二三线品牌迅速突围的路径(国外英文资料).doc

二三线品牌迅速突围的路径 Old brand activated long pin series. United wisdom Southern China branch Li Tianbao Li Xiong This paper is published in the sales and marketing - Marketing edition in 2006 12 on the magazine If the two or three line brand life is the most uncomfortable, I believe a lot of people will resonate. There are brands under pressure, low competition and inferior army pursued, hand envy brands brand and super large sales volume, on the one hand and the fear of being later to catch up to eat their brand, was not a part of the market, this time it is trembling. He didnt want to go, the development of two or three line brand is likely to decline and demise is. So, in what way can we make our own brand breakthrough, behind the Hodge Legion left farther to catch up, or even go beyond the existing brands, become the bright younger generation and market force ? The domestic and foreign market operation and marketing practice, there are two or three lines from the brand successful catch up from behind. To sum up, there are several ways to get a quick break One, two or three brands rely on event marketing breakthrough Two or three line brands are often less well-known than the first-line brand, consumers pay attention to the two or three line brand is not enough, the probability of designated purchase corresponding to lower, loyal consumers will be relatively small. Therefore, through the event marketing, consumers can enhance the brands attention and goodwill, so that the two or three line brand quickly break through. Case study: unified lubricants, Iraq war incident marketing Before 2002, the high-end lubricants market was dominated by multinationals and several brands of Sinopec. People in the impression of lubricating oil products, only Mobil, Shell, the Great Wall, Kunlun and other brands, unified at that time, is the second tier brands. However, in 2003 March, the outbreak of the Iraq war, so that the market status of unified lubricants has been greatly improved. I