Multi-brand management strategy of the Philip Morris Group of Companies -.doc

 PAGE \* MERGEFORMAT 7 Multi-brand management strategy of the Philip Morris Group of Companies ? ? Philip Morris, Inc. (hereinafter referred to as Philip Group in China rarely appear on the public media, but talking about Marlboro cigarettes, Kraft Foods, Oreo cookies, Maxwell House coffee, I am afraid that very few Chinese people do not know. If I tell you, these cigarettes and food are a subsidiary of Philips Group brand products, you can feel that this company is probably a very powerful group company. Indeed, the Phillips Group is the world’s largest consumer packaged goods manufacturers, is the world’s largest cigarette maker, the world’s second largest food company, and the world’s third largest brewery. In addition, the company is also involved in financial services and real estate market. As a large diversified international conglomerate, Philip Group is how to manage his multiple brand it? Philip Group multi-brand management strategy to give Chinese enterprises how to group the reference help? In China, named to the newly created company is a very nerve-racking thing, the name of the atmosphere to be lucky to even have a negative culture can not be homophonic. Westerners are more simple, take the entrepreneur’s name or abbreviation is the company’s name of, such as McDonald’s McDonald brothers founded, she founded the Chanel Chanel brand, Mr. Du Bang creation of the DuPont company, founded by Karl Benz ? Mercedes-Benz cars, Ba Si Luo Bean-law and brothers founded the Basi Luo Bean ice cream, etc. Philip Morris is from Philip ? ? ? Mr. Morris opened the Philip Morris started the store recently established in the United States Yao Ming Yao family wine company, and Yao introduced the first brand of wine, showing the influence of American culture by the number of Yao years brand management insight into the essence of the West. Brand name is just the beginning, Philip Group’s brand management strategy throughout all stages of business development.