刘杰克橄榄油新产品企业培训上市营销案例解析(上)（Liu Jack a case study of olive oil new product enterprise training marketing）.docVIP

刘杰克橄榄油新产品企业培训上市营销案例解析(上)（Liu Jack a case study of olive oil new product enterprise training marketing） Olive oil is an authentic new product for the Chinese food oil market. As a new product, in order to successfully survive in the market China, to know ourselves, in-depth understanding of China status of edible oil market. Everything is hard in the beginning, the A brand (Note: This is only mentioned in the A brand brand name, and the author said in other articles, case and works in the A brand, does not have any relevance.) Landing China first days is all to be undertaken: lack of consumer awareness of the olive oil market competition is becoming increasingly fierce, how to extend marketing channels, spreading new marketing team to grow and mature. It is in this predicament, recommended by the industry, customers find edible oil industry marketing experts - Lejk marketing consultants, and with the latter quickly reached a consensus of cooperation and completed the formation of the project team. Project background and customer requirements Olive oil is known as liquid gold because of its unique taste, rich nutrition, beauty effect and health care function of preventing and treating cardiovascular and cerebrovascular diseases. But domestic consumers are not buying olive oil. Olive oil did not enter the Chinese market before, the traditional cooking oil, peanut oil, soybean oil and other oils completely occupied the domestic market, and the formation of traditional oil fight situation. Whats more, the Chinese, especially northerners, prefer to eat greasy food, not every consumer can accept the faint fragrance of olive oil. Consumer awareness of olive oil is still stuck in the beauty and skin care level, do not develop long-term eating habits, olive oil to thousands of households into the kitchen, there is still a long way to go, walking is difficult. If the A brand of olive oil must face the enormous pressure of traditional edible oil and edible oil market, from the