, the resistance ‘invaders’, to defend their ‘homeland’; while a large number of poor management and poor strength of small and medium enterprises, because resistance can not be a strong offensive one after another defeat. With a strong media advertising, especially television advertising-based campaigns and promotional prizes ones who enjoy a combination to compete for consumer group is now a major bottled water companies use marketing tactics. Second, national brands and regional brands of enterprises in the regional market and vigorously compete for distributors. Due to intense market competition, manufacturers to price wars and access most of the cost of increasing investment approach. Lower prices with each other on price, to 600-700 ml size of bottled water, for example, the cost price is not below 0.90 yuan / bottle, but the price cuts factory is 0.50-0.70 yuan / bottle, and some manufacturers down to  0.40 yuan / bottle; pathway increase investment is mainly to send gifts, discounts, big rebates, sales commission awards a variety of ways. The way that the whole market competition into the disorderly competitio