Regional dairy marketing strategy.docVIP

 PAGE \* MERGEFORMAT 8 Regional dairy marketing strategy The face of intensifying dairy market, the price of the athletic field, from large cities to medium and small cities, from east to west, almost all caught in a price war quagmire. View of its price war has two main characteristics: First, a high degree of homogenization of promotional products. From Tetra brick, Tetra pillow, Bailey pack to cup acid, roof bag, such as springing up in general, do you Changba I played; second is a simplistic promotional strategy. Discount, buy gifts become the industry’s most frequently used instrument. Mengniu in all enterprises have to rely on wild accusations the rapid expansion of market share, sales and undermine the market order at the same time, but do not see the wisdom of its strategy. At present the regional dairy industry are in a dilemma, on the one hand by its own strength, size restrictions, no size and cost advantages, it is difficult for regional expansion; the other hand, the deteriorating market environment, big brands continue to press on, not only affects the to the enterprise’s survival, but also chip away at its market share, can be said to be home and less abroad. The actual situation is still more than these, the lack of enterprise marketing innovation is the root of the problem. However, there are a number of regional brands of survival has been more calm, and even can be said to be comfortable. Such companies generally have the following characteristics: First, proximity to a larger market, market share is higher; second years old brand, the local market, a high degree of brand recognition, reputation good; 3 is the product in order to a short shelf life of pasteurized products are the main; 4 is a basic non-regional expansion or expansion of the utmost care. Such enterprises may be difficult to have a big development, but able to maintain good operating efficiency. In these regional milk prices have also done quite well some of them with their