Nippons three short-board highlights the bucket effects.doc

 PAGE \* MERGEFORMAT 15 Nippon’s three short-board highlights the bucket effects Nippon Paint, a paint industry in China, famous brand in Japan. Since 1992, China has developed a six architectural coatings and industrial coatings business, operating the fields of latex paint, Wood, industrial paint, automotive paint, anti-corrosion, auto repair paint, marine paint, accessories and so on. Since 1997, Nippon Paint an annual rate of more than 50% of the rapid growth in 8 years reelected Chinese paint market, production and sales of the title. In 2004, the legislation states 3.0 billion in annual sales, accounting for the Chinese paint market share of over 10%. The development of things is always present two sides, Li-Bang is all about. Since 2005, Nippon fraud scandals. Among the many counterfeit its products under the trademark infringement dispute, and he is bestowed by Paul Lee, Guangzhou Chemical Co., Ltd. to prosecute ‘beautiful and Korea’, ‘never had Korea’ trademark infringement, trademark infringement lawsuit requesting compensation for the amount of 1600 million; a ‘Nippon Paint companies suspected of bribing a high kickbacks’ buy ‘painter’ is reported to have been the major media have been reprinted, the incident came to light, by the local industrial and commercial administrative department a fine of 197,000 yuan, a year coatings industry’s largest news. Nippon problems arising from rapid development began to take shape, behind the scenes to conceal the development of weakness. Short board one: brand awareness and popularity does not match Data showed that from 1995 onwards, Nippon annual advertising spend 25 million U.S. dollars. Advertising huge input into the general population to make Nippon paint the eyes of well-known brand in some cities in China, Nippon Paint and even become synonymous with latex paint decorative, visibility is evident. However, from 2004 to 2005, two things happened one after another, so that the brand Nippon mixed. Event