Olive brand strategy a model worthy of study.doc

 PAGE \* MERGEFORMAT 15 Olive brand strategy a model worthy of study Olive’s predecessor was established in 1981 in Chongqing cosmetics factory bosses of painstaking efforts at the end of 1992, under the introduction of part of the Hong Kong-owned Olive Cosmetics Co., Ltd. was set up. From 1985 to more than 100 million in sales revenue developed to reach 8 billion in 1997 sales. Olive’s rapid development period is 1995 to 1998, after which sales have been falling, but now has fallen to an annual sales income of 200 million yuan. P amp;amp; G’s miracle Myth and Oni The mid-nineties (96 years) ago, Procter amp;amp; Gamble’s shampoo shampoo unified Chinese rivers and lakes, its Rejoice, Head amp;amp; Shoulders and Pantene shampoo occupy the mainland China market at high prices more than 65% market share. Of each of the three brands ‘supple’, ‘dandruff’, ‘nutrition’ different physical attributes of an effective market segmentation, respectively, with ‘pretty’, ‘confidence’ and ‘health’ of the spirit of the image, forming a strong the brand core values. Supremacy of the majestic market momentum, with a single sub-brand positioning strategy, stroke accounted for factors that influence consumer buying behavior of the three most important aspects to become the industry myth. By the time the Japanese Kao Corporation, Unilever UK, Germany, Henkel can be described as the world’s four major daily chemical giant has complete control of the domestic market, the high-end shampoo. Domestic shampoo brand with no chance to board a stage of these international players. After several years of consumer education in China, Procter amp;amp; Gamble in the domestic market in China has created a Procter amp;amp; Gamble did not even think of myth. Just at the end of 1995 to early 1996, Procter amp;amp; Gamble shampoo unified Jiangshan time in China’s western city of Chongqing, has launched a high-profile shampoo brand ‘Olive’. It ‘plant shampoo, do good things’ and’ black hair, Chin