2005马爹利.pptVIP

2005 Martell Elite Club Brief2005年马爹利精英俱乐部摘要 Dec 2004 BACKGROUND Market Competitors Conventional approach that “Cognac is the ulitmate status symbol for face giving occasion通常说来，干邑是在重大场合（有面子的场合）顶级地位的代表． No. 3 brand (No. 2 in premium segment), but Martell brand health still lags behind Hennessy and with weak equity for VSOP and XO世界第三大品牌（在顶级分区内属于第二大品牌），然而马爹利在品牌状况（整体健康）上仍然落后于轩尼诗（Hennessy),而在ＶＯＳＰ和ＸＯ两个等级的品质上稍稍显弱． Martell CB: Lower brand equity among heavy and moderate brand users, lower image and price perception.马爹利ＣＢ：在重度和低度品牌使用者之间表现较低的品牌价值，较低的品牌形象以及价格接受程度 Hennessy XO: very good position on