Nice is sliding into the brand trap.doc

 PAGE \* MERGEFORMAT 4 Nice is sliding into the brand ‘trap’ NICE has created the miracle of Chinese daily chemical enterprises. Short period of 7 years, Zhejiang Nice Group to make its Diaopai laundry soap production and sales from the industry jumped to first in the penultimate; only one year, NICE took it a new product Diaopai Laundry Powder sent to the industry ‘leader’ of the throne. All this, in addition to quality products, the more important can be attributed to the leadership of Nice Group’s positioning in the market, as well as advertising in the excellent management capabilities. Not long ago, an advertising phrase ‘only choose right and do not purchase expensive to! ‘Look to seize the Chinese people’s heart. Subsequently, ‘Mom, I can help you work in ~’ Another example is warm current, moisturizes the 10 million population Xintian. Nice from the situation as out of control, from laundry soap to the washing powder victory to victory. In 2003,, Nice to 22.32% of the market share of the domestic detergent market monopoly Ngau Tau than the second and the third mystery more than the sum of Persil. Old products Diaopai laundry soap sold more than 70,000 tons annually, the national market share of over 50%, but no one can hold a candle to. Enter the new century, Nice is good at strategizing, pointing Jiangshan, people wishing to show a grand ambition, the product line is also expanding. However, this time, the majority of private enterprises Nice exposed the same weakness - lack a deep understanding of the brand. In the author view, Nice is a step by step down the brand ‘trap’. Trap 1: Diaopai content will be troubled by product brand extension. Diaopai started at Super Soap. Therefore, its brand has deep-rooted link with the super dirt together, combined with low-cost strategy to become the basis for the success of the early night. However, with the introduction of toothpaste NICE products and also use Diaopai brands, problems began to stand out - to