g牌啤酒新品开发与品牌整合之道（G brand new beer development and brand integration）.docVIP

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g牌啤酒新品开发与品牌整合之道（G brand new beer development and brand integration）.doc

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g牌啤酒新品开发与品牌整合之道（G brand new beer development and brand integration）

g牌啤酒新品开发与品牌整合之道（G brand new beer development and brand integration） The national beer market capital involved in the regional brand living space more and more narrow, the first round of market brand acquisition has been completed, the original area of the strong brand has been the main, provincial markets face a second round of two or three line brand takeover. To live or to die? Its always a problem. Damour Chris sword hanging in our heads: the scale of the embarrassment of the procurement cost high, limited market inputs enable marketers and long-term weak brand agents complain incessantly, and let us consumers more and more far, maybe one day, we will be forgotten?! background G brand as Anhui regional beer brand, and had long Jin Quan, and raise beer in the province of A all happened. 2003, withdraw from the Hefei market, Jiangnan, encountered similar and other regional brands growing pains. In 1999, Huaruns acquisition of Huaruns acquisition of Longjing Shengquan, 2004, while Huarun has a strong military troops, to organize and South Anhui Northwest market, in the face of snow enclosure movement G beer was difficult. In April 2004, G found the spring and autumn period. Time is April 20th, beer sales season is approaching, we are faced with a multitude of things of the situation, how to deal with? The spring and Autumn period has a wealth of experience in the fast moving consumer goods market. By communicating with the G brand, we determined the operational policy. Market diagnosis With many ideas, our service team and customers together lasted more than half a month, to run the market, access to consumers, visit beer products agents, do a lot of market research in Xuancheng, Zhenjiang, Anqing, Tongling, Mount Huangshan, Wuhu, Huzhou city market. Thinking: finding the first needs of customers! Our task for our customers is to develop new high-end products. But we have studied the structure of the product line was found: the overall product development is not the