Mistake to talk about Season 5.docVIP

 PAGE \* MERGEFORMAT 8 Mistake to talk about Season 5 Season 5 is the Jianlibao Group, after the reform Qing Li introduced a new brand aimed squarely at the Chinese market on the dominant Coca-Cola and Pepsi drinks. Riding the World Cup wind, 5th season overall Distribution in the national market. So far, Season 5 Distribution has been nearly four months, from the market perspective, the effect of pre-product introductions is clearly much inferior to introduced this year, Pepsi Lime Pepsi and Coca-Cola introduced this year’s queer juice. What is the reason for this? I have successively worked on the Master drinks, Pepsi-Cola South West region and market sectors, where trying to drink marketing point of view of the first five quarters to do some of the mistakes. First, the brand image of the lack of clear brand story platform. As a FMCG (Fast Moving Consumer Goods), the most rapid flow of consumer goods, beverage consumption, with the following four characteristics: brand effect, price elasticity, substitution effect, impulse buy. From Pepsi and Coca-Cola for many years the history of the Chinese market, Bo Yi, the two are very happy to focus on this four-point pairs of the impact of purchasing decisions of consumers, particularly in the branding effect, the two music for many years been carried out to enhance brand value, consumer promotions The two music spontaneously with music and sports (especially soccer) as its cola brand story platform and has proved this strategy to the two music brand in the Chinese market to enhance the value of great help. More importantly, the two Lok Once, after the brand story platform, it has been maintained. Result of many years of branding is that consumers purchase a two-lok, would think of music and sports (especially football). In 2002, Coca-Cola juice queer fist introduced, first the role of marketing, the use of a cute cartoon characters leading the trend of fruit juice, a time of popular river north and south, or even