PPGs three-hi 3 Worries.doc

 PAGE \* MERGEFORMAT 7 PPG’s ‘three-hi 3 Worries’ There is no doubt, PPG so far been successful. Let’s look at this case, it should not traced to its success, more importantly, it brought us to study what kind of business insight. In my opinion, PPG has given us the most important value is that it shows us one through ‘model of innovation’ and the rapid emergence of a successful example. It allows us to understand, and the face of a serious surplus of domestic products, business serious homogenization of the many industries, only the innovation, especially in marketing mode innovation of Chinese enterprises is the key to winning the market. PPG’s ‘Miki’ 1, the marketing success of the model The so-called marketing model, in fact, the sub-and co-marketing, 4P, 1P their own to achieve the most points, the other co-3P around these 1P achieved. Cut-off way that the 4P model. As we all know, the traditional garment industry channels mainly has three modes: agent system, Direct, as well as franchising. Regardless of what kind of model, channel costs that are often high. The apparel industry big brands are present, for the PPG to enter the garment industry is concerned, if the old method of taking away, with predictable results. PPG broke through the restrictions on the industry conducted a marketing model of innovation, as distinct from the traditional channels of distribution patterns, using direct sales model, through the ‘Product Catalog + Order Hotline’, ‘ad + Order Hotline’, ‘Direct website + Order Hotline ‘, etc., to achieve the non-store sales, and coupled with superior supply chain management, so a success. PPG first successful is the marketing model of success. 2, the success of category To create a new brand, your core mission is to become one of the first new class. For example to create a new brand, is to create a new category. Men’s shirt industry, the brand number, as a newly promoted brand, PPG use of direct sales model, creating a direct ma