从卖产品转向卖体验老品牌也能风光再现(国外英文资料).doc

从卖产品转向卖体验老品牌也能风光再现(国外英文资料) Once upon a time, represented by S manufacturer of shampoo brand relies on the history of the Shanghai factory, quality assurance advantage, as well as the large capacity, low price differential positioning, once three level 4 market supermarket stores sell like hot cakes, as low consumer groups living affordable choice. Nowadays, shampoo market changes accumulate, the shampoo brand in Shanghai, yesterday by Shanghai factory as borrow more than amount of handheld devices, they become the tasteless, eaten but a pity to throw away a piece of chicken ribs. What is the reason? How does the Shanghai shampoo brand break the current bottleneck and regain its place in the domestic shampoo market? The development bottleneck of Shanghai shampoo brand As the international and domestic several big shampoo brand for the domestic market with the first cultivation, shampoo as early as the end of the 20th century has become indispensable to Chinese consumers shampoo necessities. At the beginning of the 21st century, striving to become A supermarket expert A manufacturer, first notice that the products of the big and low price are becoming more and more popular with the consumers who go to the supermarket shopping. At that time, the supermarket sells channel of shampoo have such gap, namely the brand at home and abroad are simply introduced 200 ml, 400 ml and 700 ml of three kinds of specifications of the shampoo, and the basic lock in 200 ml, 400 ml of small capacity promotion for the item. , it is based on this historic discovery immediately launched A manufacturer S as brand 1000 ml, 1500 ml of shampoo, and on the premise of to ensure product quality, to develop the competitive price system at that time, 1000 ml shampoo market recommended retail price of 19.9 yuan/bottle (it was only 200 ml other brand of shampoo price). The differentiation of product positioning and feared promotion price, not only help the manufacturer A rapid achievement in large ca