No off-season marketing - Fresh Manke off-season marketing real mind to attack a city.docVIP

 PAGE \* MERGEFORMAT 9 No off-season marketing - ‘Fresh Manke’ off-season marketing real mind to attack a city Guangdong fresh Manke (a pseudonym) Seasoning Food Co., Ltd. is a production of the food condiment-based enterprises in the country’s 30 provinces and cities have established branch offices, each city holds a high market share, only a city in Guangdong sales of over one million every year, only about spices and this city is two hundred million dollars of total sales. The company sent me to the city as a market supervisor, my colleagues and I united, arduous sweat, with some conventional marketing tools and combining the actual situation, open the market situation. The following is my actual operation. (A) analysis of market Arrival in the city, I immediately started the market research. The survey found that the region’s overall economic environment is quite good, the residents per capita disposable income reached 13600 yuan, ranked sixth in Guangdong in the food consumption are concentrated in the medium to high levels. Condiment in the city market, the mainstream brand is the Cloud River (a pseudonym) series products have occupied a position of absolute advantage, market share of 90%, in complete monopoly. Cloud River is used as a national brand, and fortune in the city, with the city’s residents grow up, get good weather, terrain, and has formed a kind of culture, their brand loyalty cloud river. In the eyes of the city’s residents, Lee Kum Kee’s products, third, and soy sauce, soy sauce is also a Jin Zhen-known brands, can be seen in many retail stores and has a certain consumer groups. In addition to these three kinds of brands, Kaiping taste things up, delicious source of Panyu, Guangzhou zhimei zhai and so on, can on the supermarket shelves, but the overall sales volume is not significant. In the low-end consumer market, such as street stores such as, private manufacturers of products can be described as varied, the variety is extremely div