Meet 99 detonated double liquor consumption - seven years ago a classic case review.doc

 PAGE \* MERGEFORMAT 22 Meet 99 detonated double liquor consumption - seven years ago a classic case review Case Name: Meet 99 Ying-double large-scale promotional activities Implementation of the unit: food companies in Henan Province Joint promotion: All the major wine manufacturers By the end of 1998 and early 1999’s double during the peak season, from a traditional liquor distributor of food planning and jointly launched by the major wine manufacturers large-scale events ‘Meet 99’ in Zhengzhou, Henan Province as well as the market has triggered a wave of alcohol consumption, creating a Large distributors with a number of major manufacturers in the joint promotion of the regional market precedent. Background Activities 1, Henan food company is set up for almost forty years old, a state-owned sugar amp;amp; distilling and wholesale businesses, long-term market in Henan Province from the plan during the plan allocation of sugar alcohol and tobacco products, material supply made a great contribution. Since the early 90s to make their own decisions has served in several leadership driven, the company experienced a difficult transition, sales revenue year after year, becoming the market of Henan, one of the leading wholesale sugar amp;amp; distilling. However, in history, due to the provincial plan to allocate main wholesale enterprises, the basic operating without their own networks and retail systems. Henan Province when he was leading food companies recognized that the lack of lack of self-outlets in August 1998 before the use of the street facade office building opened its first self-network: Wuliangye shops, wine confluence and wholesale distribution centers. Although the operation of opening the past few months the situation better, but the company decision-making identified as requiring a higher level, so wanted to use New Year’s Day and Spring Festival season this traditional double put some advertising, breaking the ‘sell themselves’ in traditional