Understanding innovation and responsibility planning of the soul - Alpine beverage planning to the case.docVIP

 PAGE \* MERGEFORMAT 28 Understanding innovation and responsibility planning of the soul - Alpine beverage planning to the case Preface L is the one from real estate and auto parts manufacturing industry, private enterprises involved in the beverage industry, from the Lushan Mountain Scenic Area site is located Kangwang Valley Curtain spring valley close quarters with a total investment estimated at 25 million yuan. We put in place when the companies have completed land acquisition and equipment reservation, but the plant has just begun infrastructure, is expected time to market for 6 months later. The company’s initial idea is to use the Lushan ‘best in the world-chuen,’ Valley Curtain spring production of bottled spring water, in the establishment of a certain sales network, to open after a certain degree of brand recognition, and then introduce tea drinks, as well as low-enriched fruit juice drinks. Our task is to complete the ‘first foot’ - that bottled water planning and marketing. Based on our understanding of the beverage industry, due to the existence of inherent defects, pure water is being increasingly questioned by experts and consumers. Therefore, many large companies that are being or preparing to introduce to meet consumer demand trends in mineral water or mineral water. However, consumers and even many media have not completely made it very clear mineral water and pure water, mineral water and pure water, so the retail price and not fully opened. Even in some regions, the market will raise the price of mineral water were much higher than the pure water, the situation is not good enough. The key question is, though better than the pure mountain spring water, mineral water, but it is not, after all. Thus, when the major enterprises to promote mineral water, L the company has launched a mountain spring water will be attributed to pure water, together with pure water at a time when the market is highly sophisticated, brand concentration is increa