Remarkable lack of strategic management the brand will be what-.doc

 PAGE \* MERGEFORMAT 11 Remarkable lack of strategic management the brand will be what? Marketing industry in 2002, most notably the brand may belong to ‘Fifth Season’, on ‘Fifth Season’ of right and wrong, the industry has a variety of claims, but the pessimists are most common. Zhang took over as the ambition of making after Jianlibao, Season has successfully grasped the creation of the 2002 World Cup viewership gold season at very low cost to create a new national brand, is nothing less than a high operational standards . However, it is precisely the success of its advertising highlights the tactical level of its overall brand strategy, pale and weak. As the year’s best-known beverage brands in China, ‘Chinese magic water’ Jianlibao’s success like a magic. Sports sponsorship, group shopping, Lucky Draw, almost no competitors in China’s beverage industry Jianlibao infancy unmatched rivers and lakes. At the time of consumption, environment, money to buy mineral water (tap water, said people) to buy Cha He is simply skull burned out of people doing there. But good health and longevity but also the ‘Chinese magic water’ Jianlibao so hungry for something new to people enchanted. Unfortunately, good luck gone by very quickly, with the two music camp in China, with them to better meet the tastes of the Chinese products (such as Sprite) and more Chinese-oriented communication (Coca-Cola advertising localization works beyond any one called China’s national industry brands), more professional and extensive distribution and cheaper price of occupation of China in particular carbonated beverage drinks most of the market. At the same time, mineral water, purified water, juice drinks, lactic acid drinks, ice tea, ice tea, and so the rise of a variety of beverage brands, so easy to find once the North Jianlibao victory - and although there are pairs of national industry and Li Ning loyal dedication to the consumer to want to drink a magic drinking water in China, but un