绿力冬瓜茶上市推广品牌营销策划案（Green power melon green tea brand marketing planning case）.docVIP

绿力冬瓜茶上市推广品牌营销策划案（Green power melon green tea brand marketing planning case） Green power melon green tea brand marketing planning case Core strategy: Reshaping brand image, creating differentiated segmentation needs, gathering channel partners, condensing strengths, and rapidly establishing the consumer brand image of young people Innovative points: original vegetable and fruit drinks, advocating health concept Green power to reshape the new winter melon tea brand positioning, adolescent preferences of fresh and healthy tone, pay attention to consumer demand, pay attention to the channel and the terminal building, a comprehensive systematic presentation to the youth health and nutrition Vegetable Fruit beverage brand image. Green power as Taiwan Vedan group to enter the domestic main brand, had become an independent school beverage brands in the consumer brands, selling for ten years. However, due to the lack of market driven, in the increasingly brutal market competition environment, the market share of green power is extremely shrinking. By the end of 2003, green power launched PET packaging white gourd tea beverage began with a communication in cooperation with the hope to create a force, restore justice, create brilliant. The growth of domestic trouble and foreign invasion astray. After a large number of enterprise internal research and market analysis, to explore the green power brand faces two deep-seated problems; Channels to promote lack of power, the product can not quickly show the market overall The original green channel system capacity is relatively extensive, only appointed sales staff responsible for dealer business development, responsible for sales forecast, sales promotion, business assistance work, the dealer is responsible for product storage, sales and distribution terminal number, payment, the dealers own sales business, usually in the two batch of periphery counties, terminal the sales network construction is less. Green power manufacturers an