Secret- How to market a single product estate wine region king-.docVIP

 PAGE \* MERGEFORMAT 9 Secret: How to market a single product estate wine region king? With the introduction of the Central Conference of eighteen restrictions Excellencies consumer policy, liquor plasticizer event, the impact of weak consumer, channel inventory, sluggish economic environment and other factors, so that the liquor industry is even worse, many liquor companies began to adjust the road, such as the operation of the market transformation from a wide range of investment type, from extensive management to the refinement of management changes, led by multi-product type to a product transition from national to regional and province of transformation, aims to shrink the front, focusing resources and investment to achieve in order to build their own absolute advantage in the regional market. Future trends will be like German beer, like wine, N wineries exist, rather than the American model of oligopolistic competition pattern, for China, first-tier wines and estate wine competition will be the future market competition, the main battlefield area, real estate wine if you do not hard skills, strengthening the moat and walls of the building, also was dogged national brands, bombing, until dead. Background: XXX liquor was at the time the most brilliant, sales reached 5 million, and later as state-owned enterprise reform, the middle years of stagnation, a sharp decline in sales, marketing network loss is serious, the sales team is not strong combat effectiveness, business skills is low, manufacturers rely on Dealer product development to survive, not the main push products, many products are developed by a single die, customer enthusiasm is low, consumer brand only stay in brand memory, brand power can not effectively form a brand-driven, stimulate consumption. After Sword consulting company to work with for the above situation, made the following adjustments: First, the product repositioning How unusual in the consumer’s mind, were inserted positi