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FMCG well-known beverage brands competitive growth through innovation category - beverages, brand - by big tree
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FMCG well-known beverage brands competitive growth through innovation category - beverages, brand - by BIG TREE
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| Article Posted: 06/14/2010 |
| Article Views: 90 |
| Articles Written: 1033 - MORE ARTICLES FROM THIS AUTHOR |
| Word Count: 708 |
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FMCG well-known beverage brands competitive growth through innovation category - beverages, brand - |
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Business,Business News,Business Opportunities
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FMCG market because of its fast channel changes, product updates and short, and people's livelihood, it is the most competitive in the Red Sea. It is precisely because of its cruelty, and countless businesses grow here, baptism, grow, and become a classic textbook.
Throughout the past three years, prominent among the FMCG business, is undoubtedly Wong Lo Kat Herbal tea and incense waving two drinks a large category of "genius."
With a new kind of pioneer
Wanglaoji created a category of cans of herbal tea, and in a clear and simple "fear of angry, drunk Wanglaoji" core function of the product made clear, just a few years, has done 15 billion in this category The scale is truly the star enterprise. Ultimately, its success is principally due to Wong Lo Kat herbal tea good grasp of the market. Changed the traditional herbal tea herbal tea market Sell Channels to canned form much of its sales channels expand. To a hit.
Hong Durian is not much different in the cup of tea this essay class, he just did sales of 300 million cups of market performance. Changed the milk has been dependent on the tea shop sales forms, which allow consumers to realize the demand for anytime, anywhere He Naicha. Hong Durian milk tea changed the original shape, high fiber coconut replaces the high-calorie Starch Pearl do this to increase the taste of milk, milk the other hand, are more vulnerable to female consumers. And its use of glass and straw is even more larger than other brands, which in terms of visual effects or real taste of the inhalation are superior.
With entertainment Marketing Practitioners In the experience economy era, the product of the entertainment value far greater than it is, some function. Entertaining tea consumption trend is clear, they are more in order to "enjoy" the kind of fun and fashion. Hong fluttering obviously can take this mentality of consumers. Analysis of the Hong fluttering in the dissemination of the strategy, you will find it has to become more user-friendly communication and entertainment, and its high entertainment music title column, for TV Drama implantation, are advertising in order to avoid indoctrination spread, and spread his demands become more vivid and fresh. At the same time, it adopted "global sales ahead", "300 million cups sold," "a circle around the Earth" and other demands, attitudes, clearly laying the tea industry, the first national brand status.
Wanglaoji has been very focused event is the spread of good will the purpose of dissemination through the planning of an event to promote, Olympics , Contributions, the Asian Games so hot is its use of social communication carriers. After the success of the initial access to the market, lit from the fear of drink to the auspicious hours of Wong Lo Kat, Wong Lo Kat, its focus has gradually spread function from the product demand function steering product scenarios.
The same emphasis on a single category
Most common problem is that Chinese companies do not do this, went to sell it, not the limited technology, capital, manpower and other resources into one category, the results of what is tepid. In competition with foreign brands, local businesses in terms of capital, management are at a disadvantage, you want to grab the meat from foreign brands mouth, only to point to all resources on the blast. Wong Lo Kat and Hong Durian is one of the typical representative. Wong Lo Kat products
only a red tank, only focus on the herbal tea. Fluttering, products of Hong same focus on the cup of tea, its product development more extended to the deep, concentrated in the product taste, quality, Package And other details. Although Wong Lo Kat and Hong fluttering now known, but the manager was clearly conscious and did not argue the brand extension. To avoid the risk of dilution of brand awareness. I am a professional editor from China Product, and my work is to promote a free online trade platform. http://www.himfr.com/ contain a great deal of information about nike cycling shoes , bushnell telescope welcome to visit!
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