英国辣椒酱品牌管理和策略.docVIP

英国辣椒酱品牌管理和策略 　　摘 要：慕瑞奇酒店餐厅，一个位于斯佩河谷的闲适乡村酒店，目前正在规划品牌营销一个新的产品-辣椒酱。这种辣椒酱由17种新鲜的材料制作而成，如辣椒，柠檬草，姜等，不添加任何防腐剂，增稠剂或添加剂。根据现有的英国调味品和酱料市场，巨大的潜在机遇和竞争已被确定为新的辣椒酱的关键因素。本报告的目的是确定英国调味品和酱料市场的走势会带来什么样的启示，以及新酱品在品牌推广每个阶段的优势，以此来实施品牌经营的计划。并且再未来两年中，针对客户的切实可行的意见还会贯穿到对英国本地市场的品牌推广中。 　　关键词：英国辣椒酱市场分析，品牌经营，品牌创意的建议 　　Branding Management Strategy for UK chili sauce 　　1.Executive Summary 　　Muckrach Lodge Hotel and Restaurant， where is a relaxed countryside hotel located in Spey Valley （Muckrach， 2007）， is currently in planning stage for branding its new products- chili sauce， which is made with 17 fresh materials， such as chilies， lemon grass and ginger， without any added preservatives， thickeners or additives. According to existed UK condiments and table sauces market， huge potential opportunities and competition have been identified as key factors for new chili sauce. The purpose of this report is to identify implications of UK sauce market trend and strengths of the new sauce in each branding steps so that to implement into branding operations， along with recommendations for customers needs in real branding process in domestic condiments and table sauces market emphasis on the coming 24 months. 　　Key words： UK chili sauce market analysis， branding operations， recommendations of brand innovation 　　2. Findings， Discussion and Recommendations 　　2.1 Sauce Market Analysis 　　As Seymour Cooke （2002） reported that UK sauce market had a potential capability with volume of 400，000 tons， valued at over 1 BN， and the cooking sauce market keeps growing every year. It was shown that 80% of UK families will buy a kind of essential sauce at least once per year； also every person will buy the sauce once every 3 weeks. Additionally， with food pollution becoming a serious issue， healthy and safe food was going to be increasing popular， therefore， a wide range of customers there. Moreover， chili sauce from highland can follow the market trend and farm food produced from home soil in UK has been trusted b