Marketing real - Hebi Tianyuan Daisy Dai Lisi the decline of shampoo.doc

 PAGE \* MERGEFORMAT 13 Marketing real - Hebi Tianyuan ‘Daisy’ ‘Dai Lisi’ the decline of shampoo Shampoo market as a highly profitable industry, since the early 90s was Kao, Procter amp;amp; Gamble, Unilever, the Big Three to firmly take hold. ‘Three pillars’ of the pattern of continuing a long time. Procter amp;amp; Gamble - based on high-end, high-priced shampoo, the bombing of a sufficient number of ads to ensure the visibility of the brand, diversified multi-brand strategy is P amp;amp; G has always been. (Of course, whether you pick up a term, you will find that it is absolutely high-priced boutique) Unilever - the representatives of high-priced brand ‘Lux’, in its vitality and gradually decline, high-priced shampoo share gradually eroded, when Unilever lost no time in launching a new brand ‘Sunsilk’, mid-range price, good quality , we can say now, ‘Sunsilk’ is functioning very good brands. Kao - low-profile brand, based on the low-priced, excellent quality is the same Kao survival. (In recent years, sales continue to slide) Washing of the three joint venture with giant brands in high-middle and low quality shampoo industry has created a high fortress, and indeed there are many brands of shampoo in this bastion of the badly beaten, and even annihilated. However, high profits for many businesses aspire to does have a lot of people successful, make a bowl full of pots full, then, smoke continuously, the war continued ... ... Let us look at Hebi Tianyuan business gains and losses in this fight. 1, ‘calf’ early entry into the WTO 95 ~ 97 years, Hebi Tianyuan business insecticide ‘nemesis’ series at home doing a very impressive and also received huge profits. The hands of money, what to do? Hebi Tianyuan planning for many years the ‘Daisy’, ‘Dai Lisi’ shampoo, turned out to make use of their existing marketing network of water insecticide (wholesale stations throughout the department stores, large wholesalers), with a strong advertising power potential