Mining resources to create categories.doc

 PAGE \* MERGEFORMAT 7 Mining resources to create categories For many old brand, the company accumulated over the years the culture, history, technology and other resources through mining, grafting, and re-packaging, but also can become a category. I once chaired the planning of Chinese cigarettes, on the adoption of mining resources to create a category. We are in the market insight in the analysis shows that: market discipline from the tobacco industry’s point of view, Yunnan tobacco is the only one in the minds of Chinese consumers form a mature category of tobacco brand fleet. Yunnan Tobacco category of common property resources, raw materials: Yunnan (China only) rich in high-quality tobacco. Yunnan Tobacco is the use of resources, formed its own market category. Yunyan big brand in the national market in all categories the layout, it is in line with the market itself - that is, consumers attribute perceptions of the clouds of the law category. I am afraid that none of China’s tobacco brand brand brand fleet clouds do not feel strong pressure from rushing toward us - this is in line with market rules, and very few brands can compete with a mature category. When we in the diagnosis of the Chinese tobacco marketing, was surprised to find that outside of China Tobacco In addition to clouds of the second category, is a small area and gradually spread. Of this category is the core of the formation of the smoke, exactly, is that ‘China’. Came in 1951, until 1988, also belong to the state special for cigarette ‘China’, its performance is absolutely not a mere brand phenomenon, but a cultural phenomenon. The formation of the source category, it is in the ‘China ‘37 years into the mysterious cultural phenomenon. Birth of consumer culture and the general perception was born category. This category already have basic properties: first-class technology, flue-cured tobacco. In some regions, under the category of all brands, such as Double Happiness, peonies